bentonite clay
Skip itPrices mostly outside the sweet spot ($4.09–$14.99) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great8.3%search→purchase rate — share of searches ending in a sale
Review moat
Okay1,654.92avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-0.5%90-day search growth — must beat 0% to launch
Avg price
Okay£8.87avg listing price — sweet spot $15–$100
Competition
Bad74%top-5 click share — a locked-up shelf
Market size
Bad£74K£74K/yr · 100K searches
Brand share
Bad93%top-5 brand share — brand-locked demand
Price range
Bad£4.09–£14.99cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, bentonite clay is a £74K/yr Amazon United Kingdom market (100K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Sep. Verdict: Skip it — 36/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
bentonite clay market data
- Units sold / yr
- 6K–8K
- avg 500–750/product
- Revenue / yr
- £53K–£71K
- units × avg price
- Conversion rate
- 8.3%
- Avg BSR
- #252
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 58%
- Out of stock
- 14.2%
- Avg brand age
- 63 months
- Avg seller age
- 169 days
Competition & brand share
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 flat
Sellers
11
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
4%
- Natural Supplies34%
- Innovative Naturopathics21%
- Intralabs21%
- Aztec Secret12%
- mGanna5%
- Herbs Botanica3%
- Open — no brand owns it (2 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.5% search growth over the last 90 days.Peak months: Sep · busiest ÷ quietest = 1.6×
Top bentonite clay search terms
- bentonite clay67K/yr
- bentonite clay organic25K/yr
- clay powder5K/yr
- bentonite clay powder3K/yr
Top bentonite clay 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bentonite Clay 1kg Aztec Indian Healing Clay Deep Pore Cleansing 100% Pure Bentonite Clay | Deep Skin Pore Cleansing Detoxifying and Revitalization. (1 Kg)
Natural Supplies£11.644.6★1,328 rev
Bentonite Clay - 250g Packet - Pure Calcium Bentonite Detox
Innovative Naturopathics£8.314.6★360 rev
Fullers Earth Fine Powder 500g - Pure & Natural Calcium Bentonite
Intralabs£4.094.5★3,216 rev
Aztec Secret - Indian Clay - Deep Pore Cleansing Facial & Body Mask Natural Calcium Bentonite Clay Version 2 Unscented 450 g
Aztec Secret£12.214.5★6,468 rev
Bentonite Clay 500g Aztec Indian Healing Clay Deep Pore Cleansing 100% Pure Calcium Bentonite Clay | Deep Skin Pore Cleansing Detoxifying and Revitalization. (500g)
Natural Supplies£8.444.5★395 rev
Newest
by launch date
Pure Calcium Bentonite Clay Natural Indian Healing Clay - Deep Cleansing Face Mask Skin Facial Hair Treatment Detox & More Vegan & Chemical Free (250 Grams)
Generic£5.021 rev
Herbs Botanica Calcium Bentonite Clay Food Grade Powder Indian Healing Clay for Face and Body Detox Body Wrap Deep Pore Cleansing Facial Natural Facial Mask 8 oz / 227 GMS / 1/2 lb
Herbs Botanica£6.41148 rev
Bentonite Clay Powder 450gram | 100% Pure Clay For Face Mask & Soap Making | By Yogis Gift
YOGI’S GIFT – Celebrating health£7.38691 rev
Bentonite Clay 500g Aztec Indian Healing Clay Deep Pore Cleansing 100% Pure Calcium Bentonite Clay | Deep Skin Pore Cleansing Detoxifying and Revitalization. (500g)
Natural Supplies£8.44395 rev
mGanna 100% Natural Calcium Bentonite Clay 0.5 lbs/ 227 g for Detoxification Facial Masks Creams Body Wraps and Soap Making
mGanna£8.02185 rev
Trending
90-day click momentumPure Calcium Bentonite Clay Natural Indian Healing Clay - Deep Cleansing Face Mask Skin Facial Hair Treatment Detox & More Vegan & Chemical Free (250 Grams)
Generic£5.025.0★
Aztec Secret - Indian Clay 2 lb. (900 grams) - Deep Pore Cleansing Facial & Body Mask - The Original 100% Natural Calcium Bentonite Clay - New Version 2
Aztec Secret£14.994.5★
Bentonite Clay - 250g Packet - Pure Calcium Bentonite Detox
Innovative Naturopathics£8.314.6★
Bentonite Clay - 500g Packet - Pure Calcium Bentonite Detox
Innovative Naturopathics£10.914.5★
mGanna 100% Natural Calcium Bentonite Clay 0.5 lbs/ 227 g for Detoxification Facial Masks Creams Body Wraps and Soap Making
mGanna£8.024.6★
What buyers say about bentonite clay
What buyers praise and complain about, mined from review topics.What buyers love
“Great product”
“Great for face masks”
“making it great value”
“makes the skin soft”
“dries quick”
“Its exactly what it says it is”
“This is the secret to an healthy scalp”
“Bargain and it works”
“Very easy to apply to different needs”
“Natural 4c hair”
What buyers complain about
“Not good quality looks very muddy”
“Not as described”
“Broke me out”
“but it's brown”
“but it does feel very tight when it drys”
Top return reasons
Common questions
- Is bentonite clay profitable to sell on Amazon United Kingdom?
- The niche generates £74K/yr across 12 tracked products. 90-day search growth is -0.5%. Flapen's verdict: Skip it (36/100).
- How competitive is the bentonite clay niche?
- 8 brands and 11 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in bentonite clay?
- Top complaints mined from reviews: Quality-Overall, Advertised Vs Actual Product, Durability. The return rate is 0.2%.
- When does demand for bentonite clay peak?
- Demand peaks in Sep; the busiest month runs 1.6× the quietest.
- What does it cost to enter the bentonite clay niche?
- Listings span £4.09–£14.99; the average listing price is £8.87 (sweet spot $15–$100). The average incumbent carries 1,655 reviews — the moat a new listing must climb.