Is laundry detergent profitable to sell on Amazon United Kingdom?

The niche generates £2.9M/yr across 37 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is +11.2%. Flapen's verdict: Launch it (60/100).

How competitive is the laundry detergent niche?

10 brands and 209 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 85% of demand.

What do buyers complain about in laundry detergent?

Top complaints mined from reviews: Smell, Leak-Proof, Value For Money. The return rate is 0.1%.

When does demand for laundry detergent peak?

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

What does it cost to enter the laundry detergent niche?

Listings span £0.92–£23.95; the average listing price is £6.95 (sweet spot $15–$100). The average incumbent carries 1,350 reviews — the moat a new listing must climb.

laundry detergent

Launch it

A $2.9M/yr market growing +11.2% this quarter with returns at 0.1% — clears our launch bar.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Incredible£2.9M

£2.9M/yr · 4.6M searches

Conversion

Great9.0%

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

Competition

Good43%

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

Review moat

Good1,349.7

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+11.2%

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

Price range

Okay£0.92–£23.95

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

Brand share

Okay85%

top-5 brand share — brands hold most of the demand

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Avg price

Bad£6.95

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, laundry detergent is a £2.9M/yr Amazon United Kingdom market (4.6M searches/yr). The top 5 brands hold 85% of demand. Verdict: Launch it — 60/100.

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

laundry detergent market data

Units sold / yr: 400K–500K; avg 6,000–8,000/product
Revenue / yr: £2.8M–£3.5M; units × avg price
Conversion rate: 9.0%
Avg BSR: #353
Page quality: 0%
Prime: 97%
Sponsored: 78%
Out of stock: 3.4%
Avg brand age: 44 months
Avg seller age: 167 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

209

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

43%

Top 20: 79%

Open market

Fairy Non Bio27%
Persil19%
Surf17%
Ariel14%
Bold8%
Fairy6%
Open — no brand owns it (4 brands, 9%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +11.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top laundry detergent search terms

laundry detergent1.2M/yr +41.0%3.6% conv.
washing liquid565K/yr +6.0%5.0% conv.
fairy390K/yr +4.3%3.0% conv.
fairy non bio381K/yr -19.7%7.4% conv.
washing detergent274K/yr +14.4%5.7% conv.
laundry270K/yr +2.4%1.1% conv.
ariel washing liquid178K/yr -2.3%8.1% conv.
washing liquid laundry142K/yr +17.6%5.7% conv.
non bio washing liquid127K/yr +3.9%5.9% conv.
laundry liquid137K/yr +4.0%3.8% conv.

All search terms

Top laundry detergent 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

Fairy Non Bio Liquid Laundry Detergent 101 Washes 3.131 l Voted Number 1 for Sensitive Skin

Fairy Non Bio£11.204.7★1,148 rev

Ariel Washing Liquid Laundry Detergent Clothes Washing Liquid 101 Washes Stain Remover for Clothes & Odour Removal in 1 Use Brrrilliant Even in Cold & Short

Ariel£11.094.8★1,178 rev

Bold Washing Liquid Laundry Detergent 87 Washes 2.697l Spring Awakening Outdoor Freshness That Lasts And Lasts With Build In Stain Remover And Lenor Freshness

Bold£8.954.8★563 rev

Persil Colour Laundry Washing Liquid Detergent keeps colours bright outstanding stain removal in quick & cold washes 35 washes (945 ml)

Persil£4.494.8★355 rev

Fairy Non Bio Washing Liquid 63 Washes 1.953l Platinum With Extra Stain Removal and Brighter Whites For Sensitive Skin

Fairy Non Bio£8.604.7★222 rev

Newest

by launch date

Fairy Fabric Softener Voted No1 for Sensitive Skin Hypoallergenic 129 Washes 3.999l

Fairy£5.71723 rev

6mo ago

Fairy Non Bio Washing Liquid Laundry Detergent 72 Washes 2.232l Voted No1 for Sensitive Skin

Fairy£9.2524 rev

7mo ago

Bold Washing Liquid Laundry Detergent 87 Washes 2.697l First Day of Spring Outdoor Freshness that Lasts and Lasts with Build in Stain Remover and Lenor Freshness

Bold£9.7079 rev

7mo ago

Fairy Non Bio Washing Liquid 63 Washes 1.953l Platinum With Extra Stain Removal and Brighter Whites For Sensitive Skin

Fairy Non Bio£8.60222 rev

11mo ago

Bold Washing Liquid Laundry Detergent 87 Washes 2.697l Spring Awakening Outdoor Freshness That Lasts And Lasts With Build In Stain Remover And Lenor Freshness

Bold£8.95563 rev

1y ago

What buyers say about laundry detergent

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

What buyers love

Smell25%

“smells beautiful”

Value For Money24%

“Great Value”

Quality-Overall9%

“Good quality, by the time I got them, most of the pods had burst”

Washability7%

“Washed well”

Ease Of Cleaning6%

“Cleans well”

Advertised Vs Actual Product4%

“just as advertised”

Size-Overall3%

“Excellent, huge size”

Cleansing2%

“Cleans well”

Ease Of Use2%

“Convenient to use”

Sensitivity-Overall1%

“Great for sensitive skin”

What buyers complain about

Smell13%

“Bad smell”

Leak-Proof7%

“Slight leakage”

Value For Money7%

“Waste of money”

Size-Overall5%

“Small bottle”

Allergies5%

“Caused irritation”

Color4%

“It would be improved if it made them even darker”

Washability4%

“Washing piling up”

Ease Of Cleaning3%

“Dont wash well at all”

Quality-Overall3%

“suggests a serious quality control issue”

Vegan/Organic2%

“Not eco-friendly or non-tocic as contains synthetic fragrances whose ingredients are undisclosed”

Top return reasons

Leak-Proof62%

Smell6%

Size-Overall5%

Value For Money5%

Advertised Vs Actual Product2%

Ease Of Use2%

Functionality-Overall2%

Washability2%

Product Condition2%

Moist/Dry1%

Common questions

Is laundry detergent profitable to sell on Amazon United Kingdom?: The niche generates £2.9M/yr across 37 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is +11.2%. Flapen's verdict: Launch it (60/100).
How competitive is the laundry detergent niche?: 10 brands and 209 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 85% of demand.
What do buyers complain about in laundry detergent?: Top complaints mined from reviews: Smell, Leak-Proof, Value For Money. The return rate is 0.1%.
When does demand for laundry detergent peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the laundry detergent niche?: Listings span £0.92–£23.95; the average listing price is £6.95 (sweet spot $15–$100). The average incumbent carries 1,350 reviews — the moat a new listing must climb.