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 5% 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
roll on market data
- Units sold / yr
- 80K–100K
- avg 1,500–2,000/product
- Revenue / yr
- £274K–£342K
- units × avg price
- 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 & brand share
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×
Top roll on search terms
- roll on deodorant womens234K/yr
- roll on66K/yr
- deodorant roll on58K/yr
- roll on deodorant68K/yr
- mitchum roll on deodorant women23K/yr
- womens roll on deodorant37K/yr
- mitchum roll on65K/yr
- deodorant roll on womens14K/yr
- deodorant womens roll on32K/yr
- sure roll on women29K/yr
Top roll on 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.
All 24 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★
What buyers say about roll on
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.