---
title: "Florida Water — £73K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/florida-water"
last_updated: "2026-08-10T01:55:42.431Z"
locale: en
meta:
description: "Niche score 42/100 · £73K/yr market · 60K searches/yr · £12.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £73K/yr market · 60K searches/yr · £12.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Florida Water — £73K/yr Amazon UK Niche (2026) - Flapen"
---
# **florida water**
**Skip it**
A small market ($73K/yr) — this niche doesn't clear our bar today.
Market size 18Growth 24Conversion 85Competition 21Returns 99Price range 41Avg price 56Brand share 25Review moat 92Quality gap 21
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****164.31**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Great****9.6%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Good****£12.67**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****£5.05–£22.05**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****90%**
top-5 brand share — brands hold most of the demand
**Growth**
**Bad****-2.8%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Market size**
**Bad****£73K**
£73K/yr · 60K searches
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
According to Flapen's Amazon United Kingdom niche tracking, florida water is a £73K/yr Amazon United Kingdom market (60K searches/yr). The top 5 brands hold 90% of demand. Verdict: Skip it — 42/100.
Data updated Jul 20, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **florida water market data**
- **Units sold / yr**
- **5K–6K**
- avg 250–500/product
- **Revenue / yr**
- **£63K–£76K**
- units × avg price
- **Conversion rate**
- **9.6%**
- **Avg BSR**
- **#311**
- **Page quality**
- **0%**
- **Prime**
- **77%**
- **Sponsored**
- **69%**
- **Out of stock**
- **1.2%**
- **Avg brand age**
- **70 months**
- **Avg seller age**
- **177 days**
## **Competition & brand share**
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**8 **—flat
**Sellers**
**40**
**Top-5 brand share**
**90%**
Top 20: 100%
**Top-5 click share**
**75%**
Top 20: 100%
**Open market**
**6%**
- Murray & Lanman41% - Jiri & Friends29% - AGUA DE FLORIDA7% - Generic7% - MUT226% - Florida Water4% - Open — no brand owns it (2 brands, 6%)
## **Demand & seasonality**
Weekly Amazon search volume, last 88 weeks — -2.8% search growth over the last 90 days.
2K1KSpike '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/florida-water/trend)
## **Top florida water search terms**
- **florida water**39K/yr-2.4%7.8% conv. - **florida water spiritual cleansing**15K/yr-5.0%8.9% conv. - **agua de florida**7K/yr-0.7%9.0% conv. [**All search terms **](https://flapen.com/research/uk/beauty/florida-water/search-terms)
## **Top florida water 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%10%£7K20%£15K30%£22K40%£29K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Murray & Lanman Florida Water Cologne 7.5oz - Agua Florida Colonia (Pack of 1)**Murray & Lanman**£6.06**4.7★160 rev](https://www.amazon.co.uk/dp/B002AOGB48) [2**Agua de Florida 270ml originally from Peru Jiri & Friends Purifying Spiritual Water | Florida Water promotes relaxation - shamans cleansing spirit water**Jiri & Friends**£12.25**4.7★850 rev](https://www.amazon.co.uk/dp/B0BPDC5WDG) [3**Agua florida cologne 16oz/472 ml (plastic)**AGUA DE FLORIDA**£9.69**4.5★98 rev](https://www.amazon.co.uk/dp/B00CZCVF78) [4**Florida Water (Plastic Bottle) 7.5 Oz(Pack Of 6)**Murray & Lanman**£22.05**4.6★117 rev](https://www.amazon.co.uk/dp/B006QSPWNA) [5**Jiri & Friends 1 Pack Palo Santo Sticks (25 gram) Natural Incense and Agua de Florida | Florida Water 270 ml - Sjaman Cleansing Spirit Water | 100% Natural**Jiri & Friends**£13.81**4.6★322 rev](https://www.amazon.co.uk/dp/B0BQMLB8FC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**4xFlorida Water Murray & Lanman Cologne 7.5 oz (221 ml)**Generic**£18.31**3 rev7mo ago](https://www.amazon.co.uk/dp/B0G4J1FQQK) [**Florida Water (Benjamins) 240ml**Generic**£5.05**1 rev10mo ago](https://www.amazon.co.uk/dp/B0FP2DYPQF) [**MUT22 Florida Peru Water 100% Original - 2 Bottles of 270 ML for Spiritual Cleansing and Protection**MUT22**£16.83**80 rev1y ago](https://www.amazon.co.uk/dp/B0FDL9QKZD) [**Florida Water Murray & Lanman Cologne Spray 12oz (354ml) New**ETERNAL BEAUTY**£10.53**28 rev1y ago](https://www.amazon.co.uk/dp/B0DT4R1B7N) [**MUT22 2 Florida Water from Peru 100% Original and 6 Palo Santo - Complete Spiritual Cleansing Set**MUT22**£18.89**49 rev1y ago](https://www.amazon.co.uk/dp/B0CSZD1GVG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**4xFlorida Water Murray & Lanman Cologne 7.5 oz (221 ml)**Generic**£18.31**5.0★**▲ 128%**](https://www.amazon.co.uk/dp/B0G4J1FQQK) [**Florida Water (Benjamins) 240ml**Generic**£5.05**5.0★**▲ 106%**](https://www.amazon.co.uk/dp/B0FP2DYPQF) [**MUT22 2 Florida Water from Peru 100% Original and 6 Palo Santo - Complete Spiritual Cleansing Set**MUT22**£18.89**4.7★**▲ 91%**](https://www.amazon.co.uk/dp/B0CSZD1GVG) [**Jiri & Friends 1 Pack Florida Water Cologne 270ml + Soap 3.35Onz. Room Fragrance (Agua de Florida + Soap) promotes relaxation and has a soothing effect - shamans cleansing spirit water**Jiri & Friends**£17.34**4.6★**▲ 29%**](https://www.amazon.co.uk/dp/B0BQN1NX4W) [**MUT22 Florida Peru Water 100% Original - 2 Bottles of 270 ML for Spiritual Cleansing and Protection**MUT22**£16.83**4.6★**▲ 22%**](https://www.amazon.co.uk/dp/B0FDL9QKZD)
**~~View all trending →~~**
## **What buyers say about florida water**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**49%
*“Beautiful fragrance”*
**Quality-Overall**19%
*“what a lovely seller”*
**Value For Money**17%
*“Amazing product - well worth investing in”*
**Suitability Straight Hair**4%
*“Nice especially after a haircut”*
**Ease Of Cleaning**3%
*“Use in all my cleaning regimes and highly recommend”*
**Ease Of Use**2%
*“Has a lot of useful things you can do with it”*
**Advertised Vs Actual Product**2%
*“It did the job”*
**Size-Overall**1%
*“this fits my routine perfectly”*
**Cleansing**1%
*“Its uplifting and fresh and I feel so clean after using”*
### **Top return reasons **
**Leak-Proof**50%
**Smell**25%
**Natural Ingredients**13%
**Functionality-Overall**13%
## **Common questions**
- **Is florida water profitable to sell on Amazon United Kingdom?**
- The niche generates £73K/yr across 13 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.8%. Flapen's verdict: Skip it (42/100).
- **How competitive is the florida water niche?**
- 8 brands and 40 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 90% of demand.
- **When does demand for florida water peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the florida water niche?**
- Listings span £5.05–£22.05; the average listing price is £12.67 (sweet spot $15–$100). The average incumbent carries 164 reviews — the moat a new listing must climb.
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