Shaving Cream
FailThe average product has 4,914 reviews to catch up to, so Shaving Cream is a Fail.
- Flapen Score
- 49 / 100Top 45% of 2,035 Health & Personal Care niches · +1 vs the category median of 4849
- Market size
- £331K/yr466K searches / yr
- 90-day growth
- +6.4%search demand this quarter
- Competition
- 54%top-5 click share · 13 brands · 107 sellers
Flapen Score
Shaving Cream against its category
The dotted line is the Health & Personal Care average. Past it, Shaving Cream is stronger. Inside it, weaker.
Market
The Shaving Cream market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Shaving Cream 466K times last year and spent an estimated £331K. The top 5 brands take 82% of clicks. Flapen scores it 49 out of 100, a Fail.
01 · Demand
7.3% of searches ended in a purchase last week.
Shoppers searched for this 466K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.3% of those searches ended in a purchase. Searches in the last 90 days moved +6.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £331K a year.
- Searches, last 12 months
- 466K
- Growth, 90 days vs prior 90
- +6.4%
- Conversion, latest week
- 7.3%
- Market size, estimated
- £331Ka year
- Peak month
- December1.4× the quietest month
- Top search term
- shaving cream247K searches a year
02 · Price
A sale here is worth £9.73.
Listings sell for £9.73 on average, from £1.89 to £21.26. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,000 to 1,250 of them. At £9.73 that is £10K to £12K a year per listing.
- Average price
- £9.73under the $15 to $100 sweet spot
- Price range
- £1.89–£21.26
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 1,000–1,250
- Revenue per listing a year
- £10K–£12K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
55% of listings pay for placement with sponsored ads. 87% ship with Prime. On an average day, 1.1% of listings are out of stock. The average listing ranks #15 within Shaving & Hair Removal. It carries 4,914 reviews at 4.59 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 55%
- Prime listings
- 87%
- Out of stock, average day
- 1.1%
- Average rank
- #15in Shaving & Hair Removal
- Average rating
- 4.59 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 4,914per listing
- Listings tracked
- 31
04 · Newcomers
Amazon counts 1 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 77 months on average, so the names here are established.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 77 months
Products
Top Shaving Cream products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g
- Price
- £11.97
- Rating
- 4.7/5
- Reviews
- 31,197
- Age
- 17y ago

Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
- Price
- £10.41
- Rating
- 4.7/5
- Reviews
- 266
- Age
- 1y ago

Proraso Shaving Cream Tube 150ml Intensely Nourishing and Moisturising Shaving Cream for Men with Sandalwood Oil and Shea Butter Made in Italy Red
- Price
- £5.78
- Rating
- 4.6/5
- Reviews
- 5,317
- Age
- 14y ago

NIVEA MEN Sensitive Pro Ultra Calming Liquid Shaving Cream (200 ml) Shaving Cream Enriched with Hemp Seed Oil and Vitamin E for Stress-Minimising Face Care
- Price
- £5.98
- Rating
- 4.4/5
- Reviews
- 2,755
- Age
- 4y ago

NIVEA MEN Protect & Care - Moisturising Men Shaving Gel - Beard Care - Enriched With Aloe Vera & Pro-Vitamin B5 - Smooth Glide & Close Shave - For Dry Skin - 200 ml
- Price
- £1.89
- Rating
- 4.7/5
- Reviews
- 1,357
- Age
- 15y ago
Trending
90-day click momentum
Proraso Shaving Cream Tube 150ml Intensely Nourishing and Moisturising Shaving Cream for Men with Sandalwood Oil and Shea Butter Made in Italy Red
- Price
- £5.78
- Rating
- 4.6/5
- Reviews
- 5,317
- Age
- 14y ago

Proraso Shaving Foam 300ml Sensitive Shaving Foam Protects Skin and Prevents Irritation with Oat and Green Tea Extracts Made in Italy White
- Price
- £5.83
- Rating
- 4.5/5
- Reviews
- 2,059
- Age
- 13y ago

NIVEA MEN Protect & Care - Moisturising Men Shaving Gel - Beard Care - Enriched With Aloe Vera & Pro-Vitamin B5 - Smooth Glide & Close Shave - For Dry Skin - 200 ml
- Price
- £1.89
- Rating
- 4.7/5
- Reviews
- 1,357
- Age
- 15y ago

CREMO - Cooling Concentrated Shave Cream For Men - Fights Razor Burns - 177ml
- Price
- £7.31
- Rating
- 4.5/5
- Reviews
- 216
- Age
- 4y ago

Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
- Price
- £10.41
- Rating
- 4.7/5
- Reviews
- 266
- Age
- 1y ago
Newest
by launch date
Harrys Original Razor Blades Refill and Foaming Shave Gel (6) Refillls with Precision Trimmer 5 Anti-Friction Shaving Blades 60ml Foaming Shave Gel Compatible with Harrys Original
- Price
- £11.76
- Rating
- 4.7/5
- Reviews
- 2,453
- Age
- 1y ago

Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g 2-Pack
- Price
- £21.26
- Rating
- 4.8/5
- Reviews
- 177
- Age
- 1y ago

Shaving Cream - 250g - Shaving Cream for men - Rich Lather for a Protective Smooth & Moisturizing Shave Experience - Sandalwood Scent- Mens Gift Set
- Price
- £7.87
- Rating
- 4.4/5
- Reviews
- 395
- Age
- 1y ago

Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
- Price
- £10.41
- Rating
- 4.7/5
- Reviews
- 266
- Age
- 1y ago

4 Pack - Palmolive Mens Shaving Cream Classic 100ml With Palm Extract - Total 400ml Shave cream- With Treseida Thank You Card (Bundle)
- Price
- £9.09
- Rating
- 4.7/5
- Reviews
- 308
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 54% of clicks. Leaders hold, but buyers still shop past them.
Brands
13 falling
Sellers
107
Top-5 brand share
82%
Top 20: 97%
Top-5 click share
54%
Top 20: 88%
Open market
14%
- Taylor of Old Bond Street29%
- Harry's19%
- Proraso17%
- NIVEA MEN13%
- LEPONIX5%
- VIKING REVOLUTION4%
- Open — no brand owns it (7 brands, 14%)
Demand
Shaving Cream search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.4×
Search terms
Top Shaving Cream search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- shaving cream247K/yr
- shaving cream for men55K/yr
- harrys shaving gel33K/yr
- shave cream23K/yr
- taylors of old bond street24K/yr
- taylor of old bond street19K/yr
- mens shaving cream15K/yr
- taylor of old bond street shaving cream12K/yr
- shave cream men8K/yr
- harrys shaving cream6K/yr
Reviews and returns
What reviews say buyers love and hate about Shaving Cream
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Synthetic aroma
Does not smell nice
has a weird smell
nothing like the proper lather im used to
Doesn't lather
bad lather
Poor quality
They are garbage
not as good as competition
Far too drying
Dried up
leaving me with dry
can be a bit thick if used with foil electric razors
Its thick
even then it is a very thin foam
Love
Excellent Product
Good quality and smooth
Good Quality, Lasts a Long Time
has no strange smell
Love the smell
No overbearing fragrance with this stuff either
it is really worth it
Cost effective
Excellent value
leaves skin soft
too soft
Smooth shave
It generates good lather
Good lather
Lovely soothing lather
Return
0.1% Return rate 21% Fixable by listing
Seems like other customers have also had the same experience with the bottle leaking during delivery
first delivery was half empty with gel all over the inside of the packaging
Keep looking
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Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Shaving Cream questions
Answered from the same tracked data.









