Is face wash profitable to sell on Amazon United Kingdom?

The niche generates £2.4M/yr across 40 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +8.5%. Flapen's verdict: Launch it (57/100).

How competitive is the face wash niche?

14 brands and 222 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in face wash?

Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.1%.

When does demand for face wash peak?

Demand peaks in Jun; the busiest month runs 1.6× the quietest.

What does it cost to enter the face wash niche?

Listings span £1.85–£18.82; the average listing price is £6.94 (sweet spot $15–$100). The average incumbent carries 13,292 reviews — the moat a new listing must climb.

face wash

Launch it

A $2.4M/yr market growing +8.5% this quarter with returns at 0.1% — clears our launch bar.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Incredible£2.4M

£2.4M/yr · 3.3M searches

Conversion

Great10.4%

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

Competition

Good48%

top-5 click share — leaders hold, buyers still browse

Growth

Okay+8.5%

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

Brand share

Okay84%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Price range

Bad£1.85–£18.82

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

Review moat

Bad13,292.4

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£6.94

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, face wash is a £2.4M/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Jun. Verdict: Launch it — 57/100.

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

face wash market data

Units sold / yr: 300K–400K; avg 6,000–8,000/product
Revenue / yr: £2.1M–£2.8M; units × avg price
Conversion rate: 10.4%
Avg BSR: #25
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 0.8%
Avg brand age: 61 months
Avg seller age: 148 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 falling

Sellers

222

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

48%

Top 20: 80%

Open market

13%

CeraVe42%
Simple19%
La Roche-Posay10%
Neutrogena8%
NIVEA4%
Aveeno3%
Open — no brand owns it (8 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +8.5% search growth over the last 90 days.

Peak months: Jun · busiest ÷ quietest = 1.6×

Open Trend

Top face wash search terms

face wash1.0M/yr +8.7%6.8% conv.
cerave hydrating cleanser347K/yr +40.2%14.1% conv.
cleanser347K/yr -6.1%4.7% conv.
simple face wash305K/yr +14.4%13.1% conv.
face cleanser250K/yr -0.2%5.1% conv.
simple222K/yr -1.0%2.2% conv.
la roche posay cleanser138K/yr +12.8%7.4% conv.
face wash women125K/yr +9.7%7.4% conv.
neutrogena face wash108K/yr +6.7%10.8% conv.
facial cleanser95K/yr -8.5%4.6% conv.

All search terms

Top face wash 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

CeraVe Hydrating Cleanser with Hyaluronic Acid for Normal to Dry Skin 473ml

CeraVe£10.974.6★56,740 rev

Simple Kind to Skin Facial Wash Moisturising 150 ml

Simple£1.864.7★1,807 rev

CeraVe Hydrating Cleanser for Normal to Dry Skin with Hyaluronic Acid 236ml

CeraVe£7.464.6★56,740 rev

La Roche Posay Effaclar Purifying Foaming Gel for oily sensitive skin 400ml

La Roche-Posay£14.084.6★47,525 rev

CeraVe Blemish Control Cleanser for Blemish-Prone Oily Skin 236ml

CeraVe£8.604.6★33,734 rev

Newest

by launch date

medicube Zero Pore Clear Blue Capsule Facial Deep Cleanser for Skin Texture Blackhead & Pore Care | AHA BHA & PHA for Double Cleansing Daily Gentle Face Wash Korean Skincare | 120g

medicube£10.053,018 rev

10mo ago

Simple Age Resist+ Facial Cleanser with hydrating actives green tea and mushroom daily face wash deeply cleanses for revitalised soft skin 240 ml

Simple£4.95129 rev

1y ago

CeraVe Hydrating Cleanser Refill Face Wash for Normal to Dry Skin 473ml

CeraVe£10.20845 rev

1y ago

The Ordinary Glucoside Foaming Cleanser Gentle Foaming Face Wash for All Skin Types Including Sensitive Skin 150ml

The Ordinary£8.663,372 rev

2y ago

Beauty of Joseon Green Plum Refreshing Cleanser (100ml 3.38 fl.oz.)

Beauty of Joseon£8.486,143 rev

2y ago

What buyers say about face wash

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

What buyers love

Cleansing16%

“Clean and fresh”

Quality-Overall13%

“Good quality product, works as described and arrived promptly”

Value For Money11%

“Good price”

Suitability Combination Skin9%

“Great for my skin”

Soft Feel9%

“Leaves skin soft”

Moist/Dry6%

“Moisturizes well”

Ease Of Cleaning6%

“Cleans well”

Suitability Dry Skin4%

“Doesnt dry my skin out”

Smell4%

“Mild fragrance”

Advertised Vs Actual Product3%

“It s arrived as described”

What buyers complain about

Allergies13%

“Allergic reaction”

Moist/Dry7%

“not super moisturising”

Smell7%

“slightly scented”

Skin Health6%

“Not good for my skin didnt help”

Value For Money5%

“Waste of money”

Suitability Dry Skin5%

“Made my skin dry”

Quality-Overall3%

“Cheap and nasty”

Ease Of Cleaning3%

“Worse cleanser ever”

Functionality-Overall3%

“it just wasnt effective”

Sensitivity-Overall3%

“Stings the eyes”

Top return reasons

Size-Overall12%

Functionality-Overall9%

Suitability Combination Skin9%

Value For Money9%

Advertised Vs Actual Product7%