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Wax

Maybe

Returns run at only 0.3% of orders. 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

5.8% of searches ended in a purchase last week.

Shoppers searched for this 478K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 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

Top-5 brand share

70%

Top 20: 99%

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 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

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

Complain

Adhesion/Stickiness10%−0.12

Awfully sticky

Very sticky. is a good product was just broke on delivery

Doesnt stick

Quality-Overall8%+0.91

Absolutely terrible product

Bad quality

The wax is poor quality

Heating7%−0.07

It isnt safe to heat

No longer produced any heat whatsoever rather disappointed

Takes way too long to heat

Size-Overall6%−0.05

Wrong size

Wax sheets are tiny

Absolutely tiny

Functionality-Overall5%−0.07

that doesn't do what it is meant to

Not effective at all

Doesnt work

Love

Quality-Overall20%+0.91

Beads are best

Good quality for home or professional usage

Excellent Product

Ease Of Use16%+1.48

Easy to use

Removal is easy and effective

Easy to work with

Value For Money10%+0.81

Good for money

Good value for money

Good value for money

Advertised Vs Actual Product6%

Does exactly what it says on the box

Product matches description

As described

Smell5%+0.21

Highly scented

Smells great

The vanilla scent is quite pleasant

Return

0.3% Return rate 25% Fixable by listing

Functionality-Overall20%▅▆█▆▆▆

that doesn't do what it is meant to

Not effective at all

Doesnt work

Size-Overall15%▂▇█▅▆█

Wrong size

Wax sheets are tiny

Absolutely tiny

Heating14%▅▅▆█▅▆

It isnt safe to heat

No longer produced any heat whatsoever rather disappointed

Takes way too long to heat

Quality-Overall7%█▃▅▅▆▅

Absolutely terrible product

Bad quality

The wax is poor quality

Defective Material/Parts6%▆▃▄█▄▄

FAQ

Common Wax questions

Answered from the same tracked data.