roll on
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($1.21–$8.33) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Incredible13.0%search→purchase rate — share of searches ending in a sale
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Market size
Good£340K£340K/yr · 767K searches
Review moat
Good1,473.45avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Okay+1.8%90-day search growth — must beat 0% to launch
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Avg price
Bad£3.42avg listing price — sweet spot $15–$100
Price range
Bad£1.21–£8.33cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, roll on is a £340K/yr Amazon United Kingdom market (767K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Mar–Oct. Verdict: Worth a look — 50/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 80K–100K
- avg 1,500–2,000/product
- Revenue / yr
- £274K–£342K
- units × avg price
- Launch success
- —
- 1 of 1 new (360d)
- Conversion rate
- 13.0%
- Avg BSR
- #91
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 39%
- Out of stock
- 0.1%
- Avg brand age
- 68 months
- Avg seller age
- 151 days
Competition
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
137
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
46%
Top 20: 89%
Open market
7%
- Mitchum28%
- Sure24%
- Dove16%
- NIVEA12%
- Sanex10%
- NIVEA MEN4%
- Open — no brand owns it (3 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.8% search growth over the last 90 days.Peak months: Mar, Oct · busiest ÷ quietest = 2.2×
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 31 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mitchum Invisible Women 48HR Protection Roll On Deodorant & Anti-Perspirant No White Marks Alcohol Free Clear Fresh
Mitchum£1.954.5★1,467 rev
Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml
Dove£1.814.7★1,062 rev
Sure Women Bright Bouquet Roll On Deodorant Antiperspirant with a strawberry apricot & vanilla fragrance and 48 hour sweat and odour protection 50 ml Pack of 6
Sure£6.104.7★989 rev
Mitchum Women 48HR Protection Roll-On Deodorant & Antiperspirant (100ml) Powder Fresh Dermatologist Tested
Mitchum£1.914.6★2,744 rev
NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin
NIVEA£1.794.5★120 rev
Newest
by launch dateNIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin
NIVEA£1.79120 rev
Sanex Derma Care Invisible 48-Hour Antiperspirant Roll-On Deodorant 6x50ml long-lasting freshness against sweat and odour gently cares for skin contains 0% alcohol* protects against stains
Sanex£7.61181 rev
Sanex Roll On Invisible Dry 48hr 50 ml
Sanex£1.4263 rev
Sanex Roll On Sensitive 48hr 50 ml
Sanex£1.3970 rev
Sanex Derma Care Sensitive 48-Hour Antiperspirant Roll-On Deodorant 6x50ml long-lasting freshness against sweat and odour gently cares for skin contains 0% alcohol*
Sanex£7.63264 rev
Trending
90-day click momentum
by Amazon Invisible Antiperspirant Roll-On 1 x 75 ml
by Amazon£1.254.4★
Sure Antiperspirant Roll On Cotton Dry 48H Sweat and Odour Protection Roll On with Fresh Light and Clean Scent Deodorant for Women 50ml Pack of 3
Sure£6.674.7★
NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin
NIVEA£1.794.5★
Mitchum Women 48HR Protection Roll-On Deodorant & Anti-Perspirant Shower Fresh 100 ml
Mitchum£1.924.6★
Sure Bright Bouquet Anti-Perspirant Roll On for 48-hour sweat and odour protection deodorant for women 50 ml
Sure£1.324.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Clean smell”
“Very affordable”
“Fantastic quality”
“True to picture”
“Dries quickly”
“No irritation”
“effective at 100%”
“Ease to use”
“And is durable”
“Handy size”
What buyers complain about
“very strong smell”
“Not effective”
“Severe irritation”
“A bit dry”
“Not worth”
“Broke after a few uses”
“It does stain”
“Pretty low quality”
“False advertising”
“Could not be used”
Top return reasons
Common questions
- Is roll on profitable to sell on Amazon United Kingdom?
- The niche generates £340K/yr across 31 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.8%. Flapen's verdict: Worth a look (50/100).
- How competitive is the roll on niche?
- 9 brands and 137 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in roll on?
- Top complaints mined from reviews: Smell, Functionality-Overall, Allergies. The return rate is 0.0%.
- When does demand for roll on peak?
- Demand peaks in Mar–Oct; the busiest month runs 2.2× the quietest.
- What does it cost to enter the roll on niche?
- Listings span £1.21–£8.33; the average listing price is £3.42 (sweet spot $15–$100). The average incumbent carries 1,473 reviews — the moat a new listing must climb.
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