Serum
brand-locked demand (top 5 brands take 100% of clicks) — Serum doesn't clear our bar today.
Flapen Score
Top 44% of 2,481 Beauty niches · +1 vs the category median of 47
Is Serum profitable on Amazon?
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.
Serum: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -13.7% over the last 90 days and 7.7% of searches end in a purchase.
£1.9M
revenue / yr
Who owns the niche?
The top 5 brands hold 100% of demand, so 0% of the market is open.
0%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 21 products
Top Serum products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml
- Price
- £3.96
- Rating
- 4.6/5
- Reviews
- 57,923
- Age
- 6y ago
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
- Price
- £6.89
- Rating
- 4.6/5
- Reviews
- 37,319
- Age
- 9y ago
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml
- Price
- £8.86
- Rating
- 4.6/5
- Reviews
- 54,885
- Age
- 9y ago
The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml
- Price
- £8.94
- Rating
- 4.6/5
- Reviews
- 24,145
- Age
- 9y ago
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)
- Price
- £11.31
- Rating
- 4.5/5
- Reviews
- 17,715
- Age
- 1y ago
Trending
90-day click momentum
The Ordinary Volufiline 92% + Pal-Isoleucine 1% Plumping Anhydrous Serum Facial Skincare for Loss of Volume 15ml
- Price
- £15.09
- Rating
- 4.3/5
- Reviews
- 126
- Age
- 4mo ago
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)
- Price
- £11.31
- Rating
- 4.5/5
- Reviews
- 17,715
- Age
- 1y ago
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
- Price
- £18.11
- Rating
- 4.5/5
- Reviews
- 93
- Age
- 5mo ago
LOréal Paris Peptide Serum for Lifting Age Perfect Micro-Collagen Rejuvenating & Lifting Serum Firms Sagging Skin Boosts Radiance & Reduces Age Spots 30ml
- Price
- £7.76
- Rating
- 4.6/5
- Reviews
- 91
- Age
- 9mo ago
The Ordinary Multi-Peptide Serum for Hair Density and Scalp Support Peptide-Powered Formula for Thicker Fuller Looking Hair 60ml
- Price
- £16.19
- Rating
- 4.2/5
- Reviews
- 478
- Age
- 3y ago
Newest
by launch dateThe Ordinary Volufiline 92% + Pal-Isoleucine 1% Plumping Anhydrous Serum Facial Skincare for Loss of Volume 15ml
- Price
- £15.09
- Rating
- 4.3/5
- Reviews
- 126
- Age
- 4mo ago
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
- Price
- £18.11
- Rating
- 4.5/5
- Reviews
- 93
- Age
- 5mo ago
LOréal Paris Peptide Serum for Lifting Age Perfect Micro-Collagen Rejuvenating & Lifting Serum Firms Sagging Skin Boosts Radiance & Reduces Age Spots 30ml
- Price
- £7.76
- Rating
- 4.6/5
- Reviews
- 91
- Age
- 9mo ago
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)
- Price
- £11.31
- Rating
- 4.5/5
- Reviews
- 17,715
- Age
- 1y ago
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 100ml
- Price
- £6.25
- Rating
- 4.6/5
- Reviews
- 54,885
- Age
- 1y ago
Competition: brands, sellers & click 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%)
Serum demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: May, Jun · busiest ÷ quietest = 2.4×
Top Serum search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- 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
What reviews say buyers love and hate about Serum
What buyers mention most, as a share of all reviews.
What buyers love
75% of reviews“Excellent Product”
“suitable for sensitive skin”
“Excellent value for money”
“Super hydrating”
“Leaves skin soft”
What buyers complain about
58% of reviews“Allergic reaction”
“skin irritation”
“Not worth the price”
“Not effective”
“has a sticky feel”
Serum return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
10%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Serum questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
