Deodorants
MaybeBuyers convert on 19.0% of searches. But the top 5 brands take 100% of clicks, so Deodorants is a Maybe.
- Flapen Score
- 53 / 100Top 26% of 10,978 Beauty & Personal Care niches · +5 vs the category median of 4853
- Market size
- $2.4M/yr1.2M searches / yr
- 90-day growth
- +16.1%search demand this quarter
- Competition
- 71%top-5 click share · 2 brands · 92 sellers
Flapen Score
Deodorants against its category
The dotted line is the Beauty & Personal Care average. Past it, Deodorants is stronger. Inside it, weaker.
Market
The Deodorants market on Amazon at a glance
Shoppers on Amazon United States searched for Deodorants 1.2M times last year and spent an estimated $2.4M. All 2 brands take every click. Flapen scores it 53 out of 100, a Maybe.
01 · Demand
An estimated 19.0% of those searches ended in a purchase.
Shoppers searched for this 1.2M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 19.0% of those searches ended in a purchase. Searches in the last 90 days moved +16.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $2.4M a year.
- Searches, last 12 months
- 1.2M
- Growth, 90 days vs prior 90
- +16.1%
- Conversion, latest week
- 19.0%
- Market size, estimated
- $2.4Ma year
- Peak month
- November1.7× the quietest month
- Top search term
- mitchum deodorant for men472K searches a year
02 · Price
A sale here is worth $10.25.
Listings sell for $10.25 on average, from $4.92 to $26.69. Amazon reports units sold in ranges. This niche sold 250K to 300K a year. The average listing sells 10,000 to 12,500 of them. At $10.25 that is $103K to $128K a year per listing.
- Average price
- $10.25under the $15 to $100 sweet spot
- Price range
- $4.92–$26.69
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 250K–300K
- Units per listing a year
- 10,000–12,500
- Revenue per listing a year
- $103K–$128K
- Returns
- 0.2%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
65% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 0.3% of listings are out of stock. The average listing ranks #107 within Deodorants & Antiperspirants. It carries 6,875 reviews at 4.61 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 65%
- Prime listings
- 94%
- Out of stock, average day
- 0.3%
- Average rank
- #107in Deodorants & Antiperspirants
- Average rating
- 4.61 starsAmazon United States average 4.42 stars
- Average reviews
- 6,875per listing
- Listings tracked
- 17
04 · Newcomers
3 of last year's 3 launches cleared the first-year sales bar.
3 products launched here in the last 12 months. 3 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 79 months on average, so the names here are established.
- Launched, last 12 months
- 3
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 79 months
Products
Top Deodorants products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Sign in to see the products
The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.
Competition
Competition: brands, sellers & click share
The top 5 products take 71% of clicks. A locked shelf that new listings rarely crack.
Brands
2 falling
Sellers
92
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
0%
- Brand 181%
- Brand 219%
- Open — no brand owns it (0%)
Demand
Deodorants search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.7×
Search terms
Top Deodorants search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- mitchum deodorant for men472K/yr
- mitchum deodorant155K/yr
- mitchum112K/yr
- dry idea115K/yr
- dry idea unscented clear gel86K/yr
- dry idea deodorant93K/yr
- mitchum unscented deodorant for men21K/yr
- dry idea unscented29K/yr
- deodorant mitchum17K/yr
- mitchum unscented15K/yr
Reviews and returns
What reviews say buyers love and hate about Deodorants
We read the reviews and the return reasons for every product selling here.
“Not odorless”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
18 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Deodorants questions
Answered from the same tracked data.