soft flask
Worth a lookShows low returns (1.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Great1.0%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Review moat
Good595.4avg incumbent reviews — the moat a new listing must climb
Conversion
Good5.7%search→purchase rate — share of searches ending in a sale
Brand share
Good70%top-5 brand share — brands hold most of the demand
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Price range
Good£2.71–£27.30cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+11.3%90-day search growth — must beat 0% to launch
Avg price
Okay£10.19avg listing price — sweet spot $15–$100
Market size
Okay£122K£122K/yr · 209K searches
According to Flapen's Amazon United Kingdom niche tracking, soft flask is a £122K/yr Amazon United Kingdom market (209K searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Apr–May–Jun–Jul. Verdict: Worth a look — 56/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
soft flask market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £127K–£153K
- units × avg price
- Conversion rate
- 5.7%
- Avg BSR
- #248
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 97%
- Out of stock
- 1.2%
- Avg brand age
- 31 months
- Avg seller age
- 179 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
26
Top-5 brand share
70%
Top 20: 100%
Top-5 click share
51%
Top 20: 88%
Open market
23%
- Salomon22%
- SWIFTER19%
- WRELS13%
- flintronic9%
- Generic8%
- UTOBEST6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +11.3% search growth over the last 90 days.Peak months: Apr, May, Jun, Jul · busiest ÷ quietest = 3.0×
Top soft flask search terms
- soft flask33K/yr
- running water pouch23K/yr
- soft water bottle25K/yr
- soft flask 500ml15K/yr
- salomon soft flask 500ml9K/yr
- 500ml soft flask9K/yr
- running vest water bottle13K/yr
- soft water bottle running11K/yr
- running bottle soft5K/yr
- soft running water bottle9K/yr
Top soft flask 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
SWIFTER 2x Soft Flask 500ml | Collapsible Running Water Bottle | Handheld or in Vest | Leakproof | Trail Hydration Flask | Soft Water Bottle for Marathon Hiking
SWIFTER£12.594.5★340 rev
Salomon Soft Flask 500ml/17oz 42 Unisex Hydration accessory Easy to use Comfort High-flow valve Clear Blue
Salomon£12.324.5★866 rev
Salomon Soft Flask 250ml/8oz 28 Unisex Hydration Accessories Comfort High-flow Valve and Easy to Use Blue
Salomon£10.594.5★993 rev
Lightweight Leakproof Soft Flask - 500ml Foldable Collapsible Water Bottle for Running Vest & Belt BPA-Free TPU for Trail Running Hiking Cycling Outdoor Sports (Blue)
Generic£5.973.8★10 rev
WRELS 200ml/350ml/500ml Collapsible Soft Flask BPA Free Folding Soft Water Bottle with Hanging Ring Lightweight TPU Hydration Flask for Running Marathon Cycling Hiking(200ml-2 Packs)
WRELS£8.994.4★173 rev
Newest
by launch dateLightweight Leakproof Soft Flask - 500ml Foldable Collapsible Water Bottle for Running Vest & Belt BPA-Free TPU for Trail Running Hiking Cycling Outdoor Sports (Blue)
Generic£5.9710 rev
Flintronic TPU Foldable Water Bottle Soft Flask 250ml BPA-Free for Hydration on Backpacks Bicycles Hiking Jogging Camping and Climbing (Light Blue)
flintronic£5.83224 rev
Trekkrs 2 Pack Soft Flask Water Bottles - 500 ml | Leakproof Design | Soft Foldable Running Water Bottle | Running Hydration Bladder Pouch | 2 x Straw Lids 2 x Regular Lids & Easy Cleaning Sachets
Trekkrs£14.0764 rev
TREKKOUT Collapsible Water Bottle 2-Pack 500ml Soft Flask for Running Vest - Leak-Proof Foldable Hydration Flask for Trail Running Marathon Hiking - BPA-Free & Easy Clean
TREKKOUT£11.0370 rev
Flintronic TPU Foldable Water Bottles 2-Piece Soft Flask BPA-Free for Hydration on Backpacks Bicycles Hiking Jogging Camping and Climbing (250ml Light Blue)
flintronic£7.39224 rev
Trending
90-day click momentum
DORNNA 2X1 Soft Flask BPA FREE Hydration Bottle for Running Sports Hydration Bag Reusable Water Bottle Very Resistant (500ML - 2 PCS)
DORNNA£9.734.4★
Lightweight Leakproof Soft Flask - 500ml Foldable Collapsible Water Bottle for Running Vest & Belt BPA-Free TPU for Trail Running Hiking Cycling Outdoor Sports (Blue)
Generic£5.973.8★
TENTRA 2x Soft Flask 500ml | Running Hiking Cycling Water Bottle | Collapsible Leakproof Lightweight
TENTRA£9.914.6★
WRELS 200ml/350ml/500ml Collapsible Soft Flask BPA Free Folding Soft Water Bottle with Hanging Ring Lightweight TPU Hydration Flask for Running Marathon Cycling Hiking(200ml-2 Packs)
WRELS£8.994.4★
UTOBEST Soft Flask 250ml Collapsible Running Water Bottles
UTOBEST£9.734.3★
What buyers say about soft flask
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“Great size”
“Does not leak”
“Easy to use”
“Overall its worth buying”
“does the job”
“Perfect for runners. or walkers”
“Lightweight and easy to roll up small”
“Seems durable”
“worked well”
What buyers complain about
“Leaks too easily”
“Overprice and flimsy”
“Not the best”
“am unfortunately unable to use it”
“There's a metal ring which rusts horrible rusty taste in my mouth”
“Cleaning isnt the easiest”
“Smaller than hoped for”
“Cannot make water come out of them”
“Wash before use”
“Strong Plastic Smell Was Unpleasant”
Top return reasons
Common questions
- Is soft flask profitable to sell on Amazon United Kingdom?
- The niche generates £122K/yr across 30 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +11.3%. Flapen's verdict: Worth a look (56/100).
- How competitive is the soft flask niche?
- 17 brands and 26 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 70% of demand.
- What do buyers complain about in soft flask?
- Top complaints mined from reviews: Leak-Proof, Strength, Quality-Overall. The return rate is 1.0%.
- When does demand for soft flask peak?
- Demand peaks in Apr–May–Jun–Jul; the busiest month runs 3.0× the quietest.
- What does it cost to enter the soft flask niche?
- Listings span £2.71–£27.30; the average listing price is £10.19 (sweet spot $15–$100). The average incumbent carries 595 reviews — the moat a new listing must climb.