Is shaving foam profitable to sell on Amazon United Kingdom?

The niche generates £306K/yr across 19 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.4%. Flapen's verdict: Skip it (48/100).

How competitive is the shaving foam niche?

11 brands and 83 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in shaving foam?

Top complaints mined from reviews: Lather, Leak-Proof, Quality-Overall. The return rate is 0.1%.

When does demand for shaving foam peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the shaving foam niche?

Listings span £1.10–£13.37; the average listing price is £4.85 (sweet spot $15–$100). The average incumbent carries 1,683 reviews — the moat a new listing must climb.

shaving foam

Skip it

Prices mostly outside the sweet spot ($1.10–$13.37) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great10.8%

search→purchase rate — share of searches ending in a sale

Market size

Good£306K

£306K/yr · 585K searches

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,683.21

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+9.4%

90-day search growth — must beat 0% to launch

Brand share

Okay83%

top-5 brand share — brands hold most of the demand

Competition

Okay68%

top-5 click share — leaders hold, buyers still browse

Avg price

Bad£4.85

avg listing price — sweet spot $15–$100

Price range

Bad£1.10–£13.37

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, shaving foam is a £306K/yr Amazon United Kingdom market (585K searches/yr). The top 5 brands hold 83% of demand. Verdict: Skip it — 48/100.

Data updated Jul 25, 2026 · scored weekly · How we score niches

shaving foam market data

Units sold / yr: 60K–80K; avg 3,000–4,000/product
Revenue / yr: £291K–£388K; units × avg price
Conversion rate: 10.8%
Avg BSR: #52
Page quality: 0%
Prime: 89%
Sponsored: 37%
Out of stock: 12.4%
Avg brand age: 73 months
Avg seller age: 155 days

Competition & brand share

The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 rising

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

68%

Top 20: 100%

Open market

12%

NIVEA MEN28%
Wilkinson Sword21%
Gillette20%
Epished9%
Proraso6%
Bulldog Skincare for Men5%
Open — no brand owns it (5 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +9.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top shaving foam search terms

shaving foam418K/yr +8.2%8.1% conv.
shaving foam for men43K/yr +8.8%9.9% conv.
gillette shaving foam27K/yr +16.8%5.9% conv.
shave foam15K/yr +12.6%6.6% conv.
mens shaving foam15K/yr +22.1%6.4% conv.
shaving foam sensitive skin11K/yr +20.6%5.1% conv.
gillette shaving foam for men8K/yr +28.0%7.2% conv.
shaving foam for slime7K/yr -13.5%5.0% conv.
shaving foam gillette6K/yr +42.4%5.6% conv.
sensitive shaving foam6K/yr +16.8%6.2% conv.

All search terms

Top shaving foam 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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

Wilkinson Sword Sensitive Shave Foam Great Addition to Wash Bags for Mens Grooming Shaving Foam for Men Sensitive Skin 200ml

Wilkinson Sword£1.974.2★263 rev

2 x 200ml Gillette Mens Shaving Foam Mousse Sensitive Skin Smooth Face & Body Shave with Soft Aftershave Feel | Gentle Moisturising Shaving Cream for Clean Comfortable & Irritation-Free Grooming

Epished£5.994.5★31 rev

Gillette Classic Sensitive Skin Mens Shaving Foam 200 ml Pack of 6

Gillette£12.184.6★186 rev

Bulldog Sensitive Shave Gel 175ml 1 pack

Bulldog Skincare for Men£2.354.4★2,099 rev

Newest

by launch date

Gillette Classic Sensitive Skin Shaving Foam 250ml

Gillette£2.041 rev

2mo ago

2 x 200ml Gillette Mens Shaving Foam Mousse Sensitive Skin Smooth Face & Body Shave with Soft Aftershave Feel | Gentle Moisturising Shaving Cream for Clean Comfortable & Irritation-Free Grooming

Epished£5.9931 rev

9mo ago

Wilkinson Sword Sensitive Shave Foam Great Addition to Wash Bags for Mens Grooming Shaving Foam for Men Sensitive Skin 200ml

Wilkinson Sword£1.97263 rev

1y ago

Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3

Harry's£10.41266 rev

1y ago

Tusk Mens Shave Foam 250ml

Tusk£1.106 rev

2y ago

What buyers say about shaving foam

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall26%

“Good quality and smooth”

Value For Money24%

“Great & reasonable price”

Smell10%

“Love the smell”

Soft Feel9%

“It's very smooth and gives a good,clean shave”

Cutting/Trimming8%

“Smooth shave”

Advertised Vs Actual Product3%

“did what it said”

Lather2%

“Nice shaving foam”

Durability2%

“Last better than the famous brand”

Foam2%

“Good quality foam”

Sensitivity-Overall2%

“Good for sensitive skin”

What buyers complain about

Lather14%

“Doesn't lather”

Leak-Proof10%

“Seems like other customers have also had the same experience with the bottle leaking during delivery”

Quality-Overall10%

“Terrible on every level”

Size-Overall8%

“the product is small than advertised”

Moist/Dry6%

“does the opposite of moisturising”

Value For Money6%

“Cheap for a reason”

Allergies6%

“Very drying and made my skin itchy, with many red spots”

Smell4%

“Worst shaving cream ever basically just scented soap”

Dilute/Watery4%

“more like a watery cream which doesn't do the job”

Itch Relief4%

“Made my pits itch”

Top return reasons

Leak-Proof48%

Size-Overall17%

Dilute/Watery12%

Functionality-Overall5%

Advertised Vs Actual Product5%

Dispensing Mechanism5%

Contamination5%

Quality-Overall2%

Product Condition2%

Common questions

Is shaving foam profitable to sell on Amazon United Kingdom?: The niche generates £306K/yr across 19 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.4%. Flapen's verdict: Skip it (48/100).
How competitive is the shaving foam niche?: 11 brands and 83 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in shaving foam?: Top complaints mined from reviews: Lather, Leak-Proof, Quality-Overall. The return rate is 0.1%.
When does demand for shaving foam peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the shaving foam niche?: Listings span £1.10–£13.37; the average listing price is £4.85 (sweet spot $15–$100). The average incumbent carries 1,683 reviews — the moat a new listing must climb.