face oil
Skip itSoft demand (-22.7% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Brand share
Great58%top-5 brand share — no brand owns this niche
Price range
Good£3.96–£35.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good5.5%search→purchase rate — share of searches ending in a sale
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Avg price
Okay£10.57avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£134K£134K/yr · 229K searches
Review moat
Bad15,340.91avg incumbent reviews — the moat a new listing must climb
Growth
Bad-22.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, face oil is a £134K/yr Amazon United Kingdom market (229K searches/yr). The top 5 brands hold 58% of demand. Demand peaks in Feb. Verdict: Skip it — 47/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
face oil market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £132K–£159K
- units × avg price
- Conversion rate
- 5.5%
- Avg BSR
- #152
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 87%
- Out of stock
- 4.1%
- Avg brand age
- 51 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
21 falling
Sellers
135
Top-5 brand share
58%
Top 20: 99%
Top-5 click share
55%
Top 20: 96%
Open market
36%
- The Ordinary20%
- Palmer's13%
- BYOMA11%
- Revolution Pro8%
- UPCIRCLE7%
- Q+A6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.7% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 1.7×
Top face oil search terms
- face oil109K/yr
- facial oil40K/yr
- face oils for women38K/yr
- facial oils for women14K/yr
- face oil anti-ageing7K/yr
- facial oil for mature skin4K/yr
- oil for face3K/yr
- face oil for dry skin4K/yr
- organic face oil3K/yr
- face oils3K/yr
Top face 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Ordinary 100% Organic Cold-Pressed Rose Hip Seed Oil Addresses Signs of Aging by Improving the Appearance of Uneven Skin Tone Supporting Skin Elasticity 30ml
The Ordinary£7.474.6★6,177 rev
Palmers Coconut Monoi Luminous Hydration Facial Oil (30ml)
Palmer's£7.594.7★4,437 rev
BYOMA Hydrating Recovery Oil (30ml) Nourishes Brightens and Balances Skin without Clogging Pores - Barrier Repair Facial Oil
BYOMA£8.114.5★2,166 rev
Revolution Pro Miracle Oil Nourishing and Plumping Face Oil Smoothing Infused with Botanical Collagen 30ml
Revolution Pro£6.374.2★1,718 rev
UpCircle Organic Face Oil With Coffee Rosehip + Jojoba 30ml - Natural Hydrating Facial Oil - Vitamin C Rosehip Oil Fades Dark Spots + Sea Buckthorn Keeps Skin Supple - Vegan + Cruelty-Free
UPCIRCLE£10.564.4★1,625 rev
Newest
by launch date
PraNaturals Pure Cold-Pressed Rosehip Oil 50ml Anti-Ageing Facial Oil for Face Scars & Dark Spots Natural Retinol with Vitamin C & E Vegan & Cruelty-Free Sourced from France
PraNaturals£7.216,176 rev
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.3117,715 rev
Balance Active Formula Rose Nourishing Oil 30 ml. Facial Oils for Women | Deeply Moisturises & Strengthens Skin Barrier Fast-Absorbing Face Oil
Balance Active Formula£3.9649 rev
Rose and Vitamin E Oil for Face With Rose Petal Flower - Natural Anti-aging Scars and Stretch Mark Treatment Gua Sha Face and Body Massage for Dry Skin Scalp and Nail - 60ml
RoongDuuDll£6.24244 rev
Rose Vitamin E Face & Body Oil - 100% Natural Moisturize Reduce Wrinkles Diminish Scars and Stretch Marks Enhances Skin Elasticity Rose Vitamin E Oil Organic for Face Body Massage Oil
Generic£5.8696 rev
Trending
90-day click momentumPraNaturals Pure Cold-Pressed Rosehip Oil 50ml Anti-Ageing Facial Oil for Face Scars & Dark Spots Natural Retinol with Vitamin C & E Vegan & Cruelty-Free Sourced from France
PraNaturals£7.214.6★
The Ordinary 100% Organic Cold-Pressed Moroccan Argan Oil Nourishing and Hydrating Treatment for Skin & Hair 30ml
The Ordinary£5.844.6★
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.314.5★
Rose Vitamin E Face & Body Oil - 100% Natural Moisturize Reduce Wrinkles Diminish Scars and Stretch Marks Enhances Skin Elasticity Rose Vitamin E Oil Organic for Face Body Massage Oil
Generic£5.864.6★
MAJESTIC PURE Vitamin E Oil - 236 ml - 100% pure & cold-pressed 20 000 IU Non-GMO Skin Scar Face Hair & Body Care Oil
Majestic Pure£11.124.6★
What buyers say about face oil
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Good for my skin”
“Hydrates skin”
“Feels smooth”
“Worth it”
“Of a good moisturising effect for normal to dry skin”
“Gives your face a natural glow”
“Beautiful fragrance”
“Easily absorbed”
“As advertised”
What buyers complain about
“Skin Irritation”
“overpowering scent”
“Burnt my skin”
“high price point”
“It is greasy”
“I feel that this adds no moisture to my skin at all”
“Didn't hydrate as well”
“again kinda sticky”
“False advertising”
“zero results”
Top return reasons
Common questions
- Is face oil profitable to sell on Amazon United Kingdom?
- The niche generates £134K/yr across 23 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -22.7%. Flapen's verdict: Skip it (47/100).
- How competitive is the face oil niche?
- 21 brands and 135 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 58% of demand.
- What do buyers complain about in face oil?
- Top complaints mined from reviews: Allergies, Smell, Skin Health. The return rate is 0.1%.
- When does demand for face oil peak?
- Demand peaks in Feb; the busiest month runs 1.7× the quietest.
- What does it cost to enter the face oil niche?
- Listings span £3.96–£35.69; the average listing price is £10.57 (sweet spot $15–$100). The average incumbent carries 15,341 reviews — the moat a new listing must climb.