Is mens soap profitable to sell on Amazon United Kingdom?

The niche generates £127K/yr across 31 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Worth a look (56/100).

How competitive is the mens soap niche?

17 brands and 69 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 56% of demand.

What do buyers complain about in mens soap?

Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.1%.

When does demand for mens soap peak?

Demand peaks in Nov–Dec; the busiest month runs 4.4× the quietest.

What does it cost to enter the mens soap niche?

Listings span £0.67–£28.71; the average listing price is £12.61 (sweet spot $15–$100). The average incumbent carries 2,682 reviews — the moat a new listing must climb.

mens soap

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Brand share

Great56%

top-5 brand share — no brand owns this niche

Competition

Good42%

top-5 click share — leaders hold, buyers still browse

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good5.0%

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

Avg price

Good£12.61

avg listing price — sweet spot $15–$100

Price range

Okay£0.67–£28.71

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

Review moat

Okay2,682.42

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£127K

£127K/yr · 202K searches

Growth

Bad-4.4%

90-day search growth — must beat 0% to launch

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, mens soap is a £127K/yr Amazon United Kingdom market (202K searches/yr). The top 5 brands hold 56% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 56/100.

Data updated Jul 18, 2026 · scored weekly · How we score niches

mens soap market data

Units sold / yr: 10K–13K; avg 100–250/product
Revenue / yr: £126K–£158K; units × avg price
Conversion rate: 5.0%
Avg BSR: #148
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 8.8%
Avg brand age: 49 months
Avg seller age: 163 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 falling

Sellers

Top-5 brand share

56%

Top 20: 100%

Top-5 click share

42%

Top 20: 89%

Open market

36%

SHVYOG13%
Little Soap Company11%
Aura Naturals11%
Dr. Squatch11%
Rinse & Robust10%
VIKING REVOLUTION8%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.4% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.4×

Open Trend

Top mens soap search terms

mens soap78K/yr -2.3%4.4% conv.
mens soap bar40K/yr +1.6%3.6% conv.
soap for men15K/yr -2.6%4.8% conv.
mens soap bars uk13K/yr +1.0%4.2% conv.
natural soap for men13K/yr -27.0%4.4% conv.
men soap8K/yr -8.6%3.1% conv.
mens natural soap7K/yr -12.0%3.7% conv.
mens bar soap6K/yr +6.5%4.0% conv.
soap bar men5K/yr +14.1%5.2% conv.
soap men5K/yr -7.2%5.1% conv.

All search terms

Top mens soap 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

4 Pcs Natural Men`s Soap SHVYOG Men`s Bar Soap Handmade Exfoliating Deep Cleansing Refreshing Moisturizing Bar for Body & Face - Sandalwood Amber Mint Charcoal Turmeric 600g

SHVYOG£11.984.4★678 rev

Soap Bars Mens Set Gifts Fathers Day 6Pcs Handmade Cleansing Set Moisturizing & Exfoliating Scrub Soap Gift for Men All Skin Type 3.5 oz of 6 Different Scents Bars Idea Christmas Valentines Day Gifts

Rinse & Robust£14.374.3★3,984 rev

Eco Warrior Mens Edit All Over Body Soap Bar | Vegan Natural Cruelty-Free Eco Friendly | Free from SLS or Parabens | Nourishing Mens Soap with Shea Butter and Essential Oils | Mens Gifts 100g

Little Soap Company£2.554.6★625 rev

Aura Naturals Mens Soap Bar Pack of 4 - Sandalwood Lemon Activated Carbon & Chamomile Scented Men Soap Bar - 150g Exfoliating Soap for Men Natural Body Soap Gift Set

Aura Naturals£14.684.3★217 rev

Faith In Nature Natural Blue Cedar Hand Soap Bar Uplifting Vegan & Cruelty Free No SLS or Parabens 100g

FAITH IN NATURE£2.384.6★10,476 rev

Newest

by launch date

6Pcs Natural Soap Bars for Women & Men Handmade Soap Set Gentle Cleanse Moisturizing Nourishing Skin Bar Soaps for Body & Face for All Skin Types Gifts Idea Gift for Her/Him/Self Care

ZKONLY£11.9740 rev

8mo ago

Bristol Soap Company Artisan Soap Guest Size Man Bar Pack 8 Handmade Masculine Soaps with Exfoliants Shea Butter & Coconut Oil Cruelty-Free & Vegan Gift Set (8 x 30g)

B S C£10.1638 rev

10mo ago

Aura Naturals Mens Soap Bar Set of 4 - Mint Ironwood Mist Ginger & Neroli Tobacco & Vanilla Scented Men Soap for Exfoliating Face Wash Body & Shower - 150g Each - Luxury Man Spa Gift Pack

Aura Naturals£14.0037 rev

10mo ago

Bristol Soap Company Artisan Soap Man Bar Pack 5 Masculine Handmade Essential Oil Soaps Shea Butter & Coconut Oil Cruelty-Free & Vegan Gift Set

B S C£24.9215 rev

11mo ago

Dr. Squatch Natural Mens Bar Soap - Cold Process Body Soap Bar with Natural Oils - Gifts for Men - Birchwood Breeze Fresh Falls Wood Barrel Bourbon (142g 3 pack)

Dr. Squatch£20.361,228 rev

1y ago

What buyers say about mens soap

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

What buyers love

Smell33%

“Smell fresh”

Quality-Overall10%

“Excellent product”

Value For Money10%

“Excellent value for money”

Lather9%

“the soap lathers nicely”

Cleansing6%

“Cleans you well”

Moist/Dry3%

“Very moisturising”

Soft Feel3%

“find this is so soothing on my hands”

Durability3%

“Lasts for ages”

Gifting Purpose2%

“perfect for a gift”

Advertised Vs Actual Product2%

“As expected”

What buyers complain about

Smell35%

“Very very strong smell”

Value For Money9%

“expensive”

Size-Overall4%

“Soaps are very small in comparison to what they used to be”

Moist/Dry4%

“Dried my skin out”

Lather3%

“Low lather soap”

Allergies3%

“Skin, whole body having huge flare up, hot extremely itchy”

Advertised Vs Actual Product3%

“The pictures make them look huge which is a bit deceiving”

Durability3%

“Doesn't last”

Suitability Dry Skin2%

“it can be a little drying if I use it every day”

Color2%

“Colour me unimpressed”

Top return reasons

Smell43%

Size-Overall18%

Ingredients-Overall7%

Advertised Vs Actual Product7%

Product Condition4%

Moist/Dry4%

Quality-Overall4%

Texture/Consistency-Overall3%

Color3%

Eco Friendliness2%

Common questions

Is mens soap profitable to sell on Amazon United Kingdom?: The niche generates £127K/yr across 31 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Worth a look (56/100).
How competitive is the mens soap niche?: 17 brands and 69 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 56% of demand.
What do buyers complain about in mens soap?: Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.1%.
When does demand for mens soap peak?: Demand peaks in Nov–Dec; the busiest month runs 4.4× the quietest.
What does it cost to enter the mens soap niche?: Listings span £0.67–£28.71; the average listing price is £12.61 (sweet spot $15–$100). The average incumbent carries 2,682 reviews — the moat a new listing must climb.