deodorant womens
Launch itA $1.1M/yr market growing +24.5% 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£1.1M£1.1M/yr · 2.9M searches
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Growth
Good+24.5%90-day search growth — must beat 0% to launch
Review moat
Okay1,994.6avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Brand share
Bad93%top-5 brand share — brand-locked demand
Price range
Bad£1.23–£17.08cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£3.88avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, deodorant womens is a £1.1M/yr Amazon United Kingdom market (2.9M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in May–Jun–Jul. Verdict: Launch it — 57/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 300K–400K
- avg 6,000–8,000/product
- Revenue / yr
- £1.2M–£1.6M
- units × avg price
- Launch success
- —
- 0 of 0 new (360d)
- Conversion rate
- 9.7%
- Avg BSR
- #98
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 51%
- Out of stock
- 0.0%
- Avg brand age
- 72 months
- Avg seller age
- 158 days
Competition
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
180
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
41%
Top 20: 81%
Open market
4%
- Mitchum21%
- Dove21%
- Sure18%
- NIVEA16%
- Soft & Gentle16%
- NIVEA MEN3%
- Open — no brand owns it (4 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +24.5% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 1.8×
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 45 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mitchum Women Triple Odor Defense 48HR Protection Deodorant Spray & Antiperspirant (200ml) Powder Fresh
Mitchum£1.934.6★3,324 rev
Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml
Dove£1.814.7★1,062 rev
Soft & Gentle Fresh Blossom Antiperspirant Deodorant Spray 250ml
Soft & Gentle£1.514.7★1,338 rev
NIVEA Pearl & Beauty Anti-Perspirant Deodorant Spray (250ml) Womens Deodorant Spray with 72H Sweat and Odour Protection Anti-Perspirant for Women with Pearl Extracts
NIVEA£2.124.7★719 rev
Revlon Mitchum Women Triple Odor Defense 48HR Protection Deodorant Stick and Antiperspirant Pure Fresh Dermatologist Tested 41 g (Pack of 1)
Mitchum£2.614.6★7,458 rev
Newest
by launch date
Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml
Dove£2.82172 rev
Mitchum Women Ultimate 72H Aerosol Bright Floral 250ml (Pack of 6)
Mitchum£13.24199 rev
SOFT & GENTLE Anti-perspirant Deodorant Skin Expert Hyaluronic Care Rosewater Dew 72H Protection 250ml
Soft & Gentle£1.97105 rev
SOFT & GENTLE Anti-Perspirant Deodorant Pure Bouquet Invisible Protection 250ml
Soft & Gentle£1.62137 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
Trending
90-day click momentum
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 Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml
Dove£2.824.2★
NIVEA Men Protect & Care Spray (6 x 250ml) Anti-Perspirant for 72H Protection Gentle and Effective Deodorant Free From Alcohol
NIVEA MEN£13.044.7★
NIVEA Black & White Invisible Anti-Perspirant Spray (150ml) 72hr Anti-Sweat Womens Deodorant Spray No Stains on Black and White Clothes
NIVEA£1.524.8★
Soft & Gentle Fresh Blossom Antiperspirant Deodorant Spray 250ml
Soft & Gentle£1.514.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Clean fresh scent”
“Excellent value for money”
“Great, consistent product”
“True to picture”
“Dries quickly”
“It does the job perfectly”
“No irritation”
“And is durable”
“comfortable to wear”
“Small enough to put inside handbag”
What buyers complain about
“Dont like the scent”
“Severe irritation”
“Expensive”
“Doesn't work”
“Broke after a few uses”
“arrived really dry”
“not the best product”
“seems to stain”
“False advertising”
“Could not be used”
Top return reasons
Common questions
- Is deodorant womens profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 45 tracked products. 90-day search growth is +24.5%. Flapen's verdict: Launch it (57/100).
- How competitive is the deodorant womens niche?
- 10 brands and 180 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in deodorant womens?
- Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.0%.
- When does demand for deodorant womens peak?
- Demand peaks in May–Jun–Jul; the busiest month runs 1.8× the quietest.
- What does it cost to enter the deodorant womens niche?
- Listings span £1.23–£17.08; the average listing price is £3.88 (sweet spot $15–$100). The average incumbent carries 1,995 reviews — the moat a new listing must climb.
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