---
title: "deodorant stick — £1.0M/yr Amazon United Kingdom Niche, Score 56/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/deodorant-stick"
last_updated: "2026-07-20T18:46:12.583Z"
locale: en
meta:
description: "deodorant stick clears our launch bar: a $1.0M/yr market growing +22.5% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:description": "deodorant stick clears our launch bar: a $1.0M/yr market growing +22.5% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:title": "deodorant stick — £1.0M/yr Amazon United Kingdom Niche, Score 56/100 - Flapen"
---
# **deodorant stick**
**Launch it**
A $1.0M/yr market growing +22.5% this quarter with returns at 0.0% — clears our launch bar.
Market size 78Growth 52Conversion 86Competition 77Returns 100Price range 17Avg price 19Brand share 0Review moat 47Quality gap 21
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****9.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£1.0M**
£1.0M/yr · 1.5M searches
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Growth**
**Good****+22.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****1,786.6**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£6.68**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.68–£17.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
60K40KSpike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/deodorant-stick/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%£30K6%£60K9%£90K12%£120K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 42 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml**Dove**£1.81**4.7★1,062 rev](https://www.amazon.co.uk/dp/B0DPL4Q2W1) [2**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**£2.78**4.7★3,082 rev](https://www.amazon.co.uk/dp/B0BWFQ6L6V) [3**Sure Maximum Protection Sport Strength Anti-Perspirant Stick 45 ml**Sure**£3.13**4.7★973 rev](https://www.amazon.co.uk/dp/B072PSVZTZ) [4**Dove Advanced Care Original Anti-Perspirant Aerosol 150 ml**Dove**£1.90**4.7★2,607 rev](https://www.amazon.co.uk/dp/B0BWFPD1L8) [5**Dove Advanced Care Invisible Dry Anti-Perspirant Cream Womens Deodorant Stick with pro-ceramide technology for 72 hours sweat protection 50 ml**Dove**£2.10**4.6★748 rev](https://www.amazon.co.uk/dp/B0DPL4ZGH3)
**~~View all top sellers →~~**
### **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**£15.89**50 rev1y ago](https://www.amazon.co.uk/dp/B0F5QF4LDW) [**Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml**Dove**£1.81**1,062 rev1y ago](https://www.amazon.co.uk/dp/B0DPL4Q2W1) [**Dove Advanced Care Invisible Dry Anti-Perspirant Cream Womens Deodorant Stick with pro-ceramide technology for 72 hours sweat protection 50 ml**Dove**£2.10**748 rev1y ago](https://www.amazon.co.uk/dp/B0DPL4ZGH3) [**Dove Classic Fresh Anti-Perspirant Cream Womens Deodorant Stick with moisturising cream for 48 hour sweat protection and long-lasting fragrance 50 ml**Dove**£1.68**655 rev1y ago](https://www.amazon.co.uk/dp/B0DPL5G3RC) [**Dove Advanced Care Original Anti-Perspirant Cream Womens Deodorant Stick with pro-ceramide technology for 72 hours sweat protection 50 ml**Dove**£2.65**552 rev1y ago](https://www.amazon.co.uk/dp/B0DPL33T13)
**~~View all new products →~~**
### **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**£15.94**4.4★**▲ 151%**](https://www.amazon.co.uk/dp/B00I3XVSE8) [**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**£2.57**4.7★**▲ 135%**](https://www.amazon.co.uk/dp/B0BWFT29K4) [**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**£15.89**4.8★**▲ 122%**](https://www.amazon.co.uk/dp/B0F5QF4LDW) [**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**£2.78**4.7★**▲ 100%**](https://www.amazon.co.uk/dp/B0BWFQ6L6V) [**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**£7.56**4.6★**▲ 69%**](https://www.amazon.co.uk/dp/B0DM9QYL1V)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**44%
*“fresh scent”*
**Value For Money**12%
*“Fantastic price”*
**Quality-Overall**10%
*“is very reliable”*
**Advertised Vs Actual Product**4%
*“True to picture”*
**Moist/Dry**4%
*“helps moisturise them”*
**Durability**3%
*“And is durable”*
**Ease Of Use**2%
*“Easy to use”*
**Efficiency**2%
*“Also it works well”*
**Adhesion/Stickiness**2%
*“Very effective and non sticky”*
**Protection**1%
*“Excellent protection”*
### **What buyers complain about **
**Smell**12%
*“I didnt like the smell”*
**Value For Money**11%
*“Overpriced”*
**Allergies**6%
*“Caused itching and irritation”*
**Functionality-Overall**6%
*“Doesn't work”*
**Moist/Dry**6%
*“arrived really dry”*
**Durability**5%
*“Broke after a few uses”*
**Stain Resistance**3%
*“stains clothes”*
**Adhesion/Stickiness**2%
*“sticky when you first start using it”*
**Quality-Overall**2%
*“Poor quality”*
**Residue**2%
*“It left White residue on Black T-Shirt”*
### **Top return reasons **
**Advertised Vs Actual Product**40%
**Functionality-Overall**20%
**Smell**20%
**Ethically/Sustainably Sourced**10%
**Value For Money**10%
## **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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