water based moisturiser
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.6%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Bad-1.5%90-day search growth — must beat 0% to launch
Review moat
Bad5,424avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.66avg listing price — sweet spot $15–$100
Market size
Bad£66K£66K/yr · 69K searches
Competition
Bad100%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£6.39–£9.50cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, water based moisturiser is a £66K/yr Amazon United Kingdom market (69K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Mar–Aug–Sep–Oct. Verdict: Skip it — 33/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
water based moisturiser market data
- Units sold / yr
- 8K–10K
- avg 2,000–2,500/product
- Revenue / yr
- £61K–£77K
- units × avg price
- Conversion rate
- 12.6%
- Avg BSR
- #480
- Page quality
- 0%
- Prime
- 75%
- Sponsored
- 100%
- Out of stock
- 3.9%
- Avg brand age
- 60 months
- Avg seller age
- 153 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
50
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- The INKEY List83%
- Neutrogena13%
- BYOMA4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.5% search growth over the last 90 days.Peak months: Mar, Aug, Sep, Oct · busiest ÷ quietest = 7.2×
Top water based moisturiser search terms
- water based moisturiser12K/yr
- omega water cream16K/yr
- water cream10K/yr
- inkey list omega water cream9K/yr
- the inkey list omega water cream4K/yr
- water based moisturizer for face7K/yr
- water cream face moisturiser3K/yr
- omega water cream the inkey list3K/yr
- inkey omega water cream2K/yr
- inkey list water cream2K/yr
Top water based moisturiser 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 4 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The INKEY List Omega Water Cream 50ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin
The INKEY List£7.014.4★2,998 rev
Neutrogena Hydro Boost Water Gel (1x 50ml) Oil-Free Face Cream with Hyaluronic Acid Amino Acids and Electrolytes Lightweight Face Care with 72 Hour Hydration For Acne-Prone and Sensitive Skin
Neutrogena£6.394.5★13,380 rev
The INKEY List Supersize Omega Water Cream 100ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin
The INKEY List£7.724.5★51 rev
BYOMA Moisturising Gel Cream (50ml) Lightweight Oil Free Daily Moisturiser with Barrier Repair Niacinamide and Green Tea for All Skin Types - Alcohol Free Vegan
BYOMA£9.504.3★5,267 rev
Newest
by launch dateThe INKEY List Supersize Omega Water Cream 100ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin
The INKEY List£7.7251 rev
BYOMA Moisturising Gel Cream (50ml) Lightweight Oil Free Daily Moisturiser with Barrier Repair Niacinamide and Green Tea for All Skin Types - Alcohol Free Vegan
BYOMA£9.505,267 rev
The INKEY List Omega Water Cream 50ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin
The INKEY List£7.012,998 rev
Neutrogena Hydro Boost Water Gel (1x 50ml) Oil-Free Face Cream with Hyaluronic Acid Amino Acids and Electrolytes Lightweight Face Care with 72 Hour Hydration For Acne-Prone and Sensitive Skin
Neutrogena£6.3913,380 rev
Trending
90-day click momentumBYOMA Moisturising Gel Cream (50ml) Lightweight Oil Free Daily Moisturiser with Barrier Repair Niacinamide and Green Tea for All Skin Types - Alcohol Free Vegan
BYOMA£9.504.3★
Neutrogena Hydro Boost Water Gel (1x 50ml) Oil-Free Face Cream with Hyaluronic Acid Amino Acids and Electrolytes Lightweight Face Care with 72 Hour Hydration For Acne-Prone and Sensitive Skin
Neutrogena£6.394.5★
The INKEY List Omega Water Cream 50ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin
The INKEY List£7.014.4★
The INKEY List Supersize Omega Water Cream 100ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin
The INKEY List£7.724.5★
What buyers say about water based moisturiser
What buyers praise and complain about, mined from review topics.What buyers love
“Good moisturiser”
“Really good for combination skin”
“Great producT”
“Amazing lightweight”
“Feels nice on”
“This gel has helped make my skin feel hydrated”
“Excellent value for money”
“Absorbs well”
“Boon for oily skin”
“It's fragrance free too which she prefers”
What buyers complain about
“because I have a bad reaction to my skin”
“not very hydrating”
“has a weird smell to it”
“I wasnt sure at first this one definitely give me acne i have a oily skin”
“Doesnt make my face so oily after use”
“This is not great if you have fungal acne”
“nothing comes out except right at the bottom”
“The price is a little excessive for what is essentially a basic moisturiser”
“Pump on bottle broken”
“it has clearly previously been used”
Top return reasons
Common questions
- Is water based moisturiser profitable to sell on Amazon United Kingdom?
- The niche generates £66K/yr across 4 tracked products. 90-day search growth is -1.5%. Flapen's verdict: Skip it (33/100).
- How competitive is the water based moisturiser niche?
- 3 brands and 50 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in water based moisturiser?
- Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.0%.
- When does demand for water based moisturiser peak?
- Demand peaks in Mar–Aug–Sep–Oct; the busiest month runs 7.2× the quietest.
- What does it cost to enter the water based moisturiser niche?
- Listings span £6.39–£9.50; the average listing price is £7.66 (sweet spot $15–$100). The average incumbent carries 5,424 reviews — the moat a new listing must climb.