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Aquaphor

Fail

The top 5 brands take 100% of clicks, so Aquaphor is a Fail.

Flapen Score
45
45 / 100
Ranks 1,399 of 2,481 Beauty niches · −2 vs the category median of 47
Market size
£1.1M/yr816K searches / yr
90-day growth
-19.3%search demand this quarter
Competition
71%top-5 click share · 4 brands · 171 sellers

Flapen Score

Aquaphor against its category

The dotted line is the Beauty average. Past it, Aquaphor is stronger. Inside it, weaker.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Aquaphor market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Aquaphor 816K times last year and spent an estimated £1.1M. All 4 brands take every click. Demand peaks in Jan–Nov. Flapen scores it 45 out of 100, a Fail.

01 · Demand

An estimated 12.4% of those searches ended in a purchase.

Shoppers searched for this 816K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 12.4% of those searches ended in a purchase. Searches in the last 90 days moved -19.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.1M a year.

Searches, last 12 months
816K
Growth, 90 days vs prior 90
-19.3%
Conversion, latest week
12.4%
Market size, estimated
£1.1Ma year
Peak month
November2.4× the quietest month
Top search term
aquaphor555K searches a year

02 · Price

A sale here is worth £11.35.

Listings sell for £11.35 on average, from £5.04 to £20.11. Amazon reports units sold in ranges. This niche sold 100K to 125K a year. The average listing sells 8,000 to 10,000 of them. At £11.35 that is £91K to £114K a year per listing.

Average price
£11.35under the $15 to $100 sweet spot
Price range
£5.04–£20.11
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
100K–125K
Units per listing a year
8,000–10,000
Revenue per listing a year
£91K–£114K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

86% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #98 within Face. It carries 35,577 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#98in Face
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
35,577per listing
Listings tracked
14

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 50 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
50 months

Products

Top Aquaphor products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 71% of clicks. A locked 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%

  • Brand 184%
  • Brand 28%
  • Brand 36%
  • Brand 42%
  • Open — no brand owns it (0%)

Demand

Aquaphor search demand

Weekly searches over the year, seasonality beneath. Pick a range.

45K35KHoliday '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

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

Search terms

Top Aquaphor search terms shoppers use

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

  • 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

Reviews and returns

What reviews say buyers love and hate about Aquaphor

We read the reviews and the return reasons for every product selling here.

21%of positive reviews mention “Quality-Overall”
15%of negative reviews mention “Moist/Dry”
0.2%of orders come back
“not moisturising at all”
A buyer, on “Moist/Dry”15% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

19 topics

NegativePositive

FAQ

Common Aquaphor questions

Answered from the same tracked data.