lume deodorant
Worth a lookShows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Growth
Incredible+135.3%90-day search growth — must beat 0% to launch
Conversion
Incredible12.2%search→purchase rate — share of searches ending in a sale
Review moat
Good591.32avg incumbent reviews — the moat a new listing must climb
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Market size
Okay£186K£186K/yr · 380K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Bad£4.01avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.81–£14.91cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, lume deodorant is a £186K/yr Amazon United Kingdom market (380K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun–Jul. Verdict: Worth a look — 53/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 40K–50K
- avg 1,000–1,250/product
- Revenue / yr
- £160K–£201K
- units × avg price
- Launch success
- 86%
- 6 of 7 new (360d)
- Conversion rate
- 12.2%
- Avg BSR
- #70
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 47%
- Out of stock
- 0.4%
- Avg brand age
- 51 months
- Avg seller age
- 158 days
Competition
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
5 rising
Sellers
58
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
60%
Top 20: 100%
Open market
0%
- Dove43%
- Sure39%
- Femfresh11%
- Vagisil4%
- NIVEA2%
Demand & seasonality
Weekly Amazon search volume, last 63 weeks — +135.3% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 5.6×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove Raspberry & Rose Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml
Dove£2.834.5★278 rev
Sure Rio Coconut Whole Body Deodorant womens deodorant stick with a fresh & tropical fragrance for 48-hour odour control 50 ml
Sure£2.374.6★108 rev
Dove Raspberry & Rose Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml
Dove£3.934.5★245 rev
Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml
Dove£2.824.2★172 rev
Sure Rio Coconut Whole Body Deodorant womens deodorant spray with a fresh & tropical fragrance for 72-hour odour control 150 ml
Sure£3.064.6★82 rev
Newest
by launch date
Dove Lavender & Camomile Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml
Dove£4.1454 rev
Dove Raspberry & Rose Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml
Dove£2.83278 rev
Sure Rio Coconut Whole Body Deodorant womens deodorant stick with a fresh & tropical fragrance for 48-hour odour control 50 ml
Sure£2.37108 rev
Sure Rio Coconut Whole Body Deodorant womens deodorant spray with a fresh & tropical fragrance for 72-hour odour control 150 ml
Sure£3.0682 rev
Sure Rio Coconut Whole Body Deodorant womens deodorant cream with a fresh & tropical fragrance for 72-hour odour control 75 ml
Sure£2.7571 rev
Trending
90-day click momentumDove Raspberry & Rose Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml
Dove£2.834.5★
Sure Rio Coconut Whole Body Deodorant womens deodorant stick with a fresh & tropical fragrance for 48-hour odour control 50 ml
Sure£2.374.6★
Dove Raspberry & Rose Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml
Dove£3.934.5★
Sure Rio Coconut Whole Body Deodorant womens deodorant cream with a fresh & tropical fragrance for 72-hour odour control 75 ml
Sure£2.754.5★
Dove Lavender & Camomile Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml
Dove£4.144.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful smell”
“Competitive price”
“the product is as reliable as the rest of the brand so well done to them”
“Dries quickly”
“So handy to use”
“It applies smoothly”
“As advertised”
“It goes on smoothly”
“no irritation”
“This is an easy to use stick”
What buyers complain about
“Unpleasant smell”
“Waste of Money”
“It made me itch”
“This didnt dry”
“Disappointing Misrepresentation”
“It goes on smoothly. some stick deodarants are scratchy and uncomfortable”
“Breaking when only half used”
“Not very good”
“Has Aluminum Zirconium Tetrachlorohydrex Gly and PEG-8 Distearate, when sprayed, leave a powdery mist in the air full of chemicals, as well as a white powdery residue on the skin”
“it can get a little messy”
Top return reasons
Common questions
- Is lume deodorant profitable to sell on Amazon United Kingdom?
- The niche generates £186K/yr across 19 tracked products. 6 of 7 products launched in the last 360 days are still selling. 90-day search growth is +135.3%. Flapen's verdict: Worth a look (53/100).
- How competitive is the lume deodorant niche?
- 5 brands and 58 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in lume deodorant?
- Top complaints mined from reviews: Smell, Value For Money, Allergies. The return rate is 0.0%.
- When does demand for lume deodorant peak?
- Demand peaks in May–Jun–Jul; the busiest month runs 5.6× the quietest.
- What does it cost to enter the lume deodorant niche?
- Listings span £1.81–£14.91; the average listing price is £4.01 (sweet spot $15–$100). The average incumbent carries 591 reviews — the moat a new listing must climb.
Related niches in Beauty
- 57mens shampooWorth a look
- 57bath spongeWorth a look
- 57deodorant sticks for menWorth a look
- 57deodorant womensLaunch it
- 57birthday hampers for womenWorth a look
- 57hand wash anti-bacterialLaunch it