Is deodorant profitable to sell on Amazon Singapore?

The niche generates $4K/yr across 29 tracked products. 90-day search growth is +3.8%. Flapen's verdict: Skip it (40/100).

How competitive is the deodorant niche?

10 brands and 18 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 86% of demand.

What do buyers complain about in deodorant?

Top complaints mined from reviews: Allergies. The return rate is 0.0%.

When does demand for deodorant peak?

Demand peaks in Oct; the busiest month runs 1.5× the quietest.

What does it cost to enter the deodorant niche?

Listings span $3.39–$19.64; the average listing price is $9.55 (sweet spot $15–$100). The average incumbent carries 19,015 reviews — the moat a new listing must climb.

deodorant

Skip it

A small market ($4K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Competition

Great31%

top-5 click share — an open shelf

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay86%

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

Growth

Okay+3.8%

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

Avg price

Okay$9.55

avg listing price — sweet spot $15–$100

Price range

Okay$3.39–$19.64

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

Conversion

Bad1.8%

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

Review moat

Bad19,014.69

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$4K

$4K/yr · 24K searches

According to Flapen's Amazon Singapore niche tracking, deodorant is a $4K/yr Amazon Singapore market (24K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Oct. Verdict: Skip it — 40/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

deodorant market data

Units sold / yr: 3K–4K; avg 0–100/product
Revenue / yr: $29K–$38K; units × avg price
Conversion rate: 1.8%
Avg BSR: #91
Page quality: 0%
Prime: 100%
Sponsored: 21%
Out of stock: 10.5%
Avg brand age: 98 months
Avg seller age: 0 days

Competition & brand share

Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.

Brands

10 falling

Sellers

Top-5 brand share

86%

Top 20: 100%

Top-5 click share

31%

Top 20: 83%

Open market

NIVEA32%
Rexona20%
Native17%
Dove10%
Degree7%
Chemist at Play4%
Open — no brand owns it (4 brands, 9%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +3.8% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 1.5×

Open Trend

Top deodorant search terms

deodorant14K/yr +35.4%3.5% conv.
deodorant men5K/yr -30.7%3.4% conv.
deodorant women5K/yr -42.8%5.3% conv.

All search terms

Top deodorant 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Dove Zero 0% Aluminium Roll On Deodorant Cucumber & Green Tea 50ml

Dove$5.825.0★3 rev

Degree Men UltraClear Antiperspirant Deodorant 72-Hour Sweat & Odor Protection Black + White Antiperspirant For Men With MotionSense Technology 2.7 Ounce (Pack of 2)

Degree$11.414.7★44,371 rev

Nivea Deodorant Spray Invisible Black White (Clear)

NIVEA$6.654.6★2 rev

Native Deodorant Contains Naturally Derived Ingredients 72 Hour Odor Control Deodorant for Women and Men Aluminum Free Eucalyptus & Mint 2.65oz

Native$19.024.4★112,105 rev

Rexona Men Sport Defense Deodorant Spray 135ml

Rexona$7.594.5★2 rev

Newest

by launch date

Chemist at Play UnderArm Roll-On with 5% AHA Lactic Acid & 1% Mandelic Acid | Prevents Body Odour Brightens Skin & Exfoliates Underarm | For Sensitive Skin |White Jasmine Fragrance|Alcohol Free-40ml

Chemist at Play$9.861,998 rev

2y ago

Dove Zero 0% Aluminium Roll On Deodorant Cucumber & Green Tea 50ml

Dove$5.823 rev

2y ago

NIVEA MEN Cool Kick Energy Fresh Deodorant Spray Cooling Dry Fresh Perfume 150ml Mens Grooming

NIVEA$7.790 rev

4y ago

NIVEA MEN Deodorant Spray - Deep (150ml) Anti Bacterial No Sweat Fresh Perfume Mens Grooming

NIVEA$8.418 rev

6y ago

Native Deodorant | Natural Deodorant for Men Aluminum Free with Baking Soda Probiotics Coconut Oil and Shea Butter | Sea Salt & Cedar

Native$17.702,976 rev

6y ago

What buyers say about deodorant

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

What buyers love

Smell33%

“best deodorant”

Allergies33%

“didn't cause any sensitive reaction on my skin”

Durability33%

“long lasting”

What buyers complain about

Allergies100%

“Severe rash caused underarm area”

Common questions

Is deodorant profitable to sell on Amazon Singapore?: The niche generates $4K/yr across 29 tracked products. 90-day search growth is +3.8%. Flapen's verdict: Skip it (40/100).
How competitive is the deodorant niche?: 10 brands and 18 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 86% of demand.
What do buyers complain about in deodorant?: Top complaints mined from reviews: Allergies. The return rate is 0.0%.
When does demand for deodorant peak?: Demand peaks in Oct; the busiest month runs 1.5× the quietest.
What does it cost to enter the deodorant niche?: Listings span $3.39–$19.64; the average listing price is $9.55 (sweet spot $15–$100). The average incumbent carries 19,015 reviews — the moat a new listing must climb.