How competitive is the Mini Vaseline niche on Amazon United Kingdom?

2 brands and 113 sellers compete in Mini Vaseline on Amazon United Kingdom. The top 5 Mini Vaseline products take 100% of clicks and its top 5 brands hold 100% of demand.

What does it cost to enter the Mini Vaseline niche?

Mini Vaseline sells for £5.04 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.87–£9.09. The average incumbent carries 13,857 reviews — the moat a new listing must climb.

Mini Vaseline

a concentrated shelf (top 5 take 100% of clicks) — Mini Vaseline doesn't clear our bar today.

Flapen Score

Skip it

Ranks 2,047 of 2,481 Beauty niches · −8 vs the category median of 47

This niche Category average · 2,481 niches

Is Mini Vaseline profitable on Amazon?

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.

Mini Vaseline: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -15.3% over the last 90 days and 18.6% of searches end in a purchase.

£1.4M

revenue / yr

Units sold / yr250K

Search volume / yr-15.3%1.5M

Conversion rate18.6%

Avg price£5.04

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers2 · 113

Top-5 product click share100%

Open market0%

Avg brand age51 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 5 products

Top Mini Vaseline products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Vaseline Original Pure Petroleum Jelly

Price: £1.28
Rating: 4.7/5
Reviews: 19,302
Age: 18y ago

Vaseline Pure Petroleum Jelly 100% Pure Original - 13 Ounces

Price: £8.16
Rating: 4.7/5
Reviews: 23,284
Age: 10y ago

Vaseline Original Lip Therapy 20g

Price: £0.87
Rating: 4.7/5
Reviews: 1,872
Age: 12y ago

Vaseline Original Petroleum Jelly 250ml x3 Intensive Moisturiser for Dry Cracked Skin Skin Protectant for Hydration & Barrier Care Multi-Purpose Skincare

Price: £9.09
Rating: 4.7/5
Reviews: 1,545
Age: 1y ago

New Vaseline Petroleum Jelly 100 ml (Pack of 3)

Price: £5.79
Rating: 4.7/5
Reviews: 23,284
Age: 11y ago

Newest

by launch date

Vaseline Original Petroleum Jelly 250ml x3 Intensive Moisturiser for Dry Cracked Skin Skin Protectant for Hydration & Barrier Care Multi-Purpose Skincare

Price: £9.09
Rating: 4.7/5
Reviews: 1,545
Age: 1y ago

Vaseline Pure Petroleum Jelly 100% Pure Original - 13 Ounces

Price: £8.16
Rating: 4.7/5
Reviews: 23,284
Age: 10y ago

New Vaseline Petroleum Jelly 100 ml (Pack of 3)

Price: £5.79
Rating: 4.7/5
Reviews: 23,284
Age: 11y ago

Vaseline Original Lip Therapy 20g

Price: £0.87
Rating: 4.7/5
Reviews: 1,872
Age: 12y ago

Vaseline Original Pure Petroleum Jelly

Price: £1.28
Rating: 4.7/5
Reviews: 19,302
Age: 18y ago

Competition: brands, sellers & click share

The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

113

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

Vaseline93%
Brylcreem7%

Mini Vaseline demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.5MCVR18.6%Products5Brands2Top 5 Brands100%OOS Rate0.0%Rating4.7★Reviews13,857Avg BSR#98

Top Mini Vaseline search terms shoppers use

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

vaseline1.2M/yr -14.9%11.7% conv.
vaseline petroleum jelly100K/yr -9.1%11.4% conv.
mini vaseline39K/yr -3.3%1.5% conv.
petroleum jelly vaseline20K/yr -17.7%9.6% conv.
vasaline24K/yr -12.6%11.6% conv.
mini vaseline pots15K/yr -32.9%1.8% conv.
vaseline 250ml10K/yr +3.9%4.9% conv.
vaseline lip balm cocoa butter18K/yr -50.4%0.2% conv.
vaseline tub12K/yr -29.6%6.8% conv.
vaseline mini9K/yr -10.4%3.3% conv.

What reviews say buyers love and hate about Mini Vaseline

What buyers mention most, as a share of all reviews.

What buyers love

88% of reviews

Value For Money24%

“Good price”

Quality-Overall17%

“Overall, its a reliable product that does what its meant to do”

Moist/Dry11%

“Great moisturizer”

Advertised Vs Actual Product9%

“Does what its supposed to do”

Size-Overall8%

“Great size”

What buyers complain about

72% of reviews

Size-Overall14%

“Wrong size”

Oily/Greasy11%

“a bit to greasy”

Allergies10%

“This caused a bad reaction on my skin”

Advertised Vs Actual Product7%

“It is not what I expected”

Ease Of Use6%

“difficult to open”

Mini Vaseline return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

45%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

39%

2Value For Money

27%

3Product Condition

12%

4Advertised Vs Actual Product

5Quality-Overall

Common Mini Vaseline questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Mini Vaseline 39/100 on Amazon United Kingdom — Skip it. The niche generates £1.4M/yr across 5 tracked products. Search demand moved -15.3% over the last 90 days.

Mini Vaseline buyers on Amazon United Kingdom complain most about Size-Overall, Oily/Greasy, Allergies, the themes mined from the niche's reviews. Its return rate is 0.1%.