aquaphor
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Incredible12.4%search→purchase rate — share of searches ending in a sale
Market size
Great£1.1M£1.1M/yr · 816K searches
Avg price
Okay£11.35avg listing price — sweet spot $15–$100
Price range
Okay£5.04–£20.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Competition
Bad71%top-5 click share — a locked-up shelf
Growth
Bad-19.3%90-day search growth — must beat 0% to launch
Review moat
Bad35,576.5avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, aquaphor is a £1.1M/yr Amazon United Kingdom market (816K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Nov. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
aquaphor market data
- Units sold / yr
- 100K–125K
- avg 8,000–10,000/product
- Revenue / yr
- £1.1M–£1.4M
- units × avg price
- Conversion rate
- 12.4%
- Avg BSR
- #98
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 50 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 flat
Sellers
171
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
0%
- Aquaphor84%
- Eucerin8%
- BigyQiu6%
- AQUAPHOR2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -19.3% search growth over the last 90 days.Peak months: Jan, Nov · busiest ÷ quietest = 2.4×
Top aquaphor search terms
- aquaphor555K/yr
- aquaphor healing ointment68K/yr
- aquaphor lip balm108K/yr
- eucerin aquaphor23K/yr
- aquaphor lip repair20K/yr
- aquaphor lip13K/yr
- eucerin aquaphor soothing skin balm6K/yr
- aquafor5K/yr
- aquaphor cream3K/yr
- lip balm aquaphor3K/yr
Top aquaphor 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 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Eucerin Aquaphor Healing Ointment - 1.75 oz tube by Aquaphor
Aquaphor£7.474.6★5,397 rev
Aquaphor Lip Repair (2 Pack)
Aquaphor£8.584.6★15,139 rev
Aquaphor Healing ointment skin protection 14oz weight
Aquaphor£20.114.6★105,758 rev
Aquaphor Healing Ointment 50 ml
Aquaphor£9.004.6★105,758 rev
Eucerin Aquaphor Soothing Skin Balm 45ml Repairing Cream for Dry Cracked and Irritated Skin Fragrance-Free Ointment Ideal for Hands Feet and Body Fragrance-Free Water-Free Formula
Eucerin£9.064.6★265 rev
Newest
by launch date
Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor£14.3115,528 rev
2PCS Lip Repair Ointment Lip Balm Repair Lip Repair Cream Lip Balm Set with Protect Long-Lasting Moisture to Soothe Dry Chapped Lips lip repair balm Lip Tube Moisturizer Intensive for Cracked
BigyQiu£5.04109 rev
Aquaphor Lip Repair (2 Pack)
Aquaphor£8.5815,139 rev
Eucerin Aquaphor Soothing Skin Balm 45ml Repairing Cream for Dry Cracked and Irritated Skin Fragrance-Free Ointment Ideal for Hands Feet and Body Fragrance-Free Water-Free Formula
Eucerin£9.06265 rev
AQUAPHOR Maxfor+ Replacement Filter Cartridge Pack of 6 - Compatible with All Aquaphor Maxfor+ Filter jugs and Other Leading Brand jugs | Reduces limescale Chlorine microplastics and PFAS.
AQUAPHOR£15.094,705 rev
Trending
90-day click momentumAquaphor Healing Ointment 50 ml
Aquaphor£9.004.6★
AQUAPHOR Maxfor+ Replacement Filter Cartridge Pack of 6 - Compatible with All Aquaphor Maxfor+ Filter jugs and Other Leading Brand jugs | Reduces limescale Chlorine microplastics and PFAS.
AQUAPHOR£15.094.6★
Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick
Aquaphor£14.314.8★
Aquaphor Baby Healing Ointment 90 ml
Aquaphor£12.404.6★
Aquaphor Healing ointment skin protection 14oz weight
Aquaphor£20.114.6★
What buyers say about aquaphor
What buyers praise and complain about, mined from review topics.What buyers love
“Just as good as branded”
“Excellent - hydrating”
“Good price”
“It is a very effective product”
“Silky smooth”
“As advertised”
“Good water filters”
“help with my skin irritation”
“Absorbs well”
“Gives a nice protective barrier”
What buyers complain about
“not moisturising at all”
“pricey”
“Itchy skin areas”
“Very thick”
“No strong scent”
“Useless, doesnt filter water”
“Doesnt work”
“The packaging is misleading”
“So small”
“Can feel a little oily so only need a small amount at a time”
Top return reasons
Common questions
- Is aquaphor profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 14 tracked products. 90-day search growth is -19.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the aquaphor niche?
- 4 brands and 171 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in aquaphor?
- Top complaints mined from reviews: Moist/Dry, Value For Money, Allergies. The return rate is 0.2%.
- When does demand for aquaphor peak?
- Demand peaks in Jan–Nov; the busiest month runs 2.4× the quietest.
- What does it cost to enter the aquaphor niche?
- Listings span £5.04–£20.11; the average listing price is £11.35 (sweet spot $15–$100). The average incumbent carries 35,577 reviews — the moat a new listing must climb.