---
title: "Vaseline — $9.5M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/vaseline"
last_updated: "2026-08-10T07:20:13.968Z"
locale: en
meta:
description: "Niche score 46/100 · $9.5M/yr market · 7.8M searches/yr · $8.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $9.5M/yr market · 7.8M searches/yr · $8.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Vaseline — $9.5M/yr Amazon US Niche (2026) - Flapen"
---
# **vaseline**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 100Growth 15Conversion 96Competition 24Returns 97Price range 31Avg price 24Brand share 0Review moat 23Quality gap 21
**Market size**
**Incredible****$9.5M**
$9.5M/yr · 7.8M searches
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.1%**
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**
**Bad****72%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****$8.61**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****6,932.88**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-19.7%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**71**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**72%**
Top 20: 100%
**Open market**
**0%**
- 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.
200K150KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/health-household/vaseline/trend)
## **Top vaseline search terms**
- **vaseline**5.1M/yr-18.8%11.6% conv. - **vaseline petroleum jelly**1.0M/yr-30.2%14.9% conv. - **petroleum jelly**578K/yr-10.9%11.6% conv. - **mini vaseline**273K/yr-27.0%3.8% conv. - **vaselina**113K/yr-0.6%3.8% conv. - **vaseline mini**108K/yr-29.3%5.1% conv. - **vasoline**79K/yr-8.5%16.4% conv. - **vaseline travel size**76K/yr-7.5%7.8% conv. - **vasaline**68K/yr-10.6%13.5% conv. - **small vaseline**57K/yr-15.1%9.8% conv. [**All search terms **](https://flapen.com/research/us/health-household/vaseline/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.
0%10%$954K20%$1.9M30%$2.9M40%$3.8M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Vaseline Jelly Original 13 Oz Jar**Vaseline**$5.29**4.8★2,151 rev](https://www.amazon.com/dp/B000052XQO) [2**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**$3.43**4.7★10,953 rev](https://www.amazon.com/dp/B09HHBYQXY) [3**Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz**Vaseline**$13.79**4.8★20,158 rev](https://www.amazon.com/dp/B001ECQ4L2) [4**Vaseline Cocoa Butter Healing Jelly Variety Pack 2 Sizes (7.5 Oz & 1.75 Oz) Rich Moisturizing Ointment Protectant & Moisturizer for Dry Skin**Vaseline**$10.06**4.8★4,982 rev](https://www.amazon.com/dp/B0756HP1D6) [5**Vaseline Petroleum Jelly Travel-Size 2-Pack Hypoallergenic Skin Protectant Unscented Healing Ointment for Beauty & Personal Care 1.75 Oz Ea**Vaseline**$8.45**4.6★4,847 rev](https://www.amazon.com/dp/B01M1V84CY)
**~~View all top sellers →~~**
### **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**$10.88**237 rev3mo ago](https://www.amazon.com/dp/B0GT1TRLQ3) [**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**$8.15**259 rev6mo ago](https://www.amazon.com/dp/B0FWKW898Q) [**Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz**Vaseline**$13.79**20,158 rev7mo ago](https://www.amazon.com/dp/B001ECQ4L2) [**Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz**Vaseline**$6.26**600 rev8mo ago](https://www.amazon.com/dp/B0BBPS73TD) [**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**$8.29**2,533 rev11mo ago](https://www.amazon.com/dp/B0FD8VWSNJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$10.88**4.4★**▲ 260%**](https://www.amazon.com/dp/B0GT1TRLQ3) [**Vaseline Jelly Original 13 Oz Jar**Vaseline**$5.29**4.8★**▲ 230%**](https://www.amazon.com/dp/B000052XQO) [**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**$8.15**4.6★**▲ 206%**](https://www.amazon.com/dp/B0FWKW898Q) [**Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz**Vaseline**$8.29**4.5★**▲ 88%**](https://www.amazon.com/dp/B0FD8W456T) [**Vaseline Lip Therapy 2 Pack Original Mini For Dry Chapped Lips Hydrating Lip Balm 0.5 oz**Vaseline**$6.26**4.7★**▲ 31%**](https://www.amazon.com/dp/B0BBPS73TD)
**~~View all trending →~~**
## **What buyers say about vaseline**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**12%
*“Smells absolutely divine”*
**Brightness/Shine/Glow**11%
*“Nice shimmer,”*
**Quality-Overall**10%
*“The quality is consistent”*
**Moist/Dry**10%
*“Super hydrating”*
**Value For Money**9%
*“GREAT VALUE”*
**Size-Overall**6%
*“Tiny and cute”*
**Advertised Vs Actual Product**5%
*“Exactly what I ordered”*
**Soft Feel**5%
*“Goes on smoothly”*
**Suitability Combination Skin**4%
*“works great on sensitive skin”*
**Suitability Dry Skin**4%
*“Good for dry skin”*
### **What buyers complain about **
**Size-Overall**16%
*“Very tiny container”*
**Oily/Greasy**8%
*“too greasy”*
**Smell**8%
*“Unpleasant smell”*
**Product Condition**4%
*“Received used item”*
**Value For Money**4%
*“Kinda expensive”*
**Allergies**4%
*“Allergic reaction”*
**Brightness/Shine/Glow**3%
*“Less of a shine”*
**Leak-Proof**3%
*“it will leak”*
**Thickness**3%
*“Too thick to squeeze”*
**Ease Of Use**3%
*“A bit hard to squeeze”*
### **Top return reasons **
**Size-Overall**37%
**Leak-Proof**13%
**Product Condition**10%
**Oily/Greasy**8%
**Advertised Vs Actual Product**7%
**Smell**7%
**Value For Money**3%
**Adhesion/Stickiness**2%
**Brightness/Shine/Glow**2%
**Defective Material/Parts**1%
## **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.
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