Is vape profitable to sell on Amazon United Kingdom?

The niche generates £1.2M/yr across 43 tracked products. 8 of 16 products launched in the last 360 days are still selling. 90-day search growth is -7.0%. Flapen's verdict: Worth a look (60/100).

How competitive is the vape niche?

9 brands and 32 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in vape?

Top complaints mined from reviews: Leak-Proof, Charging, Functionality-Overall. The return rate is 1.0%.

When does demand for vape peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the vape niche?

Listings span £5.28–£27.18; the average listing price is £13.96 (sweet spot $15–$100). The average incumbent carries 229 reviews — the moat a new listing must climb.

vape

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

Incredible1.0%

return rate — above 5% kills the launch gate

Review moat

Great228.79

avg incumbent reviews — the moat a new listing must climb

Market size

Great£1.2M

£1.2M/yr · 6.2M searches

Competition

Great35%

top-5 click share — an open shelf

Avg price

Good£13.96

avg listing price — sweet spot $15–$100

Price range

Good£5.28–£27.18

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

Growth

Bad-7.0%

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

Conversion

Bad1.4%

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

Brand share

Bad97%

top-5 brand share — brand-locked demand

Signals Quality Gap

According to Flapen's Amazon United Kingdom niche tracking, vape is a £1.2M/yr Amazon United Kingdom market (6.2M searches/yr). The top 5 brands hold 97% of demand. Verdict: Worth a look — 60/100.

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

vape market data

Units sold / yr: 60K–80K; avg 750–1,000/product
Revenue / yr: £838K–£1.1M; units × avg price
Conversion rate: 1.4%
Avg BSR: #0
Page quality: 0%
Prime: 100%
Sponsored: 0%
Out of stock: 11.2%
Avg brand age: 52 months
Avg seller age: 170 days

Competition & brand share

Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.

Brands

9 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

35%

Top 20: 84%

Open market

Survival Boyz65%
VAPORESSO16%
vaporr8%
INNOKIN4%
SMOK3%
VOW Vapers1%
Open — no brand owns it (3 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -7.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top vape search terms

vape3.4M/yr -4.6%0.9% conv.
vapes1.5M/yr -5.2%0.7% conv.
vape kit310K/yr -3.0%0.5% conv.
vape kits139K/yr -6.1%0.4% conv.
ecig135K/yr -9.1%1.1% conv.
e cigarette164K/yr -33.9%0.6% conv.
ecigs full kit85K/yr -14.9%0.8% conv.
e-cigarettes66K/yr -9.1%0.4% conv.
rechargeable vape72K/yr -11.8%0.5% conv.
e cig51K/yr -14.9%0.8% conv.

All search terms

Top vape 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

Oxva Xlim Pro 3 Vape Kit [Black Carbon] - 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£17.974.0★118 rev

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£18.004.0★118 rev

Oxva Xlim Go Pod Kit [Light Brown] - Available in 16 colours - 1000mAh Battery Type-C Fast Charging 30W Output RGB Indicator Anti-Leak - Works with all Xlim Pods - No Nicotine

Survival Boyz£8.024.0★378 rev

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

Survival Boyz£7.963.6★85 rev

Oxva XLIM GO Lite Vape Pod Kit [8 Colors] 30W Max Output |1000mAh Battery|Anti-Leak Top Fill Cartridges|USB-C Lightweight Vape Device Compatible with Xlim Pods - No Nicotine(Light Blue)

vaporr£6.034.0★26 rev

Newest

by launch date

Oxva Xlim Go Lite Vape Kit [Light Purple] - Available in 8 colours - Type-C Fast Charge 1000mAh Battery 30W Max RGB Indicator - Compatible with Full Xlim Pod Range - No Nicotine

Survival Boyz£6.0233 rev

3mo ago

Oxva XLIM GO Lite Vape Pod Kit [8 Colors] 30W Max Output |1000mAh Battery|Anti-Leak Top Fill Cartridges|USB-C Lightweight Vape Device Compatible with Xlim Pods - No Nicotine(Light Blue)

vaporr£6.0326 rev

4mo ago

Voopoo Argus MT Vape Kit [Lime Green] - Available in 5 colours - 3A Fast Charge 3000mAh Battery 100W IP68 - Compatible with MAAT Tanks & TPP Coils - No Nicotine

Survival Boyz£18.9976 rev

5mo ago

Voopoo Argus MT Vape Kit [Dark Blue] - Available in 5 colours - 3A Fast Charge 3000mAh Battery 100W IP68 - Compatible with MAAT Tanks & TPP Coils - No Nicotine

Survival Boyz£18.8488 rev

5mo ago

Oxva Xlim Classic Edition Vape Kit [Orange Silver] - Available in 10 colours - 2A Fast Charge 1000mAh Battery 30W 0.42 OLED Screen - Compatible with Xlim Series Pod - No Nicotine

Survival Boyz£10.0448 rev

5mo ago

What buyers say about vape

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

What buyers love

Value For Money20%

“Excellent value for money”

Quality-Overall16%

“The build quality feels premium”

Ease Of Use9%

“Easy to use”

Charging9%

“Great very compact holds charge”

Battery Life7%

“battery seems to last well”

Advertised Vs Actual Product5%

“Just what I wanted”

Leak-Proof4%

“Doesn't leak”

Color3%

“Great range of colours”

Assembly/Installation3%

“easy to put together”

Efficiency3%

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

What buyers complain about

Leak-Proof18%

“They leak”

Charging16%

“Stopped charging”

Functionality-Overall14%

“Doesn't work properly”

Durability13%

“Broke after a couple of days”

Battery Life7%

“Poor battery life”

Quality-Overall5%

“Bad quality”

Value For Money3%

“it was more expensive”

Ease Of Use3%

“Not easy to use”

Advertised Vs Actual Product2%

“false listing”

Defective Material/Parts2%

“The item doesnt work the pods broken very disappointing”

Top return reasons

Functionality-Overall30%

Charging24%

Leak-Proof15%

Defective Material/Parts9%

Durability3%

Battery Life3%

Size-Overall2%

Heating2%

Product Condition1%

Quality-Overall1%

Common questions

Is vape profitable to sell on Amazon United Kingdom?: The niche generates £1.2M/yr across 43 tracked products. 8 of 16 products launched in the last 360 days are still selling. 90-day search growth is -7.0%. Flapen's verdict: Worth a look (60/100).
How competitive is the vape niche?: 9 brands and 32 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in vape?: Top complaints mined from reviews: Leak-Proof, Charging, Functionality-Overall. The return rate is 1.0%.
When does demand for vape peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the vape niche?: Listings span £5.28–£27.18; the average listing price is £13.96 (sweet spot $15–$100). The average incumbent carries 229 reviews — the moat a new listing must climb.

vape

vape market data

Competition & brand share

Demand & seasonality

Top vape search terms

Top vape products on Amazon

Top sellers

Newest

Trending

What buyers say about vape

What buyers love

What buyers complain about

Top return reasons

Common questions

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