Is foaming cleanser profitable to sell on Amazon United Kingdom?

The niche generates £403K/yr across 7 tracked products. 90-day search growth is -1.2%. Flapen's verdict: Skip it (36/100).

How competitive is the foaming cleanser niche?

2 brands and 6 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in foaming cleanser?

Top complaints mined from reviews: Allergies, Value For Money, Moist/Dry. The return rate is 0.2%.

When does demand for foaming cleanser peak?

Demand peaks in Oct; the busiest month runs 1.9× the quietest.

What does it cost to enter the foaming cleanser niche?

Listings span £7.49–£14.65; the average listing price is £9.76 (sweet spot $15–$100). The average incumbent carries 45,574 reviews — the moat a new listing must climb.

foaming cleanser

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Great11.1%

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

Market size

Good£403K

£403K/yr · 374K searches

Avg price

Okay£9.76

avg listing price — sweet spot $15–$100

Growth

Bad-1.2%

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Competition

Bad94%

top-5 click share — a locked-up shelf

Review moat

Bad45,574

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£7.49–£14.65

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

According to Flapen's Amazon United Kingdom niche tracking, foaming cleanser is a £403K/yr Amazon United Kingdom market (374K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct. Verdict: Skip it — 36/100.

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

foaming cleanser market data

Units sold / yr: 40K–50K; avg 5,000–6,000/product
Revenue / yr: £390K–£488K; units × avg price
Conversion rate: 11.1%
Avg BSR: #34
Page quality: 0%
Prime: 86%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 70 months
Avg seller age: 149 days

Competition & brand share

The top 5 products capture 94% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

CeraVe96%
Curel4%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — -1.2% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 1.9×

Open Trend

Top foaming cleanser search terms

cerave foaming cleanser146K/yr +26.2%14.4% conv.
foaming cleanser41K/yr -10.0%3.3% conv.
foaming face wash34K/yr +3.8%1.4% conv.
cerave foaming facial cleanser23K/yr -9.7%10.4% conv.
foam cleanser17K/yr -18.2%0.9% conv.
e45 face wash14K/yr +3.7%0.1% conv.
cerave cleanser foaming14K/yr -12.6%12.7% conv.
curel face wash11K/yr +2.2%13.0% conv.
foam face wash11K/yr -10.2%0.9% conv.
cera ve foaming facial cleanser10K/yr -13.8%12.0% conv.

All search terms

Top foaming cleanser 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 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

CeraVe Foaming Cleanser with Niacinamide for Normal to Oily Skin 236ml

CeraVe£7.494.6★99,900 rev

CeraVe Foaming Cleanser with Niacinamide for Normal to Oily Skin 473ml

CeraVe£10.954.6★99,900 rev

CeraVe Foaming Cleanser Refill Face Wash for Normal to Oily Skin 236ml

CeraVe£10.494.8★1,484 rev

CeraVe Cream-to-Foam Cleanser with Amino Acids for Normal to Dry Skin 236ml

CeraVe£8.674.6★8,843 rev

Curél Foaming Facial Wash 150ml for Dry Sensitive Skin

Curel£7.504.6★1,778 rev

Newest

by launch date

CeraVe Foaming Cleanser Refill Face Wash for Normal to Oily Skin 236ml

CeraVe£10.491,484 rev

1y ago

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

CeraVe£8.6033,734 rev

3y ago

CeraVe Cream-to-Foam Cleanser with Amino Acids for Normal to Dry Skin 236ml

CeraVe£8.678,843 rev

5y ago

Curél Foaming Facial Wash 150ml for Dry Sensitive Skin

Curel£7.501,778 rev

6y ago

CeraVe Foaming Cleanser with Niacinamide for Normal to Oily Skin 236ml

CeraVe£7.4999,900 rev

8y ago

What buyers say about foaming cleanser

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

What buyers love

Cleansing19%

“Clean and fresh”

Quality-Overall15%

“Good quality, fast delivery, and works perfectly”

Suitability Combination Skin10%

“its a solid option for sensitive skin”

Value For Money9%

“Great value”

Soft Feel7%

“Gentle”

Moist/Dry6%

“Its beautifully moisturising”

Ease Of Cleaning6%

“Cleans really well”

Ease Of Use3%

“Easy to use”

Smell3%

“fragrance free product”

Suitability Dry Skin3%

“It doesn't dry out my skin”

What buyers complain about

Allergies18%

“My face became so red and itchy”

Value For Money13%

“Waste of money”

Moist/Dry8%

“it leaves the skin a little dry”

Skin Health8%

“just made my skin worse than it already was”

Smell6%

“slightly scented”

Suitability Dry Skin5%

“My regular cleanser dried my skin out too much”

Quality-Overall4%

“Poor quality”

Symptom Reduction3%

“No Improvement in Blemishes”

Thickness3%

“its more like a thick gel”

Functionality-Overall3%

“Didnt worker made by face break out more”

Top return reasons

Suitability Combination Skin12%

Functionality-Overall10%

Size-Overall9%

Value For Money9%

Defective Material/Parts8%

Moist/Dry7%

Quality-Overall6%

Advertised Vs Actual Product5%