---
title: "lume for men — $9.3M/yr Amazon United States Niche, Score 69/100 - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lume-for-men"
last_updated: "2026-07-20T23:28:39.624Z"
locale: en
meta:
description: "lume for men clears our launch bar: a $9.3M/yr market growing +16.5% this quarter with returns at 0.7%. Data updated Jul 2026."
"og:description": "lume for men clears our launch bar: a $9.3M/yr market growing +16.5% this quarter with returns at 0.7%. Data updated Jul 2026."
"og:title": "lume for men — $9.3M/yr Amazon United States Niche, Score 69/100 - Flapen"
---
# **lume for men**
**Launch it**
A $9.3M/yr market growing +16.5% this quarter with returns at 0.7% — clears our launch bar.
Market size 100Growth 46Conversion 74Competition 87Returns 97Price range 73Avg price 95Brand share 0Review moat 9Quality gap 82
**Market size**
**Incredible****$9.3M**
$9.3M/yr · 5.5M searches
**Returns**
**Incredible****0.7%**
return rate — above 6% kills the launch gate
**Avg price**
**Incredible****$24.36**
avg listing price — sweet spot $15–$100
**Competition**
**Great****28%**
top-5 click share — an open shelf
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****6.9%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$6.68–$37.15**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+16.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****33,429.43**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, lume for men is a $9.3M/yr Amazon United States market (5.5M searches/yr). The top 5 brands hold 100% of demand. Verdict: Launch it — 69/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **400K–500K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **$9.7M–$12.2M**
- units × avg price
- **Launch success**
- **100%**
- 6 of 6 new (360d)
- **Conversion rate**
- **6.9%**
- **Avg BSR**
- **#51**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **88%**
- **Out of stock**
- **5.7%**
- **Avg brand age**
- **57 months**
- **Avg seller age**
- **133 days**
## **Competition**
Clicks spread well past the top 5 (28% combined) — an open shelf where new products get seen.
**Brands**
**2 **▼falling
**Sellers**
**45**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**28%**
Top 20: 61%
**Open market**
**0%**
- Lume89% - Mando11% - Open — no brand owns it (0%)
## **Demand**
Weekly Amazon search volume, last 11 weeks — +16.5% search growth over the last 90 days.
175K125KSpike '26May '26May '26May '26May '26May '26Jun '26Jun '26Jun '26Jun '26Jul '26Jul '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lume-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%3%$278K6%$555K9%$833K12%$1.1M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 68 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Lume Whole Body Deodorant - Invisible Cream Tube - 72 Hour Odor Control - Aluminum Free Baking Soda Free Skin Safe - 3.0 ounce (Soft Powder)**Lume**$18.37**4.2★93,884 rev](https://www.amazon.com/dp/B0BZQJZQBT) [2**Lume Whole Body Deodorant - Smooth Solid Stick - 72 Hour Odor Control - Aluminum Free Baking Soda Free and Skin Safe - 2.6 Ounce (Pack of 2) (Soft Powder)**Lume**$24.67**4.4★39,654 rev](https://www.amazon.com/dp/B0C3WMPXN8) [3**Lume Whole Body Deodorant - Invisible Cream + Solid Stick Mini Bundle - 72 Hour Odor Control - Aluminum & Baking Soda Free Skin Loving - 0.5 Ounce Each - Travel Trial Size Minis (Clean Tangerine)**Lume**$9.90**3.7★2,016 rev](https://www.amazon.com/dp/B0DG6QTDJ8) [4**Lume Whole Body Deodorant - Invisible Cream Tube - 72 Hour Odor Control - Aluminum Free Baking Soda Free Skin Safe - 3.0 ounce (Clean Tangerine)**Lume**$18.17**4.2★93,884 rev](https://www.amazon.com/dp/B08PPW6CSD) [5**Mando Whole Body Deodorant For Men - Smooth Solid Stick - 72 Hour Odor Control - Aluminum Free Baking Soda Free Skin Safe - 2.6 ounce (Pack of 2) - Pro Sport**Mando**$24.99**4.2★7,859 rev](https://www.amazon.com/dp/B0CVSKHJBR)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Lume Deodorant Plus Sweat Control - Smooth Solid Stick - Maximum Strength Antiperspirant - 72 Hour Odor And Sweat Control - Baking Soda Free Skin Loving - 2.6 ounce (Fresh Spring) Pack of 2**Lume**$27.59**2,425 rev5mo ago](https://www.amazon.com/dp/B0GK2J89M3) [**Lume Deodorant Plus Sweat Control - Smooth Solid Stick Deodorant for Women - Extra Strength Antiperspirant - 72 Hour Odor & Sweat Control - Baking Soda Free Skin Loving - (Soft Powder)**Lume**$19.91**142 rev6mo ago](https://www.amazon.com/dp/B0GGMLMP4F) [**Mando Whole Body Deodorant For Men - Invisible Spray Deodorant - 72 Hour Odor Control - Low Irritation Formula - Aluminum Free Benzene Free - 2 pack of 3.6 ounce Cans - Pro Sport**Mando**$26.21**850 rev11mo ago](https://www.amazon.com/dp/B0FMTHBBD1) [**Lume Invisible Spray Deodorant For Women Two Pack - Full Size & Mini Whole Body Deodorant Spray - 72 Hr Odor Control - Aluminum & Baking Soda Free - 2 Piece Bundle - 3.6 oz & 1.0 oz (Soft Powder)**Lume**$19.63**984 rev11mo ago](https://www.amazon.com/dp/B0FMH53KRN) [**Lume Invisible Spray Deodorant For Women - Whole Body Deodorant Spray - 72 Hr Odor Control - Ozone Friendly Natural Propellant - Aluminum & Baking Soda Free Skin Loving - 3.6 ounce (Unscented)**Lume**$28.03**1,024 rev11mo ago](https://www.amazon.com/dp/B0FMGTDXNG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Lume Deodorant Plus Sweat Control - Smooth Solid Stick - Maximum Strength Antiperspirant - 72 Hour Odor And Sweat Control - Baking Soda Free Skin Loving - 2.6 ounce (Fresh Spring) Pack of 2**Lume**$27.59**4.0★**▲ 250%**](https://www.amazon.com/dp/B0GK2J89M3) [**Mando 72 Hour Sweat & Odor Control Spray for Men - Invisible Spray Deodorant - Antiperspirant Deodorant - Mens Sweat Protection - Low Irritation Formula - No Parabens or Benzene - 2pk - Pro Sport**Mando**$28.33**4.4★**▲ 214%**](https://www.amazon.com/dp/B0DZQ9LSM7) [**Lume Deodorant Plus Sweat Control - Smooth Solid Stick Deodorant for Women - Extra Strength Antiperspirant - 72 Hour Odor & Sweat Control - Baking Soda Free Skin Loving - (Soft Powder)**Lume**$19.91**3.8★**▲ 193%**](https://www.amazon.com/dp/B0GGMLMP4F) [**Lume Whole Body Deodorant And Soap - 2.6 Ounce Smooth Solid Stick With 72 Hour Odor Control and 5 Ounce Triple Milled Soap - Aluminum Free Baking Soda Free and Skin Loving (Clean Tangerine)**Lume**$17.19**4.3★**▲ 156%**](https://www.amazon.com/dp/B0CPNDNKMD) [**Lume Deodorant Plus Sweat Control - Invisible Spray - Extra Strength Antiperspirant For Underarms - 72 Hour Odor And Sweat Control - Phthalate and Paraben Free Formula - 2 Pack (Soft Powder)**Lume**$27.57**4.3★**▲ 145%**](https://www.amazon.com/dp/B0DZQY6WXP)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**32%
*“Clean scent”*
**Quality-Overall**14%
*“Good product happy with”*
**Efficiency**8%
*“It seems to be effective”*
**Advertised Vs Actual Product**8%
*“As described”*
**Value For Money**4%
*“Great Deal”*
**Durability**3%
*“Holds For Days”*
**Allergies**2%
*“No irritation”*
**Ease Of Use**2%
*“Easy and convenient”*
**Cleansing**2%
*“I like this cleanser”*
**Moist/Dry**1%
*“dries quickly”*
### **What buyers complain about **
**Smell**33%
*“Funky smell”*
**Value For Money**8%
*“A little expensive”*
**Allergies**6%
*“Skin Irritation”*
**Functionality-Overall**5%
*“it barely works”*
**Leak-Proof**5%
*“They leak”*
**Size-Overall**4%
*“These wipes are small”*
**Durability**4%
*“Breaks too easily”*
**Ease Of Use**2%
*“Difficult to put on”*
**Advertised Vs Actual Product**2%
*“False advertisement”*
**Quality-Overall**1%
*“Not good quality”*
### **Top return reasons **
**Smell**58%
**Advertised Vs Actual Product**9%
**Functionality-Overall**6%
**Size-Overall**6%
**Value For Money**3%
**Defective Material/Parts**3%
**Leak-Proof**2%
**Adhesion/Stickiness**2%
**Product Condition**1%
**Material Quality**1%
## **Common questions**
- **Is lume for men profitable to sell on Amazon United States?**
- The niche generates $9.3M/yr across 68 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is +16.5%. Flapen's verdict: Launch it (69/100).
- **How competitive is the lume for men niche?**
- 2 brands and 45 sellers compete. The top 5 products take 28% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in lume for men?**
- Top complaints mined from reviews: Smell, Value For Money, Allergies. The return rate is 0.7%.
- **What does it cost to enter the lume for men niche?**
- Listings span $6.68–$37.15; the average listing price is $24.36 (sweet spot $15–$100). The average incumbent carries 33,429 reviews — the moat a new listing must climb.
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