---
title: "Lidocaine Gel — £168K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/lidocaine-gel"
last_updated: "2026-07-31T20:49:07.356Z"
locale: en
meta:
description: "Niche score 41/100 · £168K/yr market · 238K searches/yr · £5.92 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £168K/yr market · 238K searches/yr · £5.92 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Lidocaine Gel — £168K/yr Amazon UK Niche (2026) - Flapen"
---
# **lidocaine gel**
**Skip it**
Prices mostly outside the sweet spot ($2.98–$13.44) — this niche doesn't clear our bar today.
Market size 35Growth 11Conversion 95Competition 15Returns 100Price range 0Avg price 16Brand share 28Review moat 25Quality gap 72
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£168K**
£168K/yr · 238K searches
**Brand share**
**Okay****88%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****4,491.3**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£5.92**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****83%**
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–£13.44**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KSpike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Feb · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/lidocaine-gel/trend)
## **Top lidocaine gel search terms**
- **anbesol**57K/yr-19.7%3.5% conv. - **anbesol liquid**99K/yr-46.8%1.8% conv. - **anbesol adult strength gel**50K/yr-16.6%8.3% conv. - **anbesol liquid adult**20K/yr-8.8%3.4% conv. - **ambesol**6K/yr-3.1%4.1% conv. - **anbesol adult strength liquid**4K/yr+14.5%3.8% conv. - **ambersol**2K/yr-20.0%5.5% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/lidocaine-gel/search-terms)
## **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.
0%15%£25K30%£50K45%£76K60%£101K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 10 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Anbesol Adult Strength Gel for Rapid Pain Relief 10g**Anbesol**£2.98**4.5★6,839 rev](https://www.amazon.co.uk/dp/B003CHD1MW) [2**Orajel Mouth Gel for Fast Mouth Ulcer Treatment & Oral Gel Relief Targeted Tooth Pain Relief Easy-Apply Mouth Numbing Gel 5.3g**Orajel**£3.41**4.6★5,595 rev](https://www.amazon.co.uk/dp/B001RYUE54) [3**Aloclair Plus Mouth Ulcer Spray 15 ml**Aloclair**£5.07**4.2★3,774 rev](https://www.amazon.co.uk/dp/B00AZVW1WE) [4**Apiprodent Gel- Extra Strength Oral Treatment for Inflammation Mouth Ulcers Sore Gums - Dental Relief for Adults - 20gr**apipharma**£13.44**4.1★553 rev](https://www.amazon.co.uk/dp/B08TYN1FND) [5**Bonjela 15g Oral Gel - Fast Acting Pain Relief For Mouth Ulcers Cold Sores Swelling Infection Suitable With Dentures Adult Treatment Quick Medication Solution**Bonjela**£4.33**4.7★7,410 rev](https://www.amazon.co.uk/dp/B000KU5334)
**~~View all top sellers →~~**
### **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**£6.00**142 rev2y ago](https://www.amazon.co.uk/dp/B0CQT7P17K) [**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**£5.23**134 rev2y ago](https://www.amazon.co.uk/dp/B0CQT86DQJ) [**Apiprodent Gel- Extra Strength Oral Treatment for Inflammation Mouth Ulcers Sore Gums - Dental Relief for Adults - 20gr**apipharma**£13.44**553 rev5y ago](https://www.amazon.co.uk/dp/B08TYN1FND) [**Ashton & Parsons Teething Gel for 3 Months+ 10ml**Ashton & Parsons**£3.83**16,511 rev7y ago](https://www.amazon.co.uk/dp/B07HBGR8H6) [**Azulenal Solution for Mouth & Stomach Ulcers | Canker Sores Gingivitis Peptic Ulcers | Soothes Sore Throat & Aids Digestion | Anti-Inflammatory with Guaiazulene - 10ml**AZULENAL**£10.26**1,543 rev8y ago](https://www.amazon.co.uk/dp/B071NV6M6M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Bonjela 15g Oral Gel - Fast Acting Pain Relief For Mouth Ulcers Cold Sores Swelling Infection Suitable With Dentures Adult Treatment Quick Medication Solution**Bonjela**£4.33**4.7★**▲ 91%**](https://www.amazon.co.uk/dp/B000KU5334) [**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**£6.00**3.9★**▲ 89%**](https://www.amazon.co.uk/dp/B0CQT7P17K) [**Apiprodent Gel- Extra Strength Oral Treatment for Inflammation Mouth Ulcers Sore Gums - Dental Relief for Adults - 20gr**apipharma**£13.44**4.1★**▲ 59%**](https://www.amazon.co.uk/dp/B08TYN1FND) [**Ashton & Parsons Teething Gel for 3 Months+ 10ml**Ashton & Parsons**£3.83**4.6★**▲ 43%**](https://www.amazon.co.uk/dp/B07HBGR8H6) [**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**£5.23**3.8★**▲ 22%**](https://www.amazon.co.uk/dp/B0CQT86DQJ)
**~~View all trending →~~**
## **What buyers say about lidocaine gel**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Tooth Sensitivity**21%
*“it calmed my gum down around the tooth it handy to have in for emergencies”*
**Advertised Vs Actual Product**13%
*“Exactly as described”*
**Quality-Overall**9%
*“Better than other makes I've used”*
**Efficiency**9%
*“Very effective”*
**Oral Hygiene**9%
*“Teething lifesaver”*
**Value For Money**8%
*“Reasonably priced”*
**Ease Of Use**3%
*“easy to use”*
**Taste-Overall**3%
*“Taste great helped clear the ulcer”*
**Strength**2%
*“Strong stuff”*
**Lubrication**2%
*“I am happy with this Clove Oil for Toothache and Pain relief”*
### **What buyers complain about **
**Taste-Overall**14%
*“Tastes bad”*
**Pain Relief-Overall**13%
*“they can be surprisingly painful”*
**Functionality-Overall**11%
*“Doesn't work, and doesn't spray”*
**Value For Money**6%
*“Waste of money”*
**Instructions/User Manual/Troubleshooting**5%
*“No information in English as how to use it”*
**Oral Hygiene**5%
*“DO NOT USE FOR DENTAL PAIN”*
**Tooth Sensitivity**3%
*“Didn't do much to help numb the toothache”*
**Durability**3%
*“not long lasting would”*
**Advertised Vs Actual Product**2%
*“Didnt read the info properly”*
**Ease Of Use**2%
*“Sadly cimoletely unusable for me”*
### **Top return reasons **
**Functionality-Overall**22%
**Language Issues**12%
**Size-Overall**11%
**Advertised Vs Actual Product**9%
**Compatibility-Overall**7%
**Joint Pain**5%
**Tooth Sensitivity**4%
**Ingredients-Overall**4%
**Value For Money**4%
**Taste-Overall**3%
## **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.
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