the ordinary hyaluronic acid
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible21.1%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Market size
Good£529K£529K/yr · 348K searches
Review moat
Bad9,194.6avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.22avg listing price — sweet spot $15–$100
Growth
Bad-14.1%90-day search growth — must beat 0% to launch
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£5.07–£11.46cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, the ordinary hyaluronic acid is a £529K/yr Amazon United Kingdom market (348K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 42/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
the ordinary hyaluronic acid market data
- Units sold / yr
- 60K–80K
- avg 10,000–12,500/product
- Revenue / yr
- £433K–£578K
- units × avg price
- Conversion rate
- 21.1%
- Avg BSR
- #78
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 48 months
- Avg seller age
- 145 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
71
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- The Ordinary86%
- Simple10%
- Bowasin4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top the ordinary hyaluronic acid search terms
- the ordinary hyaluronic acid223K/yr
- simple serum56K/yr
- ordinary hyaluronic acid serum10K/yr
- the ordinary hyaluronic acid 2% + b512K/yr
- the ordinary hyaluronic acid 60ml13K/yr
- hyaluronic acid the ordinary11K/yr
- hyaluronic acid ordinary6K/yr
- simple face serum5K/yr
- ordinary hyaluronic acid4K/yr
- simple booster serum4K/yr
Top the ordinary hyaluronic acid 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.
All 5 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
The Ordinary£6.894.6★37,319 rev
Simple Hydrate+ 3% Hyaluronic Acid + Vitamin B5 Face Serum skin care suitable for daily use on all skin types for hydrated softer skin 30 ml
Simple£5.074.4★2,797 rev
The Ordinary Multi-Peptide + Hyaluronic Acid Anti-Aging Peptide Serum for Crows Feet Elasticity & Firmness 30ml
The Ordinary£11.464.6★3,536 rev
Hyaluronic Acid 2% + B5 Hyaluronic Acid Serum for Face to Plump and Smooth Skin for All Skin Types 30 ml
Bowasin£7.463.4★33 rev
Simple Glow+ 10% Vitamins C + E + F Serum Skin Care for Dry or Dehydrated Skin Brightening Face Glow Serum for Youthful Glowing Skin 30 ml
Simple£5.214.4★2,288 rev
Newest
by launch dateHyaluronic Acid 2% + B5 Hyaluronic Acid Serum for Face to Plump and Smooth Skin for All Skin Types 30 ml
Bowasin£7.4633 rev
The Ordinary Multi-Peptide + Hyaluronic Acid Anti-Aging Peptide Serum for Crows Feet Elasticity & Firmness 30ml
The Ordinary£11.463,536 rev
Simple Hydrate+ 3% Hyaluronic Acid + Vitamin B5 Face Serum skin care suitable for daily use on all skin types for hydrated softer skin 30 ml
Simple£5.072,797 rev
Simple Glow+ 10% Vitamins C + E + F Serum Skin Care for Dry or Dehydrated Skin Brightening Face Glow Serum for Youthful Glowing Skin 30 ml
Simple£5.212,288 rev
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
The Ordinary£6.8937,319 rev
Trending
90-day click momentumHyaluronic Acid 2% + B5 Hyaluronic Acid Serum for Face to Plump and Smooth Skin for All Skin Types 30 ml
Bowasin£7.463.4★
The Ordinary Multi-Peptide + Hyaluronic Acid Anti-Aging Peptide Serum for Crows Feet Elasticity & Firmness 30ml
The Ordinary£11.464.6★
The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 30ml
The Ordinary£6.894.6★
Simple Glow+ 10% Vitamins C + E + F Serum Skin Care for Dry or Dehydrated Skin Brightening Face Glow Serum for Youthful Glowing Skin 30 ml
Simple£5.214.4★
Simple Hydrate+ 3% Hyaluronic Acid + Vitamin B5 Face Serum skin care suitable for daily use on all skin types for hydrated softer skin 30 ml
Simple£5.074.4★
What buyers say about the ordinary hyaluronic acid
What buyers praise and complain about, mined from review topics.What buyers love
“Better than most brands”
“Good moisturiser”
“suitable for sensitive skin”
“Its very affordable”
“it is visibly less dry”
“leaves my skin feeling soft”
“Does the job”
“My skin seems brighter”
“It absorbs well”
“this one has a really nice consistency”
What buyers complain about
“Unpleasant smell”
“Smaller than i thought for the price”
“Ok. Definitely still need moisturiser on the top of this”
“Simpl. Left horrible feel on face”
“extremely deceiving and should be allowed”
“Completely Drys the Skin until Crusty”
“Cannot use as caused severe irritation”
“very water like consistency”
“Makes my skin peel to hell”
“its not and Im not sure of the ingredients”
Top return reasons
Common questions
- Is the ordinary hyaluronic acid profitable to sell on Amazon United Kingdom?
- The niche generates £529K/yr across 5 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.1%. Flapen's verdict: Skip it (42/100).
- How competitive is the the ordinary hyaluronic acid niche?
- 3 brands and 71 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in the ordinary hyaluronic acid?
- Top complaints mined from reviews: Smell, Size-Overall, Moist/Dry. The return rate is 0.1%.
- When does demand for the ordinary hyaluronic acid peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the the ordinary hyaluronic acid niche?
- Listings span £5.07–£11.46; the average listing price is £7.22 (sweet spot $15–$100). The average incumbent carries 9,195 reviews — the moat a new listing must climb.