Is deodorant men profitable to sell on Amazon United States?

The niche generates $33.1M/yr across 58 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is +14.2%. Flapen's verdict: Launch it (64/100).

How competitive is the deodorant men niche?

11 brands and 243 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 94% of demand.

What do buyers complain about in deodorant men?

Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.4%.

When does demand for deodorant men peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the deodorant men niche?

Listings span $5.00–$25.56; the average listing price is $12.67 (sweet spot $15–$100). The average incumbent carries 13,686 reviews — the moat a new listing must climb.

deodorant men

Launch it

A $33.1M/yr market growing +14.2% this quarter with returns at 0.4% — clears our launch bar.

Market size

Incredible$33.1M

$33.1M/yr · 18.0M searches

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Incredible14.5%

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

Competition

Great35%

top-5 click share — an open shelf

Avg price

Good$12.67

avg listing price — sweet spot $15–$100

Price range

Good$5.00–$25.56

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

Growth

Okay+14.2%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad13,685.76

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad94%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, deodorant men is a $33.1M/yr Amazon United States market (18.0M searches/yr). The top 5 brands hold 94% of demand. Verdict: Launch it — 64/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

deodorant men market data

Units sold / yr: 1.0M–1.0M; avg 50,000–60,000/product
Revenue / yr: $12.7M–$12.7M; units × avg price
Conversion rate: 14.5%
Avg BSR: #46
Page quality: 0%
Prime: 100%
Sponsored: 78%
Out of stock: 0.0%
Avg brand age: 91 months
Avg seller age: 123 days

Competition & brand share

Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.

Brands

11 falling

Sellers

243

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

35%

Top 20: 70%

Open market

Old Spice40%
Degree37%
DOVE MEN + CARE11%
Gillette3%
Native3%
Dr. Squatch2%
Open — no brand owns it (5 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +14.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top deodorant men search terms

deodorant men5.6M/yr +14.4%12.0% conv.
mens deodorant3.0M/yr +14.3%8.9% conv.
old spice deodorant for men2.4M/yr +5.2%11.9% conv.
degree deodorant men1.3M/yr +14.5%17.9% conv.
old spice923K/yr +66.0%2.1% conv.
old spice deodorant883K/yr +7.2%10.1% conv.
desodorante para hombre708K/yr +3.9%3.5% conv.
men deodorant486K/yr +13.1%7.2% conv.
antiperspirant for men410K/yr +5.5%7.3% conv.
aluminum free deodorant for men296K/yr +20.8%5.7% conv.

All search terms

Top deodorant men 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

Degree Men Original Antiperspirant Deodorant Cool Rush Twin Pack 48-Hour Sweat & Odor Protection Antiperspirant For Men 2.7 oz

Degree$6.304.7★17,137 rev

Degree Men UltraClear Antiperspirant Deodorant Black+White 2 Count 72-Hour Sweat & Odor Protection Antiperspirant For Men With MotionSense Technology 2.7 oz

Degree$7.814.7★41,947 rev

Old Spice Aluminum Free Deodorant For Men High Endurance 24/7 Sweat Defense & Odor Protection to Eliminate Odors 24/7 Freshness & Lasting Scent Sport Scent 3.0 oz (Pack of 3)

Old Spice$13.964.7★23,785 rev

Old Spice Aluminum Free Deodorant for Men High Endurance 24/7 Lasting Freshness & Long Lasting Scent 24/7 Advanced Sweat & Odor Protection Pure Sport Scent 3.0 oz (Pack of 2)

Old Spice$7.024.7★5,723 rev

Degree Men UltraClear Antiperspirant Deodorant Black + White 4 count 72-Hour Sweat & Odor Protection Antiperspirant For Men With MotionSense Technology 2.7 oz

Degree$15.634.7★41,947 rev

Newest

by launch date

Native Aluminum Free Deodorant Sea Salt & Cedar Large Size Stick 72 Hour Odor Control for Women & Men Contains Naturally Derived Ingredients 3.1 oz

Native$13.511,288 rev

5mo ago

Old Spice Aluminum Free Deodorant for Men The Spice Alchemist Collection 24/7 Cologne Infused Scent No Trade Off Formula Free of Parabens & Phthalates Cashmere + Vanilla Wood Scent 3.0 oz

Old Spice$11.801,027 rev

6mo ago

Old Spice Dry Feel Antiperspirant Deodorant for Men 24/7 Freshness 24/7 Sweat & Odor Protection Gentle on Skin with Skin Conditioners Fiji with Palm Tree + Coconut Scent 2.6 oz (Pack of 3)

Old Spice$18.301,469 rev

1y ago

Degree Men Ultra Fresh Antiperspirant Deodorant Stick for Men 4 Pack Cool Rush 2.7 oz

Degree$14.643,137 rev

1y ago

Gillette Antiperspirant and Deodorant for Men 72hr Clinical Strength Sweat & Odor Protection Long Lasting Freshness Anti-White Mark Technology Clear Gel Cool Wave Scent 3.8 oz (Pack of 4)

Gillette$22.809,386 rev

4y ago

What buyers say about deodorant men

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

What buyers love

Smell44%

“Clean scent”

Value For Money10%

“Great savings”

Quality-Overall9%

“is affordable for its quality”

Advertised Vs Actual Product4%

“Exactly what I ordered”

Durability4%

“stays on the whole day”

Efficiency3%

“It does the job beautifully”

Allergies3%

“No Allergies”

Moist/Dry2%

“dries well”

Ease Of Use1%

“Easy to use”

Soft Feel1%

“Goes on smooth”

What buyers complain about

Smell26%

“Scent doesn't last long”

Allergies9%

“Skin Irritation”

Value For Money7%

“But Expensive”

Functionality-Overall6%

“Doesnt work as described”

Durability6%

“Breaks easily”

Advertised Vs Actual Product3%

“Bad advertising”

Stain Resistance3%

“Stained shirt”

Quality-Overall3%

“Need some quality control”

Moist/Dry2%

“Doesnt keep you dry”

Adhesion/Stickiness1%

“not a stick”

Top return reasons

Smell41%

Advertised Vs Actual Product17%

Functionality-Overall9%

Defective Material/Parts6%

Value For Money4%

Product Condition3%

Color2%

Adhesion/Stickiness2%

Stain Resistance2%

Size-Overall2%

Common questions

Is deodorant men profitable to sell on Amazon United States?: The niche generates $33.1M/yr across 58 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is +14.2%. Flapen's verdict: Launch it (64/100).
How competitive is the deodorant men niche?: 11 brands and 243 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 94% of demand.
What do buyers complain about in deodorant men?: Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.4%.
When does demand for deodorant men peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the deodorant men niche?: Listings span $5.00–$25.56; the average listing price is $12.67 (sweet spot $15–$100). The average incumbent carries 13,686 reviews — the moat a new listing must climb.