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E-liquid

Fail

Prices span $3.07–$10.67, mostly outside the sweet spot, so E-liquid is a Fail.

Flapen Score
37
37 / 100
Ranks 1,159 of 1,488 Electronics & Photo niches · −7 vs the category median of 44
Market size
£8K/yr34K searches / yr
90-day growth
-28.5%search demand this quarter
Competition
59%top-5 click share · 6 brands · 15 sellers

Flapen Score

E-liquid against its category

The dotted line is the Electronics & Photo average. Past it, E-liquid is stronger. Inside it, weaker.

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The E-liquid market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for E-liquid 34K times last year and spent an estimated £8K. The top 5 brands take 98% of clicks. Demand peaks in Jun. Flapen scores it 37 out of 100, a Fail.

01 · Demand

2.9% of searches ended in a purchase last week.

Shoppers searched for this 34K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.9% of those searches ended in a purchase. Searches in the last 90 days moved -28.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £8K a year.

Searches, last 12 months
34K
Growth, 90 days vs prior 90
-28.5%
Conversion, latest week
2.9%
Market size, estimated
£8Ka year
Peak month
June2.1× the quietest month
Top search term
vape juice 100ml10K searches a year

02 · Price

A sale here is worth £8.29.

Listings sell for £8.29 on average, from £3.07 to £10.67. Amazon reports units sold in ranges. This niche sold 750 to 1K a year. The average listing sells 0 to 100 of them. At £8.29 that is £0 to £829 a year per listing.

Average price
£8.29under the $15 to $100 sweet spot
Price range
£3.07–£10.67
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
750–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£829
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 95% ship with Prime. On an average day, 13.5% of listings are out of stock. The average listing ranks #0 within E-Cigarettes, E-Shisha & Heat-Not-Burn. It carries 61 reviews at 4.04 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
95%
Out of stock, average day
13.5%
Average rank
#0in E-Cigarettes, E-Shisha & Heat-Not-Burn
Average rating
4.04 starsAmazon United Kingdom average 4.36 stars
Average reviews
61per listing
Listings tracked
19

04 · Newcomers

Amazon counts 4 of last year's 14 launches as successful.

14 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 44 months on average, so the names here are settling in.

Launched, last 12 months
14
Successful launches
4Amazon's first-year sales bar
Average brand age
44 months

Products

Top E-liquid products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 59% of clicks. Leaders hold, but buyers still shop past them.

£0£807£2K£2K£3K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

E-liquid search demand

Weekly searches over the year, seasonality beneath. Pick a range.

3K2KSpike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jun · busiest ÷ quietest = 2.1×

Search terms

Top E-liquid search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about E-liquid

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Ease Of Use20%−0.27

Extremely poor when used

however im unable to open it

I cannot open it even with extreme force

Smell20%−0.01

it squirted in me partner questioned the water melon scent on my cooch would try again

If you vape this in your house the sickly smell will fill the entire house

Advertised Vs Actual Product15%+0.27

deceitful

fake advertising

if this wasn't advertised incorrectly I would have bought it elsewhere

Strength10%−0.13

Terrible flever

De-Grease10%−0.13

Rubbish,tastes of nothing and just like pure greasy oil in a bottle

Love

Quality-Overall32%+2.68

Good quality and arrived on time

Good quality vape juice

Great quality

Value For Money25%−0.32

It is cheap

Good value

Great price

Advertised Vs Actual Product14%+0.27

Got what I wanted

Exactly what I asked for

Soft Feel7%

Very smooth vape

Compatibility-Overall7%+0.65

Works lovely in my Vaporesso Xros 5

Return

0.6% Return rate 13% Fixable by listing

Leak-Proof60%▁▇▅▅▄█

Theres always a small amount of spillage when taking the spout out

Advertised Vs Actual Product13%▁▁▁█▁▁

deceitful

fake advertising

if this wasn't advertised incorrectly I would have bought it elsewhere

Functionality-Overall13%▁▁█▁▅▁
Value For Money10%▁▁▅▁█▁

just the cheapness factor is good otherwise wouldnt recommend

Product Condition2%▁█▁▁▁▁

FAQ

Common E-liquid questions

Answered from the same tracked data.