How competitive is the Aquaphor niche on Amazon United Kingdom?

4 brands and 171 sellers compete in Aquaphor on Amazon United Kingdom. The top 5 Aquaphor products take 71% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Aquaphor?

Aquaphor buyers on Amazon United Kingdom complain most about Moist/Dry, Value For Money, Allergies, the themes mined from the niche's reviews. Its return rate is 0.2%.

What does it cost to enter the Aquaphor niche?

Aquaphor sells for £11.35 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £5.04–£20.11. The average incumbent carries 35,577 reviews — the moat a new listing must climb.

Aquaphor

brand-locked demand (top 5 brands take 100% of clicks) — Aquaphor doesn't clear our bar today.

Flapen Score

Skip it

Ranks 1,399 of 2,481 Beauty niches · −2 vs the category median of 47

This niche Category average · 2,481 niches

Is Aquaphor profitable on Amazon?

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.

Aquaphor: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -19.3% over the last 90 days and 12.4% of searches end in a purchase.

£1.1M

revenue / yr

Units sold / yr125K

Search volume / yr-19.3%816K

Conversion rate12.4%

Avg price£11.35

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers4 · 171

Top-5 product click share71%

Open market0%

Avg brand age50 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 14 products

Top Aquaphor products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Eucerin Aquaphor Healing Ointment - 1.75 oz tube by Aquaphor

Price: £7.47
Rating: 4.6/5
Reviews: 5,397
Age: 12y ago

Aquaphor Lip Repair (2 Pack)

Price: £8.58
Rating: 4.6/5
Reviews: 15,139
Age: 3y ago

Aquaphor Healing ointment skin protection 14oz weight

Price: £20.11
Rating: 4.6/5
Reviews: 105,758
Age: 13y ago

Aquaphor Healing Ointment 50 ml

Price: £9.00
Rating: 4.6/5
Reviews: 105,758
Age: 16y ago

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

Price: £9.06
Rating: 4.6/5
Reviews: 265
Age: 5y ago

Newest

by launch date

Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick

Price: £14.31
Rating: 4.8/5
Reviews: 15,528
Age: 1y ago

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

Price: £5.04
Rating: 4.0/5
Reviews: 109
Age: 2y ago

Aquaphor Lip Repair (2 Pack)

Price: £8.58
Rating: 4.6/5
Reviews: 15,139
Age: 3y ago

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

Price: £9.06
Rating: 4.6/5
Reviews: 265
Age: 5y ago

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.

Price: £15.09
Rating: 4.6/5
Reviews: 4,705
Age: 6y ago

Competition: brands, sellers & click share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

4 flat

Sellers

171

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

Aquaphor84%
Eucerin8%
BigyQiu6%
AQUAPHOR2%
Open — no brand owns it (0%)

Aquaphor demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume816KCVR12.4%Products14Brands4Top 5 Brands100%OOS Rate0.0%Rating4.6★Reviews35,577Avg BSR#98

Peak months: Jan, Nov · busiest ÷ quietest = 2.4×

Top Aquaphor search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

aquaphor555K/yr -12.0%11.3% conv.
aquaphor healing ointment68K/yr +9.4%11.9% conv.
aquaphor lip balm108K/yr -57.9%13.8% conv.
eucerin aquaphor23K/yr -35.4%7.5% conv.
aquaphor lip repair20K/yr -7.0%14.9% conv.
aquaphor lip13K/yr -11.2%10.6% conv.
eucerin aquaphor soothing skin balm6K/yr +7.9%8.7% conv.
aquafor5K/yr -20.6%8.9% conv.
aquaphor cream3K/yr -13.5%8.9% conv.
lip balm aquaphor3K/yr -21.3%11.8% conv.

What reviews say buyers love and hate about Aquaphor

What buyers mention most, as a share of all reviews.

What buyers love

77% of reviews

Quality-Overall21%

“Just as good as branded”

Moist/Dry21%

“Excellent - hydrating”

Value For Money9%

“Good price”

Efficiency8%

“It is a very effective product”

Soft Feel4%

“Silky smooth”

What buyers complain about

61% of reviews

Moist/Dry15%

“not moisturising at all”

Value For Money9%

“pricey”

Allergies8%

“Itchy skin areas”

Thickness8%

“Very thick”

Smell4%

“No strong scent”

Aquaphor return rate & reasons

Why buyers send it back, as a share of all return requests.

0.2%

Return rate

39%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Advertised Vs Actual Product

16%

2Size-Overall

13%

3Functionality-Overall

10%

4Smell

5Moist/Dry

Common Aquaphor questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Aquaphor 45/100 on Amazon United Kingdom — Skip it. The niche generates £1.1M/yr across 14 tracked products. Search demand moved -19.3% over the last 90 days.