deodorant for sensitive skin
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Conversion
Incredible13.4%search→purchase rate — share of searches ending in a sale
Review moat
Good803avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£271K£271K/yr · 369K searches
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Growth
Okay+9.2%90-day search growth — must beat 0% to launch
Avg price
Bad£5.49avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.39–£12.03cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, deodorant for sensitive skin is a £271K/yr Amazon United Kingdom market (369K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jun–Jul. Verdict: Skip it — 48/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 50K–60K
- avg 1,250–1,500/product
- Revenue / yr
- £275K–£329K
- units × avg price
- Launch success
- —
- 1 of 1 new (360d)
- Conversion rate
- 13.4%
- Avg BSR
- #129
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 18%
- Out of stock
- 2.3%
- Avg brand age
- 76 months
- Avg seller age
- 153 days
Competition
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
3 falling
Sellers
73
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
60%
Top 20: 98%
Open market
0%
- VICHY51%
- Sanex48%
- NIVEA1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +9.2% search growth over the last 90 days.Peak months: Jun, Jul · busiest ÷ quietest = 1.9×
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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vichy Deodorant 48 Hr Anti-Perspirant Roll-On For Daily Use on Sensitive Skin No Trace White Marks or Yellow Stains Hypoallergenic Paraben Free and Alcohol-Free 50ml
VICHY£7.204.7★833 rev
Vichy Clinical Control 96H
VICHY£6.614.6★819 rev
Sanex Derma Care Sensitive 48-Hour Antiperspirant Roll-On Deodorant 6x50ml long-lasting freshness against sweat and odour gently cares for skin contains 0% alcohol*
Sanex£7.634.8★264 rev
Sanex Derma Care Sensitive 48-Hour Antiperspirant Spray Deodorant 200ml long-lasting freshness against sweat and odour gently cares for skin contains 0% alcohol*
Sanex£2.184.5★205 rev
Vichy 72 Hour Stress Resist Anti-Perspirant Deodorant Roll-On 50ml
VICHY£6.554.4★5,511 rev
Newest
by launch date
NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin
NIVEA£1.79120 rev
SANEX - Dermo Men Active Control 72 h Antiperspirant for men powerful protection against sweat and odours immediate feeling of nourished skin does not contain alcohol - pack 6x50 ml
Sanex£12.0314 rev
Sanex Derma Care Sensitive 48-Hour Antiperspirant Roll-On Deodorant 6x50ml long-lasting freshness against sweat and odour gently cares for skin contains 0% alcohol*
Sanex£7.63264 rev
Sanex Roll On Sensitive 48hr 50 ml
Sanex£1.3970 rev
Sanex Derma Care Invisible 48-Hour Antiperspirant Roll-On Deodorant 6x50ml long-lasting freshness against sweat and odour gently cares for skin contains 0% alcohol* protects against stains
Sanex£7.61181 rev
Trending
90-day click momentumSANEX - Dermo Men Active Control 72 h Antiperspirant for men powerful protection against sweat and odours immediate feeling of nourished skin does not contain alcohol - pack 6x50 ml
Sanex£12.034.2★
Vichy Clinical Control 96H
VICHY£6.614.6★
Vichy Deodorant 48 Hr Anti-Perspirant Roll-On For Daily Use on Sensitive Skin No Trace White Marks or Yellow Stains Hypoallergenic Paraben Free and Alcohol-Free 50ml
VICHY£7.204.7★
NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin
NIVEA£1.794.5★
Sanex Roll On Invisible Dry 48hr 50 ml
Sanex£1.424.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Best deodorant for me”
“Very affordable”
“Great shampoos”
“As advertised”
“with this there is no irritation at all”
“great on sensitive skin”
“And does not dry out your skin”
“Seems to do a good job”
“Easy to use”
“Reliable Long-Lasting Deodorant”
What buyers complain about
“Awful smell”
“Didn't work for me”
“Very expensive”
“Made me itchy”
“Does NOT do what it says on the tin🤬 This deodorant does not even last as long as the 24 hour version”
“didnt hold up to the 72hr claim as I got maybe 12 out of it”
“takes ages to dry”
“A bit draggy and uncomfortable”
“Heavily perfumed and werent great for my very sensitive/reactive skin”
“not effective on my skin as antiperspirant”
Top return reasons
Common questions
- Is deodorant for sensitive skin profitable to sell on Amazon United Kingdom?
- The niche generates £271K/yr across 22 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +9.2%. Flapen's verdict: Skip it (48/100).
- How competitive is the deodorant for sensitive skin niche?
- 3 brands and 73 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in deodorant for sensitive skin?
- Top complaints mined from reviews: Smell, Functionality-Overall, Value For Money. The return rate is 0.1%.
- When does demand for deodorant for sensitive skin peak?
- Demand peaks in Jun–Jul; the busiest month runs 1.9× the quietest.
- What does it cost to enter the deodorant for sensitive skin niche?
- Listings span £1.39–£12.03; the average listing price is £5.49 (sweet spot $15–$100). The average incumbent carries 803 reviews — the moat a new listing must climb.
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