make waves antiperspirant
Worth a lookShows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 6% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Great£17.34avg listing price — sweet spot $15–$100
Market size
Good£713K£713K/yr · 1.3M searches
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Review moat
Okay1,946.13avg incumbent reviews — the moat a new listing must climb
Price range
Okay£2.61–£25.38cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.2%search→purchase rate — share of searches ending in a sale
Growth
Okay+8.3%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, make waves antiperspirant is a £713K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 55/100.
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
- £694K–£867K
- units × avg price
- Launch success
- 67%
- 8 of 12 new (360d)
- Conversion rate
- 3.2%
- Avg BSR
- #135
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 93%
- Out of stock
- 10.9%
- Avg brand age
- 55 months
- Avg seller age
- 160 days
Competition
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
46
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
49%
Top 20: 87%
Open market
0%
- Fussy61%
- Wild35%
- Mitchum2%
- Salt Of the Earth2%
Demand
Weekly Amazon search volume, last 45 weeks — +8.3% search growth over the last 90 days.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 30 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fussy - Mens Natural Refillable Deodorant - Aluminium Free - 24 Hour Protection - Midnight Black Case & Variety Refill Pack (2 x 40g) - Wide Eyed & Forest Haze - Vegan & Cruelty Free
Fussy£25.383.9★154 rev
Fussy - Natural Refillable Deodorant - Hot Pink Case & Coconut Scent (2 x 40g) - Aluminium Free - 24 Hour Protection - Coconut Almond & Vanilla- Vegan & Cruelty Free - Natural & Effective
Fussy£20.444.2★152 rev
Fussy - Natural Refillable Deodorant - Mint Green Case & Variety Refill Pack (2 x 40g) Tropic Tonic & Wavy Days - Aluminium Free - 24 Hour Protection - Vegan & Cruelty Free - Natural & Effective
Fussy£20.674.2★113 rev
Wild - Natural Refillable Deodorant Starter Kit with Pink Case and Fresh Cotton & Sea Salt Scented Refill (40g) - Aluminium Free - Long Lasting Protection - Vegan
Wild£11.484.2★1,104 rev
Fussy - Natural Refillable Deodorant - Lilac Case & Variety Refill Pack (2 x 40g) - Night Tales Flora & Wavy Days Mint - Aluminium Free - Vegan & Cruelty Free - Natural & Effective
Fussy£17.344.6★116 rev
Newest
by launch date
Wild Cath Kidston Case with Amber & Oud Deodorant Starter Pack 40g
Wild£11.980 rev
Wild Refillable Antiperspirant Roll On Deodorant Starter Kit with 72 Hour Odour & Sweat Protection - Aqua Case with Honey & Cactus Flower Cotton & Sea Salt and Coconut & Vanilla Refills - 90% Natural
Wild£20.6742 rev
Wild Refillable Antiperspirant Roll On Deodorant Starter Kit with 72 Hour Odour & Sweat Protection - Bee Print Case with Honey & Cactus Flower Coconut & Vanilla Vanilla Bean & Buttercream Refills
Wild£22.1342 rev
Wild Aluminium Free Refillable Natural Deodorant Starter Kit - Cath Kidston Birds Case with Pink Grapefruit & Lime Coconut & Vanilla Fresh Cotton & Sea Salt Refills - 24 Hour Odour Protection
Wild£19.852,811 rev
Wild Refillable Antiperspirant Roll On Deodorant Starter Kit for Men - 72 Hour Odour & Sweat Protection - Forest Green Case with Amber & Oud Thunderstorm and Cedar & Sandalwood Refills - 90% Natural
Wild£20.4742 rev
Trending
90-day click momentumWild Aluminium Free Refillable Natural Deodorant Starter Kit - Cath Kidston Birds Case with Pink Grapefruit & Lime Coconut & Vanilla Fresh Cotton & Sea Salt Refills - 24 Hour Odour Protection
Wild£19.854.0★
Wild Cath Kidston Case with Amber & Oud Deodorant Starter Pack 40g
Wild£11.980.0★
Wild Refillable Antiperspirant Roll On Deodorant Starter Kit with 72 Hour Odour & Sweat Protection - Aqua Case with Honey & Cactus Flower Cotton & Sea Salt and Coconut & Vanilla Refills - 90% Natural
Wild£20.673.6★
Wild Refillable Antiperspirant Roll On Deodorant Starter Kit for Men - 72 Hour Odour & Sweat Protection - Forest Green Case with Amber & Oud Thunderstorm and Cedar & Sandalwood Refills - 90% Natural
Wild£20.473.6★
Wild Refillable Antiperspirant Roll On Deodorant Starter Kit with 72 Hour Odour & Sweat Protection - Bee Print Case with Honey & Cactus Flower Coconut & Vanilla Vanilla Bean & Buttercream Refills
Wild£22.133.6★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“fresh scent”
“is very reliable”
“Excellent value for money”
“Ease of use”
“Keep dry”
“True to picture”
“Does the job well”
“And is durable”
“environmentally friendly”
“No irritation”
What buyers complain about
“Doesn't smell of anything”
“Fairly expensive”
“Not as described”
“Allergic reaction”
“Does not do the job”
“Broke after a few uses”
“A bit dry”
“Poor quality”
“Powdery residue”
“awkward to use”
Top return reasons
Common questions
- Is make waves antiperspirant profitable to sell on Amazon United Kingdom?
- The niche generates £713K/yr across 30 tracked products. 8 of 12 products launched in the last 360 days are still selling. 90-day search growth is +8.3%. Flapen's verdict: Worth a look (55/100).
- How competitive is the make waves antiperspirant niche?
- 4 brands and 46 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in make waves antiperspirant?
- Top complaints mined from reviews: Smell, Value For Money, Advertised Vs Actual Product. The return rate is 0.2%.
- What does it cost to enter the make waves antiperspirant niche?
- Listings span £2.61–£25.38; the average listing price is £17.34 (sweet spot $15–$100). The average incumbent carries 1,946 reviews — the moat a new listing must climb.
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