Is ecover washing up liquid profitable to sell on Amazon United Kingdom?

The niche generates £657K/yr across 15 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -3.2%. Flapen's verdict: Skip it (43/100).

How competitive is the ecover washing up liquid niche?

3 brands and 75 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in ecover washing up liquid?

Top complaints mined from reviews: Dilute/Watery, Smell, Thickness. The return rate is 0.1%.

When does demand for ecover washing up liquid peak?

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

What does it cost to enter the ecover washing up liquid niche?

Listings span £2.14–£11.02; the average listing price is £6.12 (sweet spot $15–$100). The average incumbent carries 2,661 reviews — the moat a new listing must climb.

ecover washing up liquid

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Conversion

Incredible19.3%

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

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Good£657K

£657K/yr · 556K searches

Review moat

Okay2,661.4

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Competition

Okay69%

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

Growth

Bad-3.2%

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

Avg price

Bad£6.12

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£2.14–£11.02

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

According to Flapen's Amazon United Kingdom niche tracking, ecover washing up liquid is a £657K/yr Amazon United Kingdom market (556K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 43/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

ecover washing up liquid market data

Units sold / yr: 100K–125K; avg 6,000–8,000/product
Revenue / yr: £612K–£765K; units × avg price
Conversion rate: 19.3%
Avg BSR: #14
Page quality: 0%
Prime: 100%
Sponsored: 60%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 170 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

Ecover73%
Miniml15%
Method13%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top ecover washing up liquid search terms

ecover washing up liquid239K/yr -2.0%20.8% conv.
method washing up liquid82K/yr -21.1%14.9% conv.
eco washing up liquid52K/yr +4.0%13.5% conv.
miniml washing up liquid31K/yr +11.3%16.5% conv.
minimal washing up liquid15K/yr +11.7%16.8% conv.
eco friendly washing up liquid16K/yr +3.7%8.3% conv.
ecover washing up liquid 5l19K/yr -10.8%21.5% conv.
natural washing up liquid12K/yr +1.9%8.9% conv.
washing up liquid method11K/yr -6.8%13.0% conv.
washing up liquid ecover11K/yr -7.1%21.4% conv.

All search terms

Top ecover washing up 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.

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

All 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Ecover Washing Up Liquid Washing Up Soap Tough on Grease and Grime Fresh Camomile & Clementine Scent 1 x 950ml

Ecover£2.574.7★4,853 rev

Ecover Washing Up Liquid Refill Lemon & Aloe Vera 5L

Ecover£10.544.7★8,197 rev

Ecover Washing Up Liquid Washing Up Soap Tough on Grease and Grime Fresh Lemon & Aloe Scent 1 x 950ml

Ecover£2.584.7★3,782 rev

Ecover Washing Up Liquid Refill Washing Up Soap Tough on Grease and Grime Fresh Camomile & Clementine Scent 1 x 5L

Ecover£10.374.7★8,197 rev

Method Washing Up Liquid Green Tea & Citrus 532 ml

Method£2.844.5★3,549 rev

Newest

by launch date

Miniml Washing Up Liquid Rhubarb & Lemon 400ml Plant Based Vegan Dish Soap Biodegradable Non-Toxic Tough on Grease Gentle on Hands

Miniml£2.1436 rev

6mo ago

Miniml Washing Up Liquid Apple 400ml Plant Based Vegan Dish Soap Biodegradable Non-Toxic Tough on Grease Gentle on Hands

Miniml£2.268 rev

6mo ago

Ecover Power Washing Up Liquid Bergamot & Sage Scent 950ml

Ecover£3.6848 rev

7mo ago

Miniml Eco Washing Up Liquid 1L Refill Rhubarb & Lemon Skin Sensitive Friendly Dish Wash Cleaner Plant Based Vegan Cruelty Free Natural Cleaning Products (100 Washes)

Miniml£3.38154 rev

2y ago

Miniml Eco Washing Up Liquid 5L Refill - Wild Rhubarb & Lemon Scented Non Bio & Skin Sensitive Friendly Dish Wash Cleaner Plant Based Vegan & Cruelty Free - Natural Cleaning Products (500 Washes)

Miniml£10.861,215 rev

4y ago

What buyers say about ecover washing up liquid

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

What buyers love

Smell23%

“Smells fresh”

Value For Money11%

“Amazing value”

Quality-Overall10%

“So well done to the makers of the product”

Eco Friendliness9%

“Environmentally friendly”

Ease Of Cleaning6%

“Cleans well”

Washability6%

“Great washing up power done right”

De-Grease4%

“It gets rid of grease no problems”

Advertised Vs Actual Product3%

“As advertised”

Cleansing3%

“Everything gets clean easily when using it”

Durability2%

“Lasts ages and works really well”

What buyers complain about

Dilute/Watery10%

“Very very watery”

Smell9%

“Extremely strong fragrance”

Thickness7%

“Thick product”

Leak-Proof7%

“Leaked”

Value For Money6%

“Overpriced”

Ease Of Cleaning5%

“Doesnt really wash well”

Washability3%

“I basically would not use any other washing up liquid”

De-Grease3%

“Not that great at grease cutting”

Quality-Overall2%

“Declining quality”

Ingredients-Overall2%

“Has this product changed ingredients/composition”

Top return reasons

Leak-Proof44%

Value For Money10%

Washability6%

Smell6%

Functionality-Overall4%

Dilute/Watery4%

Size-Overall4%

Moist/Dry3%

De-Grease2%

Grip2%

Common questions

Is ecover washing up liquid profitable to sell on Amazon United Kingdom?: The niche generates £657K/yr across 15 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -3.2%. Flapen's verdict: Skip it (43/100).
How competitive is the ecover washing up liquid niche?: 3 brands and 75 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in ecover washing up liquid?: Top complaints mined from reviews: Dilute/Watery, Smell, Thickness. The return rate is 0.1%.
When does demand for ecover washing up liquid peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the ecover washing up liquid niche?: Listings span £2.14–£11.02; the average listing price is £6.12 (sweet spot $15–$100). The average incumbent carries 2,661 reviews — the moat a new listing must climb.