shaving cream
Skip itA deep review moat (4,914 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great7.3%search→purchase rate — share of searches ending in a sale
Market size
Good£331K£331K/yr · 466K searches
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Growth
Okay+6.4%90-day search growth — must beat 0% to launch
Price range
Okay£1.89–£21.26cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£9.73avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad4,914.03avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, shaving cream is a £331K/yr Amazon United Kingdom market (466K searches/yr). The top 5 brands hold 82% of demand. Verdict: Skip it — 49/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
shaving cream market data
- Units sold / yr
- 30K–40K
- avg 1,000–1,250/product
- Revenue / yr
- £292K–£389K
- units × avg price
- Conversion rate
- 7.3%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 87%
- Sponsored
- 55%
- Out of stock
- 1.1%
- Avg brand age
- 77 months
- Avg seller age
- 159 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond 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 & seasonality
Weekly Amazon search volume, last 104 weeks — +6.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top shaving cream search terms
- 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
Top shaving cream 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
Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g
Taylor of Old Bond Street£11.974.7★31,197 rev
Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
Harry's£10.414.7★266 rev
Proraso Shaving Cream Tube 150ml Intensely Nourishing and Moisturising Shaving Cream for Men with Sandalwood Oil and Shea Butter Made in Italy Red
Proraso£5.784.6★5,317 rev
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
NIVEA MEN£5.984.4★2,755 rev
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
NIVEA MEN£1.894.7★1,357 rev
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
Harry's£11.762,453 rev
Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g 2-Pack
Taylor of Old Bond Street£21.26177 rev
Shaving Cream - 250g - Shaving Cream for men - Rich Lather for a Protective Smooth & Moisturizing Shave Experience - Sandalwood Scent- Mens Gift Set
LEPONIX£7.87395 rev
Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
Harry's£10.41266 rev
4 Pack - Palmolive Mens Shaving Cream Classic 100ml With Palm Extract - Total 400ml Shave cream- With Treseida Thank You Card (Bundle)
--£9.09308 rev
Trending
90-day click momentumProraso Shaving Cream Tube 150ml Intensely Nourishing and Moisturising Shaving Cream for Men with Sandalwood Oil and Shea Butter Made in Italy Red
Proraso£5.784.6★
Proraso Shaving Foam 300ml Sensitive Shaving Foam Protects Skin and Prevents Irritation with Oat and Green Tea Extracts Made in Italy White
Proraso£5.834.5★
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
NIVEA MEN£1.894.7★
CREMO - Cooling Concentrated Shave Cream For Men - Fights Razor Burns - 177ml
Cremo£7.314.5★
Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
Harry's£10.414.7★
What buyers say about shaving cream
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“has no strange smell”
“it is really worth it”
“leaves skin soft”
“It generates good lather”
“Smooth shave”
“As advertised”
“Great Razor Blades,really durable”
“Its very effective”
“Its gentle on skin”
What buyers complain about
“Synthetic aroma”
“nothing like the proper lather im used to”
“Poor quality”
“Far too drying”
“can be a bit thick if used with foil electric razors”
“error that it was shaving cream that was flaring up the dermatitis on my hands”
“severely overpriced”
“The texture of the cream almost felt plastic”
“Seems like other customers have also had the same experience with the bottle leaking during delivery”
“When you turn the blade around to say trim your upper mostash Harry blade is terrible”
Top return reasons
Common questions
- Is shaving cream profitable to sell on Amazon United Kingdom?
- The niche generates £331K/yr across 31 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +6.4%. Flapen's verdict: Skip it (49/100).
- How competitive is the shaving cream niche?
- 13 brands and 107 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in shaving cream?
- Top complaints mined from reviews: Smell, Lather, Quality-Overall. The return rate is 0.1%.
- When does demand for shaving cream peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the shaving cream niche?
- Listings span £1.89–£21.26; the average listing price is £9.73 (sweet spot $15–$100). The average incumbent carries 4,914 reviews — the moat a new listing must climb.