fragrance free moisturiser
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible14.5%search→purchase rate — share of searches ending in a sale
Market size
Good£409K£409K/yr · 540K searches
Growth
Okay+14.0%90-day search growth — must beat 0% to launch
Review moat
Okay2,972.94avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Competition
Bad73%top-5 click share — a locked-up shelf
Avg price
Bad£5.21avg listing price — sweet spot $15–$100
Price range
Bad£1.93–£16.21cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, fragrance free moisturiser is a £409K/yr Amazon United Kingdom market (540K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jul–Sep–Oct. Verdict: Skip it — 43/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
fragrance free moisturiser market data
- Units sold / yr
- 60K–80K
- avg 2,500–3,000/product
- Revenue / yr
- £313K–£417K
- units × avg price
- Conversion rate
- 14.5%
- Avg BSR
- #103
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 76%
- Out of stock
- 0.0%
- Avg brand age
- 61 months
- Avg seller age
- 152 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
159
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
0%
- Vaseline81%
- Dove5%
- Aloe Pura5%
- Tabaibaloe5%
- Garnier2%
- Instituto Español2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +14.0% search growth over the last 90 days.Peak months: Jul, Sep, Oct · busiest ÷ quietest = 2.6×
Top fragrance free moisturiser search terms
- vaseline body lotion238K/yr
- aloe vera moisturiser65K/yr
- aloe vera cream37K/yr
- vaseline intensive care body lotion25K/yr
- vaseline moisturiser26K/yr
- vaseline aloe vera24K/yr
- vaseline intensive care25K/yr
- vaseline lotion21K/yr
- vaseline cream12K/yr
- vaseline aloe soothe body lotion6K/yr
Top fragrance free moisturiser 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vaseline Intensive Care Aloe Soothe Body Lotion 400 ml
Vaseline£2.664.7★2,608 rev
Vaseline Intensive Care Cocoa Radiant Body Lotion with ultra-hydrating lipids and pure cocoa butter for dry skin 200 ml
Vaseline£1.934.6★2,471 rev
Vaseline Intensive Care Essential Healing Body Lotion for 400 ml
Vaseline£2.674.7★1,372 rev
Vaseline Intensive Care Advanced Repair Body Lotion 400 ml
Vaseline£2.894.7★5,567 rev
Vaseline Intensive Care Mature Skin Rejuvenation Body Lotion revitalises and firms with 48h moisture for maturing dry skin 400 ml
Dove£3.124.7★1,869 rev
Newest
by launch date
Vaseline Gluta-Hya Dewy Radiance Serum Burst Lotion Moisturiser Body Lotion with GlutaGlow Niacinamide Hyaluron & Antioxidants 10x Stronger Than Vitamin C* For Radiant Dewy Skin in 5 Days 200ml
Vaseline£6.97374 rev
Vaseline Expert Care Instant Dry Skin Rescue Body Lotion 400 ml
Vaseline£3.87358 rev
Vaseline Soothing Jelly No 3 250Ml Aloe Vera
Vaseline£7.10211 rev
Vaseline Intensive Care Cocoa Radiant Body Lotion with ultra-hydrating lipids and pure cocoa butter for dry skin 200 ml
Vaseline£1.932,471 rev
Vaseline Intensive Care Mature Skin Rejuvenation Body Lotion revitalises and firms with 48h moisture for maturing dry skin 400 ml
Dove£3.121,869 rev
Trending
90-day click momentum
Aloe Pura Organic Aloe Vera Lotion Natural Vegetarian Cruelty Free Paraben & SLS Free Soothing Moisturising 200 ml
Aloe Pura£4.884.5★
Vaseline Intensive Care Essential Healing Body Lotion for 400 ml
Vaseline£2.674.7★
Aloe Pura Organic Aloe Vera Gel Natural Vegan Cruelty Free Paraben & SLS Free Cooling Soothing 100ml
Aloe Pura£2.934.5★
Vaseline Intensive Care Aloe Soothe Body Lotion 400 ml
Vaseline£2.664.7★
Tabaibaloe Premium Cream Face and Body Greenish white Aloe Vera 300 millilitre
Tabaibaloe£6.504.6★
What buyers say about fragrance free moisturiser
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent moisturiser”
“Excellent product”
“Excellent value”
“the scent is so beautiful”
“Buttery Soft”
“This really helped my issues with dry skin”
“As described”
“quickly absorbed”
“Cools and soothes the skin”
“Very easy to use”
What buyers complain about
“Strange smell”
“Irritation”
“Bit small and not too absorbent to moisturise skin”
“Horrible dried my bloody skin out”
“this time the product arrived leaking”
“small”
“Unfortunately, I am in the group of people who couldn't use it”
“Product was not new”
“doesnt feel sticky either it absorbs really well”
“My skin is burning still after washing my face several times”
Top return reasons
Common questions
- Is fragrance free moisturiser profitable to sell on Amazon United Kingdom?
- The niche generates £409K/yr across 17 tracked products. 90-day search growth is +14.0%. Flapen's verdict: Skip it (43/100).
- How competitive is the fragrance free moisturiser niche?
- 6 brands and 159 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in fragrance free moisturiser?
- Top complaints mined from reviews: Smell, Allergies, Moist/Dry. The return rate is 0.0%.
- When does demand for fragrance free moisturiser peak?
- Demand peaks in Jul–Sep–Oct; the busiest month runs 2.6× the quietest.
- What does it cost to enter the fragrance free moisturiser niche?
- Listings span £1.93–£16.21; the average listing price is £5.21 (sweet spot $15–$100). The average incumbent carries 2,973 reviews — the moat a new listing must climb.