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Wax

Maybe

An estimated 0.3% of orders come back. But the average product has 2,986 reviews to catch up to, so Wax is a Maybe.

Flapen Score
62
62 / 100
Top 6% of 2,035 Health & Personal Care niches · +14 vs the category median of 48
Market size
£334K/yr478K searches / yr
90-day growth
+18.8%search demand this quarter
Competition
46%top-5 click share · 22 brands · 107 sellers

Flapen Score

Wax against its category

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

62Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Wax market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Wax 478K times last year and spent an estimated £334K. The top 5 brands take 70% of clicks. Flapen scores it 62 out of 100, a Maybe.

01 · Demand

An estimated 5.8% of those searches ended in a purchase.

Shoppers searched for this 478K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 5.8% of those searches ended in a purchase. Searches in the last 90 days moved +18.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £334K a year.

Searches, last 12 months
478K
Growth, 90 days vs prior 90
+18.8%
Conversion, latest week
5.8%
Market size, estimated
£334Ka year
Peak month
July1.5× the quietest month
Top search term
wax343K searches a year

02 · Price

A sale here is worth £12.13.

Listings sell for £12.13 on average, from £4.05 to £32.13. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 500 to 750 of them. At £12.13 that is £6K to £9K a year per listing.

Average price
£12.13under the $15 to $100 sweet spot
Price range
£4.05–£32.13
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
25K–30K
Units per listing a year
500–750
Revenue per listing a year
£6K–£9K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

75% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #14 within Shaving & Hair Removal. It carries 2,986 reviews at 4.25 stars, so a new listing needs social proof before a better product.

Sponsored listings
75%
Prime listings
92%
Out of stock, average day
0.0%
Average rank
#14in Shaving & Hair Removal
Average rating
4.25 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,986per listing
Listings tracked
36

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 54 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
54 months

Products

Top Wax products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 25, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 46% of clicks. Leaders hold, but buyers still shop past them.

£0£13K£27K£40K£53K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

22 falling

Sellers

107

Est. top-5 brand share

70%

Top 20: 99%

Est. top-5 click share

46%

Top 20: 84%

Open market

27%

  • MYLEE38%
  • Salon System17%
  • Veet7%
  • My Skin WAX4%
  • Milukon4%
  • Waxee4%

Demand

Wax search demand

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

13K8KSpike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Wax search terms shoppers use

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

  • wax343K/yr
  • hot wax72K/yr
  • stripless wax27K/yr
  • stripless wax beads11K/yr
  • lycon wax9K/yr
  • brazilian wax9K/yr
  • wax for sensitive skin3K/yr
  • wex3K/yr

Reviews and returns

What reviews say buyers love and hate about Wax

We read the reviews and the return reasons for every product selling here.

20%of positive reviews mention “Quality-Overall”
10%of negative reviews mention “Adhesion/Stickiness”
0.3%of orders come back
“Awfully sticky”
A buyer, on “Adhesion/Stickiness”10% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common Wax questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data