How competitive is the Emu Oil niche on Amazon United Kingdom?

9 brands and 20 sellers compete in Emu Oil on Amazon United Kingdom. The top 5 Emu Oil products take 73% of clicks and its top 5 brands hold 89% of demand.

What do buyers complain about in Emu Oil?

Emu Oil buyers on Amazon United Kingdom complain most about Value For Money, Suitability Oily Skin, De-Grease, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Emu Oil niche?

Emu Oil sells for £18.26 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £9.93–£41.39. The average incumbent carries 469 reviews — the moat a new listing must climb.

Emu Oil

a small market ($50K/yr) — Emu Oil doesn't clear our bar today.

Flapen Score

Skip it

Top 44% of 2,481 Beauty niches · +1 vs the category median of 47

This niche Category average · 2,481 niches

Is Emu Oil profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Emu Oil is a £50K/yr Amazon United Kingdom market (34K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 48/100.

Emu Oil: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -13.5% over the last 90 days and 8.2% of searches end in a purchase.

£50K

revenue / yr

Units sold / yr3K

Search volume / yr-13.5%34K

Conversion rate8.2%

Avg price£18.26

Who owns the niche?

The top 5 brands hold 89% of demand, so 11% of the market is open.

11%

open market share

Brands · sellers9 · 20

Top-5 product click share73%

Open market11%

Avg brand age72 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.

0/100

page quality · 15 products

Top Emu Oil products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

100ml Bottle of Pure Free Range Australian EMU Oil

Price: £12.43
Rating: 4.4/5
Reviews: 1,093
Age: 13y ago

The Emu Oil Well Pure 50 ml

Price: £10.46
Rating: 4.3/5
Reviews: 405
Age: 13y ago

The Emu Oil Well Muscle and Joint Ointment 50 g

Price: £9.93
Rating: 4.3/5
Reviews: 322
Age: 13y ago

The Emu Oil Well Pure 500 ml

Price: £31.72
Rating: 4.3/5
Reviews: 235
Age: 11y ago

Y Not Natural Pure Emu Oil - Face Moisturizer Body Oil & Hair Growth Oil - Organic Skin Care with Vitamin E Oil Omega 3-6-9 - Multi-Use Face Oil Scalp Oil & Cuticle Oil - Australian Emu Oil (30ml)

Price: £15.76
Rating: 4.2/5
Reviews: 1,158
Age: 1y ago

Newest

by launch date

Emu Oil Balm for Muscle & Joint Relief Travel Size 20g

Price: £20.25
Rating: 5.0/5
Reviews: 1
Age: 4mo ago

Y Not Natural Pure Emu Oil - Face Moisturizer Body Oil & Hair Growth Oil - Organic Skin Care with Vitamin E Oil Omega 3-6-9 - Multi-Use Face Oil Scalp Oil & Cuticle Oil - Australian Emu Oil (30ml)

Price: £15.76
Rating: 4.2/5
Reviews: 1,158
Age: 1y ago

100ml Bottle of Pure FREE RANGE Australian EMU Oil - PACK of 2

Price: £22.31
Rating: 4.7/5
Reviews: 21
Age: 3y ago

50ml Bottle Australian EMU Oil Pack of 2

Price: £15.87
Rating: 4.7/5
Reviews: 21
Age: 3y ago

Y Not Natural Pure Emu Oil - Face Moisturizer Body Oil & Hair Growth Oil - Organic Skin Care with Vitamin E Oil Omega 3-6-9 - Multi-Use Face Oil Scalp Oil & Cuticle Oil- Australian Emu Oil (200ml)

Price: £41.39
Rating: 4.2/5
Reviews: 1,158
Age: 5y ago

Competition: brands, sellers & click share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

Back to Basics33%
The Emu Oil Well27%
Y Not Natural12%
Emu Oil Well10%
Aura7%
Lorem EMU5%
Open — no brand owns it (3 brands, 6%)

Emu Oil demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume34KCVR8.2%Products15Brands9Top 5 Brands89%OOS Rate7.1%Rating4.3★Reviews469Avg BSR#1,506

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Emu Oil search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

emu oil27K/yr -13.6%7.4% conv.
emu balm4K/yr -29.7%3.3% conv.
emu oil for joint pain3K/yr +21.0%8.4% conv.

What reviews say buyers love and hate about Emu Oil

What buyers mention most, as a share of all reviews.

What buyers love

72% of reviews

Smell21%

“Has a pleasant smell too”

Quality-Overall9%

“Very good quality”

Lubrication8%

“It is oily so a very small amount goes a long way, very happy, will buy again if I run out off it, hardly used any and had so much improvement”

Suitability Dry Skin8%

“Works for LS and dry skin everywhere”

Skin Health8%

“Improves suppleness of the skin”

What buyers complain about

64% of reviews

Value For Money13%

“It wasn't cheap”

Suitability Oily Skin13%

“This bottle of Emu Oil is not effective i. e. not soaking into the skin as the one I had previously”

De-Grease13%

“Very greasy and not doing the job”

Size-Overall13%

“far too small to try properly”

Advertised Vs Actual Product6%

“Bad illustration on advert”

Emu Oil return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

75%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

63%

2Leak-Proof

25%

3Advertised Vs Actual Product

13%

Common Emu Oil questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Emu Oil 48/100 on Amazon United Kingdom — Skip it. The niche generates £50K/yr across 15 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -13.5% over the last 90 days.