washing up liquid 5l
Worth a lookShows searches that convert (20.3% search→purchase), but brand-locked demand (top 5 brands take 93% of clicks) keeps it on the watch list.
Conversion
Incredible20.3%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£3.8M£3.8M/yr · 3.3M searches
Review moat
Good1,286.23avg 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-2.8%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Brand share
Bad93%top-5 brand share — brand-locked demand
Avg price
Bad£5.67avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, washing up liquid 5l is a £3.8M/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jul–Sep. Verdict: Worth a look — 55/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
washing up liquid 5l market data
- Units sold / yr
- 600K–800K
- avg 12,500–15,000/product
- Revenue / yr
- £3.4M–£4.5M
- units × avg price
- Conversion rate
- 20.3%
- Avg BSR
- #113
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 50%
- Out of stock
- 1.6%
- Avg brand age
- 56 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
9 falling
Sellers
234
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
53%
Top 20: 88%
Open market
4%
- Fairy60%
- by Amazon16%
- Elbow Grease8%
- Ecover6%
- Morrisons3%
- Epished3%
- Open — no brand owns it (3 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 103 weeks — -2.8% search growth over the last 90 days.Peak months: Jul, Sep · busiest ÷ quietest = 15.6×
Top washing up liquid 5l search terms
- washing up liquid1.7M/yr
- fairy liquid896K/yr
- fairy washing up liquid165K/yr
- dish soap91K/yr
- dishwashing liquid64K/yr
- washing up liquid 5l49K/yr
- fairy liquid washing up liquid50K/yr
- dish washing liquid43K/yr
- washing up liquid refill34K/yr
- washing up31K/yr
Top washing up liquid 5l 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 MaxPower Washing Up Liquid Pomegranate 730 ML Easy and Effortless Cleaning Even On Your Greasiest Pots and Pans
Fairy£2.824.8★
Fairy Original Washing Up Liquid Green with LiftAction 1450 ml No Soaking No Grease No Fuss
Fairy£2.824.8★
What buyers say about washing up liquid 5l
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”
“Powerful on Grease”
“Great for long term use”
“Fit for purpose”
“The bottle is so easy to use”
What buyers complain about
“Poor quality liquid”
“Quite expensive to buy”
“Huge”
“Always arrives having leaked everywhere”
“didn't cut through the grease very well either”
“Bad Odour”
“The liquid is thick”
“Poor quality liquid”
“But the bottle is so flimsy it crumples when squeezed making it hard to handle with 1 hand”
“Its probably the worst washing up liquid we have ever purchased”
Top return reasons
Common questions
- Is washing up liquid 5l profitable to sell on Amazon United Kingdom?
- The niche generates £3.8M/yr across 30 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.8%. Flapen's verdict: Worth a look (55/100).
- How competitive is the washing up liquid 5l niche?
- 9 brands and 234 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in washing up liquid 5l?
- 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 5l peak?
- Demand peaks in Jul–Sep; the busiest month runs 15.6× the quietest.
- What does it cost to enter the washing up liquid 5l niche?
- Listings span £0.63–£25.34; the average listing price is £5.67 (sweet spot $15–$100). The average incumbent carries 1,286 reviews — the moat a new listing must climb.