Product Launch: UltraFlex Hits Amazon First

Biofreeze UltraFlex was quietly introduced on Amazon.com as part of a soft-launch strategy weeks ahead of its anticipated brick-and-mortar rollout. 

The new patch comes in a 4 pack with a list price of $9.37 and an expected retail price range between $17.13 and $20.73. The product is currently priced at $14.99. Brick-and-mortar availability for RB health’s new product is expected in the next 6-8 weeks.

Despite visible availability on Amazon, the patch is not yet featured on Biofreeze.com, suggesting a deliberate sequencing of digital channels and perhaps a targeted test of consumer demand before full-scale integration across owned and retail platforms.

Early reviews for the Biofreeze patch are largely positive, the product has already accumulated 40 reviews with a 4.3/5 rating, with feedback praising its effectiveness—validating interest from digitally engaged shoppers. 

Notably, the practice of soft-launching products on Amazon weeks, or even months, ahead of their brick-and-mortar debuts has been an increasing trend within the Health, Beauty, & Wellness space. 

Strategic Differentiation: Flexibility, Adhesion, and Premium Positioning

UltraFlex entered the lidocaine patch segment with two specific claims:

• “Superior 4-way flexibility”
• “Superior adhesion to stay in place”

These features directly address consumer pain points often voiced in review data: lack of comfort, slippage, or poor performance during movement. By emphasizing performance rather than volume or price, Biofreeze is aiming to carve out a premium experience-focused niche.

This approach mirrors broader HBW market behavior, where successful products increasingly balance efficacy with usability, comfort, and aesthetic integration into active lifestyles.

The Data: Competitive Landscape on Amazon

Current Amazon share of shelf among External Pain – Patches shows Biofreeze holding a leading position at 22%, followed closely by IcyHot (17% share) and Salonpas (17% share), with Amazon’s own Basic Care trailing a bit further behind (11% share).

Primary competing SKUs, based on price point, are:

• Amazon Basic Care Maximum Strength OTC Pain Relief Patch ($14.37)
• Jointflex Therapy Patch Universal ($14.67) 

The Amazon patches offer the same 4% lidocaine but nearly 4x the number of patches at 15, appealing to shoppers looking for value. 

The lidocaine-free Jointflex patches promote mobility and drug-free support with 3 rectangular/6 round patches. 

This dynamic underscores a key tension in the space: efficacy and trust vs. volume and price sensitivity. Biofreeze’s decision to lead with a smaller pack size but stronger feature set reflects a bet on quality-conscious consumers.

Retail Implications: What to Watch 

RB Health plans to expand distribution to brick-and-mortar retail within the next 4–6 weeks, with Amazon serving as a bellwether channel for consumer adoption. This hybrid strategy allows the brand to:

• Measure response and optimize marketing language
• Adjust pricing or pack configurations pre-retail
• Minimize launch risk by soft-testing in a data-rich environment

For retail buyers and category managers, the Biofreeze launch offers a model for how digital-first brands can drive velocity before shelf placement—particularly in segments like pain relief, where customer trust and word-of-mouth matter deeply.

Conclusion: Strategic Play in a Competitive Category

Biofreeze UltraFlex may be a single SKU, but its launch strategy reflects much larger movements in the HBW category. Overall, within lidocaine patches, Biofreeze is poised to stand out on Amazon.com with its focus on premium positioning, Amazon-led validation, and targeted innovation.

For brands and retailers navigating this evolving landscape, the key takeaways are clear:

• Digital-first launches provide real-time market feedback
• Product differentiation can come from experience, not just ingredients
  Trust and design matter more than ever in repeat-purchase categories like pain relief

At OpenBrand, we’ll continue tracking Biofreeze’s retail rollout—and the broader evolution of HBW launch strategies across digital and physical retail.