---
title: "Face Cream — £941K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/face-cream"
last_updated: "2026-08-09T17:19:17.574Z"
locale: en
meta:
description: "Niche score 56/100 · £941K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £941K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Face Cream — £941K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 77Growth 21Conversion 83Competition 93Returns 100Price range 31Avg price 22Brand share 12Review moat 28Quality gap 37
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Great****22%**
top-5 click share — an open shelf
**Conversion**
**Great****8.9%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£941K**
£941K/yr · 1.3M searches
**Quality gap**
**Okay****4.5★**
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**
**Okay****3,663.65**
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**
**Bad****95%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**3%**
- 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.
90K70KSpike '24Holiday '24Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/face-cream/trend)
## **Top face cream search terms**
- **olay**267K/yr+19.1%5.6% conv. - **nivea q10**94K/yr-7.1%13.2% conv. - **loreal face cream**81K/yr+20.4%4.3% conv. - **oil of olay**93K/yr-12.5%12.3% conv. - **anti wrinkle face cream**87K/yr-18.0%5.1% conv. - **anti aging face cream**78K/yr-14.5%3.4% conv. - **collagen face cream**68K/yr-23.0%3.7% conv. - **day cream**67K/yr-11.5%6.5% conv. - **olay moisturiser**144K/yr-65.6%9.0% conv. - **face cream for women over 60**46K/yr+14.8%6.2% conv. [**All search terms **](https://flapen.com/research/uk/beauty/face-cream/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.
0%2%£19K4%£38K6%£56K8%£75K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Olay Classics Beauty Fluid Regular 200ml**Olay**£5.12**4.7★6,787 rev](https://www.amazon.co.uk/dp/B000T994QI) [2**Olay Total Effects 7-In-1 Anti-Ageing Moisturiser With Spf15 Niacinamide Vitamin C And E 50 Ml**OLAY TOT EFF MOISTURISER CRM**£6.00**4.5★3,156 rev](https://www.amazon.co.uk/dp/B000PQDMYU) [3**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**£10.81**4.5★2,636 rev](https://www.amazon.co.uk/dp/B08XXRR15D) [4**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**£5.47**4.6★16,770 rev](https://www.amazon.co.uk/dp/B07GS9TRF5) [5**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**£9.67**4.3★31,187 rev](https://www.amazon.co.uk/dp/B0DGPSZVW3)
**~~View all top sellers →~~**
### **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**£8.75**2,215 rev3mo ago](https://www.amazon.co.uk/dp/B0GV31BT2C) [**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**£8.74**399 rev8mo ago](https://www.amazon.co.uk/dp/B0FZ9Q5BPQ) [**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**£14.90**202 rev8mo ago](https://www.amazon.co.uk/dp/B0FYJ5MJY1) [**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**£9.67**31,187 rev1y ago](https://www.amazon.co.uk/dp/B0DGPSZVW3) [**medicube Triple Collagen Cream Hydrating & Firming Moisturiser With Hyaluronic Acid Premium Elastin Shea Butter Wrinkle Care 1.69 Oz Triple Collagen Cream**medicube**£12.19**8,839 rev3y ago](https://www.amazon.co.uk/dp/B0BPXT3GBN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£8.75**4.4★**▲ 323%**](https://www.amazon.co.uk/dp/B0GV31BT2C) [**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**£9.67**4.3★**▲ 144%**](https://www.amazon.co.uk/dp/B0DGPSZVW3) [**medicube Triple Collagen Cream Hydrating & Firming Moisturiser With Hyaluronic Acid Premium Elastin Shea Butter Wrinkle Care 1.69 Oz Triple Collagen Cream**medicube**£12.19**4.6★**▲ 110%**](https://www.amazon.co.uk/dp/B0BPXT3GBN) [**NIVEA Q10 Anti-Wrinkle 60+ Extra Nourishing Day Cream SPF15 (50ml) Deeply Restoring Anti Wrinkle Face Cream for Intense Hydration Reduces Wrinkles and Firms Skin Dry Skin Face Moisturiser**NIVEA**£6.02**4.6★**▲ 95%**](https://www.amazon.co.uk/dp/B08196R9MW) [**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**£8.74**4.6★**▲ 89%**](https://www.amazon.co.uk/dp/B0FZ9Q5BPQ)
**~~View all trending →~~**
## **What buyers say about face cream**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**13%
*“Excellent moisturiser”*
**Value For Money**12%
*“Excellent value”*
**Quality-Overall**11%
*“Excellent product as previously bought”*
**Soft Feel**10%
*“Leaves skin soft”*
**Suitability Combination Skin**9%
*“Great for sensitive skin”*
**Smell**7%
*“fragrance free”*
**Suitability Dry Skin**5%
*“Really good for sensitive dry skin”*
**Absorbency**4%
*“Easily absorbed”*
**Brightness/Shine/Glow**3%
*“gives a natural glow”*
**Texture/Consistency-Overall**2%
*“Excellent texture”*
### **What buyers complain about **
**Allergies**10%
*“Skin reaction”*
**Moist/Dry**8%
*“Very dry”*
**Suitability Dry Skin**7%
*“drying on skin”*
**Adhesion/Stickiness**5%
*“Its still sticky”*
**Skin Health**5%
*“Burns skin”*
**Smell**4%
*“Do not like the smell”*
**Wrinkles**4%
*“didn't help my wrinkles”*
**Value For Money**4%
*“Expensive”*
**Functionality-Overall**3%
*“Not effective”*
**Thickness**3%
*“The cream is thick”*
### **Top return reasons **
**Suitability Combination Skin**10%
**Quality-Overall**9%
**Advertised Vs Actual Product**8%
**Size-Overall**7%
**Value For Money**7%
**Ingredients-Overall**5%
**Functionality-Overall**5%
**Moist/Dry**5%
**Ease Of Use**3%
**Defective Material/Parts**3%
## **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.
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