Skip to content

Shaving Foam

Fail

Prices span $1.10–$13.37, mostly outside the sweet spot, so Shaving Foam is a Fail.

Flapen Score
48
48 / 100
Ranks 987 of 2,035 Health & Personal Care niches · on the category median
Market size
£306K/yr585K searches / yr
90-day growth
+9.4%search demand this quarter
Competition
68%top-5 click share · 11 brands · 83 sellers

Flapen Score

Shaving Foam against its category

The dotted line is the Health & Personal Care average. Past it, Shaving Foam is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Shaving Foam market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Shaving Foam 585K times last year and spent an estimated £306K. The top 5 brands take 83% of clicks. Flapen scores it 48 out of 100, a Fail.

01 · Demand

10.8% of searches ended in a purchase last week.

Shoppers searched for this 585K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.8% of those searches ended in a purchase. Searches in the last 90 days moved +9.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £306K a year.

Searches, last 12 months
585K
Growth, 90 days vs prior 90
+9.4%
Conversion, latest week
10.8%
Market size, estimated
£306Ka year
Peak month
July1.3× the quietest month
Top search term
shaving foam418K searches a year

02 · Price

A sale here is worth £4.85.

Listings sell for £4.85 on average, from £1.10 to £13.37. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 3,000 to 4,000 of them. At £4.85 that is £15K to £19K a year per listing.

Average price
£4.85under the $15 to $100 sweet spot
Price range
£1.10–£13.37
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
3,000–4,000
Revenue per listing a year
£15K–£19K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

37% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 12.4% of listings are out of stock. The average listing ranks #52 within Shaving & Hair Removal. It carries 1,683 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
37%
Prime listings
89%
Out of stock, average day
12.4%
Average rank
#52in Shaving & Hair Removal
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,683per listing
Listings tracked
19

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 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 73 months on average, so the names here are established.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
73 months

Products

Top Shaving Foam 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 68% of clicks. Leaders hold, but buyers still shop past them.

£0£31K£61K£92K£122K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 rising

Sellers

83

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

Shaving Foam search demand

Weekly searches over the year, seasonality beneath. Pick a range.

15K10KPrime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Shaving Foam search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • shaving foam418K/yr
  • shaving foam for men43K/yr
  • gillette shaving foam27K/yr
  • shave foam15K/yr
  • mens shaving foam15K/yr
  • shaving foam sensitive skin11K/yr
  • gillette shaving foam for men8K/yr
  • shaving foam for slime7K/yr
  • shaving foam gillette6K/yr
  • sensitive shaving foam6K/yr

Reviews and returns

What reviews say buyers love and hate about Shaving Foam

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Lather14%−0.07

Doesn't lather

bad lather

There's no lather or any indication of where the stuff is on your face, so you can't quickly see exactly what's been shaved and what's not

Leak-Proof10%

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

There must be some sort of gas leakage

Quality-Overall10%+0.70

Terrible on every level

Not very good

It was ok wasn't the best

Size-Overall8%−0.03

the product is small than advertised

Too large for toiletry bag so back to Gillette small gel

Moist/Dry6%−0.03

does the opposite of moisturising

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

Love

Quality-Overall26%+0.70

Good quality and smooth

Good Quality, Lasts a Long Time

Excellent product

Value For Money24%+1.71

Great & reasonable price

Good price

Excellent value

Smell10%+0.14

Love the smell

leave nice fragrance

Nice and soothing smells lovely

Soft Feel9%

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

Smooth

Excellent so smooth

Cutting/Trimming8%+0.53

Smooth shave

Good clean shave

Good shave

Return

0.1% Return rate 21% Fixable by listing

Leak-Proof48%▃▅▄▃▄█

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

There must be some sort of gas leakage

Size-Overall17%▄▄▇█▄▁

the product is small than advertised

Too large for toiletry bag so back to Gillette small gel

Dilute/Watery12%█▁▁▁▁▁

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

Functionality-Overall5%▁██▁▁▁
Advertised Vs Actual Product5%▁▄▁█▁▁

FAQ

Common Shaving Foam questions

Answered from the same tracked data.