shaving cream
Launch itA $13.6M/yr market growing +12.1% this quarter with returns at 0.1% — clears our launch bar.
Market size
Incredible$13.6M$13.6M/yr · 7.4M searches
Conversion
Incredible17.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Price range
Good$1.64–$31.52cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay75%top-5 brand share — brands hold most of the demand
Growth
Okay+12.1%90-day search growth — must beat 0% to launch
Avg price
Okay$10.37avg listing price — sweet spot $15–$100
Review moat
Bad10,305.61avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, shaving cream is a $13.6M/yr Amazon United States market (7.4M searches/yr). The top 5 brands hold 75% of demand. Verdict: Launch it — 62/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
shaving cream market data
- Units sold / yr
- 1.0M–1.0M
- avg 30,000–40,000/product
- Revenue / yr
- $10.4M–$10.4M
- units × avg price
- Conversion rate
- 17.8%
- Avg BSR
- #7
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 71%
- Out of stock
- 0.0%
- Avg brand age
- 86 months
- Avg seller age
- 134 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
15 flat
Sellers
296
Top-5 brand share
75%
Top 20: 100%
Top-5 click share
49%
Top 20: 90%
Open market
19%
- Gillette42%
- Edge14%
- Cremo8%
- Aveeno6%
- NIVEA MEN6%
- Gillette Venus5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +12.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top shaving cream search terms
- shaving cream3.2M/yr
- shaving cream mens1.1M/yr
- shaving gel407K/yr
- shave cream382K/yr
- shave gel300K/yr
- mens shaving cream317K/yr
- edge shaving gel223K/yr
- gillette shaving cream162K/yr
- shaving cream sensitive skin174K/yr
- shave cream for men183K/yr
Top shaving cream 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Gillette Foamy Classic Shave Foam for Men Protection Against Shaving Irritation Quick and Smooth Shave shaving cream 14.9 Oz
Gillette$3.734.8★8,051 rev
Edge Shaving Gel for Men 9.5oz 2 Pack Mens Shave Gel with Aloe Mens Shaving Cream Sensitive Skin Shave Gel - Moisturizes Protects and Soothes
Edge$9.544.7★5,604 rev
Gillette Series 3X Action Shave Gel Sensitive Twin Pack 7 Oz (Pack of 2)
Gillette$6.694.8★29,502 rev
Cremo Sensitive Shave Cream Astonishingly Superior Ultra-Slick Shaving Cream for Men Fights Nicks Cuts and Razor Burn 6 Fl Oz
Cremo$7.864.5★24,522 rev
Aveeno Therapeutic Shave Gel for Women & Men Sensitive Skin Shaving Cream with Prebiotic Oat & Vitamin E Helps Prevent Razor Bumps & Skin Irritation Soothes Dry Skin Fragrance-Free 7 Oz
Aveeno$4.294.7★26,424 rev
Newest
by launch dateGillette Foamy Classic Shave Foam for Men Protection Against Shaving Irritation Quick and Smooth Shave shaving cream 14.9 Oz
Gillette$3.738,051 rev
Gillette Foamy Sensitive Shave Foam for Men Protection Against Shaving Irritation Quick and Smooth Shave sensitive skin shaving cream 14.9oz
Gillette$3.656,571 rev
Edge Shaving Gel for Men 9.5oz 2 Pack Mens Shave Gel with Aloe Mens Shaving Cream Sensitive Skin Shave Gel - Moisturizes Protects and Soothes
Edge$9.545,604 rev
eos Shea Butter Shave Cream - Vanilla Bliss 24H Moisture Hydration 7 fl oz (Pack of 2)
eos$8.524,210 rev
Harrys Shaving Cream for Men with Aloe and Eucalyptus - (2 Pack) 6 oz - Conditions Skin and Softens Facial Hair for Shaving - Safe for Sensitive Skin
Harry's$14.594,701 rev
Trending
90-day click momentum
Barbasol Sensitive Skin Thick and Rich Shaving Cream 10 Ounce Pack of 2
Flywrun$8.474.7★
Gillette Foamy Sensitive Shave Foam for Men Protection Against Shaving Irritation Quick and Smooth Shave sensitive skin shaving cream 14.9oz
Gillette$3.654.8★
Gillette Foamy Shaving Cream Sensitive Skin 11 Ounce (Pack of 12)
Gillette$23.074.8★
Gillette Series 3X Action Shave Gel Moisturizing Twin Pack (7 Ounce Each)
Gillette$7.044.7★
Gillette Satin Care Ultra Sensitive Shave Gel for Women Pack of 2 7oz Each Frangrance Free
Gillette Venus$6.714.8★
What buyers say about shaving cream
What buyers praise and complain about, mined from review topics.What buyers love
“fresh scent”
“Smooth Shave”
“Great deal”
“The quality and price has been consistent”
“This is moisturizing”
“Does what its suppose to”
“It works well”
“Good lather”
“Excellent For the skin”
“No irritation”
What buyers complain about
“Smell not good”
“Defective dispenser”
“Too thick”
“No lather”
“the cans were smaller”
“Overpriced”
“cause a rash”
“Hard to open”
“leaking when I received it”
“Low quality product”
Top return reasons
Common questions
- Is shaving cream profitable to sell on Amazon United States?
- The niche generates $13.6M/yr across 31 tracked products. 90-day search growth is +12.1%. Flapen's verdict: Launch it (62/100).
- How competitive is the shaving cream niche?
- 15 brands and 296 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in shaving cream?
- Top complaints mined from reviews: Smell, Dispensing Mechanism, Thickness. The return rate is 0.1%.
- When does demand for shaving cream peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the shaving cream niche?
- Listings span $1.64–$31.52; the average listing price is $10.37 (sweet spot $15–$100). The average incumbent carries 10,306 reviews — the moat a new listing must climb.