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Lazy Tan

Fail

The top 5 brands take 98% of clicks, so Lazy Tan is a Fail.

Flapen Score
48
48 / 100
Top 44% of 2,481 Beauty niches · +1 vs the category median of 47
Market size
£82K/yr53K searches / yr
90-day growth
+31.1%search demand this quarter
Competition
92%top-5 click share · 6 brands · 62 sellers

Flapen Score

Lazy Tan against its category

The dotted line is the Beauty average. Past it, Lazy Tan is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lazy Tan market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lazy Tan 53K times last year and spent an estimated £82K. The top 5 brands take 98% of clicks. Flapen scores it 48 out of 100, a Fail.

01 · Demand

An estimated 15.8% of those searches ended in a purchase.

Shoppers searched for this 53K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 15.8% of those searches ended in a purchase. Searches in the last 90 days moved +31.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £82K a year.

Searches, last 12 months
53K
Growth, 90 days vs prior 90
+31.1%
Conversion, latest week
15.8%
Market size, estimated
£82Ka year
Top search term
lazy tan21K searches a year

02 · Price

A sale here is worth £9.75.

Listings sell for £9.75 on average, from £4.96 to £22.13. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 1,500 to 2,000 of them. At £9.75 that is £15K to £20K a year per listing.

Average price
£9.75under the $15 to $100 sweet spot
Price range
£4.96–£22.13
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
1,500–2,000
Revenue per listing a year
£15K–£20K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

100% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #140 within Face. It carries 1,802 reviews at 3.90 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
89%
Out of stock, average day
0.0%
Average rank
#140in Face
Average rating
3.90 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,802per listing
Listings tracked
9

04 · Newcomers

1 of last year's 4 launches cleared the first-year sales bar.

4 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 52 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
52 months

Products

Top Lazy 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.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 92% of clicks. A locked shelf that new listings rarely crack.

£0£8K£16K£25K£33K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

62

Est. top-5 brand share

98%

Top 20: 100%

Est. top-5 click share

92%

Top 20: 100%

Open market

0%

  • Avon61%
  • Lazy Tan28%
  • Generic4%
  • Angel Silk3%
  • St.Tropez2%
  • Bondi Sands2%
  • Open — no brand owns it (0%)

Demand

Lazy Tan search demand

Weekly searches over the year. Pick a range.

2K1KSpike '26Feb '26Mar '26Apr '26Apr '26May '26Jun '26Jun '26

Search terms

Top Lazy Tan search terms shoppers use

The exact words shoppers type, with estimated yearly volume, growth, and conversion.

  • lazy tan21K/yr
  • skin so soft enhance and glow8K/yr
  • lazy tan self tanning mist15K/yr
  • avon skin so soft enhance and glow6K/yr
  • lazy tan self tanning mist spray3K/yr

Reviews and returns

What reviews say buyers love and hate about Lazy Tan

We read the reviews and the return reasons for every product selling here.

18%of positive reviews mention “Smell”
16%of negative reviews mention “Color”
0.1%of orders come back
“I'm disappointed not a great colour”
A buyer, on “Color”16% of negative reviews mention the same topic

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.

17 topics

NegativePositive

FAQ

Common Lazy 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