---
title: "lume deodorant — £186K/yr Amazon United Kingdom Niche, Score 53/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/lume-deodorant"
last_updated: "2026-07-20T20:57:46.562Z"
locale: en
meta:
description: "lume deodorant shows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "lume deodorant shows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "lume deodorant — £186K/yr Amazon United Kingdom Niche, Score 53/100 - Flapen"
---
# **lume deodorant**
**Worth a look**
Shows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 37Growth 96Conversion 95Competition 42Returns 100Price range 0Avg price 11Brand share 0Review moat 73Quality gap 33
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Growth**
**Incredible****+135.3%**
90-day search growth — must beat 0% to launch
**Conversion**
**Incredible****12.2%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****591.32**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****60%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£186K**
£186K/yr · 380K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£4.01**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.81–£14.91**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
15K10KPrime Day '25Spike '26 seasonMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: May, Jun, Jul · busiest ÷ quietest = 5.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/lume-deodorant/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%£7K8%£15K12%£22K16%£30K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Dove Raspberry & Rose Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.83**4.5★278 rev](https://www.amazon.co.uk/dp/B0FCSV9K3B) [2**Sure Rio Coconut Whole Body Deodorant womens deodorant stick with a fresh & tropical fragrance for 48-hour odour control 50 ml**Sure**£2.37**4.6★108 rev](https://www.amazon.co.uk/dp/B0G4KTV2F3) [3**Dove Raspberry & Rose Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml**Dove**£3.93**4.5★245 rev](https://www.amazon.co.uk/dp/B0FCSX94GT) [4**Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.82**4.2★172 rev](https://www.amazon.co.uk/dp/B0F15CYB55) [5**Sure Rio Coconut Whole Body Deodorant womens deodorant spray with a fresh & tropical fragrance for 72-hour odour control 150 ml**Sure**£3.06**4.6★82 rev](https://www.amazon.co.uk/dp/B0G3QPCZQD)
**~~View all top sellers →~~**
### **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**£4.14**54 rev6mo ago](https://www.amazon.co.uk/dp/B0G3XHZMLG) [**Dove Raspberry & Rose Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.83**278 rev6mo ago](https://www.amazon.co.uk/dp/B0FCSV9K3B) [**Sure Rio Coconut Whole Body Deodorant womens deodorant stick with a fresh & tropical fragrance for 48-hour odour control 50 ml**Sure**£2.37**108 rev6mo ago](https://www.amazon.co.uk/dp/B0G4KTV2F3) [**Sure Rio Coconut Whole Body Deodorant womens deodorant spray with a fresh & tropical fragrance for 72-hour odour control 150 ml**Sure**£3.06**82 rev6mo ago](https://www.amazon.co.uk/dp/B0G3QPCZQD) [**Sure Rio Coconut Whole Body Deodorant womens deodorant cream with a fresh & tropical fragrance for 72-hour odour control 75 ml**Sure**£2.75**71 rev6mo ago](https://www.amazon.co.uk/dp/B0G4KVR7QD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Dove Raspberry & Rose Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.83**4.5★**▲ 62%**](https://www.amazon.co.uk/dp/B0FCSV9K3B) [**Sure Rio Coconut Whole Body Deodorant womens deodorant stick with a fresh & tropical fragrance for 48-hour odour control 50 ml**Sure**£2.37**4.6★**▲ 55%**](https://www.amazon.co.uk/dp/B0G4KTV2F3) [**Dove Raspberry & Rose Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml**Dove**£3.93**4.5★**▲ 48%**](https://www.amazon.co.uk/dp/B0FCSX94GT) [**Sure Rio Coconut Whole Body Deodorant womens deodorant cream with a fresh & tropical fragrance for 72-hour odour control 75 ml**Sure**£2.75**4.5★**▲ 45%**](https://www.amazon.co.uk/dp/B0G4KVR7QD) [**Dove Lavender & Camomile Whole Body Deodorant Cream 0% aluminium deodorant with vitamin B3 for all-day odour control 75 ml**Dove**£4.14**4.4★**▲ 44%**](https://www.amazon.co.uk/dp/B0G3XHZMLG)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**46%
*“Beautiful smell”*
**Value For Money**7%
*“Competitive price”*
**Quality-Overall**4%
*“the product is as reliable as the rest of the brand so well done to them”*
**Moist/Dry**3%
*“Dries quickly”*
**Ease Of Use**3%
*“So handy to use”*
**Ease Of Application**3%
*“It applies smoothly”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Soft Feel**2%
*“It goes on smoothly”*
**Allergies**2%
*“no irritation”*
**Adhesion/Stickiness**2%
*“This is an easy to use stick”*
### **What buyers complain about **
**Smell**15%
*“Unpleasant smell”*
**Value For Money**8%
*“Waste of Money”*
**Allergies**5%
*“It made me itch”*
**Moist/Dry**4%
*“This didnt dry”*
**Advertised Vs Actual Product**4%
*“Disappointing Misrepresentation”*
**Adhesion/Stickiness**3%
*“It goes on smoothly. some stick deodarants are scratchy and uncomfortable”*
**Durability**3%
*“Breaking when only half used”*
**Quality-Overall**2%
*“Not very good”*
**Residue**2%
*“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”*
**Ease Of Cleaning**2%
*“it can get a little messy”*
### **Top return reasons **
**Size-Overall**36%
**Pain Relief-Overall**29%
**Advertised Vs Actual Product**14%
**Smell**14%
**Value For Money**7%
## **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.
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