serum
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Great£1.9M£1.9M/yr · 2.5M searches
Conversion
Great7.7%search→purchase rate — share of searches ending in a sale
Price range
Okay£3.96–£22.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Avg price
Okay£10.18avg listing price — sweet spot $15–$100
Review moat
Bad15,197.9avg incumbent reviews — the moat a new listing must climb
Growth
Bad-13.7%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, serum is a £1.9M/yr Amazon United Kingdom market (2.5M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun. Verdict: Skip it — 48/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
serum market data
- Units sold / yr
- 150K–200K
- avg 8,000–10,000/product
- Revenue / yr
- £1.5M–£2.0M
- units × avg price
- Conversion rate
- 7.7%
- Avg BSR
- #31
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
4 falling
Sellers
199
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
64%
Top 20: 99%
Open market
0%
- The Ordinary86%
- L'Oreal Paris6%
- medicube5%
- Garnier3%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.7% search growth over the last 90 days.Peak months: May, Jun · busiest ÷ quietest = 2.4×
Top serum search terms
- the ordinary870K/yr
- ordinary186K/yr
- serum208K/yr
- face serum184K/yr
- ordinary skincare307K/yr
- serum face115K/yr
- loreal serum77K/yr
- hydrating serum75K/yr
- face serum for women79K/yr
- ordinary serum63K/yr
Top serum 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml
The Ordinary£3.964.6★57,923 rev
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
The Ordinary£6.894.6★37,319 rev
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml
The Ordinary£8.864.6★54,885 rev
The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml
The Ordinary£8.944.6★24,145 rev
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.314.5★17,715 rev
Newest
by launch date
The Ordinary Volufiline 92% + Pal-Isoleucine 1% Plumping Anhydrous Serum Facial Skincare for Loss of Volume 15ml
The Ordinary£15.09126 rev
The Ordinary Face & Body Set Daily Skincare Routine with Niacinamide 5% Face & Body Emulsion Natural Moisturizing Factors + Inulin Body Lotion and Natural Moisturizing Factors + Hyaluronic Acid
The Ordinary£18.1193 rev
LOréal Paris Peptide Serum for Lifting Age Perfect Micro-Collagen Rejuvenating & Lifting Serum Firms Sagging Skin Boosts Radiance & Reduces Age Spots 30ml
L'Oreal Paris£7.7691 rev
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.3117,715 rev
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 100ml
The Ordinary£6.2554,885 rev
Trending
90-day click momentumThe Ordinary Volufiline 92% + Pal-Isoleucine 1% Plumping Anhydrous Serum Facial Skincare for Loss of Volume 15ml
The Ordinary£15.094.3★
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.314.5★
The Ordinary Face & Body Set Daily Skincare Routine with Niacinamide 5% Face & Body Emulsion Natural Moisturizing Factors + Inulin Body Lotion and Natural Moisturizing Factors + Hyaluronic Acid
The Ordinary£18.114.5★
LOréal Paris Peptide Serum for Lifting Age Perfect Micro-Collagen Rejuvenating & Lifting Serum Firms Sagging Skin Boosts Radiance & Reduces Age Spots 30ml
L'Oreal Paris£7.764.6★
The Ordinary Multi-Peptide Serum for Hair Density and Scalp Support Peptide-Powered Formula for Thicker Fuller Looking Hair 60ml
The Ordinary£16.194.2★
What buyers say about serum
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“suitable for sensitive skin”
“Excellent value for money”
“Super hydrating”
“Leaves skin soft”
“Gives your face a natural glow”
“Fantastic for dry skin”
“improved dark spots”
“Absorbs well”
“Just as its shown”
What buyers complain about
“Allergic reaction”
“skin irritation”
“Not worth the price”
“Not effective”
“has a sticky feel”
“It's not very hydrating at all”
“Unpleasant smell”
“dry - its awful”
“Not seen any real improvement”
“Its a small tube”
Top return reasons
Common questions
- Is serum profitable to sell on Amazon United Kingdom?
- The niche generates £1.9M/yr across 21 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -13.7%. Flapen's verdict: Skip it (48/100).
- How competitive is the serum niche?
- 4 brands and 199 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in serum?
- Top complaints mined from reviews: Allergies, Skin Health, Value For Money. The return rate is 0.1%.
- When does demand for serum peak?
- Demand peaks in May–Jun; the busiest month runs 2.4× the quietest.
- What does it cost to enter the serum niche?
- Listings span £3.96–£22.09; the average listing price is £10.18 (sweet spot $15–$100). The average incumbent carries 15,198 reviews — the moat a new listing must climb.