mini vaseline
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible18.6%search→purchase rate — share of searches ending in a sale
Market size
Great£1.4M£1.4M/yr · 1.5M searches
Review moat
Bad13,857.4avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-15.3%90-day search growth — must beat 0% to launch
Avg price
Bad£5.04avg listing price — sweet spot $15–$100
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£0.87–£9.09cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mini vaseline is a £1.4M/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 39/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
mini vaseline market data
- Units sold / yr
- 200K–250K
- avg 25,000–30,000/product
- Revenue / yr
- £1.0M–£1.3M
- units × avg price
- Conversion rate
- 18.6%
- Avg BSR
- #98
- Page quality
- 0%
- Prime
- 60%
- Sponsored
- 40%
- Out of stock
- 0.0%
- Avg brand age
- 51 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
113
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- Vaseline93%
- Brylcreem7%
Demand
Weekly Amazon search volume, last 45 weeks — -15.3% search growth over the last 90 days.Top mini vaseline search terms
- vaseline1.2M/yr
- vaseline petroleum jelly100K/yr
- mini vaseline39K/yr
- petroleum jelly vaseline20K/yr
- vasaline24K/yr
- mini vaseline pots15K/yr
- vaseline 250ml10K/yr
- vaseline lip balm cocoa butter18K/yr
- vaseline tub12K/yr
- vaseline mini9K/yr
Top mini vaseline 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 5 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vaseline Original Pure Petroleum Jelly
Vaseline£1.284.7★19,302 rev
Vaseline Pure Petroleum Jelly 100% Pure Original - 13 Ounces
Vaseline£8.164.7★23,284 rev
Vaseline Original Lip Therapy 20g
Brylcreem£0.874.7★1,872 rev
Vaseline Original Petroleum Jelly 250ml x3 Intensive Moisturiser for Dry Cracked Skin Skin Protectant for Hydration & Barrier Care Multi-Purpose Skincare
Vaseline£9.094.7★1,545 rev
New Vaseline Petroleum Jelly 100 ml (Pack of 3)
Vaseline£5.794.7★23,284 rev
Newest
by launch dateVaseline Original Petroleum Jelly 250ml x3 Intensive Moisturiser for Dry Cracked Skin Skin Protectant for Hydration & Barrier Care Multi-Purpose Skincare
Vaseline£9.091,545 rev
Vaseline Pure Petroleum Jelly 100% Pure Original - 13 Ounces
Vaseline£8.1623,284 rev
New Vaseline Petroleum Jelly 100 ml (Pack of 3)
Vaseline£5.7923,284 rev
Vaseline Original Lip Therapy 20g
Brylcreem£0.871,872 rev
Vaseline Original Pure Petroleum Jelly
Vaseline£1.2819,302 rev
Trending
90-day click momentumVaseline Original Pure Petroleum Jelly
Vaseline£1.284.7★
New Vaseline Petroleum Jelly 100 ml (Pack of 3)
Vaseline£5.794.7★
Vaseline Original Petroleum Jelly 250ml x3 Intensive Moisturiser for Dry Cracked Skin Skin Protectant for Hydration & Barrier Care Multi-Purpose Skincare
Vaseline£9.094.7★
Vaseline Pure Petroleum Jelly 100% Pure Original - 13 Ounces
Vaseline£8.164.7★
Vaseline Original Lip Therapy 20g
Brylcreem£0.874.7★
What buyers say about mini vaseline
What buyers praise and complain about, mined from review topics.What buyers love
“Good price”
“Overall, its a reliable product that does what its meant to do”
“Great moisturizer”
“Does what its supposed to do”
“Great size”
“Easy to use”
“Been using for years”
“Very good for my child dry skin”
“Just as good for your face as usual”
“Really good to keep skin healthy without perfumes and irritating chemicals”
What buyers complain about
“Wrong size”
“a bit to greasy”
“This caused a bad reaction on my skin”
“It is not what I expected”
“difficult to open”
“After application, it doesn't feel like I've put anything on”
“Dry lips”
“Came used”
“I didnt realise that the company tested on animals”
“has the texture of something youd expect to find in an engine rather than a bathroom cabinet —”
Top return reasons
Common questions
- Is mini vaseline profitable to sell on Amazon United Kingdom?
- The niche generates £1.4M/yr across 5 tracked products. 90-day search growth is -15.3%. Flapen's verdict: Skip it (39/100).
- How competitive is the mini vaseline niche?
- 2 brands and 113 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in mini vaseline?
- Top complaints mined from reviews: Size-Overall, Oily/Greasy, Allergies. The return rate is 0.1%.
- What does it cost to enter the mini vaseline niche?
- Listings span £0.87–£9.09; the average listing price is £5.04 (sweet spot $15–$100). The average incumbent carries 13,857 reviews — the moat a new listing must climb.