Lube
MaybeReturns run at only 0.1% of orders. But prices span $2.91–$11.97, mostly outside the sweet spot, so Lube is a Maybe.
- Flapen Score
- 53 / 100Top 29% of 2,035 Health & Personal Care niches · +5 vs the category median of 4853
- Market size
- £2.8M/yr2.7M searches / yr
- 90-day growth
- -3.4%search demand this quarter
- Competition
- 61%top-5 click share · 10 brands · 137 sellers
Flapen Score
Lube against its category
The dotted line is the Health & Personal Care average. Past it, Lube is stronger. Inside it, weaker.
Market
The Lube market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Lube 2.7M times last year and spent an estimated £2.8M. The top 5 brands take 90% of clicks. Flapen scores it 53 out of 100, a Maybe.
01 · Demand
15.4% of searches ended in a purchase last week.
Shoppers searched for this 2.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 15.4% of those searches ended in a purchase. Searches in the last 90 days moved -3.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £2.8M a year.
- Searches, last 12 months
- 2.7M
- Growth, 90 days vs prior 90
- -3.4%
- Conversion, latest week
- 15.4%
- Market size, estimated
- £2.8Ma year
- Peak month
- February1.3× the quietest month
- Top search term
- lube1.2M searches a year
02 · Price
A sale here is worth £6.68.
Listings sell for £6.68 on average, from £2.91 to £11.97. Amazon reports units sold in ranges. This niche sold 300K to 400K a year. The average listing sells 12,500 to 15,000 of them. At £6.68 that is £84K to £100K a year per listing.
- Average price
- £6.68under the $15 to $100 sweet spot
- Price range
- £2.91–£11.97
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 300K–400K
- Units per listing a year
- 12,500–15,000
- Revenue per listing a year
- £84K–£100K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
92% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #44 within Sex & Sensuality. It carries 7,424 reviews at 4.47 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 92%
- Prime listings
- 96%
- Out of stock, average day
- 0.0%
- Average rank
- #44in Sex & Sensuality
- Average rating
- 4.47 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 7,424per listing
- Listings tracked
- 25
04 · Newcomers
Amazon counts 2 of last year's 2 launches as successful.
2 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 90 months on average, so the names here are established.
- Launched, last 12 months
- 2
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 90 months
Products
Top Lube products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Lubido Original Water Based Paraben Free Intimate Gel Lube - 250ml
- Price
- £5.16
- Rating
- 4.5/5
- Reviews
- 35,246
- Age
- 11y ago

Durex Play Feel Water Based Lube 100ml Gentle pH Friendly Non Sticky Non Staining Unflavoured Condom & Toy Compatible Smooth Texture Clinically Tested
- Price
- £6.03
- Rating
- 4.5/5
- Reviews
- 6,459
- Age
- 11y ago

Lubido Original Water Based Paraben Free Intimate Gel Lube - 250ml (Pack of 2)
- Price
- £7.50
- Rating
- 4.6/5
- Reviews
- 19,275
- Age
- 11y ago

Liquid Silk Personal Lubricant 250ml
- Price
- £8.57
- Rating
- 4.7/5
- Reviews
- 10,441
- Age
- 17y ago

Fun time Lubricants - 225 ml (Tingle Cherry Strawberry 225 ml)
- Price
- £5.33
- Rating
- 4.3/5
- Reviews
- 1,026
- Age
- 4y ago
Trending
90-day click momentum
Ignite Water Based Lube Gel 250ml Personal Lubricant Gel for Men & Women
- Price
- £5.75
- Rating
- 4.5/5
- Reviews
- 77
- Age
- 5mo ago

YES WB Water-Based Personal Lubricant | Intensely Hydrating Water-Based Lube | Certified Organic | Made Without Hormones or Glycerine | pH Matched (100ml)
- Price
- £9.92
- Rating
- 4.5/5
- Reviews
- 4,650
- Age
- 10y ago

Luby Lube Water Based Personal Lubricant 250ml Silky Smooth Non-Sticky & Long Lasting Unflavoured Sex Lube | Hypoallergenic Paraben-Free Condom Safe and Toy Compatible | Suitable for Men & Women
- Price
- £5.95
- Rating
- 4.0/5
- Reviews
- 16
- Age
- 6mo ago

Durex Play Feel Water Based Lube 100ml Gentle pH Friendly Non Sticky Non Staining Unflavoured Condom & Toy Compatible Smooth Texture Clinically Tested
- Price
- £6.03
- Rating
- 4.5/5
- Reviews
- 6,459
- Age
- 11y ago

Astroglide Water Gel Based Ultra Gentle Lubricant 113 g Stays Put with No Drip Suitable for Men Women and Couples Unflavoured Lube Glycerine Free
- Price
- £5.42
- Rating
- 4.4/5
- Reviews
- 12,653
- Age
- 17y ago
Newest
by launch date
Ignite Water Based Lube Gel 250ml Personal Lubricant Gel for Men & Women
- Price
- £5.75
- Rating
- 4.5/5
- Reviews
- 77
- Age
- 5mo ago

Luby Lube Water Based Personal Lubricant 250ml Silky Smooth Non-Sticky & Long Lasting Unflavoured Sex Lube | Hypoallergenic Paraben-Free Condom Safe and Toy Compatible | Suitable for Men & Women
- Price
- £5.95
- Rating
- 4.0/5
- Reviews
- 16
- Age
- 6mo ago

KY Jelly Lube 57g Water Based Lubricant Extra Thick Gel Extra Comfort Ph Friendly Gentle Formula Gynecologically Tested Eases Vaginal Dryness & Intimate Discomfort Non-Sticky Non-Staining
- Price
- £3.98
- Rating
- 4.1/5
- Reviews
- 50
- Age
- 1y ago

Lubido Original Water Based Paraben Free Intimate Gel Lube - Jumbo 500ml (Pack of 2)
- Price
- £11.97
- Rating
- 4.6/5
- Reviews
- 303
- Age
- 4y ago

Fun time Lubricants - 225 ml (Tingle Cherry Strawberry 225 ml)
- Price
- £5.33
- Rating
- 4.3/5
- Reviews
- 1,026
- Age
- 4y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 61% of clicks. Leaders hold, but buyers still shop past them.
Brands
10 rising
Sellers
137
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
61%
Top 20: 95%
Open market
7%
- LUBIDO42%
- Durex34%
- Liquid Silk7%
- Shealove London5%
- YES3%
- Luby Lube3%
- Open — no brand owns it (4 brands, 7%)
Demand
Lube search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.3×
Search terms
Top Lube search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- lube1.2M/yr
- lube water based unflavoured264K/yr
- lubes private sexual158K/yr
- lubricant water-based lube91K/yr
- durex lubes lubricant28K/yr
- durex lube124K/yr
- water based lubrification gel100K/yr
- lubrication for easy sex141K/yr
- water based lube79K/yr
- lubricant74K/yr
Reviews and returns
What reviews say buyers love and hate about Lube
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Gets very sticky
leading to a sticky mess
just goes sticky
It absolutely smells horrendous
Very strong smell
Smells horrible
Dries Up
drys out guickly
if it wouldn't dry so easily
Not as slippery i thought
Slip and slide
Very slippery
it appears definitely was leakage from one of them maybe was during the transportation process
Leaky package
leaked all over other purchases in the same box
Love
An excellent and cost effective product
Excellent Product
This product delivers excellent performance
most natural feeling lubricant
Great for lubrication
This water-based lubricant does exactly what you want it to do — it feels silky, smooth, and not sticky or tacky like some others can
It works as it should
As described
Exactly as advertised
Good value for money
Good price
good value for money otherwise
silky smooth
Soft and silky,
Silky Smooth
Return
0.1% Return rate 15% Fixable by listing
it appears definitely was leakage from one of them maybe was during the transportation process
Leaky package
leaked all over other purchases in the same box
Gets very sticky
leading to a sticky mess
just goes sticky
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Lube questions
Answered from the same tracked data.









