---
title: "The Ordinary Set — £67K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/the-ordinary-set"
last_updated: "2026-08-06T19:16:42.992Z"
locale: en
meta:
description: "Niche score 26/100 · £67K/yr market · 224K searches/yr · £9.53 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 26/100 · £67K/yr market · 224K searches/yr · £9.53 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "The Ordinary Set — £67K/yr Amazon UK Niche (2026) - Flapen"
---
# **the ordinary set**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 17Growth 13Conversion 39Competition 7Returns 100Price range 22Avg price 29Brand share 0Review moat 13Quality gap 30
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Okay****3.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****£9.53**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£3.96–£18.11**
cheapest 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**
**Bad****26,668.14**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****92%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 5.5×
[**Open Trend **](https://flapen.com/research/uk/beauty/the-ordinary-set/trend)
## **Top the ordinary set search terms**
- **the ordinary set**59K/yr-25.1%1.4% conv. - **ordinary skincare set**48K/yr-45.3%1.4% conv. - **ordinary set**18K/yr+33.3%1.5% conv. - **the ordinary clear set**16K/yr-8.5%1.6% conv. - **the ordinary skincare set**15K/yr-25.5%1.2% conv. - **the ordinary gift set**20K/yr-30.4%1.6% conv. - **the ordinary set skincare**8K/yr+13.8%2.0% conv. - **the ordinary the clear set**7K/yr-25.4%2.4% conv. - **inkey list set**8K/yr-33.7%0.0% conv. - **the ordinary gift set for women**7K/yr-6.3%2.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/the-ordinary-set/search-terms)
## **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.
0%20%£13K40%£27K60%£40K80%£53K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 7 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£18.11**4.5★93 rev](https://www.amazon.co.uk/dp/B0F7Z4HDNC) [2**The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml**The Ordinary**£3.96**4.6★57,923 rev](https://www.amazon.co.uk/dp/B01MDTVZTZ) [3**The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml**The Ordinary**£8.94**4.6★24,145 rev](https://www.amazon.co.uk/dp/B07N74F8NP) [4**The Ordinary Salicylic Acid 2% Solution Blemish-Fighting Serum for Blemish-Prone Skin 30ml**The Ordinary**£4.84**4.5★11,234 rev](https://www.amazon.co.uk/dp/B0C3PCJ6SD) [5**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**£15.11**4.6★1,078 rev](https://www.amazon.co.uk/dp/B0F8VK8K98)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**£18.11**93 rev5mo ago](https://www.amazon.co.uk/dp/B0F7Z4HDNC) [**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**£15.11**1,078 rev11mo ago](https://www.amazon.co.uk/dp/B0F8VK8K98) [**The Ordinary Salicylic Acid 2% Solution Blemish-Fighting Serum for Blemish-Prone Skin 30ml**The Ordinary**£4.84**11,234 rev3y ago](https://www.amazon.co.uk/dp/B0C3PCJ6SD) [**The Ordinary Niacinamide 10% + Zinc 1% Brightening & Smoothing Serum for Blemish-Prone Skin 30ml**The Ordinary**£3.96**57,923 rev6y ago](https://www.amazon.co.uk/dp/B01MDTVZTZ) [**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml**The Ordinary**£8.86**54,885 rev9y ago](https://www.amazon.co.uk/dp/B071914GGL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£15.11**4.6★**▲ 192%**](https://www.amazon.co.uk/dp/B0F8VK8K98) [**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**£18.11**4.5★**▲ 104%**](https://www.amazon.co.uk/dp/B0F7Z4HDNC) [**The Ordinary Salicylic Acid 2% Solution Blemish-Fighting Serum for Blemish-Prone Skin 30ml**The Ordinary**£4.84**4.5★**▼ 47%**](https://www.amazon.co.uk/dp/B0C3PCJ6SD) [**The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml**The Ordinary**£8.86**4.6★**▼ 58%**](https://www.amazon.co.uk/dp/B071914GGL) [**The Ordinary Natural Moisturizing Factors + HA Lightweight Hydrator for Skin Barrier Support & Hydration 100ml**The Ordinary**£8.94**4.6★**▼ 59%**](https://www.amazon.co.uk/dp/B07N74F8NP)
**~~View all trending →~~**
## **What buyers say about the ordinary set**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**19%
*“Better than most brands”*
**Suitability Combination Skin**14%
*“Great helps clear skin of spots”*
**Value For Money**13%
*“not expensive”*
**Moist/Dry**10%
*“Super hydrating”*
**Soft Feel**6%
*“Feels very smooth”*
**Suitability Dry Skin**5%
*“Highly recommend for dry skin sufferers”*
**Symptom Reduction**3%
*“my dark spots reduced significantly good buy”*
**Advertised Vs Actual Product**3%
*“It does what it says”*
**Absorbency**3%
*“absorbs great”*
**Smell**3%
*“smell nice”*
### **What buyers complain about **
**Allergies**18%
*“Allergic reaction”*
**Skin Health**10%
*“skin irritation”*
**Smell**6%
*“Unpleasant smell”*
**Moist/Dry**6%
*“dry - its awful”*
**Suitability Dry Skin**6%
*“Certainly not for dry skin”*
**Functionality-Overall**6%
*“Doesn't work”*
**Adhesion/Stickiness**4%
*“has a sticky feel”*
**Size-Overall**4%
*“they look much smaller”*
**Suitability Combination Skin**3%
*“Made my skin worse”*
**Value For Money**3%
*“not worth the price”*
### **Top return reasons **
**Size-Overall**36%
**Ethical Trade/Fair Trade**9%
**Compatibility-Overall**9%
**Advertised Vs Actual Product**9%
**Leak-Proof**9%
**Skin Health**9%
**Instructions/User Manual/Troubleshooting**9%
**Smell**9%
## **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.
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