---
title: "deodorant for sensitive skin — £271K/yr Amazon United Kingdom Niche, Score 48/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/deodorant-for-sensitive-skin"
last_updated: "2026-07-20T19:46:24.596Z"
locale: en
meta:
description: "brand-locked demand (top 5 brands take 100% of clicks) — deodorant for sensitive skin doesn't clear our bar today. Data updated Jul 2026."
"og:description": "brand-locked demand (top 5 brands take 100% of clicks) — deodorant for sensitive skin doesn't clear our bar today. Data updated Jul 2026."
"og:title": "deodorant for sensitive skin — £271K/yr Amazon United Kingdom Niche, Score 48/100 - Flapen"
---
# **deodorant for sensitive skin**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 49Growth 36Conversion 96Competition 42Returns 100Price range 0Avg price 15Brand share 0Review moat 67Quality gap 50
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****13.4%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****803**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£271K**
£271K/yr · 369K searches
**Competition**
**Okay****60%**
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****£5.49**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.39–£12.03**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
13K8KSpike '24Holiday '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jun, Jul · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/uk/beauty/deodorant-for-sensitive-skin/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%5%£14K10%£27K15%£41K20%£54K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£7.20**4.7★833 rev](https://www.amazon.co.uk/dp/B00CY9Z7EO) [2**Vichy Clinical Control 96H**VICHY**£6.61**4.6★819 rev](https://www.amazon.co.uk/dp/B09WG9RMH9) [3**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**£7.63**4.8★264 rev](https://www.amazon.co.uk/dp/B0F8JB49S1) [4**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**£2.18**4.5★205 rev](https://www.amazon.co.uk/dp/B0D5DN2CBZ) [5**Vichy 72 Hour Stress Resist Anti-Perspirant Deodorant Roll-On 50ml**VICHY**£6.55**4.4★5,511 rev](https://www.amazon.co.uk/dp/B00DMAWP94)
**~~View all top sellers →~~**
### **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**£1.79**120 rev10mo ago](https://www.amazon.co.uk/dp/B0FPRFKTGP) [**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**£12.03**14 rev1y ago](https://www.amazon.co.uk/dp/B0F99KJBC4) [**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**£7.63**264 rev1y ago](https://www.amazon.co.uk/dp/B0F8JB49S1) [**Sanex Roll On Sensitive 48hr 50 ml**Sanex**£1.39**70 rev1y ago](https://www.amazon.co.uk/dp/B0F8J8TKPP) [**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**£7.61**181 rev1y ago](https://www.amazon.co.uk/dp/B0F8J9D3HL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£12.03**4.2★**▲ 191%**](https://www.amazon.co.uk/dp/B0F99KJBC4) [**Vichy Clinical Control 96H**VICHY**£6.61**4.6★**▲ 61%**](https://www.amazon.co.uk/dp/B09WG9RMH9) [**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**£7.20**4.7★**▲ 36%**](https://www.amazon.co.uk/dp/B00CY9Z7EO) [**NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin**NIVEA**£1.79**4.5★**▲ 33%**](https://www.amazon.co.uk/dp/B0FPRFKTGP) [**Sanex Roll On Invisible Dry 48hr 50 ml**Sanex**£1.42**4.4★**▲ 22%**](https://www.amazon.co.uk/dp/B0F8J8T5K9)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**25%
*“Best deodorant for me”*
**Value For Money**19%
*“Very affordable”*
**Quality-Overall**12%
*“Great shampoos”*
**Advertised Vs Actual Product**7%
*“As advertised”*
**Allergies**7%
*“with this there is no irritation at all”*
**Sensitivity-Overall**3%
*“great on sensitive skin”*
**Moist/Dry**3%
*“And does not dry out your skin”*
**Efficiency**2%
*“Seems to do a good job”*
**Ease Of Use**2%
*“Easy to use”*
**Durability**2%
*“Reliable Long-Lasting Deodorant”*
### **What buyers complain about **
**Smell**26%
*“Awful smell”*
**Functionality-Overall**13%
*“Didn't work for me”*
**Value For Money**8%
*“Very expensive”*
**Allergies**7%
*“Made me itchy”*
**Advertised Vs Actual Product**5%
*“Does NOT do what it says on the tin🤬 This deodorant does not even last as long as the 24 hour version”*
**Durability**4%
*“didnt hold up to the 72hr claim as I got maybe 12 out of it”*
**Moist/Dry**3%
*“takes ages to dry”*
**Comfort-Overall**3%
*“A bit draggy and uncomfortable”*
**Suitability Combination Skin**2%
*“Heavily perfumed and werent great for my very sensitive/reactive skin”*
**Skin Health**1%
*“not effective on my skin as antiperspirant”*
### **Top return reasons **
**Smell**22%
**Functionality-Overall**20%
**Advertised Vs Actual Product**10%
**Product Condition**7%
**Ingredients-Overall**5%
**Leak-Proof**5%
**Defective Material/Parts**4%
**Size-Overall**4%
**Quality-Overall**3%
**Certifications**2%
## **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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