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 6% 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
Market data
- Units sold / yr
- 400K–500K
- avg 6,000–8,000/product
- Revenue / yr
- £2.4M–£3.0M
- units × avg price
- Launch success
- —
- 4 of 4 new (360d)
- 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
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×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 48 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
Sure Men FIFA World Cup 2026 Limited Edition Superstar Deodorant Gift Set Anti-Perspirant Body Spray Invisible Ice Fresh 6x 150 ml
Sure£14.8932 rev
Lynx Limited-Edition FIFA Fine Fragrance Collection Marshmallow Smoke Premium Body Spray mens deodorant infused with a vanilla hazelnut & dark musk scent for 72 hours of freshness 150 ml
Lynx£3.37115 rev
LOréal Mens Deodrant Men Expert Shirt Protect XXL Anti-Perspirant Deodorant Spray 48H Protection Against Stains & Marks Anti-Cardboard Effect Formula Super Size 300ml
L’Oréal Paris men expert£6.30447 rev
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
Sanex Men Active Control Antiperspirant Roll-On Deodorant 6x50ml 72 hour sweat protection anti-odour long-lasting dryness freshness gentle on skin antibacterial 0% alcohol*
Sanex£7.31252 rev
Trending
90-day click momentumSure Men FIFA World Cup 2026 Limited Edition Superstar Deodorant Gift Set Anti-Perspirant Body Spray Invisible Ice Fresh 6x 150 ml
Sure£14.894.6★
LOréal Mens Deodrant Men Expert Shirt Protect XXL Anti-Perspirant Deodorant Spray 48H Protection Against Stains & Marks Anti-Cardboard Effect Formula Super Size 300ml
L’Oréal Paris men expert£6.304.7★
Lynx Limited-Edition FIFA Fine Fragrance Collection Marshmallow Smoke Premium Body Spray mens deodorant infused with a vanilla hazelnut & dark musk scent for 72 hours of freshness 150 ml
Lynx£3.374.6★
Mitchum Men 48HR Protection Roll-On Deodorant & Anti-Perspirant Clean Control 100 ml
Mitchum£2.084.7★
Rock Face Mens Body Spray - Refined Fragrance Body Spray Deodorant for Men 200ml Sandalwood & Cedar Scent Long Lasting
Rockface£2.204.2★
Reviews
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.
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