mens aftershave
Launch itA $5.0M/yr market growing +20.0% this quarter with returns at 0.5% — clears our launch bar.
Market size
Incredible£5.0M£5.0M/yr · 10.0M searches
Returns
Incredible0.5%return rate — above 6% kills the launch gate
Avg price
Incredible£24.39avg listing price — sweet spot $15–$100
Competition
Great25%top-5 click share — an open shelf
Price range
Great£3.15–£58.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good70%top-5 brand share — brands hold most of the demand
Growth
Okay+20.0%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.0%search→purchase rate — share of searches ending in a sale
Review moat
Bad10,252.48avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, mens aftershave is a £5.0M/yr Amazon United Kingdom market (10.0M searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 68/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
mens aftershave market data
- Units sold / yr
- 250K–300K
- avg 2,500–3,000/product
- Revenue / yr
- £6.1M–£7.3M
- units × avg price
- Launch success
- —
- 2 of 3 new (360d)
- Conversion rate
- 2.0%
- Avg BSR
- #117
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 66%
- Out of stock
- 2.1%
- Avg brand age
- 64 months
- Avg seller age
- 155 days
Competition & brand share
Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.Brands
25 falling
Sellers
294
Top-5 brand share
70%
Top 20: 98%
Top-5 click share
25%
Top 20: 56%
Open market
26%
- HUGO BOSS19%
- DKNY18%
- BOSS17%
- Calvin Klein12%
- paco rabanne4%
- Ted Baker4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +20.0% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 5.2×
Top mens aftershave search terms
- mens aftershave2.4M/yr
- aftershave men1.8M/yr
- perfume for men988K/yr
- aftershave729K/yr
- mens perfume597K/yr
- boss406K/yr
- mens aftershave sale clearance554K/yr
- men perfume293K/yr
- hugo boss337K/yr
- mens fragrances269K/yr
Top mens aftershave 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.
All 80 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mens DKNY GIANTS - 3pk Black/White/Grey
DKNY£16.074.3★3,903 rev
Mens DKNY GIANTS - 3pk Black/White/Grey
DKNY£16.004.3★3,903 rev
Paco by Paco Rabanne Eau de Toilette For Men 100ml
paco rabanne£23.374.2★7,745 rev
Calvin Klein CKIN2U For Him Eau de Toilette
Calvin Klein£13.894.6★27,767 rev
CALVIN KLEIN Eternity - After Shave for Men - Woody-Aromatic Fragrance - Nourishes and Cools After Shaving - 100 ml
Calvin Klein£12.514.5★5,492 rev
Newest
by launch date
Ann Summers Dark Desires Pheromone Perfume for Men (100ml Eau de Toilette) - Long-Lasting Mens Aftershave with Red Fruit & Jasmine - Bold Masculine Scent to Enhance Attraction
Ann Summers£14.9031 rev
BLUE DE CHAVNK Mens Cologne 50ml - Refreshing Long-Lasting Scent - Classic All-Day Masculine Perfume Spray
infrestyle£8.6028 rev
Versace Mens Miniature Collection Set 4 x 5ml
Versace£24.17208 rev
Perfum for Mens 100ml Eau De Spray 100ml by Modaleo Collections
modaleo£12.22510 rev
Ted Baker Skinwear Limited Edition Mens Eau de Toilette Fresh Citrus Woody Cologne with Lime Bergamot & Sandalwood Long Lasting Masculine Fragrance for Him 100ml
Ted Baker£10.49454 rev
Trending
90-day click momentum
BOSS Mens Tales Logo-Patch T-Shirt in Cotton Jersey
BOSS£21.734.5★
BOSS Mens Tshirt RN 3P Classic Three-Pack of Cotton Underwear T-Shirts with Logos
BOSS£25.974.3★
BOSS Mens Mix&Match Short CW Embroidered-Logo Shorts in Stretch Cotton
BOSS£22.874.3★
BOSS Mens TShirtRN 3P Classic Three-Pack of Logo Underwear T-Shirts in Cotton Jersey
BOSS£36.134.3★
BOSS Mens Polo Shirt Polo Shirt Short Sleeve Top Navy/Gold XXL
BOSS£42.744.6★
What buyers say about mens aftershave
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful fragrance”
“Great Value”
“Good quality arrived ontime will Buy again”
“Used this for years”
“ideal for a gift”
“Decent slim fit”
“Just what I wanted”
“Simple and easy”
“super hydrating on”
“Fresh and smooth”
What buyers complain about
“it smells disgusting”
“Spray broke on 1st use”
“Bad quality”
“Didnt fit”
“It has that expensive”
“Not as strong as described”
“Not the same as it was”
“Rash”
“Looked like a used product when opened”
“Bottle leaked everywhere”
Top return reasons
Common questions
- Is mens aftershave profitable to sell on Amazon United Kingdom?
- The niche generates £5.0M/yr across 80 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is +20.0%. Flapen's verdict: Launch it (68/100).
- How competitive is the mens aftershave niche?
- 25 brands and 294 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 70% of demand.
- What do buyers complain about in mens aftershave?
- Top complaints mined from reviews: Smell, Durability, Quality-Overall. The return rate is 0.5%.
- When does demand for mens aftershave peak?
- Demand peaks in Nov–Dec; the busiest month runs 5.2× the quietest.
- What does it cost to enter the mens aftershave niche?
- Listings span £3.15–£58.88; the average listing price is £24.39 (sweet spot $15–$100). The average incumbent carries 10,252 reviews — the moat a new listing must climb.