moisturising cream
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible16.3%search→purchase rate — share of searches ending in a sale
Market size
Good£816K£816K/yr · 1.0M searches
Growth
Okay+10.8%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad4,325avg incumbent reviews — the moat a new listing must climb
Competition
Bad74%top-5 click share — a locked-up shelf
Avg price
Bad£4.97avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.86–£12.20cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, moisturising cream is a £816K/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Mar–Apr–May–Jun. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
moisturising cream market data
- Units sold / yr
- 150K–200K
- avg 8,000–10,000/product
- Revenue / yr
- £746K–£994K
- units × avg price
- Conversion rate
- 16.3%
- Avg BSR
- #172
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 79%
- Out of stock
- 0.0%
- Avg brand age
- 60 months
- Avg seller age
- 149 days
Competition & brand share
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 rising
Sellers
132
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
0%
- Simple74%
- E4523%
- BYOMA3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.8% search growth over the last 90 days.Peak months: Feb, Mar, Apr, May, Jun · busiest ÷ quietest = 3.4×
Top moisturising cream search terms
- simple moisturiser370K/yr
- simple222K/yr
- e45 moisturising lotion129K/yr
- e45 lotion40K/yr
- simple face cream33K/yr
- simple skincare34K/yr
- simple hydrating light moisturiser17K/yr
- non comedogenic moisturizer24K/yr
- simple face moisturiser19K/yr
- simple light moisturiser13K/yr
Top moisturising cream 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 14 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
E45 Moisturising Lotion 500 ml for Dry & Sensitive Skin - Long-Lasting Hydration Protect from Dryness Reduce Redness - Dermatological Body Moisturiser Lotion - Body Lotion - Daily Moisturiser
E45£5.404.7★18,632 rev
Simple Kind to Skin Replenishing Rich Lotion Moisturiser with Pro-Vitamins B5 + E for Dry Sensitive Skin 125 ml
Simple£1.974.8★438 rev
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£5.254.7★115 rev
Simple Triple Protect Moisturiser SPF 30 3x Protection from UVA/UVB Blue Light & Pollution with Vitamin C & E Brightens Dull Sensitive Skin for a Glowing Complexion 40 ml
Simple£3.374.3★4,557 rev
Newest
by launch date
Simple Repair+ Facial Moisturiser pro-ceramides + cica relieves redness and repairs skin barrier 50 ml
Simple£5.59133 rev
Simple Glow+ Facial Moisturiser Face Brightening Cream for boosting Radiance with Vitamin C + Glutathione Sensitive Skin Moisturiser 50 ml
Simple£5.36118 rev
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
Simple Kind to Skin Replenishing Rich Moisturizer with Skin Smoothing Active for 12 Hours Hydration & Moisturization 125ml Pack of 3
Simple£8.58177 rev
BYOMA Moisturising Gel Cream (50ml) Lightweight Oil Free Daily Moisturiser with Barrier Repair Niacinamide and Green Tea for All Skin Types - Alcohol Free Vegan
BYOMA£9.505,267 rev
Trending
90-day click momentum
Simple Kind to Skin Hydrating Light Moisturiser 125 ml Pack of 6
Simple£12.204.4★
E45 Moisturising Lotion 200 ml Daily Body Moisturiser for Dry & Sensitive Skin Long-Lasting Hydration to Soothe Protect & Restore Softness
E45£2.664.7★
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£5.254.7★
Simple Kind to Skin Replenishing Rich Moisturizer with Skin Smoothing Active for 12 Hours Hydration & Moisturization 125ml Pack of 3
Simple£8.584.6★
Simple Triple Protect Moisturiser SPF 30 3x Protection from UVA/UVB Blue Light & Pollution with Vitamin C & E Brightens Dull Sensitive Skin for a Glowing Complexion 40 ml
Simple£3.374.3★
What buyers say about moisturising cream
What buyers praise and complain about, mined from review topics.What buyers love
“Good moisturiser”
“Good for the price”
“Excellent product”
“Great for Combination Skin”
“Nice and smooth”
“Does what it says”
“Gentle on sensitive dry skin”
“easily absorbed”
“Easy to use x”
“Good size”
What buyers complain about
“Skin didnt feel particularly hydrated either”
“Had an allergic reaction”
“smells chemically”
“it just ends up balling up on the skin surface”
“Hella cheap for how good it is”
“Not worth the price”
“it burns on my face”
“does not absorb”
“Product with a different label arrived looks a similar product”
“which isn't easy”
Top return reasons
Common questions
- Is moisturising cream profitable to sell on Amazon United Kingdom?
- The niche generates £816K/yr across 14 tracked products. 90-day search growth is +10.8%. Flapen's verdict: Skip it (45/100).
- How competitive is the moisturising cream niche?
- 3 brands and 132 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in moisturising cream?
- Top complaints mined from reviews: Moist/Dry, Allergies, Smell. The return rate is 0.0%.
- When does demand for moisturising cream peak?
- Demand peaks in Feb–Mar–Apr–May–Jun; the busiest month runs 3.4× the quietest.
- What does it cost to enter the moisturising cream niche?
- Listings span £1.86–£12.20; the average listing price is £4.97 (sweet spot $15–$100). The average incumbent carries 4,325 reviews — the moat a new listing must climb.