How competitive is the E-liquid niche on Amazon United Kingdom?

6 brands and 15 sellers compete in E-liquid on Amazon United Kingdom. The top 5 E-liquid products take 59% of clicks and its top 5 brands hold 98% of demand.

What do buyers complain about in E-liquid?

E-liquid buyers on Amazon United Kingdom complain most about Ease Of Use, Smell, Advertised Vs Actual Product, the themes mined from the niche's reviews. Its return rate is 0.6%.

What does it cost to enter the E-liquid niche?

E-liquid sells for £8.29 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £3.07–£10.67. The average incumbent carries 61 reviews — the moat a new listing must climb.

E-liquid

prices mostly outside the sweet spot ($3.07–$10.67) — E-liquid doesn't clear our bar today.

Signals Low Review Barrier

Flapen Score

Skip it

This niche Category average

Is E-liquid profitable on Amazon?

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.

E-liquid: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -28.5% over the last 90 days and 2.9% of searches end in a purchase.

£8K

revenue / yr

Units sold / yr1K

Search volume / yr-28.5%34K

Conversion rate2.9%

Avg price£8.29

Who owns the niche?

The top 5 brands hold 98% of demand, so 2% of the market is open.

open market share

Brands · sellers6 · 15

Top-5 product click share59%

Open market2%

Avg brand age44 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.0★ — the gap to enter on.

0/100

page quality · 19 products

Top E-liquid products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Seriously Nice Blue Razz Ice 0mg 100ml Shortfill E-Liquid Nicotine Free

Price: £7.34
Rating: 4.0/5
Reviews: 280
Age: 4y ago

Seriously Nice Blue Razz Ice 0mg 100ml Shortfill E-Liquid Nicotine Free

Price: £7.68
Rating: 3.7/5
Reviews: 10
Age: 7mo ago

Doozy Seriously Slushy Lemon Lime E-liquid 100ml 70VG/30PG 0mg Nicotine Shortfill Vape Juice

Price: £8.00
Rating: 4.0/5
Reviews: 21
Age: 7mo ago

Seriously Donuts Glazed Biscuit E-Liquid 100ml Shortfill Nicotine Free Donut Flavoured Vape Juice

Price: £8.26
Rating: 4.2/5
Reviews: 18
Age: 7mo ago

Just Juice Superior E-Liquids Vape Liquid with No Nicotine - Strawberry Kiwi Flavour - 10ml Bottle 60/40 0mg e-Liquid Nic Free eliquid

Price: £3.07
Rating: 4.3/5
Reviews: 170
Age: 10mo ago

Newest

by launch date

Drifter - 100ml 0mg Nicotine - Vape Juice 18+ Only - Vape liquid (SRC)

Price: £10.15
Rating: 5.0/5
Reviews: 1
Age: 3mo ago

Seriously - S0 DA 100ml Shortfill No Nicotine Only +18-0mg - Vape Juice (Tropical)

Price: £10.19
Rating: 4.1/5
Reviews: 9
Age: 6mo ago

Seriously Donuts Strawberry and Cream E-Liquid 100ml Shortfill Nicotine Free Donut Flavoured Vape Juice

Price: £8.63
Rating: 3.7/5
Reviews: 23
Age: 6mo ago

Drifter - 100ml 0mg Nicotine - Vape Juice 18+ Only - 0mg (Pine Apple)

Price: £10.21
Rating: 4.3/5
Reviews: 12
Age: 6mo ago

Doozy Seriously Slushy Lemon Lime E-liquid 100ml 70VG/30PG 0mg Nicotine Shortfill Vape Juice

Price: £8.00
Rating: 4.0/5
Reviews: 21
Age: 7mo ago

Competition: brands, sellers & click share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

59%

Top 20: 100%

Open market

Seriously Donuts34%
Doozy Vape27%
Paradise Products21%
Just Juice Superior E-Liquids13%
Generic3%
GALAXEJUICE2%
Open — no brand owns it (0%)

E-liquid demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume34KCVR2.9%Products19Brands6Top 5 Brands98%OOS Rate13.5%Rating4.0★Reviews61Avg BSR#0

Peak months: Jun · busiest ÷ quietest = 2.1×

Top E-liquid search terms shoppers use

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

vape juice 100ml10K/yr -24.0%3.2% conv.
e-liquid9K/yr -12.9%0.7% conv.
eliquid 100ml7K/yr -37.4%2.1% conv.
e liquid 100ml6K/yr -46.7%1.9% conv.
vape district2K/yr -22.4%3.8% conv.
vape district juice347/yr -45.3%0.0% conv.
vape district vape liquid132/yr -47.4%0.0% conv.
vape juice 100+ml20/yr +0.0%0.0% conv.

What reviews say buyers love and hate about E-liquid

What buyers mention most, as a share of all reviews.

What buyers love

96% of reviews

Quality-Overall32%

“Good quality and arrived on time”

Value For Money25%

“It is cheap”

Advertised Vs Actual Product14%

“Got what I wanted”

Soft Feel7%

“Very smooth vape”

Compatibility-Overall7%

“Works lovely in my Vaporesso Xros 5”

What buyers complain about

95% of reviews

Ease Of Use20%

“Extremely poor when used”

Smell20%

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

Advertised Vs Actual Product15%

“deceitful”

Strength10%

“Terrible flever”

De-Grease10%

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

E-liquid return rate & reasons

Why buyers send it back, as a share of all return requests.

0.6%

Return rate

13%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Leak-Proof

60%

2Advertised Vs Actual Product

13%

3Functionality-Overall

13%

4Value For Money

10%

5Product Condition

Common E-liquid questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores E-liquid 37/100 on Amazon United Kingdom — Skip it. The niche generates £8K/yr across 19 tracked products. 4 of 14 products launched in the last 360 days are still selling. Search demand moved -28.5% over the last 90 days.