---
title: "Molly Mae — £1.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/molly-mae"
last_updated: "2026-08-09T07:19:29.337Z"
locale: en
meta:
description: "Niche score 55/100 · £1.3M/yr market · 1.4M searches/yr · £12.39 avg price. Soft demand (-72.7% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £1.3M/yr market · 1.4M searches/yr · £12.39 avg price. Soft demand (-72.7% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Molly Mae — £1.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **molly mae**
**Worth a look**
Shows low returns (0.1%), but soft demand (-72.7% this quarter) keeps it on the watch list.
Market size 83Growth 0Conversion 78Competition 78Returns 99Price range 50Avg price 53Brand share 0Review moat 87Quality gap 33
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****264.48**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Great****£1.3M**
£1.3M/yr · 1.4M searches
**Conversion**
**Great****7.9%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Avg price**
**Good****£12.39**
avg listing price — sweet spot $15–$100
**Price range**
**Good****£2.29–£27.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-72.7%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KApr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/beauty/molly-mae/trend)
## **Top molly mae search terms**
- **comfort scent booster**55K/yr+3.2%10.2% conv. - **molly**140K/yr-62.3%0.0% conv. - **molly mae tan**40K/yr+16.9%12.4% conv. - **molly mae**893K/yr-97.0%0.5% conv. - **filter by molly mae**20K/yr+16.5%8.0% conv. - **persil heaven scent**32K/yr+7.4%4.7% conv. - **heaven scent**21K/yr-9.8%5.5% conv. - **persil pure heaven scent**13K/yr+50.3%3.4% conv. - **comfort pure heaven scent**20K/yr+2.3%4.6% conv. - **comfort heaven scent**14K/yr-7.0%5.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/molly-mae/search-terms)
## **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.
0%3%£40K6%£80K9%£120K12%£160K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£17.63**4.3★550 rev](https://www.amazon.co.uk/dp/B0DJR7DMMM) [2**Comfort Fresh Blue Skies Scent Booster with ScentLock Technology Elixir for up to 10x More Freshness* 460 ml**Comfort**£2.78**4.7★310 rev](https://www.amazon.co.uk/dp/B0DY85JWXL) [3**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**£17.62**4.3★550 rev](https://www.amazon.co.uk/dp/B0DJR7KBCD) [4**Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 736 ml**Comfort**£4.45**4.5★73 rev](https://www.amazon.co.uk/dp/B0FK5PXM6L) [5**Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 828 ml**Comfort**£4.95**4.6★197 rev](https://www.amazon.co.uk/dp/B0FKBTQYLJ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Persil Ultimate Capsules Heaven Scent 44 Washes**Persil**£10.06**2 rev4mo ago](https://www.amazon.co.uk/dp/B0GRWFVMVN) [**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**£26.68**2 rev9mo ago](https://www.amazon.co.uk/dp/B0FVMBHYBD) [**Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 736 ml**Comfort**£4.45**73 rev11mo ago](https://www.amazon.co.uk/dp/B0FK5PXM6L) [**Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 828 ml**Comfort**£4.95**197 rev11mo ago](https://www.amazon.co.uk/dp/B0FKBTQYLJ) [**Comfort Botanical Heavenly Fresh Scent Booster Elixir up to 10x more fragrance* infuses laundry with long-lasting freshness 736 ml**Comfort**£4.76**46 rev11mo ago](https://www.amazon.co.uk/dp/B0FKBW2PGH)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Persil Ultimate Capsules Heaven Scent 44 Washes**Persil**£10.06**5.0★**▲ 263%**](https://www.amazon.co.uk/dp/B0GRWFVMVN) [**Comfort Fresh Blue Skies Scent Booster with ScentLock Technology Elixir for up to 10x More Freshness* 736 ml**Comfort**£4.53**4.7★**▲ 158%**](https://www.amazon.co.uk/dp/B0FK5N88FS) [**Comfort Fresh Tropical Lily Scent Booster with ScentLock Technology Elixir for up to 10x More Freshness* 736 ml**Comfort**£4.57**4.5★**▲ 153%**](https://www.amazon.co.uk/dp/B0FK5LC4G9) [**Comfort Pure Heaven Scent Scent Booster Dermatologist-Recommended Long Lasting Fragrance Elixir Gentle next to Sensitive Skin 736 ml**Comfort**£4.45**4.5★**▲ 126%**](https://www.amazon.co.uk/dp/B0FK5PXM6L) [**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**£26.68**5.0★**▲ 88%**](https://www.amazon.co.uk/dp/B0FVMBHYBD)
**~~View all trending →~~**
## **What buyers say about molly mae**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**61%
*“Beautiful fragrance”*
**Value For Money**10%
*“Great value”*
**Quality-Overall**5%
*“Excellent product”*
**Color**2%
*“has a beautiful colour”*
**Soft Feel**2%
*“Softener”*
**Washability**2%
*“It washes well on a quick wash”*
**Comfort-Overall**1%
*“Comfort”*
**Advertised Vs Actual Product**1%
*“Arrived as described”*
**Ease Of Cleaning**1%
*“It cleans clothes thoroughly”*
**Ease Of Use**1%
*“easy to use”*
### **What buyers complain about **
**Smell**35%
*“Not a strong smell”*
**Value For Money**7%
*“Expensive”*
**Color**5%
*“Awful looks orange and patchy”*
**Size-Overall**4%
*“The bottle is short”*
**Allergies**4%
*“has extremely sensitive skin”*
**Durability**3%
*“it does not last long”*
**Leak-Proof**3%
*“Smashed and leaking”*
**Washability**2%
*“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”*
**Advertised Vs Actual Product**2%
*“Doesnt do what it says on the tin”*
**Strength**1%
*“Not very strong”*
### **Top return reasons **
**Leak-Proof**31%
**Smell**19%
**Color**10%
**Value For Money**7%
**Advertised Vs Actual Product**5%
**Dilute/Watery**4%
**Dispensing Mechanism**3%
**Size-Overall**2%
**Motor Power**2%
**Quality-Overall**2%
## **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.
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