Is white petroleum jelly profitable to sell on Amazon United States?

The niche generates $73K/yr across 28 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -19.9%. Flapen's verdict: Skip it (45/100).

How competitive is the white petroleum jelly niche?

12 brands and 136 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in white petroleum jelly?

Top complaints mined from reviews: Size-Overall, Moist/Dry, Allergies. The return rate is 0.5%.

When does demand for white petroleum jelly peak?

Demand peaks in Aug–Sep; the busiest month runs 52.4× the quietest.

What does it cost to enter the white petroleum jelly niche?

Listings span $3.43–$42.54; the average listing price is $11.85 (sweet spot $15–$100). The average incumbent carries 10,491 reviews — the moat a new listing must climb.

white petroleum jelly

Skip it

Soft demand (-19.9% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Conversion

Great8.2%

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

Price range

Good$3.43–$42.54

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

Competition

Good52%

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

Avg price

Okay$11.85

avg listing price — sweet spot $15–$100

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Review moat

Bad10,490.96

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Market size

Bad$73K

$73K/yr · 75K searches

Growth

Bad-19.9%

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

According to Flapen's Amazon United States niche tracking, white petroleum jelly is a $73K/yr Amazon United States market (75K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Aug–Sep. Verdict: Skip it — 45/100.

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

white petroleum jelly market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $71K–$95K; units × avg price
Conversion rate: 8.2%
Avg BSR: #140
Page quality: 0%
Prime: 96%
Sponsored: 86%
Out of stock: 0.0%
Avg brand age: 80 months
Avg seller age: 157 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

136

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

52%

Top 20: 92%

Open market

16%

Dynarex26%
Amazon Basics20%
Kendall16%
Vaseline8%
MED PRIDE8%
Vive Care7%
Open — no brand owns it (6 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -19.9% search growth over the last 90 days.

Peak months: Aug, Sep · busiest ÷ quietest = 52.4×

Open Trend

Top white petroleum jelly search terms

white petroleum jelly23K/yr -7.1%12.0% conv.
petrolatum22K/yr -25.2%5.3% conv.
white petrolatum18K/yr -26.8%5.9% conv.
petrolatum ointment5K/yr -34.8%5.9% conv.
white petrolatum skin protectant4K/yr -4.3%13.9% conv.
white petroleum3K/yr -11.7%7.9% conv.

All search terms

Top white petroleum jelly 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

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

Dynarex White Petrolatum Petroleum Jelly for Dry Damaged or Cracked Skin Soothing White Petroleum Jelly for Minor Skin Irritations 1 oz. Tubes 6 Pack of Petroleum Jelly Tubes

Dynarex$7.984.7★316 rev

Vaseline Pure Ultra White Petroleum Jelly Kendall 3-Pack 3.25 oz. Each

Kendall$8.544.8★3,969 rev

ViveCare White Petroleum Jelly (15 oz) - 100% Pure White Petrolatum Skin Protectant Ointment Hypoallergenic Fragrance-Free Moisturizer for Dry Sensitive Skin Body Lips Cuts Burns & Wound Healing

Vive Care$9.024.7★49 rev

Dynarex 45 White Petroleum Flip Top Tube Each 4 Ounce 1 Count

Dynarex$4.974.6★645 rev

Newest

by launch date

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

ViveCare White Petroleum Jelly (15 oz) - 100% Pure White Petrolatum Skin Protectant Ointment Hypoallergenic Fragrance-Free Moisturizer for Dry Sensitive Skin Body Lips Cuts Burns & Wound Healing

Vive Care$9.0249 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

CareALL Petroleum Jelly 4 Oz. Tube (6 Pack) Unscented 100% Pure White Petrolatum Jelly USP Moisturizer for Dry Cracked Skin and Lips Protectant for Minor Cuts Scrapes Burns.

CareAll$15.48328 rev

2y ago

Amazon Basics Petroleum Jelly Skin Protectant and Moisturizer for Dry Cracked Skin Chapped Lips Minor Cuts Unscented 7.5 oz 1-Pack (Previously Solimo)

Amazon Basics$3.9510,953 rev

2y ago

What buyers say about white petroleum jelly

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

What buyers love

Moist/Dry17%

“Super hydrating”

Quality-Overall16%

“Always reliable quality”

Value For Money12%

“Fairly priced”

Suitability Dry Skin7%

“Really helps with dry skin”

Soft Feel5%

“Super soft”

Advertised Vs Actual Product5%

“As advertised”

Ease Of Use4%

“Application is easy”

Efficiency4%

“Effective”

Size-Overall3%

“The size is nice”

Allergies2%

“Helps with irritation”

What buyers complain about

Size-Overall7%

“Smaller than expected”

Moist/Dry7%

“They were so dry”

Allergies6%

“Rash”

Thickness6%

“is not as thick as it”

Oily/Greasy5%

“Too greasy”

Value For Money5%

“Very expensive,”

Ease Of Use5%

“A bit hard to squeeze”

Quality-Overall5%

“Slightly less quality than name brand”

Smell4%

“It doesnt have a strong scent at all”

Adhesion/Stickiness3%

“Sticky even”

Top return reasons

Size-Overall45%

Advertised Vs Actual Product9%

Value For Money6%

Product Condition6%

Leak-Proof5%

Oily/Greasy5%

Texture/Consistency-Overall4%

Functionality-Overall3%

Defective Material/Parts2%

Smell2%

Common questions

Is white petroleum jelly profitable to sell on Amazon United States?: The niche generates $73K/yr across 28 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -19.9%. Flapen's verdict: Skip it (45/100).
How competitive is the white petroleum jelly niche?: 12 brands and 136 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in white petroleum jelly?: Top complaints mined from reviews: Size-Overall, Moist/Dry, Allergies. The return rate is 0.5%.
When does demand for white petroleum jelly peak?: Demand peaks in Aug–Sep; the busiest month runs 52.4× the quietest.
What does it cost to enter the white petroleum jelly niche?: Listings span $3.43–$42.54; the average listing price is $11.85 (sweet spot $15–$100). The average incumbent carries 10,491 reviews — the moat a new listing must climb.