beard butter
Skip itA small market ($54K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great7.5%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Review moat
Okay1,738.04avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£11.28avg listing price — sweet spot $15–$100
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Price range
Bad£4.47–£17.26cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-16.1%90-day search growth — must beat 0% to launch
Market size
Bad£54K£54K/yr · 64K searches
According to Flapen's Amazon United Kingdom niche tracking, beard butter is a £54K/yr Amazon United Kingdom market (64K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Oct–Nov–Dec. Verdict: Skip it — 46/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
beard butter market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- £45K–£56K
- units × avg price
- Conversion rate
- 7.5%
- Avg BSR
- #49
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 68%
- Out of stock
- 3.0%
- Avg brand age
- 62 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
46
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
51%
Top 20: 96%
Open market
9%
- MO BRO'S54%
- Striking Viking23%
- GROW ALPHA BEARD4%
- Bulldog Skincare for Men3%
- King C. Gillette3%
- Every Man Jack3%
- Open — no brand owns it (6 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 71 weeks — -16.1% search growth over the last 90 days.Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.0×
Top beard butter search terms
- beard butter40K/yr
- beard butter for men10K/yr
- mo bros11K/yr
- mo bros beard butter3K/yr
Top beard butter 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Beard Butter For Men 100ml - Black Edition. Cologne Inspired. Nourishing and Hydrating alternative to Beard Balm. Rich in Vitamins. Promotes Beard Growth.
MO BRO'S£10.744.2★120 rev
Striking Viking Beard Butter for Men - 113 g Pack of 1 Vanilla - Softening Nourishing Beard Conditioner & Facial Hair Softener - Versatile Grooming for All Hair Types Beard Care
Striking Viking£12.274.5★1,453 rev
Beard Butter | Conditioner | Moisturiser | Style | Large 100ml Tin | Vanilla & Mango
MO BRO'S£10.784.5★258 rev
Striking Viking Beard Butter for Men - 113 g Pack of 1 Sandalwood - Softening Nourishing Beard Conditioner & Facial Hair Softener - Versatile Grooming for All Hair Types Beard Care
Striking Viking£12.064.5★1,453 rev
Beard Butter | Conditioner | Moisturiser | Style | Large 100ml Tin | Sandalwood
MO BRO'S£10.814.3★108 rev
Newest
by launch date
Kunnisi Beard Butter for Men 100% Natural Shea Butter Beard Softener & Leave-In Conditioner | Nourishes Moisturizes & Tames Coarse Beards | No Grease No Residue | 60g (White Musk)
Kunnisi£4.941 rev
Captain Fawcett Bianco Classico Beard Butter 80ml
CAPTAIN FAWCETT£16.7719 rev
Beard Butter For Men 100ml - Black Edition. Cologne Inspired. Nourishing and Hydrating alternative to Beard Balm. Rich in Vitamins. Promotes Beard Growth.
MO BRO'S£10.74120 rev
Striking Viking Beard Butter for Men - 113 g Pack of 1 Vanilla - Softening Nourishing Beard Conditioner & Facial Hair Softener - Versatile Grooming for All Hair Types Beard Care
Striking Viking£12.271,453 rev
Striking Viking Beard Butter for Men - 113 g Pack of 1 Sandalwood - Softening Nourishing Beard Conditioner & Facial Hair Softener - Versatile Grooming for All Hair Types Beard Care
Striking Viking£12.061,453 rev
Trending
90-day click momentumKunnisi Beard Butter for Men 100% Natural Shea Butter Beard Softener & Leave-In Conditioner | Nourishes Moisturizes & Tames Coarse Beards | No Grease No Residue | 60g (White Musk)
Kunnisi£4.943.0★
Striking Viking Beard Butter for Men - 113 g Pack of 1 Vanilla - Softening Nourishing Beard Conditioner & Facial Hair Softener - Versatile Grooming for All Hair Types Beard Care
Striking Viking£12.274.5★
The Beard Struggle Warriors Beard Balm - Silver Collection Viking Storm - Non-Greasy Low-Hold Formula Luxurious Cologne-Grade Fragrances 100% Natural and Plant-Based Ingredients - 50g
The Beard Struggle£17.264.6★
Striking Viking Beard Balm - 60 g Vanilla - Softening Butter for Men - Tea Tree Oil Balm for Soothing Comfort - Hydrating Oil Leave-In Conditioner Beard Wax
Striking Viking£8.974.5★
Beard Guyz Beard Butter with Grotein
GROW ALPHA BEARD£11.634.6★
What buyers say about beard butter
What buyers praise and complain about, mined from review topics.What buyers love
“Great smell”
“A quality butter”
“Its very very soft”
“does what it says”
“Great value for money”
“Great used before”
“Best beard product Ive used”
“Best oil I have used”
“The products consistency is great for a start”
“It absorbs well and appears to hydrate the beard providing some softness and styling ability”
What buyers complain about
“Awful smell”
“not what its advertised as”
“Not worth money”
“Nothing nourishing about it at all in my opinion”
“looks like it been used”
“Not as good as the last beard butter i bought”
“Doesnt seem to last all day”
“Does not moisturise my hairs or skin at all”
“I dont like the pump bottle which invariably dispenses wayyy too much”
“Ineffective at best”
Top return reasons
Common questions
- Is beard butter profitable to sell on Amazon United Kingdom?
- The niche generates £54K/yr across 25 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.1%. Flapen's verdict: Skip it (46/100).
- How competitive is the beard butter niche?
- 12 brands and 46 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in beard butter?
- Top complaints mined from reviews: Smell, Advertised Vs Actual Product, Value For Money. The return rate is 0.2%.
- When does demand for beard butter peak?
- Demand peaks in Jan–Oct–Nov–Dec; the busiest month runs 2.0× the quietest.
- What does it cost to enter the beard butter niche?
- Listings span £4.47–£17.26; the average listing price is £11.28 (sweet spot $15–$100). The average incumbent carries 1,738 reviews — the moat a new listing must climb.