Is shea butter moisturiser profitable to sell on Amazon United Kingdom?

The niche generates £343K/yr across 19 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -12.7%. Flapen's verdict: Skip it (49/100).

How competitive is the shea butter moisturiser niche?

15 brands and 25 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in shea butter moisturiser?

Top complaints mined from reviews: Smell, Hard Feel, Value For Money. The return rate is 0.3%.

When does demand for shea butter moisturiser peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the shea butter moisturiser niche?

Listings span £5.35–£15.81; the average listing price is £9.02 (sweet spot $15–$100). The average incumbent carries 2,007 reviews — the moat a new listing must climb.

shea butter moisturiser

Skip it

Prices mostly outside the sweet spot ($5.35–$15.81) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Great8.4%

search→purchase rate — share of searches ending in a sale

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Market size

Good£343K

£343K/yr · 451K searches

Review moat

Okay2,007.16

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay81%

top-5 brand share — brands hold most of the demand

Competition

Okay66%

top-5 click share — leaders hold, buyers still browse

Avg price

Okay£9.02

avg listing price — sweet spot $15–$100

Growth

Bad-12.7%

90-day search growth — must beat 0% to launch

Price range

Bad£5.35–£15.81

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, shea butter moisturiser is a £343K/yr Amazon United Kingdom market (451K searches/yr). The top 5 brands hold 81% of demand. Verdict: Skip it — 49/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

shea butter moisturiser market data

Units sold / yr: 30K–40K; avg 1,250–1,500/product
Revenue / yr: £271K–£361K; units × avg price
Conversion rate: 8.4%
Avg BSR: #58
Page quality: 0%
Prime: 89%
Sponsored: 74%
Out of stock: 4.4%
Avg brand age: 59 months
Avg seller age: 152 days

Competition & brand share

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 rising

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

15%

The Soapery23%
freshskin beauty ltd20%
Nurifi18%
PraNaturals13%
Bieteky7%
Naissance4%
Open — no brand owns it (9 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top shea butter moisturiser search terms

shea butter273K/yr -8.6%7.0% conv.
shea butter organic46K/yr -5.9%7.5% conv.
raw shea butter27K/yr -22.6%5.4% conv.
organic shea butter22K/yr -19.9%7.9% conv.
unrefined shea butter15K/yr -1.1%5.8% conv.
shea butter raw11K/yr -25.1%6.7% conv.
organic shea butter unrefined raw9K/yr -28.7%7.9% conv.
pure shea butter7K/yr +9.4%5.9% conv.
whipped shea butter7K/yr -46.5%1.3% conv.
shea butter unrefined5K/yr +0.6%7.0% conv.

All search terms

Top shea butter moisturiser 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

1KG Organic Shea Butter Unrefined - 100% Pure Raw & Natural - Soil Association Certified - by Nurifi

Nurifi£13.484.4★5,224 rev

Shea Butter 250g - Refined 100% Pure and Natural

The Soapery£6.094.6★863 rev

PraNaturals 100% Organic Shea Butter 300ml Pure Raw Unrefined A Grade African Ivory All-Natural Microwaveable Smooth Shea Nut Lip Balm Body Butter Moisturiser Cream Lotion for All Skin Face Hair Type

PraNaturals£9.194.4★12,069 rev

Freshskin Beauty LTD | Refined Shea Butter Certified Organic 500g - Cold Pressed 100% Pure Raw & Natural

freshskin beauty ltd£6.684.9★20 rev

Shea Butter 1kg (2X500g) - Refined 100% Pure and Natural

The Soapery£11.274.5★2,562 rev

Newest

by launch date

Shifaa Shea Butter - 100% Pure and Unrefined from Ghana I Raw Natural Moisturizer & Organic for Skin Hair & Body - 400g

Generic£10.1215 rev

5mo ago

Raw Shea Butter Organic Shea Butter for Body Face & Hair Raw & Unrefined Body Butter with vitamins A E & F Deeply Nourishes Long Lasting Hydration 120g

NUOYANG£7.0618 rev

5mo ago

Raw Shea Butter 120g Pure Unrefined Raw Shea Butter Contains Vitamin A E & F Skin Moisturizer For Face Body & Hair Hydrating Dry Skin

Bieteky£7.0321 rev

7mo ago

100% Organic Shea Butter 120g for Body Face & Hair Raw & Unrefined Shea Butters Pure Shea Butter with vitamins A E & F Deeply Nourishes Body Butte Moisturiser Cream Lotion for All Skin Hair Type

VCTSOF£7.5554 rev

9mo ago

Hydra Naturals Unrefined Shea Butter 500g 100% Pure Raw Organic Cold Pressed Natural Moisturiser for Hair Smooth Skin Face & Body DIY Beauty Dry Scalp Anti-Aging Care

Hydra Naturals£8.2561 rev

9mo ago

What buyers say about shea butter moisturiser

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall25%

“the quality is consistent”

Moist/Dry12%

“Great moisturiser”

Smell8%

“Scent is nice and very soft,”

Value For Money7%

“Worth th price”

Advertised Vs Actual Product6%

“Does the job”

Suitability Dry Skin5%

“Very good on the skin to moisturise”

Suitability Combination Skin5%

“This is lovely on the skin”

Soft Feel4%

“Makes skin feel soft”

Suitability Oily Skin3%

“This shea butter is raw and organic its soft and silky to the skin its great for sensitive, oily or dry skin my skin feels hydrated and smooth and its full of vitamins”

Ease Of Use2%

“Easy to use”

What buyers complain about

Smell46%

“the smell is disgusting”

Hard Feel4%

“Kinda hard”

Value For Money4%

“expensive”

Texture/Consistency-Overall3%

“an odd gunky/grainy texture”

Moist/Dry3%

“not moisturising, it is thin and doesnt do much for dry skin”

Advertised Vs Actual Product3%

“This is false advertisement”

Quality-Overall3%

“this time the shea butter is very bad quality”

Size-Overall3%

“Received the wrong size”

Allergies2%

“Ordered this because my baby has severe eczema”

Oily/Greasy1%

“At first my skin felt a bit greasy”

Top return reasons

Smell64%

Defective Material/Parts5%

Quality-Overall4%

Size-Overall3%

Ease Of Use2%

Texture/Consistency-Overall2%

Leak-Proof2%

Hard Feel2%

Value For Money2%

Advertised Vs Actual Product2%

Common questions

Is shea butter moisturiser profitable to sell on Amazon United Kingdom?: The niche generates £343K/yr across 19 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -12.7%. Flapen's verdict: Skip it (49/100).
How competitive is the shea butter moisturiser niche?: 15 brands and 25 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 81% of demand.
What do buyers complain about in shea butter moisturiser?: Top complaints mined from reviews: Smell, Hard Feel, Value For Money. The return rate is 0.3%.
When does demand for shea butter moisturiser peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the shea butter moisturiser niche?: Listings span £5.35–£15.81; the average listing price is £9.02 (sweet spot $15–$100). The average incumbent carries 2,007 reviews — the moat a new listing must climb.