base coat nail polish
Launch itA $1.7M/yr market growing +1.0% this quarter with returns at 0.9% — clears our launch bar.
Returns
Incredible0.9%return rate — above 6% kills the launch gate
Market size
Great$1.7M$1.7M/yr · 3.1M searches
Competition
Great36%top-5 click share — an open shelf
Price range
Good$3.94–$38.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good5.1%search→purchase rate — share of searches ending in a sale
Avg price
Okay$10.91avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.0%90-day search growth — must beat 0% to launch
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Review moat
Bad7,034.79avg incumbent reviews — the moat a new listing must climb
Competition
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
18 rising
Sellers
78
Top-5 brand share
90%
Open market
9%
- GAOY63%
- beetles Gel Polish11%
- OPI8%
- Sally Hansen5%
- modelones3%
- V Beauty Pure1%
- Open — no brand owns it (12 brands, 9%)
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 57 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
GAOY 42 Pcs Gel Nail Polish Kit Pink White Red Jelly Nude Colors All Seasons Gel Nail Polish Set with Glossy & Matte Top Coat and Base Coat for DIY Manicure at Home
GAOY$36.014.6★1,636 rev
GAOY 16ml 2 Pcs Glassy Gel Top Coat and Base Coat Set No Wipe Foundation Combination for UV Light Cure Nail Polish
GAOY$6.854.6★8,574 rev
GAOY Sheer Light Pink Gel Nail Polish 16ml Jelly Milky White Peach Translucent Color 1352 UV Light Cure Gel Polish for Nail Art DIY Manicure and Pedicure at Home
GAOY$7.784.4★12,989 rev
OPI Natural Nail Base Coat | Nail Polish Base Coat | Protects Nails & Prevents Discoloration
OPI$11.394.7★15,459 rev
Beetles 2 Pcs 15ml No Wipe Gel Top Coat and Base Coat Set - Shine Finish and Long Lasting Soak Off LED Nail Lamp Gel Base Top Coat Stay Lock Shine Duo Finish Nail Art Design Manicure Gifts for Women
beetles Gel Polish$7.364.6★103,342 rev
Newest
by launch date
GAOY Nail Dehydrator and Primer 2 Pcs Acid-Free Natural Nail Prep Dehydrate and Bond Primer Set for Gel Nail Polish
GAOY$7.75283 rev
GAOY Brown Chameleon Cat Eye Gel Nail Polish Kit with Magnet 6 Colors Glitter Holographic Nail Polish Set UV Cure Gel for DIY Manicure at Home Aurora Veil
GAOY$13.71214 rev
GAOY 23 Pcs Gel Nail Polish Set 20 Colors Gel Polish Kit Red Black White Blue Purple with 3 Pcs Soak off Base Glossy Matte Top Coat for Nail Art DIY Manicure at Home
GAOY$11.0399 rev
modelones Gel Nail Polish Top Base Coat Set 15 ML Upgrade Silky Base and Extra Glossy Top Coat Clear No Wipe High Shine Gel Polish Soak Off U V LED Nail Art Home DIY Manicure Gift for Women Beginner
modelones$6.6521,797 rev
GAOY Colored Builder Base 30g with a Brush 4-in-1 Long Lasting Nail Builder Gel Nude Pink Natural Jelly Soak Off UV Light Cure Nail Strengthening Light Pink
GAOY$9.77373 rev
Trending
90-day click momentum
Mens Fashion Polo Shirts Classic Short Sleeve Lightweight Button Cotton T-Shirt Casual Golf Tee Tops with Pocket
Qekoma$23.864.3★
GAOY Colored Builder Base 30g with a Brush 4-in-1 Long Lasting Nail Builder Gel Nude Pink Natural Jelly Soak Off UV Light Cure Nail Strengthening Light Pink
GAOY$9.774.5★
modelones Gel Nail Polish Top Base Coat Set 15 ML Upgrade Silky Base and Extra Glossy Top Coat Clear No Wipe High Shine Gel Polish Soak Off U V LED Nail Art Home DIY Manicure Gift for Women Beginner
modelones$6.654.3★
GAOY Nail Dehydrator and Primer 2 Pcs Acid-Free Natural Nail Prep Dehydrate and Bond Primer Set for Gel Nail Polish
GAOY$7.754.7★
GAOY 60 Pcs Gel Nail Polish Set 55 Colors All Season Gel Polish Kit Red Nude Black White Pink with 5 Pcs Soak off Base Glossy Matte Glitter Top Coat & Builder for Nail Art DIY Manicure at Home
GAOY$25.694.3★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.0% search growth over the last 90 days.Peak months: May, Jun · busiest ÷ quietest = 2.3×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“This kit is excellent quality”
“Colors are as described”
“Good value for money”
“its holding up well”
“Goes on easy”
“High shine”
“Smooth finish”
“Great application”
“As advertised”
“works well with product”
What buyers complain about
“Broke after one use”
“It is garbage level quality”
“Darker than expected”
“Arrived too thick”
“It came dried out”
“Strong smell”
“skin irritation”
“didnt stick well”
“has arrived leaking quite a bit”
“Doesn't work well”