natural deodorant
Skip itA deep review moat (11,600 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Conversion
Great7.3%search→purchase rate — share of searches ending in a sale
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Market size
Okay£213K£213K/yr · 390K searches
Price range
Okay£2.82–£20.67cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+4.6%90-day search growth — must beat 0% to launch
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Review moat
Bad11,599.67avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.48avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, natural deodorant is a £213K/yr Amazon United Kingdom market (390K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 49/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- £187K–£224K
- units × avg price
- Launch success
- —
- 1 of 1 new (360d)
- Conversion rate
- 7.3%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 1.2%
- Avg brand age
- 68 months
- Avg seller age
- 159 days
Competition
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
39
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
59%
Top 20: 100%
Open market
8%
- Salt Of the Earth55%
- the natural DEODORANT co10%
- MooGoo9%
- Mitchum8%
- The Ilex Wood7%
- Native3%
- Open — no brand owns it (3 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +4.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Salt of the Earth - Natural Deodorant Roll On - Lavender & Vanilla - 100% Natural Origin Ingredients - Vegan -Suitable for Men Women & Kids - 75ml
Salt Of the Earth£4.474.3★12,534 rev
Salt of the Earth - Natural Deodorant Roll On - Ocean & Coconut - 100% Natural Origin Ingredients - Vegan - Suitable for Men Women & Kids - 75ml
Salt Of the Earth£5.294.3★12,534 rev
MooGoo Natural Deodorant Lemon Myrtle - Non-Irritating Bicarb & Aluminium-Free Roll-On Odour Control for Adults & Kids 60ml / 2 fl.oz.
MooGoo£5.744.4★699 rev
Mitchum Women Natural Deodorant Stick Aluminium Free Vegan Cruelty Free 96% Natural Ingredients Eucalyptus Packaging May Vary
Mitchum£3.564.0★3,234 rev
Salt of the Earth Natural Deodorant Crystal Classic - Fragrance Free - 90g
Salt Of the Earth£4.004.3★9,981 rev
Newest
by launch date
Fussy - Natural Refillable Deodorant - Mint Green Case & Variety Refill Pack (2 x 40g) Tropic Tonic & Wavy Days - Aluminium Free - 24 Hour Protection - Vegan & Cruelty Free - Natural & Effective
Fussy£20.67113 rev
Salt of the Earth - Natural Refillable Roll On Deodorant - Lavender & Vanilla - Vegan Formula with Long-Lasting Protection - Made in the UK - 75ml
Salt Of the Earth£5.10882 rev
The Ilex Wood Natural Deodorant Stick - Ylang Ylang & Cedarwood - 70ml
The Ilex Wood£7.876,011 rev
Salt & Stone Aluminum Free Deodorant | Extra Strength 48 Hour Protection for Women & Men | Made with Seaweed Extracts Niacinamide & Prebiotics | Santal & Vetiver
Salt & Stone£16.3915,997 rev
Mitchum Women Natural Deodorant Stick Aluminium Free Vegan Cruelty Free 96% Natural Ingredients Eucalyptus Packaging May Vary
Mitchum£3.563,234 rev
Trending
90-day click momentumFussy - Natural Refillable Deodorant - Mint Green Case & Variety Refill Pack (2 x 40g) Tropic Tonic & Wavy Days - Aluminium Free - 24 Hour Protection - Vegan & Cruelty Free - Natural & Effective
Fussy£20.674.2★
Salt of the Earth - Natural Deodorant Roll On - Lavender & Vanilla - 100% Natural Origin Ingredients - Vegan -Suitable for Men Women & Kids - 75ml
Salt Of the Earth£4.474.3★
Salt of the Earth - Natural Deodorant Roll On - Unscented - 100% Natural Origin Ingredients - Vegan - Suitable for Men Women & Kids - 75ml
Salt Of the Earth£3.954.3★
The Natural Deodorant Co Active Deodorant Balm Mint + Eucalyptus 55g
the natural DEODORANT co£10.424.4★
MooGoo Natural Deodorant Lemon Myrtle - Non-Irritating Bicarb & Aluminium-Free Roll-On Odour Control for Adults & Kids 60ml / 2 fl.oz.
MooGoo£5.744.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Great fragrance”
“high feedback on it”
“Great value for money”
“it holds up well for everyday use”
“No irritation”
“It works great”
“Just as described”
“Ease to use”
“Keep dry”
“Easy to apply”
What buyers complain about
“Weird smell”
“causes rash”
“functionality terrible”
“Waste of money”
“It doesn't work for a few hours even”
“Poor quality”
“It's almost crumbly it's that dry”
“will not leave Stain on your clothes”
“Not natural”
“Not like the adverts”
Top return reasons
Common questions
- Is natural deodorant profitable to sell on Amazon United Kingdom?
- The niche generates £213K/yr across 18 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +4.6%. Flapen's verdict: Skip it (49/100).
- How competitive is the natural deodorant niche?
- 9 brands and 39 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in natural deodorant?
- Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.1%.
- When does demand for natural deodorant peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the natural deodorant niche?
- Listings span £2.82–£20.67; the average listing price is £7.48 (sweet spot $15–$100). The average incumbent carries 11,600 reviews — the moat a new listing must climb.
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