emu oil
Skip itA small market ($50K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Avg price
Great£18.26avg listing price — sweet spot $15–$100
Price range
Great£9.93–£41.39cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great8.2%search→purchase rate — share of searches ending in a sale
Review moat
Great469.13avg incumbent reviews — the moat a new listing must climb
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Competition
Bad73%top-5 click share — a locked-up shelf
Growth
Bad-13.5%90-day search growth — must beat 0% to launch
Market size
Bad£50K£50K/yr · 34K searches
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.
Data updated Jul 21, 2026 · scored weekly · How we score niches
emu oil market data
- Units sold / yr
- 3K–3K
- avg 100–250/product
- Revenue / yr
- £46K–£55K
- units × avg price
- Conversion rate
- 8.2%
- Avg BSR
- #1,506
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 33%
- Out of stock
- 7.1%
- Avg brand age
- 72 months
- Avg seller age
- 181 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
20
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
6%
- Back to Basics33%
- The Emu Oil Well27%
- Y Not Natural12%
- Emu Oil Well10%
- Aura7%
- Lorem EMU5%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 70 weeks — -13.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top emu oil search terms
- emu oil27K/yr
- emu balm4K/yr
- emu oil for joint pain3K/yr
Top emu oil 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
100ml Bottle of Pure Free Range Australian EMU Oil
Back to Basics£12.434.4★1,093 rev
The Emu Oil Well Pure 50 ml
The Emu Oil Well£10.464.3★405 rev
The Emu Oil Well Muscle and Joint Ointment 50 g
The Emu Oil Well£9.934.3★322 rev
The Emu Oil Well Pure 500 ml
Emu Oil Well£31.724.3★235 rev
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)
Y Not Natural£15.764.2★1,158 rev
Newest
by launch date
Emu Oil Balm for Muscle & Joint Relief Travel Size 20g
Lorem EMU£20.251 rev
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)
Y Not Natural£15.761,158 rev
100ml Bottle of Pure FREE RANGE Australian EMU Oil - PACK of 2
Aura£22.3121 rev
50ml Bottle Australian EMU Oil Pack of 2
Aura£15.8721 rev
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)
Y Not Natural£41.391,158 rev
Trending
90-day click momentumEmu Oil Balm for Muscle & Joint Relief Travel Size 20g
Lorem EMU£20.255.0★
emuaid EMUAIDMAX Ointment for Itchy Skin Maximum Strength Treatment for Athletes Foot Psoriasis Jock Itch Rash Eczema Cold Sores Blisters and Yeast Infection 0.5oz
EMUAID£20.473.8★
50ml Bottle Australian EMU Oil Pack of 2
Aura£15.874.7★
The Emu Oil Well Muscle and Joint Ointment 50 g
The Emu Oil Well£9.934.3★
The Emu Oil Well Pure 500 ml
Emu Oil Well£31.724.3★
What buyers say about emu oil
What buyers praise and complain about, mined from review topics.What buyers love
“Has a pleasant smell too”
“Very good quality”
“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”
“Works for LS and dry skin everywhere”
“Improves suppleness of the skin”
“this penetrates to deeper skin layers for long-lasting hydration”
“Good product dase help with joint pain keeping it suple”
“Thus cream does work no side effects”
“seems useful”
“Price is good too”
What buyers complain about
“It wasn't cheap”
“This bottle of Emu Oil is not effective i. e. not soaking into the skin as the one I had previously”
“Very greasy and not doing the job”
“far too small to try properly”
“Bad illustration on advert”
“severely cracked skin”
“- Unpleasant Scent: Has a faint smell of chicken fat”
“I wouldn't say it absorbs fast”
Top return reasons
Common questions
- Is emu oil profitable to sell on Amazon United Kingdom?
- The niche generates £50K/yr across 15 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -13.5%. Flapen's verdict: Skip it (48/100).
- How competitive is the emu oil niche?
- 9 brands and 20 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in emu oil?
- Top complaints mined from reviews: Value For Money, Suitability Oily Skin, De-Grease. The return rate is 0.1%.
- When does demand for emu oil peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the emu oil niche?
- Listings span £9.93–£41.39; the average listing price is £18.26 (sweet spot $15–$100). The average incumbent carries 469 reviews — the moat a new listing must climb.