Is primally pure deodorant profitable to sell on Amazon United States?

The niche generates $134K/yr across 27 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +8.3%. Flapen's verdict: Skip it (43/100).

How competitive is the primally pure deodorant niche?

7 brands and 665 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in primally pure deodorant?

Top complaints mined from reviews: Smell, Motor Power, Moist/Dry. The return rate is 0.4%.

What does it cost to enter the primally pure deodorant niche?

Listings span $3.84–$46.54; the average listing price is $18.29 (sweet spot $15–$100). The average incumbent carries 4,224 reviews — the moat a new listing must climb.

primally pure deodorant

Skip it

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Great$18.29

avg listing price — sweet spot $15–$100

Price range

Good$3.84–$46.54

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Good4.0%

search→purchase rate — share of searches ending in a sale

Competition

Okay58%

top-5 click share — leaders hold, buyers still browse

Growth

Okay+8.3%

90-day search growth — must beat 0% to launch

Market size

Okay$134K

$134K/yr · 181K searches

Review moat

Bad4,224.07

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, primally pure deodorant is a $134K/yr Amazon United States market (181K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 43/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

primally pure deodorant market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $146K–$183K; units × avg price
Conversion rate: 4.0%
Avg BSR: #465
Page quality: 0%
Prime: 93%
Sponsored: 67%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 134 days

Competition & brand share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 falling

Sellers

665

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

58%

Top 20: 93%

Open market

EO91%
eos3%
everyone for every body2%
Hempz1%
Touchland1%
ALO1%
Open — no brand owns it (1 brand, 1%)

Demand

Weekly Amazon search volume, last 41 weeks — +8.3% search growth over the last 90 days.

Open Trend

Top primally pure deodorant search terms

eo hand sanitizer31K/yr +26.5%9.6% conv.
eos hand sanitizer25K/yr -7.8%1.6% conv.
eo hand sanitizer spray7K/yr -12.9%11.3% conv.
eos hand sanitizers6K/yr -46.9%2.3% conv.
eo products4K/yr -3.0%2.6% conv.
eo lavender hand sanitizer3K/yr -9.5%14.5% conv.
eo sanitizer2K/yr +8.3%13.5% conv.
eos hand sanitizer moisturizer5K/yr -27.9%0.2% conv.
hand sanitizer eo2K/yr +7.8%9.2% conv.
eo hand sanitizer gel3K/yr -28.9%11.6% conv.

All search terms

Top primally pure deodorant products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

EO Hand Sanitizer Gel Refill 32 Ounce (Pack of 1) French Lavender Sugarcane Derived Alcohol with Essential Oils

EO$29.394.7★1,645 rev

EO Hand Sanitizer 8 Ounce (Pack of 2) French Lavender made with Sugarcane Alcohol with Essential Oils 99% Effective Against Germs

EO$23.974.7★1,645 rev

EO Hand Sanitizer Spray 2 Ounce (Pack of 6) French Lavender Sugarcane Derived Alcohol with Essential Oils TSA friendly

EO$27.054.8★4,643 rev

EO Hand Sanitizer Spray 8 Ounce

EO$14.244.7★113 rev

EO Hand Sanitizer Spray 2 Ounce (Pack of 6) French Lavender Sugarcane Derived Alcohol TSA friendly

EO$27.184.6★706 rev

Newest

by launch date

EO Hand Sanitizer 8 Ounce (Pack of 2) French Lavender made with Sugarcane Alcohol with Essential Oils 99% Effective Against Germs

EO$23.971,645 rev

10mo ago

EO Hand Sanitizer 2 Ounce (Pack of 6) French Lavender Sugarcane Derived Alcohol with Essential Oils Travel size TSA friendly

EO$29.491,645 rev

1y ago

Touchland Hand Sanitizer Spray Touchette Pouch 1 FL OZ - Lilac

Touchland$18.891,170 rev

3y ago

EO Hand Sanitizer Spray 8 Ounce

EO$14.24113 rev

5y ago

Hempz Sweet Pineapple & Honey Melon Moisturizing Herbal Hand Sanitizer 8.5 Fl Oz

Hempz$15.304,886 rev

5y ago

What buyers say about primally pure deodorant

What buyers praise and complain about, mined from review topics.

What buyers love

Smell48%

“The fragrance is amazing”

Moist/Dry13%

“very moisturizing”

Soft Feel8%

“Silky smooth”

Quality-Overall4%

“Customary high performing product with a quality that is unmatched”

Suitability Dry Skin3%

“It work great on dry skin”

Cleansing2%

“Clean hands dirty mind”

Absorbency2%

“is very absorbent”

Value For Money2%

“great value for your money”

Suitability Combination Skin1%

“Absolutely perfect for your skin”

Allergies1%

“There isnt any irritation to my skin”

What buyers complain about

Smell19%

“Gross smell”

Motor Power16%

“Defective pump”

Moist/Dry6%

“Not very moisturizing”

Value For Money5%

“Too expensive”

Leak-Proof2%

“on arrival it had leaked into the plastic bag, messy”

Ease Of Use2%

“Difficult Container”

Allergies2%

“Don't mention a allergy reaction for this product”

Advertised Vs Actual Product2%

“FALSE ADVERTISING”

Thickness2%

“thick”

Adhesion/Stickiness2%

“Sticky af”

Top return reasons

Smell38%

Motor Power33%

Leak-Proof7%

Advertised Vs Actual Product5%

Defective Material/Parts3%

Moist/Dry2%