---
title: "aftershave for men — $3.5M/yr Amazon United States Niche, Score 66/100 - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/aftershave-for-men"
last_updated: "2026-07-20T21:14:45.379Z"
locale: en
meta:
description: "aftershave for men clears our launch bar: a $3.5M/yr market growing +6.6% this quarter with returns at 0.2%. Data updated Jul 2026."
"og:description": "aftershave for men clears our launch bar: a $3.5M/yr market growing +6.6% this quarter with returns at 0.2%. Data updated Jul 2026."
"og:title": "aftershave for men — $3.5M/yr Amazon United States Niche, Score 66/100 - Flapen"
---
# **aftershave for men**
**Launch it**
A $3.5M/yr market growing +6.6% this quarter with returns at 0.2% — clears our launch bar.
Market size 96Growth 33Conversion 83Competition 64Returns 99Price range 77Avg price 68Brand share 76Review moat 24Quality gap 27
**Returns**
**Incredible****0.2%**
return rate — above 6% kills the launch gate
**Market size**
**Incredible****$3.5M**
$3.5M/yr · 2.7M searches
**Conversion**
**Great****9.1%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****$3.22–$56.89**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Great****59%**
top-5 brand share — no brand owns this niche
**Avg price**
**Good****$14.20**
avg listing price — sweet spot $15–$100
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Okay****+6.6%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,661.87**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, aftershave for men is a $3.5M/yr Amazon United States market (2.7M searches/yr). The top 5 brands hold 59% of demand. Demand peaks in Dec. Verdict: Launch it — 66/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **250K–300K**
- avg 6,000–8,000/product
- **Revenue / yr**
- **$3.5M–$4.3M**
- units × avg price
- **Launch success**
- **—**
- 1 of 1 new (360d)
- **Conversion rate**
- **9.1%**
- **Avg BSR**
- **#15**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **79%**
- **Out of stock**
- **0.9%**
- **Avg brand age**
- **103 months**
- **Avg seller age**
- **140 days**
## **Competition**
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**26 **▲rising
**Sellers**
**134**
**Top-5 brand share**
**59%**
Top 20: 95%
**Top-5 click share**
**46%**
Top 20: 83%
**Open market**
**36%**
- Gillette17% - NIVEA13% - Bee Bald10% - Proraso10% - L39% - Harry's5%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +6.6% search growth over the last 90 days.
70K50KHoliday '24Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/aftershave-for-men/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%$140K8%$280K12%$420K16%$559K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 38 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**NIVEA MEN Real Madrid Limited Edition Design Sensitive Post Shave Balm with VitaminPro Complex Alcohol Free After Shave Balm for Men 3.3 Fl Oz Bottle**NIVEA**$7.68**4.7★3,666 rev](https://www.amazon.com/dp/B0014E2Q8K) [2**Bee Bald HEAL Aftershave for Men Healing Balm Immediately Calms & Soothes Damaged Skin Treats Bumps Redness Razor Burn & Other Shaving Irritations (2 Fl Oz)**Bee Bald**$8.00**4.5★23,901 rev](https://www.amazon.com/dp/B01FG2H28Y) [3**Gillette Series Cool Wave After Shave Aftershave for Men After Shave Cologne Men 3.3 fl oz 100 ml After Shave Lotion for Men Post Shave Balm Men Aftershave Mens Aftershave Aftershave Balm**Gillette**$5.42**4.7★4,857 rev](https://www.amazon.com/dp/B0000530HR) [4**Gillette After Shave Gel for Men Aftershave for Men After Shave Lotion for Men Calms Soothes and Refreshes Sensitive Skin Light Fragrance 2.5 oz Pack of 6 After Shave Cologne Men Aftershave**Gillette**$15.57**4.8★5,053 rev](https://www.amazon.com/dp/B001E95HE0) [5**L3 Level 3 After Shave Spray Cologne - Softens Skin - Refreshes and Relieves Face and Skin - Moisturizing Formula Level Three After Shaving 13.5 floz/ 400ml**L3**$11.07**4.7★3,365 rev](https://www.amazon.com/dp/B08SMTY13H)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Duke Cannon Ice Cold Cooling After Shave Balm for Men - 6 fl oz - Alcohol-Free Post-Shave Balm for Men - Made with Menthol & Shea Butter**Duke Cannon Supply Co.**$9.76**160 rev5mo ago](https://www.amazon.com/dp/B0GM2SNC5W) [**L3 Level 3 After Shave Spray Cologne - Softens Skin - Refreshes and Relieves Face and Skin - Moisturizing Formula Level Three After Shaving**L3**$11.30**240 rev1y ago](https://www.amazon.com/dp/B0FCHGHD42) [**L3 Level 3 After Shave Spray Cologne - Softens Skin - Refreshes and Relieves Face and Skin - Moisturizing Formula Level Three After Shaving**L3**$6.34**240 rev1y ago](https://www.amazon.com/dp/B0FCHH4B63) [**The Shop by Lebron James Mens Aftershave Toner Anti-Bump Solution Witch Hazel & Gentle Acids Soothes Post-Shave Irritation Prevents Ingrown Hairs Refreshing Eucalyptus Scent 5 Fl Oz**The Shop Uninterrupted”**$9.07**191 rev1y ago](https://www.amazon.com/dp/B0F7KYJ651) [**Armani beauty - Acqua di Gio - After Shave - Cologne for Men - Long Lasting Fragrance with Bergamot notes Jasmine White Musks Patchouli & Cedarwood 3.3 Fl Oz**Armani Beauty**$56.89**1,198 rev1y ago](https://www.amazon.com/dp/B0DBVT6RGX)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Duke Cannon Ice Cold Cooling After Shave Balm for Men - 6 fl oz - Alcohol-Free Post-Shave Balm for Men - Made with Menthol & Shea Butter**Duke Cannon Supply Co.**$9.76**4.6★**▲ 313%**](https://www.amazon.com/dp/B0GM2SNC5W) [**NIVEA MEN Sensitive Shaving Set for Men Sensitive Shave Gel (7 Oz) + Soothing Post Shave Balm Aftershave (3.3 Fl Oz) Enriched with Chamomile Extract and Vitamin E For Sensitive Skin**NIVEA MEN**$12.34**4.8★**▲ 153%**](https://www.amazon.com/dp/B08GN8GXXD) [**L3 Level 3 After Shave Spray Cologne - Softens Skin - Refreshes and Relieves Face and Skin - Moisturizing Formula Level Three After Shaving**L3**$11.30**4.6★**▲ 90%**](https://www.amazon.com/dp/B0FCHGHD42) [**The Shop by Lebron James Mens Aftershave Toner Anti-Bump Solution Witch Hazel & Gentle Acids Soothes Post-Shave Irritation Prevents Ingrown Hairs Refreshing Eucalyptus Scent 5 Fl Oz**The Shop Uninterrupted”**$9.07**4.4★**▲ 78%**](https://www.amazon.com/dp/B0F7KYJ651) [**Proraso After Shave Balm - Aloe Vera & Vitamin E - Protective After Shave Cream Formula for Dry Rough Skin & Beard - Premium Italian Shaving for Men - 3.4oz**Proraso**$15.61**4.6★**▲ 63%**](https://www.amazon.com/dp/B009VZNV3I)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**38%
*“Great fragrance”*
**Quality-Overall**14%
*“Satisfying product”*
**Value For Money**7%
*“Money well spent”*
**Soft Feel**5%
*“Goes on smooth”*
**Advertised Vs Actual Product**4%
*“As Described”*
**Suitability Combination Skin**4%
*“It works really well for sensitive skin”*
**Moist/Dry**3%
*“It's hydrating”*
**Efficiency**3%
*“Consistent always”*
**Suitability Dry Skin**2%
*“it is really helping with the dry skin I get in winter”*
**Allergies**2%
*“No irritation”*
### **What buyers complain about **
**Smell**26%
*“Slightly scented,”*
**Value For Money**6%
*“Not Worth the Price”*
**Allergies**6%
*“it irritated my skin”*
**Size-Overall**5%
*“The container is small”*
**Advertised Vs Actual Product**5%
*“Not what was listed”*
**Leak-Proof**4%
*“Bottle Leakage”*
**Quality-Overall**3%
*“First shipment that quality is terrible”*
**Functionality-Overall**2%
*“I really don't understand why this product is so popular because I saw absolutely no results”*
**Durability**2%
*“they caused me to break out terribly”*
**Oily/Greasy**2%
*“an oily feel on your face”*
### **Top return reasons **
**Smell**30%
**Advertised Vs Actual Product**19%
**Leak-Proof**8%
**Functionality-Overall**7%
**Size-Overall**6%
**Product Condition**3%
**Value For Money**3%
**Defective Material/Parts**2%
**Ingredients-Overall**2%
**Oily/Greasy**2%
## **Common questions**
- **Is aftershave for men profitable to sell on Amazon United States?**
- The niche generates $3.5M/yr across 38 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +6.6%. Flapen's verdict: Launch it (66/100).
- **How competitive is the aftershave for men niche?**
- 26 brands and 134 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 59% of demand.
- **What do buyers complain about in aftershave for men?**
- Top complaints mined from reviews: Smell, Value For Money, Allergies. The return rate is 0.2%.
- **When does demand for aftershave for men peak?**
- Demand peaks in Dec; the busiest month runs 1.5× the quietest.
- **What does it cost to enter the aftershave for men niche?**
- Listings span $3.22–$56.89; the average listing price is $14.20 (sweet spot $15–$100). The average incumbent carries 6,662 reviews — the moat a new listing must climb.
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