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Deodorant

Fail

Shoppers spend an estimated $4K a year here, so Deodorant is a Fail.

Flapen Score
40
40 / 100
Top 26% of 111 Beauty niches · +5 vs the category median of 35
Market size
$4K/yr24K searches / yr
90-day growth
+3.8%search demand this quarter
Competition
31%top-5 click share · 10 brands · 18 sellers

Flapen Score

Deodorant against its category

The dotted line is the Beauty average. Past it, Deodorant is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Deodorant market on Amazon at a glance

Shoppers on Amazon Singapore searched for Deodorant 24K times last year and spent an estimated $4K. The top 5 brands take 86% of clicks. Demand peaks in Oct. Flapen scores it 40 out of 100, a Fail.

01 · Demand

An estimated 1.8% of those searches ended in a purchase.

Shoppers searched for this 24K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 1.8% of those searches ended in a purchase. Searches in the last 90 days moved +3.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated $4K a year.

Searches, last 12 months
24K
Growth, 90 days vs prior 90
+3.8%
Conversion, latest week
1.8%
Market size, estimated
$4Ka year
Peak month
October1.5× the quietest month
Top search term
deodorant14K searches a year

02 · Price

A sale here is worth $9.55.

Listings sell for $9.55 on average, from $3.39 to $19.64. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At $9.55 that is $0 to $955 a year per listing.

Average price
$9.55under the $15 to $100 sweet spot
Price range
$3.39–$19.64
Amazon Singapore median price
$30.00across 1,590 niches
Units sold a year
3K–4K
Units per listing a year
0–100
Revenue per listing a year
$0–$955
Returns
0.0%of orders · Amazon Singapore median 0.0%

03 · Entry bar

The bar here is reviews.

21% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 10.5% of listings are out of stock. The average listing ranks #91 within Beauty. It carries 19,015 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
21%
Prime listings
100%
Out of stock, average day
10.5%
Average rank
#91in Beauty
Average rating
4.51 starsAmazon Singapore average 4.47 stars
Average reviews
19,015per listing
Listings tracked
29

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 98 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
98 months

Products

Top Deodorant products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take only 31% of clicks. An open shelf where new products get seen.

Brands

10 falling

Sellers

18

Top-5 brand share

86%

Top 20: 100%

Top-5 click share

31%

Top 20: 83%

Open market

9%

  • Brand 132%
  • Brand 220%
  • Brand 317%
  • Brand 410%
  • Brand 57%
  • Brand 64%
  • Open — no brand owns it (4 brands, 9%)

Demand

Deodorant search demand

Weekly searches over the year, seasonality beneath. Pick a range.

1K750Spike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct · busiest ÷ quietest = 1.5×

Search terms

Top Deodorant search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • deodorant14K/yr
  • deodorant men5K/yr
  • deodorant women5K/yr

Reviews and returns

What reviews say buyers love and hate about Deodorant

We read the reviews and the return reasons for every product selling here.

33%of positive reviews mention “Smell”
100%of negative reviews mention “Allergies”
<0.1%of orders come back, a rate Amazon rounds to zero
“Severe rash caused underarm area”
A buyer, on “Allergies”100% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

3 topics

NegativePositive

Keep looking

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Niches in the same category that score near this one. Research these next.

FAQ

Common Deodorant questions

Answered from the same tracked data.