---
title: "roll on — £340K/yr Amazon United Kingdom Niche, Score 50/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/roll-on"
last_updated: "2026-07-20T18:42:26.341Z"
locale: en
meta:
description: "roll on shows low returns (0.0%), but prices mostly outside the sweet spot ($1.21–$8.33) keeps it on the watch list. Data updated Jul 2026."
"og:description": "roll on shows low returns (0.0%), but prices mostly outside the sweet spot ($1.21–$8.33) keeps it on the watch list. Data updated Jul 2026."
"og:title": "roll on — £340K/yr Amazon United Kingdom Niche, Score 50/100 - Flapen"
---
# **roll on**
**Worth a look**
Shows low returns (0.0%), but prices mostly outside the sweet spot ($1.21–$8.33) keeps it on the watch list.
Market size 53Growth 27Conversion 96Competition 64Returns 100Price range 0Avg price 10Brand share 26Review moat 51Quality gap 32
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Incredible****13.0%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Good****£340K**
£340K/yr · 767K searches
**Review moat**
**Good****1,473.45**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+1.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****89%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Bad****£3.42**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.21–£8.33**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KSpike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Mar, Oct · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/roll-on/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%£14K8%£27K12%£41K16%£54K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 31 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mitchum Invisible Women 48HR Protection Roll On Deodorant & Anti-Perspirant No White Marks Alcohol Free Clear Fresh**Mitchum**£1.95**4.5★1,467 rev](https://www.amazon.co.uk/dp/B08ZBLQ8H3) [2**Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml**Dove**£1.81**4.7★1,062 rev](https://www.amazon.co.uk/dp/B0DPL4Q2W1) [3**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**£6.10**4.7★989 rev](https://www.amazon.co.uk/dp/B0CNS1D1DS) [4**Mitchum Women 48HR Protection Roll-On Deodorant & Antiperspirant (100ml) Powder Fresh Dermatologist Tested**Mitchum**£1.91**4.6★2,744 rev](https://www.amazon.co.uk/dp/B00LHSIV14) [5**NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin**NIVEA**£1.79**4.5★120 rev](https://www.amazon.co.uk/dp/B0FPRFKTGP)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin**NIVEA**£1.79**120 rev10mo ago](https://www.amazon.co.uk/dp/B0FPRFKTGP) [**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**£7.61**181 rev1y ago](https://www.amazon.co.uk/dp/B0F8J9D3HL) [**Sanex Roll On Invisible Dry 48hr 50 ml**Sanex**£1.42**63 rev1y ago](https://www.amazon.co.uk/dp/B0F8J8T5K9) [**Sanex Roll On Sensitive 48hr 50 ml**Sanex**£1.39**70 rev1y ago](https://www.amazon.co.uk/dp/B0F8J8TKPP) [**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**£7.63**264 rev1y ago](https://www.amazon.co.uk/dp/B0F8JB49S1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**by Amazon Invisible Antiperspirant Roll-On 1 x 75 ml**by Amazon**£1.25**4.4★**▲ 185%**](https://www.amazon.co.uk/dp/B0CZP77P5X) [**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**£6.67**4.7★**▲ 99%**](https://www.amazon.co.uk/dp/B0CWDFHXNC) [**NIVEA Derma Control Restore Roll On (50ml) 72H Anti-Perspirant Protection with Hyaluronic Acid and Vitamin E Hypoallergenic Deodorant for Sensitive Skin**NIVEA**£1.79**4.5★**▲ 76%**](https://www.amazon.co.uk/dp/B0FPRFKTGP) [**Mitchum Women 48HR Protection Roll-On Deodorant & Anti-Perspirant Shower Fresh 100 ml**Mitchum**£1.92**4.6★**▲ 58%**](https://www.amazon.co.uk/dp/B01EA9Y2XW) [**Sure Bright Bouquet Anti-Perspirant Roll On for 48-hour sweat and odour protection deodorant for women 50 ml**Sure**£1.32**4.7★**▲ 43%**](https://www.amazon.co.uk/dp/B0CP284MCR)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**39%
*“Clean smell”*
**Value For Money**16%
*“Very affordable”*
**Quality-Overall**9%
*“Fantastic quality”*
**Advertised Vs Actual Product**5%
*“True to picture”*
**Moist/Dry**4%
*“Dries quickly”*
**Allergies**3%
*“No irritation”*
**Efficiency**3%
*“effective at 100%”*
**Ease Of Use**2%
*“Ease to use”*
**Durability**2%
*“And is durable”*
**Size-Overall**2%
*“Handy size”*
### **What buyers complain about **
**Smell**14%
*“very strong smell”*
**Functionality-Overall**10%
*“Not effective”*
**Allergies**10%
*“Severe irritation”*
**Moist/Dry**6%
*“A bit dry”*
**Value For Money**6%
*“Not worth”*
**Durability**4%
*“Broke after a few uses”*
**Stain Resistance**3%
*“It does stain”*
**Quality-Overall**3%
*“Pretty low quality”*
**Advertised Vs Actual Product**3%
*“False advertising”*
**Ease Of Use**2%
*“Could not be used”*
### **Top return reasons **
**Ingredients-Overall**36%
**Smell**14%
**Size-Overall**14%
**Skin Health**14%
**Certifications**14%
**Advertised Vs Actual Product**7%
## **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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