flavoured lube
Skip itPrices mostly outside the sweet spot ($2.51–$14.47) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.4%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Brand share
Good75%top-5 brand share — brands hold most of the demand
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Market size
Okay£149K£149K/yr · 204K searches
Review moat
Bad8,386.23avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.04avg listing price — sweet spot $15–$100
Growth
Bad-12.9%90-day search growth — must beat 0% to launch
Price range
Bad£2.51–£14.47cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, flavoured lube is a £149K/yr Amazon United Kingdom market (204K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Feb. Verdict: Skip it — 47/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
flavoured lube market data
- Units sold / yr
- 20K–25K
- avg 500–750/product
- Revenue / yr
- £141K–£176K
- units × avg price
- Conversion rate
- 10.4%
- Avg BSR
- #161
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 73%
- Out of stock
- 2.6%
- Avg brand age
- 69 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
59
Top-5 brand share
75%
Top 20: 100%
Top-5 click share
60%
Top 20: 98%
Open market
17%
- Shealove London25%
- Durex18%
- Skins12%
- Fun Time10%
- Loving Joy10%
- Lovehoney8%
- Open — no brand owns it (7 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.9% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 1.7×
Top flavoured lube search terms
- lube flavoured lickable44K/yr
- flavoured lube oral safe32K/yr
- flavoured lube47K/yr
- edible lube16K/yr
- flavored lubes15K/yr
- edible lube for sucking and licking7K/yr
- strawberry lube10K/yr
- flavored lube5K/yr
- lube flavoured4K/yr
- oral lube4K/yr
Top flavoured 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fun time Lubricants - 225 ml (Tingle Cherry Strawberry 225 ml)
Shealove London£5.334.3★1,026 rev
Durex Strawberry Flavoured Lube 100ml Water Based Lube Gluten Free Condom & Tou Compatible Non Sticky Non Staining Quality Ingredients Lubricant
Durex£6.154.5★2,585 rev
SKINS Sex Lube - Water Based Lube Tingle Lube and an Anal Lubricant with 3 Flavoured Lubes for Couples - Vital Lubricants Set and Fruity Edible Lubricants & Licks
Skins£10.274.1★358 rev
Loving Joy Strawberry Flavoured Lube 100ml Edible Lubricant Lubricants & Licks Sugar-Free Water Based Strawberry Flavour
Loving Joy£6.474.7★51 rev
Ann Summers Flavoured Lube Gift Set 5 x 30ml Water Based Lube for Oral Pleasure (Strawberry Raspberry Cookie Dough Tutti Frutti Candy Floss) Sugar-Free Water Based Lubricant Gel for Glide
Ann Summers£14.474.0★135 rev
Newest
by launch date
SKINS Birthday Cake Flavoured Lubes - Water Based Lubricant & Licks - Edible Lube
Skins£9.6530 rev
Pasante Mini Lubes Fun Pack | Condom Friendly Personal Lubricants | Mixed Flavours in 5 x 15ml Tubes | Water Based
Pasante£8.2610 rev
DAZINER Strawberry Flavoured Lube Intimate Gel 200ml Massage Oil lubricants & Licks lube for Women Water Based lubricating Gel for Women Sex lube (Strawberry)
DAZINER£4.9416 rev
Intimate Lubricant Set 3 x 75ml Water-Based Gel Lubes with Finger Fun Stimulator to Enhance Pleasure Includes Original Tingle Strawberry Flavoured Bundled by PampasHub
PampasHub£8.425 rev
Loving Joy Strawberry Flavoured Lube 100ml Edible Lubricant Lubricants & Licks Sugar-Free Water Based Strawberry Flavour
Loving Joy£6.4751 rev
Trending
90-day click momentum
Lovehoney Passion Fruit Flavoured Water-Based Lubricant Gel 100ml
Lovehoney£6.504.2★
Pasante Mini Lubes Fun Pack | Condom Friendly Personal Lubricants | Mixed Flavours in 5 x 15ml Tubes | Water Based
Pasante£8.264.3★
Loving Joy Strawberry Flavoured Lube 100ml Edible Lubricant Lubricants & Licks Sugar-Free Water Based Strawberry Flavour
Loving Joy£6.474.7★
Lovehoney Cookie Dough Flavoured Water-Based Lubricant | Vanilla Taste | Smooth Glide Lube | 100 ml Pump Bottle | Vegetarian & Condom Friendly | Personal Lubricant Gel for Men & Women
Lovehoney£7.303.9★
Ann Summers Passionfruit Flavoured Water Based Lube 100ml
Ann Summers£7.734.0★
What buyers say about flavoured lube
What buyers praise and complain about, mined from review topics.What buyers love
“Good selection”
“Nice flavours”
“Great luv and what a taste”
“As a water based lubricant, the texture is impressively smooth and silky, providing a glide that lasts without becoming tacky”
“They smell really well of the flavours, cookie and cream especially smells nice,”
“Works like a charm”
“The texture is smooth”
“comfortable during use”
“easy to clean”
“Work out well priced for the five tubes”
What buyers complain about
“spilled everywhere during transit”
“Sticky and sickly”
“it smells like its off”
“Too sweet for me”
“Still dries out”
“which could be annoying if you're lubed up already and reapplying”
“Very sticky an caused soreness”
“awful taste”
“E it really is water based”
“Waste of cash”
Top return reasons
Common questions
- Is flavoured lube profitable to sell on Amazon United Kingdom?
- The niche generates £149K/yr across 22 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.9%. Flapen's verdict: Skip it (47/100).
- How competitive is the flavoured lube niche?
- 13 brands and 59 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in flavoured lube?
- Top complaints mined from reviews: Leak-Proof, Adhesion/Stickiness, Smell. The return rate is 0.1%.
- When does demand for flavoured lube peak?
- Demand peaks in Feb; the busiest month runs 1.7× the quietest.
- What does it cost to enter the flavoured lube niche?
- Listings span £2.51–£14.47; the average listing price is £7.04 (sweet spot $15–$100). The average incumbent carries 8,386 reviews — the moat a new listing must climb.