air freshener refill
Worth a lookShows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 6% kills the launch gate
Market size
Great£1.7M£1.7M/yr · 2.4M searches
Competition
Great31%top-5 click share — an open shelf
Conversion
Great8.4%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Price range
Okay£1.77–£19.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad4,469.07avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.56avg listing price — sweet spot $15–$100
Growth
Bad-9.1%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, air freshener refill is a £1.7M/yr Amazon United Kingdom market (2.4M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 17, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 200K–250K
- avg 2,500–3,000/product
- Revenue / yr
- £1.7M–£2.1M
- units × avg price
- Launch success
- 100%
- 7 of 7 new (360d)
- Conversion rate
- 8.4%
- Avg BSR
- #34
- Page quality
- 0%
- Prime
- 78%
- Sponsored
- 80%
- Out of stock
- 3.5%
- Avg brand age
- 41 months
- Avg seller age
- 160 days
Competition
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
6 falling
Sellers
269
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
31%
Top 20: 68%
Open market
0%
- Airwick71%
- glade26%
- airpure2%
- Reckitt1%
- Generic0%
- Febreze0%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 55 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Air Wick Automatic Air Freshener Freshmatic Spray Twin Refills Crisp Linen and Lilac Pack 2 x 250ml Natural Essential Oils Last up to 140 days Air freshener
Airwick£4.514.6★2,634 rev
Air Wick Cherry Blossom & Raspberry Aerosol-Free Automatic Spray Refill 228ml Lasts up to 70 days Air Freshener
Airwick£4.084.7★1,678 rev
Air Wick Linen & White Orchid Aerosol-Free Automatic Spray Refill 228ml Lasts up to 70 days Air Freshener
Airwick£4.084.7★1,678 rev
Air Wick Cherry Blossom & Raspberry 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener
Airwick£15.644.7★2,019 rev
Air Wick Aerosol-Free Automatic Air Freshener Spray Refill Eucalyptus & Freesia Pack 1 x 228ml 24x7 Active Fresh Odour Neutraliser Lasts Up to 70 Days Air freshener For Home
Airwick£4.024.6★1,837 rev
Newest
by launch date
Air Wick Aerosol-Free Automatic Air Freshener Spray | Lasts Up to 3x70 Days (4 Refills Pure Serenity Berries & Peach Blossom Lavender Meadow & Bluebells White Peony & Jasmine Blossom)
Airwick£16.042,019 rev
Air Wick Active Fresh Aerosol-Free Automatic Air Freshener Refills Barcelona Fresh Breeze & Cotton Scent Home & Office Odour Eliminator Fragrance 204ml Pack of 4
Airwick£15.9615 rev
Air Wick Aerosol-Free Automatic Air Freshener Spray | Sweet Vanilla & Shea Butter | 4 Refills | 24x7 Active Fresh Odour Neutraliser | Lasts Up to 3x70 Days
Airwick£16.7346 rev
Air Wick Lavender Meadow & Bluebells 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener (Lavender Meadow & Bluebells)
Airwick£15.872,019 rev
Air Wick Berries & Peach Blossom 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener
Airwick£16.7678 rev
Trending
90-day click momentumAir Wick Aerosol-Free Automatic Air Freshener Spray | Lasts Up to 3x70 Days (4 Refills Pure Serenity Berries & Peach Blossom Lavender Meadow & Bluebells White Peony & Jasmine Blossom)
Airwick£16.044.7★
Air Wick Active Fresh Aerosol-Free Automatic Air Freshener Refills Barcelona Fresh Breeze & Cotton Scent Home & Office Odour Eliminator Fragrance 204ml Pack of 4
Airwick£15.964.5★
Air Wick Cherry Blossom & Raspberry Liquid Electrical Twin Refill 19ml Lasts for up to 100 Days per Refill Air Freshener
Airwick£3.064.7★
Air Wick Berries & Peach Blossom 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener
Airwick£16.764.9★
Glade Sense & Spray Air Freshener Refill Motion Activated Automatic Room Spray and Odour Eliminator for Home Floral Cherries Duo Pack (2 x 18ml) Packaging May Vary
glade£4.054.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful fragrance”
“Excellent value for money”
“Reliable product”
“As advertised”
“The rooms stay fresh”
“Ease of use”
“so they have good longevity”
“Does job”
“Good spray”
“Perfect size”
What buyers complain about
“Chemical Smell”
“Does not work properly”
“This broke after 1 use”
“Waste of money”
“Batteries supplied dont work”
“reliability is poor”
“The dispenser is very difficult to open”
“One of the bottles leaked out”
“never to strong”
“False advertising”
Top return reasons
Common questions
- Is air freshener refill profitable to sell on Amazon United Kingdom?
- The niche generates £1.7M/yr across 55 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is -9.1%. Flapen's verdict: Worth a look (54/100).
- How competitive is the air freshener refill niche?
- 6 brands and 269 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in air freshener refill?
- Top complaints mined from reviews: Smell, Functionality-Overall, Durability. The return rate is 0.2%.
- When does demand for air freshener refill peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the air freshener refill niche?
- Listings span £1.77–£19.64; the average listing price is £8.56 (sweet spot $15–$100). The average incumbent carries 4,469 reviews — the moat a new listing must climb.
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