Is steamer profitable to sell on Amazon United Kingdom?

The niche generates £5.0M/yr across 37 tracked products. 9 of 10 products launched in the last 360 days are still selling. 90-day search growth is +48.1%. Flapen's verdict: Launch it (70/100).

How competitive is the steamer niche?

16 brands and 447 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in steamer?

Top complaints mined from reviews: Durability, Functionality-Overall, Weight Heavy. The return rate is 2.4%.

When does demand for steamer peak?

Demand peaks in Jul; the busiest month runs 2.0× the quietest.

What does it cost to enter the steamer niche?

Listings span £11.62–£96.51; the average listing price is £25.01 (sweet spot $15–$100). The average incumbent carries 4,516 reviews — the moat a new listing must climb.

steamer

Launch it

A $5.0M/yr market growing +48.1% this quarter with returns at 2.4% — clears our launch bar.

Market size

Incredible£5.0M

£5.0M/yr · 4.2M searches

Avg price

Incredible£25.01

avg listing price — sweet spot $15–$100

Price range

Great£11.62–£96.51

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Competition

Good44%

top-5 click share — leaders hold, buyers still browse

Growth

Good+48.1%

90-day search growth — must beat 0% to launch

Returns

Good2.4%

return rate — above 5% kills the launch gate

Conversion

Good4.8%

search→purchase rate — share of searches ending in a sale

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Review moat

Bad4,515.57

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United Kingdom niche tracking, steamer is a £5.0M/yr Amazon United Kingdom market (4.2M searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Jul. Verdict: Launch it — 70/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

steamer market data

Units sold / yr: 150K–200K; avg 3,000–4,000/product
Revenue / yr: £3.8M–£5.0M; units × avg price
Conversion rate: 4.8%
Avg BSR: #15
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 8.1%
Avg brand age: 28 months
Avg seller age: 166 days

Competition & brand share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 falling

Sellers

447

Top-5 brand share

77%

Top 20: 99%

Top-5 click share

44%

Top 20: 82%

Open market

18%

BEAUTURAL22%
PHILIPS18%
Russell Hobbs15%
Tefal14%
Rolipo7%
Exsivemy5%
Open — no brand owns it (10 brands, 18%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +48.1% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 2.0×

Open Trend

Top steamer search terms

clothes steamer1.1M/yr +45.4%3.9% conv.
steamer1.1M/yr +31.5%3.8% conv.
steamer clothing417K/yr +89.2%4.4% conv.
travel steamer for clothes193K/yr +122.1%3.0% conv.
clothes steamer handheld197K/yr +27.0%4.1% conv.
garment steamer158K/yr +46.1%2.4% conv.
travel steamer112K/yr +129.3%2.7% conv.
handheld steamer for clothes117K/yr +96.8%3.5% conv.
hand held steamer137K/yr -27.3%2.3% conv.
hand held steamers for clothes85K/yr +255.7%4.3% conv.

All search terms

Top steamer 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

BEAUTURAL Portable Handheld Steamer

BEAUTURAL£17.584.3★12,444 rev

Philips Handheld Garment Steamer 3000 Series 20 g/min Great for Travel

PHILIPS£20.694.2★2,810 rev

Russell Hobbs Steam Genie 2in1 Handheld Clothes Steamer with Ironing Option Ready to Use in 1m Power Indicator 150ml Removable Tank 3 Attachments 10m Steam Time 1400-1700W 28370

Russell Hobbs£29.444.2★1,554 rev

Tefal Pure Pop Slim Handheld Clothes Steamer No Ironing Board Needed Ready to Use in 15 Seconds 70ml Detachable Water Tank Travel Iron Garment Steamer Pink DT2023

Tefal£25.084.3★2,105 rev

Steam Iron Travel Steamer with LCD Screen 10S Fast Heat-up 2000W Steamer Clothing with 180 Rotatable Handle Portable Handheld Clothes Steamer 3 Steam Levels for Travel Home Office (White)

Exsivemy£20.194.3★1,114 rev

Newest

by launch date

Clothes Steamer Powerful 1800W Handheld Steamer Clothing Detachable 400ml Water Tank 20S Fast Heat-up for Wrinkle Removal Portable Garment Steamer

OLAYMEY£23.3470 rev

4mo ago

Steam Presses Portable Clothes Steamer Handheld FMK Garment Steamer For Clothes & Steamer Clothing With Tank Travel Steamers For Clothes For Travel Curtain Dress Vertical

FMK£26.16111 rev

7mo ago

Clothes Steamer Garment Steamer for Wrinkle Removal 20s Fast Heat Detachable 110ml Water Tank Portable Handheld Steam Clothing for Home Office Travel

--£24.7346,210 rev

8mo ago

Handheld Steamer for Clothes Clothes Steamer with Large 360ml Water Tank Fast Wrinkle Remover Portable Garment Steamer Ideal for Home Office Travel (White)

Rolipo£19.091,254 rev

8mo ago

Sundu Clothes Steamer Portable 2 In 1 Travel Steamer Iron 15s Fast Heat-up 4 Modes LED Display 20 Minutes of Continuous Ironing Handheld Garment Steamer for Travel and Home

Sundu£25.89957 rev

1y ago

What buyers say about steamer

What buyers praise and complain about, mined from review topics.

What buyers love

Ease Of Use23%

“easy to handle”

Quality-Overall13%

“The quality is amazing and quite compact”

Value For Money11%

“GOOD VALUE”

Heating8%

“Heats up in less than a minute”

Efficiency6%

“Works brilliantly”

Portability5%

“lightweight and portable”

Advertised Vs Actual Product5%

“As described”

Weight Light5%

“Good for lightweight clothes”

Compactness2%

“compact enough th take on holiday”

Functionality-Overall2%

“The item works”

What buyers complain about

Durability12%

“Broke after one use”

Functionality-Overall10%

“Hardly works”

Weight Heavy9%

“heavier than anticipated”

Leak-Proof9%

“Leaking”

Quality-Overall8%

“Poor performance”

Heating7%

“it suddenly stopped heating up which was very disappointing”

Size-Overall7%

“The cord is too short”

Ease Of Use4%

“Not the simplest to use”

Value For Money4%

“A bit on the expensive side”

Water Resistance3%

“a inadequate water tank”

Top return reasons

Functionality-Overall29%

Weight Heavy17%

Size-Overall10%

Leak-Proof7%

Heating5%

Quality-Overall4%

Strength4%

Product Condition3%

Advertised Vs Actual Product3%

Water Resistance2%

Common questions

Is steamer profitable to sell on Amazon United Kingdom?: The niche generates £5.0M/yr across 37 tracked products. 9 of 10 products launched in the last 360 days are still selling. 90-day search growth is +48.1%. Flapen's verdict: Launch it (70/100).
How competitive is the steamer niche?: 16 brands and 447 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in steamer?: Top complaints mined from reviews: Durability, Functionality-Overall, Weight Heavy. The return rate is 2.4%.
When does demand for steamer peak?: Demand peaks in Jul; the busiest month runs 2.0× the quietest.
What does it cost to enter the steamer niche?: Listings span £11.62–£96.51; the average listing price is £25.01 (sweet spot $15–$100). The average incumbent carries 4,516 reviews — the moat a new listing must climb.