---
title: "Face Towels — £879K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/face-towels"
last_updated: "2026-07-21T11:39:45.240Z"
locale: en
meta:
description: "Niche score 58/100 · £879K/yr market · 1.5M searches/yr · £6.82 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 58/100 · £879K/yr market · 1.5M searches/yr · £6.82 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Face Towels — £879K/yr Amazon UK Niche (2026) - Flapen"
---
# **face towels**
**Launch it**
A $879K/yr market growing +1.8% this quarter with returns at 0.2% — clears our launch bar.
Market size 76Growth 27Conversion 81Competition 76Returns 99Price range 0Avg price 19Brand share 68Review moat 24Quality gap 47
**Returns**
**Incredible****0.2%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****8.5%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£879K**
£879K/yr · 1.5M searches
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Brand share**
**Good****64%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+1.8%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****5,522.02**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£6.82**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.55–£14.39**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **face towels 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 & 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.
35K25KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/uk/baby-products/face-towels/trend)
## **Top face towels search terms**
- **face cloths**351K/yr+0.1%6.3% conv. - **flannels**223K/yr+5.9%8.7% conv. - **face towels**156K/yr-4.8%6.9% conv. - **flannel face cloth**134K/yr+7.0%8.5% conv. - **face flannels**104K/yr+4.5%7.3% conv. - **flannel**78K/yr+16.2%6.5% conv. - **face cloth**77K/yr+0.7%5.0% conv. - **face cloths for washing face**78K/yr-14.2%7.2% conv. - **face towel**63K/yr+1.8%4.6% conv. - **wash cloth**48K/yr-5.9%3.1% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/face-towels/search-terms)
## **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.
0%3%£26K6%£53K9%£79K12%£105K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 46 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£5.89**4.4★1,867 rev](https://www.amazon.co.uk/dp/B0BCPN9QW3) [2**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**£8.85**4.7★4,507 rev](https://www.amazon.co.uk/dp/B09NHVSLV4) [3**Country Club Set of 4 Super Soft Face Cloths**Online Kitchenware**£5.19**4.4★1,300 rev](https://www.amazon.co.uk/dp/B08MWNWN81) [4**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**£4.92**3.9★980 rev](https://www.amazon.co.uk/dp/B09VDCLQKF) [5**Catherine Lansfield Quick Dry Cotton 30x30 cm 4 Pack Face Cloths Plum**Catherine Lansfield**£3.19**4.4★1,467 rev](https://www.amazon.co.uk/dp/B0B5Q2FZ17)
**~~View all top sellers →~~**
### **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**£4.63**22 rev4mo ago](https://www.amazon.co.uk/dp/B0GQYP7NDW) [**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**£7.90**261 rev11mo ago](https://www.amazon.co.uk/dp/B0F2HS9JL5) [**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**£10.17**145 rev1y ago](https://www.amazon.co.uk/dp/B0F8W63D1C) [**Serenorch Biodegradable Disposable Face Towels**Serenorch**£7.98**831 rev1y ago](https://www.amazon.co.uk/dp/B0DDWRBZYR) [**Catherine Lansfield Quick Dry Cotton 30x30 cm 4 Pack Face Cloths Plum**Catherine Lansfield**£3.19**1,467 rev1y ago](https://www.amazon.co.uk/dp/B0B5Q2FZ17)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amazon Essentials Mens Long-Sleeved Flannel Shirt Black S**Amazon Essentials**£11.36**4.5★**▲ 265%**](https://www.amazon.co.uk/dp/B08X5C4LC8) [**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**£4.63**4.5★**▲ 264%**](https://www.amazon.co.uk/dp/B0GQYP7NDW) [**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**£7.90**4.7★**▲ 263%**](https://www.amazon.co.uk/dp/B0F2HS9JL5) [**Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack Pink**Catherine Lansfield**£3.96**4.4★**▲ 258%**](https://www.amazon.co.uk/dp/B0BW9SYXN3) [**Catherine Lansfield Quick Dry Cotton Face Cloth 4 Pack White**Catherine Lansfield**£4.29**4.4★**▲ 203%**](https://www.amazon.co.uk/dp/B0BWB4CGCV)
**~~View all trending →~~**
## **What buyers say about face towels**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Soft Feel**24%
*“Beautifully soft”*
**Quality-Overall**22%
*“Regular quality as expected”*
**Value For Money**11%
*“Good value for money”*
**Size-Overall**6%
*“right size”*
**Color**5%
*“good colour”*
**Advertised Vs Actual Product**3%
*“better than expected”*
**Thickness**3%
*“thick material”*
**Absorbency**3%
*“Good absorbency”*
**Suitability Combination Skin**2%
*“has aided improve my skin as part of my skin routine”*
**Washability**2%
*“easy wash”*
### **What buyers complain about **
**Size-Overall**19%
*“Not fit for purpose”*
**Quality-Overall**14%
*“Bad quality”*
**Thickness**13%
*“Not very thick”*
**Value For Money**5%
*“Waste of money”*
**Color**4%
*“Looks like the colour has been washed out”*
**Smell**4%
*“Unpleasant smell”*
**Thin**4%
*“Very thin”*
**Material Quality**2%
*“Cheap Material”*
**Hard Feel**2%
*“not super soft”*
**Ease Of Cleaning**2%
*“Neither side was good for cleansing routine”*
### **Top return reasons **
**Size-Overall**26%
**Thin**18%
**Quality-Overall**17%
**Material Quality**11%
**Advertised Vs Actual Product**5%
**Smell**4%
**Color**3%
**Value For Money**2%
**Hard Feel**2%
**Thickness**2%
## **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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