Is face cream profitable to sell on Amazon United Kingdom?

The niche generates £941K/yr across 68 tracked products. 6 of 7 products launched in the last 360 days are still selling. 90-day search growth is -8.8%. Flapen's verdict: Worth a look (56/100).

How competitive is the face cream niche?

10 brands and 404 sellers compete. The top 5 products take 22% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in face cream?

Top complaints mined from reviews: Allergies, Moist/Dry, Suitability Dry Skin. The return rate is 0.0%.

When does demand for face cream peak?

Demand peaks in Feb; the busiest month runs 1.8× the quietest.

What does it cost to enter the face cream niche?

Listings span £2.12–£20.75; the average listing price is £8.01 (sweet spot $15–$100). The average incumbent carries 3,664 reviews — the moat a new listing must climb.

face cream

Worth a look

Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Competition

Great22%

top-5 click share — an open shelf

Conversion

Great8.9%

search→purchase rate — share of searches ending in a sale

Market size

Great£941K

£941K/yr · 1.3M searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£2.12–£20.75

cheapest to priciest tracked listing — scored on the share inside $15–$100

Review moat

Okay3,663.65

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.01

avg listing price — sweet spot $15–$100

Growth

Bad-8.8%

90-day search growth — must beat 0% to launch

Brand share

Bad95%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, face cream is a £941K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Feb. Verdict: Worth a look — 56/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

face cream market data

Units sold / yr: 125K–150K; avg 1,500–2,000/product
Revenue / yr: £1.0M–£1.2M; units × avg price
Conversion rate: 8.9%
Avg BSR: #100
Page quality: 0%
Prime: 100%
Sponsored: 72%
Out of stock: 1.3%
Avg brand age: 45 months
Avg seller age: 149 days

Competition & brand share

Clicks spread well past the top 5 (22% combined) — an open shelf where new products get seen.

Brands

10 falling

Sellers

404

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

22%

Top 20: 56%

Open market

Olay42%
NIVEA22%
L'Oreal Paris21%
medicube6%
OLAY TOT EFF MOISTURISER CRM5%
Bealions2%
Open — no brand owns it (4 brands, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.8% search growth over the last 90 days.

Peak months: Feb · busiest ÷ quietest = 1.8×

Open Trend

Top face cream search terms

olay267K/yr +19.1%5.6% conv.
nivea q1094K/yr -7.1%13.2% conv.
loreal face cream81K/yr +20.4%4.3% conv.
oil of olay93K/yr -12.5%12.3% conv.
anti wrinkle face cream87K/yr -18.0%5.1% conv.
anti aging face cream78K/yr -14.5%3.4% conv.
collagen face cream68K/yr -23.0%3.7% conv.
day cream67K/yr -11.5%6.5% conv.
olay moisturiser144K/yr -65.6%9.0% conv.
face cream for women over 6046K/yr +14.8%6.2% conv.

All search terms

Top face 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Olay Classics Beauty Fluid Regular 200ml

Olay£5.124.7★6,787 rev

Olay Total Effects 7-In-1 Anti-Ageing Moisturiser With Spf15 Niacinamide Vitamin C And E 50 Ml

OLAY TOT EFF MOISTURISER CRM£6.004.5★3,156 rev

LOréal Paris SPF50 Cream Revitalift Filler Deep Replumping Anti-Ageing UV Protection Moisturising Intensely Hydrates and Smooth Wrinkles with Macro Micro and Micro-Epidermic Hyaluronic Acid 50ml

L'Oreal Paris£10.814.5★2,636 rev

NIVEA Q10 Anti-Wrinkle Power SPF30 Firming Day Cream (50ml) Facial Moisturiser to Reduce Wrinkles Firming Cream to Nourish and Achieve Firmer Skin in 7 Days

NIVEA£5.474.6★16,770 rev

medicube Collagen Jelly Cream- Niacinamide & Freeze-Dried Hydrolyzed Collagen - Boosts skins barrier hydration and gives 24h Glow & Lifted Look - Korean skincare (1.69 Fl Oz)

medicube£9.674.3★31,187 rev

Newest

by launch date

Retinol Cream Anti Aging for Face: Wrinkle Cream for Face Neck with Collagen & Hyaluronic Acid - Reduces Wrinkles Fine Lines Lifting Facial Skin for Women Day & Night Care (50 ml)

Bealions£8.752,215 rev

3mo ago

Olay Vitamin C Brightening Body Lotion 24HR Moisturising Cream for Full Body Skin Care Evens Skin Tone with Vitamin C Vitamin B5 B3 Glycerin Smooth and Moisturised Skin No Greasy Residue 500ml

Olay£8.74399 rev

8mo ago

Olay Super Cream Refillable Face Moisturiser with SPF 30 UV Protection Olay Super Serum 5 Skin Benefits in 1 Moisturiser Ultra Lightweight Hydration Protects Against Sun Damage Instant Glow 50ml

Olay£14.90202 rev

8mo ago

medicube Collagen Jelly Cream- Niacinamide & Freeze-Dried Hydrolyzed Collagen - Boosts skins barrier hydration and gives 24h Glow & Lifted Look - Korean skincare (1.69 Fl Oz)

medicube£9.6731,187 rev

1y ago

medicube Triple Collagen Cream Hydrating & Firming Moisturiser With Hyaluronic Acid Premium Elastin Shea Butter Wrinkle Care 1.69 Oz Triple Collagen Cream

medicube£12.198,839 rev

3y ago

What buyers say about face cream

What buyers praise and complain about, mined from review topics.

What buyers love

Moist/Dry13%

“Excellent moisturiser”

Value For Money12%

“Excellent value”

Quality-Overall11%

“Excellent product as previously bought”

Soft Feel10%

“Leaves skin soft”

Suitability Combination Skin9%

“Great for sensitive skin”

Smell7%

“fragrance free”

Suitability Dry Skin5%

“Really good for sensitive dry skin”

Absorbency4%

“Easily absorbed”

Brightness/Shine/Glow3%

“gives a natural glow”

Texture/Consistency-Overall2%

“Excellent texture”

What buyers complain about

Allergies10%

“Skin reaction”

Moist/Dry8%

“Very dry”

Suitability Dry Skin7%

“drying on skin”

Adhesion/Stickiness5%

“Its still sticky”

Skin Health5%

“Burns skin”

Smell4%

“Do not like the smell”

Wrinkles4%

“didn't help my wrinkles”

Value For Money4%

“Expensive”

Functionality-Overall3%

“Not effective”

Thickness3%

“The cream is thick”

Top return reasons

Suitability Combination Skin10%

Quality-Overall9%

Advertised Vs Actual Product8%

Size-Overall7%

Value For Money7%

Ingredients-Overall5%

Functionality-Overall5%

Moist/Dry5%

Ease Of Use3%

Defective Material/Parts3%

Common questions

Is face cream profitable to sell on Amazon United Kingdom?: The niche generates £941K/yr across 68 tracked products. 6 of 7 products launched in the last 360 days are still selling. 90-day search growth is -8.8%. Flapen's verdict: Worth a look (56/100).
How competitive is the face cream niche?: 10 brands and 404 sellers compete. The top 5 products take 22% of clicks and top 5 brands hold 95% of demand.
What do buyers complain about in face cream?: Top complaints mined from reviews: Allergies, Moist/Dry, Suitability Dry Skin. The return rate is 0.0%.
When does demand for face cream peak?: Demand peaks in Feb; the busiest month runs 1.8× the quietest.
What does it cost to enter the face cream niche?: Listings span £2.12–£20.75; the average listing price is £8.01 (sweet spot $15–$100). The average incumbent carries 3,664 reviews — the moat a new listing must climb.