Baby Lotion Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Baby Lotion sales on Amazon US totaled 252,000 units in July 2026 (▼ 9.7% vs. the prior month), generating an estimated $3,582,697 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 44.8% of unit volume and 46.3% of revenue, while a typical listing is priced at $13.80. The keyword itself pulled 121,470 Amazon queries over the same period (▲ 16.6% MoM).
Zooming out to the 12-month window ending July 2026, the baby lotion Top 50 moved 3,042,650 units and $44,821,124 in cumulative sales — an average of 253,554 units and $3,735,094 per month. Monthly throughput topped out at 285,400 units in January 2026 and dipped to 160,350 in May 2026, leaving the latest reading 5.9% higher than August 2025.
Baby Lotion Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
252K
▼ 9.7% MoM
Monthly Revenue 2026/07
$3.6M
▼ 10.5% MoM
Top 10 Market Share 2026/07
44.8%
Baby Lotion Market Share & Sales Concentration on Amazon US — July 2026
The most-sold baby lotion listing on Amazon US in July 2026 is ASIN B005UEB96K (Brand: Aquaphor), which sold 30,000 units at $16.53 apiece — equal to 11.9% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 113,000 units and $1,659,140 in July 2026 — 44.8% of unit volume and 46.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Baby Lotion' on Amazon
July 2026
Is 44.8% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B005UEB96K
Aquaphor Baby Healing Ointment for Diaper Rash and More, 14 OZ | Baby Skin Protectant with Petrolatum for Chapped or Dry Skin, Drool Rash and Diaper Rash, Hypoallergenic, Fragrance Free
30K
▲ 0.0%vs. prior month
$548.1K
latest month
12-month trend
B00W9P0J28
The Honest Company Face and Body Lotion, Fragrance-Free, 8.5 fl oz
10K
▲ 0.0%vs. prior month
$100K
latest month
12-month trend
B01HI7VY84
Aveeno Baby Eczema Therapy Nighttime Body Balm, Hypoallergenic, 11 oz | Made with Colloidal Oat & Ceramides, Soothes Dry, Itchy Skin Due to Eczema, HSA/FSA Eligible, No Added Fragrances or Steroids
10K
▲ 0.0%vs. prior month
$179.9K
latest month
12-month trend
B07DGKXBD7
Johnson's Baby Lotion with Coconut Oil, 27.1 fl. oz | 72-HR Hydration, Hypoallergenic, Safe for Newborns, Helps Protect from Dryness, with Aloe Vera & Vitamin B5, No Added Dyes
10K
▲ 0.0%vs. prior month
$75.2K
latest month
12-month trend
B07DGPGR56
Johnson's Baby Sleepy Time Gift Set, 3 Items
10K
▲ 0.0%vs. prior month
$128.4K
latest month
12-month trend
B09RKNVYFT
Cetaphil Baby Wash & Shampoo + Lotion, Sensitive Skin, 13.5oz, 2ct | Hypoallergenic, Tear-Free, Gentle For Newborns, 24-Hour Hydration, Dermatologist-Tested, Baby Skincare Essentials Bundle
10K
▲ 0.0%vs. prior month
$147.8K
latest month
12-month trend
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Best Baby Lotion Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Aquaphor is the best-performing baby lotion brand in July 2026, moving 30,000 units across 1 ASIN for 26.5% of Top 10 volume. Aveeno Baby follows with 27,000 units (23.9%), ahead of Johnson's Baby on 20,000 units (17.7%).
With 7 brands splitting the Top 10 and 68.1% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $10.32 to $16.53, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Aquaphor
1 ASIN in Top 10
26.5%
Units
30K
Revenue
$548.1K
Avg. price
$16.53
B005UEB96K
$16.53·★4.8·97.3K revsAquaphor Baby Healing Ointment for Diaper Rash and More, 14 OZ | Baby Skin Protectant with Petrolatum for Chapped or Dry Skin, Drool Rash and Diaper Rash, Hypoallergenic, Fragrance Free
Units sold30K
Aveeno Baby
3 ASINs in Top 10
23.9%
Units
27K
Revenue
$395.9K
Avg. price
$15.03
B01HI7VY84
$19.68·★4.7·28K revsAveeno Baby Eczema Therapy Nighttime Body Balm, Hypoallergenic, 11 oz | Made with Colloidal Oat & Ceramides, Soothes Dry, Itchy Skin Due to Eczema, HSA/FSA Eligible, No Added Fragrances or Steroids
Units sold10KB0080I51NK
$12.78·★4.8·22.6K revsAveeno Baby Eczema Therapy Moisturizing Cream for Dry, Itchy Skin, 7.3 oz | Baby Eczema Cream with Natural Colloidal Oat & Vitamin B5, for Itchy, Dry Skin, Hypoallergenic, No Added Steroids
Units sold9KB0030UF6EW
$12.62·★4.8·23K revsAveeno Baby Daily Moisture Body Lotion, Fragrance Free, 18 fl. oz
Units sold8K
Johnson's Baby
2 ASINs in Top 10
17.7%
Units
20K
Revenue
$203.6K
Avg. price
$10.32
B07DGKXBD7
$7.68·★4.7·25.1K revsJohnson's Baby Lotion with Coconut Oil, 27.1 fl. oz | 72-HR Hydration, Hypoallergenic, Safe for Newborns, Helps Protect from Dryness, with Aloe Vera & Vitamin B5, No Added Dyes
Units sold10KB07DGPGR56
$12.97·★4.8·14.1K revsJohnson's Baby Sleepy Time Gift Set, 3 Items
Units sold10K
Trending Baby Lotion Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B0030UF6EW booked 8K units at $12.62, with ▲ 14.3% MoM change. On the growth side, B0DT7LTKNX leads positive momentum with ▲ 100.0% MoM growth on 2K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B0030UF6EW
Aveeno Baby Daily Moisture Body Lotion, Fragrance Free, 18 fl. oz
Price
$12.62
Rating
4.8
Reviews
23K
Latest month sales
B097CHTCJJ
CeraVe Baby Lotion, Baby Skin Moisturizer with Vitamin E & Niacinamide,16oz | Gently Hydrates Delicate Skin with A Non-Greasy Feel, Free Of Fragrance, Dyes, Paraben & Phthalates
Price
$14.97
Rating
4.8
Reviews
12.9K
Latest month sales
B0DT7LTKNX
CeraVe Baby Eczema Relief Cream with 1% Colloidal Oatmeal & Vitamin E, 5oz | Baby Eczema Cream with Ceramides Helps Soothe and Calm Itchy Skin, Fragrance-Free, Developed with Pediatric Dermatologist
Unlock to view ASIN details and product titles
Price
$10.88
Rating
4.7
Reviews
882
Latest month sales
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