---
title: "natural deodorant — £213K/yr Amazon United Kingdom Niche, Score 49/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/natural-deodorant"
last_updated: "2026-07-20T19:46:25.503Z"
locale: en
meta:
description: "a deep review moat (11,600 avg reviews) — natural deodorant doesn't clear our bar today. Data updated Jul 2026."
"og:description": "a deep review moat (11,600 avg reviews) — natural deodorant doesn't clear our bar today. Data updated Jul 2026."
"og:title": "natural deodorant — £213K/yr Amazon United Kingdom Niche, Score 49/100 - Flapen"
---
# **natural deodorant**
**Skip it**
A deep review moat (11,600 avg reviews) — this niche doesn't clear our bar today.
Market size 41Growth 31Conversion 76Competition 44Returns 100Price range 32Avg price 21Brand share 27Review moat 21Quality gap 78
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Great****7.3%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£213K**
£213K/yr · 390K searches
**Price range**
**Okay****£2.82–£20.67**
cheapest 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**
**Okay****89%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****11,599.67**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.48**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '24Black Friday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/natural-deodorant/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%10%£21K20%£43K30%£64K40%£85K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£4.47**4.3★12,534 rev](https://www.amazon.co.uk/dp/B07BN1ZNBL) [2**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**£5.29**4.3★12,534 rev](https://www.amazon.co.uk/dp/B08FCNL6QW) [3**MooGoo Natural Deodorant Lemon Myrtle - Non-Irritating Bicarb & Aluminium-Free Roll-On Odour Control for Adults & Kids 60ml / 2 fl.oz.**MooGoo**£5.74**4.4★699 rev](https://www.amazon.co.uk/dp/B07WK7GSXD) [4**Mitchum Women Natural Deodorant Stick Aluminium Free Vegan Cruelty Free 96% Natural Ingredients Eucalyptus Packaging May Vary**Mitchum**£3.56**4.0★3,234 rev](https://www.amazon.co.uk/dp/B08Z9X37SF) [5**Salt of the Earth Natural Deodorant Crystal Classic - Fragrance Free - 90g**Salt Of the Earth**£4.00**4.3★9,981 rev](https://www.amazon.co.uk/dp/B008E4O85C)
**~~View all top sellers →~~**
### **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**£20.67**113 rev11mo ago](https://www.amazon.co.uk/dp/B0FK2DQBGW) [**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**£5.10**882 rev4y ago](https://www.amazon.co.uk/dp/B0B25MC8MW) [**The Ilex Wood Natural Deodorant Stick - Ylang Ylang & Cedarwood - 70ml**The Ilex Wood**£7.87**6,011 rev4y ago](https://www.amazon.co.uk/dp/B09RKS585V) [**Salt & Stone Aluminum Free Deodorant | Extra Strength 48 Hour Protection for Women & Men | Made with Seaweed Extracts Niacinamide & Prebiotics | Santal & Vetiver**Salt & Stone**£16.39**15,997 rev5y ago](https://www.amazon.co.uk/dp/B08WYXNVQ7) [**Mitchum Women Natural Deodorant Stick Aluminium Free Vegan Cruelty Free 96% Natural Ingredients Eucalyptus Packaging May Vary**Mitchum**£3.56**3,234 rev5y ago](https://www.amazon.co.uk/dp/B08Z9X37SF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£20.67**4.2★**▲ 89%**](https://www.amazon.co.uk/dp/B0FK2DQBGW) [**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**£4.47**4.3★**▲ 66%**](https://www.amazon.co.uk/dp/B07BN1ZNBL) [**Salt of the Earth - Natural Deodorant Roll On - Unscented - 100% Natural Origin Ingredients - Vegan - Suitable for Men Women & Kids - 75ml**Salt Of the Earth**£3.95**4.3★**▲ 46%**](https://www.amazon.co.uk/dp/B079MGZT6Q) [**The Natural Deodorant Co Active Deodorant Balm Mint + Eucalyptus 55g**the natural DEODORANT co**£10.42**4.4★**▲ 40%**](https://www.amazon.co.uk/dp/B07K2SJPJB) [**MooGoo Natural Deodorant Lemon Myrtle - Non-Irritating Bicarb & Aluminium-Free Roll-On Odour Control for Adults & Kids 60ml / 2 fl.oz.**MooGoo**£5.74**4.4★**▲ 27%**](https://www.amazon.co.uk/dp/B07WK7GSXD)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**44%
*“Great fragrance”*
**Quality-Overall**8%
*“high feedback on it”*
**Value For Money**5%
*“Great value for money”*
**Durability**4%
*“it holds up well for everyday use”*
**Allergies**3%
*“No irritation”*
**Efficiency**3%
*“It works great”*
**Advertised Vs Actual Product**3%
*“Just as described”*
**Ease Of Use**3%
*“Ease to use”*
**Moist/Dry**3%
*“Keep dry”*
**Ease Of Application**2%
*“Easy to apply”*
### **What buyers complain about **
**Smell**24%
*“Weird smell”*
**Allergies**13%
*“causes rash”*
**Functionality-Overall**12%
*“functionality terrible”*
**Value For Money**7%
*“Waste of money”*
**Durability**5%
*“It doesn't work for a few hours even”*
**Quality-Overall**4%
*“Poor quality”*
**Moist/Dry**3%
*“It's almost crumbly it's that dry”*
**Stain Resistance**2%
*“will not leave Stain on your clothes”*
**Natural Ingredients**2%
*“Not natural”*
**Advertised Vs Actual Product**1%
*“Not like the adverts”*
### **Top return reasons **
**Smell**52%
**Functionality-Overall**16%
**Value For Money**8%
**Advertised Vs Actual Product**4%
**Defective Material/Parts**3%
**Product Condition**3%
**Adhesion/Stickiness**2%
**Stain Resistance**2%
**Size-Overall**2%
**Quality-Overall**1%
## **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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