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Milky Toner

Fail

Demand is soft, at -15.1% this quarter, so Milky Toner is a Fail.

Flapen Score
43
43 / 100
Ranks 1,655 of 2,481 Beauty niches · −4 vs the category median of 47
Market size
£152K/yr249K searches / yr
90-day growth
-15.1%search demand this quarter
Competition
70%top-5 click share · 12 brands · 84 sellers

Flapen Score

Milky Toner against its category

The dotted line is the Beauty average. Past it, Milky Toner is stronger. Inside it, weaker.

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Milky Toner market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Milky Toner 249K times last year and spent an estimated £152K. The top 5 brands take 74% of clicks. Flapen scores it 43 out of 100, a Fail.

01 · Demand

An estimated 4.6% of those searches ended in a purchase.

Shoppers searched for this 249K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 4.6% of those searches ended in a purchase. Searches in the last 90 days moved -15.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £152K a year.

Searches, last 12 months
249K
Growth, 90 days vs prior 90
-15.1%
Conversion, latest week
4.6%
Market size, estimated
£152Ka year
Top search term
milky toner124K searches a year

02 · Price

A sale here is worth £13.20.

Listings sell for £13.20 on average, from £5.59 to £25.81. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £13.20 that is £3K to £7K a year per listing.

Average price
£13.20under the $15 to $100 sweet spot
Price range
£5.59–£25.81
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

85% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 1.3% of listings are out of stock. The average listing ranks #133 within Face. It carries 3,092 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
85%
Prime listings
92%
Out of stock, average day
1.3%
Average rank
#133in Face
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,092per listing
Listings tracked
13

04 · Newcomers

3 of last year's 3 launches cleared the first-year sales bar.

3 products launched here in the last 12 months. 3 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 50 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
3Amazon's first-year sales bar
Average brand age
50 months

Products

Top Milky Toner products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 70% of clicks. A locked shelf that new listings rarely crack.

Brands

12 falling

Sellers

84

Top-5 brand share

74%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

21%

  • Brand 125%
  • Brand 219%
  • Brand 312%
  • Brand 410%
  • Brand 58%
  • Brand 66%

Demand

Milky Toner search demand

Weekly searches over the year, seasonality beneath. Pick a range.

18K13KBlack Friday '25Spike '26NovDecJanFebMarAprMayJunJul

No pronounced peak months · busiest ÷ quietest = 4.1× · 9 of 12 months tracked

Search terms

Top Milky Toner search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • milky toner124K/yr
  • thayers milky toner51K/yr
  • milk toner32K/yr
  • laneige cream skin toner8K/yr
  • bubble milky toner7K/yr
  • laneige toner7K/yr
  • milky toner korean3K/yr
  • milk toner korean4K/yr
  • hydrating milky toner4K/yr
  • laneige milk toner3K/yr

Reviews and returns

What reviews say buyers love and hate about Milky Toner

We read the reviews and the return reasons for every product selling here.

22%of positive reviews mention “Moist/Dry”
22%of negative reviews mention “Allergies”
0.1%of orders come back
“it gives me a rash”
A buyer, on “Allergies”22% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

21 topics

NegativePositive

FAQ

Common Milky Toner questions

Answered from the same tracked data.