shaving gel
Skip itPrices mostly outside the sweet spot ($1.79–$12.22) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.4%search→purchase rate — share of searches ending in a sale
Market size
Good£462K£462K/yr · 624K searches
Growth
Okay+11.2%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Okay3,267.77avg incumbent reviews — the moat a new listing must climb
Brand share
Bad90%top-5 brand share — brand-locked demand
Competition
Bad75%top-5 click share — a locked-up shelf
Avg price
Bad£5.96avg listing price — sweet spot $15–$100
Price range
Bad£1.79–£12.22cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, shaving gel is a £462K/yr Amazon United Kingdom market (624K searches/yr). The top 5 brands hold 90% of demand. Verdict: Skip it — 45/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
shaving gel market data
- Units sold / yr
- 80K–100K
- avg 5,000–6,000/product
- Revenue / yr
- £477K–£596K
- units × avg price
- Conversion rate
- 12.4%
- Avg BSR
- #54
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 54%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 flat
Sellers
87
Top-5 brand share
90%
Top 20: 97%
Top-5 click share
75%
Top 20: 100%
Open market
5%
- NIVEA MEN43%
- Bulldog Skincare for Men19%
- Gillette13%
- Procter & Gamble8%
- G Gabri8%
- Harry's5%
- Open — no brand owns it (1 brand, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +11.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top shaving gel search terms
- shaving gel354K/yr
- shave gel60K/yr
- shaving gel for men71K/yr
- nivea shaving gel31K/yr
- mens shaving gel28K/yr
- shave gel for men21K/yr
- sensitive shaving gel14K/yr
- shaving gel sensitive skin11K/yr
- nivea sensitive shaving gel8K/yr
- nivea shave gel4K/yr
Top shaving gel 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 13 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
Bulldog Sensitive Shave Gel 175ml 1 pack
Bulldog Skincare for Men£2.354.4★2,099 rev
Gillette Fusion Shave Gel for Men with Almond Oil for Sensitive Skin 5X Action: Cleanses Hydrates Protects Refreshes and Soothes 6x200ml
Gillette£11.314.8★1,071 rev
NIVEA FOR MEN Sensitive Shaving Gel 7 oz (Pack of 3)
NIVEA MEN£8.584.6★22,967 rev
Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
Harry's£10.414.7★266 rev
Newest
by launch dateHarrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
Harry's£10.41266 rev
2 x 200ml Men Shaving Gel Aloe Vera Sensitive Skin Face Fresh Scent
--£6.00395 rev
Gabri Shaving Gel 1000ml Transparent No Foam Ultra Sensitive Shaving Gel for Men Moisturizing Soothes Protects Clean Skin Professional Barbers & Traditional Shaving (Blue Ice)
G Gabri£8.36390 rev
Gabri Shaving Gel 1000ml Transparent No Foam Moisturizing Ultra Sensitive Shaving Gel for Men Soothes Protects Clean Skin Professional Barbers & Traditional Shaving (Gold Touch)
G Gabri£8.29390 rev
Gillette Fusion Shave Gel for Men with Almond Oil for Sensitive Skin 5X Action: Cleanses Hydrates Protects Refreshes and Soothes 6x200ml
Gillette£11.311,071 rev
Trending
90-day click momentum
Gillette Series Sensitive Shaving Gel For Men 200ml
Gillette£2.014.3★
Gabri Shaving Gel 1000ml Transparent No Foam Ultra Sensitive Shaving Gel for Men Moisturizing Soothes Protects Clean Skin Professional Barbers & Traditional Shaving (Blue Ice)
G Gabri£8.364.2★
Gillette Satin Care Shaving Gel Sensitive 200ml
Procter & Gamble£2.234.7★
Harrys Shave Gel Formulated with an Aloe Enriched Formula 200ml Pack of 3
Harry's£10.414.7★
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★
What buyers say about shaving gel
What buyers praise and complain about, mined from review topics.What buyers love
“Cost effective”
“Good quality and smooth”
“It's very smooth and gives a good,clean shave”
“Love the smell”
“Smooth shave”
“does the job”
“Easy to use”
“Easy and comfortable to use”
“Works well and lathers easy”
“Last better than the famous brand”
What buyers complain about
“Doesn't lather”
“Seems like other customers have also had the same experience with the bottle leaking during delivery”
“Worst shaving cream ever basically just scented soap”
“The dispenser on 3 of the 4 units I've used don't work so you can only get small amounts of shaving gel out”
“does the opposite of moisturising”
“Its quite an expensive product”
“Terrible on every level”
“Also not very good for sensitive skin”
“none actually performed as advertised”
“more like a watery cream which doesn't do the job”
Top return reasons
Common questions
- Is shaving gel profitable to sell on Amazon United Kingdom?
- The niche generates £462K/yr across 13 tracked products. 90-day search growth is +11.2%. Flapen's verdict: Skip it (45/100).
- How competitive is the shaving gel niche?
- 7 brands and 87 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in shaving gel?
- Top complaints mined from reviews: Lather, Leak-Proof, Smell. The return rate is 0.1%.
- When does demand for shaving gel peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the shaving gel niche?
- Listings span £1.79–£12.22; the average listing price is £5.96 (sweet spot $15–$100). The average incumbent carries 3,268 reviews — the moat a new listing must climb.