Vaseline Lotion Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Aveeno is the best-performing vaseline lotion brand in July 2026, moving 40,000 units across 2 ASINs for 34.2% of Top 10 volume. NIVEA follows with 39,000 units (33.3%), ahead of Vaseline on 38,000 units (32.5%).

With 3 brands splitting the Top 10 and 100.0% 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 $9.60 to $13.27, which frames the price band a competing listing has to justify.

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, one ASIN forced its way in: B08NGDVKBK booked 9K units at $11.47, with ▲ 12.5% MoM change. On the growth side, B00I69T9I6 leads positive momentum with ▲ 11900.0% MoM growth on 6K units, with B0CFBTSFSZ close behind at ▲ 100.0% MoM 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.