shaving soap
Skip itPrices mostly outside the sweet spot ($3.31–$13.22) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great10.2%search→purchase rate — share of searches ending in a sale
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Market size
Okay£253K£253K/yr · 342K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Review moat
Bad5,811.59avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.29avg listing price — sweet spot $15–$100
Growth
Bad-11.4%90-day search growth — must beat 0% to launch
Price range
Bad£3.31–£13.22cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, shaving soap is a £253K/yr Amazon United Kingdom market (342K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Dec. Verdict: Skip it — 48/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
shaving soap market data
- Units sold / yr
- 25K–30K
- avg 500–750/product
- Revenue / yr
- £182K–£219K
- units × avg price
- Conversion rate
- 10.2%
- Avg BSR
- #25
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 63%
- Out of stock
- 0.2%
- Avg brand age
- 68 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
91
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
50%
Top 20: 88%
Open market
17%
- Proraso45%
- Lulizzie14%
- Taylor of Old Bond Street10%
- VIKING REVOLUTION7%
- ECHOLLY5%
- La Barbiera2%
- Open — no brand owns it (11 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.4% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Top shaving soap search terms
- shaving soap169K/yr
- proraso58K/yr
- shaving soap for men33K/yr
- shaving soap bowl16K/yr
- shave soap12K/yr
- proraso shaving soap9K/yr
- shaving soap refill10K/yr
- wilkinson sword shaving soap11K/yr
- mens shaving soap8K/yr
- shaving soap pucks3K/yr
Top shaving soap 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Proraso Shaving Soap in a Bowl 150ml Refreshing and Toning Shaving Soap For Men with Eucalyptus Oil and Menthol Made in Italy Green
Proraso£5.374.7★19,515 rev
Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g
Lulizzie£7.244.5★255 rev
Viking Revolution Shaving Soap for Men - Shave Soap for Use with Shaving Brush and Bowl for Smoothest Wet Shave Shaving Soap Puck - 4 Pack Variety Each Pack 2.5oz
VIKING REVOLUTION£7.634.5★582 rev
Proraso Shaving Soap in a Bowl 150ml Sensitive Skin Shaving Soap with Green Tea and Oat Made in Italy White
Proraso£5.904.6★10,650 rev
Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g
Taylor of Old Bond Street£11.994.7★31,183 rev
Newest
by launch date
Wilkinson Sword shaving soap for sensitive skin Ideal for mens toiletry bags home barber kits shaving soap and bowl for sensitive skin 1 pack
Wilkinson Sword£5.34732 rev
Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g
Lulizzie£7.24255 rev
Nimbi Shave Foam Puck Clay Fragrance-Free Solid Shaving Foam Face and Body 48 Uses Pack of 1.
Nimbi£5.9575 rev
Shaving Soap for Men- Sandalwood Mens Shave Soap- Smoothest Wet Mens Shaving Cream Soap-Travel Size Shaving Soap Cream (2 pack 3 oz)
ECHOLLY£7.62443 rev
La Barbiera Solid Shaving Soap | 60g Refill Puck | Vegan and Plastic Free (Fresh Lemon)
La Barbiera£3.40602 rev
Trending
90-day click momentumNimbi Shave Foam Puck Clay Fragrance-Free Solid Shaving Foam Face and Body 48 Uses Pack of 1.
Nimbi£5.953.7★
Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g
Lulizzie£7.244.5★
Proraso Shaving Cream Tube 150ml Sensitive Shaving Cream for Men Protects Skin Formula with Oat and Green Tea Extracts Made in Italy White
Proraso£5.924.6★
Proraso Shaving Cream Tube 150ml Intensely Nourishing and Moisturising Shaving Cream for Men with Sandalwood Oil and Shea Butter Made in Italy Red
Proraso£5.824.6★
EVYAP ARKO Shaving Cream Soap 3 Pieces (Pack of 1)
EVYAP£5.154.6★
What buyers say about shaving soap
What buyers praise and complain about, mined from review topics.What buyers love
“Love the smell”
“Nice scent and great thick creamy lather”
“Classic Barbershop Quality in a Bowl”
“Good value for money”
“Soft and creamy”
“smooth shave and a pleasant scent”
“Bristle Brush strokes best”
“Just what I wanted”
“works well”
“A very nice soap”
What buyers complain about
“nothing like the proper lather im used to”
“Each one has a very different scent”
“leaving me with dry”
“But that isn't enough to counter the poor performance”
“Not the most expensive”
“thought 'its thick”
“Quite a challenging product to use”
“my face is burning quite fiercely”
“Quite a small disk”
“None of these creams soften my stubble as advertised”
Top return reasons
Common questions
- Is shaving soap profitable to sell on Amazon United Kingdom?
- The niche generates £253K/yr across 32 tracked products. 90-day search growth is -11.4%. Flapen's verdict: Skip it (48/100).
- How competitive is the shaving soap niche?
- 17 brands and 91 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in shaving soap?
- Top complaints mined from reviews: Lather, Smell, Moist/Dry. The return rate is 0.2%.
- When does demand for shaving soap peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the shaving soap niche?
- Listings span £3.31–£13.22; the average listing price is £7.29 (sweet spot $15–$100). The average incumbent carries 5,812 reviews — the moat a new listing must climb.