the ordinary set
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Okay3.1%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Okay£9.53avg listing price — sweet spot $15–$100
Price range
Bad£3.96–£18.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Bad£67K£67K/yr · 224K searches
Growth
Bad-23.9%90-day search growth — must beat 0% to launch
Review moat
Bad26,668.14avg incumbent reviews — the moat a new listing must climb
Competition
Bad92%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, the ordinary set is a £67K/yr Amazon United Kingdom market (224K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 26/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
the ordinary set market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £48K–£57K
- units × avg price
- Conversion rate
- 3.1%
- Avg BSR
- #42
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 4.4%
- Avg brand age
- 34 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
5
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
92%
Top 20: 100%
Open market
0%
- The Ordinary96%
- mixsoon4%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -23.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 5.5×
Top the ordinary set search terms
- the ordinary set59K/yr
- ordinary skincare set48K/yr
- ordinary set18K/yr
- the ordinary clear set16K/yr
- the ordinary skincare set15K/yr
- the ordinary gift set20K/yr
- the ordinary set skincare8K/yr
- the ordinary the clear set7K/yr
- inkey list set8K/yr
- the ordinary gift set for women7K/yr
Top the ordinary set 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 7 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Ordinary Face & Body Set Daily Skincare Routine with Niacinamide 5% Face & Body Emulsion Natural Moisturizing Factors + Inulin Body Lotion and Natural Moisturizing Factors + Hyaluronic Acid
The Ordinary£18.114.5★93 rev
The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml
The Ordinary£3.964.6★57,923 rev
The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml
The Ordinary£8.944.6★24,145 rev
The Ordinary Salicylic Acid 2% Solution Blemish-Fighting Serum for Blemish-Prone Skin 30ml
The Ordinary£4.844.5★11,234 rev
mixsoon Pure Glow Essentials Set - 5-Step Korean Glass Skin Routine for Sensitive Skin Hydrating Skincare Kit with Centella & Fermented Soybean Travel Kit Miniauture Size 5 Items
mixsoon£15.114.6★1,078 rev
Newest
by launch dateThe Ordinary Face & Body Set Daily Skincare Routine with Niacinamide 5% Face & Body Emulsion Natural Moisturizing Factors + Inulin Body Lotion and Natural Moisturizing Factors + Hyaluronic Acid
The Ordinary£18.1193 rev
mixsoon Pure Glow Essentials Set - 5-Step Korean Glass Skin Routine for Sensitive Skin Hydrating Skincare Kit with Centella & Fermented Soybean Travel Kit Miniauture Size 5 Items
mixsoon£15.111,078 rev
The Ordinary Salicylic Acid 2% Solution Blemish-Fighting Serum for Blemish-Prone Skin 30ml
The Ordinary£4.8411,234 rev
The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml
The Ordinary£3.9657,923 rev
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml
The Ordinary£8.8654,885 rev
Trending
90-day click momentummixsoon Pure Glow Essentials Set - 5-Step Korean Glass Skin Routine for Sensitive Skin Hydrating Skincare Kit with Centella & Fermented Soybean Travel Kit Miniauture Size 5 Items
mixsoon£15.114.6★
The Ordinary Face & Body Set Daily Skincare Routine with Niacinamide 5% Face & Body Emulsion Natural Moisturizing Factors + Inulin Body Lotion and Natural Moisturizing Factors + Hyaluronic Acid
The Ordinary£18.114.5★
The Ordinary Salicylic Acid 2% Solution Blemish-Fighting Serum for Blemish-Prone Skin 30ml
The Ordinary£4.844.5★
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml
The Ordinary£8.864.6★
The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml
The Ordinary£8.944.6★
What buyers say about the ordinary set
What buyers praise and complain about, mined from review topics.What buyers love
“Better than most brands”
“Great helps clear skin of spots”
“not expensive”
“Super hydrating”
“Feels very smooth”
“Highly recommend for dry skin sufferers”
“my dark spots reduced significantly good buy”
“It does what it says”
“absorbs great”
“smell nice”
What buyers complain about
“Allergic reaction”
“skin irritation”
“Unpleasant smell”
“dry - its awful”
“Certainly not for dry skin”
“Doesn't work”
“has a sticky feel”
“they look much smaller”
“Made my skin worse”
“not worth the price”
Top return reasons
Common questions
- Is the ordinary set profitable to sell on Amazon United Kingdom?
- The niche generates £67K/yr across 7 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -23.9%. Flapen's verdict: Skip it (26/100).
- How competitive is the the ordinary set niche?
- 2 brands and 5 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in the ordinary set?
- Top complaints mined from reviews: Allergies, Skin Health, Smell. The return rate is 0.1%.
- When does demand for the ordinary set peak?
- Demand peaks in Nov–Dec; the busiest month runs 5.5× the quietest.
- What does it cost to enter the the ordinary set niche?
- Listings span £3.96–£18.11; the average listing price is £9.53 (sweet spot $15–$100). The average incumbent carries 26,668 reviews — the moat a new listing must climb.