---
title: "roll on deodorant for men — £944K/yr Amazon United Kingdom Niche, Score 61/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/roll-on-deodorant-for-men"
last_updated: "2026-07-20T19:47:45.169Z"
locale: en
meta:
description: "roll on deodorant for men clears our launch bar: a $944K/yr market growing +22.6% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:description": "roll on deodorant for men clears our launch bar: a $944K/yr market growing +22.6% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:title": "roll on deodorant for men — £944K/yr Amazon United Kingdom Niche, Score 61/100 - Flapen"
---
# **roll on deodorant for men**
**Launch it**
A $944K/yr market growing +22.6% this quarter with returns at 0.0% — clears our launch bar.
Market size 77Growth 52Conversion 96Competition 67Returns 100Price range 33Avg price 24Brand share 40Review moat 63Quality gap 24
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****13.5%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£944K**
£944K/yr · 806K searches
**Competition**
**Good****45%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****999.32**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Good****+22.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****£1.03–£21.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£8.70**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
23K18KHoliday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jun, Jul · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/roll-on-deodorant-for-men/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%£38K8%£76K12%£113K16%£151K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 38 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£1.48**4.6★1,762 rev](https://www.amazon.co.uk/dp/B0BS9FTLYZ) [2**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**£1.23**4.5★3,466 rev](https://www.amazon.co.uk/dp/B013XCGVF4) [3**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**£2.35**4.6★2,340 rev](https://www.amazon.co.uk/dp/B0BWFR25T1) [4**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**£7.31**4.7★252 rev](https://www.amazon.co.uk/dp/B0F8J73V14) [5**Sure Men Original Anti-Perspirant Roll On for 48 hour protection 6x 50 ml**Sure**£6.42**4.6★1,024 rev](https://www.amazon.co.uk/dp/B0CNS2SFGZ)
**~~View all top sellers →~~**
### **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**£5.78**7 rev5mo ago](https://www.amazon.co.uk/dp/B0G3QPRR33) [**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**£7.31**252 rev1y ago](https://www.amazon.co.uk/dp/B0F8J73V14) [**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**£5.83**102 rev1y ago](https://www.amazon.co.uk/dp/B0F2Z5QVQL) [**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**£2.16**252 rev1y ago](https://www.amazon.co.uk/dp/B0DPL3PCJQ) [**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**£2.21**347 rev1y ago](https://www.amazon.co.uk/dp/B0DP3K4YJQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£5.78**5.0★**▲ 241%**](https://www.amazon.co.uk/dp/B0G3QPRR33) [**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**£7.55**4.6★**▲ 164%**](https://www.amazon.co.uk/dp/B0CNS432Z7) [**Mitchum Men 48HR Protection Roll-On Deodorant & Anti-Perspirant Ice Fresh 100 ml**Mitchum**£2.06**4.6★**▲ 111%**](https://www.amazon.co.uk/dp/B01B4V5RSI) [**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**£9.15**4.5★**▲ 109%**](https://www.amazon.co.uk/dp/B0CW3KLTWB) [**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**£7.21**4.7★**▲ 103%**](https://www.amazon.co.uk/dp/B015623BXY)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**36%
*“Smells fresh”*
**Value For Money**19%
*“Good value for money”*
**Quality-Overall**14%
*“Nice quality deodorants at a good price”*
**Advertised Vs Actual Product**5%
*“It exactly what I wanted”*
**Durability**3%
*“Its strong enough where it lasts me all day”*
**Moist/Dry**2%
*“It keeps me feeling dry”*
**Efficiency**2%
*“Pleasant and effective”*
**Allergies**2%
*“No irritation”*
**Size-Overall**2%
*“Handy size”*
**Adhesion/Stickiness**1%
*“no mess or stickiness”*
### **What buyers complain about **
**Smell**16%
*“fragrance isnt very powerful”*
**Allergies**13%
*“Painful rash”*
**Functionality-Overall**9%
*“Not effective”*
**Value For Money**7%
*“Waste of money”*
**Quality-Overall**5%
*“Rolling ball quality is very bad”*
**Durability**5%
*“Not as long lasting as mentioned”*
**Stain Resistance**4%
*“end up staining clothes”*
**Moist/Dry**4%
*“take forever to dry even with a hairdryer”*
**Size-Overall**2%
*“roller a bit tight”*
**Color**2%
*“Impossible to use with black clothes due to white marks”*
### **Top return reasons **
**Advertised Vs Actual Product**36%
**Smell**19%
**Leak-Proof**14%
**Adhesion/Stickiness**11%
**Moist/Dry**6%
**Stain Resistance**6%
**Sensitivity-Overall**6%
**Instructions/User Manual/Troubleshooting**3%
## **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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