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 6% 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
Market data
- Units sold / yr
- 25K–30K
- avg 500–750/product
- Revenue / yr
- £182K–£219K
- units × avg price
- Launch success
- —
- 0 of 0 new (360d)
- 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
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×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 32 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
Gabri Professional Shaving Soap 140 g for Sensitive Skin - Traditional Shaving Soap for Mens Grooming Natural Palm Formula Barber and Home Use 140 g
G Gabri£5.9671 rev
Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g
Lulizzie£7.24255 rev
Jack Shaver Shaving Soap Natural Shaving Soap for Men 100% Handmade Organic Soap for Rich Lather Traditional Shaving Soap 100 g Refill Vegan Soap
JACK SHAVER£8.7347 rev
Nimbi Shave Foam Puck Clay Fragrance-Free Solid Shaving Foam Face and Body 48 Uses Pack of 1.
Nimbi£5.9575 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 Aftershave Balm Protective 100ml Alcohol-Free Post Shave Balm with Aloe and Vitamin E Soothes and Protects Skin Made in Italy White
Proraso£8.764.6★
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★
4pcs Shaving Brush Set by Echolly-Premium Mens Shaving Brush Stainless Steel Stand Bowl Shaving Cream Soap Wet Shaving Kit for Men Boyfriends Fathers
ECHOLLY£12.784.5★
Reviews
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.
Related niches in Beauty
- 57mens shampooWorth a look
- 57bath spongeWorth a look
- 57deodorant sticks for menWorth a look
- 57deodorant womensLaunch it
- 57birthday hampers for womenWorth a look
- 57hand wash anti-bacterialLaunch it