Is masturbator profitable to sell on Amazon United Kingdom?

The niche generates £2.9M/yr across 41 tracked products. 20 of 21 products launched in the last 360 days are still selling. 90-day search growth is -3.3%. Flapen's verdict: Worth a look (63/100).

How competitive is the masturbator niche?

15 brands and 49 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in masturbator?

Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.1%.

When does demand for masturbator peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the masturbator niche?

Listings span £11.37–£141.12; the average listing price is £35.19 (sweet spot $15–$100). The average incumbent carries 194 reviews — the moat a new listing must climb.

masturbator

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Incredible£2.9M

£2.9M/yr · 5.9M searches

Avg price

Incredible£35.19

avg listing price — sweet spot $15–$100

Review moat

Great193.73

avg incumbent reviews — the moat a new listing must climb

Competition

Great36%

top-5 click share — an open shelf

Price range

Good£11.37–£141.12

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Okay84%

top-5 brand share — brands hold most of the demand

Growth

Bad-3.3%

90-day search growth — must beat 0% to launch

Conversion

Bad1.4%

search→purchase rate — share of searches ending in a sale

According to Flapen's Amazon United Kingdom niche tracking, masturbator is a £2.9M/yr Amazon United Kingdom market (5.9M searches/yr). The top 5 brands hold 84% of demand. Verdict: Worth a look — 63/100.

Data updated Jul 25, 2026 · scored weekly · How we score niches

masturbator market data

Units sold / yr: 60K–80K; avg 750–1,000/product
Revenue / yr: £2.1M–£2.8M; units × avg price
Conversion rate: 1.4%
Avg BSR: #0
Page quality: 0%
Prime: 100%
Sponsored: 0%
Out of stock: 9.7%
Avg brand age: 36 months
Avg seller age: 165 days

Competition & brand share

Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.

Brands

15 falling

Sellers

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

36%

Top 20: 82%

Open market

12%

Kismloit34%
Fifesoo21%
Govosaa12%
Vooloka8%
SoloFun8%
seekheart4%
Open — no brand owns it (9 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top masturbator search terms

male masterubaters1.5M/yr -0.7%1.0% conv.
male sex toys575K/yr +0.4%0.6% conv.
sex toys for men495K/yr -4.5%0.5% conv.
male sex toy508K/yr -2.2%0.8% conv.
mens sex toys463K/yr -4.4%0.5% conv.
masturbator442K/yr -11.4%0.4% conv.
mens sex toy212K/yr -1.1%0.8% conv.
male masturbator208K/yr -3.5%0.7% conv.
sex toy for men155K/yr +2.8%0.5% conv.
sex toys men105K/yr +5.2%0.4% conv.

All search terms

Top masturbator 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Kismloit Male Masturbator Sex Toys for Men AI Sync Upgraded Licking 12s Penis Pump Aqua-Friction Massage 7 Sucking Thrusting Rotating Vibrating Adult Mens Sex Toy Male Stroker Masterubaters

Kismloit£55.554.7★369 rev

Portable Male Masturbator Fits Universal Size Sex Toys Suitable Sex Toyscouples for Man Long Lasting Training Masturbator Device

Fifesoo£50.434.6★47 rev

Govosaa Male Masturbator Sex Toys for Men AI Sync 3 Sleeves Adult Toys Sets with 9 Sucking & Vibrating Modes 3D Realistic Tunnel Mens Sex Toy Pocket Pussy Colorful Lighting Stroker Masterubaters

Govosaa£56.714.7★336 rev

Kismloit 3 in 1 Sex Toys Male Masturbator - Adult Toys 3D Realistic Vagina and Tight Anus Manual Masturbation Cup Pocket Pussy for Men Penis Stimulation Stroker Mens Sex Toy

Kismloit£18.284.7★429 rev

Long Lasting Portable Sex Toyscouples for Man Soft Flexible Male Masturbator Universal Training Massager Comfortable Adult Male Masterubaters

Fifesoo£58.574.6★47 rev

Newest

by launch date

Kismloit Automatic Sucking Male Masturbator AI Sync Sex Toys for Men 10 Full Coverage Vibration & 10 Suction Modes Pocket Pussy Adult Mens Sex Toy Ultra Realistic 3D Tunnel Tight Wrapping & Soft Fit

Kismloit£31.3594 rev

2mo ago

Long Lasting Portable Sex Toyscouples for Man Soft Flexible Male Masturbator Universal Training Massager Comfortable Adult Male Masterubaters

Fifesoo£58.5747 rev

4mo ago

Vibrating Masturbator Male Sex Toys 10 Modes Pocket Pussy 8.3 Extended Realistic Channel for Tight Full Wrap Stimulation Dustproof & Detachable Mens Sex Toy for Men Male Masterubaters Fleshliglt

Govosaa£20.3255 rev

6mo ago

Kismloit Male Masturbator AI Sync Sex Toys for Men 7 Thrusting Rotating & One-Click Boost Modes & Hands-Free Suction Cup Base Adult Mens Sex Toyscouples for Man LCD Display Stroker Masterubaters

Kismloit£41.3463 rev

7mo ago

Kismloit Male Masturbator Sex Toys for Men AI Sync Upgraded Licking 12s Penis Pump Aqua-Friction Massage 7 Sucking Thrusting Rotating Vibrating Adult Mens Sex Toy Male Stroker Masterubaters

Kismloit£55.55369 rev

8mo ago

What buyers say about masturbator

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall17%

“Premium quality”

Fun/Entertainment Experience12%

“FUN toy”

Value For Money10%

“For the price”

Ease Of Cleaning7%

“cleaned out easily”

Ease Of Use6%

“easy to handle”

Soft Feel5%

“smooth feel”

Vibration/Speed Control5%

“Powerful vibrations”

Sexual Wellness4%

“Pleasure”

Suction4%

“Very good suction power”

Advertised Vs Actual Product4%

“Product as advertised”

What buyers complain about

Size-Overall11%

“unfortunately doesn't fit me well”

Durability6%

“fell apart”

Quality-Overall6%

“Poor quality”

Suction5%

“potentially ruined the suction cup”

Charging4%

“Doesnt hold charge”

Functionality-Overall3%

“Not working as advertised”

Value For Money3%

“Waste of money”

Sexual Wellness3%

“leaving me with effectively a ruined orgasm”

Ease Of Use3%

“Impossible to use”

Vibration/Speed Control2%

“vibration could be better”

Top return reasons

Functionality-Overall32%

Battery Life14%

Size-Overall7%

Quality-Overall7%

Satisfaction/Pleasure7%

Charging7%

Defective Material/Parts7%

Sexual Wellness7%

Comfort-Overall7%

Value For Money4%

Common questions

Is masturbator profitable to sell on Amazon United Kingdom?: The niche generates £2.9M/yr across 41 tracked products. 20 of 21 products launched in the last 360 days are still selling. 90-day search growth is -3.3%. Flapen's verdict: Worth a look (63/100).
How competitive is the masturbator niche?: 15 brands and 49 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in masturbator?: Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.1%.
When does demand for masturbator peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the masturbator niche?: Listings span £11.37–£141.12; the average listing price is £35.19 (sweet spot $15–$100). The average incumbent carries 194 reviews — the moat a new listing must climb.