enamel paint
Skip itA small market ($62K/yr) — this niche doesn't clear our bar today.
Returns
Great1.1%return rate — above 6% kills the launch gate
Avg price
Great$16.10avg listing price — sweet spot $15–$100
Price range
Good$1.67–$36.44cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+6.5%90-day search growth — must beat 0% to launch
Conversion
Okay2.1%search→purchase rate — share of searches ending in a sale
Review moat
Bad5,174.85avg incumbent reviews — the moat a new listing must climb
Brand share
Bad92%top-5 brand share — brand-locked demand
Market size
Bad$62K$62K/yr · 181K searches
Competition
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
93
Top-5 brand share
92%
Open market
6%
- FolkArt38%
- Testors26%
- Nicpro16%
- Rust-Oleum8%
- Pixiss3%
- Alpha 62%
- Open — no brand owns it (3 brands, 6%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
FolkArt Gloss Finish Acrylic Enamel Craft Set Designed for Beginners and Artists Non-Toxic Formula Perfect for Glass and Ceramic Painting 32 Ounce 16 Count (Pack of 1)
FolkArt$36.444.6★5,930 rev
Testors Craft Multi-Surface Enamel Paint Set (9-Bottle) - 1 Each
Testors$24.174.7★439 rev
Nicpro 18 Colors Stained Glass Paint Set 1oz / 30ml Waterproof Acrylic Enamel & Ceramic Glass Painting Kit for Arts on Transparent Wine Glasses Jars Windows with 6 Brushes & 1 Palette Opaque Finish
Nicpro$20.854.5★323 rev
Nicpro 12 Colors Model Paint Set Enamel-Like Gloss Finish 20ml Ready to Use Modeling Acrylic Paints Brush & Airbrush Compatible Miniature Paint Set for on Model Cars Figures Crafts with Thinner
Nicpro$22.824.5★16 rev
FolkArt Enamel Glass & Ceramic Paint in Assorted Colors (2 oz) 4001 Wicker White
FolkArt$2.304.6★2,078 rev
Newest
by launch dateNicpro 12 Colors Model Paint Set Enamel-Like Gloss Finish 20ml Ready to Use Modeling Acrylic Paints Brush & Airbrush Compatible Miniature Paint Set for on Model Cars Figures Crafts with Thinner
Nicpro$22.8216 rev
EZU Acrylic Glass Paint Kit Transparent Stained Glass Paint for Wine Glass Window Ceramic Bottle Non-Toxic Waterproof Acrylic Enamel Painting Set for Adults Beginners(12 Colors / 5.04 Oz)
EZ-U$12.9875 rev
Nicpro 18 Colors Stained Glass Paint Set 1oz / 30ml Waterproof Acrylic Enamel & Ceramic Glass Painting Kit for Arts on Transparent Wine Glasses Jars Windows with 6 Brushes & 1 Palette Opaque Finish
Nicpro$20.85323 rev
Micro-Mark Basic Color Model Paint Set - High-Pigment Colors for Miniatures Models Wargaming & Crafts Smooth Brush & Airbrush Ready Fast-Drying USA Made
Micro-Mark$27.60361 rev
Pixiss Enamel Paint Set 10 Colors 1oz Bottles Gloss Finish Paint for Models Miniatures Crafts Plastic Resin and Wood Hobby Paint Set for Detail Work
Pixiss$19.9524 rev
Trending
90-day click momentum
FolkArt Multi-Surface Acrylic Paint in Assorted Colors (2 oz) 2901 Apple Red
FolkArt$1.674.7★
FolkArt Enamel Glass & Ceramic Paint in Assorted Colors (2 oz) 4118 Yellow Light
FolkArt$2.784.6★
Nicpro 12 Colors Model Paint Set Enamel-Like Gloss Finish 20ml Ready to Use Modeling Acrylic Paints Brush & Airbrush Compatible Miniature Paint Set for on Model Cars Figures Crafts with Thinner
Nicpro$22.824.5★
Rust-Oleum 7792502 Stops Rust Brush On Paint Quart Gloss White (Pack of 1)
Rust-Oleum$17.054.6★
Testors Craft Multi-Surface Enamel Paint Set (9-Bottle) - 1 Each
Testors$24.174.7★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +6.5% search growth over the last 90 days.Peak months: Jan, Feb, Dec · busiest ÷ quietest = 5.2×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Great paint”
“Paint quality was great”
“Colors are pretty”
“Worth the money”
“As advertised”
“Easy to use”
“Worked perfectly to make my granddaughters white boots have a gold sole for her KPop costume at Halloween”
“Good quality enamel”
“Nice and thick”
“Very easy cleanup”
What buyers complain about
“Absolutely horrible paint”
“Not worth the cost”
“didn't have the best adhesion”
“Small”
“a thick consistency”
“one bottle was leaking”
“cant mix the colors when dried”
“still very hard to paint with”
“Not as good as Testors”
“I don't know if I got a set that had been used and returned, or if Folk Art quality control missed these”