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 5% 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
face cloth market data
- Units sold / yr
- 60K–80K
- avg 1,500–2,000/product
- Revenue / yr
- £400K–£534K
- units × avg price
- 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 & brand share
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×
Top face cloth search terms
- flannels223K/yr
- flannel face cloth134K/yr
- face flannels104K/yr
- flannel78K/yr
- flannels face cloth pack 1241K/yr
- face flannel25K/yr
- flannels face cloth pack 419K/yr
- face flannels pack of 619K/yr
- cotton flannels11K/yr
- face cloths flannels cotton15K/yr
Top face cloth 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.
All 24 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 dateCatherine Lansfield Quick Dry Cotton 30x30 cm 4 Pack Face Cloths Plum
Catherine Lansfield£3.191,467 rev
Catherine Lansfield Quick Dry Cotton 30x30 cm 4 Pack Face Cloths Chocolate
Catherine Lansfield£3.261,467 rev
Radsocken 8 Pack Flannel Face Cloth 12 x 12 Inch Soft Face Towels Make Up Remover Cloth Reusable Microfibre Face Cloth Facial Cleansing Cloths Baby Wash Cloth for Women Kids
Radsocken£5.35115 rev
FRIUSATE Face Flannels Pack Of 6 Baby Wash Cloth Soft Flannels Face Cloth Quick Dry Reusable Body Cloths Wash Towels For Baby Kids Adults(30x30cm)
FRIUSATE£5.62336 rev
Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack Pink
Catherine Lansfield£3.961,467 rev
Trending
90-day click momentum
Amazon Essentials Mens Long-Sleeved Flannel Shirt Black S
Amazon Essentials£11.364.5★
Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack Pink
Catherine Lansfield£3.964.4★
Meridiana Super Soft 100% Cotton Family Washcloths. Machine Washable. Pink. 3 Pack. 30cm X 30cm X
MERIDIANA£4.274.6★
Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack White
Catherine Lansfield£4.294.4★
Divine Textiles 100% Egyptian Cotton Flannel Face Cloths Wash Towel Set - White 12 Pack 30 x 30 cm - Highly Absorbent Flannels Face Clothes Extra Soft Fingertip Towels For Sports Work Gym Spa
DTEX HOMES£7.884.4★
What buyers say about face cloth
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.