---
title: "deodorant sticks for men — £718K/yr Amazon United Kingdom Niche, Score 57/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/deodorant-sticks-for-men"
last_updated: "2026-07-20T19:47:32.257Z"
locale: en
meta:
description: "deodorant sticks for men shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "deodorant sticks for men shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "deodorant sticks for men — £718K/yr Amazon United Kingdom Niche, Score 57/100 - Flapen"
---
# **deodorant sticks for men**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 69Growth 52Conversion 86Competition 78Returns 100Price range 34Avg price 28Brand share 6Review moat 45Quality gap 27
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****9.8%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****37%**
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**
**Okay****2,008.57**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£1.48–£21.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£9.40**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/uk/beauty/deodorant-sticks-for-men/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%4%£29K8%£57K12%£86K16%£115K1101001K10K 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 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**£2.35**4.6★2,340 rev](https://www.amazon.co.uk/dp/B0BWFR25T1) [2**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**£3.46**4.5★1,939 rev](https://www.amazon.co.uk/dp/B0B1TWRLM5) [3**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**£4.25**4.7★8,014 rev](https://www.amazon.co.uk/dp/B0BQJBFZT2) [4**Dove Men+Care Clean Comfort Anti-Perspirant Deodorant Stick with Moisturising Cream 48-Hour Protection 50 ml Pack of 6**DOVE MEN + CARE**£10.62**4.6★3,815 rev](https://www.amazon.co.uk/dp/B01F8IE64O) [5**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**£2.16**4.6★252 rev](https://www.amazon.co.uk/dp/B0DPL3PCJQ)
**~~View all top sellers →~~**
### **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**£5.78**7 rev5mo ago](https://www.amazon.co.uk/dp/B0G3QPRR33) [**Old Spice Sport Power Antiperspirant Mens Deodorant Stick Roll On Deodorant for Men Anti Perspirant Value Pack 6 x 50ml**Old Spice**£15.40**27 rev6mo ago](https://www.amazon.co.uk/dp/B0GC7RLCCQ) [**Old Spice Cold Spice Roll On Deodorant Stick for Men Antiperspirant Clear Gel Mens Strong Anti Perspirant Value Pack 6 x 70ml**Old Spice**£15.83**163 rev6mo ago](https://www.amazon.co.uk/dp/B0GC84C66C) [**Old Spice Cold Spice Mens Shower Gel & Shampoo Face and Body Wash for Men 1000ml Value Pack Cool Mint Perfume**Old Spice**£4.87**48 rev7mo ago](https://www.amazon.co.uk/dp/B0G4XGZHZM) [**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**£4.98**501 rev1y ago](https://www.amazon.co.uk/dp/B0F8W1ZTJ3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Old Spice Cold Spice Roll On Deodorant Stick for Men Antiperspirant Clear Gel Mens Strong Anti Perspirant Value Pack 6 x 70ml**Old Spice**£15.83**4.6★**▲ 305%**](https://www.amazon.co.uk/dp/B0GC84C66C) [**Old Spice Sport Power Antiperspirant Mens Deodorant Stick Roll On Deodorant for Men Anti Perspirant Value Pack 6 x 50ml**Old Spice**£15.40**4.4★**▲ 297%**](https://www.amazon.co.uk/dp/B0GC7RLCCQ) [**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**£5.78**5.0★**▲ 288%**](https://www.amazon.co.uk/dp/B0G3QPRR33) [**Old Spice Cold Spice Mens Shower Gel & Shampoo Face and Body Wash for Men 1000ml Value Pack Cool Mint Perfume**Old Spice**£4.87**4.4★**▲ 209%**](https://www.amazon.co.uk/dp/B0G4XGZHZM) [**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**£18.88**4.7★**▲ 92%**](https://www.amazon.co.uk/dp/B0CWD788S5)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**41%
*“Nice clean smell”*
**Value For Money**16%
*“Excellent value”*
**Quality-Overall**10%
*“No complaints”*
**Advertised Vs Actual Product**4%
*“As described”*
**Durability**3%
*“Reliable & Long Lasting”*
**Size-Overall**3%
*“This fits the bill perfectly”*
**Ease Of Use**2%
*“Easy to use”*
**Lather**2%
*“Good lather with each pump which doses the right amount”*
**Moist/Dry**2%
*“doesnt dry your skin out”*
**Adhesion/Stickiness**2%
*“no mess or stickiness”*
### **What buyers complain about **
**Smell**23%
*“No scent”*
**Allergies**10%
*“Irritated my skin”*
**Durability**5%
*“Not long lasting”*
**Value For Money**4%
*“price has increased a lot”*
**Quality-Overall**4%
*“Low quality”*
**Size-Overall**4%
*“The small isn't as good as I remembered”*
**Functionality-Overall**3%
*“Doesn't work”*
**Moist/Dry**2%
*“smelt like cat pee when it had dried on”*
**Adhesion/Stickiness**2%
*“The stick is slightly sticky”*
**Strength**2%
*“It is not the strongest antiperspirant out there”*
### **Top return reasons **
**Smell**45%
**Advertised Vs Actual Product**25%
**Functionality-Overall**20%
**Size-Overall**10%
## **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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