anal lube
Skip itPrices mostly outside the sweet spot ($3.25–$15.32) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.3%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£228K£228K/yr · 257K searches
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Review moat
Bad6,214.87avg incumbent reviews — the moat a new listing must climb
Growth
Bad-3.4%90-day search growth — must beat 0% to launch
Avg price
Bad£7.86avg listing price — sweet spot $15–$100
Brand share
Bad96%top-5 brand share — brand-locked demand
Price range
Bad£3.25–£15.32cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, anal lube is a £228K/yr Amazon United Kingdom market (257K searches/yr). The top 5 brands hold 96% of demand. Verdict: Skip it — 41/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
anal lube market data
- Units sold / yr
- 30K–40K
- avg 1,250–1,500/product
- Revenue / yr
- £236K–£314K
- units × avg price
- Conversion rate
- 11.3%
- Avg BSR
- #0
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 60%
- Out of stock
- 0.0%
- Avg brand age
- 102 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
62
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
2%
- LUBIDO50%
- pjur20%
- Lube Life13%
- Liquid Silk11%
- BUTTR3%
- Durex2%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 103 weeks — -3.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top anal lube search terms
- anal lube198K/yr
- lube anaal16K/yr
- anal lubricant16K/yr
- lube anal16K/yr
- thick lube4K/yr
- anal gel5K/yr
- anal lub2K/yr
Top anal lube 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lubido Aloe Infused Anal Ease Water Based Gel Lube - 250ml
LUBIDO£5.864.6★6,282 rev
pjur Back Door Relaxing - Silicone-Based Concentrated Anal Sex Lube with Relaxing Jojoba to Smoothly Prep for Intense Play - Long-Lasting Water-Resistant Lubricant Sex Gel for Couples (100ml)
pjur£11.774.5★5,402 rev
Liquid Silk Personal Lubricant 250ml
Liquid Silk£8.574.7★10,441 rev
LubeLife 3X Anal Lubricant Thicker Water-Based lube for Men Women and Couples Extra Protection Non-Sticky Smooth Glide 8 Fl Oz
Lube Life£8.554.5★1,456 rev
LubeLife Water-Based Anal Lubricant Deep Comfort Personal Lube for Men Women and Couples 4 Fl Oz
Lube Life£6.964.2★89 rev
Newest
by launch dateLubeLife 3X Anal Lubricant Thicker Water-Based lube for Men Women and Couples Extra Protection Non-Sticky Smooth Glide 8 Fl Oz
Lube Life£8.551,456 rev
LubeLife Water-Based Anal Lubricant Deep Comfort Personal Lube for Men Women and Couples 4 Fl Oz
Lube Life£6.9689 rev
Loving Joy Anal Lubricant Anal Ease Lubricant Gel Extra Thick Lubricant Gel Anal Lube Thick Water-Based Formula Lubricants & Licks Natural Gel (30 ml (Pack of 1))
Loving Joy£3.58174 rev
Lubido Hybrid Paraben Free Moisturising Creamy Gel Lube - 250ml (Pack of 2)
LUBIDO£10.21106 rev
Lubido Aloe Infused Anal Ease Water Based Gel Lube - 250ml (Pack of 2)
LUBIDO£10.18952 rev
Trending
90-day click momentumLubeLife 3X Anal Lubricant Thicker Water-Based lube for Men Women and Couples Extra Protection Non-Sticky Smooth Glide 8 Fl Oz
Lube Life£8.554.5★
LubeLife Water-Based Anal Lubricant Deep Comfort Personal Lube for Men Women and Couples 4 Fl Oz
Lube Life£6.964.2★
Durex Perfect Glide Silicone Based Lube 50ml Condom Compatible Non Drying Long Lasting Formula Silky Smooth Feel Quality Ingredients Lubricant
Durex£6.404.5★
Lubido Hybrid Paraben Free Moisturising Creamy Gel Lube - 250ml (Pack of 2)
LUBIDO£10.214.5★
Lubido Aloe Infused Anal Ease Water Based Gel Lube - 250ml
LUBIDO£5.864.6★
What buyers say about anal lube
What buyers praise and complain about, mined from review topics.What buyers love
“Great lube and good value for money”
“An excellent and cost effective product”
“Does the job”
“Really feels good”
“good value for money otherwise”
“it is good for masturbation”
“the bottle lasts ages”
“So easy”
“cleanups a breeze”
“efficiency”
What buyers complain about
“Gets very sticky”
“irritating”
“Very strong smell”
“Not as slippery i thought”
“Dries Up”
“Jesus its only a bloody lubricant less then a tenner not gold bars”
“Pain”
“Broke on second use”
“Stains bedding👎 Sticky asf and stains”
“Absurd age-check requirement”
Top return reasons
Common questions
- Is anal lube profitable to sell on Amazon United Kingdom?
- The niche generates £228K/yr across 15 tracked products. 90-day search growth is -3.4%. Flapen's verdict: Skip it (41/100).
- How competitive is the anal lube niche?
- 7 brands and 62 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in anal lube?
- Top complaints mined from reviews: Adhesion/Stickiness, Allergies, Smell. The return rate is 0.1%.
- When does demand for anal lube peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the anal lube niche?
- Listings span £3.25–£15.32; the average listing price is £7.86 (sweet spot $15–$100). The average incumbent carries 6,215 reviews — the moat a new listing must climb.