---
title: "Fragrance Free Moisturiser — £409K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/fragrance-free-moisturiser"
last_updated: "2026-08-09T16:43:24.195Z"
locale: en
meta:
description: "Niche score 43/100 · £409K/yr market · 540K searches/yr · £5.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £409K/yr market · 540K searches/yr · £5.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Fragrance Free Moisturiser — £409K/yr Amazon UK Niche (2026) - Flapen"
---
# **fragrance free moisturiser**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 56Growth 42Conversion 97Competition 22Returns 100Price range 8Avg price 14Brand share 4Review moat 35Quality gap 24
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.5%**
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**
**Okay****2,972.94**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£5.21**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.93–£16.21**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '24Spike '25Prime Day '25Spike '26Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Sep, Oct · busiest ÷ quietest = 2.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/fragrance-free-moisturiser/trend)
## **Top fragrance free moisturiser search terms**
- **vaseline body lotion**238K/yr+27.8%10.6% conv. - **aloe vera moisturiser**65K/yr+39.1%9.3% conv. - **aloe vera cream**37K/yr+1.7%5.7% conv. - **vaseline intensive care body lotion**25K/yr+22.5%13.7% conv. - **vaseline moisturiser**26K/yr-0.9%14.5% conv. - **vaseline aloe vera**24K/yr+7.7%9.1% conv. - **vaseline intensive care**25K/yr-30.2%10.4% conv. - **vaseline lotion**21K/yr-13.3%7.2% conv. - **vaseline cream**12K/yr-11.1%9.3% conv. - **vaseline aloe soothe body lotion**6K/yr+8.9%12.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/fragrance-free-moisturiser/search-terms)
## **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.
0%10%£41K20%£82K30%£123K40%£163K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Vaseline Intensive Care Aloe Soothe Body Lotion 400 ml**Vaseline**£2.66**4.7★2,608 rev](https://www.amazon.co.uk/dp/B014G35AW4) [2**Vaseline Intensive Care Cocoa Radiant Body Lotion with ultra-hydrating lipids and pure cocoa butter for dry skin 200 ml**Vaseline**£1.93**4.6★2,471 rev](https://www.amazon.co.uk/dp/B08G998M7L) [3**Vaseline Intensive Care Essential Healing Body Lotion for 400 ml**Vaseline**£2.67**4.7★1,372 rev](https://www.amazon.co.uk/dp/B014G34RBO) [4**Vaseline Intensive Care Advanced Repair Body Lotion 400 ml**Vaseline**£2.89**4.7★5,567 rev](https://www.amazon.co.uk/dp/B00C7PQ212) [5**Vaseline Intensive Care Mature Skin Rejuvenation Body Lotion revitalises and firms with 48h moisture for maturing dry skin 400 ml**Dove**£3.12**4.7★1,869 rev](https://www.amazon.co.uk/dp/B07D77QMKD)
**~~View all top sellers →~~**
### **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**£6.97**374 rev1y ago](https://www.amazon.co.uk/dp/B0F5BFLLL8) [**Vaseline Expert Care Instant Dry Skin Rescue Body Lotion 400 ml**Vaseline**£3.87**358 rev4y ago](https://www.amazon.co.uk/dp/B095X438YJ) [**Vaseline Soothing Jelly No 3 250Ml Aloe Vera**Vaseline**£7.10**211 rev5y ago](https://www.amazon.co.uk/dp/B08WR9CJKH) [**Vaseline Intensive Care Cocoa Radiant Body Lotion with ultra-hydrating lipids and pure cocoa butter for dry skin 200 ml**Vaseline**£1.93**2,471 rev6y ago](https://www.amazon.co.uk/dp/B08G998M7L) [**Vaseline Intensive Care Mature Skin Rejuvenation Body Lotion revitalises and firms with 48h moisture for maturing dry skin 400 ml**Dove**£3.12**1,869 rev8y ago](https://www.amazon.co.uk/dp/B07D77QMKD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Aloe Pura Organic Aloe Vera Lotion Natural Vegetarian Cruelty Free Paraben & SLS Free Soothing Moisturising 200 ml**Aloe Pura**£4.88**4.5★**▲ 34%**](https://www.amazon.co.uk/dp/B0013G48VC) [**Vaseline Intensive Care Essential Healing Body Lotion for 400 ml**Vaseline**£2.67**4.7★**▲ 30%**](https://www.amazon.co.uk/dp/B014G34RBO) [**Aloe Pura Organic Aloe Vera Gel Natural Vegan Cruelty Free Paraben & SLS Free Cooling Soothing 100ml**Aloe Pura**£2.93**4.5★**▲ 18%**](https://www.amazon.co.uk/dp/B0013G89OY) [**Vaseline Intensive Care Aloe Soothe Body Lotion 400 ml**Vaseline**£2.66**4.7★**▲ 14%**](https://www.amazon.co.uk/dp/B014G35AW4) [**Tabaibaloe Premium Cream Face and Body Greenish white Aloe Vera 300 millilitre**Tabaibaloe**£6.50**4.6★**▲ 11%**](https://www.amazon.co.uk/dp/B016T8I8B4)
**~~View all trending →~~**
## **What buyers say about fragrance free moisturiser**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**17%
*“Excellent moisturiser”*
**Quality-Overall**16%
*“Excellent product”*
**Value For Money**13%
*“Excellent value”*
**Smell**12%
*“the scent is so beautiful”*
**Soft Feel**7%
*“Buttery Soft”*
**Suitability Dry Skin**6%
*“This really helped my issues with dry skin”*
**Advertised Vs Actual Product**4%
*“As described”*
**Absorbency**4%
*“quickly absorbed”*
**Suitability Combination Skin**3%
*“Cools and soothes the skin”*
**Ease Of Use**2%
*“Very easy to use”*
### **What buyers complain about **
**Smell**15%
*“Strange smell”*
**Allergies**12%
*“Irritation”*
**Moist/Dry**8%
*“Bit small and not too absorbent to moisturise skin”*
**Suitability Dry Skin**4%
*“Horrible dried my bloody skin out”*
**Leak-Proof**4%
*“this time the product arrived leaking”*
**Size-Overall**3%
*“small”*
**Ease Of Use**3%
*“Unfortunately, I am in the group of people who couldn't use it”*
**Product Condition**3%
*“Product was not new”*
**Adhesion/Stickiness**3%
*“doesnt feel sticky either it absorbs really well”*
**Skin Health**3%
*“My skin is burning still after washing my face several times”*
### **Top return reasons **
**Advertised Vs Actual Product**45%
**Leak-Proof**18%
**Compatibility-Overall**18%
**Size-Overall**9%
**Water Resistance**9%
## **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.
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