---
title: "Emollient Cream — £1.8M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/emollient-cream"
last_updated: "2026-08-06T04:08:13.952Z"
locale: en
meta:
description: "Niche score 48/100 · £1.8M/yr market · 1.2M searches/yr · £7.71 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £1.8M/yr market · 1.2M searches/yr · £7.71 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Emollient Cream — £1.8M/yr Amazon UK Niche (2026) - Flapen"
---
# **emollient cream**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 91Growth 26Conversion 100Competition 39Returns 100Price range 18Avg price 21Brand share 0Review moat 24Quality gap 21
**Conversion**
**Incredible****19.5%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.8M**
£1.8M/yr · 1.2M searches
**Competition**
**Okay****62%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+0.8%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****6,698.83**
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****£7.71**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£2.29–£17.78**
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, 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 ~~](https://flapen.com/research/methodology)
## **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.
23K18KSpike '24Holiday '24Spike '25Black Friday '25Spike '26Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Nov · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/beauty/emollient-cream/trend)
## **Top emollient cream search terms**
- **e45 cream**399K/yr+38.0%18.3% conv. - **e45**335K/yr-7.2%13.9% conv. - **emollient cream**48K/yr-11.8%4.2% conv. - **doublebase cream**48K/yr-38.9%16.9% conv. - **zerobase cream**48K/yr-36.3%18.5% conv. - **double base**33K/yr-21.2%14.1% conv. - **doublebase**31K/yr-30.8%13.9% conv. - **double base dry skin emollient**12K/yr+159.1%19.0% conv. - **double base cream 500g pump**37K/yr-42.9%16.9% conv. - **doublebase gel**24K/yr-23.0%10.2% conv. [**All search terms **](https://flapen.com/research/uk/beauty/emollient-cream/search-terms)
## **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.
0%5%£88K10%£176K15%£264K20%£352K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£5.40**4.7★18,632 rev](https://www.amazon.co.uk/dp/B001RYSEVK) [2**E45 Moisturiser Body Face And Hand Cream For Dry Flaky Skin Suitable For Eczema Dry Psoriasis Sunburn 500g Tub**E45**£8.76**4.7★13,415 rev](https://www.amazon.co.uk/dp/B07MJW2BQF) [3**E45 Cream 125g Moisturiser for Dry & Sensitive Skin Perfume Free**E45**£3.00**4.7★3,015 rev](https://www.amazon.co.uk/dp/B0038HRRFS) [4**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**£6.74**4.6★8,897 rev](https://www.amazon.co.uk/dp/B084F578HM) [5**E45 Moisturising Cream 500g for Dry Itchy & Sensitive Skin Emollient**E45**£8.98**4.7★5,110 rev](https://www.amazon.co.uk/dp/B004AV1J2S)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Doublebase Once Emollient Gel. Once-daily highly moisturising protective gel for eczema psoriasis and ichthyosis. 500g**Doublebase**£12.21**126 rev10mo ago](https://www.amazon.co.uk/dp/B0FQCFZXYL) [**Double Emolliant Gel 500g | Highly Effective Moisturizing Solution for Dry Skin | Moisturiser for Eczema Psoriasis and Dermatitis Treatment**PillPharm**£11.38**74 rev11mo ago](https://www.amazon.co.uk/dp/B0FMYBPDGS) [**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**£10.14**3,998 rev6y ago](https://www.amazon.co.uk/dp/B084ZR8RV6) [**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**£4.27**13,415 rev6y ago](https://www.amazon.co.uk/dp/B07TVJ5TWB) [**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**£6.74**8,897 rev6y ago](https://www.amazon.co.uk/dp/B084F578HM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£4.27**4.7★**▲ 70%**](https://www.amazon.co.uk/dp/B07TVJ5TWB) [**E45 Moisturising Lotion 200 ml Daily Body Moisturiser for Dry & Sensitive Skin Long-Lasting Hydration to Soothe Protect & Restore Softness**E45**£2.66**4.7★**▲ 63%**](https://www.amazon.co.uk/dp/B00127X15G) [**E45 Cream 125g Moisturiser for Dry & Sensitive Skin Perfume Free**E45**£3.00**4.7★**▲ 35%**](https://www.amazon.co.uk/dp/B0038HRRFS) [**Doublebase Once Emollient Gel. Once-daily highly moisturising protective gel for eczema psoriasis and ichthyosis. 500g**Doublebase**£12.21**4.4★**▲ 33%**](https://www.amazon.co.uk/dp/B0FQCFZXYL) [**E45 Itch Relief Cream 500g for Eczema Dry Skin & Dermatitis**E45**£16.81**4.6★**▲ 28%**](https://www.amazon.co.uk/dp/B001EJOHUU)
**~~View all trending →~~**
## **What buyers say about emollient cream**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**20%
*“good moisturiser”*
**Value For Money**16%
*“Good value for money”*
**Quality-Overall**11%
*“Good quality cream”*
**Advertised Vs Actual Product**6%
*“Item as described”*
**Allergies**5%
*“stops it getting itchy”*
**Soft Feel**5%
*“Nice and smooth”*
**Itch Relief**3%
*“Itch relief”*
**Skin Health**3%
*“it does work for my skin”*
**Absorbency**3%
*“easily absorbed”*
**Efficiency**3%
*“Very effective”*
### **What buyers complain about **
**Allergies**17%
*“Gave me a rash”*
**Functionality-Overall**7%
*“The pump doesnt work”*
**Moist/Dry**7%
*“Just disappointed the moisture probably last an hour”*
**Smell**6%
*“There is a faint smell”*
**Skin Health**5%
*“Can cause burn sensation with sensitivite skin”*
**Value For Money**4%
*“Quite pricey”*
**Ease Of Use**2%
*“People have mentioned that it's difficult to rub in”*
**Oily/Greasy**2%
*“To oil based for me”*
**Quality-Overall**2%
*“Good and cheap”*
**Motor Power**2%
*“now the pump action won't work”*
### **Top return reasons **
**Dispensing Mechanism**25%
**Safety Standards**25%
**Defective Material/Parts**25%
**Motor Power**25%
## **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.
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