Gradual Tan
MaybeAn estimated 0.0% of orders come back. But prices span $3.36–$13.93, mostly outside the sweet spot, so Gradual Tan is a Maybe.
- Flapen Score
- 54 / 100Top 19% of 2,481 Beauty niches · +7 vs the category median of 4754
- Market size
- £576K/yr1.1M searches / yr
- 90-day growth
- +141.0%search demand this quarter
- Competition
- 71%top-5 click share · 8 brands · 145 sellers
Flapen Score
Gradual Tan against its category
The dotted line is the Beauty average. Past it, Gradual Tan is stronger. Inside it, weaker.
Market
The Gradual Tan market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Gradual Tan 1.1M times last year and spent an estimated £576K. The top 5 brands take 94% of clicks. Demand peaks in Apr–May–Jun–Jul. Flapen scores it 54 out of 100, a Maybe.
01 · Demand
An estimated 7.4% of those searches ended in a purchase.
Shoppers searched for this 1.1M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 7.4% of those searches ended in a purchase. Searches in the last 90 days moved +141.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £576K a year.
- Searches, last 12 months
- 1.1M
- Growth, 90 days vs prior 90
- +141.0%
- Conversion, latest week
- 7.4%
- Market size, estimated
- £576Ka year
- Peak month
- May4.8× the quietest month
- Top search term
- dove tanning moisturiser197K searches a year
02 · Price
A sale here is worth £7.32.
Listings sell for £7.32 on average, from £3.36 to £13.93. Amazon reports units sold in ranges. This niche sold 125K to 150K a year. The average listing sells 8,000 to 10,000 of them. At £7.32 that is £59K to £73K a year per listing.
- Average price
- £7.32under the $15 to $100 sweet spot
- Price range
- £3.36–£13.93
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 125K–150K
- Units per listing a year
- 8,000–10,000
- Revenue per listing a year
- £59K–£73K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
76% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #71 within Body. It carries 4,706 reviews at 4.45 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 94%
- Out of stock, average day
- 0.0%
- Average rank
- #71in Body
- Average rating
- 4.45 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 4,706per listing
- Listings tracked
- 17
04 · Newcomers
Brands here are settling in.
The brands on the shelf have sold for 50 months on average, so the names here are settling in.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 50 months
Products
Top Gradual Tan products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 21, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Dove Light to Medium Self Tan Lotion 1 Gradual Tan Lotion For Sun-Kissed Skin Tanning Lotion For All Skin Types 200 ml
- Price
- £3.56
- Rating
- 4.5/5
- Reviews
- 18,170
- Age
- 10y ago

Dove Summer Revived Medium to Dark Gradual Tanning Lotion for a gradual tan and natural radiant glow nongreasy self-tan for all skin types 200 ml
- Price
- £3.36
- Rating
- 4.5/5
- Reviews
- 4,179
- Age
- 3y ago

Garnier Summer Body Gradual Tan Moisturiser Deep For A Radiant Sun Kissed Glow Suitable For Face & Body 24 Hour Hydration & A Natural Even Tan Fast Absorption Vegan Formula 400ml
- Price
- £5.04
- Rating
- 4.5/5
- Reviews
- 12,081
- Age
- 17y ago

Bondi Sands Everyday Gradual Tanning Milk 375ml | Enriched with Vitamin E | Suitable for Sensitive Skin | Vegan + Cruelty Free | 375ml/13.2 FL Oz
- Price
- £7.77
- Rating
- 4.3/5
- Reviews
- 13,593
- Age
- 10y ago

NIVEA Q10 Firming + Bronze Gradual Tan Body Lotion (400 ml) Firming Cream for Bronzed Skin with Q10 Supports a Gradual Tan Tanning Moisturiser for a Sun-Kissed Radiant Glow
- Price
- £4.93
- Rating
- 4.4/5
- Reviews
- 5,955
- Age
- 6y ago
Trending
estimated 90-day click momentum
2 Pack of Dove Nourishing Body Care Visible Glow Gradual Self-Tan Fair to Medium Body Lotion 400ml
- Price
- £12.10
- Rating
- 4.6/5
- Reviews
- 227
- Age
- 5y ago

Dove Summer Revived Light to Medium Gradual Tan Mousse fast-absorbing self tanning for a natural-looking streak-free tan and 48h visibly moisturised skin 150 ml
- Price
- £4.67
- Rating
- 4.3/5
- Reviews
- 3,844
- Age
- 6y ago

Dove Care + Visible Glow Medium to Dark Self Tan Lotion 400 ml
- Price
- £3.66
- Rating
- 4.6/5
- Reviews
- 361
- Age
- 8y ago

Dove Unilever DermaSpa Body Lotion Summer Revived Self-Tanning Medium to Dark 200ml with Dove Derma Spa Face Cream Summer Revived Medium to Dark 75ml 2 Piece Set
- Price
- £12.16
- Rating
- 4.6/5
- Reviews
- 243
- Age
- 4y ago

3x Dove Nourishing Body Care Self Tanning Lotion 250ml each Fair to Medium
- Price
- £11.30
- Rating
- 4.6/5
- Reviews
- 284
- Age
- 6y ago
Newest
by launch date
Dove Summer Revived Medium to Dark Gradual Tanning Lotion for a gradual tan and natural radiant glow nongreasy self-tan for all skin types 200 ml
- Price
- £3.36
- Rating
- 4.5/5
- Reviews
- 4,179
- Age
- 3y ago

Bondi Sands Gradual Tanning Lotion - Skin Perfector 150mL |Gradual Tan | Suitable for Sensitive Skin | Vegan + Cruelty Free | 150ml/5.07 Fl Oz
- Price
- £8.19
- Rating
- 4.2/5
- Reviews
- 486
- Age
- 3y ago

St.Tropez Gradual Tan Watermelon Daily Firming Lotion Hydrating Self Tan Moisturiser 5 Skincare Benefits Vegan Natural & Cruelty Free 200 ml
- Price
- £8.31
- Rating
- 4.4/5
- Reviews
- 5,053
- Age
- 4y ago

St.Tropez Gradual Tan Firming Lotion Medium/ Dark Shade Sun Kissed Glow Self Tan Moisturiser 5 Skincare Benefits Vegan Natural & Cruelty Free 200 ml
- Price
- £8.51
- Rating
- 4.4/5
- Reviews
- 5,053
- Age
- 4y ago

Dove Unilever DermaSpa Body Lotion Summer Revived Self-Tanning Medium to Dark 200ml with Dove Derma Spa Face Cream Summer Revived Medium to Dark 75ml 2 Piece Set
- Price
- £12.16
- Rating
- 4.6/5
- Reviews
- 243
- Age
- 4y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 71% of clicks. A locked shelf that new listings rarely crack.
Brands
8 falling
Sellers
145
Est. top-5 brand share
94%
Top 20: 100%
Est. top-5 click share
71%
Top 20: 100%
Open market
3%
- Dove56%
- Garnier15%
- Bondi Sands14%
- NIVEA5%
- St.Tropez3%
- Simple3%
- Open — no brand owns it (2 brands, 3%)
Demand
Gradual Tan search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Apr, May, Jun, Jul · busiest ÷ quietest = 4.8×
Search terms
Top Gradual Tan search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- dove tanning moisturiser197K/yr
- gradual tan172K/yr
- gradual tan moisturiser129K/yr
- bondi sands gradual tan87K/yr
- dove gradual tan74K/yr
- tanning moisturiser82K/yr
- self tanning lotion54K/yr
- tanning lotion45K/yr
- dove gradual tan medium to dark33K/yr
- dove tan32K/yr
Reviews and returns
What reviews say buyers love and hate about Gradual Tan
We read the reviews and the return reasons for every product selling here.
“Awful smell”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
19 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Gradual Tan questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









