---
title: "Flavoured Lube — £149K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/flavoured-lube"
last_updated: "2026-07-31T10:36:00.098Z"
locale: en
meta:
description: "Niche score 47/100 · £149K/yr market · 204K searches/yr · £7.04 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · £149K/yr market · 204K searches/yr · £7.04 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Flavoured Lube — £149K/yr Amazon UK Niche (2026) - Flapen"
---
# **flavoured lube**
**Skip it**
Prices mostly outside the sweet spot ($2.51–$14.47) — this niche doesn't clear our bar today.
Market size 32Growth 19Conversion 88Competition 41Returns 99Price range 0Avg price 20Brand share 51Review moat 23Quality gap 78
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.4%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****75%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****60%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£149K**
£149K/yr · 204K searches
**Review moat**
**Bad****8,386.23**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.04**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-12.9%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****£2.51–£14.47**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/flavoured-lube/trend)
## **Top flavoured lube search terms**
- **lube flavoured lickable**44K/yr-0.2%10.5% conv. - **flavoured lube oral safe**32K/yr-20.2%9.1% conv. - **flavoured lube**47K/yr-10.5%7.7% conv. - **edible lube**16K/yr-12.0%5.5% conv. - **flavored lubes**15K/yr-27.3%3.1% conv. - **edible lube for sucking and licking**7K/yr+18.5%7.0% conv. - **strawberry lube**10K/yr-4.6%13.9% conv. - **flavored lube**5K/yr-16.3%5.5% conv. - **lube flavoured**4K/yr-0.3%9.9% conv. - **oral lube**4K/yr-5.5%3.4% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/flavoured-lube/search-terms)
## **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.
0%10%£15K20%£30K30%£45K40%£60K1101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Fun time Lubricants - 225 ml (Tingle Cherry Strawberry 225 ml)**Shealove London**£5.33**4.3★1,026 rev](https://www.amazon.co.uk/dp/B09BBJYRMQ) [2**Durex Strawberry Flavoured Lube 100ml Water Based Lube Gluten Free Condom & Tou Compatible Non Sticky Non Staining Quality Ingredients Lubricant**Durex**£6.15**4.5★2,585 rev](https://www.amazon.co.uk/dp/B08419SSY1) [3**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**£10.27**4.1★358 rev](https://www.amazon.co.uk/dp/B0CVNG2FHQ) [4**Loving Joy Strawberry Flavoured Lube 100ml Edible Lubricant Lubricants & Licks Sugar-Free Water Based Strawberry Flavour**Loving Joy**£6.47**4.7★51 rev](https://www.amazon.co.uk/dp/B0DVPZDVKY) [5**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**£14.47**4.0★135 rev](https://www.amazon.co.uk/dp/B0B29JKB9B)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**SKINS Birthday Cake Flavoured Lubes - Water Based Lubricant & Licks - Edible Lube**Skins**£9.65**30 rev8mo ago](https://www.amazon.co.uk/dp/B0FY3DHCGF) [**Pasante Mini Lubes Fun Pack | Condom Friendly Personal Lubricants | Mixed Flavours in 5 x 15ml Tubes | Water Based**Pasante**£8.26**10 rev10mo ago](https://www.amazon.co.uk/dp/B0FSDZJRVV) [**DAZINER Strawberry Flavoured Lube Intimate Gel 200ml Massage Oil lubricants & Licks lube for Women Water Based lubricating Gel for Women Sex lube (Strawberry)**DAZINER**£4.94**16 rev1y ago](https://www.amazon.co.uk/dp/B0FCBYDPHG) [**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**£8.42**5 rev1y ago](https://www.amazon.co.uk/dp/B0F132MFQS) [**Loving Joy Strawberry Flavoured Lube 100ml Edible Lubricant Lubricants & Licks Sugar-Free Water Based Strawberry Flavour**Loving Joy**£6.47**51 rev1y ago](https://www.amazon.co.uk/dp/B0DVPZDVKY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Lovehoney Passion Fruit Flavoured Water-Based Lubricant Gel 100ml**Lovehoney**£6.50**4.2★**▲ 84%**](https://www.amazon.co.uk/dp/B08W1MD7N7) [**Pasante Mini Lubes Fun Pack | Condom Friendly Personal Lubricants | Mixed Flavours in 5 x 15ml Tubes | Water Based**Pasante**£8.26**4.3★**▲ 84%**](https://www.amazon.co.uk/dp/B0FSDZJRVV) [**Loving Joy Strawberry Flavoured Lube 100ml Edible Lubricant Lubricants & Licks Sugar-Free Water Based Strawberry Flavour**Loving Joy**£6.47**4.7★**▲ 44%**](https://www.amazon.co.uk/dp/B0DVPZDVKY) [**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**£7.30**3.9★**▲ 44%**](https://www.amazon.co.uk/dp/B0D2RLWRMM) [**Ann Summers Passionfruit Flavoured Water Based Lube 100ml**Ann Summers**£7.73**4.0★**▲ 42%**](https://www.amazon.co.uk/dp/B09RBCKWRW)
**~~View all trending →~~**
## **What buyers say about flavoured lube**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**11%
*“Good selection”*
**Flavor**10%
*“Nice flavours”*
**Taste-Overall**10%
*“Great luv and what a taste”*
**Lubrication**9%
*“As a water based lubricant, the texture is impressively smooth and silky, providing a glide that lasts without becoming tacky”*
**Smell**8%
*“They smell really well of the flavours, cookie and cream especially smells nice,”*
**Advertised Vs Actual Product**6%
*“Works like a charm”*
**Texture/Consistency-Overall**5%
*“The texture is smooth”*
**Ease Of Use**5%
*“comfortable during use”*
**Ease Of Cleaning**3%
*“easy to clean”*
**Value For Money**3%
*“Work out well priced for the five tubes”*
### **What buyers complain about **
**Leak-Proof**16%
*“spilled everywhere during transit”*
**Adhesion/Stickiness**13%
*“Sticky and sickly”*
**Smell**11%
*“it smells like its off”*
**Sweetness**4%
*“Too sweet for me”*
**Moist/Dry**3%
*“Still dries out”*
**Lubrication**3%
*“which could be annoying if you're lubed up already and reapplying”*
**Pain Relief-Overall**2%
*“Very sticky an caused soreness”*
**Taste-Overall**2%
*“awful taste”*
**Dilute/Watery**2%
*“E it really is water based”*
**Value For Money**2%
*“Waste of cash”*
### **Top return reasons **
**Leak-Proof**45%
**Advertised Vs Actual Product**8%
**Adhesion/Stickiness**8%
**Taste-Overall**5%
**Lubrication**4%
**Size-Overall**4%
**Smell**3%
**Flavor**3%
**Value For Money**2%
**Functionality-Overall**2%
## **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.
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