soap
Skip itPrices mostly outside the sweet spot ($0.89–$14.13) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Conversion
Great11.6%search→purchase rate — share of searches ending in a sale
Market size
Good£812K£812K/yr · 1.5M searches
Growth
Okay+0.7%90-day search growth — must beat 0% to launch
Review moat
Bad4,315.31avg incumbent reviews — the moat a new listing must climb
Competition
Bad77%top-5 click share — a locked-up shelf
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£4.68avg listing price — sweet spot $15–$100
Brand share
Bad96%top-5 brand share — brand-locked demand
Price range
Bad£0.89–£14.13cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, soap is a £812K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Sep. Verdict: Skip it — 42/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 150K–200K
- avg 10,000–12,500/product
- Revenue / yr
- £702K–£936K
- units × avg price
- Launch success
- —
- 0 of 0 new (360d)
- Conversion rate
- 11.6%
- Avg BSR
- #379
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 23%
- Out of stock
- 0.0%
- Avg brand age
- 57 months
- Avg seller age
- 151 days
Competition
The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
134
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
77%
Top 20: 100%
Open market
2%
- Dove76%
- Dettol6%
- Simple5%
- Sanex5%
- FAITH IN NATURE4%
- Palmolive2%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.7% search growth over the last 90 days.Peak months: Sep · busiest ÷ quietest = 1.9×
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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove Original Beauty Bar Soap with Moisturising Cream Healthier-Looking Skin 4 x 90 g
Dove£2.624.8★2,643 rev
Dove Orginal Beauty Cream Bar 3 in 1 Cleanses Moisturises and Nourishes Sulphate-Free Bath Soap for Soft and Smooth Skin Suitable for Daily Use 8x90g
Dove£7.784.8★1,777 rev
Dettol Soap Original Antibacterial Bar 2 Pack (100g x 2) Disinfectant Soft on Skin Tough on Dirt Suitable for Everyday Use Contains Skins Moisturising Agents Kills 99.9 Percent of bacteria
Dettol£1.204.7★15,973 rev
Simple Soap 2 x 100g
Simple£0.964.7★1,405 rev
Sanex Sensitive Skin Bar Soap 90g 2 Pack - Hand Soap - Specifically developed for Sensitive Skin on the Face and Body
Sanex£0.894.6★1,021 rev
Newest
by launch date
Dove Coconut Milk & Sugar Lychee whole body bar enriched with plant milk Beauty Bar Bar Soap for soft and smooth skin 141 g
Dove£1.94144 rev
Dove Beauty Cream Bar Classic Original Soap for Shower & Bath Cleansing Normal & Sensitive Skin Pack of 6
Dove£4.5911 rev
12x Dove 3 in 1 Deep Moisturising Cream Body and Face Soap Bar for Expert Skin 90g
Dove£13.4715 rev
Dove Orginal Beauty Cream Bar 3 in 1 Cleanses Moisturises and Nourishes Sulphate-Free Bath Soap for Soft and Smooth Skin Suitable for Daily Use 8x90g
Dove£7.781,777 rev
Simple Soap 2 x 100g
Simple£0.961,405 rev
Trending
90-day click momentum12x Dove 3 in 1 Deep Moisturising Cream Body and Face Soap Bar for Expert Skin 90g
Dove£13.474.9★
Dove Beauty Cream Bar Classic Original Soap for Shower & Bath Cleansing Normal & Sensitive Skin Pack of 6
Dove£4.594.8★
Dove Nourishing Care Shea Butter Beauty Bar 8 Count 4 Oz Bars by Dove
Dove£14.134.8★
Palmolive Naturals Moisture Care with Olive 4 x 90g Bar Soap - Moisturising Hand Soap - Biodegradable Soap Formula
Palmolive£1.714.6★
Simple Soap 2 x 100g
Simple£0.964.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“fresh scent”
“Good value for money”
“Good quality soap”
“Good lather”
“skin feeling really clean”
“Keeps skin soft smooth”
“Works as advertised”
“Doesnt seem to dry out skin”
“Good cleanser,”
“no irritation”
What buyers complain about
“Awful Smell”
“not drying”
“have to say they are so small”
“Broke out in rash”
“Not for sensitive skin”
“Too expensive really”
“Not what I thought it was”
“doesnt stay on your skin much after your bath/shower”
“it does not last as long”
“Doesnt lather up much”
Top return reasons
Common questions
- Is soap profitable to sell on Amazon United Kingdom?
- The niche generates £812K/yr across 13 tracked products. 90-day search growth is +0.7%. Flapen's verdict: Skip it (42/100).
- How competitive is the soap niche?
- 7 brands and 134 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in soap?
- Top complaints mined from reviews: Smell, Moist/Dry, Size-Overall. The return rate is 0.1%.
- When does demand for soap peak?
- Demand peaks in Sep; the busiest month runs 1.9× the quietest.
- What does it cost to enter the soap niche?
- Listings span £0.89–£14.13; the average listing price is £4.68 (sweet spot $15–$100). The average incumbent carries 4,315 reviews — the moat a new listing must climb.
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