aftershave balm
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.7%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£166K£166K/yr · 273K searches
Review moat
Okay3,069.83avg incumbent reviews — the moat a new listing must climb
Growth
Bad-6.0%90-day search growth — must beat 0% to launch
Avg price
Bad£4.77avg listing price — sweet spot $15–$100
Competition
Bad95%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£2.99–£9.51cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, aftershave balm is a £166K/yr Amazon United Kingdom market (273K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Dec. Verdict: Skip it — 35/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
aftershave balm market data
- Units sold / yr
- 30K–40K
- avg 5,000–6,000/product
- Revenue / yr
- £143K–£191K
- units × avg price
- Conversion rate
- 12.7%
- Avg BSR
- #4
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 2.2%
- Avg brand age
- 78 months
- Avg seller age
- 155 days
Competition & brand share
The top 5 products capture 95% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 falling
Sellers
43
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
95%
Top 20: 100%
Open market
0%
- NIVEA67%
- Bulldog Skincare for Men16%
- VIKING REVOLUTION6%
- Harry's6%
- NIVEA MEN5%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.0% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Top aftershave balm search terms
- aftershave balm67K/yr
- post shave balm18K/yr
- after shave balm men23K/yr
- nivea aftershave balm for men21K/yr
- aftershave balm for men23K/yr
- shaving balm15K/yr
- after shave balm13K/yr
- post shave balm men17K/yr
- nivea post shave balm for men12K/yr
- mens aftershave balm10K/yr
Top aftershave balm 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 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NIVEA MEN Sensitive Post Shave Balm (100ml) Formulated for Sensitive Skin Alleviates Irritation Redness and Razor Burn Mens Skin Care and Shaving Essentials
NIVEA£3.164.7★4,031 rev
BULLDOG SKINCARE - Sensitive After Shave Balm For Men Hydrates & Soothes 100 ml
Bulldog Skincare for Men£3.114.4★3,720 rev
Viking Revolution Aftershave Balm for Men for Sensitive Skin - Sandalwood Scent - Soothes and Moisturizes Face After Shaving - Eliminates Razor Burn for A Silky Smooth Finish - After Shave Balm Men
VIKING REVOLUTION£6.544.3★8,646 rev
Harrys Post Shave Balm for Men 100ml Pack of 2 - Aloe Vera & Cucumber Extract
Harry's£9.514.5★119 rev
BULLDOG SKINCARE - Original After Shave Balm For Men | Soothes & Moisurises | 100 ml
Bulldog Skincare for Men£3.294.6★276 rev
Newest
by launch dateHarrys Post Shave Balm for Men 100ml Pack of 2 - Aloe Vera & Cucumber Extract
Harry's£9.51119 rev
Viking Revolution Aftershave Balm for Men for Sensitive Skin - Sandalwood Scent - Soothes and Moisturizes Face After Shaving - Eliminates Razor Burn for A Silky Smooth Finish - After Shave Balm Men
VIKING REVOLUTION£6.548,646 rev
NIVEA MEN Protect & Care - Replenishing Post Shave Balm - Beard Care - Enriched With Aloe Vera & Pro-Vitamin B5 - Instant Hydration & Protection - Reduces Redness - All Skin Types - 100 ml
NIVEA MEN£2.991,627 rev
BULLDOG SKINCARE - Original After Shave Balm For Men | Soothes & Moisurises | 100 ml
Bulldog Skincare for Men£3.29276 rev
BULLDOG SKINCARE - Sensitive After Shave Balm For Men Hydrates & Soothes 100 ml
Bulldog Skincare for Men£3.113,720 rev
Trending
90-day click momentumBULLDOG SKINCARE - Original After Shave Balm For Men | Soothes & Moisurises | 100 ml
Bulldog Skincare for Men£3.294.6★
Harrys Post Shave Balm for Men 100ml Pack of 2 - Aloe Vera & Cucumber Extract
Harry's£9.514.5★
NIVEA MEN Sensitive Post Shave Balm (100ml) Formulated for Sensitive Skin Alleviates Irritation Redness and Razor Burn Mens Skin Care and Shaving Essentials
NIVEA£3.164.7★
BULLDOG SKINCARE - Sensitive After Shave Balm For Men Hydrates & Soothes 100 ml
Bulldog Skincare for Men£3.114.4★
Viking Revolution Aftershave Balm for Men for Sensitive Skin - Sandalwood Scent - Soothes and Moisturizes Face After Shaving - Eliminates Razor Burn for A Silky Smooth Finish - After Shave Balm Men
VIKING REVOLUTION£6.544.3★
What buyers say about aftershave balm
What buyers praise and complain about, mined from review topics.What buyers love
“Reasonable price”
“Great Everyday Aftershave Balm – Soothing, Moisturising, and Long-Lasting”
“Smells good”
“super hydrating on”
“Very good for sensitive skin”
“Works like it should as does the job as well as much pricier options”
“This Nivea post shave balm is a great product, consistency, application effect, scent and skin feel; the perfect companion to a wet shave”
“My skin feels noticeably softer”
“It works well”
“it absorbs well for me”
What buyers complain about
“It doesnt smell of sandalwood at all”
“Had much better, cheaper products”
“a bit greasy”
“A few reviewers have talked about their problems dispensing it”
“Price seems to vary all over the place”
“getting it out of the bottle is a problem”
“Severe flaking all over my face, beard, moustache, eye brows”
“Dreadful design”
“small”
“It's thin and watery”
Top return reasons
Common questions
- Is aftershave balm profitable to sell on Amazon United Kingdom?
- The niche generates £166K/yr across 6 tracked products. 90-day search growth is -6.0%. Flapen's verdict: Skip it (35/100).
- How competitive is the aftershave balm niche?
- 5 brands and 43 sellers compete. The top 5 products take 95% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in aftershave balm?
- Top complaints mined from reviews: Smell, Quality-Overall, Oily/Greasy. The return rate is 0.1%.
- When does demand for aftershave balm peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the aftershave balm niche?
- Listings span £2.99–£9.51; the average listing price is £4.77 (sweet spot $15–$100). The average incumbent carries 3,070 reviews — the moat a new listing must climb.