moisturiser
Launch itA $2.3M/yr market growing +1.9% this quarter with returns at 0.1% — clears our launch bar.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£2.3M£2.3M/yr · 3.8M searches
Conversion
Great8.7%search→purchase rate — share of searches ending in a sale
Competition
Great39%top-5 click share — an open shelf
Brand share
Good73%top-5 brand share — brands hold most of the demand
Price range
Okay£1.87–£21.21cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Okay+1.9%90-day search growth — must beat 0% to launch
Review moat
Bad12,109avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.07avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, moisturiser is a £2.3M/yr Amazon United Kingdom market (3.8M searches/yr). The top 5 brands hold 73% of demand. Demand peaks in Nov. Verdict: Launch it — 60/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
moisturiser market data
- Units sold / yr
- 300K–400K
- avg 6,000–8,000/product
- Revenue / yr
- £2.1M–£2.8M
- units × avg price
- Conversion rate
- 8.7%
- Avg BSR
- #56
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 94%
- Out of stock
- 1.9%
- Avg brand age
- 55 months
- Avg seller age
- 148 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
16 falling
Sellers
297
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
39%
Top 20: 83%
Open market
21%
- Simple23%
- CeraVe23%
- medicube10%
- Aveeno8%
- NIVEA8%
- Neutrogena6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.9% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 3.4×
Top moisturiser search terms
- moisturiser981K/yr
- face cream628K/yr
- face moisturiser433K/yr
- simple moisturiser370K/yr
- moisturiser face women353K/yr
- cerave moisturising lotion108K/yr
- face cream for women157K/yr
- moisturiser face138K/yr
- face moisturisers91K/yr
- moisturizer75K/yr
Top moisturiser 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Simple Kind to Skin Hydrating Light Moisturiser Skin Care Product with Pro-Vitamins B5 and E for 12-Hour Moisturisation 125 ml
Simple£1.874.6★19,271 rev
Aveeno Face Calm+Restore Oat Gel Moisturiser (1x 50ml) Face Moisturiser to Instantly Soothe and Replenish the Skins Moisture Barrier Intensely Nourishing Day Cream Suitable for Sensitive Skin
Aveeno£6.674.5★7,542 rev
medicube Triple Collagen Cream Hydrating & Firming Moisturiser With Hyaluronic Acid Premium Elastin Shea Butter Wrinkle Care 1.69 Oz Triple Collagen Cream
medicube£12.194.6★8,839 rev
CeraVe Moisturising Lotion with Ceramides for Normal to Dry Skin 473ml
CeraVe£10.804.7★9,500 rev
CeraVe Moisturising Lotion with Ceramides for Normal to Dry Skin 236ml
CeraVe£7.634.6★45,905 rev
Newest
by launch date
Simple Hydrate+ Facial Moisturiser Hydrating Actives + Hyaluronic Acid Multi-Layer* Hydration up to 100 Hours Gel Cream Day Moisturiser for Sensitive Skin 50 ml
Simple£5.25115 rev
CeraVe Moisturising Lotion Refill for Dry to Very Dry Skin 473ml
CeraVe£10.631,044 rev
medicube Collagen Jelly Cream- Niacinamide & Freeze-Dried Hydrolyzed Collagen - Boosts skins barrier hydration and gives 24h Glow & Lifted Look - Korean skincare (1.69 Fl Oz)
medicube£9.6731,187 rev
CeraVe Moisturising Lotion with Ceramides for Dry to Very Dry Skin 562ml
CeraVe£13.11725 rev
medicube Triple Collagen Cream Hydrating & Firming Moisturiser With Hyaluronic Acid Premium Elastin Shea Butter Wrinkle Care 1.69 Oz Triple Collagen Cream
medicube£12.198,839 rev
Trending
90-day click momentum
NIVEA Rich Nourishing Body Lotion (625ml) Rich 72H Hydration Moisturiser for Dry Skin Made with Deep Moisture Serum and Almond Oil Extra Large NIVEA Body Lotion
NIVEA£3.564.7★
CeraVe Moisturising Lotion with Ceramides for Dry to Very Dry Skin 562ml
CeraVe£13.114.7★
medicube Triple Collagen Cream Hydrating & Firming Moisturiser With Hyaluronic Acid Premium Elastin Shea Butter Wrinkle Care 1.69 Oz Triple Collagen Cream
medicube£12.194.6★
NIVEA Refreshing Day Face Cream SPF 30 (50ml) Hydrating Face Moisturiser with Aloe Vera and Hyaluronic Acid Moisturiser with SPF for Normal Skin
NIVEA£2.124.6★
medicube Collagen Jelly Cream- Niacinamide & Freeze-Dried Hydrolyzed Collagen - Boosts skins barrier hydration and gives 24h Glow & Lifted Look - Korean skincare (1.69 Fl Oz)
medicube£9.674.3★
What buyers say about moisturiser
What buyers praise and complain about, mined from review topics.What buyers love
“Super hydrating”
“Luxury quality at affordable price”
“Very affordable”
“Buttery Soft”
“Excellent on my combination skin :”
“Good for Dry skin”
“Fragrance free”
“Easily absorbed”
“Skin glowing”
“Good texture”
What buyers complain about
“makes skin dry”
“Caused rash”
“drying on skin”
“Not fragrance free”
“Its still sticky”
“Burnt my face”
“Overpriced”
“Goes on quite thick”
“it is really big”
“a strange texture”
Top return reasons
Common questions
- Is moisturiser profitable to sell on Amazon United Kingdom?
- The niche generates £2.3M/yr across 36 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.9%. Flapen's verdict: Launch it (60/100).
- How competitive is the moisturiser niche?
- 16 brands and 297 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in moisturiser?
- Top complaints mined from reviews: Moist/Dry, Allergies, Suitability Dry Skin. The return rate is 0.1%.
- When does demand for moisturiser peak?
- Demand peaks in Nov; the busiest month runs 3.4× the quietest.
- What does it cost to enter the moisturiser niche?
- Listings span £1.87–£21.21; the average listing price is £7.07 (sweet spot $15–$100). The average incumbent carries 12,109 reviews — the moat a new listing must climb.