---
title: "Pomade — £537K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/pomade"
last_updated: "2026-08-09T17:01:00.566Z"
locale: en
meta:
description: "Niche score 56/100 · £537K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £537K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Pomade — £537K/yr Amazon UK Niche (2026) - Flapen"
---
# **pomade**
**Worth a look**
Shows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 61Growth 38Conversion 81Competition 33Returns 99Price range 70Avg price 58Brand share 37Review moat 32Quality gap 65
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.4%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****£6.94–£34.12**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£537K**
£537K/yr · 497K searches
**Avg price**
**Good****£12.90**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+10.4%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****65%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****3,274.67**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, pomade is a £537K/yr Amazon United Kingdom market (497K searches/yr). The top 5 brands hold 83% of demand. Verdict: Worth a look — 56/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **pomade market data**
- **Units sold / yr**
- **30K–40K**
- avg 1,000–1,250/product
- **Revenue / yr**
- **£387K–£516K**
- units × avg price
- **Conversion rate**
- **8.4%**
- **Avg BSR**
- **#14**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **93%**
- **Out of stock**
- **2.0%**
- **Avg brand age**
- **71 months**
- **Avg seller age**
- **156 days**
## **Competition & brand share**
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**11 **▼falling
**Sellers**
**102**
**Top-5 brand share**
**83%**
Top 20: 100%
**Top-5 click share**
**65%**
Top 20: 100%
**Open market**
**12%**
- BSSET43% - Uppercut Deluxe18% - BASED BODYWORKS11% - American Crew7% - Suavecito5% - Black and White5% - Open — no brand owns it (5 brands, 12%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +10.4% search growth over the last 90 days.
10K6KSpike '25Prime Day '25Spike '26Prime Day '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/pomade/trend)
## **Top pomade search terms**
- **pomade**94K/yr-2.6%4.7% conv. - **bsset**61K/yr+37.6%11.3% conv. - **based hair clay**41K/yr+50.6%0.8% conv. - **pomade for men**58K/yr-14.3%5.5% conv. - **hair pomade**37K/yr+0.8%2.9% conv. - **uppercut deluxe pomade**36K/yr+7.2%15.3% conv. - **sea salt pomade**17K/yr+55.2%14.0% conv. - **based clay**20K/yr+1.7%0.7% conv. - **uppercut**22K/yr-2.6%6.0% conv. - **hair pomade men**19K/yr-27.4%3.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/pomade/search-terms)
## **Top pomade 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%£54K20%£107K30%£161K40%£215K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**BSSET Sea Salt Pomade 100ml - Strong Hold and Matte Finish for Thickening and Sculpting Hair**BSSET**£10.45**4.3★185 rev](https://www.amazon.co.uk/dp/B0DZCZ6CHT) [2**BASED Pomade for Men Quality Hair Care with Medium Hold Natural Shine & Fragrance Easy to Apply & Great for All Hair Types Hydrating and Nourishing Pomade (3 Oz Pack of 1)**BASED BODYWORKS**£34.12**4.4★536 rev](https://www.amazon.co.uk/dp/B0DLJJMY9D) [3**Uppercut Deluxe Matte Pomade Hair Styling Product For Men With A Medium Hold No Shine Water Based Matte Hair Styling Product Easy Wash Out No Residue 100g**Uppercut Deluxe**£16.25**4.5★4,676 rev](https://www.amazon.co.uk/dp/B01M352FBP) [4**BSSET Defining Curl Cream with Jamaican Black Castor Oil and Olive Oil - 250ml**BSSET**£10.37**4.3★427 rev](https://www.amazon.co.uk/dp/B0D96VZPFL) [5**American Crew Pomade with Medium Hold and High Shine Gifts for Men for Shape and Control Water-Based Pomade Hair Styling for Men - 85 g**American Crew**£9.80**4.3★10,581 rev](https://www.amazon.co.uk/dp/B000X2DMEG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**BlackMask Hair Clay for Men (3.52 oz) Matte Finish with Strong Hold Hair Styling Clay Adds Texture & Volume**BlackMask**£15.54**712 rev12mo ago](https://www.amazon.co.uk/dp/B0DZRQLJDJ) [**BASED Pomade for Men Quality Hair Care with Medium Hold Natural Shine & Fragrance Easy to Apply & Great for All Hair Types Hydrating and Nourishing Pomade (3 Oz Pack of 1)**BASED BODYWORKS**£34.12**536 rev1y ago](https://www.amazon.co.uk/dp/B0DLJJMY9D) [**Black Red Sea Salt Pomade for Men 120ml | Strong Hold with Medium Shine | Water-Based Non-Greasy & Easy to Wash Out | Natural Texturising Pomade**black red**£8.31**177 rev1y ago](https://www.amazon.co.uk/dp/B0F6M5D5HD) [**BSSET Sea Salt Pomade 100ml - Strong Hold and Matte Finish for Thickening and Sculpting Hair**BSSET**£10.45**185 rev1y ago](https://www.amazon.co.uk/dp/B0DZCZ6CHT) [**BSSET Sea Salt Spray 250ml - Texturizes and Enhances Straight and Wavy Hair-Natural Matte Beach Look**BSSET**£10.21**137 rev1y ago](https://www.amazon.co.uk/dp/B0DZCYZ7X2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BlackMask Hair Clay for Men (3.52 oz) Matte Finish with Strong Hold Hair Styling Clay Adds Texture & Volume**BlackMask**£15.54**4.2★**▲ 166%**](https://www.amazon.co.uk/dp/B0DZRQLJDJ) [**BSSET Sea Salt Pomade 100ml - Strong Hold and Matte Finish for Thickening and Sculpting Hair**BSSET**£10.45**4.3★**▲ 57%**](https://www.amazon.co.uk/dp/B0DZCZ6CHT) [**Uppercut Deluxe Deluxe Pomade Professional Water Based Pomade to Create Timeless and Classic Looks Strong Hold and High Shine 100g**Uppercut Deluxe**£16.62**4.5★**▲ 27%**](https://www.amazon.co.uk/dp/B005IC3C1O) [**BASED Pomade for Men Quality Hair Care with Medium Hold Natural Shine & Fragrance Easy to Apply & Great for All Hair Types Hydrating and Nourishing Pomade (3 Oz Pack of 1)**BASED BODYWORKS**£34.12**4.4★**▲ 24%**](https://www.amazon.co.uk/dp/B0DLJJMY9D) [**BSSET Defining Curl Cream with Jamaican Black Castor Oil and Olive Oil - 250ml**BSSET**£10.37**4.3★**— 7%**](https://www.amazon.co.uk/dp/B0D96VZPFL)
**~~View all trending →~~**
## **What buyers say about pomade**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**30%
*“Great product, very efficient, I recommend it”*
**Value For Money**11%
*“Worth the money”*
**Smell**11%
*“Smells good and easy to use”*
**Hair Styling**8%
*“brings out my curls well this is my 5th time purchasing”*
**Ease Of Cleaning**4%
*“Excellent hold and washes out easy”*
**Advertised Vs Actual Product**3%
*“As described”*
**Suitability Curly Hair**2%
*“Great curl cream”*
**Durability**2%
*“Longevity”*
**Ease Of Use**2%
*“Easy to use”*
**Ease Of Application**2%
*“Easy to apply”*
### **What buyers complain about **
**Smell**15%
*“Smells like playdough”*
**Quality-Overall**8%
*“Falsely marketed and cheap product”*
**Oily/Greasy**8%
*“Greasy and flat”*
**Value For Money**8%
*“Too expensive”*
**Suitability Short Hair**7%
*“don't like the feel in my hair”*
**De-Grease**5%
*“Greasy and awful”*
**Strength**5%
*“not that strong of a hold”*
**Hair Related**5%
*“Has small sandy like particles which don't look great in your hair”*
**Functionality-Overall**4%
*“Doesn't work for me”*
**Moist/Dry**3%
*“Dried very hard”*
### **Top return reasons **
**Functionality-Overall**20%
**Advertised Vs Actual Product**8%
**Suitability Short Hair**8%
**Smell**7%
**Leak-Proof**6%
**Quality-Overall**6%
**Product Condition**5%
**Oily/Greasy**5%
**Defective Material/Parts**4%
**Value For Money**4%
## **Common questions**
- **Is pomade profitable to sell on Amazon United Kingdom?**
- The niche generates £537K/yr across 15 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +10.4%. Flapen's verdict: Worth a look (56/100).
- **How competitive is the pomade niche?**
- 11 brands and 102 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 83% of demand.
- **What do buyers complain about in pomade?**
- Top complaints mined from reviews: Smell, Quality-Overall, Oily/Greasy. The return rate is 0.2%.
- **When does demand for pomade peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the pomade niche?**
- Listings span £6.94–£34.12; the average listing price is £12.90 (sweet spot $15–$100). The average incumbent carries 3,275 reviews — the moat a new listing must climb.
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