diatomaceous earth
Worth a lookShows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great9.4%search→purchase rate — share of searches ending in a sale
Growth
Great+76.9%90-day search growth — must beat 0% to launch
Review moat
Good732.58avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good£5.80–£29.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Avg price
Good£12.54avg listing price — sweet spot $15–$100
Market size
Okay£269K£269K/yr · 228K searches
Brand share
Bad91%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, diatomaceous earth is a £269K/yr Amazon United Kingdom market (228K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in May–Jun–Jul–Aug. Verdict: Worth a look — 64/100.
Data updated Jul 26, 2026 · scored weekly · How we score niches
diatomaceous earth market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- £251K–£314K
- units × avg price
- Conversion rate
- 9.4%
- Avg BSR
- #378
- Page quality
- 0%
- Prime
- 75%
- Sponsored
- 71%
- Out of stock
- 1.4%
- Avg brand age
- 44 months
- Avg seller age
- 175 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
16
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
50%
Top 20: 97%
Open market
7%
- Multi-Mite63%
- Pure Source Nutrition14%
- Entopest6%
- Wholefood Earth4%
- UK GROW4%
- Hockley International2%
- Open — no brand owns it (5 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +76.9% search growth over the last 90 days.Peak months: May, Jun, Jul, Aug · busiest ÷ quietest = 2.4×
Top diatomaceous earth search terms
- diatomaceous earth179K/yr
- diatomaceous earth pest control24K/yr
- diatomaceous earth powder10K/yr
- diatomaceous-earth8K/yr
- diatomaceous4K/yr
- diatomaceous earth for fleas4K/yr
Top diatomaceous earth 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Multi-Mite 2kg Bucket Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£15.834.4★983 rev
MULTI-MITE 1KG Bucket Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£12.834.4★983 rev
Diatomaceous Earth Powder Bucket Duster Pest Control Natural Insecticide Powder Bed Bug Killer Mites Flea & Tick Ant Killer Crawling Insect Solution Non-Toxic DE Feed Grade (1kg)
Pure Source Nutrition£8.344.3★429 rev
Multi-Mite 500G Bag Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£8.124.4★850 rev
Multi-Mite 2KG Bag Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£14.274.4★1,718 rev
Newest
by launch dateDiatomaceous Earth Powder Bucket Duster Pest Control Natural Insecticide Powder Bed Bug Killer Mites Flea & Tick Ant Killer Crawling Insect Solution Non-Toxic DE Feed Grade (1kg)
Pure Source Nutrition£8.34429 rev
Diatomaceous Earth Powder Bucket Duster Pest Control Natural Insecticide Powder Bed Bug Killer Mites Flea & Tick Ant Killer Crawling Insect Solution Non-Toxic DE Feed Grade (5kg)
Pure Source Nutrition£14.25429 rev
Diatomaceous Earth Powder Duster Pest Control Natural Insecticide Powder Bed Bug Killer Mites Flea & Tick Ant Killer Crawling Insect Solution Non-Toxic DE Feed Grade (500g)
Pure Source Nutrition£6.14118 rev
DustFlux Diatomaceous Earth Duster Powder Duster Kit with Long Copper Tube & Folding Funnel Indoor/Outdoor Silicone Sprayer Heavy Duty Bulb Applicator for Home Garden and Agricultural Use - Green
DustFlux£13.50300 rev
UKHealthHouse Diatomaceous Earth Powder 250g | Diatomaceous Earth Food Grade UK | 100% Fresh Water Diatomite Ultrafine Powder | Supports Health Pet Care & Pest Control
UKHealthHouse£6.6628 rev
Trending
90-day click momentum
Multi-Mite 2 x 400G Shakers Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating
Multi-Mite£16.114.4★
Multi-Mite 6kg Bucket Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£23.614.4★
Multi-Mite 500G Bag Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£8.124.4★
Multi-Mite 400G SHAKER Feed Grade Diatomaceous Earth DE Powder for Dogs Cats Poultry Animal Bedding & Housing Pet Areas Stables Gardens. 100% Natural Highly Absorbent & Desiccating DEFRA Registered
Multi-Mite£11.044.4★
DustFlux Diatomaceous Earth Duster Powder Duster Kit with Long Copper Tube & Folding Funnel Indoor/Outdoor Silicone Sprayer Heavy Duty Bulb Applicator for Home Garden and Agricultural Use - Green
DustFlux£13.504.5★
What buyers say about diatomaceous earth
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Just as advertised”
“Great value”
“Easy to use”
“Effective”
“found the carpet clean in no time”
“there instructions are clear”
“I guess it does work on bugs”
“seemed to be very effective”
“Bag size was good for the price”
What buyers complain about
“Not Effective”
“as its relatively cheap I really dont care lol”
“It has a very bad effect on your lungs very difficult to breathe would not use it again”
“No instructions, not even a diagram”
“Didn't work as good as was advertised”
“taste was absolutely awful”
“Once youve applied DE do NOT water your indoor plants from above as it will just wash away the DE”
“did I mention its dusty”
“It is really messy to use”
“It is really messy to use”
Top return reasons
Common questions
- Is diatomaceous earth profitable to sell on Amazon United Kingdom?
- The niche generates £269K/yr across 24 tracked products. 90-day search growth is +76.9%. Flapen's verdict: Worth a look (64/100).
- How competitive is the diatomaceous earth niche?
- 11 brands and 16 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in diatomaceous earth?
- Top complaints mined from reviews: Functionality-Overall, Value For Money, Breathability. The return rate is 0.5%.
- When does demand for diatomaceous earth peak?
- Demand peaks in May–Jun–Jul–Aug; the busiest month runs 2.4× the quietest.
- What does it cost to enter the diatomaceous earth niche?
- Listings span £5.80–£29.42; the average listing price is £12.54 (sweet spot $15–$100). The average incumbent carries 733 reviews — the moat a new listing must climb.