---
title: "Water Based Moisturiser — £66K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/water-based-moisturiser"
last_updated: "2026-08-06T18:23:13.554Z"
locale: en
meta:
description: "Niche score 33/100 · £66K/yr market · 69K searches/yr · £7.66 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 33/100 · £66K/yr market · 69K searches/yr · £7.66 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Water Based Moisturiser — £66K/yr Amazon UK Niche (2026) - Flapen"
---
# **water based moisturiser**
**Skip it**
A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Market size 17Growth 24Conversion 95Competition 0Returns 100Price range 0Avg price 21Brand share 0Review moat 24Quality gap 53
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.6%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-1.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****5,424**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.66**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£66K**
£66K/yr · 69K searches
**Competition**
**Bad****100%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£6.39–£9.50**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
23K18KSpike '24Holiday '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
Peak months: Mar, Aug, Sep, Oct · busiest ÷ quietest = 7.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/water-based-moisturiser/trend)
## **Top water based moisturiser search terms**
- **water based moisturiser**12K/yr+8.1%3.7% conv. - **omega water cream**16K/yr-0.8%19.9% conv. - **water cream**10K/yr+7.2%4.0% conv. - **inkey list omega water cream**9K/yr-6.5%20.0% conv. - **the inkey list omega water cream**4K/yr+53.3%17.5% conv. - **water based moisturizer for face**7K/yr-35.2%5.0% conv. - **water cream face moisturiser**3K/yr-22.8%3.3% conv. - **omega water cream the inkey list**3K/yr-44.1%21.5% conv. - **inkey omega water cream**2K/yr+3.3%20.4% conv. - **inkey list water cream**2K/yr-13.0%20.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/water-based-moisturiser/search-terms)
## **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.
0%20%£13K40%£27K60%£40K80%£53K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 4 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**The INKEY List Omega Water Cream 50ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin**The INKEY List**£7.01**4.4★2,998 rev](https://www.amazon.co.uk/dp/B09TZDXTRT) [2**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**£6.39**4.5★13,380 rev](https://www.amazon.co.uk/dp/B01LZUCVV5) [3**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**£7.72**4.5★51 rev](https://www.amazon.co.uk/dp/B0DVC9QF22) [4**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**£9.50**4.3★5,267 rev](https://www.amazon.co.uk/dp/B0BJ74DJXG)
### **Newest**
by launch date
[**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**£7.72**51 rev1y ago](https://www.amazon.co.uk/dp/B0DVC9QF22) [**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**£9.50**5,267 rev3y ago](https://www.amazon.co.uk/dp/B0BJ74DJXG) [**The INKEY List Omega Water Cream 50ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin**The INKEY List**£7.01**2,998 rev4y ago](https://www.amazon.co.uk/dp/B09TZDXTRT) [**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**£6.39**13,380 rev9y ago](https://www.amazon.co.uk/dp/B01LZUCVV5)
### **Trending**
90-day click momentum
[**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**£9.50**4.3★**▲ 33%**](https://www.amazon.co.uk/dp/B0BJ74DJXG) [**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**£6.39**4.5★**▲ 18%**](https://www.amazon.co.uk/dp/B01LZUCVV5) [**The INKEY List Omega Water Cream 50ml Oil-Free Face Moisturiser Lightweight Gel Vegan Friendly Skincare Suitable For Blemish Prone Skin**The INKEY List**£7.01**4.4★**— 1%**](https://www.amazon.co.uk/dp/B09TZDXTRT) [**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**£7.72**4.5★**▼ 28%**](https://www.amazon.co.uk/dp/B0DVC9QF22)
## **What buyers say about water based moisturiser**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**30%
*“Good moisturiser”*
**Suitability Combination Skin**8%
*“Really good for combination skin”*
**Quality-Overall**7%
*“Great producT”*
**Weight Light**6%
*“Amazing lightweight”*
**Soft Feel**6%
*“Feels nice on”*
**Suitability Dry Skin**5%
*“This gel has helped make my skin feel hydrated”*
**Value For Money**5%
*“Excellent value for money”*
**Absorbency**4%
*“Absorbs well”*
**Suitability Oily Skin**3%
*“Boon for oily skin”*
**Smell**2%
*“It's fragrance free too which she prefers”*
### **What buyers complain about **
**Allergies**11%
*“because I have a bad reaction to my skin”*
**Moist/Dry**9%
*“not very hydrating”*
**Smell**7%
*“has a weird smell to it”*
**Suitability Oily Skin**4%
*“I wasnt sure at first this one definitely give me acne i have a oily skin”*
**Oily/Greasy**4%
*“Doesnt make my face so oily after use”*
**Skin Health**4%
*“This is not great if you have fungal acne”*
**Functionality-Overall**3%
*“nothing comes out except right at the bottom”*
**Value For Money**3%
*“The price is a little excessive for what is essentially a basic moisturiser”*
**Motor Power**3%
*“Pump on bottle broken”*
**Product Condition**3%
*“it has clearly previously been used”*
### **Top return reasons **
**Moist/Dry**100%
## **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.
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