Is refillable deodorant profitable to sell on Amazon United States?

The niche generates $95K/yr across 28 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is +14.9%. Flapen's verdict: Skip it (48/100).

How competitive is the refillable deodorant niche?

8 brands and 186 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in refillable deodorant?

Top complaints mined from reviews: Smell, Value For Money, Durability. The return rate is 0.2%.

When does demand for refillable deodorant peak?

Demand peaks in Aug; the busiest month runs 1.9× the quietest.

What does it cost to enter the refillable deodorant niche?

Listings span $1.57–$33.71; the average listing price is $9.38 (sweet spot $15–$100). The average incumbent carries 2,411 reviews — the moat a new listing must climb.

refillable deodorant

Skip it

Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Great7.3%

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

Competition

Good49%

top-5 click share — leaders hold, buyers still browse

Price range

Good$1.57–$33.71

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

Growth

Okay+14.9%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,411.11

avg incumbent reviews — the moat a new listing must climb

Avg price

Okay$9.38

avg listing price — sweet spot $15–$100

Market size

Bad$95K

$95K/yr · 138K searches

Brand share

Bad96%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, refillable deodorant is a $95K/yr Amazon United States market (138K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Aug. Verdict: Skip it — 48/100.

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

refillable deodorant market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: $94K–$117K; units × avg price
Conversion rate: 7.3%
Avg BSR: #287
Page quality: 0%
Prime: 100%
Sponsored: 32%
Out of stock: 0.0%
Avg brand age: 60 months
Avg seller age: 128 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 rising

Sellers

186

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

49%

Top 20: 92%

Open market

Old Spice81%
Secret9%
Handy Solutions2%
Convenience Kits International2%
TINI2%
Dove2%
Open — no brand owns it (2 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +14.9% search growth over the last 90 days.

Peak months: Aug · busiest ÷ quietest = 1.9×

Open Trend

Top refillable deodorant search terms

old spice travel size29K/yr +0.5%5.8% conv.
old spice travel size deodorant11K/yr +57.5%7.9% conv.
travel size old spice deodorant17K/yr +17.6%6.9% conv.
travel size aluminum free deodorant8K/yr +28.8%3.3% conv.
travel deodorant aluminum free10K/yr +6.7%4.4% conv.
travel size deodorant aluminum free8K/yr +21.6%4.1% conv.
travel size old spice8K/yr +24.7%7.5% conv.
old spice deodorant travel size7K/yr +27.6%6.5% conv.
travel deodorant old spice7K/yr +12.2%8.1% conv.
mini old spice deodorant5K/yr +78.1%5.5% conv.

All search terms

Top refillable deodorant 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Old Spice Antiperspirant Deodorant for Men 24/7 Sweat & Odor Protection 24/7 Lasting Freshness Invisible Solid Swagger with Cedarwood Scent Trial Size 0.5 oz

Old Spice$1.574.3★686 rev

Old Spice High Endurance Antiperspirant Deodorant Pure Sport Travel Size 0.5 Ounce (Pack of 6)

Old Spice$10.324.6★10,390 rev

Old Spice High Endurance Anti-Perspirant Deodorant for Men Pure Sport Scent .5 oz

Old Spice$4.014.4★146 rev

Old Spice Refreshing Body Wash for Men 3X Defense 24/7 Shower Fresh with Long Lasting Scent Travel Size Red Collection Swagger with Cedarwood Scent 3 fl oz

Old Spice$2.064.8★7,865 rev

Old Spice Ap/Deo I.S. Tri Size .5 Oz Old Spice Ap/Deo I.S. Trial Ps .5 Oz

Old Spice$5.164.4★66 rev

Newest

by launch date

Old Spice Swagger Antiperspirant Deodorant for Men 6 Pack Invisible Solid Red Collection Cedarwood Long lasting Scent 24 Hour Sweat and Odor Protection Mini Travel Size 0.5oz

Old Spice$10.850 rev

3mo ago

Old Spice Aluminum Free Deodorant for Men Old Spice x The Super Mario Galaxy Movie 24/7 Lasting Freshness Lasting Odor Protection Smell Super with Cosmic Quest Star Showers Scent 3.0 oz

Old Spice$8.411,410 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

Tini Naturals Mini Travel Size Deodorant Unisex Aluminum Free Deodorant with Coconut Oil & Shea Butter 0.4 oz Single Spring Meadow Scent

TINI$7.20135 rev

10mo ago

Old Spice Fiji Antiperspirant Deodorant for Men 6 Pack Palm Tree and Coconut Long lasting Scent 24/7 Sweat and Odor Protection Mini Travel Size 0.5oz

Old Spice$13.649 rev

1y ago

What buyers say about refillable deodorant

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

What buyers love

Smell46%

“Fresh scent”

Size-Overall8%

“perfect size”

Quality-Overall7%

“Excellent quality”

Value For Money4%

“Good Price”

Efficiency3%

“Effective”

Allergies3%

“No skin irritation”

Advertised Vs Actual Product3%

“Exactly what I wanted”

Durability3%

“lasts all day as expected”

Moist/Dry3%

“It dries very quickly”

Ease Of Use2%

“easy to use”

What buyers complain about

Smell25%

“Very strong smell”

Value For Money8%

“Waste of money”

Durability7%

“Doesn't last”

Size-Overall6%

“also size is too large”

Functionality-Overall5%

“Didn't work for me”

Allergies5%

“Terrible rash”

Ease Of Use2%

“Crazy hard to open”

Advertised Vs Actual Product2%

“Item not the same as described”

Moist/Dry2%

“Goes on dry”

Quality-Overall2%

“Junk”

Top return reasons

Smell37%

Advertised Vs Actual Product17%

Size-Overall10%

Functionality-Overall8%

Value For Money4%

Defective Material/Parts3%

Leak-Proof3%

Product Condition3%

Color3%

Adhesion/Stickiness3%

Common questions

Is refillable deodorant profitable to sell on Amazon United States?: The niche generates $95K/yr across 28 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is +14.9%. Flapen's verdict: Skip it (48/100).
How competitive is the refillable deodorant niche?: 8 brands and 186 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 96% of demand.
What do buyers complain about in refillable deodorant?: Top complaints mined from reviews: Smell, Value For Money, Durability. The return rate is 0.2%.
When does demand for refillable deodorant peak?: Demand peaks in Aug; the busiest month runs 1.9× the quietest.
What does it cost to enter the refillable deodorant niche?: Listings span $1.57–$33.71; the average listing price is $9.38 (sweet spot $15–$100). The average incumbent carries 2,411 reviews — the moat a new listing must climb.