---
title: "Primally Pure Deodorant — $134K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/primally-pure-deodorant"
last_updated: "2026-08-06T19:30:17.076Z"
locale: en
meta:
description: "Niche score 43/100 · $134K/yr market · 181K searches/yr · $18.29 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $134K/yr market · 181K searches/yr · $18.29 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Primally Pure Deodorant — $134K/yr Amazon US Niche (2026) - Flapen"
---
# **primally pure deodorant**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 30Growth 35Conversion 50Competition 45Returns 98Price range 74Avg price 83Brand share 4Review moat 25Quality gap 19
**Returns**
**Incredible****0.4%**
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**
**Good****4.0%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****58%**
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**
**Bad****4,224.07**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**1%**
- 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.
13K8KSpike '25Black Friday '25Spike '26Oct '25Nov '25Dec '25Feb '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/us/health-household/primally-pure-deodorant/trend)
## **Top primally pure deodorant search terms**
- **eo hand sanitizer**31K/yr+26.5%9.6% conv. - **eos hand sanitizer**25K/yr-7.8%1.6% conv. - **eo hand sanitizer spray**7K/yr-12.9%11.3% conv. - **eos hand sanitizers**6K/yr-46.9%2.3% conv. - **eo products**4K/yr-3.0%2.6% conv. - **eo lavender hand sanitizer**3K/yr-9.5%14.5% conv. - **eo sanitizer**2K/yr+8.3%13.5% conv. - **eos hand sanitizer moisturizer**5K/yr-27.9%0.2% conv. - **hand sanitizer eo**2K/yr+7.8%9.2% conv. - **eo hand sanitizer gel**3K/yr-28.9%11.6% conv. [**All search terms **](https://flapen.com/research/us/health-household/primally-pure-deodorant/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.
0%5%$7K10%$13K15%$20K20%$27K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**EO Hand Sanitizer Gel Refill 32 Ounce (Pack of 1) French Lavender Sugarcane Derived Alcohol with Essential Oils**EO**$29.39**4.7★1,645 rev](https://www.amazon.com/dp/B000TTPAVG) [2**EO Hand Sanitizer 8 Ounce (Pack of 2) French Lavender made with Sugarcane Alcohol with Essential Oils 99% Effective Against Germs**EO**$23.97**4.7★1,645 rev](https://www.amazon.com/dp/B0FPRPCDBJ) [3**EO Hand Sanitizer Spray 2 Ounce (Pack of 6) French Lavender Sugarcane Derived Alcohol with Essential Oils TSA friendly**EO**$27.05**4.8★4,643 rev](https://www.amazon.com/dp/B001Q23J3G) [4**EO Hand Sanitizer Spray 8 Ounce**EO**$14.24**4.7★113 rev](https://www.amazon.com/dp/B0933ZWC4X) [5**EO Hand Sanitizer Spray 2 Ounce (Pack of 6) French Lavender Sugarcane Derived Alcohol TSA friendly**EO**$27.18**4.6★706 rev](https://www.amazon.com/dp/B08M7BTVZG)
**~~View all top sellers →~~**
### **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**$23.97**1,645 rev10mo ago](https://www.amazon.com/dp/B0FPRPCDBJ) [**EO Hand Sanitizer 2 Ounce (Pack of 6) French Lavender Sugarcane Derived Alcohol with Essential Oils Travel size TSA friendly**EO**$29.49**1,645 rev1y ago](https://www.amazon.com/dp/B0FJ2MVG45) [**Touchland Hand Sanitizer Spray Touchette Pouch 1 FL OZ - Lilac**Touchland**$18.89**1,170 rev3y ago](https://www.amazon.com/dp/B0B8F5X543) [**EO Hand Sanitizer Spray 8 Ounce**EO**$14.24**113 rev5y ago](https://www.amazon.com/dp/B0933ZWC4X) [**Hempz Sweet Pineapple & Honey Melon Moisturizing Herbal Hand Sanitizer 8.5 Fl Oz**Hempz**$15.30**4,886 rev5y ago](https://www.amazon.com/dp/B08SS4T71B)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Touchland Hand Sanitizer Spray Touchette Pouch 1 FL OZ - Lilac**Touchland**$18.89**4.8★**▲ 384%**](https://www.amazon.com/dp/B0B8F5X543) [**EO Hand Sanitizer Gel Unscented 2 Fl Oz**EO**$4.65**5.0★**▲ 182%**](https://www.amazon.com/dp/B001RIJUDC) [**EO Hand Sanitizer 8 Ounce (Pack of 2) French Lavender made with Sugarcane Alcohol with Essential Oils 99% Effective Against Germs**EO**$23.97**4.7★**▲ 55%**](https://www.amazon.com/dp/B0FPRPCDBJ) [**EO Lotion Bdy French Lavender 8 oz**EO**$12.55**4.6★**▲ 52%**](https://www.amazon.com/dp/B0016AZC6K) [**EO Organic Lavender Deodorant Spray 4 Fl Oz**EO**$8.67**4.4★**▲ 41%**](https://www.amazon.com/dp/B007762NQE)
**~~View all trending →~~**
## **What buyers say about primally pure deodorant**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**48%
*“The fragrance is amazing”*
**Moist/Dry**13%
*“very moisturizing”*
**Soft Feel**8%
*“Silky smooth”*
**Quality-Overall**4%
*“Customary high performing product with a quality that is unmatched”*
**Suitability Dry Skin**3%
*“It work great on dry skin”*
**Cleansing**2%
*“Clean hands dirty mind”*
**Absorbency**2%
*“is very absorbent”*
**Value For Money**2%
*“great value for your money”*
**Suitability Combination Skin**1%
*“Absolutely perfect for your skin”*
**Allergies**1%
*“There isnt any irritation to my skin”*
### **What buyers complain about **
**Smell**19%
*“Gross smell”*
**Motor Power**16%
*“Defective pump”*
**Moist/Dry**6%
*“Not very moisturizing”*
**Value For Money**5%
*“Too expensive”*
**Leak-Proof**2%
*“on arrival it had leaked into the plastic bag, messy”*
**Ease Of Use**2%
*“Difficult Container”*
**Allergies**2%
*“Don't mention a allergy reaction for this product”*
**Advertised Vs Actual Product**2%
*“FALSE ADVERTISING”*
**Thickness**2%
*“thick”*
**Adhesion/Stickiness**2%
*“Sticky af”*
### **Top return reasons **
**Smell**38%
**Motor Power**33%
**Leak-Proof**7%
**Advertised Vs Actual Product**5%
**Defective Material/Parts**3%
**Moist/Dry**2%
**Value For Money**2%
**Dispensing Mechanism**2%
**Product Condition**1%
**Size-Overall**1%
## **Common questions**
- **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.
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