deodorant for men
Launch itA $2.1M/yr market growing +32.0% this quarter with returns at 0.0% — clears our launch bar.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Incredible£2.1M£2.1M/yr · 3.5M searches
Conversion
Great10.2%search→purchase rate — share of searches ending in a sale
Competition
Great33%top-5 click share — an open shelf
Growth
Good+32.0%90-day search growth — must beat 0% to launch
Review moat
Good1,350.21avg incumbent reviews — the moat a new listing must climb
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£5.97avg listing price — sweet spot $15–$100
Price range
Bad£1.23–£16.99cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, deodorant for men is a £2.1M/yr Amazon United Kingdom market (3.5M searches/yr). The top 5 brands hold 85% of demand. Verdict: Launch it — 65/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
deodorant for men market data
- Units sold / yr
- 400K–500K
- avg 6,000–8,000/product
- Revenue / yr
- £2.4M–£3.0M
- units × avg price
- Conversion rate
- 10.2%
- Avg BSR
- #100
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 65%
- Out of stock
- 0.0%
- Avg brand age
- 76 months
- Avg seller age
- 150 days
Competition & brand share
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.Brands
15 falling
Sellers
195
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
33%
Top 20: 72%
Open market
11%
- NIVEA MEN25%
- Mitchum22%
- Sure21%
- DOVE MEN + CARE11%
- Rockface6%
- Right Guard4%
- Open — no brand owns it (9 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +32.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top deodorant for men search terms
- deodorant for men951K/yr
- mens deodorant spray610K/yr
- mens deodorant336K/yr
- sure deodorant mens285K/yr
- mitchum deodorant men263K/yr
- mens body spray120K/yr
- antiperspirant for men150K/yr
- mens antiperspirant114K/yr
- anti perspirant deodorant for men101K/yr
- right guard deodorant for men99K/yr
Top deodorant for men 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
NIVEA MEN Cool Kick Spray Anti-Perspirant (250ml) Deodorant Spray for 72H Protection Mens Sweat Block Aerosol with Cool-Care Formula Prevents Odour and Sweat
NIVEA MEN£1.984.6★1,191 rev
Mitchum Men Triple Odor Defense 48h Protection Deodorant Spray 200ml
Mitchum£1.744.5★3,356 rev
Sure Men FIFA World Cup 2026 Deodorant Spray 150ml 6 Pack 48h Mens Care
Sure£7.204.7★1,400 rev
NIVEA MEN Black & White Original Anti-Perspirant Roll On (50ml) 72hr Anti-Sweat Roll On Deodorant for Men No Stains on Black and White Clothes
NIVEA MEN£1.234.5★3,466 rev
NIVEA Men Protect & Care Spray (6 x 250ml) Anti-Perspirant for 72H Protection Gentle and Effective Deodorant Free From Alcohol
NIVEA MEN£13.044.7★1,638 rev
Newest
by launch date
Designer Fragrances 4 Pack Assorted Bundle Mens Body Spray Deodorant Cans - Azul - Lite Blu - One Billion - Ventus - Instant Freshness on The Go - Long Lasting Smell - Great Male Gift Sets - 150ml
Designer Fragrances£6.94162 rev
SOFT & GENTLE Ocean Breeze Mens Antiperspirant Deodorant Spray 250ml | Triple Formula | 48 Hour Protection | Sweat & Odour Defence
Soft & Gentle£1.58212 rev
Rock Face Antiperspirant Deodorant for Men - Refined Sandalwood & Cedar Scent 200ml Spray 48 Hour Protection Non-Staining
Rockface£2.17578 rev
Sure Men Nonstop Protection Sensitive Deodorant Body Spray Antiperspirant with a clean fragrance & body heat activated technology for 72 hour odour and sweat protection 250 ml Pack of 6
Sure£14.511,170 rev
Dove Men+Care Classic Anti-Perspirant Aerosol Deodorant Spray with moisturising cream for 48 hour protection against sweat and odour 6x 150 ml
DOVE MEN + CARE£9.42953 rev
Trending
90-day click momentumNIVEA Men Protect & Care Spray (6 x 250ml) Anti-Perspirant for 72H Protection Gentle and Effective Deodorant Free From Alcohol
NIVEA MEN£13.044.7★
Rock Face Antiperspirant Deodorant for Men - Refined Sandalwood & Cedar Scent 200ml Spray 48 Hour Protection Non-Staining
Rockface£2.174.5★
Mitchum Men 48HR Protection Roll-On Deodorant & Anti-Perspirant Ice Fresh 100 ml
Mitchum£2.064.6★
Mitchum Men Triple Odor Defense 48HR Protection Aerosol Deodorant & Anti-Perspirant Sport 200 ml
Mitchum£2.154.6★
Designer Fragrances 4 Pack Assorted Bundle Mens Body Spray Deodorant Cans - Azul - Lite Blu - One Billion - Ventus - Instant Freshness on The Go - Long Lasting Smell - Great Male Gift Sets - 150ml
Designer Fragrances£6.944.2★
What buyers say about deodorant for men
What buyers praise and complain about, mined from review topics.What buyers love
“Fresh scent”
“Money well spent”
“Good all round product”
“As described”
“Reliable & Long Lasting”
“Moisturising addition is nice and feels gentle and comfortable on skin”
“Does the job”
“No irritation”
“Easy to use”
“Long-Lasting Protection”
What buyers complain about
“too strong a fragrance”
“Skin irritation”
“Expensive”
“The part where you push down has broken on 2 of them rendering them un usable”
“doesn't work”
“Rolling ball quality is very bad”
“stains shirts”
“Clogged up and stopped working on first use”
“Poor container design”
“The cans are also a bit smaller than standard”
Top return reasons
Common questions
- Is deodorant for men profitable to sell on Amazon United Kingdom?
- The niche generates £2.1M/yr across 48 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +32.0%. Flapen's verdict: Launch it (65/100).
- How competitive is the deodorant for men niche?
- 15 brands and 195 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in deodorant for men?
- Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.0%.
- When does demand for deodorant for men peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the deodorant for men niche?
- Listings span £1.23–£16.99; the average listing price is £5.97 (sweet spot $15–$100). The average incumbent carries 1,350 reviews — the moat a new listing must climb.