deodorant sticks for men
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Great9.8%search→purchase rate — share of searches ending in a sale
Competition
Great37%top-5 click share — an open shelf
Market size
Good£718K£718K/yr · 776K searches
Growth
Good+22.6%90-day search growth — must beat 0% to launch
Review moat
Okay2,008.57avg incumbent reviews — the moat a new listing must climb
Price range
Okay£1.48–£21.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£9.40avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, deodorant sticks for men is a £718K/yr Amazon United Kingdom market (776K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 57/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 80K–100K
- avg 1,500–2,000/product
- Revenue / yr
- £752K–£940K
- units × avg price
- Launch success
- —
- 1 of 4 new (360d)
- Conversion rate
- 9.8%
- Avg BSR
- #83
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 79%
- Out of stock
- 3.0%
- Avg brand age
- 80 months
- Avg seller age
- 158 days
Competition
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
8 falling
Sellers
217
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
37%
Top 20: 76%
Open market
2%
- DOVE MEN + CARE44%
- Old Spice43%
- Dove7%
- Calvin Klein2%
- Mitchum2%
- Sure1%
- Open — no brand owns it (2 brands, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +22.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.1×
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 Men+Care Advanced Clean Comfort Anti-Perspirant Aerosol Deodorant Spray with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 200 ml
DOVE MEN + CARE£2.354.6★2,340 rev
Old Spice Captain Mens Deodorant Stick 85ml 24/7 Fressshhh with Daily Use Long Lasting Perfume Quality Scent Odour Protection 0% Aluminium Salts Invisible on Black & White
Old Spice£3.464.5★1,939 rev
Old Spice Captain Mens Shower Gel & Shampoo 1000ml Multi-Use 3-in-1 Body-Hair-Face Wash Long Lasting Freshness Perfume Quality Scent Deep Cleansing
Old Spice£4.254.7★8,014 rev
Dove Men+Care Clean Comfort Anti-Perspirant Deodorant Stick with Moisturising Cream 48-Hour Protection 50 ml Pack of 6
DOVE MEN + CARE£10.624.6★3,815 rev
Dove Men+Care Advanced Clean Comfort Anti-Perspirant Stick Mens Deodorant with Anti-Odour Technology and a lemon & cedarwood scent for 72 hour sweat and anti-bacterial odour protection 50 ml
DOVE MEN + CARE£2.164.6★252 rev
Newest
by launch date
Dove Men+Care Advanced Clean Comfort XXL Anti-Perspirant Aerosol Deodorant Spray with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 300 ml
Dove£5.787 rev
Old Spice Sport Power Antiperspirant Mens Deodorant Stick Roll On Deodorant for Men Anti Perspirant Value Pack 6 x 50ml
Old Spice£15.4027 rev
Old Spice Cold Spice Roll On Deodorant Stick for Men Antiperspirant Clear Gel Mens Strong Anti Perspirant Value Pack 6 x 70ml
Old Spice£15.83163 rev
Old Spice Cold Spice Mens Shower Gel & Shampoo Face and Body Wash for Men 1000ml Value Pack Cool Mint Perfume
Old Spice£4.8748 rev
Old Spice Rockstar Mens Shower Gel & Shampoo 1000ml Multi-Use 3-in-1 Body-Hair-Face Wash Long Lasting Freshness Perfume Quality Scent Deep Cleansing
Old Spice£4.98501 rev
Trending
90-day click momentumOld Spice Cold Spice Roll On Deodorant Stick for Men Antiperspirant Clear Gel Mens Strong Anti Perspirant Value Pack 6 x 70ml
Old Spice£15.834.6★
Old Spice Sport Power Antiperspirant Mens Deodorant Stick Roll On Deodorant for Men Anti Perspirant Value Pack 6 x 50ml
Old Spice£15.404.4★
Dove Men+Care Advanced Clean Comfort XXL Anti-Perspirant Aerosol Deodorant Spray with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 300 ml
Dove£5.785.0★
Old Spice Cold Spice Mens Shower Gel & Shampoo Face and Body Wash for Men 1000ml Value Pack Cool Mint Perfume
Old Spice£4.874.4★
Dove Men+Care Anti-Perspirant Advanced 72 Hours Sweat and Odour Protection with Long Lasting Fragrance of Eucalyptus + Mint Deodorant Spray for Men 200ml Pack of 6
DOVE MEN + CARE£18.884.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Nice clean smell”
“Excellent value”
“No complaints”
“As described”
“Reliable & Long Lasting”
“This fits the bill perfectly”
“Easy to use”
“Good lather with each pump which doses the right amount”
“doesnt dry your skin out”
“no mess or stickiness”
What buyers complain about
“No scent”
“Irritated my skin”
“Not long lasting”
“price has increased a lot”
“Low quality”
“The small isn't as good as I remembered”
“Doesn't work”
“smelt like cat pee when it had dried on”
“The stick is slightly sticky”
“It is not the strongest antiperspirant out there”
Top return reasons
Common questions
- Is deodorant sticks for men profitable to sell on Amazon United Kingdom?
- The niche generates £718K/yr across 42 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is +22.6%. Flapen's verdict: Worth a look (57/100).
- How competitive is the deodorant sticks for men niche?
- 8 brands and 217 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in deodorant sticks for men?
- Top complaints mined from reviews: Smell, Allergies, Durability. The return rate is 0.0%.
- When does demand for deodorant sticks for men peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the deodorant sticks for men niche?
- Listings span £1.48–£21.88; the average listing price is £9.40 (sweet spot $15–$100). The average incumbent carries 2,009 reviews — the moat a new listing must climb.
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