---
title: "soap and glory — £244K/yr Amazon United Kingdom Niche, Score 47/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/soap-and-glory"
last_updated: "2026-07-20T18:42:46.123Z"
locale: en
meta:
description: "brand-locked demand (top 5 brands take 100% of clicks) — soap and glory doesn't clear our bar today. Data updated Jul 2026."
"og:description": "brand-locked demand (top 5 brands take 100% of clicks) — soap and glory doesn't clear our bar today. Data updated Jul 2026."
"og:title": "soap and glory — £244K/yr Amazon United Kingdom Niche, Score 47/100 - Flapen"
---
# **soap and glory**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 46Growth 16Conversion 28Competition 57Returns 96Price range 77Avg price 91Brand share 0Review moat 92Quality gap 35
**Returns**
**Incredible****0.9%**
return rate — above 6% kills the launch gate
**Review moat**
**Great****163.38**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Great****£21.43**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£8.11–£39.41**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£244K**
£244K/yr · 503K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.3%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-17.9%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, soap and glory is a £244K/yr Amazon United Kingdom market (503K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 47/100.
Data updated Jul 18, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **13K–15K**
- avg 250–500/product
- **Revenue / yr**
- **£268K–£321K**
- units × avg price
- **Launch success**
- **50%**
- 3 of 6 new (360d)
- **Conversion rate**
- **2.3%**
- **Avg BSR**
- **#553**
- **Page quality**
- **0%**
- **Prime**
- **86%**
- **Sponsored**
- **19%**
- **Out of stock**
- **10.5%**
- **Avg brand age**
- **45 months**
- **Avg seller age**
- **146 days**
## **Competition**
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**5 **▼falling
**Sellers**
**237**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**51%**
Top 20: 99%
**Open market**
**0%**
- Soap & Glory81% - Dash House6% - Generic5% - Boots4% - Bubblegum Cases4% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -17.9% search growth over the last 90 days.
60K40KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 8.9×
[**Open Trend **](https://flapen.com/research/uk/beauty/soap-and-glory/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%£12K10%£24K15%£37K20%£49K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Soap & Glory Original Pink Gift Set 50 ml**Soap & Glory**£17.26**4.4★87 rev](https://www.amazon.co.uk/dp/B0BN77KJKY) [2**Soap and Glory The Righteous Body Butter Lotion bundled with Clean on Me Creamy Clarifying Shower Gel 500 ml Hand Pumps**Soap & Glory**£21.25**4.7★571 rev](https://www.amazon.co.uk/dp/B07KG8PQT1) [3**Soap And Glory Original Pink Collec Tin Gift Set NEW 2020**Soap & Glory**£25.77**4.5★916 rev](https://www.amazon.co.uk/dp/B08HX7JDM7) [4**Soap & Glory Sparkle On The Inside Gift Set**Soap & Glory**£22.38**4.7★58 rev](https://www.amazon.co.uk/dp/B0DGWHST3B) [5**Soap & Glory - The Top Four Fillers Gift Set - Box of 4 x 75ml Shower Gel and Bath Milk - Gorgeous Bath and Body Gift Box - Soap & Glory Miniatures Collection Toiletry Set Delectable Scents**Soap & Glory**£19.89**4.0★78 rev](https://www.amazon.co.uk/dp/B0CKWMN5ZV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Soap & Glory Gift Set 3 Piece Collection with THE RIGHTEOUS BUTTER Body Butter SCRUB OF YOUR LIFE Body Polish CLEAN ON ME Body Wash Wash Bag**Soap & Glory**£22.02**3 rev7mo ago](https://www.amazon.co.uk/dp/B0G3S2CDQJ) [**Soap & Glory Travel-Size Gift Set 4 Piece Collection with Body Butter Face Wash Body Wash Body Polish and Transparent Washbag**Soap & Glory**£18.22**8 rev8mo ago](https://www.amazon.co.uk/dp/B0G1P9L37F) [**Soap & Glory Gift Set Bath and Body Collection with Face Mask Hand Cream Foot Cream Body Butter Body Polish Body Wash Lip Gloss Wash Bag - Christmas Gift Set**Soap & Glory**£39.41**14 rev8mo ago](https://www.amazon.co.uk/dp/B0FZD745M4) [**Soap & Glory Gift Set 3 Piece Mini Body Wash Collection Pink Original Pink Berry & Bright Call of Fruity Scents 75ml Each**Soap & Glory**£11.61**3 rev8mo ago](https://www.amazon.co.uk/dp/B0FYQX5RVQ) [**Soap & Glory Gift Set Body Care Collection with Body Butter Body Wash Scrub Sheet Mask 4 Piece Set Christmas Gift**Soap & Glory**£13.29**18 rev9mo ago](https://www.amazon.co.uk/dp/B0FTW6RWQG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Soap Glory SPARKLE ON INSIDE | Original Pink Scent Gift Set Shower Gel Body Scrub Body Moisturiser Hand Cream | Complete Gift Set | Versatile Collection**Generic**£36.76**4.7★**▲ 450%**](https://www.amazon.co.uk/dp/B0DNRH2XGJ) [**Soap And Glory Original Pink Collec Tin Gift Set NEW 2020**Soap & Glory**£25.77**4.5★**▲ 202%**](https://www.amazon.co.uk/dp/B08HX7JDM7) [**Soap & Glory Gift Set 3 Piece Mini Body Wash Collection Pink Original Pink Berry & Bright Call of Fruity Scents 75ml Each**Soap & Glory**£11.61**5.0★**▲ 184%**](https://www.amazon.co.uk/dp/B0FYQX5RVQ) [**Soap And Glory (Pack of 2) CLEAN ON ME Hydrating Body Wash 500ml & CALL OF FRUITY Refreshing Body Wash 500ml 2 BOTTLES Musk amber woody tropical notes cream**Soap & Glory**£20.52**4.6★**▲ 170%**](https://www.amazon.co.uk/dp/B09LZ3TN7L) [**Soap & Glory Gift Set 3 Piece Collection with THE RIGHTEOUS BUTTER Body Butter SCRUB OF YOUR LIFE Body Polish CLEAN ON ME Body Wash Wash Bag**Soap & Glory**£22.02**4.3★**▲ 131%**](https://www.amazon.co.uk/dp/B0G3S2CDQJ)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**30%
*“Smells lush”*
**Value For Money**19%
*“Good price”*
**Gifting Purpose**18%
*“Gifts”*
**Quality-Overall**17%
*“High quality”*
**Size-Overall**5%
*“Soap and glory travel size”*
**Advertised Vs Actual Product**3%
*“As described”*
**Suitability Dry Skin**2%
*“Lovely on the skin and beautiful perfume”*
**Durability**2%
*“lasts for ages”*
**Absorbency**2%
*“Very effective and absorbs very quickly”*
**Soft Feel**1%
*“feeling really soft after use”*
### **What buyers complain about **
**Motor Power**20%
*“No pump on bottle”*
**Smell**20%
*“they send you the wrong scent absolutely gutted as love the original”*
**Size-Overall**20%
*“This is a tiny miniature set”*
**Leak-Proof**10%
*“Body wash looks like it has leaked and lotion looks like somebody has taken a scoop out it, very unimpressed”*
**Product Condition**10%
*“Looks like returns”*
**Value For Money**7%
*“This is expensive considering its the mini set too”*
**Advertised Vs Actual Product**7%
*“the photo on the page is misleading”*
### **Top return reasons **
**Size-Overall**43%
**Advertised Vs Actual Product**31%
**Leak-Proof**11%
**Value For Money**9%
**Motor Power**4%
**Smell**2%
## **Common questions**
- **Is soap and glory profitable to sell on Amazon United Kingdom?**
- The niche generates £244K/yr across 21 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -17.9%. Flapen's verdict: Skip it (47/100).
- **How competitive is the soap and glory niche?**
- 5 brands and 237 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in soap and glory?**
- Top complaints mined from reviews: Motor Power, Smell, Size-Overall. The return rate is 0.9%.
- **When does demand for soap and glory peak?**
- Demand peaks in Nov–Dec; the busiest month runs 8.9× the quietest.
- **What does it cost to enter the soap and glory niche?**
- Listings span £8.11–£39.41; the average listing price is £21.43 (sweet spot $15–$100). The average incumbent carries 163 reviews — the moat a new listing must climb.
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