Is massage lotion profitable to sell on Amazon United Kingdom?

The niche generates £169K/yr across 10 tracked products. 90-day search growth is -24.2%. Flapen's verdict: Skip it (45/100).

How competitive is the massage lotion niche?

5 brands and 22 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in massage lotion?

Top complaints mined from reviews: Smell, Massage Quality, Quality-Overall. The return rate is 0.1%.

When does demand for massage lotion peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.3× the quietest.

What does it cost to enter the massage lotion niche?

Listings span £8.32–£70.35; the average listing price is £24.55 (sweet spot $15–$100). The average incumbent carries 250 reviews — the moat a new listing must climb.

massage lotion

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible£24.55

avg listing price — sweet spot $15–$100

Conversion

Great11.6%

search→purchase rate — share of searches ending in a sale

Review moat

Great249.6

avg incumbent reviews — the moat a new listing must climb

Price range

Great£8.32–£70.35

cheapest to priciest tracked listing — scored on the share inside $15–$100

Market size

Okay£169K

£169K/yr · 59K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Bad83%

top-5 click share — a locked-up shelf

Growth

Bad-24.2%

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, massage lotion is a £169K/yr Amazon United Kingdom market (59K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 45/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

massage lotion market data

Units sold / yr: 6K–8K; avg 500–750/product
Revenue / yr: £147K–£196K; units × avg price
Conversion rate: 11.6%
Avg BSR: #193
Page quality: 0%
Prime: 90%
Sponsored: 70%
Out of stock: 1.3%
Avg brand age: 57 months
Avg seller age: 172 days

Competition & brand share

The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

Naqi58%
PHYSIQUE27%
Strictly Professional10%
Chemodol3%
Kaeso2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -24.2% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.3×

Open Trend

Top massage lotion search terms

massage cream17K/yr -39.2%6.3% conv.
massage lotion12K/yr -8.1%9.7% conv.
massage cream for massage therapy7K/yr -17.9%9.9% conv.
naqi massage lotion7K/yr -19.6%20.1% conv.
massage lotion for massage therapy4K/yr -32.9%10.8% conv.
massage cream for body4K/yr -21.9%4.5% conv.
sports massage lotion3K/yr -13.9%16.1% conv.
naqi2K/yr -14.3%7.9% conv.
massage creams & lotions & oils3K/yr -17.8%1.3% conv.

All search terms

Top massage lotion products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NAQI - Sports Massage Lotion - Pre-Workout and Post-Workout Recovery Treatment - Enhanced Recovery and Performance - Paraben-Free - Dermatologically Tested - Vegan-Friendly - 500 ml

Naqi£11.124.7★637 rev

Physique Massage Lotion 200ml - Lightly Oiled Non-Greasy Enriched with Aloe Vera Camomile & Vitamin E for Sports Massage Spa Physiotherapy and Deep Tissue - Dermatologically Tested

PHYSIQUE£8.324.6★419 rev

Strictly Professional Massage Cream 450ml

Strictly Professional£9.884.4★270 rev

NAQI - Ultra Massage Lotion - for Deep Tissue Massage Therapy - Long-Lasting and Hypoallergenic - for Professional and Personal Use - Paraben-Free - Dermatologically Tested - 500 ml

Naqi£15.674.6★188 rev

Physique Massage Lotion 1000ml - Lightly Oiled Non-Greasy Enriched with Aloe Vera Camomile & Vitamin E for Sports Spa Physiotherapy and Deep Tissue Massage - Dermatologically Tested

PHYSIQUE£19.054.6★419 rev

Newest

by launch date

Physique Massage Lotion 200ml - Lightly Oiled Non-Greasy Enriched with Aloe Vera Camomile & Vitamin E for Sports Massage Spa Physiotherapy and Deep Tissue - Dermatologically Tested

PHYSIQUE£8.32419 rev

4y ago

Physique Massage Creme 1000ml - Body Cream with Vitamin E - Perfect for Sports Spa and All Types of Massage - Soft and Smooth Skin

PHYSIQUE£23.6642 rev

6y ago

Naqi Ultra Massage Lotion Long Lasting Hypoallergenic Moisturising Lotion for Deep Tissue Physical and Massage Therapy 5 litre White

Naqi£70.3546 rev

13y ago

Kaeso Beauty Massage Sorbet Pink Grapefruit & Shea Butter 450ml

Kaeso£8.32240 rev

14y ago

NAQI - Sports Massage Lotion - Pre-Workout and Post-Workout Recovery Treatment - Enhanced Recovery and Performance - Paraben-Free - Dermatologically Tested - Vegan-Friendly - 5 l

Naqi£65.3590 rev

16y ago

What buyers say about massage lotion

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall30%

“Excellent product”

Massage Quality28%

“Quality product - ideal for the clients I treat using sports massage”

Lubrication10%

“excellent lotion”

Gifting Purpose10%

“as this was a gift”

Smell8%

“Smells lovely”

Value For Money5%

“Well worth the money”

Advertised Vs Actual Product5%

“Does what its supposed to do”

Ease Of Use3%

“Easy to use, smells nice”

What buyers complain about

Smell63%

“bad smell”

Massage Quality13%

“And have to use alot to get any massage technique”

Quality-Overall13%

“poor quality and not fit for intended use”

Adhesion/Stickiness13%

“sticky on using”

Top return reasons

Size-Overall39%

Leak-Proof11%

Advertised Vs Actual Product11%

Thickness7%

Value For Money6%

Massage Quality6%

Quality-Overall6%

Muscle Pain Relief6%

Ease Of Use6%

Skin Health1%

Common questions

Is massage lotion profitable to sell on Amazon United Kingdom?: The niche generates £169K/yr across 10 tracked products. 90-day search growth is -24.2%. Flapen's verdict: Skip it (45/100).
How competitive is the massage lotion niche?: 5 brands and 22 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in massage lotion?: Top complaints mined from reviews: Smell, Massage Quality, Quality-Overall. The return rate is 0.1%.
When does demand for massage lotion peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.3× the quietest.
What does it cost to enter the massage lotion niche?: Listings span £8.32–£70.35; the average listing price is £24.55 (sweet spot $15–$100). The average incumbent carries 250 reviews — the moat a new listing must climb.