molly mae
Worth a lookShows low returns (0.1%), but soft demand (-72.7% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Great264.48avg incumbent reviews — the moat a new listing must climb
Market size
Great£1.3M£1.3M/yr · 1.4M searches
Conversion
Great7.9%search→purchase rate — share of searches ending in a sale
Competition
Great37%top-5 click share — an open shelf
Avg price
Good£12.39avg listing price — sweet spot $15–$100
Price range
Good£2.29–£27.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-72.7%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, molly mae is a £1.3M/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
molly mae market data
- Units sold / yr
- 40K–50K
- avg 1,000–1,250/product
- Revenue / yr
- £496K–£620K
- units × avg price
- Conversion rate
- 7.9%
- Avg BSR
- #116
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 79%
- Out of stock
- 8.8%
- Avg brand age
- 43 months
- Avg seller age
- 159 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
3 flat
Sellers
91
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
37%
Top 20: 87%
Open market
0%
- Comfort58%
- FILTER BY MOLLY-MAE30%
- Persil12%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 15 weeks — -72.7% search growth over the last 90 days.Top molly mae search terms
- comfort scent booster55K/yr
- molly140K/yr
- molly mae tan40K/yr
- molly mae893K/yr
- filter by molly mae20K/yr
- persil heaven scent32K/yr
- heaven scent21K/yr
- persil pure heaven scent13K/yr
- comfort pure heaven scent20K/yr
- comfort heaven scent14K/yr
Top molly mae 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
Filter by Molly-Mae Self Tanning Mousse | Medium Shade | Streak-Free Sunless Tan Foam | Natural Golden Glow | Vegan-Friendly & Cruelty Free | Lightweight Fast-Drying & Hydrating Formula | 200ml
FILTER BY MOLLY-MAE£17.634.3★550 rev
Comfort Fresh Blue Skies Scent Booster with ScentLock Technology Elixir for up to 10x More Freshness* 460 ml
Comfort£2.784.7★310 rev
Filter by Molly-Mae Self Tanning Mousse | Dark Shade | Streak-Free Self Tan Foam | Natural Looking Buildable Glow | Fast Drying Moisturising Skin-Friendly Tanner | Vegan & Cruelty Free | 200ml
FILTER BY MOLLY-MAE£17.624.3★550 rev
Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 736 ml
Comfort£4.454.5★73 rev
Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 828 ml
Comfort£4.954.6★197 rev
Newest
by launch date
Persil Ultimate Capsules Heaven Scent 44 Washes
Persil£10.062 rev
Persil Pure Heaven Scent Pearls Non-Bio Laundry Detergent Capsules 19 Washes Each Gentle on Skin Powerful Stain Removal Long-Lasting Fresh Fragrance 3 Pack Family Value Cleaning Pods
Persil£26.682 rev
Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 736 ml
Comfort£4.4573 rev
Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 828 ml
Comfort£4.95197 rev
Comfort Botanical Heavenly Fresh Scent Booster Elixir up to 10x more fragrance* infuses laundry with long-lasting freshness 736 ml
Comfort£4.7646 rev
Trending
90-day click momentumPersil Ultimate Capsules Heaven Scent 44 Washes
Persil£10.065.0★
Comfort Fresh Blue Skies Scent Booster with ScentLock Technology Elixir for up to 10x More Freshness* 736 ml
Comfort£4.534.7★
Comfort Fresh Tropical Lily Scent Booster with ScentLock Technology Elixir for up to 10x More Freshness* 736 ml
Comfort£4.574.5★
Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 736 ml
Comfort£4.454.5★
Persil Pure Heaven Scent Pearls Non-Bio Laundry Detergent Capsules 19 Washes Each Gentle on Skin Powerful Stain Removal Long-Lasting Fresh Fragrance 3 Pack Family Value Cleaning Pods
Persil£26.685.0★
What buyers say about molly mae
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful fragrance”
“Great value”
“Excellent product”
“has a beautiful colour”
“Softener”
“It washes well on a quick wash”
“Comfort”
“Arrived as described”
“It cleans clothes thoroughly”
“easy to use”
What buyers complain about
“Not a strong smell”
“Expensive”
“Awful looks orange and patchy”
“The bottle is short”
“has extremely sensitive skin”
“it does not last long”
“Smashed and leaking”
“if air drying inside or outside the washing ends up feeling quite rough and especially t shirts and cotton items literally feel hard and crunchy, not sure how else to describe it”
“Doesnt do what it says on the tin”
“Not very strong”
Top return reasons
Common questions
- Is molly mae profitable to sell on Amazon United Kingdom?
- The niche generates £1.3M/yr across 33 tracked products. 7 of 10 products launched in the last 360 days are still selling. 90-day search growth is -72.7%. Flapen's verdict: Worth a look (55/100).
- How competitive is the molly mae niche?
- 3 brands and 91 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in molly mae?
- Top complaints mined from reviews: Smell, Value For Money, Color. The return rate is 0.1%.
- What does it cost to enter the molly mae niche?
- Listings span £2.29–£27.64; the average listing price is £12.39 (sweet spot $15–$100). The average incumbent carries 264 reviews — the moat a new listing must climb.