How competitive is the Lube niche on Amazon United Kingdom?

10 brands and 137 sellers compete in Lube on Amazon United Kingdom. The top 5 Lube products take 61% of clicks and its top 5 brands hold 90% of demand.

What do buyers complain about in Lube?

Lube buyers on Amazon United Kingdom complain most about Adhesion/Stickiness, Smell, Moist/Dry, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Lube niche?

Lube sells for £6.68 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.91–£11.97. The average incumbent carries 7,424 reviews — the moat a new listing must climb.

Lube

Lube shows low returns (0.1%), but prices mostly outside the sweet spot ($2.91–$11.97) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Lube profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Lube is a £2.8M/yr Amazon United Kingdom market (2.7M searches/yr). The top 5 brands hold 90% of demand. Verdict: Worth a look — 53/100.

Lube: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -3.4% over the last 90 days and 15.4% of searches end in a purchase.

£2.8M

revenue / yr

Units sold / yr400K

Search volume / yr-3.4%2.7M

Conversion rate15.4%

Avg price£6.68

Who owns the niche?

The top 5 brands hold 90% of demand, so 10% of the market is open.

10%

open market share

Brands · sellers10 · 137

Top-5 product click share61%

Open market10%

Avg brand age90 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 25 products

Top Lube products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

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: brands, sellers & click share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 rising

Sellers

137

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

61%

Top 20: 95%

Open market

LUBIDO42%
Durex34%
Liquid Silk7%
Shealove London5%
YES3%
Luby Lube3%
Open — no brand owns it (4 brands, 7%)

Lube demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume2.7MCVR15.4%Products25Brands10Top 5 Brands90%OOS Rate0.0%Rating4.5★Reviews7,424Avg BSR#44

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Lube search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

lube1.2M/yr -2.2%11.9% conv.
lube water based unflavoured264K/yr +4.1%18.4% conv.
lubes private sexual158K/yr -0.8%11.0% conv.
lubricant water-based lube91K/yr +38.1%11.5% conv.
durex lubes lubricant28K/yr >1,000%14.6% conv.
durex lube124K/yr -26.3%14.1% conv.
water based lubrification gel100K/yr -12.7%15.1% conv.
lubrication for easy sex141K/yr -39.2%9.8% conv.
water based lube79K/yr -7.0%13.0% conv.
lubricant74K/yr -12.3%8.5% conv.

What reviews say buyers love and hate about Lube

What buyers mention most, as a share of all reviews.

What buyers love

70% of reviews

Quality-Overall19%

“An excellent and cost effective product”

Lubrication13%

“most natural feeling lubricant”

Advertised Vs Actual Product10%

“It works as it should”

Value For Money6%

“Good value for money”

Soft Feel6%

“silky smooth”

What buyers complain about

60% of reviews

Adhesion/Stickiness19%

“Gets very sticky”

Smell9%

“It absolutely smells horrendous”

Moist/Dry6%

“Dries Up”

Grip5%

“Not as slippery i thought”

Leak-Proof5%

“it appears definitely was leakage from one of them maybe was during the transportation process”

Lube return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

15%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Leak-Proof

25%

2Adhesion/Stickiness

3Advertised Vs Actual Product

4Quality-Overall

5Functionality-Overall

Common Lube questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Lube 53/100 on Amazon United Kingdom — Worth a look. The niche generates £2.8M/yr across 25 tracked products. 2 of 2 products launched in the last 360 days are still selling. Search demand moved -3.4% over the last 90 days.