---
title: "air freshener refill — £1.7M/yr Amazon United Kingdom Niche, Score 54/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/automotive/air-freshener-refill"
last_updated: "2026-07-20T18:44:52.394Z"
locale: en
meta:
description: "air freshener refill shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "air freshener refill shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "air freshener refill — £1.7M/yr Amazon United Kingdom Niche, Score 54/100 - Flapen"
---
# **air freshener refill**
**Worth a look**
Shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 90Growth 20Conversion 80Competition 84Returns 99Price range 26Avg price 24Brand share 1Review moat 25Quality gap 27
**Returns**
**Incredible****0.2%**
return rate — above 6% kills the launch gate
**Market size**
**Great****£1.7M**
£1.7M/yr · 2.4M searches
**Competition**
**Great****31%**
top-5 click share — an open shelf
**Conversion**
**Great****8.4%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£1.77–£19.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****4,469.07**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£8.56**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-9.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
60K40KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/automotive/air-freshener-refill/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%£51K6%£102K9%£153K12%£204K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 55 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£4.51**4.6★2,634 rev](https://www.amazon.co.uk/dp/B0BVRC1R1K) [2**Air Wick Cherry Blossom & Raspberry Aerosol-Free Automatic Spray Refill 228ml Lasts up to 70 days Air Freshener**Airwick**£4.08**4.7★1,678 rev](https://www.amazon.co.uk/dp/B0DP7F3685) [3**Air Wick Linen & White Orchid Aerosol-Free Automatic Spray Refill 228ml Lasts up to 70 days Air Freshener**Airwick**£4.08**4.7★1,678 rev](https://www.amazon.co.uk/dp/B0DP7JQK98) [4**Air Wick Cherry Blossom & Raspberry 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener**Airwick**£15.64**4.7★2,019 rev](https://www.amazon.co.uk/dp/B0F54JDSF7) [5**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**£4.02**4.6★1,837 rev](https://www.amazon.co.uk/dp/B0BLZ4NRG2)
**~~View all top sellers →~~**
### **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**£16.04**2,019 rev3mo ago](https://www.amazon.co.uk/dp/B0GXFT5XCM) [**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**£15.96**15 rev4mo ago](https://www.amazon.co.uk/dp/B0GQTBTMMR) [**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**£16.73**46 rev6mo ago](https://www.amazon.co.uk/dp/B0GFWMZ6NS) [**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**£15.87**2,019 rev6mo ago](https://www.amazon.co.uk/dp/B0GFF1BMGM) [**Air Wick Berries & Peach Blossom 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener**Airwick**£16.76**78 rev6mo ago](https://www.amazon.co.uk/dp/B0GFDY65BJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£16.04**4.7★**▲ 335%**](https://www.amazon.co.uk/dp/B0GXFT5XCM) [**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**£15.96**4.5★**▲ 317%**](https://www.amazon.co.uk/dp/B0GQTBTMMR) [**Air Wick Cherry Blossom & Raspberry Liquid Electrical Twin Refill 19ml Lasts for up to 100 Days per Refill Air Freshener**Airwick**£3.06**4.7★**▲ 180%**](https://www.amazon.co.uk/dp/B0DP7JN27C) [**Air Wick Berries & Peach Blossom 24/7 Active Fresh Refill 228ml x 4 Pack - Lasts up to 70 days Air Freshener**Airwick**£16.76**4.9★**▲ 100%**](https://www.amazon.co.uk/dp/B0GFDY65BJ) [**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**£4.05**4.6★**▲ 90%**](https://www.amazon.co.uk/dp/B0CDXMB6GX)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**59%
*“Beautiful fragrance”*
**Value For Money**13%
*“Excellent value for money”*
**Quality-Overall**6%
*“Reliable product”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Freshness**3%
*“The rooms stay fresh”*
**Ease Of Use**2%
*“Ease of use”*
**Durability**2%
*“so they have good longevity”*
**Efficiency**2%
*“Does job”*
**Spray/Flow**1%
*“Good spray”*
**Size-Overall**1%
*“Perfect size”*
### **What buyers complain about **
**Smell**28%
*“Chemical Smell”*
**Functionality-Overall**12%
*“Does not work properly”*
**Durability**9%
*“This broke after 1 use”*
**Value For Money**6%
*“Waste of money”*
**Battery Life**5%
*“Batteries supplied dont work”*
**Quality-Overall**5%
*“reliability is poor”*
**Ease Of Use**3%
*“The dispenser is very difficult to open”*
**Leak-Proof**3%
*“One of the bottles leaked out”*
**Strength**2%
*“never to strong”*
**Advertised Vs Actual Product**2%
*“False advertising”*
### **Top return reasons **
**Functionality-Overall**35%
**Smell**20%
**Leak-Proof**13%
**Size-Overall**5%
**Advertised Vs Actual Product**4%
**Compatibility-Overall**3%
**Battery Life**2%
**Value For Money**2%
**Durability**2%
**Quality-Overall**2%
## **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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