hyaluronic acid
Skip itPrices mostly outside the sweet spot ($5.07–$9.82) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible14.3%search→purchase rate — share of searches ending in a sale
Market size
Great£1.2M£1.2M/yr · 1.3M searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad11,326.29avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.82avg listing price — sweet spot $15–$100
Growth
Bad-15.9%90-day search growth — must beat 0% to launch
Brand share
Bad96%top-5 brand share — brand-locked demand
Competition
Bad93%top-5 click share — a locked-up shelf
Price range
Bad£5.07–£9.82cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, hyaluronic acid is a £1.2M/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 96% of demand. Verdict: Skip it — 42/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
hyaluronic acid market data
- Units sold / yr
- 150K–200K
- avg 25,000–30,000/product
- Revenue / yr
- £1.0M–£1.4M
- units × avg price
- Conversion rate
- 14.3%
- Avg BSR
- #49
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 45 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
117
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
93%
Top 20: 100%
Open market
0%
- The Ordinary64%
- The INKEY List14%
- Simple11%
- Q+A4%
- Good Molecules4%
- L'Oreal Paris4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -15.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top hyaluronic acid search terms
- hyaluronic acid548K/yr
- hyaluronic acid serum237K/yr
- the ordinary hyaluronic acid223K/yr
- simple serum56K/yr
- inkey list hyaluronic acid serum24K/yr
- cerave hyaluronic acid serum25K/yr
- cerave hydrating hyaluronic acid serum20K/yr
- hyaluronic acid serum for face21K/yr
- ordinary hyaluronic acid serum10K/yr
- the ordinary hyaluronic acid 2% + b512K/yr
Top hyaluronic acid 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 7 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
The Ordinary£6.894.6★37,319 rev
The INKEY List 2% Hyaluronic Acid Face Serum 30ml Hydrating Skincare Combats Dry Skin Vegan Friendly Suitable For All Skin Types
The INKEY List£5.354.5★6,570 rev
Simple Hydrate+ 3% Hyaluronic Acid + Vitamin B5 Face Serum skin care suitable for daily use on all skin types for hydrated softer skin 30 ml
Simple£5.074.4★2,797 rev
Q+A Hyaluronic Acid Facial Serum (30ml) Natural Hydrating Face Serum for Plump Skin Anti Ageing Fragrance Free Delivers Deep Lasting Hydration Rehydrates and Softens the Skin
Q+A£5.574.5★3,151 rev
Good Molecules Hyaluronic Acid Serum Hydrating Non-Greasy Formula To Moisturize Plump 1% Ha Anti-Aging Water-Based Skincare For Face
Good Molecules£5.294.6★12,922 rev
Newest
by launch date
The INKEY List 2% Hyaluronic Acid Face Serum 60ml Hydrating Skincare Combats Dry Skin Vegan Friendly Suitable For All Skin Types
The INKEY List£9.746,570 rev
Simple Hydrate+ 3% Hyaluronic Acid + Vitamin B5 Face Serum skin care suitable for daily use on all skin types for hydrated softer skin 30 ml
Simple£5.072,797 rev
The INKEY List 2% Hyaluronic Acid Face Serum 30ml Hydrating Skincare Combats Dry Skin Vegan Friendly Suitable For All Skin Types
The INKEY List£5.356,570 rev
Good Molecules Hyaluronic Acid Serum Hydrating Non-Greasy Formula To Moisturize Plump 1% Ha Anti-Aging Water-Based Skincare For Face
Good Molecules£5.2912,922 rev
Q+A Hyaluronic Acid Facial Serum (30ml) Natural Hydrating Face Serum for Plump Skin Anti Ageing Fragrance Free Delivers Deep Lasting Hydration Rehydrates and Softens the Skin
Q+A£5.573,151 rev
Trending
90-day click momentumThe INKEY List 2% Hyaluronic Acid Face Serum 60ml Hydrating Skincare Combats Dry Skin Vegan Friendly Suitable For All Skin Types
The INKEY List£9.744.5★
Good Molecules Hyaluronic Acid Serum Hydrating Non-Greasy Formula To Moisturize Plump 1% Ha Anti-Aging Water-Based Skincare For Face
Good Molecules£5.294.6★
Simple Hydrate+ 3% Hyaluronic Acid + Vitamin B5 Face Serum skin care suitable for daily use on all skin types for hydrated softer skin 30 ml
Simple£5.074.4★
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
The Ordinary£6.894.6★
The INKEY List 2% Hyaluronic Acid Face Serum 30ml Hydrating Skincare Combats Dry Skin Vegan Friendly Suitable For All Skin Types
The INKEY List£5.354.5★
What buyers say about hyaluronic acid
What buyers praise and complain about, mined from review topics.What buyers love
“Top quality affordable product”
“Very hydrating”
“reasonably priced”
“Good for sensitive skin”
“Highly recommend for dry skin sufferers”
“Skin is super soft”
“Smells nice”
“This product does exactly as it says”
“Absorbes really well”
“easy to use”
What buyers complain about
“Found it too sticky for me wont buy again although I love their products”
“not fragranced at all”
“Ok. Definitely still need moisturiser on the top of this”
“Too small”
“Completely Drys the Skin until Crusty”
“no obvious changes seen”
“Obviously it can't reduce deep wrinkles or creases. sadly”
“I've had bad red skin over the years around my nose, tried sooo much and nothing worked”
“Applied and it left a tacky residue on my face”
“Doesnt last long”
Top return reasons
Common questions
- Is hyaluronic acid profitable to sell on Amazon United Kingdom?
- The niche generates £1.2M/yr across 7 tracked products. 90-day search growth is -15.9%. Flapen's verdict: Skip it (42/100).
- How competitive is the hyaluronic acid niche?
- 6 brands and 117 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in hyaluronic acid?
- Top complaints mined from reviews: Adhesion/Stickiness, Smell, Moist/Dry. The return rate is 0.1%.
- When does demand for hyaluronic acid peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the hyaluronic acid niche?
- Listings span £5.07–£9.82; the average listing price is £6.82 (sweet spot $15–$100). The average incumbent carries 11,326 reviews — the moat a new listing must climb.