---
title: "Serum — £1.9M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/serum"
last_updated: "2026-08-06T04:46:37.222Z"
locale: en
meta:
description: "Niche score 48/100 · £1.9M/yr market · 2.5M searches/yr · £10.18 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £1.9M/yr market · 2.5M searches/yr · £10.18 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Serum — £1.9M/yr Amazon UK Niche (2026) - Flapen"
---
# **serum**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 94Growth 18Conversion 78Competition 35Returns 100Price range 39Avg price 35Brand share 0Review moat 19Quality gap 38
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.9M**
£1.9M/yr · 2.5M searches
**Conversion**
**Great****7.7%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****£3.96–£22.09**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****64%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Okay****£10.18**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****15,197.9**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-13.7%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
60K40KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May, Jun · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/serum/trend)
## **Top serum search terms**
- **the ordinary**870K/yr-8.5%6.9% conv. - **ordinary**186K/yr+75.5%7.4% conv. - **serum**208K/yr-7.7%2.7% conv. - **face serum**184K/yr-10.9%3.1% conv. - **ordinary skincare**307K/yr-63.0%6.8% conv. - **serum face**115K/yr-17.6%3.6% conv. - **loreal serum**77K/yr-3.1%3.7% conv. - **hydrating serum**75K/yr-18.3%1.8% conv. - **face serum for women**79K/yr-15.3%3.8% conv. - **ordinary serum**63K/yr-14.8%8.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/serum/search-terms)
## **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.
0%10%£193K20%£386K30%£579K40%£772K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml**The Ordinary**£3.96**4.6★57,923 rev](https://www.amazon.co.uk/dp/B01MDTVZTZ) [2**The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml**The Ordinary**£6.89**4.6★37,319 rev](https://www.amazon.co.uk/dp/B01MYEZPC8) [3**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml**The Ordinary**£8.86**4.6★54,885 rev](https://www.amazon.co.uk/dp/B071914GGL) [4**The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml**The Ordinary**£8.94**4.6★24,145 rev](https://www.amazon.co.uk/dp/B07N74F8NP) [5**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**£11.31**4.5★17,715 rev](https://www.amazon.co.uk/dp/B0DBF65JYY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**The Ordinary Volufiline 92% + Pal-Isoleucine 1% Plumping Anhydrous Serum Facial Skincare for Loss of Volume 15ml**The Ordinary**£15.09**126 rev4mo ago](https://www.amazon.co.uk/dp/B0FYJ4WQ5J) [**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**£18.11**93 rev5mo ago](https://www.amazon.co.uk/dp/B0F7Z4HDNC) [**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**£7.76**91 rev9mo ago](https://www.amazon.co.uk/dp/B0FXLYD1QC) [**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**£11.31**17,715 rev1y ago](https://www.amazon.co.uk/dp/B0DBF65JYY) [**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 100ml**The Ordinary**£6.25**54,885 rev1y ago](https://www.amazon.co.uk/dp/B0DMTDN158)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**The Ordinary Volufiline 92% + Pal-Isoleucine 1% Plumping Anhydrous Serum Facial Skincare for Loss of Volume 15ml**The Ordinary**£15.09**4.3★**▲ 243%**](https://www.amazon.co.uk/dp/B0FYJ4WQ5J) [**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**£11.31**4.5★**▲ 147%**](https://www.amazon.co.uk/dp/B0DBF65JYY) [**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**£18.11**4.5★**▲ 135%**](https://www.amazon.co.uk/dp/B0F7Z4HDNC) [**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**£7.76**4.6★**▲ 124%**](https://www.amazon.co.uk/dp/B0FXLYD1QC) [**The Ordinary Multi-Peptide Serum for Hair Density and Scalp Support Peptide-Powered Formula for Thicker Fuller Looking Hair 60ml**The Ordinary**£16.19**4.2★**▲ 46%**](https://www.amazon.co.uk/dp/B09WMT8HYB)
**~~View all trending →~~**
## **What buyers say about serum**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**17%
*“Excellent Product”*
**Suitability Combination Skin**14%
*“suitable for sensitive skin”*
**Value For Money**11%
*“Excellent value for money”*
**Moist/Dry**8%
*“Super hydrating”*
**Soft Feel**8%
*“Leaves skin soft”*
**Brightness/Shine/Glow**4%
*“Gives your face a natural glow”*
**Suitability Dry Skin**4%
*“Fantastic for dry skin”*
**Symptom Reduction**3%
*“improved dark spots”*
**Absorbency**3%
*“Absorbs well”*
**Advertised Vs Actual Product**3%
*“Just as its shown”*
### **What buyers complain about **
**Allergies**16%
*“Allergic reaction”*
**Skin Health**6%
*“skin irritation”*
**Value For Money**6%
*“Not worth the price”*
**Functionality-Overall**6%
*“Not effective”*
**Adhesion/Stickiness**5%
*“has a sticky feel”*
**Moist/Dry**4%
*“It's not very hydrating at all”*
**Smell**4%
*“Unpleasant smell”*
**Suitability Dry Skin**4%
*“dry - its awful”*
**Symptom Reduction**4%
*“Not seen any real improvement”*
**Size-Overall**3%
*“Its a small tube”*
### **Top return reasons **
**Functionality-Overall**10%
**Skin Health**9%
**Suitability Combination Skin**8%
**Leak-Proof**8%
**Advertised Vs Actual Product**7%
**Quality-Overall**7%
**Moist/Dry**6%
**Smell**5%
**Value For Money**4%
**Adhesion/Stickiness**4%
## **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.
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