lidocaine gel
Skip itPrices mostly outside the sweet spot ($2.98–$13.44) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.9%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Okay£168K£168K/yr · 238K searches
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Review moat
Bad4,491.3avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£5.92avg listing price — sweet spot $15–$100
Competition
Bad83%top-5 click share — a locked-up shelf
Growth
Bad-27.7%90-day search growth — must beat 0% to launch
Price range
Bad£2.98–£13.44cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, lidocaine gel is a £168K/yr Amazon United Kingdom market (238K searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Feb. Verdict: Skip it — 41/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
lidocaine gel market data
- Units sold / yr
- 15K–20K
- avg 2,500–3,000/product
- Revenue / yr
- £89K–£118K
- units × avg price
- Conversion rate
- 11.9%
- Avg BSR
- #65
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 80%
- Out of stock
- 0.0%
- Avg brand age
- 66 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 rising
Sellers
97
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
83%
Top 20: 100%
Open market
7%
- Anbesol51%
- Orajel13%
- Aloclair9%
- Bonjela7%
- AINxtolm7%
- apipharma5%
- Open — no brand owns it (2 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -27.7% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 1.7×
Top lidocaine gel search terms
- anbesol57K/yr
- anbesol liquid99K/yr
- anbesol adult strength gel50K/yr
- anbesol liquid adult20K/yr
- ambesol6K/yr
- anbesol adult strength liquid4K/yr
- ambersol2K/yr
Top lidocaine gel 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 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Anbesol Adult Strength Gel for Rapid Pain Relief 10g
Anbesol£2.984.5★6,839 rev
Orajel Mouth Gel for Fast Mouth Ulcer Treatment & Oral Gel Relief Targeted Tooth Pain Relief Easy-Apply Mouth Numbing Gel 5.3g
Orajel£3.414.6★5,595 rev
Aloclair Plus Mouth Ulcer Spray 15 ml
Aloclair£5.074.2★3,774 rev
Apiprodent Gel- Extra Strength Oral Treatment for Inflammation Mouth Ulcers Sore Gums - Dental Relief for Adults - 20gr
apipharma£13.444.1★553 rev
Bonjela 15g Oral Gel - Fast Acting Pain Relief For Mouth Ulcers Cold Sores Swelling Infection Suitable With Dentures Adult Treatment Quick Medication Solution
Bonjela£4.334.7★7,410 rev
Newest
by launch date
2PCS Toothache Pain Relief for Adult Toothache Relieving Spray Oral Care Spray Tooth Pain Relief Extra Strong Natural Dental Pain Relief Pain Relief for Toothache Gum Pain Spray for Teeth Health
AINxtolm£6.00142 rev
Toothache Relieving Spray Toothache Pain Relief for Adult Oral Care Spray Dental Pain Relief Pain Spray for Toothache Relief Pain Relief for Toothache Gum Pain Spray Effective Toothache Remedy Spray
AINxtolm£5.23134 rev
Apiprodent Gel- Extra Strength Oral Treatment for Inflammation Mouth Ulcers Sore Gums - Dental Relief for Adults - 20gr
apipharma£13.44553 rev
Ashton & Parsons Teething Gel for 3 Months+ 10ml
Ashton & Parsons£3.8316,511 rev
Azulenal Solution for Mouth & Stomach Ulcers | Canker Sores Gingivitis Peptic Ulcers | Soothes Sore Throat & Aids Digestion | Anti-Inflammatory with Guaiazulene - 10ml
AZULENAL£10.261,543 rev
Trending
90-day click momentumBonjela 15g Oral Gel - Fast Acting Pain Relief For Mouth Ulcers Cold Sores Swelling Infection Suitable With Dentures Adult Treatment Quick Medication Solution
Bonjela£4.334.7★
2PCS Toothache Pain Relief for Adult Toothache Relieving Spray Oral Care Spray Tooth Pain Relief Extra Strong Natural Dental Pain Relief Pain Relief for Toothache Gum Pain Spray for Teeth Health
AINxtolm£6.003.9★
Apiprodent Gel- Extra Strength Oral Treatment for Inflammation Mouth Ulcers Sore Gums - Dental Relief for Adults - 20gr
apipharma£13.444.1★
Ashton & Parsons Teething Gel for 3 Months+ 10ml
Ashton & Parsons£3.834.6★
Toothache Relieving Spray Toothache Pain Relief for Adult Oral Care Spray Dental Pain Relief Pain Spray for Toothache Relief Pain Relief for Toothache Gum Pain Spray Effective Toothache Remedy Spray
AINxtolm£5.233.8★
What buyers say about lidocaine gel
What buyers praise and complain about, mined from review topics.What buyers love
“it calmed my gum down around the tooth it handy to have in for emergencies”
“Exactly as described”
“Better than other makes I've used”
“Very effective”
“Teething lifesaver”
“Reasonably priced”
“easy to use”
“Taste great helped clear the ulcer”
“Strong stuff”
“I am happy with this Clove Oil for Toothache and Pain relief”
What buyers complain about
“Tastes bad”
“they can be surprisingly painful”
“Doesn't work, and doesn't spray”
“Waste of money”
“No information in English as how to use it”
“DO NOT USE FOR DENTAL PAIN”
“Didn't do much to help numb the toothache”
“not long lasting would”
“Didnt read the info properly”
“Sadly cimoletely unusable for me”
Top return reasons
Common questions
- Is lidocaine gel profitable to sell on Amazon United Kingdom?
- The niche generates £168K/yr across 10 tracked products. 90-day search growth is -27.7%. Flapen's verdict: Skip it (41/100).
- How competitive is the lidocaine gel niche?
- 8 brands and 97 sellers compete. The top 5 products take 83% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in lidocaine gel?
- Top complaints mined from reviews: Taste-Overall, Pain Relief-Overall, Functionality-Overall. The return rate is 0.1%.
- When does demand for lidocaine gel peak?
- Demand peaks in Feb; the busiest month runs 1.7× the quietest.
- What does it cost to enter the lidocaine gel niche?
- Listings span £2.98–£13.44; the average listing price is £5.92 (sweet spot $15–$100). The average incumbent carries 4,491 reviews — the moat a new listing must climb.