Is ecig profitable to sell on Amazon United Kingdom?

The niche generates £212K/yr across 36 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is +4.7%. Flapen's verdict: Worth a look (56/100).

How competitive is the ecig niche?

7 brands and 44 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in ecig?

Top complaints mined from reviews: Leak-Proof, Durability, Charging. The return rate is 0.7%.

When does demand for ecig peak?

Demand peaks in Aug–Sep–Oct–Nov; the busiest month runs 1.8× the quietest.

What does it cost to enter the ecig niche?

Listings span £6.79–£27.18; the average listing price is £12.10 (sweet spot $15–$100). The average incumbent carries 208 reviews — the moat a new listing must climb.

ecig

Worth a look

Shows beatable incumbent ratings (3.8★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Quality gap

Incredible3.8★

avg incumbent rating — lower means beatable quality

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Review moat

Great207.78

avg incumbent reviews — the moat a new listing must climb

Competition

Good42%

top-5 click share — leaders hold, buyers still browse

Price range

Good£6.79–£27.18

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Good£12.10

avg listing price — sweet spot $15–$100

Conversion

Okay3.7%

search→purchase rate — share of searches ending in a sale

Market size

Okay£212K

£212K/yr · 470K searches

Growth

Okay+4.7%

90-day search growth — must beat 0% to launch

Brand share

Bad98%

top-5 brand share — brand-locked demand

Signals Quality Gap

According to Flapen's Amazon United Kingdom niche tracking, ecig is a £212K/yr Amazon United Kingdom market (470K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Aug–Sep–Oct–Nov. Verdict: Worth a look — 56/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

ecig market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: £151K–£182K; units × avg price
Conversion rate: 3.7%
Avg BSR: #0
Page quality: 0%
Prime: 97%
Sponsored: 0%
Out of stock: 2.7%
Avg brand age: 47 months
Avg seller age: 217 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 falling

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

42%

Top 20: 85%

Open market

VAPORESSO55%
Survival Boyz38%
vaporr3%
INNOKIN1%
Kingston E-Liquids1%
TILLELOT1%
Open — no brand owns it (1 brand, 1%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +4.7% search growth over the last 90 days.

Peak months: Aug, Sep, Oct, Nov · busiest ÷ quietest = 1.8×

Open Trend

Top ecig search terms

vaporesso xros mini100K/yr +43.0%5.5% conv.
ecig135K/yr -9.1%1.1% conv.
vaporesso mini63K/yr +5.1%4.2% conv.
vaporesso pink36K/yr +3.1%2.4% conv.
e cig51K/yr -14.9%0.7% conv.
ecigs31K/yr -17.0%0.9% conv.
pink vaporesso16K/yr +5.4%2.8% conv.
e cigs21K/yr -10.2%0.5% conv.
xros mini10K/yr +14.4%4.2% conv.
e-cigs6K/yr -29.2%0.0% conv.

All search terms

Top ecig 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Vaporesso XROS Mini Vape Kit [Sakura Pink] - Available in 18 colours - Type-C Fast Charge 1000mAh Battery 16W Max Leak Resistant - Compatible with Vaporesso XROS Corex Pods - No Nicotine

Survival Boyz£8.544.0★31 rev

VAPORESSO XROS 4 MINI POD Vape Kit [Icy Pink] - Compact Prolonged Lifespan Fast Rechargeable Battery Comfortable Grip Refillable E Cigarettes No Nicotine No Liquid

VAPORESSO£11.523.7★316 rev

VAPORESSO XROS 3 Mini Pod Vape Kit [Navy Blue] Refillable

VAPORESSO£8.993.8★55 rev

VAPORESSO XROS 3 Mini Pod Vape Kit [Lilac Purple] Refillable

VAPORESSO£9.383.9★48 rev

VAPORESSO XROS 3 Mini Pod Vape Kit [Sky Blue] Refillable

VAPORESSO£8.973.3★72 rev

Newest

by launch date

Vaporesso XROS Mini Vape Kit [Sakura Pink] - Available in 18 colours - Type-C Fast Charge 1000mAh Battery 16W Max Leak Resistant - Compatible with Vaporesso XROS Corex Pods - No Nicotine

Survival Boyz£8.5431 rev

4mo ago

Vaporesso XROS Mini Pod Kit 2ml 1000mAh Battery 16W Type C Charging Draw Activation Light Indicator Top Filling Diamond Pattern Design No Nicotine (Forest Green)

Kingston E-Liquids£8.459 rev

7mo ago

Oxva Xlim Pro 3 Vape Kit [Pink Silk] - Available in 15 colours - 2A Fast Charge 1500mAh Battery 30W Output 1.05 HD Display Auto Draw - Compatible with Full Xlim V2 V3 EZ Pods - No Nicotine

Survival Boyz£18.00118 rev

8mo ago

Vaporesso Xros Pro 2 Vape Kit [Moonlit Pink] - Available in 7 colours - 2A Fast Charge in 30 mins 2000mAh Battery 30W Output 0.96 TFT - Compatible with all Vaporesso Xros Pod - No Nicotine

Survival Boyz£18.70119 rev

10mo ago

Oxva Xlim Go 2 Vape Pod Kit - Pink Ripple - 2A Fast Charge 1500mAh Battery 30W Output 3-Starry Light Indicator - No Nicotine

Survival Boyz£7.9685 rev

10mo ago

What buyers say about ecig

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall22%

“Product worked really well”

Value For Money21%

“Good price”

Ease Of Use7%

“Very easy to use”

Charging6%

“charging very fast”

Battery Life6%

“Battery life is good”

Advertised Vs Actual Product6%

“Brilliant just what I wanted works great”

Leak-Proof4%

“Doesn't leak”

Size-Overall4%

“Perfect fit, great value”

Color4%

“Its super pretty”

Efficiency2%

“Very good and you can hit clean ghost and hoopes”

What buyers complain about

Leak-Proof28%

“They leak”

Durability12%

“breaks after first use”

Charging11%

“Stopped charging”

Functionality-Overall11%

“Doesn't work properly”

Quality-Overall7%

“Bad quality”

Burnt/Roasted/Overbaked6%

“they all taste burnt too”

Battery Life3%

“the battery itself is dead”

Value For Money2%

“it was more expensive”

Ease Of Use2%

“Can't use any of them”

Smell1%

“As soon as I filled it and took a puff, I got a burning smell and started coughing”

Top return reasons

Functionality-Overall29%

Charging22%

Leak-Proof16%

Defective Material/Parts7%

Size-Overall5%

Durability3%