face cloth
Worth a lookShows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 6% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Competition
Great40%top-5 click share — an open shelf
Brand share
Good67%top-5 brand share — brands hold most of the demand
Market size
Good£468K£468K/yr · 726K searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Okay+7.2%90-day search growth — must beat 0% to launch
Price range
Okay£1.55–£19.95cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad5,615.95avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.67avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, face cloth is a £468K/yr Amazon United Kingdom market (726K searches/yr). The top 5 brands hold 67% of demand. Verdict: Worth a look — 59/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 60K–80K
- avg 1,500–2,000/product
- Revenue / yr
- £400K–£534K
- units × avg price
- Launch success
- —
- 1 of 4 new (360d)
- Conversion rate
- 9.7%
- Avg BSR
- #54
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 88%
- Out of stock
- 1.8%
- Avg brand age
- 41 months
- Avg seller age
- 175 days
Competition
Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.Brands
22 rising
Sellers
43
Top-5 brand share
67%
Top 20: 99%
Top-5 click share
40%
Top 20: 79%
Open market
27%
- Lanjue25%
- Catherine Lansfield17%
- Utopia Towels12%
- Online Kitchenware6%
- Infinitee Xclusives6%
- beryris6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
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 43 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lanjue 8 Pack Flannel Face Cloth 10 x 10 inch Soft Bamboo Face Cloth Face Towels Reusable Facial Cleansing Cloths Baby Wash Cloth for Women Kids Adult Spa Sport Beauty Routine
Lanjue£5.894.4★1,867 rev
6 Pack Cotton Face Cloth 20x20cm Flannel Face Cloths Facial Cleaning Cloth Washcloth Face Removing Towel Makeup Remover Wipes Face Flannels Muslin Cloths for Beauty Routine
Lanjue£4.923.9★980 rev
Catherine Lansfield Quick Dry Cotton 30x30 cm 4 Pack Face Cloths Plum
Catherine Lansfield£3.194.4★1,467 rev
Country Club Set of 4 Super Soft Face Cloths
Online Kitchenware£5.194.4★1,300 rev
Infinitee Xclusives - 12 Pack 100% Cotton Face Cloths Wash Cloths |30x30 cm| - Ultra Soft & Highly Absorbent Fingertip Towels for Spa Gym Hotel & Bathroom |Brilliant White|
Infinitee Xclusives£8.854.7★4,507 rev
Newest
by launch date
Admygo 8PCS Bamboo Charcoal Fiber Face Cloths Plain Weave Reusable Facial Cleansing Towels Soft SkinFriendly Cleansing Cloth Set for Daily Face Washing Makeup Removal and Home Use
Admygo£4.6322 rev
Flannel Pyjamas Thermal Sleepwear for Winter Cosy Fleece Loungewear for Cold Nights Soft Comfortable Clothing for Home Light grey XL
Generisch£19.950 rev
4 Pack Bamboo Face Cloths Flannels Baby Wash Cloth Makeup Remover Facial Cleansing Flannel Reusable Soft Microfibre Clean Washcloths Towels Facecloths For Kids Adults Bathroom Washcloth Towel(25*25cm)
Keltra£5.5814 rev
Novo Home Face Towels Pack of 12 550 GSM 100% Cotton Washcloths (30x30cm) Soft Quick Dry Highly Absorbent Flannels for Bathroom Spa Gym Sky Blue
Novo Home£9.42145 rev
Novo Home Face Towels Pack of 12 550 GSM 100% Cotton Washcloths (30x30cm) Soft Quick Dry Highly Absorbent Flannels for Bathroom Spa Gym Dark Grey
Novo Home£10.17145 rev
Trending
90-day click momentumFlannel Pyjamas Thermal Sleepwear for Winter Cosy Fleece Loungewear for Cold Nights Soft Comfortable Clothing for Home Light grey XL
Generisch£19.950.0★
Amazon Essentials Mens Long-Sleeved Flannel Shirt Black S
Amazon Essentials£11.364.5★
Admygo 8PCS Bamboo Charcoal Fiber Face Cloths Plain Weave Reusable Facial Cleansing Towels Soft SkinFriendly Cleansing Cloth Set for Daily Face Washing Makeup Removal and Home Use
Admygo£4.634.5★
Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack Pink
Catherine Lansfield£3.964.4★
Amazon Basics Face Towel Set for bathroom 100% Cotton Extra Absorbent Fast Drying Face Cloths 30 x 30 cm Grey 24-Pack
Amazon Basics£10.404.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“soft material”
“Regular quality as expected”
“Good value for money”
“good colour”
“right size”
“better than expected”
“easy wash”
“Good absorbency”
“thick material”
“Lovely soft material nice size as well”
What buyers complain about
“Not fit for purpose”
“Bad quality”
“Not very thick”
“Looks like the colour has been washed out”
“Very thin”
“Not good value”
“Look nothing like the photos”
“Cheap Material”
“This made them less practical to use”
“not super soft”
Top return reasons
Common questions
- Is face cloth profitable to sell on Amazon United Kingdom?
- The niche generates £468K/yr across 43 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is +7.2%. Flapen's verdict: Worth a look (59/100).
- How competitive is the face cloth niche?
- 22 brands and 43 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in face cloth?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 0.3%.
- When does demand for face cloth peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the face cloth niche?
- Listings span £1.55–£19.95; the average listing price is £6.67 (sweet spot $15–$100). The average incumbent carries 5,616 reviews — the moat a new listing must climb.
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