---
title: "Shaving Foam — £306K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/shaving-foam"
last_updated: "2026-07-31T13:10:35.450Z"
locale: en
meta:
description: "Niche score 48/100 · £306K/yr market · 585K searches/yr · £4.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £306K/yr market · 585K searches/yr · £4.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Shaving Foam — £306K/yr Amazon UK Niche (2026) - Flapen"
---
# **shaving foam**
**Skip it**
Prices mostly outside the sweet spot ($1.10–$13.37) — this niche doesn't clear our bar today.
Market size 51Growth 37Conversion 90Competition 29Returns 100Price range 0Avg price 13Brand share 37Review moat 48Quality gap 50
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£306K**
£306K/yr · 585K searches
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****1,683.21**
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**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****68%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — +9.4% search growth over the last 90 days.
15K10KPrime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/shaving-foam/trend)
## **Top shaving foam search terms**
- **shaving foam**418K/yr+8.2%8.1% conv. - **shaving foam for men**43K/yr+8.8%9.9% conv. - **gillette shaving foam**27K/yr+16.8%5.9% conv. - **shave foam**15K/yr+12.6%6.6% conv. - **mens shaving foam**15K/yr+22.1%6.4% conv. - **shaving foam sensitive skin**11K/yr+20.6%5.1% conv. - **gillette shaving foam for men**8K/yr+28.0%7.2% conv. - **shaving foam for slime**7K/yr-13.5%5.0% conv. - **shaving foam gillette**6K/yr+42.4%5.6% conv. - **sensitive shaving foam**6K/yr+16.8%6.2% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/shaving-foam/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.
0%10%£31K20%£61K30%£92K40%£122K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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) [2**Wilkinson Sword Sensitive Shave Foam Great Addition to Wash Bags for Mens Grooming Shaving Foam for Men Sensitive Skin 200ml**Wilkinson Sword**£1.97**4.2★263 rev](https://www.amazon.co.uk/dp/B0DQTZGJ69) [3**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**£5.99**4.5★31 rev](https://www.amazon.co.uk/dp/B0FVYTJSQ7) [4**Gillette Classic Sensitive Skin Mens Shaving Foam 200 ml Pack of 6**Gillette**£12.18**4.6★186 rev](https://www.amazon.co.uk/dp/B06XYGS8NW) [5**Bulldog Sensitive Shave Gel 175ml 1 pack**Bulldog Skincare for Men**£2.35**4.4★2,099 rev](https://www.amazon.co.uk/dp/B01LYCKFOK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Gillette Classic Sensitive Skin Shaving Foam 250ml**Gillette**£2.04**1 rev2mo ago](https://www.amazon.co.uk/dp/B0GYP4LGCN) [**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**£5.99**31 rev9mo ago](https://www.amazon.co.uk/dp/B0FVYTJSQ7) [**Wilkinson Sword Sensitive Shave Foam Great Addition to Wash Bags for Mens Grooming Shaving Foam for Men Sensitive Skin 200ml**Wilkinson Sword**£1.97**263 rev1y ago](https://www.amazon.co.uk/dp/B0DQTZGJ69) [**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) [**Tusk Mens Shave Foam 250ml**Tusk**£1.10**6 rev2y ago](https://www.amazon.co.uk/dp/B0DFWTXVDP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Gillette Classic Sensitive Skin Shaving Foam 250ml**Gillette**£2.04**3.0★**▲ 243%**](https://www.amazon.co.uk/dp/B0GYP4LGCN) [**Arko Men Sensitive Shaving Foam 200ml Aloe Vera Enriched Smooth & Comfortable Shave for Sensitive Skin**Arko**£1.76**4.4★**▲ 212%**](https://www.amazon.co.uk/dp/B00629VZSE) [**Gillette Series Sensitive Shaving Gel For Men 200ml**Gillette**£2.01**4.3★**▲ 133%**](https://www.amazon.co.uk/dp/B001RYNOWO) [**Wilkinson Sword Sensitive Shave Foam Great Addition to Wash Bags for Mens Grooming Shaving Foam for Men Sensitive Skin 200ml**Wilkinson Sword**£1.97**4.2★**▲ 51%**](https://www.amazon.co.uk/dp/B0DQTZGJ69) [**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**£5.99**4.5★**▲ 45%**](https://www.amazon.co.uk/dp/B0FVYTJSQ7)
**~~View all trending →~~**
## **What buyers say about shaving foam**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**26%
*“Good quality and smooth”*
**Value For Money**24%
*“Great & reasonable price”*
**Smell**10%
*“Love the smell”*
**Soft Feel**9%
*“It's very smooth and gives a good,clean shave”*
**Cutting/Trimming**8%
*“Smooth shave”*
**Advertised Vs Actual Product**3%
*“did what it said”*
**Lather**2%
*“Nice shaving foam”*
**Durability**2%
*“Last better than the famous brand”*
**Foam**2%
*“Good quality foam”*
**Sensitivity-Overall**2%
*“Good for sensitive skin”*
### **What buyers complain about **
**Lather**14%
*“Doesn't lather”*
**Leak-Proof**10%
*“Seems like other customers have also had the same experience with the bottle leaking during delivery”*
**Quality-Overall**10%
*“Terrible on every level”*
**Size-Overall**8%
*“the product is small than advertised”*
**Moist/Dry**6%
*“does the opposite of moisturising”*
**Value For Money**6%
*“Cheap for a reason”*
**Allergies**6%
*“Very drying and made my skin itchy, with many red spots”*
**Smell**4%
*“Worst shaving cream ever basically just scented soap”*
**Dilute/Watery**4%
*“more like a watery cream which doesn't do the job”*
**Itch Relief**4%
*“Made my pits itch”*
### **Top return reasons **
**Leak-Proof**48%
**Size-Overall**17%
**Dilute/Watery**12%
**Functionality-Overall**5%
**Advertised Vs Actual Product**5%
**Dispensing Mechanism**5%
**Contamination**5%
**Quality-Overall**2%
**Product Condition**2%
## **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.
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