Is pain relief gel profitable to sell on Amazon United Kingdom?

The niche generates £228K/yr across 21 tracked products. 90-day search growth is -22.2%. Flapen's verdict: Skip it (46/100).

How competitive is the pain relief gel niche?

12 brands and 118 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in pain relief gel?

Top complaints mined from reviews: Smell, Functionality-Overall, Pain Relief-Overall. The return rate is 0.1%.

When does demand for pain relief gel peak?

Demand peaks in Sep–Oct–Nov; the busiest month runs 1.8× the quietest.

What does it cost to enter the pain relief gel niche?

Listings span £2.36–£24.93; the average listing price is £8.29 (sweet spot $15–$100). The average incumbent carries 7,427 reviews — the moat a new listing must climb.

pain relief gel

Skip it

Soft demand (-22.2% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great9.0%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£2.36–£24.93

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

Market size

Okay£228K

£228K/yr · 307K searches

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay84%

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

Review moat

Bad7,426.71

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.29

avg listing price — sweet spot $15–$100

Growth

Bad-22.2%

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

According to Flapen's Amazon United Kingdom niche tracking, pain relief gel is a £228K/yr Amazon United Kingdom market (307K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Sep–Oct–Nov. Verdict: Skip it — 46/100.

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

pain relief gel market data

Units sold / yr: 25K–30K; avg 750–1,000/product
Revenue / yr: £207K–£249K; units × avg price
Conversion rate: 9.0%
Avg BSR: #32
Page quality: 0%
Prime: 100%
Sponsored: 95%
Out of stock: 0.5%
Avg brand age: 52 months
Avg seller age: 166 days

Competition & brand share

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

Brands

12 falling

Sellers

118

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

61%

Top 20: 99%

Open market

12%

Deep Relief41%
Voltarol16%
IBULEVE12%
5KIND CLINICAL SKINCARE8%
Tiger Balm8%
Deep Heat4%
Open — no brand owns it (6 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -22.2% search growth over the last 90 days.

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 1.8×

Open Trend

Top pain relief gel search terms

pain relief gel75K/yr -25.1%7.1% conv.
muscle recovery cream23K/yr -26.9%1.2% conv.
deep relief anti-inflammatory gel31K/yr -19.7%18.5% conv.
anti inflammatory gel25K/yr -21.2%10.3% conv.
muscle rub25K/yr -34.8%3.5% conv.
deep relief12K/yr +7.4%13.9% conv.
muscle relaxant16K/yr -16.0%2.6% conv.
aspercreme with lidocaine10K/yr -27.1%0.1% conv.
bengay cream14K/yr -12.9%0.9% conv.
deep relief gel15K/yr -48.6%13.2% conv.

All search terms

Top pain relief gel 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Deep Relief Duo Pain Relief Gel with Ibuprofen & Levomenthol Triple Action Relief from Back Rheumatic & Muscular Pain 100g (Pack of 1)

Deep Relief£6.424.6★851 rev

Deep Relief Triple Action Anti-Inflammatory Gel White 50 g

Deep Relief£3.714.4★7,894 rev

Ibuleve Max Strength Pain Relief 10% Ibuprofen Gel Maximum Anti-Inflammatory Relief for Joint Pain Sprains Backache Muscular Pains and Sports Injuries 50 g

IBULEVE£6.484.4★9,948 rev

Voltarol Joint & Back Pain Relief 2.32% Gel Max Strength Diclofenac Anti Inflammatory Pain Relief for Muscles & Joints 50 g

Voltarol£7.884.6★19,915 rev

Voltarol Back & Muscle Pain Relief 1.16% Gel Diclofenac AntiInflammatory Pain Relief for Muscles & Joints 100 g

Voltarol£9.174.7★9,012 rev

Newest

by launch date

3PCS Hyaluronic Acid Joint Cream - Knee Cream - Deep Penetrating Freeze Gel Non-Greasy Fast Absorption for Muscle/Back/Knee/Joint Care

ISBEAUSOLS£12.85308 rev

1y ago

5kind Extra Strong Hemp Cream 200ml - High Strength Hemp Oil and Arnica Cream - for Massaging Joints & Muscles Lower Back Feet Knees Neck & Shoulders - Rich in Natural Extracts

5KIND CLINICAL SKINCARE£16.585,417 rev

2y ago

Amgesic Pain Relief 1% Diclofenac Gel 50g

Amgesic£4.181,995 rev

3y ago

Motusol Max 2.32% w/w Gel 50g Targeted Pain Relief of Joints & Muscles in Acute strains & sprains

Motusol£5.93943 rev

4y ago

Tiger Balm Muscle & Tension Lotion (80ml) with No Mess Applicator for Muscle Tension Loosens & Relaxes Muscles

Tiger Balm£6.552,391 rev

4y ago

What buyers say about pain relief gel

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

What buyers love

Joint Pain15%

“Relieved joint pain”

Quality-Overall13%

“Great product very pleased with purchase”

Value For Money12%

“Excellent value for money”

Efficiency11%

“Works well”

Muscle Pain Relief6%

“Gives relief for muscle pain”

Advertised Vs Actual Product6%

“AS DESCRIBED”

Smell5%

“no nasty scent”

Ease Of Application4%

“ease of application”

Ease Of Use3%

“Easier to use”

Strength2%

“Effective”

What buyers complain about

Smell13%

“smells fishy”

Functionality-Overall12%

“No results at all”

Pain Relief-Overall11%

“no pain relief”

Value For Money10%

“Bit pricey”

Joint Pain4%

“Not good for anyone with arthritis”

Allergies3%

“being very itchy”

Ingredients-Overall3%

“But unfortunately I've had to stop using it as something in the ingredients is making my asthma worse”

Advertised Vs Actual Product2%

“doesn't work miracles as suggested in the ads”

Strength2%

“Not strong enough”

Symptom Reduction2%

“No improvement”

Top return reasons

Functionality-Overall20%

Leak-Proof19%

Joint Pain11%

Advertised Vs Actual Product10%

Smell10%

Quality-Overall5%

Ingredients-Overall4%

Value For Money3%

Oily/Greasy2%

Adhesion/Stickiness2%

Common questions

Is pain relief gel profitable to sell on Amazon United Kingdom?: The niche generates £228K/yr across 21 tracked products. 90-day search growth is -22.2%. Flapen's verdict: Skip it (46/100).
How competitive is the pain relief gel niche?: 12 brands and 118 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in pain relief gel?: Top complaints mined from reviews: Smell, Functionality-Overall, Pain Relief-Overall. The return rate is 0.1%.
When does demand for pain relief gel peak?: Demand peaks in Sep–Oct–Nov; the busiest month runs 1.8× the quietest.
What does it cost to enter the pain relief gel niche?: Listings span £2.36–£24.93; the average listing price is £8.29 (sweet spot $15–$100). The average incumbent carries 7,427 reviews — the moat a new listing must climb.