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Shaving Cream

Fail

The average product has 4,914 reviews to catch up to, so Shaving Cream is a Fail.

Flapen Score
49
49 / 100
Top 45% of 2,035 Health & Personal Care niches · +1 vs the category median of 48
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.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 54% of clicks. Leaders hold, but buyers still shop past them.

£0£17K£33K£50K£66K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

10K6KSpike '24Holiday '24Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

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

Smell11%+0.17

Synthetic aroma

Does not smell nice

has a weird smell

Lather11%−0.04

nothing like the proper lather im used to

Doesn't lather

bad lather

Quality-Overall9%+1.02

Poor quality

They are garbage

not as good as competition

Moist/Dry7%−0.05

Far too drying

Dried up

leaving me with dry

Thickness4%

can be a bit thick if used with foil electric razors

Its thick

even then it is a very thin foam

Love

Quality-Overall21%+1.02

Excellent Product

Good quality and smooth

Good Quality, Lasts a Long Time

Smell15%+0.17

has no strange smell

Love the smell

No overbearing fragrance with this stuff either

Value For Money13%+0.78

it is really worth it

Cost effective

Excellent value

Soft Feel10%

leaves skin soft

too soft

Smooth shave

Lather7%−0.04

It generates good lather

Good lather

Lovely soothing lather

Return

0.1% Return rate 21% Fixable by listing

Leak-Proof31%▆▇▆▅▆█

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

Size-Overall11%▅█▇▁▃▃
Dispensing Mechanism10%▂▅▁▁█▁
Advertised Vs Actual Product7%▁▄▃█▁▁
Dilute/Watery6%█▁▁▁▁▁

FAQ

Common Shaving Cream questions

Answered from the same tracked data.