---
title: "Mens Aftershave — £5.0M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/mens-aftershave"
last_updated: "2026-07-22T02:03:18.338Z"
locale: en
meta:
description: "Niche score 68/100 · £5.0M/yr market · 10.0M searches/yr · £24.39 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 68/100 · £5.0M/yr market · 10.0M searches/yr · £24.39 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Mens Aftershave — £5.0M/yr Amazon UK Niche (2026) - Flapen"
---
# **mens aftershave**
**Launch it**
A $5.0M/yr market growing +20.0% this quarter with returns at 0.5% — clears our launch bar.
Market size 97Growth 50Conversion 26Competition 90Returns 97Price range 78Avg price 95Brand share 59Review moat 22Quality gap 45
**Market size**
**Incredible****£5.0M**
£5.0M/yr · 10.0M searches
**Returns**
**Incredible****0.5%**
return rate — above 6% kills the launch gate
**Avg price**
**Incredible****£24.39**
avg listing price — sweet spot $15–$100
**Competition**
**Great****25%**
top-5 click share — an open shelf
**Price range**
**Great****£3.15–£58.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Good****70%**
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**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.0%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****10,252.48**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
700K500KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 5.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/mens-aftershave/trend)
## **Top mens aftershave search terms**
- **mens aftershave**2.4M/yr+32.0%1.9% conv. - **aftershave men**1.8M/yr+34.5%2.5% conv. - **perfume for men**988K/yr+2.9%1.1% conv. - **aftershave**729K/yr+34.4%2.0% conv. - **mens perfume**597K/yr+10.4%1.2% conv. - **boss**406K/yr+3.0%0.2% conv. - **mens aftershave sale clearance**554K/yr+28.8%2.8% conv. - **men perfume**293K/yr+2.2%1.1% conv. - **hugo boss**337K/yr+18.3%1.1% conv. - **mens fragrances**269K/yr+14.6%0.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/mens-aftershave/search-terms)
## **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.
0%3%£150K6%£300K9%£449K12%£599K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 80 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mens DKNY GIANTS - 3pk Black/White/Grey**DKNY**£16.07**4.3★3,903 rev](https://www.amazon.co.uk/dp/B09VY46VTJ) [2**Mens DKNY GIANTS - 3pk Black/White/Grey**DKNY**£16.00**4.3★3,903 rev](https://www.amazon.co.uk/dp/B09VY4Q4Q6) [3**Paco by Paco Rabanne Eau de Toilette For Men 100ml**paco rabanne**£23.37**4.2★7,745 rev](https://www.amazon.co.uk/dp/B000C217SA) [4**Calvin Klein CKIN2U For Him Eau de Toilette**Calvin Klein**£13.89**4.6★27,767 rev](https://www.amazon.co.uk/dp/B000VOLKEA) [5**CALVIN KLEIN Eternity - After Shave for Men - Woody-Aromatic Fragrance - Nourishes and Cools After Shaving - 100 ml**Calvin Klein**£12.51**4.5★5,492 rev](https://www.amazon.co.uk/dp/B000C1VTK2)
**~~View all top sellers →~~**
### **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**£14.90**31 rev7mo ago](https://www.amazon.co.uk/dp/B0G5YT7NBQ) [**BLUE DE CHAVNK Mens Cologne 50ml - Refreshing Long-Lasting Scent - Classic All-Day Masculine Perfume Spray**infrestyle**£8.60**28 rev8mo ago](https://www.amazon.co.uk/dp/B0G2BYS9GZ) [**Versace Mens Miniature Collection Set 4 x 5ml**Versace**£24.17**208 rev10mo ago](https://www.amazon.co.uk/dp/B0FPBLHMYG) [**Perfum for Mens 100ml Eau De Spray 100ml by Modaleo Collections**modaleo**£12.22**510 rev1y ago](https://www.amazon.co.uk/dp/B0DH51BYXC) [**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**£10.49**454 rev1y ago](https://www.amazon.co.uk/dp/B0DSLPSQPR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BOSS Mens Tales Logo-Patch T-Shirt in Cotton Jersey**BOSS**£21.73**4.5★**▲ 336%**](https://www.amazon.co.uk/dp/B0C3JFRBZL) [**BOSS Mens Tshirt RN 3P Classic Three-Pack of Cotton Underwear T-Shirts with Logos**BOSS**£25.97**4.3★**▲ 324%**](https://www.amazon.co.uk/dp/B09QM9ZH92) [**BOSS Mens Mix&Match Short CW Embroidered-Logo Shorts in Stretch Cotton**BOSS**£22.87**4.3★**▲ 321%**](https://www.amazon.co.uk/dp/B0C3N6Z2NR) [**BOSS Mens TShirtRN 3P Classic Three-Pack of Logo Underwear T-Shirts in Cotton Jersey**BOSS**£36.13**4.3★**▲ 320%**](https://www.amazon.co.uk/dp/B0BQ58JC4T) [**BOSS Mens Polo Shirt Polo Shirt Short Sleeve Top Navy/Gold XXL**BOSS**£42.74**4.6★**▲ 318%**](https://www.amazon.co.uk/dp/B0C3MMYJ68)
**~~View all trending →~~**
## **What buyers say about mens aftershave**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**58%
*“Beautiful fragrance”*
**Value For Money**14%
*“Great Value”*
**Quality-Overall**10%
*“Good quality arrived ontime will Buy again”*
**Durability**3%
*“Used this for years”*
**Gifting Purpose**2%
*“ideal for a gift”*
**Size-Overall**2%
*“Decent slim fit”*
**Advertised Vs Actual Product**2%
*“Just what I wanted”*
**Ease Of Use**0%
*“Simple and easy”*
**Moist/Dry**0%
*“super hydrating on”*
**Soft Feel**0%
*“Fresh and smooth”*
### **What buyers complain about **
**Smell**42%
*“it smells disgusting”*
**Durability**15%
*“Spray broke on 1st use”*
**Quality-Overall**7%
*“Bad quality”*
**Size-Overall**5%
*“Didnt fit”*
**Value For Money**4%
*“It has that expensive”*
**Strength**2%
*“Not as strong as described”*
**Advertised Vs Actual Product**2%
*“Not the same as it was”*
**Allergies**1%
*“Rash”*
**Product Condition**1%
*“Looked like a used product when opened”*
**Leak-Proof**1%
*“Bottle leaked everywhere”*
### **Top return reasons **
**Smell**37%
**Size-Overall**24%
**Quality-Overall**6%
**Value For Money**5%
**Advertised Vs Actual Product**4%
**Durability**3%
**Defective Material/Parts**3%
**Product Condition**2%
**Leak-Proof**2%
**Functionality-Overall**2%
## **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.
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