---
title: "Ointment — £456K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/ointment"
last_updated: "2026-08-09T17:01:18.025Z"
locale: en
meta:
description: "Niche score 43/100 · £456K/yr market · 295K searches/yr · £7.42 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £456K/yr market · 295K searches/yr · £7.42 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ointment — £456K/yr Amazon UK Niche (2026) - Flapen"
---
# **ointment**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 58Growth 25Conversion 100Competition 24Returns 100Price range 17Avg price 21Brand share 0Review moat 50Quality gap 28
**Conversion**
**Incredible****20.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Good****£456K**
£456K/yr · 295K searches
**Review moat**
**Okay****1,507.5**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+0.2%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£7.42**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£3.77–£17.29**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, ointment is a £456K/yr Amazon United Kingdom market (295K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 43/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **ointment market data**
- **Units sold / yr**
- **50K–60K**
- avg 3,000–4,000/product
- **Revenue / yr**
- **£371K–£445K**
- units × avg price
- **Conversion rate**
- **20.8%**
- **Avg BSR**
- **#50**
- **Page quality**
- **0%**
- **Prime**
- **92%**
- **Sponsored**
- **75%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **68 months**
- **Avg seller age**
- **166 days**
## **Competition & brand share**
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**4 **▼falling
**Sellers**
**51**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**71%**
Top 20: 100%
**Open market**
**0%**
- Hydromol65% - Epaderm23% - Zeroderma11% - Cetraben2%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +0.2% search growth over the last 90 days.
6K4KSpike '24Holiday '24Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/ointment/trend)
## **Top ointment search terms**
- **hydromol ointment**72K/yr+9.6%20.4% conv. - **hydromol**47K/yr+3.1%16.8% conv. - **epaderm ointment**43K/yr-8.5%22.5% conv. - **hydromol cream**23K/yr+19.7%13.2% conv. - **zeroderm ointment 500g**15K/yr-0.7%20.6% conv. - **zeroderm**14K/yr-4.6%14.7% conv. - **epiderm ointment**14K/yr-12.2%22.6% conv. - **ointment**13K/yr-11.2%3.4% conv. - **hydromol ointment 500g**8K/yr+33.0%14.4% conv. - **eczema ointment**8K/yr+22.7%5.5% conv. [**All search terms **](https://flapen.com/research/uk/beauty/ointment/search-terms)
## **Top ointment 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%10%£46K20%£91K30%£137K40%£182K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Hydromol Ointment - Intensive Emollient for Very Dry & Itchy Skin - For Psoriasis Flare-prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 500g Tub**Hydromol**£7.99**4.6★3,708 rev](https://www.amazon.co.uk/dp/B006EI1Q5K) [2**Epaderm Emollient For Dry Skin - 500g**Epaderm**£9.02**4.7★3,223 rev](https://www.amazon.co.uk/dp/B002TV5YMW) [3**Hydromol Ointment - Intensive Emollient for Very Dry Itchy Skin For Psoriasis Flare-prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 50g Tub**Hydromol**£3.77**4.5★1,081 rev](https://www.amazon.co.uk/dp/B003NTAWRG) [4**Epaderm Ointment 125 g (Pack of 1)**Epaderm**£4.99**4.7★2,469 rev](https://www.amazon.co.uk/dp/B001I9MZXC) [5**Hydromol Ointment - Intensive Emollient for Very Dry Itchy Skin- for Psoriasis Flare-Prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 100g Tube**Hydromol**£5.67**4.5★1,081 rev](https://www.amazon.co.uk/dp/B08HYQKK6H)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Hydromol Ointment - Intensive Emollient for Very Dry Itchy Skin For Psoriasis Flare-prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 50g Tub**Hydromol**£3.77**1,081 rev4y ago](https://www.amazon.co.uk/dp/B003NTAWRG) [**Hydromol Ointment - Intensive Emollient for Very Dry Itchy Skin- for Psoriasis Flare-Prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 100g Tube**Hydromol**£5.67**1,081 rev5y ago](https://www.amazon.co.uk/dp/B08HYQKK6H) [**Cetraben Flare Up Overnight Ointment Relieves Dry Itchy & Eczema-Prone Skin Rich Formulation for Intense Hydration Protects Skin from Irritants For Overnight Use Fragrance Free 1 x 120g**Cetraben**£5.64**2,393 rev9y ago](https://www.amazon.co.uk/dp/B0727YGY8P) [**Zeroderma Zeroderm Ointment Rich 3-in-1 Emollient Soap Substitute & Bath Additive For Dry Skin Conditions such as Eczema Ichthyosis & other Dry Skin Conditions. 125g**Zeroderma**£4.13**139 rev9y ago](https://www.amazon.co.uk/dp/B00MYXV4LA) [**Zeroderma Zeroderm Ointment Rich 3-in-1 Emollient Soap Substitute & Bath Additive For Dry Skin Conditions such as Eczema Ichthyosis & other Dry Skin Conditions. 500g**Zeroderma**£8.04**1,243 rev10y ago](https://www.amazon.co.uk/dp/B00QMFMDOS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Hydromol Ointment - Intensive Emollient for Very Dry Itchy Skin For Psoriasis Flare-prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 50g Tub**Hydromol**£3.77**4.5★**▲ 74%**](https://www.amazon.co.uk/dp/B003NTAWRG) [**Hydromol Ointment for Dry Very Dry & Itchy Skin - Intensive Emollient for Eczema Dermatitis & Psoriasis-Prone Skin - Helps Reduce Eczema Flare-Ups - 125g Tub**Hydromol**£5.80**4.5★**▲ 31%**](https://www.amazon.co.uk/dp/B0045X8758) [**Hydromol Ointment - Intensive Emollient for Very Dry Itchy Skin- for Psoriasis Flare-Prone Eczema & Dermatitis - Helps Protect & Prevent Moisture Loss - 100g Tube**Hydromol**£5.67**4.5★**▲ 18%**](https://www.amazon.co.uk/dp/B08HYQKK6H) [**Cetraben Flare Up Overnight Ointment Relieves Dry Itchy & Eczema-Prone Skin Rich Formulation for Intense Hydration Protects Skin from Irritants For Overnight Use Fragrance Free 1 x 120g**Cetraben**£5.64**4.5★**— 6%**](https://www.amazon.co.uk/dp/B0727YGY8P) [**hydromol Bath and Shower Emollient 500 ml**Hydromol**£8.84**4.6★**— 5%**](https://www.amazon.co.uk/dp/B006EI1OT8)
**~~View all trending →~~**
## **What buyers say about ointment**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**20%
*“Great moisturiser”*
**Quality-Overall**12%
*“Good cream”*
**Value For Money**8%
*“Good value”*
**Efficiency**7%
*“Works well”*
**Skin Health**7%
*“Helped my skin condition greatly”*
**Allergies**7%
*“Recovered me from rashes”*
**Advertised Vs Actual Product**6%
*“Just as described”*
**Itch Relief**3%
*“Anti itch cream”*
**Soft Feel**3%
*“leaves my skin feeling noticeably soft”*
**Ease Of Use**2%
*“Convenient”*
### **What buyers complain about **
**Allergies**13%
*“very itchy skin”*
**Value For Money**10%
*“pricey”*
**Size-Overall**7%
*“Couldnt believe how small it was”*
**Oily/Greasy**6%
*“Very greasy”*
**De-Grease**5%
*“Rather too greasy”*
**Moist/Dry**4%
*“become overly dry”*
**Skin Health**4%
*“The cream didn't suit my skin at all”*
**Functionality-Overall**4%
*“Didn't work for me”*
**Thickness**3%
*“Its like a thick Vaseline”*
**Pain Relief-Overall**3%
*“While it may not provide instant relief for everyone”*
## **Common questions**
- **Is ointment profitable to sell on Amazon United Kingdom?**
- The niche generates £456K/yr across 12 tracked products. 90-day search growth is +0.2%. Flapen's verdict: Skip it (43/100).
- **How competitive is the ointment niche?**
- 4 brands and 51 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in ointment?**
- Top complaints mined from reviews: Allergies, Value For Money, Size-Overall. The return rate is 0.0%.
- **When does demand for ointment peak?**
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- **What does it cost to enter the ointment niche?**
- Listings span £3.77–£17.29; the average listing price is £7.42 (sweet spot $15–$100). The average incumbent carries 1,508 reviews — the moat a new listing must climb.
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