Is williams shaving soap profitable to sell on Amazon United States?

The niche generates $91K/yr across 43 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.4%. Flapen's verdict: Worth a look (56/100).

How competitive is the williams shaving soap niche?

25 brands and 110 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 59% of demand.

What do buyers complain about in williams shaving soap?

Top complaints mined from reviews: Lather, Smell, Size-Overall. The return rate is 0.4%.

When does demand for williams shaving soap peak?

Demand is steady year-round — the busiest month runs 1.7× the quietest.

What does it cost to enter the williams shaving soap niche?

Listings span $4.43–$44.96; the average listing price is $14.27 (sweet spot $15–$100). The average incumbent carries 3,345 reviews — the moat a new listing must climb.

williams shaving soap

Worth a look

Shows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Brand share

Great59%

top-5 brand share — no brand owns this niche

Competition

Great40%

top-5 click share — an open shelf

Conversion

Good6.9%

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

Price range

Good$4.43–$44.96

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

Avg price

Good$14.27

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,345.09

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$91K

$91K/yr · 93K searches

Growth

Bad-5.4%

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

According to Flapen's Amazon United States niche tracking, williams shaving soap is a $91K/yr Amazon United States market (93K searches/yr). The top 5 brands hold 59% of demand. Verdict: Worth a look — 56/100.

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

williams shaving soap market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: $86K–$114K; units × avg price
Conversion rate: 6.9%
Avg BSR: #94
Page quality: 0%
Prime: 95%
Sponsored: 81%
Out of stock: 2.5%
Avg brand age: 103 months
Avg seller age: 158 days

Competition & brand share

Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.

Brands

25 rising

Sellers

110

Top-5 brand share

59%

Top 20: 96%

Top-5 click share

40%

Top 20: 76%

Open market

37%

Viking Revolution24%
Van Der Hagen11%
Gentleman Jon10%
Proraso9%
Duke Cannon Supply Co.5%
Henry Cavendish5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.7×

Open Trend

Top williams shaving soap search terms

shave soap puck21K/yr -20.9%5.4% conv.
shaving soap bar9K/yr +8.7%7.3% conv.
shaving puck8K/yr +6.4%8.3% conv.
williams shaving soap6K/yr -2.5%3.6% conv.
old spice shaving soap5K/yr -7.0%4.4% conv.
shaving mug soap5K/yr -1.9%9.6% conv.
shaving bar soap men5K/yr -11.8%9.4% conv.
shaving bar soap3K/yr +73.0%6.3% conv.
mens shaving soap puck4K/yr +10.5%9.4% conv.
shave soap bar4K/yr -12.8%9.0% conv.

All search terms

Top williams shaving soap 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

Viking Revolution Shaving Soap for Men - Shave Soap for Use with Shaving Brush and Bowl for Smoothest Wet Shave Shaving Soap Puck - 4 Pack Variety Each Pack 2.5oz

Viking Revolution$9.954.6★9,644 rev

Gentleman Jon Sandalwood Shaving Soap for Men - Creates the Perfect Lather - Ideal for Smooth Shaves - Moisturizes & Protects - Elevate Your Grooming with this Classic Shave Essential - 1 pc (2.25 oz)

Gentleman Jon$10.024.6★3,156 rev

Viking Revolution Shaving Soap for Men - Shave Soap for Use with Shaving Brush and Bowl for Smoothest Wet Shave Shaving Soap Puck - 4 Pack Variety Each Pack 2.5oz (Vanilla Bergamot Tobacco Oud)

Viking Revolution$9.924.6★9,644 rev

Proraso Shaving Soap - Eucalyptus Oil & Menthol - Refreshing Shave Soap in a Bowl for All Beard Types - Premium Italian Shaving for Men - 5.2oz

Proraso$11.384.7★19,898 rev

Williams Mug Shaving Soap 1.75 Oz

Williams$44.964.0★364 rev

Newest

by launch date

Duke Cannon Supply Co. Seawolf Mens Soap Puck - 5 oz - Coastal Air + Crisp Citrus Scent - Disc-Shaped Triple-Milled Mens Bar Soap - Hydrating & Deep-Cleansing Bath Bar

Duke Cannon Supply Co.$5.72569 rev

6mo ago

Duke Cannon Supply Co. Palomino Mens Soap Puck - 5 oz - Mahogany + Vanilla Scent - Disc-Shaped Triple-Milled Mens Bar Soap - Hydrating & Deep-Cleansing Bath Bar

Duke Cannon Supply Co.$5.75569 rev

6mo ago

Mens Luxury Scented Shave Soap 3.5 oz PACK 4 Classic Wet Shaving Soap for Safety Razors Rich Lubricating Lather with Premium Scent For use in shave and bath

Generic$21.4324 rev

9mo ago

Megababe Blade Bar | Shaving Bar Enriched with Shea Butter | Hydrating for All Skin Types | 4.4 oz

Megababe$7.92370 rev

2y ago

Viking Revolution Shaving Soap for Men - Shave Soap for Use with Shaving Brush and Bowl for Smoothest Wet Shave Shaving Soap Puck - 4 Pack Variety Each Pack 2.5oz (Vanilla Bergamot Tobacco Oud)

Viking Revolution$9.929,644 rev

2y ago

What buyers say about williams shaving soap

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

What buyers love

Smell23%

“Awesome scent”

Lather23%

“Easy to lather”

Quality-Overall9%

“It's a nice variety”

Value For Money8%

“Decent price”

Soft Feel6%

“Smooth shave”

Cutting/Trimming4%

“Great shave”

Advertised Vs Actual Product2%

“Does what it says”

Durability2%

“it's worked quite well for a long time”

Cleansing2%

“it cleanses perfectly”

Ease Of Use2%

“It also makes a really practical”

What buyers complain about

Lather20%

“It doesn't lather well”

Smell19%

“Overpowering fragrance”

Size-Overall5%

“Smaller than expected”

Value For Money4%

“A little pricey”

Moist/Dry3%

“Felt Dry”

Allergies3%

“so I was a little worried how my skin would react”

Durability3%

“The main negative, especially for a soap called everlasting soap, it seemed run out fairly quickly”

Quality-Overall2%

“All I Can Say Is READ This Review Don't listen to negative feedback”

Ease Of Use2%

“just kinda awkward to use”

Sensitivity-Overall1%

“I also have very sensitive skin”

Top return reasons

Smell32%

Advertised Vs Actual Product15%

Size-Overall13%

Lather8%

Product Condition5%