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Shaving

Fail

The top 5 brands take 100% of clicks, so Shaving is a Fail.

Flapen Score
40
40 / 100
Ranks 1,670 of 2,035 Health & Personal Care niches · −8 vs the category median of 48
Market size
£142K/yr224K searches / yr
90-day growth
-4.8%search demand this quarter
Competition
81%top-5 click share · 3 brands · 41 sellers

Flapen Score

Shaving against its category

The dotted line is the Health & Personal Care average. Past it, Shaving is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Shaving market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Shaving 224K times last year and spent an estimated £142K. All 3 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 40 out of 100, a Fail.

01 · Demand

3.7% of searches ended in a purchase last week.

Shoppers searched for this 224K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.7% of those searches ended in a purchase. Searches in the last 90 days moved -4.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £142K a year.

Searches, last 12 months
224K
Growth, 90 days vs prior 90
-4.8%
Conversion, latest week
3.7%
Market size, estimated
£142Ka year
Peak month
December1.5× the quietest month
Top search term
shaving83K searches a year

02 · Price

A sale here is worth £17.23.

Listings sell for £17.23 on average, from £4.69 to £31.55. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 750 to 1,000 of them. At £17.23 that is £13K to £17K a year per listing.

Average price
£17.23inside the $15 to $100 sweet spot
Price range
£4.69–£31.55
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
750–1,000
Revenue per listing a year
£13K–£17K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

30% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 11.1% of listings are out of stock. The average listing ranks #134 within Shaving & Hair Removal. It carries 3,545 reviews at 4.32 stars, so a new listing needs social proof before a better product.

Sponsored listings
30%
Prime listings
80%
Out of stock, average day
11.1%
Average rank
#134in Shaving & Hair Removal
Average rating
4.32 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,545per listing
Listings tracked
10

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 45 months on average, so the names here are settling in.

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

Products

Top Shaving 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 81% of clicks. A locked shelf that new listings rarely crack.

£0£14K£28K£43K£57K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 flat

Sellers

41

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

81%

Top 20: 100%

Open market

0%

  • Gillette91%
  • ABinCHAOBang7%
  • PHILIPS2%

Demand

Shaving search demand

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

8K6KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 1.5×

Search terms

Top Shaving search terms shoppers use

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

  • shaving83K/yr
  • gillette skinguard sensitive blades36K/yr
  • gillette sensitive blades33K/yr
  • gillette skinguard18K/yr
  • shave16K/yr
  • gillette skinguard sensitive razor12K/yr
  • mens shaving12K/yr
  • gillette skinguard sensitive5K/yr
  • gillette sensitive6K/yr
  • gillette fusion 5 blades skinguard3K/yr

Reviews and returns

What reviews say buyers love and hate about Shaving

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall12%−0.02

Cheap

Shocked at reduced quality

Poor quality

Value For Money10%+0.67

Waste of money

Not worth the money

Expensive

Charging8%−0.06

Faulty not charging

no longer charges

Failure to charger

Advertised Vs Actual Product7%−0.04

Wrong description

Misleading

Very misleading description

Allergies7%−0.01

my skin always reacted badly

gave me a rash

AWFUL for sensitive skin

Love

Cutting/Trimming19%+1.25

Clean shave

Easy shave

Excellent shave

Quality-Overall17%−0.02

Good quality

Quality blades

Good Quality Blades

Value For Money16%+0.67

Good price

Great value

Excellent Value for Money

Ease Of Use9%+1.03

Easy to use once u get the hang of it

Easy to use

Love this very easy to use smooth

Soft Feel6%

SMOOTH

its so gentle

Skin is super smooth

Return

0.7% Return rate 21% Fixable by listing

Functionality-Overall18%▄█▆█▇▇

Does the job bit not as good as its reviews

Worked well until needed to charge and wouldnt work

It's not 100% doing It's job

Charging16%█▆▄▄▄▄

Faulty not charging

no longer charges

Failure to charger

Advertised Vs Actual Product9%▂▃█▄▃▃

Wrong description

Misleading

Very misleading description

Quality-Overall9%▄█▇▇█▇

Cheap

Shocked at reduced quality

Poor quality

Product Condition9%█▁▇▃▇▆

FAQ

Common Shaving questions

Answered from the same tracked data.