---
title: "soap — £812K/yr Amazon United Kingdom Niche, Score 42/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/soap"
last_updated: "2026-07-20T19:44:40.610Z"
locale: en
meta:
description: "prices mostly outside the sweet spot ($0.89–$14.13) — soap doesn't clear our bar today. Data updated Jul 2026."
"og:description": "prices mostly outside the sweet spot ($0.89–$14.13) — soap doesn't clear our bar today. Data updated Jul 2026."
"og:title": "soap — £812K/yr Amazon United Kingdom Niche, Score 42/100 - Flapen"
---
# **soap**
**Skip it**
Prices mostly outside the sweet spot ($0.89–$14.13) — this niche doesn't clear our bar today.
Market size 73Growth 26Conversion 93Competition 19Returns 100Price range 0Avg price 13Brand share 11Review moat 25Quality gap 18
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****11.6%**
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**
**Bad****4,315.31**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****77%**
top-5 click share — a locked-up shelf
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£4.68**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****96%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£0.89–£14.13**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
80K60KSpike '24Holiday '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Sep · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/uk/beauty/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%15%£122K30%£244K45%£366K60%£487K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Dove Original Beauty Bar Soap with Moisturising Cream Healthier-Looking Skin 4 x 90 g**Dove**£2.62**4.8★2,643 rev](https://www.amazon.co.uk/dp/B014G2ZCWS) [2**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**£7.78**4.8★1,777 rev](https://www.amazon.co.uk/dp/B0CK4W2QR3) [3**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**£1.20**4.7★15,973 rev](https://www.amazon.co.uk/dp/B005IDUTEG) [4**Simple Soap 2 x 100g**Simple**£0.96**4.7★1,405 rev](https://www.amazon.co.uk/dp/B0BPHNZWTL) [5**Sanex Sensitive Skin Bar Soap 90g 2 Pack - Hand Soap - Specifically developed for Sensitive Skin on the Face and Body**Sanex**£0.89**4.6★1,021 rev](https://www.amazon.co.uk/dp/B0819RBPZJ)
**~~View all top sellers →~~**
### **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**£1.94**144 rev1y ago](https://www.amazon.co.uk/dp/B0FHHCMB31) [**Dove Beauty Cream Bar Classic Original Soap for Shower & Bath Cleansing Normal & Sensitive Skin Pack of 6**Dove**£4.59**11 rev1y ago](https://www.amazon.co.uk/dp/B0DV21QP84) [**12x Dove 3 in 1 Deep Moisturising Cream Body and Face Soap Bar for Expert Skin 90g**Dove**£13.47**15 rev2y ago](https://www.amazon.co.uk/dp/B0CVLF3LVG) [**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**£7.78**1,777 rev2y ago](https://www.amazon.co.uk/dp/B0CK4W2QR3) [**Simple Soap 2 x 100g**Simple**£0.96**1,405 rev3y ago](https://www.amazon.co.uk/dp/B0BPHNZWTL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**12x Dove 3 in 1 Deep Moisturising Cream Body and Face Soap Bar for Expert Skin 90g**Dove**£13.47**4.9★**▲ 99%**](https://www.amazon.co.uk/dp/B0CVLF3LVG) [**Dove Beauty Cream Bar Classic Original Soap for Shower & Bath Cleansing Normal & Sensitive Skin Pack of 6**Dove**£4.59**4.8★**▲ 95%**](https://www.amazon.co.uk/dp/B0DV21QP84) [**Dove Nourishing Care Shea Butter Beauty Bar 8 Count 4 Oz Bars by Dove**Dove**£14.13**4.8★**▲ 75%**](https://www.amazon.co.uk/dp/B002TSA93Y) [**Palmolive Naturals Moisture Care with Olive 4 x 90g Bar Soap - Moisturising Hand Soap - Biodegradable Soap Formula**Palmolive**£1.71**4.6★**▲ 70%**](https://www.amazon.co.uk/dp/B00G3IBGWO) [**Simple Soap 2 x 100g**Simple**£0.96**4.7★**▲ 14%**](https://www.amazon.co.uk/dp/B0BPHNZWTL)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**25%
*“fresh scent”*
**Value For Money**19%
*“Good value for money”*
**Quality-Overall**9%
*“Good quality soap”*
**Lather**6%
*“Good lather”*
**Cleansing**6%
*“skin feeling really clean”*
**Soft Feel**5%
*“Keeps skin soft smooth”*
**Advertised Vs Actual Product**4%
*“Works as advertised”*
**Moist/Dry**3%
*“Doesnt seem to dry out skin”*
**Ease Of Cleaning**3%
*“Good cleanser,”*
**Allergies**2%
*“no irritation”*
### **What buyers complain about **
**Smell**29%
*“Awful Smell”*
**Moist/Dry**6%
*“not drying”*
**Size-Overall**5%
*“have to say they are so small”*
**Allergies**5%
*“Broke out in rash”*
**Sensitivity-Overall**5%
*“Not for sensitive skin”*
**Value For Money**4%
*“Too expensive really”*
**Advertised Vs Actual Product**2%
*“Not what I thought it was”*
**Suitability Dry Skin**2%
*“doesnt stay on your skin much after your bath/shower”*
**Durability**2%
*“it does not last as long”*
**Lather**2%
*“Doesnt lather up much”*
### **Top return reasons **
**Smell**43%
**Value For Money**25%
**Advertised Vs Actual Product**14%
**Ethical Trade/Fair Trade**7%
**Quality-Overall**7%
**Defective Material/Parts**4%
## **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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