face towels
Launch itA $879K/yr market growing +1.8% this quarter with returns at 0.2% — clears our launch bar.
Returns
Incredible0.2%return rate — above 6% kills the launch gate
Conversion
Great8.5%search→purchase rate — share of searches ending in a sale
Market size
Great£879K£879K/yr · 1.5M searches
Competition
Great39%top-5 click share — an open shelf
Brand share
Good64%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.8%90-day search growth — must beat 0% to launch
Review moat
Bad5,522.02avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.82avg listing price — sweet spot $15–$100
Price range
Bad£1.55–£14.39cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, face towels is a £879K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 64% of demand. Verdict: Launch it — 58/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 125K–150K
- avg 2,500–3,000/product
- Revenue / yr
- £853K–£1.0M
- units × avg price
- Launch success
- —
- 2 of 2 new (360d)
- Conversion rate
- 8.5%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 93%
- Out of stock
- 1.5%
- Avg brand age
- 42 months
- Avg seller age
- 171 days
Competition
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
27 rising
Sellers
48
Top-5 brand share
64%
Top 20: 95%
Top-5 click share
39%
Top 20: 75%
Open market
31%
- Lanjue22%
- Catherine Lansfield15%
- Utopia Towels11%
- Infinitee Xclusives11%
- Online Kitchenware6%
- ourmed life5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 2.1×
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 46 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
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
Country Club Set of 4 Super Soft Face Cloths
Online Kitchenware£5.194.4★1,300 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
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
Ourmed Life Biodegradable Face Towels Disposable Face Towel Ultra-Soft Facial Towelettes Lint-Free Dry Wipes for Sensitive Skin Ideal for Makeup Removal & Skincare (50 Count 1 Pack 11×9)
ourmed life£7.90261 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
Serenorch Biodegradable Disposable Face Towels
Serenorch£7.98831 rev
Catherine Lansfield Quick Dry Cotton 30x30 cm 4 Pack Face Cloths Plum
Catherine Lansfield£3.191,467 rev
Trending
90-day click momentum
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★
Ourmed Life Biodegradable Face Towels Disposable Face Towel Ultra-Soft Facial Towelettes Lint-Free Dry Wipes for Sensitive Skin Ideal for Makeup Removal & Skincare (50 Count 1 Pack 11×9)
ourmed life£7.904.7★
Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack Pink
Catherine Lansfield£3.964.4★
Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack White
Catherine Lansfield£4.294.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Beautifully soft”
“Regular quality as expected”
“Good value for money”
“right size”
“good colour”
“better than expected”
“thick material”
“Good absorbency”
“has aided improve my skin as part of my skin routine”
“easy wash”
What buyers complain about
“Not fit for purpose”
“Bad quality”
“Not very thick”
“Waste of money”
“Looks like the colour has been washed out”
“Unpleasant smell”
“Very thin”
“Cheap Material”
“not super soft”
“Neither side was good for cleansing routine”
Top return reasons
Common questions
- Is face towels profitable to sell on Amazon United Kingdom?
- The niche generates £879K/yr across 46 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +1.8%. Flapen's verdict: Launch it (58/100).
- How competitive is the face towels niche?
- 27 brands and 48 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 64% of demand.
- What do buyers complain about in face towels?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 0.2%.
- When does demand for face towels peak?
- Demand is steady year-round — the busiest month runs 2.1× the quietest.
- What does it cost to enter the face towels niche?
- Listings span £1.55–£14.39; the average listing price is £6.82 (sweet spot $15–$100). The average incumbent carries 5,522 reviews — the moat a new listing must climb.
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