washing up liquid
Worth a lookShows searches that convert (20.5% search→purchase), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.
Conversion
Incredible20.5%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£3.7M£3.7M/yr · 3.3M searches
Review moat
Good1,311.76avg incumbent reviews — the moat a new listing must climb
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Price range
Okay£0.63–£25.34cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-2.3%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£5.58avg listing price — sweet spot $15–$100
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, washing up liquid is a £3.7M/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 95% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
washing up liquid market data
- Units sold / yr
- 600K–800K
- avg 12,500–15,000/product
- Revenue / yr
- £3.3M–£4.5M
- units × avg price
- Conversion rate
- 20.5%
- Avg BSR
- #116
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 52%
- Out of stock
- 1.7%
- Avg brand age
- 55 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
8 flat
Sellers
227
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
53%
Top 20: 89%
Open market
3%
- Fairy61%
- by Amazon16%
- Elbow Grease9%
- Ecover5%
- Morrisons3%
- Epished3%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top washing up liquid search terms
- washing up liquid1.7M/yr
- fairy liquid896K/yr
- fairy washing up liquid165K/yr
- dish soap91K/yr
- dishwashing liquid64K/yr
- fairy liquid washing up liquid50K/yr
- dish washing liquid43K/yr
- elbow grease washing up liquid39K/yr
- fairy max power washing up liquid33K/yr
- washing up31K/yr
Top 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
byAmazon Washing Up Liquid Lemon 500ml
by Amazon£0.664.5★811 rev
Fairy Original Washing Up Liquid Green with LiftAction 1450 ml No Soaking No Grease No Fuss
Fairy£2.824.8★1,009 rev
Fairy Max Power Washing Up Liquid 730ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.884.9★359 rev
Fairy Original Washing Up Liquid Green with LiftAction 320ml
Fairy£0.924.7★1,829 rev
Elbow Grease Washing Up Liquid (Lemon 600ml)
Elbow Grease£1.164.6★692 rev
Newest
by launch date
5 x Fairy Original Washing Up Liquid 320ml Bottles Concentrated Powerful Grease-Cutting Dishwashing Liquid with Long-Lasting Fresh Scent Gentle on Hands Kitchen Cleaning Essential + Epished Guides
Epished£7.71132 rev
Fairy Original Washing Up Liquid 10 Pack 320ml Bottles Powerful Grease Cutting Concentrated Dishwashing Liquid Long Lasting Suds Fresh Scent Gentle on Hands Kitchen Cleaning Essential
Epished£14.4252 rev
Fairy MaxPower Washing Up Liquid Pomegranate 730 ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.82178 rev
Fairy Max Power Washing Up Liquid 730ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.88359 rev
Fairy Max Power Washing Up Liquid Lemon 730ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.84155 rev
Trending
90-day click momentumbyAmazon Washing Up Liquid Lemon 500ml
by Amazon£0.664.5★
Fairy Max Power Washing Up Liquid 730ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.884.9★
Morrisons Washing Up Liquid Original 450ml
Power Balance Energy£0.644.4★
Fairy Original Washing Up Liquid Green with LiftAction 1450 ml No Soaking No Grease No Fuss
Fairy£2.824.8★
Fairy MaxPower Washing Up Liquid Pomegranate 730 ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.824.8★
What buyers say about washing up liquid
What buyers praise and complain about, mined from review topics.What buyers love
“Decent price”
“Very good product, gets dishes clean and smells lovely”
“Brilliant for washing up”
“Smells fresh”
“Cleans really well”
“As advertised”
“Great for long term use”
“Powerful on Grease”
“Fit for purpose”
“The bottle is so easy to use”
What buyers complain about
“Poor quality liquid”
“Quite expensive to buy”
“Small”
“Always arrives having leaked everywhere”
“didn't cut through the grease very well either”
“I found the aroma of this quite artificially chemical”
“But the bottle is so flimsy it crumples when squeezed making it hard to handle with 1 hand”
“Poor quality liquid”
“Its probably the worst washing up liquid we have ever purchased”
“The liquid is thick”
Top return reasons
Common questions
- Is washing up liquid profitable to sell on Amazon United Kingdom?
- The niche generates £3.7M/yr across 29 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.3%. Flapen's verdict: Worth a look (55/100).
- How competitive is the washing up liquid niche?
- 8 brands and 227 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in washing up liquid?
- Top complaints mined from reviews: Quality-Overall, Value For Money, Size-Overall. The return rate is 0.1%.
- When does demand for washing up liquid peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the washing up liquid niche?
- Listings span £0.63–£25.34; the average listing price is £5.58 (sweet spot $15–$100). The average incumbent carries 1,312 reviews — the moat a new listing must climb.