e-liquid
Skip itPrices mostly outside the sweet spot ($3.07–$10.67) — this niche doesn't clear our bar today.
Review moat
Incredible61.32avg incumbent reviews — the moat a new listing must climb
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Quality gap
Great4.0★avg incumbent rating — lower means beatable quality
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Conversion
Okay2.9%search→purchase rate — share of searches ending in a sale
Avg price
Bad£8.29avg listing price — sweet spot $15–$100
Growth
Bad-28.5%90-day search growth — must beat 0% to launch
Brand share
Bad98%top-5 brand share — brand-locked demand
Market size
Bad£8K£8K/yr · 34K searches
Price range
Bad£3.07–£10.67cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, e-liquid is a £8K/yr Amazon United Kingdom market (34K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jun. Verdict: Skip it — 37/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
e-liquid market data
- Units sold / yr
- 750–1K
- avg 0–100/product
- Revenue / yr
- £6K–£8K
- units × avg price
- Conversion rate
- 2.9%
- Avg BSR
- #0
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 0%
- Out of stock
- 13.5%
- Avg brand age
- 44 months
- Avg seller age
- 229 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
6 falling
Sellers
15
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
59%
Top 20: 100%
Open market
0%
- Seriously Donuts34%
- Doozy Vape27%
- Paradise Products21%
- Just Juice Superior E-Liquids13%
- Generic3%
- GALAXEJUICE2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -28.5% search growth over the last 90 days.Peak months: Jun · busiest ÷ quietest = 2.1×
Top e-liquid search terms
- vape juice 100ml10K/yr
- e-liquid9K/yr
- eliquid 100ml7K/yr
- e liquid 100ml6K/yr
- vape district2K/yr
- vape district juice347/yr
- vape district vape liquid132/yr
- vape juice 100+ml20/yr
Top e-liquid 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Seriously Nice Blue Razz Ice 0mg 100ml Shortfill E-Liquid Nicotine Free
Doozy Vape£7.344.0★280 rev
Seriously Nice Blue Razz Ice 0mg 100ml Shortfill E-Liquid Nicotine Free
Seriously Donuts£7.683.7★10 rev
Doozy Seriously Slushy Lemon Lime E-liquid 100ml 70VG/30PG 0mg Nicotine Shortfill Vape Juice
Seriously Donuts£8.004.0★21 rev
Seriously Donuts Glazed Biscuit E-Liquid 100ml Shortfill Nicotine Free Donut Flavoured Vape Juice
Seriously Donuts£8.264.2★18 rev
Just Juice Superior E-Liquids Vape Liquid with No Nicotine - Strawberry Kiwi Flavour - 10ml Bottle 60/40 0mg e-Liquid Nic Free eliquid
Just Juice Superior E-Liquids£3.074.3★170 rev
Newest
by launch date
Drifter - 100ml 0mg Nicotine - Vape Juice 18+ Only - Vape liquid (SRC)
Paradise Products£10.151 rev
Seriously - S0 DA 100ml Shortfill No Nicotine Only +18-0mg - Vape Juice (Tropical)
Paradise Products£10.199 rev
Seriously Donuts Strawberry and Cream E-Liquid 100ml Shortfill Nicotine Free Donut Flavoured Vape Juice
Seriously Donuts£8.6323 rev
Drifter - 100ml 0mg Nicotine - Vape Juice 18+ Only - 0mg (Pine Apple)
Paradise Products£10.2112 rev
Doozy Seriously Slushy Lemon Lime E-liquid 100ml 70VG/30PG 0mg Nicotine Shortfill Vape Juice
Seriously Donuts£8.0021 rev
Trending
90-day click momentumJust Juice Superior E-Liquids Vape Liquid with No Nicotine - Strawberry Kiwi Flavour - 10ml Bottle 60/40 0mg e-Liquid Nic Free eliquid
Just Juice Superior E-Liquids£3.074.3★
Drifter - 100ml 0mg Nicotine - Vape Juice 18+ Only - Vape liquid (SRC)
Paradise Products£10.155.0★
Seriously - S0 DA 100ml Shortfill No Nicotine Only +18-0mg - Vape Juice (Tropical)
Paradise Products£10.194.1★
Doozy Seriously Slushy Lemon Lime E-liquid 100ml 70VG/30PG 0mg Nicotine Shortfill Vape Juice
Seriously Donuts£8.004.0★
Seriously Nice Blue Razz Ice 0mg 100ml Shortfill E-Liquid Nicotine Free
Seriously Donuts£7.683.7★
What buyers say about e-liquid
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality and arrived on time”
“It is cheap”
“Got what I wanted”
“Very smooth vape”
“Works lovely in my Vaporesso Xros 5”
“Worked good”
“Can just smell what it is”
What buyers complain about
“Extremely poor when used”
“it squirted in me partner questioned the water melon scent on my cooch would try again”
“deceitful”
“Terrible flever”
“Rubbish,tastes of nothing and just like pure greasy oil in a bottle”
“Theres always a small amount of spillage when taking the spout out”
“just the cheapness factor is good otherwise wouldnt recommend”
Top return reasons
Common questions
- Is e-liquid profitable to sell on Amazon United Kingdom?
- The niche generates £8K/yr across 19 tracked products. 4 of 14 products launched in the last 360 days are still selling. 90-day search growth is -28.5%. Flapen's verdict: Skip it (37/100).
- How competitive is the e-liquid niche?
- 6 brands and 15 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in e-liquid?
- Top complaints mined from reviews: Ease Of Use, Smell, Advertised Vs Actual Product. The return rate is 0.6%.
- When does demand for e-liquid peak?
- Demand peaks in Jun; the busiest month runs 2.1× the quietest.
- What does it cost to enter the e-liquid niche?
- Listings span £3.07–£10.67; the average listing price is £8.29 (sweet spot $15–$100). The average incumbent carries 61 reviews — the moat a new listing must climb.