---
title: "make waves antiperspirant — £713K/yr Amazon United Kingdom Niche, Score 55/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/make-waves-antiperspirant"
last_updated: "2026-07-20T18:46:13.457Z"
locale: en
meta:
description: "make waves antiperspirant shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "make waves antiperspirant shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "make waves antiperspirant — £713K/yr Amazon United Kingdom Niche, Score 55/100 - Flapen"
---
# **make waves antiperspirant**
**Worth a look**
Shows low returns (0.2%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Market size 69Growth 35Conversion 40Competition 60Returns 99Price range 46Avg price 81Brand share 0Review moat 46Quality gap 84
**Returns**
**Incredible****0.2%**
return rate — above 6% kills the launch gate
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Great****£17.34**
avg listing price — sweet spot $15–$100
**Market size**
**Good****£713K**
£713K/yr · 1.3M searches
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****1,946.13**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£2.61–£25.38**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.2%**
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**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KSpike '25Black Friday '25Spike '26Sep '25Oct '25Dec '25Feb '26Mar '26May '26
[**Open Trend **](https://flapen.com/research/uk/beauty/make-waves-antiperspirant/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%5%£36K10%£71K15%£107K20%£143K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 30 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£25.38**3.9★154 rev](https://www.amazon.co.uk/dp/B0FK2FMHM8) [2**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**£20.44**4.2★152 rev](https://www.amazon.co.uk/dp/B0FK2D121Q) [3**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**£20.67**4.2★113 rev](https://www.amazon.co.uk/dp/B0FK2DQBGW) [4**Wild - Natural Refillable Deodorant Starter Kit with Pink Case and Fresh Cotton & Sea Salt Scented Refill (40g) - Aluminium Free - Long Lasting Protection - Vegan**Wild**£11.48**4.2★1,104 rev](https://www.amazon.co.uk/dp/B0DK5P4ZTY) [5**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**£17.34**4.6★116 rev](https://www.amazon.co.uk/dp/B0FK2FMYGC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Wild Cath Kidston Case with Amber & Oud Deodorant Starter Pack 40g**Wild**£11.98**0 rev2mo ago](https://www.amazon.co.uk/dp/B0GYP5RLYY) [**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**£20.67**42 rev4mo ago](https://www.amazon.co.uk/dp/B0GRVSF569) [**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**£22.13**42 rev4mo ago](https://www.amazon.co.uk/dp/B0GRVS41TF) [**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**£19.85**2,811 rev4mo ago](https://www.amazon.co.uk/dp/B0GRW2X7T5) [**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**£20.47**42 rev4mo ago](https://www.amazon.co.uk/dp/B0GRVKBXKQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£19.85**4.0★**▲ 253%**](https://www.amazon.co.uk/dp/B0GRW2X7T5) [**Wild Cath Kidston Case with Amber & Oud Deodorant Starter Pack 40g**Wild**£11.98**0.0★**▲ 251%**](https://www.amazon.co.uk/dp/B0GYP5RLYY) [**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**£20.67**3.6★**▲ 250%**](https://www.amazon.co.uk/dp/B0GRVSF569) [**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**£20.47**3.6★**▲ 240%**](https://www.amazon.co.uk/dp/B0GRVKBXKQ) [**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**£22.13**3.6★**▲ 230%**](https://www.amazon.co.uk/dp/B0GRVS41TF)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**43%
*“fresh scent”*
**Quality-Overall**11%
*“is very reliable”*
**Value For Money**6%
*“Excellent value for money”*
**Ease Of Use**3%
*“Ease of use”*
**Moist/Dry**3%
*“Keep dry”*
**Advertised Vs Actual Product**3%
*“True to picture”*
**Efficiency**2%
*“Does the job well”*
**Durability**2%
*“And is durable”*
**Eco Friendliness**2%
*“environmentally friendly”*
**Allergies**2%
*“No irritation”*
### **What buyers complain about **
**Smell**24%
*“Doesn't smell of anything”*
**Value For Money**9%
*“Fairly expensive”*
**Advertised Vs Actual Product**6%
*“Not as described”*
**Allergies**5%
*“Allergic reaction”*
**Functionality-Overall**5%
*“Does not do the job”*
**Durability**4%
*“Broke after a few uses”*
**Moist/Dry**2%
*“A bit dry”*
**Quality-Overall**2%
*“Poor quality”*
**Residue**2%
*“Powdery residue”*
**Ease Of Use**2%
*“awkward to use”*
### **Top return reasons **
**Smell**37%
**Advertised Vs Actual Product**11%
**Functionality-Overall**11%
**Value For Money**6%
**Size-Overall**5%
**Defective Material/Parts**5%
**Leak-Proof**4%
**Quality-Overall**3%
**Product Condition**2%
**Dispensing Mechanism**2%
## **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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