roll on deodorant for men
Launch itA $944K/yr market growing +22.6% this quarter with returns at 0.0% — clears our launch bar.
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Conversion
Incredible13.5%search→purchase rate — share of searches ending in a sale
Market size
Great£944K£944K/yr · 806K searches
Competition
Good45%top-5 click share — leaders hold, buyers still browse
Review moat
Good999.32avg incumbent reviews — the moat a new listing must climb
Growth
Good+22.6%90-day search growth — must beat 0% to launch
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Price range
Okay£1.03–£21.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£8.70avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, roll on deodorant for men is a £944K/yr Amazon United Kingdom market (806K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Jun–Jul. Verdict: Launch it — 61/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 100K–125K
- avg 2,500–3,000/product
- Revenue / yr
- £870K–£1.1M
- units × avg price
- Launch success
- —
- 0 of 1 new (360d)
- Conversion rate
- 13.5%
- Avg BSR
- #153
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 68%
- Out of stock
- 0.2%
- Avg brand age
- 75 months
- Avg seller age
- 156 days
Competition
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
187
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
45%
Top 20: 82%
Open market
14%
- DOVE MEN + CARE47%
- NIVEA MEN13%
- Sure9%
- NIVEA7%
- Lynx5%
- Dove5%
- Open — no brand owns it (5 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +22.6% search growth over the last 90 days.Peak months: Jun, Jul · busiest ÷ quietest = 1.8×
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 38 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove Men+Care Advanced Clean Comfort Anti-Perspirant Roll On Deodorant with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 50 ml
DOVE MEN + CARE£1.484.6★1,762 rev
NIVEA MEN Black & White Original Anti-Perspirant Roll On (50ml) 72hr Anti-Sweat Roll On Deodorant for Men No Stains on Black and White Clothes
NIVEA MEN£1.234.5★3,466 rev
Dove Men+Care Advanced Clean Comfort Anti-Perspirant Aerosol Deodorant Spray with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 200 ml
DOVE MEN + CARE£2.354.6★2,340 rev
Sanex Men Active Control Antiperspirant Roll-On Deodorant 6x50ml 72 hour sweat protection anti-odour long-lasting dryness freshness gentle on skin antibacterial 0% alcohol*
Sanex£7.314.7★252 rev
Sure Men Original Anti-Perspirant Roll On for 48 hour protection 6x 50 ml
Sure£6.424.6★1,024 rev
Newest
by launch date
Dove Men+Care Advanced Clean Comfort XXL Anti-Perspirant Aerosol Deodorant Spray with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 300 ml
Dove£5.787 rev
Sanex Men Active Control Antiperspirant Roll-On Deodorant 6x50ml 72 hour sweat protection anti-odour long-lasting dryness freshness gentle on skin antibacterial 0% alcohol*
Sanex£7.31252 rev
Lynx Sunset Fresh Antiperspirant Roll On for Men 50ml Pack of 3 48H Sweat Protection Mango & Mandarin Fragrance Mens Roll On Deodorant Lynx Antiperspirant Roll On
Lynx£5.83102 rev
Dove Men+Care Advanced Clean Comfort Anti-Perspirant Stick Mens Deodorant with Anti-Odour Technology and a lemon & cedarwood scent for 72 hour sweat and anti-bacterial odour protection 50 ml
DOVE MEN + CARE£2.16252 rev
Lynx Fine Fragrance Collection Blue Lavender Premium Deodorant Stick Mens Deodorant with a lavender mint & amber fragrance for 72 hour odour protection 50 ml
Lynx£2.21347 rev
Trending
90-day click momentumDove Men+Care Advanced Clean Comfort XXL Anti-Perspirant Aerosol Deodorant Spray with Anti-Odour technology & moisturising cream for 72 hour protection against sweat and odour 300 ml
Dove£5.785.0★
Lynx Africa Anti-Perspirant Roll On Mens Deodorant with a mandarin & sandalwood scent and 2x faster* drying for 48 hours of odour protection 6x 50 ml
Lynx£7.554.6★
Mitchum Men 48HR Protection Roll-On Deodorant & Anti-Perspirant Ice Fresh 100 ml
Mitchum£2.064.6★
Lynx Epic Fresh Roll On 48 Hours Anti Sweat Faster Drying Anti-Perspirant with Long Lasting Sweat and Odour Protection Travel Size Deodorant for Men for All Skin Types 50ml Pack of 6
Lynx£9.154.5★
NIVEA Men Cool Kick Anti-Perspirant Deodorant Roll-On (6 x 50ml) Cooling Roll On Deodorant for Men 72H Active Anti-Sweat and Odour Protection
NIVEA£7.214.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Smells fresh”
“Good value for money”
“Nice quality deodorants at a good price”
“It exactly what I wanted”
“Its strong enough where it lasts me all day”
“It keeps me feeling dry”
“Pleasant and effective”
“No irritation”
“Handy size”
“no mess or stickiness”
What buyers complain about
“fragrance isnt very powerful”
“Painful rash”
“Not effective”
“Waste of money”
“Rolling ball quality is very bad”
“Not as long lasting as mentioned”
“end up staining clothes”
“take forever to dry even with a hairdryer”
“roller a bit tight”
“Impossible to use with black clothes due to white marks”
Top return reasons
Common questions
- Is roll on deodorant for men profitable to sell on Amazon United Kingdom?
- The niche generates £944K/yr across 38 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +22.6%. Flapen's verdict: Launch it (61/100).
- How competitive is the roll on deodorant for men niche?
- 11 brands and 187 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in roll on deodorant for men?
- Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.0%.
- When does demand for roll on deodorant for men peak?
- Demand peaks in Jun–Jul; the busiest month runs 1.8× the quietest.
- What does it cost to enter the roll on deodorant for men niche?
- Listings span £1.03–£21.88; the average listing price is £8.70 (sweet spot $15–$100). The average incumbent carries 999 reviews — the moat a new listing must climb.
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