---
title: "aluminium free deodorant — £188K/yr Amazon United Kingdom Niche, Score 44/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/aluminium-free-deodorant"
last_updated: "2026-07-20T19:48:23.379Z"
locale: en
meta:
description: "brand-locked demand (top 5 brands take 96% of clicks) — aluminium free deodorant doesn't clear our bar today. Data updated Jul 2026."
"og:description": "brand-locked demand (top 5 brands take 96% of clicks) — aluminium free deodorant doesn't clear our bar today. Data updated Jul 2026."
"og:title": "aluminium free deodorant — £188K/yr Amazon United Kingdom Niche, Score 44/100 - Flapen"
---
# **aluminium free deodorant**
**Skip it**
Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Market size 38Growth 21Conversion 85Competition 39Returns 100Price range 13Avg price 19Brand share 10Review moat 24Quality gap 75
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****9.4%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£188K**
£188K/yr · 298K searches
**Review moat**
**Bad****6,296.48**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-9.0%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£6.68**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.67–£16.92**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****96%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, aluminium free deodorant is a £188K/yr Amazon United Kingdom market (298K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Apr. Verdict: Skip it — 44/100.
Data updated Jul 18, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **20K–25K**
- avg 250–500/product
- **Revenue / yr**
- **£134K–£167K**
- units × avg price
- **Launch success**
- **80%**
- 4 of 5 new (360d)
- **Conversion rate**
- **9.4%**
- **Avg BSR**
- **#130**
- **Page quality**
- **0%**
- **Prime**
- **90%**
- **Sponsored**
- **57%**
- **Out of stock**
- **1.5%**
- **Avg brand age**
- **68 months**
- **Avg seller age**
- **158 days**
## **Competition**
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**7 **▲rising
**Sellers**
**86**
**Top-5 brand share**
**96%**
Top 20: 100%
**Top-5 click share**
**61%**
Top 20: 99%
**Open market**
**2%**
- Bionsen62% - Mitchum14% - Salt Of the Earth11% - Dove6% - NIVEA4% - Native2% - Open — no brand owns it (1 brand, 2%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -9.0% search growth over the last 90 days.
10K6KSpike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Apr · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/beauty/aluminium-free-deodorant/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%10%£19K20%£38K30%£56K40%£75K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Bionsen Mineral Protective Roll-On Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 50ml 3 Pack**Bionsen**£5.55**4.4★2,801 rev](https://www.amazon.co.uk/dp/B0GD7KR6JR) [2**Bionsen Mineral Protective Spray Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 150ml 3 Pack**Bionsen**£7.39**4.5★1,093 rev](https://www.amazon.co.uk/dp/B0GD812347) [3**Mitchum Women Natural Deodorant Stick Aluminium Free Vegan Cruelty Free 96% Natural Ingredients Eucalyptus Packaging May Vary**Mitchum**£3.56**4.0★3,234 rev](https://www.amazon.co.uk/dp/B08Z9X37SF) [4**Salt of the Earth - Natural Deodorant Roll On - Lavender & Vanilla - 100% Natural Origin Ingredients - Vegan -Suitable for Men Women & Kids - 75ml**Salt Of the Earth**£4.47**4.3★12,534 rev](https://www.amazon.co.uk/dp/B07BN1ZNBL) [5**Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.82**4.2★172 rev](https://www.amazon.co.uk/dp/B0F15CYB55)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Bionsen Mineral Protective Roll-On Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 50ml 3 Pack**Bionsen**£5.55**2,801 rev6mo ago](https://www.amazon.co.uk/dp/B0GD7KR6JR) [**Bionsen Mineral Active Roll-On Deodorant 0 Percent Aluminum Paraben Free 48 Hour Protection Against Odours Suitable for Sensitive Skin 50ml 3 Pack**Bionsen**£6.98**20 rev6mo ago](https://www.amazon.co.uk/dp/B0GD7Q5RZP) [**Bionsen Mineral Protective Stick Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 40ml 3 Pack**Bionsen**£7.54**198 rev6mo ago](https://www.amazon.co.uk/dp/B0GD89X446) [**Bionsen Mineral Protective Spray Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 150ml 3 Pack**Bionsen**£7.39**1,093 rev6mo ago](https://www.amazon.co.uk/dp/B0GD812347) [**Bionsen Mineral Protective Pump Spray Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 100ml 3 Pack**Bionsen**£7.57**817 rev6mo ago](https://www.amazon.co.uk/dp/B0GD81469J)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Bionsen Mineral Protective Pump Spray Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 100ml 3 Pack**Bionsen**£7.57**4.2★**▲ 255%**](https://www.amazon.co.uk/dp/B0GD81469J) [**Bionsen Mineral Protective Spray Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 150ml 3 Pack**Bionsen**£7.39**4.5★**▲ 203%**](https://www.amazon.co.uk/dp/B0GD812347) [**Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.82**4.2★**▲ 169%**](https://www.amazon.co.uk/dp/B0F15CYB55) [**Bionsen Mineral Protective Roll-On Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 50ml 3 Pack**Bionsen**£5.55**4.4★**▲ 169%**](https://www.amazon.co.uk/dp/B0GD7KR6JR) [**Bionsen Mineral Protective Stick Deodorant 0 Percent Aluminum Paraben Free All-Day Freshness for Sensitive Skin 40ml 3 Pack**Bionsen**£7.54**4.2★**▲ 139%**](https://www.amazon.co.uk/dp/B0GD89X446)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**53%
*“Smells lush”*
**Quality-Overall**9%
*“Good quality”*
**Value For Money**6%
*“Great value for money”*
**Durability**3%
*“does the job - lasts all day”*
**Allergies**3%
*“No irritation”*
**Moist/Dry**2%
*“then its dries while im moisturising so its not a problem”*
**Advertised Vs Actual Product**2%
*“Amazing, surpassed my expectations”*
**Efficiency**2%
*“Not Antiperspirant But works good enough”*
**Ease Of Use**2%
*“Ease to use”*
**Suitability Combination Skin**1%
*“very gentle on the skin 10/10 will order more”*
### **What buyers complain about **
**Smell**20%
*“Odd smell”*
**Allergies**12%
*“but Ive come out with a rash”*
**Value For Money**9%
*“Waste of money”*
**Functionality-Overall**9%
*“Not effective at all”*
**Durability**8%
*“Not good and don't last 24 hours”*
**Quality-Overall**4%
*“This batch not as good”*
**Moist/Dry**3%
*“doesn't keep you dry”*
**Advertised Vs Actual Product**2%
*“This doesn't do what it says on the label”*
**Skin Health**2%
*“burns your skin”*
**Sensitivity-Overall**2%
*“Harsh on sensitive skin”*
## **Common questions**
- **Is aluminium free deodorant profitable to sell on Amazon United Kingdom?**
- The niche generates £188K/yr across 21 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is -9.0%. Flapen's verdict: Skip it (44/100).
- **How competitive is the aluminium free deodorant niche?**
- 7 brands and 86 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 96% of demand.
- **What do buyers complain about in aluminium free deodorant?**
- Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.0%.
- **When does demand for aluminium free deodorant peak?**
- Demand peaks in Apr; the busiest month runs 1.7× the quietest.
- **What does it cost to enter the aluminium free deodorant niche?**
- Listings span £1.67–£16.92; the average listing price is £6.68 (sweet spot $15–$100). The average incumbent carries 6,296 reviews — the moat a new listing must climb.
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