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Lube

Maybe

Returns 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
53 / 100
Top 29% of 2,035 Health & Personal Care niches · +5 vs the category median of 48
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.

53Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 61% of clicks. Leaders hold, but buyers still shop past them.

£0£139K£278K£416K£555K101001K10K100K Review Count Sales
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

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.

60K40KSpike '25Spike '26SepDecMarJunAugNovMarMay

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

Adhesion/Stickiness19%−0.13

Gets very sticky

leading to a sticky mess

just goes sticky

Smell9%−0.04

It absolutely smells horrendous

Very strong smell

Smells horrible

Moist/Dry6%−0.03

Dries Up

drys out guickly

if it wouldn't dry so easily

Grip5%+0.13

Not as slippery i thought

Slip and slide

Very slippery

Leak-Proof5%

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

Quality-Overall19%+1.48

An excellent and cost effective product

Excellent Product

This product delivers excellent performance

Lubrication13%+0.71

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

Advertised Vs Actual Product10%+0.55

It works as it should

As described

Exactly as advertised

Value For Money6%

Good value for money

Good price

good value for money otherwise

Soft Feel6%

silky smooth

Soft and silky,

Silky Smooth

Return

0.1% Return rate 15% Fixable by listing

Leak-Proof25%█▆▇▆▇▆

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

Adhesion/Stickiness9%▅█▂▂▄▃

Gets very sticky

leading to a sticky mess

just goes sticky

Advertised Vs Actual Product8%█▃▅▄▃▄
Quality-Overall7%▅▂▂▄█▃
Functionality-Overall7%▁▅▅▂██

FAQ

Common Lube questions

Answered from the same tracked data.