---
title: "shaving soap — £253K/yr Amazon United Kingdom Niche, Score 48/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/shaving-soap"
last_updated: "2026-07-20T19:44:56.267Z"
locale: en
meta:
description: "prices mostly outside the sweet spot ($3.31–$13.22) — shaving soap doesn't clear our bar today. Data updated Jul 2026."
"og:description": "prices mostly outside the sweet spot ($3.31–$13.22) — shaving soap doesn't clear our bar today. Data updated Jul 2026."
"og:title": "shaving soap — £253K/yr Amazon United Kingdom Niche, Score 48/100 - Flapen"
---
# **shaving soap**
**Skip it**
Prices mostly outside the sweet spot ($3.31–$13.22) — this niche doesn't clear our bar today.
Market size 47Growth 19Conversion 88Competition 58Returns 99Price range 0Avg price 20Brand share 40Review moat 24Quality gap 42
**Returns**
**Incredible****0.2%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****10.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£253K**
£253K/yr · 342K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****5,811.59**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.29**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-11.4%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****£3.31–£13.22**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
9K7KSpike '24Holiday '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/beauty/shaving-soap/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%5%£13K10%£25K15%£38K20%£51K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 32 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Proraso Shaving Soap in a Bowl 150ml Refreshing and Toning Shaving Soap For Men with Eucalyptus Oil and Menthol Made in Italy Green**Proraso**£5.37**4.7★19,515 rev](https://www.amazon.co.uk/dp/B00837YY18) [2**Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g**Lulizzie**£7.24**4.5★255 rev](https://www.amazon.co.uk/dp/B07TNJHFVX) [3**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**£7.63**4.5★582 rev](https://www.amazon.co.uk/dp/B07TVD46BG) [4**Proraso Shaving Soap in a Bowl 150ml Sensitive Skin Shaving Soap with Green Tea and Oat Made in Italy White**Proraso**£5.90**4.6★10,650 rev](https://www.amazon.co.uk/dp/B001JHEY14) [5**Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g**Taylor of Old Bond Street**£11.99**4.7★31,183 rev](https://www.amazon.co.uk/dp/B0007MW2ZW)
**~~View all top sellers →~~**
### **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**£5.34**732 rev1y ago](https://www.amazon.co.uk/dp/B0F2TRBBZK) [**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**£5.96**71 rev1y ago](https://www.amazon.co.uk/dp/B0CMJH1G5Y) [**Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g**Lulizzie**£7.24**255 rev1y ago](https://www.amazon.co.uk/dp/B07TNJHFVX) [**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**£8.73**47 rev2y ago](https://www.amazon.co.uk/dp/B0D6TBMKQF) [**Nimbi Shave Foam Puck Clay Fragrance-Free Solid Shaving Foam Face and Body 48 Uses Pack of 1.**Nimbi**£5.95**75 rev2y ago](https://www.amazon.co.uk/dp/B0DHVM6RWQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Nimbi Shave Foam Puck Clay Fragrance-Free Solid Shaving Foam Face and Body 48 Uses Pack of 1.**Nimbi**£5.95**3.7★**▲ 357%**](https://www.amazon.co.uk/dp/B0DHVM6RWQ) [**Wilkinson Sword Vintage Edition Mens Shaving Soap in Jar 125 g**Lulizzie**£7.24**4.5★**▲ 128%**](https://www.amazon.co.uk/dp/B07TNJHFVX) [**Proraso Aftershave Balm Protective 100ml Alcohol-Free Post Shave Balm with Aloe and Vitamin E Soothes and Protects Skin Made in Italy White**Proraso**£8.76**4.6★**▲ 127%**](https://www.amazon.co.uk/dp/B009VZNV3I) [**Proraso Shaving Cream Tube 150ml Sensitive Shaving Cream for Men Protects Skin Formula with Oat and Green Tea Extracts Made in Italy White**Proraso**£5.92**4.6★**▲ 121%**](https://www.amazon.co.uk/dp/B00TKOK5KC) [**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**£12.78**4.5★**▲ 69%**](https://www.amazon.co.uk/dp/B0B8NVK223)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**22%
*“Love the smell”*
**Lather**16%
*“Nice scent and great thick creamy lather”*
**Quality-Overall**16%
*“Classic Barbershop Quality in a Bowl”*
**Value For Money**8%
*“Good value for money”*
**Soft Feel**8%
*“Soft and creamy”*
**Cutting/Trimming**3%
*“smooth shave and a pleasant scent”*
**Brush Quality**2%
*“Bristle Brush strokes best”*
**Advertised Vs Actual Product**2%
*“Just what I wanted”*
**Efficiency**2%
*“works well”*
**Cleansing**2%
*“A very nice soap”*
### **What buyers complain about **
**Lather**15%
*“nothing like the proper lather im used to”*
**Smell**8%
*“Each one has a very different scent”*
**Moist/Dry**6%
*“leaving me with dry”*
**Quality-Overall**5%
*“But that isn't enough to counter the poor performance”*
**Value For Money**4%
*“Not the most expensive”*
**Thickness**4%
*“thought 'its thick”*
**Ease Of Use**3%
*“Quite a challenging product to use”*
**Allergies**3%
*“my face is burning quite fiercely”*
**Size-Overall**3%
*“Quite a small disk”*
**Soft Feel**2%
*“None of these creams soften my stubble as advertised”*
### **Top return reasons **
**Size-Overall**14%
**Product Condition**11%
**Smell**10%
**Quality-Overall**10%
**Advertised Vs Actual Product**8%
**Sensitivity-Overall**8%
**Leak-Proof**4%
**Moist/Dry**4%
**Suitability Short Hair**3%
**Material Quality**3%
## **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.
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