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 5% 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
face towels market data
- Units sold / yr
- 125K–150K
- avg 2,500–3,000/product
- Revenue / yr
- £853K–£1.0M
- units × avg price
- 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 & brand share
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×
Top face towels search terms
- face cloths351K/yr
- flannels223K/yr
- face towels156K/yr
- flannel face cloth134K/yr
- face flannels104K/yr
- flannel78K/yr
- face cloth77K/yr
- face cloths for washing face78K/yr
- face towel63K/yr
- wash cloth48K/yr
Top face towels 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
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 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
Beauntangly Disposable Face Clean Towels XL Face Cloths for Skin Care Thick Lint- free Ultra Soft Dry Wipes for Makeup Removing Cleaning Traveling 10-Inch X 12-Inch 50 Count 1 Pack
BEAUNTANGLY£6.48517 rev
Ourmed Life Face Towels Disposable Biodegradable Clean Face Wipes for Sensitive Skin Lint- free Facial Towels for Women Cleansing Skincare and Makeup Remover Dry Wipes 100 Count EF Texture
ourmed life£8.075,633 rev
Face Towels XXL 60 Count 12 × 12 Disposable Face Towel Clean Facial Towels for Makeup Remove and Clean Skin USDA Certified 100% Biobased Face Wipes Super Soft and Thick
FACEMADE£7.922,177 rev
Trending
90-day click momentum
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★
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 30x30 cm 4 Pack Face Cloths Plum
Catherine Lansfield£3.194.4★
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★
What buyers say about face towels
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.