Is vaseline profitable to sell on Amazon United States?

The niche generates $9.5M/yr across 16 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -19.7%. Flapen's verdict: Skip it (46/100).

How competitive is the vaseline niche?

3 brands and 71 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in vaseline?

Top complaints mined from reviews: Size-Overall, Oily/Greasy, Smell. The return rate is 0.5%.

When does demand for vaseline peak?

Demand peaks in Jan–Feb; the busiest month runs 1.7× the quietest.

What does it cost to enter the vaseline niche?

Listings span $1.87–$20.86; the average listing price is $8.61 (sweet spot $15–$100). The average incumbent carries 6,933 reviews — the moat a new listing must climb.

vaseline

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Market size

Incredible$9.5M

$9.5M/yr · 7.8M searches

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Conversion

Incredible14.1%

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

Price range

Okay$1.87–$20.86

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

Competition

Bad72%

top-5 click share — a locked-up shelf

Avg price

Bad$8.61

avg listing price — sweet spot $15–$100

Review moat

Bad6,932.88

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Growth

Bad-19.7%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, vaseline is a $9.5M/yr Amazon United States market (7.8M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb. Verdict: Skip it — 46/100.

Data updated Jul 11, 2026 · scored weekly · How we score niches

vaseline market data

Units sold / yr: 1.0M–1.0M; avg 40,000–50,000/product
Revenue / yr: $8.6M–$8.6M; units × avg price
Conversion rate: 14.1%
Avg BSR: #67
Page quality: 0%
Prime: 100%
Sponsored: 69%
Out of stock: 0.0%
Avg brand age: 61 months
Avg seller age: 127 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

Vaseline78%
Amazon Basics21%
Thera Care1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -19.7% search growth over the last 90 days.

Peak months: Jan, Feb · busiest ÷ quietest = 1.7×

Open Trend

Top vaseline search terms

vaseline5.1M/yr -18.8%11.6% conv.
vaseline petroleum jelly1.0M/yr -30.2%14.9% conv.
petroleum jelly578K/yr -10.9%11.6% conv.
mini vaseline273K/yr -27.0%3.8% conv.
vaselina113K/yr -0.6%3.8% conv.
vaseline mini108K/yr -29.3%5.1% conv.
vasoline79K/yr -8.5%16.4% conv.
vaseline travel size76K/yr -7.5%7.8% conv.
vasaline68K/yr -10.6%13.5% conv.
small vaseline57K/yr -15.1%9.8% conv.

All search terms

Top vaseline 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Vaseline Jelly Original 13 Oz Jar

Vaseline$5.294.8★2,151 rev

Amazon Basics Petroleum Jelly White Petrolatum Skin Protectant Moisturizer for Chapped Lips and Irritated Skin Unscented 3.75 oz 1-Pack (Previously Solimo)

Amazon Basics$3.434.7★10,953 rev

Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz

Vaseline$13.794.8★20,158 rev

Vaseline Cocoa Butter Healing Jelly Variety Pack 2 Sizes (7.5 Oz & 1.75 Oz) Rich Moisturizing Ointment Protectant & Moisturizer for Dry Skin

Vaseline$10.064.8★4,982 rev

Vaseline Petroleum Jelly Travel-Size 2-Pack Hypoallergenic Skin Protectant Unscented Healing Ointment for Beauty & Personal Care 1.75 Oz Ea

Vaseline$8.454.6★4,847 rev

Newest

by launch date

Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Ultra-Hydrating Lipids with 100% Pure Cocoa Butter and Shimmering Oil Vanilla Cocoa Scent 1.69 Fl Oz 3 Pack

Vaseline$10.88237 rev

3mo ago

Vaseline Original Healing Jelly 100% White Petrolatum Skin Protectant 1 ct for Mess-Free Moisturizing On-the-Go with 3x Purified Purity-Guaranteed Formula 6.8 OZ

Vaseline$8.15259 rev

6mo ago

Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz

Vaseline$13.7920,158 rev

7mo ago

Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz

Vaseline$6.26600 rev

8mo ago

Vaseline Glazed and Glisten Golden Hour Body Gel Oil Glow Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.292,533 rev

11mo ago

What buyers say about vaseline

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

What buyers love

Smell12%

“Smells absolutely divine”

Brightness/Shine/Glow11%

“Nice shimmer,”

Quality-Overall10%

“The quality is consistent”

Moist/Dry10%

“Super hydrating”

Value For Money9%

“GREAT VALUE”

Size-Overall6%

“Tiny and cute”

Advertised Vs Actual Product5%

“Exactly what I ordered”

Soft Feel5%

“Goes on smoothly”

Suitability Combination Skin4%

“works great on sensitive skin”

Suitability Dry Skin4%

“Good for dry skin”

What buyers complain about

Size-Overall16%

“Very tiny container”

Oily/Greasy8%

“too greasy”

Smell8%

“Unpleasant smell”

Product Condition4%

“Received used item”

Value For Money4%

“Kinda expensive”

Allergies4%

“Allergic reaction”

Brightness/Shine/Glow3%

“Less of a shine”

Leak-Proof3%

“it will leak”

Thickness3%

“Too thick to squeeze”

Ease Of Use3%

“A bit hard to squeeze”

Top return reasons

Size-Overall37%

Leak-Proof13%

Product Condition10%

Oily/Greasy8%

Advertised Vs Actual Product7%

Smell7%

Value For Money3%

Adhesion/Stickiness2%

Brightness/Shine/Glow2%

Defective Material/Parts1%

Common questions

Is vaseline profitable to sell on Amazon United States?: The niche generates $9.5M/yr across 16 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -19.7%. Flapen's verdict: Skip it (46/100).
How competitive is the vaseline niche?: 3 brands and 71 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in vaseline?: Top complaints mined from reviews: Size-Overall, Oily/Greasy, Smell. The return rate is 0.5%.
When does demand for vaseline peak?: Demand peaks in Jan–Feb; the busiest month runs 1.7× the quietest.
What does it cost to enter the vaseline niche?: Listings span $1.87–$20.86; the average listing price is $8.61 (sweet spot $15–$100). The average incumbent carries 6,933 reviews — the moat a new listing must climb.