sex oil
Skip itSoft demand (-33.1% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great8.2%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Brand share
Good69%top-5 brand share — brands hold most of the demand
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Price range
Okay£4.94–£19.96cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad7,913.12avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.06avg listing price — sweet spot $15–$100
Market size
Bad£55K£55K/yr · 83K searches
Growth
Bad-33.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, sex oil is a £55K/yr Amazon United Kingdom market (83K searches/yr). The top 5 brands hold 69% of demand. Verdict: Skip it — 46/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
sex oil market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £40K–£48K
- units × avg price
- Conversion rate
- 8.2%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 48%
- Out of stock
- 3.5%
- Avg brand age
- 76 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
76
Top-5 brand share
69%
Top 20: 100%
Top-5 click share
55%
Top 20: 94%
Open market
28%
- Durex23%
- Naissance22%
- Vibratissimo14%
- Me You Us7%
- LAST TOUCH4%
- DAZINER3%
Demand
Weekly Amazon search volume, last 25 weeks — -33.1% search growth over the last 90 days.Top sex oil search terms
- sex oil18K/yr
- massage lube7K/yr
- sex oil safe for internal use8K/yr
- intimate massage oil and lubricant6K/yr
- durex massage lube 2-in-1 lubricant6K/yr
- intimate massage oil4K/yr
- massage oil sex8K/yr
- sensual massage oil and sex lubricant6K/yr
- erotic massage oil5K/yr
- sex massage oils and lubes5K/yr
Top sex oil 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Naissance Knotty But Nice Sensual Massage Oil for Date Night Arousal Aphrodisiac Lubricant Sex Body Oil 250ml
Naissance£8.344.5★5,110 rev
Durex 2-in-1 Ylang Ylang Massage & Water-Based Lube 200 ml Sensual Aromatherapy Smooth Silky Ideal for Couples Long-Lasting Non-Sticky Skin-Friendly Easy Clean
Durex£6.784.4★28,840 rev
Vibratissimo Coconut - Exotic Massage Oil with Coconut Love Oil Erotic Oil 100 ml
Vibratissimo£7.184.3★4,255 rev
Me You Us Love Secret Massage Oil 150ml Luxurious Romantic Body Oil for Couples Sensual Moisturising Blend with Captivating Aroma Skin Softening & Nourishing Formula for Intimate Massage
Me You Us£6.624.5★227 rev
Durex Play Massage 2-in-1 Aloe Vera Lube 200 ml
Durex£6.574.5★8,362 rev
Newest
by launch date
Pure World 100ml Sensual Massage Oil. Indulge Your Senses with Sensual Luxurious Massage Oil. with Jasmine Oil Rose Oil and Sandalwood Oil Made in the UK
Pure World£6.905,584 rev
AVD Organics Sensual Massage Oil 236 ml - Intimate Moments & Enhanced Stimulation | Massage Oils for Date Night | Ideal for Full Body & Muscle Massage | for Women & Men - 8 fl .oz
AVD ORGANICS£8.25163 rev
DAZINER Strawberry Flavoured Lube Intimate Gel 200ml Massage Oil lubricants & Licks lube for Women Water Based lubricating Gel for Women Sex lube (Strawberry)
DAZINER£4.9416 rev
Aphrodisiac Massage Oil for Couples - Massage Oils for Date Night - Massage Oil for Massage Therapy -Aromatherapy Oil for Intimate Moments -Aphrodisiac Massage Oils - Muscle Relaxer Oils 8.45 Fl Oz.
LAST TOUCH£12.5867 rev
Vibratissimo Coconut - Exotic Massage Oil with Coconut Love Oil Erotic Oil 100 ml
Vibratissimo£7.184,255 rev
Trending
90-day click momentumAVD Organics Sensual Massage Oil 236 ml - Intimate Moments & Enhanced Stimulation | Massage Oils for Date Night | Ideal for Full Body & Muscle Massage | for Women & Men - 8 fl .oz
AVD ORGANICS£8.254.2★
YES OB Organic Oil-Based Personal Lubricant & Massage Oil 80ml | Dual-Purpose Plant-Oil Intimate Lubricant | Certified Organic Hormone & Glycerine Free
YES£12.084.4★
Massage Oil for Date Night Natural & Unscented 2-in-1
Pura Pleasure Oil£19.964.1★
Durex Play Massage 2-in-1 Aloe Vera Lube 200 ml
Durex£6.574.5★
Pure World 100ml Sensual Massage Oil. Indulge Your Senses with Sensual Luxurious Massage Oil. with Jasmine Oil Rose Oil and Sandalwood Oil Made in the UK
Pure World£6.904.5★
What buyers say about sex oil
What buyers praise and complain about, mined from review topics.What buyers love
“Lovely smelling massage oil”
“Amazing Quality”
“Silky Smooth”
“The best lube I have used so far”
“Does the job”
“has provided a great deal of pleasure”
“good value”
“Nice flavours”
“its reliable and easy to use”
“however this one is lasting well”
What buyers complain about
“Leaves weird smell for prolonged time”
“Gets very sticky”
“it appears definitely was leakage from one of them maybe was during the transportation process”
“irritating”
“will not dry out or Evapor8”
“Jesus its only a bloody lubricant less then a tenner not gold bars”
“It isn't warming either”
“awful taste”
“i don't think its worth the price for such a small tube”
“Absurd age-check requirement”
Top return reasons
Common questions
- Is sex oil profitable to sell on Amazon United Kingdom?
- The niche generates £55K/yr across 25 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -33.1%. Flapen's verdict: Skip it (46/100).
- How competitive is the sex oil niche?
- 18 brands and 76 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 69% of demand.
- What do buyers complain about in sex oil?
- Top complaints mined from reviews: Smell, Adhesion/Stickiness, Leak-Proof. The return rate is 0.2%.
- What does it cost to enter the sex oil niche?
- Listings span £4.94–£19.96; the average listing price is £8.06 (sweet spot $15–$100). The average incumbent carries 7,913 reviews — the moat a new listing must climb.