fragrance free deodorant
Skip itPrices mostly outside the sweet spot ($1.95–$14.50) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great11.8%search→purchase rate — share of searches ending in a sale
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay3,083.93avg incumbent reviews — the moat a new listing must climb
Market size
Okay£103K£103K/yr · 133K searches
Growth
Bad-1.0%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
Avg price
Bad£6.51avg listing price — sweet spot $15–$100
Price range
Bad£1.95–£14.50cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, fragrance free deodorant is a £103K/yr Amazon United Kingdom market (133K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in May. Verdict: Skip it — 44/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
fragrance free deodorant market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £98K–£130K
- units × avg price
- Conversion rate
- 11.8%
- Avg BSR
- #181
- Page quality
- 0%
- Prime
- 79%
- Sponsored
- 72%
- Out of stock
- 1.0%
- Avg brand age
- 87 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
8 flat
Sellers
124
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
53%
Top 20: 91%
Open market
3%
- Mitchum29%
- Mum28%
- Salt Of the Earth26%
- Revlon5%
- Triple Dry5%
- Epished4%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.0% search growth over the last 90 days.Peak months: May · busiest ÷ quietest = 2.2×
Top fragrance free deodorant search terms
- fragrance free deodorant20K/yr
- unscented deodorant20K/yr
- mum deodorant roll on19K/yr
- mitchum unscented deodorant10K/yr
- salt of the earth deodorant spray10K/yr
- mum deodorant7K/yr
- unscented antiperspirant7K/yr
- mitchum unscented7K/yr
- mitchum deodorant women unscented6K/yr
- mum roll on deodorant4K/yr
Top fragrance free deodorant 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mitchum Women Triple Odor Defense 48HR Protection Stick Deodorant & Anti-Perspirant Unscented 41g
Mitchum£2.844.4★1,848 rev
Mum Unperfumed Roll On Deodorant 48 Hours Plus Protection Alcohol Free Womens Mens Deodorant Anti-Perspirant Vegan Sustainable Glass Bottle Fragrance Free 50 ml Pack of 6
Mum£8.354.7★887 rev
Salt of the Earth - Natural Deodorant Roll On - Unscented - 100% Natural Origin Ingredients - Vegan - Suitable for Men Women & Kids - 75ml
Salt Of the Earth£3.954.3★12,534 rev
Mum Fresh Pink Rose Perfumed Roll On Deodorant 48 Hours Plus Protection Alcohol Free Womens Deodorant Anti-Perspirant Vegan Sustainable Glass Bottle Rose Fragrance 50 ml Pack of 6
Mum£9.724.7★1,069 rev
Salt of the Earth - Refillable Deodorant Spray - 100% Natural Origin Ingredients - Fragrance Free - Vegan - Smart Refillable Format - 100ml
Salt Of the Earth£3.964.3★12,914 rev
Newest
by launch date
Mum Fresh Pink Rose Roll On Deodorant 75ml +50% Extra Free | 48h Anti-Perspirant Protection Long Lasting Freshness Skin Friendly Daily Use for Women (Pack of 3)
Maarwa£9.159 rev
Mum Roll On Deodorant Pink Rose 75ml Pack of 6 | 50% Extra Free | Alcohol-Free Anti-Perspirant for Women and Men | Long-Lasting Odour Protection | Vegan Deodorant in Sustainable Glass Bottles
Epished£13.8057 rev
Mum Unperfumed Roll On Deodorant 50 ml Pack of 3 | 48hr Sweat & Odour Protection | Alcohol-Free Antiperspirant for Women & Men | Fragrance-Free | Vegan | 50% Extra | EPISHED guide included
Epished£8.5819 rev
Mum Sensitive Aloe Vera Roll On Deodorant 48 Hours Plus Protection Alcohol Free for Sensitive Skin Womens Mens Deodorant Anti-Perspirant Vegan Sustainable Glass Bottle 50 ml Pack of 6
Mum£8.2547 rev
Triple Dry Classic Anti-Perspirant Spray 150ml | Unfragrance-Free | Clinically Proven | Unisex | 100-Hour Protection Against Excessive Sweating | Fights Odour | Triple Active Formula
Triple Dry£4.8437 rev
Trending
90-day click momentumMum Fresh Pink Rose Roll On Deodorant 75ml +50% Extra Free | 48h Anti-Perspirant Protection Long Lasting Freshness Skin Friendly Daily Use for Women (Pack of 3)
Maarwa£9.154.8★
Mitchum Roll On Unperfumed 50ml (Pack Of 3)
Mitchum£7.774.1★
Mum Sensitive Aloe Vera Roll On Deodorant 48 Hours Plus Protection Alcohol Free for Sensitive Skin Womens Mens Deodorant Anti-Perspirant Vegan Sustainable Glass Bottle 50 ml Pack of 6
Mum£8.254.4★
Mum Unperfumed Roll On Deodorant 50 ml Pack of 3 | 48hr Sweat & Odour Protection | Alcohol-Free Antiperspirant for Women & Men | Fragrance-Free | Vegan | 50% Extra | EPISHED guide included
Epished£8.584.7★
Triple Dry Classic Anti-Perspirant Spray 150ml | Unfragrance-Free | Clinically Proven | Unisex | 100-Hour Protection Against Excessive Sweating | Fights Odour | Triple Active Formula
Triple Dry£4.844.4★
What buyers say about fragrance free deodorant
What buyers praise and complain about, mined from review topics.What buyers love
“fragrance free”
“high feedback on it”
“Good deal”
“Effective”
“item exactly as described”
“doesnt irritate my skin”
“lasts all day”
“It dries quickly”
“Easy to use”
“No stickiness, no clumping hair”
What buyers complain about
“Smells awful”
“They had previously been getting skin irritation”
“normal deodorant just doesn't work”
“Takes a while to dry”
“Does last 5 months”
“It is fairly pricey”
“Absolute load of rubbish”
“Could not be used”
“Does not do what it promises”
“and dirty”
Top return reasons
Common questions
- Is fragrance free deodorant profitable to sell on Amazon United Kingdom?
- The niche generates £103K/yr across 29 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -1.0%. Flapen's verdict: Skip it (44/100).
- How competitive is the fragrance free deodorant niche?
- 8 brands and 124 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in fragrance free deodorant?
- Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.0%.
- When does demand for fragrance free deodorant peak?
- Demand peaks in May; the busiest month runs 2.2× the quietest.
- What does it cost to enter the fragrance free deodorant niche?
- Listings span £1.95–£14.50; the average listing price is £6.51 (sweet spot $15–$100). The average incumbent carries 3,084 reviews — the moat a new listing must climb.