---
title: "deodorant for men — £2.1M/yr Amazon United Kingdom Niche, Score 65/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/deodorant-for-men"
last_updated: "2026-07-20T19:45:34.322Z"
locale: en
meta:
description: "deodorant for men clears our launch bar: a $2.1M/yr market growing +32.0% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:description": "deodorant for men clears our launch bar: a $2.1M/yr market growing +32.0% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:title": "deodorant for men — £2.1M/yr Amazon United Kingdom Niche, Score 65/100 - Flapen"
---
# **deodorant for men**
**Launch it**
A $2.1M/yr market growing +32.0% this quarter with returns at 0.0% — clears our launch bar.
Market size 95Growth 58Conversion 88Competition 82Returns 100Price range 13Avg price 17Brand share 33Review moat 54Quality gap 32
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Market size**
**Incredible****£2.1M**
£2.1M/yr · 3.5M searches
**Conversion**
**Great****10.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****33%**
top-5 click share — an open shelf
**Growth**
**Good****+32.0%**
90-day search growth — must beat 0% to launch
**Review moat**
**Good****1,350.21**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****85%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£5.97**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.23–£16.99**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
100K60KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/beauty/deodorant-for-men/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%£64K6%£128K9%£192K12%£257K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 48 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£1.98**4.6★1,191 rev](https://www.amazon.co.uk/dp/B009FAJLZQ) [2**Mitchum Men Triple Odor Defense 48h Protection Deodorant Spray 200ml**Mitchum**£1.74**4.5★3,356 rev](https://www.amazon.co.uk/dp/B01DDVBDJ4) [3**Sure Men FIFA World Cup 2026 Deodorant Spray 150ml 6 Pack 48h Mens Care**Sure**£7.20**4.7★1,400 rev](https://www.amazon.co.uk/dp/B003WL63LO) [4**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**£1.23**4.5★3,466 rev](https://www.amazon.co.uk/dp/B013XCGVF4) [5**NIVEA Men Protect & Care Spray (6 x 250ml) Anti-Perspirant for 72H Protection Gentle and Effective Deodorant Free From Alcohol**NIVEA MEN**£13.04**4.7★1,638 rev](https://www.amazon.co.uk/dp/B01D1RCWOK)
**~~View all top sellers →~~**
### **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**£14.89**32 rev1mo ago](https://www.amazon.co.uk/dp/B0GZWBJQHM) [**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**£3.37**115 rev6mo ago](https://www.amazon.co.uk/dp/B0G3QQJJX5) [**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**£6.30**447 rev6mo ago](https://www.amazon.co.uk/dp/B0FQF3FGNF) [**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**£6.94**162 rev10mo ago](https://www.amazon.co.uk/dp/B0FNWN5BD9) [**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**£7.31**252 rev1y ago](https://www.amazon.co.uk/dp/B0F8J73V14)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Sure Men FIFA World Cup 2026 Limited Edition Superstar Deodorant Gift Set Anti-Perspirant Body Spray Invisible Ice Fresh 6x 150 ml**Sure**£14.89**4.6★**▲ 291%**](https://www.amazon.co.uk/dp/B0GZWBJQHM) [**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**£6.30**4.7★**▲ 244%**](https://www.amazon.co.uk/dp/B0FQF3FGNF) [**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**£3.37**4.6★**▲ 222%**](https://www.amazon.co.uk/dp/B0G3QQJJX5) [**Mitchum Men 48HR Protection Roll-On Deodorant & Anti-Perspirant Clean Control 100 ml**Mitchum**£2.08**4.7★**▲ 178%**](https://www.amazon.co.uk/dp/B00LC8YMV2) [**Rock Face Mens Body Spray - Refined Fragrance Body Spray Deodorant for Men 200ml Sandalwood & Cedar Scent Long Lasting**Rockface**£2.20**4.2★**▲ 150%**](https://www.amazon.co.uk/dp/B0CNTSDP4Y)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**46%
*“Fresh scent”*
**Value For Money**16%
*“Money well spent”*
**Quality-Overall**10%
*“Good all round product”*
**Advertised Vs Actual Product**4%
*“As described”*
**Durability**3%
*“Reliable & Long Lasting”*
**Moist/Dry**2%
*“Moisturising addition is nice and feels gentle and comfortable on skin”*
**Efficiency**2%
*“Does the job”*
**Allergies**1%
*“No irritation”*
**Ease Of Use**1%
*“Easy to use”*
**Protection**1%
*“Long-Lasting Protection”*
### **What buyers complain about **
**Smell**23%
*“too strong a fragrance”*
**Allergies**8%
*“Skin irritation”*
**Value For Money**8%
*“Expensive”*
**Durability**7%
*“The part where you push down has broken on 2 of them rendering them un usable”*
**Functionality-Overall**5%
*“doesn't work”*
**Quality-Overall**4%
*“Rolling ball quality is very bad”*
**Stain Resistance**4%
*“stains shirts”*
**Jamming/Clogging**2%
*“Clogged up and stopped working on first use”*
**Design-Overall**2%
*“Poor container design”*
**Size-Overall**2%
*“The cans are also a bit smaller than standard”*
### **Top return reasons **
**Defective Material/Parts**19%
**Leak-Proof**17%
**Smell**17%
**Stain Resistance**12%
**Dilute/Watery**7%
**Ease Of Use**7%
**Functionality-Overall**6%
**Skin Health**5%
**Advertised Vs Actual Product**2%
**Residue**2%
## **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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