Is barrier cream profitable to sell on Amazon United Kingdom?

The niche generates £455K/yr across 15 tracked products. 90-day search growth is -0.9%. Flapen's verdict: Skip it (48/100).

How competitive is the barrier cream niche?

12 brands and 77 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in barrier cream?

Top complaints mined from reviews: Allergies, Moist/Dry, Thickness. The return rate is 0.1%.

When does demand for barrier cream peak?

Demand peaks in Feb–Mar; the busiest month runs 2.0× the quietest.

What does it cost to enter the barrier cream niche?

Listings span £4.58–£17.13; the average listing price is £9.02 (sweet spot $15–$100). The average incumbent carries 1,567 reviews — the moat a new listing must climb.

barrier cream

Skip it

Prices mostly outside the sweet spot ($4.58–$17.13) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible15.9%

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

Market size

Good£455K

£455K/yr · 317K searches

Review moat

Okay1,566.93

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay79%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Competition

Okay70%

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

Growth

Bad-0.9%

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

Avg price

Okay£9.02

avg listing price — sweet spot $15–$100

Price range

Bad£4.58–£17.13

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

According to Flapen's Amazon United Kingdom niche tracking, barrier cream is a £455K/yr Amazon United Kingdom market (317K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 48/100.

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

barrier cream market data

Units sold / yr: 50K–60K; avg 3,000–4,000/product
Revenue / yr: £451K–£541K; units × avg price
Conversion rate: 15.9%
Avg BSR: #91
Page quality: 0%
Prime: 93%
Sponsored: 40%
Out of stock: 6.7%
Avg brand age: 61 months
Avg seller age: 156 days

Competition & brand share

The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 flat

Sellers

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

17%

Medi Derma-S29%
3M27%
Inscape Data11%
medi7%
TENA5%
Medicareplus4%
Open — no brand owns it (6 brands, 17%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -0.9% search growth over the last 90 days.

Peak months: Feb, Mar · busiest ÷ quietest = 2.0×

Open Trend

Top barrier cream search terms

barrier cream104K/yr +16.8%6.0% conv.
cavilon barrier cream55K/yr +2.5%19.2% conv.
barrier cream for adults46K/yr -46.2%9.6% conv.
medi derma s barrier cream23K/yr -5.0%20.2% conv.
cavilon17K/yr +3.5%11.7% conv.
medi derma-s total barrier cream13K/yr +7.0%21.9% conv.
cavilon cream7K/yr -11.0%12.7% conv.
derma cream6K/yr -10.2%5.5% conv.
mediderma-s total barrier cream4K/yr +8.6%21.8% conv.
barrier cream for adults incontinence4K/yr +18.5%9.3% conv.

All search terms

Top barrier cream 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Medi Derma-S Barrier Cream Tube 90g for Gentle Barrier Protection on Intact Skin or for Mild Skin Damage-for Use During Episodes of Incontinence

Medi Derma-S£8.254.7★1,799 rev

3M Cavilon 3392G Durable Barrier Cream 92 g Tube

3M£10.454.6★4,261 rev

3M Cavilon Durable Barrier Cream 92gr cream

Inscape Data£10.884.7★459 rev

Cavilon 3M Durable Barrier Cream Fragrance Free 3.25 Ounce (92G) Tube (Pack Of 2)

3M£17.134.6★2,168 rev

Medi Derma-S Total Barrier Cream Tube 28g - Moisturising and Waterproof Protection for Damaged and Intact Skin

medi£5.294.5★958 rev

Newest

by launch date

La Roche-Posay Cicaplast Baume B5+ Multi-Purpose Ultra-Repairing Soothing Balm Skin Barrier Repair Panthenol Madecassoside Prebiotic Tribioma For Irritated Sensitive Skin 100ml

La Roche-Posay£12.874,908 rev

3y ago

Cytolax Barrier Cream 120g | Transparent & Durable 24hour Protection | Prevents Skin Irritation & Sores | Improves Elasticity & Repairs Damaged Skin | with Shea Butter & Aloe Vera extracts

Cytolax£7.27784 rev

4y ago

3M Cavilon Durable Barrier Cream 92gr cream

Inscape Data£10.88459 rev

7y ago

Medi Derma-S Total Barrier Cream Tube 28g - Moisturising and Waterproof Protection for Damaged and Intact Skin

medi£5.29958 rev

8y ago

MoliCare Skin Barrier Cream Nutriskin Protection Complex ideal for intimate area and skin stressed by incontinence suitable for babies and recommended by paediatricians 200ml

Molicare£6.06482 rev

8y ago

What buyers say about barrier cream

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

What buyers love

Moist/Dry19%

“Super hydrating”

Value For Money13%

“good value for money”

Quality-Overall12%

“Excellent product”

Suitability Combination Skin7%

“Good for skin care”

Soft Feel6%

“Soft soft skin”

Suitability Dry Skin4%

“Good for dry skin”

Efficiency4%

“Barrier Cream as used in hospitals Does the job”

Allergies4%

“It helps with irritated skin”

Advertised Vs Actual Product3%

“Does exactly what it says it does”

Protection3%

“Lovely stuff and gives lasting protection”

What buyers complain about

Allergies20%

“Allergic Reaction”

Moist/Dry10%

“A little dry”

Thickness7%

“I think its too thick for my skin”

Functionality-Overall4%

“didnt work for me”

Suitability Dry Skin4%

“this is the first time I had very bad reaction after using it and skin feels very dry and peeling”

Oily/Greasy3%

“Bot greasy Id say”

Smell3%

“The smell is completely different to my last 2 tubes”

Absorbency2%

“This doesn't absorb well”

Advertised Vs Actual Product2%

“DREADFUL PRESENTATION”

Flammable2%

“it burns like hell”

Top return reasons

Functionality-Overall17%

Advertised Vs Actual Product13%

Smell9%

Value For Money9%

Defective Material/Parts6%

Suitability Combination Skin6%

Size-Overall5%

Skin Health5%

Texture/Consistency-Overall5%

Product Condition3%

Common questions

Is barrier cream profitable to sell on Amazon United Kingdom?: The niche generates £455K/yr across 15 tracked products. 90-day search growth is -0.9%. Flapen's verdict: Skip it (48/100).
How competitive is the barrier cream niche?: 12 brands and 77 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in barrier cream?: Top complaints mined from reviews: Allergies, Moist/Dry, Thickness. The return rate is 0.1%.
When does demand for barrier cream peak?: Demand peaks in Feb–Mar; the busiest month runs 2.0× the quietest.
What does it cost to enter the barrier cream niche?: Listings span £4.58–£17.13; the average listing price is £9.02 (sweet spot $15–$100). The average incumbent carries 1,567 reviews — the moat a new listing must climb.