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Lubricating Gel for Women

Fail

Prices span $2.91–$9.92, mostly outside the sweet spot, so Lubricating Gel for Women is a Fail.

Flapen Score
36
36 / 100
Ranks 1,876 of 2,035 Health & Personal Care niches · −12 vs the category median of 48
Market size
£9K/yr17K searches / yr
90-day growth
-14.2%search demand this quarter
Competition
65%top-5 click share · 10 brands · 117 sellers

Flapen Score

Lubricating Gel for Women against its category

The dotted line is the Health & Personal Care average. Past it, Lubricating Gel for Women is stronger. Inside it, weaker.

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lubricating Gel for Women market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lubricating Gel for Women 17K times last year and spent an estimated £9K. The top 5 brands take 86% of clicks. Demand peaks in Aug–Sep. Flapen scores it 36 out of 100, a Fail.

01 · Demand

An estimated 8.8% of those searches ended in a purchase.

Shoppers searched for this 17K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 8.8% of those searches ended in a purchase. Searches in the last 90 days moved -14.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £9K a year.

Searches, last 12 months
17K
Growth, 90 days vs prior 90
-14.2%
Conversion, latest week
8.8%
Market size, estimated
£9Ka year
Peak month
August2.0× the quietest month
Top search term
sensitive lube8K searches a year

02 · Price

A sale here is worth £6.32.

Listings sell for £6.32 on average, from £2.91 to £9.92. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 0 to 100 of them. At £6.32 that is £0 to £632 a year per listing.

Average price
£6.32under the $15 to $100 sweet spot
Price range
£2.91–£9.92
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£632
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

87% of listings pay for placement with sponsored ads. 93% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #1 within Sex & Sensuality. It carries 6,238 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
87%
Prime listings
93%
Out of stock, average day
0.0%
Average rank
#1in Sex & Sensuality
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
6,238per listing
Listings tracked
15

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 73 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
73 months

Products

Top Lubricating Gel for Women products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 25, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 65% of clicks. Leaders hold, but buyers still shop past them.

£0£938£2K£3K£4K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 flat

Sellers

117

Est. top-5 brand share

86%

Top 20: 100%

Est. top-5 click share

65%

Top 20: 100%

Open market

10%

  • Durex46%
  • LUBIDO22%
  • K-Y7%
  • Liquid Silk6%
  • YES5%
  • Ann Summers4%
  • Open — no brand owns it (4 brands, 10%)

Demand

Lubricating Gel for Women search demand

Weekly searches over the year, seasonality beneath. Pick a range.

800600Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Aug, Sep · busiest ÷ quietest = 2.0×

Search terms

Top Lubricating Gel for Women search terms shoppers use

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

  • sensitive lube8K/yr
  • lubricating gel6K/yr
  • lube for women2K/yr
  • lubricating gel for women menopause132/yr
  • lubricating gel for women61/yr
  • lubricant gel women101/yr
  • lube for menopausal women400/yr

Reviews and returns

What reviews say buyers love and hate about Lubricating Gel for Women

We read the reviews and the return reasons for every product selling here.

14%of positive reviews mention “Lubrication”
17%of negative reviews mention “Adhesion/Stickiness”
0.1%of orders come back
“Gets very sticky”
A buyer, on “Adhesion/Stickiness”17% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

20 topics

NegativePositive

FAQ

Common Lubricating Gel for Women questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data