silicone lube
Skip itA deep review moat (25,499 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.7%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good£5.81–£25.04cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£11.53avg listing price — sweet spot $15–$100
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Market size
Okay£175K£175K/yr · 129K searches
Competition
Okay65%top-5 click share — leaders hold, buyers still browse
Growth
Bad-4.3%90-day search growth — must beat 0% to launch
Review moat
Bad25,499.21avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, silicone lube is a £175K/yr Amazon United Kingdom market (129K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Aug–Sep–Oct–Nov–Dec. Verdict: Skip it — 49/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
silicone lube market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- £144K–£173K
- units × avg price
- Conversion rate
- 11.7%
- Avg BSR
- #0
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 0.4%
- Avg brand age
- 89 months
- Avg seller age
- 171 days
Competition & brand share
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
65
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
65%
Top 20: 100%
Open market
14%
- Durex22%
- Lube Life19%
- Liquid Silk17%
- pjur14%
- LEOXZOE8%
- Lovehoney6%
- Open — no brand owns it (5 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.3% search growth over the last 90 days.Peak months: Aug, Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.6×
Top silicone lube search terms
- silicone lube43K/yr
- silicone lubes sexual30K/yr
- lube silicone sexual12K/yr
- silicone based lubes sexual9K/yr
- pjur lubes 100ml5K/yr
- silicone based lube6K/yr
- durex perfect glide lubricants3K/yr
- pjur lube5K/yr
- silicon lube4K/yr
- oil based lube5K/yr
Top silicone lube 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Durex Perfect Glide Silicone Based Lube 50ml Condom Compatible Non Drying Long Lasting Formula Silky Smooth Feel Quality Ingredients Lubricant
Durex£6.404.5★4,298 rev
Liquid Silk Personal Lubricant 250ml
Liquid Silk£8.574.7★10,441 rev
Lube Life Ultra Thick Slick Silicone-Based Lubricant Water Resistant Thick Silicone Lube for Men Women and Couples 120 ml
Lube Life£8.594.2★175,647 rev
Silicone-Based Personal Lube 118ml Long-Lasting Silky Smooth & Non-Sticky Waterproof Intimate Lubrication Unflavoured Condom Compatible (Silicone-Based)
LEOXZOE£7.913.8★39 rev
pjur Original - Long-Lasting Extra-Smooth Silicone-Based Lubricant and Massage Oil for Enhanced Pleasure - Latex Condom Compatible - Zero Odors Flavors or Preservatives (100ml)
pjur£11.414.6★7,535 rev
Newest
by launch dateSilicone-Based Personal Lube 118ml Long-Lasting Silky Smooth & Non-Sticky Waterproof Intimate Lubrication Unflavoured Condom Compatible (Silicone-Based)
LEOXZOE£7.9139 rev
LubeLife Silky Premium Silicone Lubricant Extra Cushiony Silky Smooth Luxe Formula for Women Men and Couples Unscented Non-Sticky and Water-Resistant 8oz
Lube Life£11.7886 rev
Loving Joy Silicone Lubricant 250ml Personal Lube Lubricants & Licks Silicone Based Lube Silicon Lube Lubricating Gel Tube
Loving Joy£14.1753 rev
Durex Perfect Glide Silicone Based Lube 50ml Condom Compatible Non Drying Long Lasting Formula Silky Smooth Feel Quality Ingredients Lubricant - Pack of 2
Durex£12.445 rev
Lube Life Ultra Thick Slick Silicone-Based Lubricant Water Resistant Thick Silicone Lube for Men Women and Couples 120 ml
Lube Life£8.59175,647 rev
Trending
90-day click momentumSilicone-Based Personal Lube 118ml Long-Lasting Silky Smooth & Non-Sticky Waterproof Intimate Lubrication Unflavoured Condom Compatible (Silicone-Based)
LEOXZOE£7.913.8★
Überlube Luxury Lubricant | Latex-Safe Natural Silicone Lube with Vitamin E | Unscented Flavorless Zero Residue Works Underwater - 112ml
Uberlube£25.044.5★
Lube Life Ultra Thick Slick Silicone-Based Lubricant Water Resistant Thick Silicone Lube for Men Women and Couples 120 ml
Lube Life£8.594.2★
pjur Original - Long-Lasting Extra-Smooth Silicone-Based Lubricant and Massage Oil for Enhanced Pleasure - Latex Condom Compatible - Zero Odors Flavors or Preservatives (100ml)
pjur£11.414.6★
Lovehoney Silicone-Based Personal Lubricant - 100ml
Lovehoney£7.343.9★
What buyers say about silicone lube
What buyers praise and complain about, mined from review topics.What buyers love
“Silky long lasting lubricant”
“silky smooth”
“Exactly what you see is what you get”
“Its competitively priced”
“Great product”
“Silky, smooth and loooong lasting”
“Best one for anal sex, it doesn't burn, or irritate”
“easy to store”
“In the interest of science. and smooth operations.”
“None sticky and does last definitely one of the better lubes around”
What buyers complain about
“Dry up quickly”
“Allergy”
“Slide in”
“The texture is not good”
“doesn't have the stickyness others have”
“This is not a good product”
“its small and yet MIGHTY”
“Jesus its only a bloody lubricant less then a tenner not gold bars”
“Unfortunately, this product doesn't worth the money at all”
“Absurd age-check requirement”
Top return reasons
Common questions
- Is silicone lube profitable to sell on Amazon United Kingdom?
- The niche generates £175K/yr across 19 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.3%. Flapen's verdict: Skip it (49/100).
- How competitive is the silicone lube niche?
- 11 brands and 65 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in silicone lube?
- Top complaints mined from reviews: Moist/Dry, Allergies, Grip. The return rate is 0.1%.
- When does demand for silicone lube peak?
- Demand peaks in Aug–Sep–Oct–Nov–Dec; the busiest month runs 4.6× the quietest.
- What does it cost to enter the silicone lube niche?
- Listings span £5.81–£25.04; the average listing price is £11.53 (sweet spot $15–$100). The average incumbent carries 25,499 reviews — the moat a new listing must climb.