Is vicks essential oil profitable to sell on Amazon United States?

The niche generates $682K/yr across 10 tracked products. 90-day search growth is -61.2%. Flapen's verdict: Skip it (41/100).

How competitive is the vicks essential oil niche?

3 brands and 46 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in vicks essential oil?

Top complaints mined from reviews: Functionality-Overall, Smell, Durability. The return rate is 1.9%.

When does demand for vicks essential oil peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 7.0× the quietest.

What does it cost to enter the vicks essential oil niche?

Listings span $9.58–$40.93; the average listing price is $18.59 (sweet spot $15–$100). The average incumbent carries 17,329 reviews — the moat a new listing must climb.

vicks essential oil

Skip it

Soft demand (-61.2% this quarter) — this niche doesn't clear our bar today.

Conversion

Great9.5%

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

Avg price

Great$18.59

avg listing price — sweet spot $15–$100

Price range

Great$9.58–$40.93

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

Returns

Great1.9%

return rate — above 5% kills the launch gate

Market size

Good$682K

$682K/yr · 387K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad17,329.4

avg incumbent reviews — the moat a new listing must climb

Competition

Bad84%

top-5 click share — a locked-up shelf

Growth

Bad-61.2%

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, vicks essential oil is a $682K/yr Amazon United States market (387K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 41/100.

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

vicks essential oil market data

Units sold / yr: 50K–60K; avg 4,000–5,000/product
Revenue / yr: $930K–$1.1M; units × avg price
Conversion rate: 9.5%
Avg BSR: #80
Page quality: 0%
Prime: 100%
Sponsored: 80%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 155 days

Competition & brand share

The top 5 products capture 84% 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

84%

Top 20: 100%

Open market

Vicks93%
Nexon Botanics4%
Frida3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -61.2% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 7.0×

Open Trend

Top vicks essential oil search terms

vicks vapor steam27K/yr -25.1%10.4% conv.
vicks humidifier liquid50K/yr -65.0%11.6% conv.
vapo steam34K/yr -56.7%8.9% conv.
vicks vaposteam71K/yr -79.6%8.1% conv.
vaposteam26K/yr -57.2%8.5% conv.
vicks liquid for humidifier24K/yr -57.5%12.4% conv.
vapo steamer liquid for humidifier21K/yr -61.1%11.2% conv.
vapor steam14K/yr -48.4%6.0% conv.
vicks for humidifier17K/yr -63.9%9.6% conv.
vicks vapo steam11K/yr -58.4%13.4% conv.

All search terms

Top vicks essential oil 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 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Vicks VapoSteam Medicated Liquid Camphor Cough Suppressant VapoSteam Liquid for Humidifiers Helps Relieve Coughing Compatible Humidifiers & Vaporizers 8 Oz

Vicks$9.954.7★20,218 rev

Vicks VapoSteam Lavender Medicated Liquid Camphor Cough Suppressant Vapor Steam Helps with Cough Relief Relaxation and Comfortable Sleep Compatible Humidifiers & Vaporizers 8 Oz

Vicks$9.584.7★20,218 rev

Vicks VapoPads with Original Menthol Formula - Vapor Pads Refill for Vicks Humidifiers and Steam Inhalers Scent Pads for Congestion Relief 20-Pack Box Color May Vary

Vicks$15.764.7★20,833 rev

Vicks VapoSteam Medicated Liquid with Camphor a Cough Suppressant 8 Oz VapoSteam Liquid Helps Relieve Coughing for Use in Vaporizers and Humidifiers (Pack of 2)

Vicks$23.204.7★20,218 rev

Vicks Warm Steam Vaporizer & Humidifier 1.5 Gallon Tank for Small and Medium Rooms Night Light Works with VapoPads and VapoSteam

Vicks$19.104.2★14,292 rev

Newest

by launch date

Vicks VapoSteam Lavender Medicated Liquid Camphor Cough Suppressant Vapor Steam Helps with Cough Relief Relaxation and Comfortable Sleep Compatible Humidifiers & Vaporizers 8 Oz

Vicks$9.5820,218 rev

1y ago

Vicks VapoSteam Medicated Liquid with Camphor a Cough Suppressant 8 Oz VapoSteam Liquid Helps Relieve Coughing for Use in Vaporizers and Humidifiers (Pack of 2)

Vicks$23.2020,218 rev

2y ago

Vicks VapoPads Plus with Sinus Relief Formula - Vapor Pads Refill for Vicks Humidifiers and Steam Inhalers Scent Pads for Congestion Relief 20-Pack Box Color May Vary

Vicks$23.481,825 rev

3y ago

Vicks VapoShower Plus Shower Steamers Eucalyptus Shower Steamer & Menthol Scent Clean Dissolving Vapor Shower Tablets Aromatherapy Shower Steamer & Shower Bombs 12 count

Vicks$23.0021,474 rev

5y ago

Frida Baby Breathefrida Vapor Bath Drops Baby Congestion Relief with Eucalyptus Essential Oil for Humidifier Aromatherapy Oil Help Baby Breathe Easy

Frida$9.6715,219 rev

6y ago

What buyers say about vicks essential oil

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

What buyers love

Smell13%

“great fragrance”

Quality-Overall10%

“Good performance”

Breathability8%

“it helped me breath”

Sinus Relief8%

“Great for sinus”

Efficiency7%

“Works well”

Ease Of Use5%

“I think it will come in very handy”

Value For Money5%

“Good for the price”

Cold Relief5%

“Great for colds”

Advertised Vs Actual Product5%

“Came as advertised”

Sleep Quality3%

“Helped to sleep”

What buyers complain about

Functionality-Overall15%

“Poor Performance”

Smell12%

“has that weird plastic smell”

Durability7%

“Stopped working after first time using”

Heating6%

“The heating element doesnt work”

Value For Money5%

“Not worth it”

Quality-Overall5%

“The build quality overall is terrible”

Product Condition4%

“Product was used”

Size-Overall3%

“To small”

Leak-Proof2%

“a lot of it leaking-of”

Salt Content2%

“Don't believe the pinch of salt bull, absolutely useless”

Top return reasons

Functionality-Overall31%

Size-Overall13%

Product Condition10%

Heating8%

Advertised Vs Actual Product7%

Smell5%

Leak-Proof3%

Value For Money2%

Durability2%

Breathability2%

Common questions

Is vicks essential oil profitable to sell on Amazon United States?: The niche generates $682K/yr across 10 tracked products. 90-day search growth is -61.2%. Flapen's verdict: Skip it (41/100).
How competitive is the vicks essential oil niche?: 3 brands and 46 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in vicks essential oil?: Top complaints mined from reviews: Functionality-Overall, Smell, Durability. The return rate is 1.9%.
When does demand for vicks essential oil peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 7.0× the quietest.
What does it cost to enter the vicks essential oil niche?: Listings span $9.58–$40.93; the average listing price is $18.59 (sweet spot $15–$100). The average incumbent carries 17,329 reviews — the moat a new listing must climb.