deodorant stick
Launch itA $1.0M/yr market growing +22.5% this quarter with returns at 0.0% — clears our launch bar.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Market size
Great£1.0M£1.0M/yr · 1.5M searches
Competition
Great38%top-5 click share — an open shelf
Growth
Good+22.5%90-day search growth — must beat 0% to launch
Review moat
Okay1,786.6avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£6.68avg listing price — sweet spot $15–$100
Price range
Bad£1.68–£17.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, deodorant stick is a £1.0M/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May. Verdict: Launch it — 56/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 150K–200K
- avg 2,000–2,500/product
- Revenue / yr
- £1.0M–£1.3M
- units × avg price
- Launch success
- —
- 0 of 0 new (360d)
- Conversion rate
- 9.7%
- Avg BSR
- #83
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 57%
- Out of stock
- 0.2%
- Avg brand age
- 66 months
- Avg seller age
- 157 days
Competition
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
5 falling
Sellers
159
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
38%
Top 20: 80%
Open market
0%
- Dove79%
- Sure15%
- DOVE MEN + CARE4%
- Mitchum2%
- Calvin Klein1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +22.5% search growth over the last 90 days.Peak months: May · busiest ÷ quietest = 2.2×
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 42 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml
Dove£1.814.7★1,062 rev
Dove Advanced Care Go Fresh Pear & Aloe Vera Scent Anti-Perspirant Aerosol Womens Deodorant Spray with Pro-Ceramide technology for 72 hour protection against sweat and odour 200 ml
Dove£2.784.7★3,082 rev
Sure Maximum Protection Sport Strength Anti-Perspirant Stick 45 ml
Sure£3.134.7★973 rev
Dove Advanced Care Original Anti-Perspirant Aerosol 150 ml
Dove£1.904.7★2,607 rev
Dove Advanced Care Invisible Dry Anti-Perspirant Cream Womens Deodorant Stick with pro-ceramide technology for 72 hours sweat protection 50 ml
Dove£2.104.6★748 rev
Newest
by launch date
Dove Advanced Care Anti-Perspirant Cream Original Pack of 6 Womens Deodorant Stick with Pro-Ceramide Technology for 72 Hours Protection Against Sweat 50 ml
Dove£15.8950 rev
Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml
Dove£1.811,062 rev
Dove Advanced Care Invisible Dry Anti-Perspirant Cream Womens Deodorant Stick with pro-ceramide technology for 72 hours sweat protection 50 ml
Dove£2.10748 rev
Dove Classic Fresh Anti-Perspirant Cream Womens Deodorant Stick with moisturising cream for 48 hour sweat protection and long-lasting fragrance 50 ml
Dove£1.68655 rev
Dove Advanced Care Original Anti-Perspirant Cream Womens Deodorant Stick with pro-ceramide technology for 72 hours sweat protection 50 ml
Dove£2.65552 rev
Trending
90-day click momentum
Dove Anti-Perspirant Deodorant Spray Go Fresh Pomegranate Fragrance 0% Alcohol Deodorant Protects 48 Hours Against Body Odour and Underarm Wetness 150 ml Pack of 6
Dove£15.944.4★
Dove Advanced Care Go Fresh Passion Fruit & Lemongrass Scent Womens Antiperspirant Deodorant Spray for 72 hour protection against sweat and odour with Pro-Ceramide technology 200 ml
Dove£2.574.7★
Dove Advanced Care Anti-Perspirant Cream Original Pack of 6 Womens Deodorant Stick with Pro-Ceramide Technology for 72 Hours Protection Against Sweat 50 ml
Dove£15.894.8★
Dove Advanced Care Go Fresh Pear & Aloe Vera Scent Anti-Perspirant Aerosol Womens Deodorant Spray with Pro-Ceramide technology for 72 hour protection against sweat and odour 200 ml
Dove£2.784.7★
Dove Deodorant Roll On Advance Care Go Fresh Original 72H Odour Protection Anti-Transpirant and Anti-Perspirant for Women with Triple Moisturising Technology 50ml pack of 3
Dove£7.564.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“fresh scent”
“Fantastic price”
“is very reliable”
“True to picture”
“helps moisturise them”
“And is durable”
“Easy to use”
“Also it works well”
“Very effective and non sticky”
“Excellent protection”
What buyers complain about
“I didnt like the smell”
“Overpriced”
“Caused itching and irritation”
“Doesn't work”
“arrived really dry”
“Broke after a few uses”
“stains clothes”
“sticky when you first start using it”
“Poor quality”
“It left White residue on Black T-Shirt”
Top return reasons
Common questions
- Is deodorant stick profitable to sell on Amazon United Kingdom?
- The niche generates £1.0M/yr across 42 tracked products. 90-day search growth is +22.5%. Flapen's verdict: Launch it (56/100).
- How competitive is the deodorant stick niche?
- 5 brands and 159 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in deodorant stick?
- Top complaints mined from reviews: Smell, Value For Money, Allergies. The return rate is 0.0%.
- When does demand for deodorant stick peak?
- Demand peaks in May; the busiest month runs 2.2× the quietest.
- What does it cost to enter the deodorant stick niche?
- Listings span £1.68–£17.69; the average listing price is £6.68 (sweet spot $15–$100). The average incumbent carries 1,787 reviews — the moat a new listing must climb.
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