---
title: "Shaving Cream — £331K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/shaving-cream"
last_updated: "2026-07-31T16:23:38.256Z"
locale: en
meta:
description: "Niche score 49/100 · £331K/yr market · 466K searches/yr · £9.73 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £331K/yr market · 466K searches/yr · £9.73 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Shaving Cream — £331K/yr Amazon UK Niche (2026) - Flapen"
---
# **shaving cream**
**Skip it**
A deep review moat (4,914 avg reviews) — this niche doesn't clear our bar today.
Market size 52Growth 33Conversion 76Competition 52Returns 99Price range 32Avg price 31Brand share 38Review moat 25Quality gap 27
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.3%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£331K**
£331K/yr · 466K searches
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****82%**
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–£21.26**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£9.73**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****4,914.03**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '24Holiday '24Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/shaving-cream/trend)
## **Top shaving cream search terms**
- **shaving cream**247K/yr+8.3%4.7% conv. - **shaving cream for men**55K/yr-6.7%6.3% conv. - **harrys shaving gel**33K/yr+4.5%15.7% conv. - **shave cream**23K/yr+14.6%3.5% conv. - **taylors of old bond street**24K/yr+19.5%5.8% conv. - **taylor of old bond street**19K/yr-16.6%3.1% conv. - **mens shaving cream**15K/yr+9.8%5.1% conv. - **taylor of old bond street shaving cream**12K/yr+41.0%9.4% conv. - **shave cream men**8K/yr+15.4%5.6% conv. - **harrys shaving cream**6K/yr-0.1%6.4% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/shaving-cream/search-terms)
## **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.
0%5%£17K10%£33K15%£50K20%£66K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g**Taylor of Old Bond Street**£11.97**4.7★31,197 rev](https://www.amazon.co.uk/dp/B0007MW2ZW) [2**Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3**Harry's**£10.41**4.7★266 rev](https://www.amazon.co.uk/dp/B0DLGR5T1N) [3**Proraso Shaving Cream Tube 150ml Intensely Nourishing and Moisturising Shaving Cream for Men with Sandalwood Oil and Shea Butter Made in Italy Red**Proraso**£5.78**4.6★5,317 rev](https://www.amazon.co.uk/dp/B0084GVSWG) [4**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**£5.98**4.4★2,755 rev](https://www.amazon.co.uk/dp/B09P21V9RN) [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**£1.89**4.7★1,357 rev](https://www.amazon.co.uk/dp/B001RYOQ2G)
**~~View all top sellers →~~**
### **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**£11.76**2,453 rev1y ago](https://www.amazon.co.uk/dp/B0F3DN5PT3) [**Taylor of Old Bond Street Sandalwood Shaving Cream Bowl 150g 2-Pack**Taylor of Old Bond Street**£21.26**177 rev1y ago](https://www.amazon.co.uk/dp/B0DSVBFN8R) [**Shaving Cream - 250g - Shaving Cream for men - Rich Lather for a Protective Smooth & Moisturizing Shave Experience - Sandalwood Scent- Mens Gift Set**LEPONIX**£7.87**395 rev1y ago](https://www.amazon.co.uk/dp/B0DRVDJKSN) [**Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3**Harry's**£10.41**266 rev1y ago](https://www.amazon.co.uk/dp/B0DLGR5T1N) [**4 Pack - Palmolive Mens Shaving Cream Classic 100ml With Palm Extract - Total 400ml Shave cream- With Treseida Thank You Card (Bundle)**--**£9.09**308 rev2y ago](https://www.amazon.co.uk/dp/B0CZVRFCY9)
**~~View all new products →~~**
### **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**Proraso**£5.78**4.6★**▲ 120%**](https://www.amazon.co.uk/dp/B0084GVSWG) [**Proraso Shaving Foam 300ml Sensitive Shaving Foam Protects Skin and Prevents Irritation with Oat and Green Tea Extracts Made in Italy White**Proraso**£5.83**4.5★**▲ 118%**](https://www.amazon.co.uk/dp/B008654MB4) [**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**£1.89**4.7★**▲ 103%**](https://www.amazon.co.uk/dp/B001RYOQ2G) [**CREMO - Cooling Concentrated Shave Cream For Men - Fights Razor Burns - 177ml**Cremo**£7.31**4.5★**▲ 75%**](https://www.amazon.co.uk/dp/B0B6F1JF4D) [**Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3**Harry's**£10.41**4.7★**▲ 42%**](https://www.amazon.co.uk/dp/B0DLGR5T1N)
**~~View all trending →~~**
## **What buyers say about shaving cream**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**21%
*“Excellent Product”*
**Smell**15%
*“has no strange smell”*
**Value For Money**13%
*“it is really worth it”*
**Soft Feel**10%
*“leaves skin soft”*
**Lather**7%
*“It generates good lather”*
**Cutting/Trimming**6%
*“Smooth shave”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Durability**3%
*“Great Razor Blades,really durable”*
**Efficiency**2%
*“Its very effective”*
**Suitability Dry Skin**1%
*“Its gentle on skin”*
### **What buyers complain about **
**Smell**11%
*“Synthetic aroma”*
**Lather**11%
*“nothing like the proper lather im used to”*
**Quality-Overall**9%
*“Poor quality”*
**Moist/Dry**7%
*“Far too drying”*
**Thickness**4%
*“can be a bit thick if used with foil electric razors”*
**Allergies**4%
*“error that it was shaving cream that was flaring up the dermatitis on my hands”*
**Value For Money**4%
*“severely overpriced”*
**Texture/Consistency-Overall**4%
*“The texture of the cream almost felt plastic”*
**Leak-Proof**4%
*“Seems like other customers have also had the same experience with the bottle leaking during delivery”*
**Cutting/Trimming**3%
*“When you turn the blade around to say trim your upper mostash Harry blade is terrible”*
### **Top return reasons **
**Leak-Proof**31%
**Size-Overall**11%
**Dispensing Mechanism**10%
**Advertised Vs Actual Product**7%
**Dilute/Watery**6%
**Quality-Overall**5%
**Product Condition**5%
**Sensitivity-Overall**4%
**Contamination**2%
**Smell**2%
## **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.
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