Is foaming face wash profitable to sell on Amazon United Kingdom?

The niche generates £34K/yr across 10 tracked products. 90-day search growth is +0.7%. Flapen's verdict: Skip it (35/100).

How competitive is the foaming face wash niche?

4 brands and 71 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in foaming face wash?

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

When does demand for foaming face wash peak?

Demand peaks in Feb–Sep; the busiest month runs 2.1× the quietest.

What does it cost to enter the foaming face wash niche?

Listings span £4.14–£8.66; the average listing price is £5.74 (sweet spot $15–$100). The average incumbent carries 1,982 reviews — the moat a new listing must climb.

foaming face wash

Skip it

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

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible12.8%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,982.1

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+0.7%

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

Avg price

Bad£5.74

avg listing price — sweet spot $15–$100

Competition

Bad83%

top-5 click share — a locked-up shelf

Market size

Bad£34K

£34K/yr · 47K searches

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£4.14–£8.66

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

According to Flapen's Amazon United Kingdom niche tracking, foaming face wash is a £34K/yr Amazon United Kingdom market (47K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Sep. Verdict: Skip it — 35/100.

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

foaming face wash market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: £34K–£46K; units × avg price
Conversion rate: 12.8%
Avg BSR: #156
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 69 months
Avg seller age: 148 days

Competition & brand share

The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

Sukin73%
Dr. Organic21%
The Ordinary3%
Aveeno3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.7% search growth over the last 90 days.

Peak months: Feb, Sep · busiest ÷ quietest = 2.1×

Open Trend

Top foaming face wash search terms

sukin face wash17K/yr -4.7%16.0% conv.
natural face wash13K/yr +13.3%5.1% conv.
organic face wash12K/yr +1.1%5.3% conv.
sukin cleanser5K/yr -12.9%16.2% conv.

All search terms

Top foaming 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 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Sukin Signature Foaming Facial Cleanser 125ml - with Witch Hazel & Green Tea; cruelty free & vegan friendly - gently cleanses skin removes make-up dirt build-up and sebum.

Sukin£5.674.5★3,597 rev

Sukin Signature Cream Cleanser 125ml - with Rosehip Avocado & Sesame Oils; cruelty free & vegan friendly - removes make-up oil and dirt build up on the skin.

Sukin£5.834.5★1,538 rev

Dr Organic Manuka Honey Face Wash Cleansing Dry Skin Mens Womens Natural Vegetarian Cruelty-Free Paraben & SLS-Free Recycled & Recyclable Organic 150ml Packaging may vary

Dr. Organic£4.734.4★357 rev

Sukin Blemish Control Clarifying Facial Cleansing Wash 125ml - with salicylic acid; cruelty free & vegan friendly.- removes dirt make-up & environmental pollutants whilst purifying the skin.

Sukin£7.624.5★3,597 rev

Dr Organic Tea Tree Face Wash Cleansing Purifying Mens Womens Oily Skin Natural Vegan Cruelty-Free Paraben & SLS-Free Organic Recycled & Recyclable Organic 200ml Packaging may vary

Dr. Organic£4.814.3★588 rev

Newest

by launch date

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

AVEENO Face CALM+RESTORE Nourishing Oat Cleanser (1x 200ml) Non-Foaming Face Care Gentle Cleanser with Prebiotic Oat and Calming Feverfew Helps Preserve Skins Barrier For Sensitive Skin

Aveeno£4.905,171 rev

4y ago

Sukin Blemish Control Clarifying Facial Cleansing Wash 125ml - with salicylic acid; cruelty free & vegan friendly.- removes dirt make-up & environmental pollutants whilst purifying the skin.

Sukin£7.623,597 rev

7y ago

Dr Organic Skin Clear Face Wash Cleansing For Acne & Clear Skin Salicylic Acid Oily Problem Skin Natural Vegan Cruelty-Free Paraben & SLS-Free Recycled & Recyclable Organic 125ml

Dr. Organic£4.14618 rev

8y ago

Dr Organic Manuka Honey Face Wash Cleansing Dry Skin Mens Womens Natural Vegetarian Cruelty-Free Paraben & SLS-Free Recycled & Recyclable Organic 150ml Packaging may vary

Dr. Organic£4.73357 rev

9y ago

What buyers say about foaming face wash

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

What buyers love

Cleansing18%

“Gentle, effective cleanser”

Soft Feel17%

“it has a soft”

Quality-Overall9%

“Great Product”

Smell9%

“Neutral smell”

Suitability Combination Skin9%

“Great for sensitive skin”

Moist/Dry7%

“Does not dry out skin”

Value For Money5%

“Price is good”

Ease Of Cleaning5%

“cleans face well”

Suitability Dry Skin4%

“Great for normal-dry skin”

Allergies4%

“works well no irritation”

What buyers complain about

Allergies13%

“Allergic reaction”

Smell13%

“do find the scent a bit too strong”

Suitability Dry Skin7%

“I think it's too strong for dry skin”

Skin Health7%

“Every time I tried to use it burnt my face afterwards”

Sensitivity-Overall7%

“Well I certainly got that because its so mild it doesnt even feel like its doing anything”

Ease Of Cleaning5%

“Worse cleanser ever”

Moist/Dry4%

“Doesn't seem to moisturise when using”

Quality-Overall4%

“Poor quality”

Texture/Consistency-Overall3%

“the consistency and low foam might not suit everyone”

Durability3%

“sadly it broke me out”

Common questions

Is foaming face wash profitable to sell on Amazon United Kingdom?: The niche generates £34K/yr across 10 tracked products. 90-day search growth is +0.7%. Flapen's verdict: Skip it (35/100).
How competitive is the foaming face wash niche?: 4 brands and 71 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in foaming face wash?: Top complaints mined from reviews: Allergies, Smell, Suitability Dry Skin. The return rate is 0.1%.
When does demand for foaming face wash peak?: Demand peaks in Feb–Sep; the busiest month runs 2.1× the quietest.
What does it cost to enter the foaming face wash niche?: Listings span £4.14–£8.66; the average listing price is £5.74 (sweet spot $15–$100). The average incumbent carries 1,982 reviews — the moat a new listing must climb.