toner
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($1.74–$13.33) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great7.6%search→purchase rate — share of searches ending in a sale
Brand share
Good64%top-5 brand share — brands hold most of the demand
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Market size
Good£556K£556K/yr · 946K searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-6.0%90-day search growth — must beat 0% to launch
Avg price
Bad£7.72avg listing price — sweet spot $15–$100
Review moat
Bad15,284.44avg incumbent reviews — the moat a new listing must climb
Price range
Bad£1.74–£13.33cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, toner is a £556K/yr Amazon United Kingdom market (946K searches/yr). The top 5 brands hold 64% of demand. Demand peaks in May–Nov. Verdict: Worth a look — 52/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
toner market data
- Units sold / yr
- 60K–80K
- avg 1,500–2,000/product
- Revenue / yr
- £463K–£618K
- units × avg price
- Conversion rate
- 7.6%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 78%
- Out of stock
- 2.6%
- Avg brand age
- 61 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
194
Top-5 brand share
64%
Top 20: 100%
Top-5 click share
47%
Top 20: 94%
Open market
28%
- Simple16%
- The Ordinary15%
- medicube14%
- L'Oreal Paris11%
- NIVEA8%
- BYOMA8%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.0% search growth over the last 90 days.Peak months: May, Nov · busiest ÷ quietest = 2.4×
Top toner search terms
- toner378K/yr
- face toner226K/yr
- simple toner39K/yr
- facial toner29K/yr
- hydrating toner28K/yr
- skin toner21K/yr
- toner for face116K/yr
- simple toner for face13K/yr
- nivea toner16K/yr
- toner for oily skin9K/yr
Top toner 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Simple Kind to Skin Soothing Facial Toner Alcohol-Free for Daily Use on Sensitive Skin 200 ml
Simple£1.864.6★4,355 rev
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 240ml
The Ordinary£8.864.6★54,885 rev
LOreal Paris Age Perfect Smoothing and Anti Fatigue Vitamin C Refreshing Toner Black Ultra-Invigorating Formula Exfoliates Smooths and Energizes the Skin 200 ml (Pack of 1)
L'Oreal Paris£1.744.6★2,609 rev
NIVEA Derma Skin Clear Toner (200ml) Cleansing and Hydrating Salicylic Acid Toner Enriched with Niacinamide to Rebalance and Remove Impurities For Blemish-Prone Skin
NIVEA£2.454.6★1,907 rev
BYOMA Hydrating Milky Toner (150ml) for Dry Skin Ultra Hydrating Toner for Face - Soothes Skin Locks in Moisture Reduces Redness - Barrier Repair Vegan
BYOMA£9.544.7★6,006 rev
Newest
by launch date
medicube Salmon DNA PDRN Pink CICA Soothing Toner I Pink Glow Toner for Skin Boosting Soothing and Calming Uneven Skin Tone Peptide & Niacinamide Korean Skin Care (250ml)
medicube£10.963,622 rev
The Ordinary Glycolic Acid 7% Exfoliating Toner Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone 100ml
The Ordinary£6.2554,885 rev
Anua Heartleaf 77 Soothing Toner Moisturizing & Calming Facial Toner for Glass Skin Hyaluronic Acid Lightweight Hydration for Sensitive Skin Redness Relief Korean Skin Care 8.45 fl.oz
ANUA£12.38737 rev
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz
ANUA£13.331,297 rev
Garnier Vitamin C Brightening Liquid Care Toner with 10% Glycerin + Niacinamide + Vitamin C + Salicylic acid - Dermatologically tested Vegan Formula Cruelty-Free approved - 120ML
Garnier£5.29106 rev
Trending
90-day click momentummedicube Salmon DNA PDRN Pink CICA Soothing Toner I Pink Glow Toner for Skin Boosting Soothing and Calming Uneven Skin Tone Peptide & Niacinamide Korean Skin Care (250ml)
medicube£10.964.6★
medicube Triple Collagen Toner - Hydrolyzed Atelo & Soluble Collagen for Deep Hydration & Plump Skin - Fast-Absorbing Formula for All-Day Suppleness Korean Skincare (140ml)
medicube£10.444.7★
LOréal Paris Hyaluron Expert Replumping Toner Hyaluronic Acid Removes Traces of Makeup & Refreshes Skin Complexion 200ml Dermatologically Approved Toner
L'Oreal Paris£2.974.5★
medicube Zero Pore Pads 2.0 Dual-Textured Facial Toner Pads for Exfoliation and Pore Care with 4.5% AHA Lactic Acid & 0.45% BHA Salicylic Acid Ideal for All Skin Types Korean Skin Care (70 units)
medicube£11.994.6★
Garnier Vitamin C Brightening Liquid Care Toner with 10% Glycerin + Niacinamide + Vitamin C + Salicylic acid - Dermatologically tested Vegan Formula Cruelty-Free approved - 120ML
Garnier£5.294.6★
What buyers say about toner
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“Has helped so much clear out my skin”
“Good value for money”
“Makes my skin soft”
“Its hydrating”
“This is great for a mild exfoliation”
“Glowing skin”
“Excellent cleanser”
“Exactly what I ordered”
“Great fragrance”
What buyers complain about
“skin feels irritated”
“My skin is so dry”
“Skin feels sticky after use”
“Unpleasant smell”
“I don't recommend for ppl with dry skin”
“Over priced”
“Smaller than expected”
“makes you feel sticky and does nothing”
“Terrible for sensitive skin”
“doesnt do everything”
Top return reasons
Common questions
- Is toner profitable to sell on Amazon United Kingdom?
- The niche generates £556K/yr across 27 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -6.0%. Flapen's verdict: Worth a look (52/100).
- How competitive is the toner niche?
- 18 brands and 194 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 64% of demand.
- What do buyers complain about in toner?
- Top complaints mined from reviews: Allergies, Moist/Dry, Skin Health. The return rate is 0.1%.
- When does demand for toner peak?
- Demand peaks in May–Nov; the busiest month runs 2.4× the quietest.
- What does it cost to enter the toner niche?
- Listings span £1.74–£13.33; the average listing price is £7.72 (sweet spot $15–$100). The average incumbent carries 15,284 reviews — the moat a new listing must climb.