---
title: "Aquaphor — £1.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/aquaphor"
last_updated: "2026-08-10T09:39:44.151Z"
locale: en
meta:
description: "Niche score 45/100 · £1.1M/yr market · 816K searches/yr · £11.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £1.1M/yr market · 816K searches/yr · £11.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Aquaphor — £1.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **aquaphor**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 80Growth 15Conversion 95Competition 24Returns 99Price range 34Avg price 45Brand share 0Review moat 8Quality gap 32
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£1.1M**
£1.1M/yr · 816K searches
**Avg price**
**Okay****£11.35**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****£5.04–£20.11**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-19.3%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****35,576.5**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KHoliday '24Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/aquaphor/trend)
## **Top aquaphor search terms**
- **aquaphor**555K/yr-12.0%11.3% conv. - **aquaphor healing ointment**68K/yr+9.4%11.9% conv. - **aquaphor lip balm**108K/yr-57.9%13.8% conv. - **eucerin aquaphor**23K/yr-35.4%7.5% conv. - **aquaphor lip repair**20K/yr-7.0%14.9% conv. - **aquaphor lip**13K/yr-11.2%10.6% conv. - **eucerin aquaphor soothing skin balm**6K/yr+7.9%8.7% conv. - **aquafor**5K/yr-20.6%8.9% conv. - **aquaphor cream**3K/yr-13.5%8.9% conv. - **lip balm aquaphor**3K/yr-21.3%11.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/aquaphor/search-terms)
## **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.
0%10%£115K20%£229K30%£344K40%£459K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 14 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Eucerin Aquaphor Healing Ointment - 1.75 oz tube by Aquaphor**Aquaphor**£7.47**4.6★5,397 rev](https://www.amazon.co.uk/dp/B000YMFXX8) [2**Aquaphor Lip Repair (2 Pack)**Aquaphor**£8.58**4.6★15,139 rev](https://www.amazon.co.uk/dp/B06XDCPYYL) [3**Aquaphor Healing ointment skin protection 14oz weight**Aquaphor**£20.11**4.6★105,758 rev](https://www.amazon.co.uk/dp/B006IB5T4W) [4**Aquaphor Healing Ointment 50 ml**Aquaphor**£9.00**4.6★105,758 rev](https://www.amazon.co.uk/dp/B00BO0AYLU) [5**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**£9.06**4.6★265 rev](https://www.amazon.co.uk/dp/B08M3ZDKL5)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick**Aquaphor**£14.31**15,528 rev1y ago](https://www.amazon.co.uk/dp/B09RYRCXKM) [**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**£5.04**109 rev2y ago](https://www.amazon.co.uk/dp/B0D3V3J6NB) [**Aquaphor Lip Repair (2 Pack)**Aquaphor**£8.58**15,139 rev3y ago](https://www.amazon.co.uk/dp/B06XDCPYYL) [**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**£9.06**265 rev5y ago](https://www.amazon.co.uk/dp/B08M3ZDKL5) [**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**£15.09**4,705 rev6y ago](https://www.amazon.co.uk/dp/B0843D8X61)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Aquaphor Healing Ointment 50 ml**Aquaphor**£9.00**4.6★**▲ 155%**](https://www.amazon.co.uk/dp/B00BO0AYLU) [**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**£15.09**4.6★**▲ 83%**](https://www.amazon.co.uk/dp/B0843D8X61) [**Aquaphor Healing Balm Stick Skin Protectant with Avocado Oil and Shea Butter 0.65 Oz Stick**Aquaphor**£14.31**4.8★**▲ 64%**](https://www.amazon.co.uk/dp/B09RYRCXKM) [**Aquaphor Baby Healing Ointment 90 ml**Aquaphor**£12.40**4.6★**▲ 49%**](https://www.amazon.co.uk/dp/B000YMAMH0) [**Aquaphor Healing ointment skin protection 14oz weight**Aquaphor**£20.11**4.6★**▲ 12%**](https://www.amazon.co.uk/dp/B006IB5T4W)
**~~View all trending →~~**
## **What buyers say about aquaphor**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**21%
*“Just as good as branded”*
**Moist/Dry**21%
*“Excellent - hydrating”*
**Value For Money**9%
*“Good price”*
**Efficiency**8%
*“It is a very effective product”*
**Soft Feel**4%
*“Silky smooth”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Filtration**3%
*“Good water filters”*
**Allergies**3%
*“help with my skin irritation”*
**Absorbency**2%
*“Absorbs well”*
**Protection**2%
*“Gives a nice protective barrier”*
### **What buyers complain about **
**Moist/Dry**15%
*“not moisturising at all”*
**Value For Money**9%
*“pricey”*
**Allergies**8%
*“Itchy skin areas”*
**Thickness**8%
*“Very thick”*
**Smell**4%
*“No strong scent”*
**Filtration**4%
*“Useless, doesnt filter water”*
**Functionality-Overall**4%
*“Doesnt work”*
**Advertised Vs Actual Product**3%
*“The packaging is misleading”*
**Size-Overall**3%
*“So small”*
**Oily/Greasy**3%
*“Can feel a little oily so only need a small amount at a time”*
### **Top return reasons **
**Advertised Vs Actual Product**16%
**Size-Overall**13%
**Functionality-Overall**10%
**Smell**8%
**Moist/Dry**7%
**Value For Money**5%
**Compatibility-Overall**5%
**Product Condition**4%
**Defective Material/Parts**3%
**Leak-Proof**3%
## **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.
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