emollient cream
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible19.5%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Great£1.8M£1.8M/yr · 1.2M searches
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Growth
Okay+0.8%90-day search growth — must beat 0% to launch
Review moat
Bad6,698.83avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.71avg listing price — sweet spot $15–$100
Price range
Bad£2.29–£17.78cheapest 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, emollient cream is a £1.8M/yr Amazon United Kingdom market (1.2M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Nov. Verdict: Skip it — 48/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
emollient cream market data
- Units sold / yr
- 200K–250K
- avg 8,000–10,000/product
- Revenue / yr
- £1.5M–£1.9M
- units × avg price
- Conversion rate
- 19.5%
- Avg BSR
- #29
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 94%
- Out of stock
- 0.3%
- Avg brand age
- 62 months
- Avg seller age
- 160 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
5 flat
Sellers
138
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
0%
- E4573%
- Doublebase18%
- Zeroderma5%
- PillPharm2%
- Zerobase2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.8% search growth over the last 90 days.Peak months: Feb, Nov · busiest ÷ quietest = 2.0×
Top emollient cream search terms
- e45 cream399K/yr
- e45335K/yr
- emollient cream48K/yr
- doublebase cream48K/yr
- zerobase cream48K/yr
- double base33K/yr
- doublebase31K/yr
- double base dry skin emollient12K/yr
- double base cream 500g pump37K/yr
- doublebase gel24K/yr
Top emollient cream products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
E45 Moisturising Lotion 500 ml for Dry & Sensitive Skin - Long-Lasting Hydration Protect from Dryness Reduce Redness - Dermatological Body Moisturiser Lotion - Body Lotion - Daily Moisturiser
E45£5.404.7★18,632 rev
E45 Moisturiser Body Face And Hand Cream For Dry Flaky Skin Suitable For Eczema Dry Psoriasis Sunburn 500g Tub
E45£8.764.7★13,415 rev
E45 Cream 125g Moisturiser for Dry & Sensitive Skin Perfume Free
E45£3.004.7★3,015 rev
Doublebase Dry Skin Emollient. Clinically Proven Moisturiser for Eczema Psoriasis and Dermatitis Treatment. Body Cream for Dry Skin Relief (Packaging May Vary) 250g Pump Pack
Doublebase£6.744.6★8,897 rev
E45 Moisturising Cream 500g for Dry Itchy & Sensitive Skin Emollient
E45£8.984.7★5,110 rev
Newest
by launch date
Doublebase Once Emollient Gel. Once-daily highly moisturising protective gel for eczema psoriasis and ichthyosis. 500g
Doublebase£12.21126 rev
Double Emolliant Gel 500g | Highly Effective Moisturizing Solution for Dry Skin | Moisturiser for Eczema Psoriasis and Dermatitis Treatment
PillPharm£11.3874 rev
Doublebase Flare Relief Emollient for the Treatment and Relief of Dry Skin Conditions such as Eczema and Psoriasis and Dermatitis (Packaging May Vary) 500g Pump Pack
Doublebase£10.143,998 rev
E45 Daily Hydrating Cream 400 ml for all Skin Types Long Lasting Moisturisation - Non-Greasy Moisturiser and Fast Absorption - Perfume-Free Body Face Hand Cream - Dermatologically Tested
E45£4.2713,415 rev
Doublebase Dry Skin Emollient. Clinically Proven Moisturiser for Eczema Psoriasis and Dermatitis Treatment. Body Cream for Dry Skin Relief (Packaging May Vary) 250g Pump Pack
Doublebase£6.748,897 rev
Trending
90-day click momentumE45 Daily Hydrating Cream 400 ml for all Skin Types Long Lasting Moisturisation - Non-Greasy Moisturiser and Fast Absorption - Perfume-Free Body Face Hand Cream - Dermatologically Tested
E45£4.274.7★
E45 Moisturising Lotion 200 ml Daily Body Moisturiser for Dry & Sensitive Skin Long-Lasting Hydration to Soothe Protect & Restore Softness
E45£2.664.7★
E45 Cream 125g Moisturiser for Dry & Sensitive Skin Perfume Free
E45£3.004.7★
Doublebase Once Emollient Gel. Once-daily highly moisturising protective gel for eczema psoriasis and ichthyosis. 500g
Doublebase£12.214.4★
E45 Itch Relief Cream 500g for Eczema Dry Skin & Dermatitis
E45£16.814.6★
What buyers say about emollient cream
What buyers praise and complain about, mined from review topics.What buyers love
“good moisturiser”
“Good value for money”
“Good quality cream”
“Item as described”
“stops it getting itchy”
“Nice and smooth”
“Itch relief”
“it does work for my skin”
“easily absorbed”
“Very effective”
What buyers complain about
“Gave me a rash”
“The pump doesnt work”
“Just disappointed the moisture probably last an hour”
“There is a faint smell”
“Can cause burn sensation with sensitivite skin”
“Quite pricey”
“People have mentioned that it's difficult to rub in”
“To oil based for me”
“Good and cheap”
“now the pump action won't work”
Top return reasons
Common questions
- Is emollient cream profitable to sell on Amazon United Kingdom?
- The niche generates £1.8M/yr across 18 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (48/100).
- How competitive is the emollient cream niche?
- 5 brands and 138 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in emollient cream?
- Top complaints mined from reviews: Allergies, Functionality-Overall, Moist/Dry. The return rate is 0.0%.
- When does demand for emollient cream peak?
- Demand peaks in Feb–Nov; the busiest month runs 2.0× the quietest.
- What does it cost to enter the emollient cream niche?
- Listings span £2.29–£17.78; the average listing price is £7.71 (sweet spot $15–$100). The average incumbent carries 6,699 reviews — the moat a new listing must climb.