Is anti chafe balm profitable to sell on Amazon United Kingdom?

The niche generates £517K/yr across 32 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is +222.0%. Flapen's verdict: Worth a look (71/100).

How competitive is the anti chafe balm niche?

25 brands and 145 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 63% of demand.

What do buyers complain about in anti chafe balm?

Top complaints mined from reviews: Functionality-Overall, Value For Money, Size-Overall. The return rate is 0.2%.

When does demand for anti chafe balm peak?

Demand peaks in May–Jun–Jul; the busiest month runs 6.1× the quietest.

What does it cost to enter the anti chafe balm niche?

Listings span £3.90–£17.62; the average listing price is £9.22 (sweet spot $15–$100). The average incumbent carries 2,265 reviews — the moat a new listing must climb.

anti chafe balm

Worth a look

Shows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.2%

return rate — above 6% kills the launch gate

Growth

Incredible+222.0%

90-day search growth — must beat 0% to launch

Conversion

Great9.8%

search→purchase rate — share of searches ending in a sale

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good63%

top-5 brand share — brands hold most of the demand

Competition

Good45%

top-5 click share — leaders hold, buyers still browse

Market size

Good£517K

£517K/yr · 575K searches

Review moat

Okay2,264.63

avg incumbent reviews — the moat a new listing must climb

Avg price

Okay£9.22

avg listing price — sweet spot $15–$100

Price range

Bad£3.90–£17.62

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, anti chafe balm is a £517K/yr Amazon United Kingdom market (575K searches/yr). The top 5 brands hold 63% of demand. Demand peaks in May–Jun–Jul. Verdict: Worth a look — 71/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

anti chafe balm market data

Units sold / yr: 50K–60K; avg 1,500–2,000/product
Revenue / yr: £461K–£553K; units × avg price
Launch success: —; 2 of 3 new (360d)
Conversion rate: 9.8%
Avg BSR: #97
Page quality: 0%
Prime: 97%
Sponsored: 84%
Out of stock: 5.7%
Avg brand age: 41 months
Avg seller age: 171 days

Competition & brand share

The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.

Brands

25 falling

Sellers

145

Top-5 brand share

63%

Top 20: 96%

Top-5 click share

45%

Top 20: 88%

Open market

33%

Body Glide32%
Megababe10%
Gold Bond9%
Mubuni6%
woowoo5%
Below The Belt Grooming4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +222.0% search growth over the last 90 days.

Peak months: May, Jun, Jul · busiest ÷ quietest = 6.1×

Open Trend

Top anti chafe balm search terms

anti chafe balm87K/yr +248.0%9.0% conv.
chafing cream60K/yr +202.8%7.4% conv.
anti chafing cream73K/yr +138.2%6.7% conv.
megababe thigh rescue38K/yr +674.8%6.6% conv.
body glide57K/yr +55.1%13.5% conv.
chub rub stick31K/yr >1,000%9.4% conv.
anti chafe37K/yr +162.9%5.9% conv.
body glide anti-chafe balm33K/yr +178.3%17.2% conv.
chafe stick26K/yr +311.0%10.7% conv.
anti chafing24K/yr +377.8%3.0% conv.

All search terms

Top anti chafe balm 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 32 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Body balm 42g - Body Glide Original Anti Chafe Balm | No Chafing Stick | Prevent Arm Chest Butt Thigh Ball Chafing & Irritation | Trusted Skin Protection Since 1996

Body Glide£14.114.5★759 rev

Megababe Unscented Anti-Chafing Sticks for Thigh Rescue | Prevents Friction and Skin Irritation | Thighs Arms Bra Lines and More | 50 ml

Megababe£15.464.6★781 rev

Gold Bond Friction Defense 1.75 oz. (packaging may vary)

Gold Bond£9.044.5★38,359 rev

2PCS Anti-Chafe Stick Anti Chafing Cream Thighs Anti Chafe Balm Anti Friction Stick Chafing Sti/ck Body Anti Chafe B/alm Glide Anti Chafing Sti/ck Thi/gh In/ner Anti-Chafing Bal/m Thig/h Rubbing Balm

Mubuni£5.903.7★16 rev

Body balm 22g - Body Glide Original Anti Chafe Balm | No Chafing Stick | Prevent Arm Chest Butt Thigh Ball Chafing & Irritation | Trusted Skin Protection Since 1996

Body Glide£11.634.5★759 rev

Newest

by launch date

Anti Chafing Stick Anti Chafe Balm 50G Friction Stick for Thighs & Inner Thighs Anti Sweat Anti Rashes Itching Chafing Relief Prevention & Care for daily

gelpretty£7.6544 rev

4mo ago

Below The Belt Anti Chafe Cream Under Breast Thighs & Buttocks 75ml

Below The Belt Grooming£5.8569 rev

11mo ago

Below The Belt Mens Anti Chafe Cream for Thighs & Groin Fresh Scent 75ml

Below The Belt Grooming£5.8659 rev

11mo ago

2PCS Anti-Chafe Stick Anti Chafing Cream Thighs Anti Chafe Balm Anti Friction Stick Chafing Sti/ck Body Anti Chafe B/alm Glide Anti Chafing Sti/ck Thi/gh In/ner Anti-Chafing Bal/m Thig/h Rubbing Balm

Mubuni£5.9016 rev

1y ago

Megababe Unscented Anti-Chafing Sticks for Thigh Rescue | Prevents Friction and Skin Irritation | Thighs Arms Bra Lines and More | 50 ml

Megababe£15.46781 rev

1y ago

What buyers say about anti chafe balm

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall21%

“Excellent product”

Advertised Vs Actual Product15%

“As described”

Efficiency12%

“Works well”

Smell8%

“It was scent free”

Value For Money6%

“great value for money”

Ease Of Use4%

“easy to use”

Durability3%

“It lasts all day”

Ease Of Application3%

“Ease of application:”

Adhesion/Stickiness3%

“The stick format is clean, quick, and doesnt involve messy hands or guesswork”

Allergies2%

“no irritation at all”

What buyers complain about

Functionality-Overall13%

“I didn't find this worked very well at all”

Value For Money13%

“Not worth the price”

Size-Overall12%

“Super small”

Allergies10%

“Caused an awful allergic reaction”

Adhesion/Stickiness7%

“The problem is it goes on sticky”

Advertised Vs Actual Product4%

“Shame on you guys for making us assume this is a normal size stick”

Smell3%

“Smell”

Moist/Dry3%

“Just like a cheap moisturiser”

Quality-Overall3%

“Not as good as reviews”

Durability2%

“Not long lasting and melts easily”

Top return reasons

Size-Overall22%

Functionality-Overall21%

Advertised Vs Actual Product11%

Adhesion/Stickiness7%

Smell7%

Defective Material/Parts6%

Leak-Proof4%