---
title: "blue nail polish — Niche Verdict: Worth a look (57/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/beauty-personal-care/blue-nail-polish"
last_updated: "2026-07-13T22:42:46.888Z"
locale: en
meta:
  description: "blue nail polish shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list."
  "og:description": "blue nail polish shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list."
  "og:title": "blue nail polish — Niche Verdict: Worth a look (57/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **blue nail polish**

**Worth a look**

Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size 46Growth 80Conversion 56Competition 69Returns 96Price range 9Avg price 25Brand share 32Review moat 18Quality gap 63

**Returns**

**Incredible****0.7%**

return rate — above 6% kills the launch gate

**Growth**

**Great****+71.6%**

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

**Competition**

**Good****43%**

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

**Quality gap**

**Good****4.4★**

avg incumbent rating — lower means beatable quality

**Conversion**

**Good****4.8%**

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

**Market size**

**Okay****$246K**

$246K/yr · 586K searches

**Brand share**

**Okay****86%**

top-5 brand share — brands hold most of the demand

**Avg price**

**Okay****$8.83**

avg listing price — sweet spot $15–$100

**Review moat**

**Bad****16,020.59**

avg incumbent reviews — the moat a new listing must climb

**Price range**

**Bad****$1.05–$16.43**

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

## **Competition**

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**14 **▼falling

**Sellers**

**94**

**Top-5 brand share**

**86%**

**Open market**

**11%**

- OPI34% - Sally Hansen23% - essie18% - AZUREBEAUTY7% - beetles Gel Polish5% - Morovan3% - Open — no brand owns it (8 brands, 11%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%4%$10K8%$20K12%$30K16%$39K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 41 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![OPI Nail Lacquer Tile Art to Warm Your Heart | Opaque Bright Blue Crme Chip Resistant Nail Polish | Lisbon Collection](https://m.media-amazon.com/images/I/41StUkk8mwL.jpg)**OPI Nail Lacquer Tile Art to Warm Your Heart | Opaque Bright Blue Crme Chip Resistant Nail Polish | Lisbon Collection**OPI**$11.98**4.6★21,489 rev](https://www.amazon.com/dp/B000NG9ZMU) [2![Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 492 On the Download | Dark Blue Nail Color.](https://m.media-amazon.com/images/I/31fWQykabjL.jpg)**Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 492 On the Download | Dark Blue Nail Color.**Sally Hansen**$5.91**4.5★7,197 rev](https://www.amazon.com/dp/B0CLHKB756) [3![Sally Hansen Hard as Nails Sturdy Sapphire Long Lasting Chip Resistant Semi Opaque Shiny Blue Nail Polish](https://m.media-amazon.com/images/I/315iKSfMkTL.jpg)**Sally Hansen Hard as Nails Sturdy Sapphire Long Lasting Chip Resistant Semi Opaque Shiny Blue Nail Polish**Sally Hansen**$2.21**4.4★28,405 rev](https://www.amazon.com/dp/B005CHEJJY) [4![OPI Nail Lacquer *Verified* | Opaque Bright Blue Crme Chip Resistant Nail Polish Your Way Collection](https://m.media-amazon.com/images/I/31w3fw6m7aL.jpg)**OPI Nail Lacquer *Verified* | Opaque Bright Blue Crme Chip Resistant Nail Polish Your Way Collection**OPI**$11.84**4.6★21,489 rev](https://www.amazon.com/dp/B0CS3RDXYG) [5![essie salon-quality nail polish vegan blue cream tu-lips touch 0.46 fl oz](https://m.media-amazon.com/images/I/31BmSqHWToL.jpg)**essie salon-quality nail polish vegan blue cream tu-lips touch 0.46 fl oz**essie**$6.70**4.4★9,794 rev](https://www.amazon.com/dp/B0CRGCG7LH)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![OPI Nail Lacquer Up Up and Ablaze | Opaque Bright Neutral Blue Crme Chip Resistant Nail Polish x Supergirl Collection](https://m.media-amazon.com/images/I/41W39Asd0WL.jpg)**OPI Nail Lacquer Up Up and Ablaze | Opaque Bright Neutral Blue Crme Chip Resistant Nail Polish x Supergirl Collection**OPI**$11.96**137 rev2mo ago](https://www.amazon.com/dp/B0GWKHMZRD) [![OPI Nail Lacquer Catch a Wave of Happiness | Semi-Sheer Bright Navy-Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection](https://m.media-amazon.com/images/I/41nNongGTfL.jpg)**OPI Nail Lacquer Catch a Wave of Happiness | Semi-Sheer Bright Navy-Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection**OPI**$11.83**262 rev3mo ago](https://www.amazon.com/dp/B0GSGYJ3WZ) [![OPI Nail Lacquer Sea-ze the Day | Opaque Bright Vivid Ocean Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection](https://m.media-amazon.com/images/I/41gHprEKjpL.jpg)**OPI Nail Lacquer Sea-ze the Day | Opaque Bright Vivid Ocean Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection**OPI**$11.44**262 rev3mo ago](https://www.amazon.com/dp/B0GSH5Y4S4) [![AZUREBEAUTY Nail Polish Set Quick Dry Non-Gel Fingernail Polish 4 Colors(Sky Baby Royal Navy Blue) Glossy DIY At-Home Manicure Gift Set for Women](https://m.media-amazon.com/images/I/41zgFxqNopL.jpg)**AZUREBEAUTY Nail Polish Set Quick Dry Non-Gel Fingernail Polish 4 Colors(Sky Baby Royal Navy Blue) Glossy DIY At-Home Manicure Gift Set for Women**AZUREBEAUTY**$9.11**1,403 rev4mo ago](https://www.amazon.com/dp/B0G41G51D1) [![AZUREBEAUTY Navy Blue Nail Polish Quick Dry Long-Lasting Natural Royal Blue Glossy Finish for DIY Manicure & Nail Art Salon Quality for Women 0.34Oz](https://m.media-amazon.com/images/I/414UxF1T0JL.jpg)**AZUREBEAUTY Navy Blue Nail Polish Quick Dry Long-Lasting Natural Royal Blue Glossy Finish for DIY Manicure & Nail Art Salon Quality for Women 0.34Oz**AZUREBEAUTY**$6.66**114 rev5mo ago](https://www.amazon.com/dp/B0G32BX78G)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![OPI Nail Lacquer Up Up and Ablaze | Opaque Bright Neutral Blue Crme Chip Resistant Nail Polish x Supergirl Collection](https://m.media-amazon.com/images/I/41W39Asd0WL.jpg)**OPI Nail Lacquer Up Up and Ablaze | Opaque Bright Neutral Blue Crme Chip Resistant Nail Polish x Supergirl Collection**OPI**$11.96**4.6★**▲ 158%**](https://www.amazon.com/dp/B0GWKHMZRD) [![OPI Nail Lacquer Catch a Wave of Happiness | Semi-Sheer Bright Navy-Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection](https://m.media-amazon.com/images/I/41nNongGTfL.jpg)**OPI Nail Lacquer Catch a Wave of Happiness | Semi-Sheer Bright Navy-Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection**OPI**$11.83**4.0★**▲ 155%**](https://www.amazon.com/dp/B0GSGYJ3WZ) [![OPI Nail Lacquer Sea-ze the Day | Opaque Bright Vivid Ocean Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection](https://m.media-amazon.com/images/I/41gHprEKjpL.jpg)**OPI Nail Lacquer Sea-ze the Day | Opaque Bright Vivid Ocean Blue Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection**OPI**$11.44**4.0★**▲ 152%**](https://www.amazon.com/dp/B0GSH5Y4S4) [![AZUREBEAUTY Nail Polish Set Quick Dry Non-Gel Fingernail Polish 4 Colors(Sky Baby Royal Navy Blue) Glossy DIY At-Home Manicure Gift Set for Women](https://m.media-amazon.com/images/I/41zgFxqNopL.jpg)**AZUREBEAUTY Nail Polish Set Quick Dry Non-Gel Fingernail Polish 4 Colors(Sky Baby Royal Navy Blue) Glossy DIY At-Home Manicure Gift Set for Women**AZUREBEAUTY**$9.11**4.1★**▲ 124%**](https://www.amazon.com/dp/B0G41G51D1) [![AZUREBEAUTY Navy Blue Nail Polish Quick Dry Long-Lasting Natural Royal Blue Glossy Finish for DIY Manicure & Nail Art Salon Quality for Women 0.34Oz](https://m.media-amazon.com/images/I/414UxF1T0JL.jpg)**AZUREBEAUTY Navy Blue Nail Polish Quick Dry Long-Lasting Natural Royal Blue Glossy Finish for DIY Manicure & Nail Art Salon Quality for Women 0.34Oz**AZUREBEAUTY**$6.66**4.2★**▲ 105%**](https://www.amazon.com/dp/B0G32BX78G)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +71.6% search growth over the last 90 days.

25K15KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: May, Jun, Jul · busiest ÷ quietest = 2.8×

## **Reviews**

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

### **What buyers love **

**Color**49%

*“Colors are beautiful”*

**Quality-Overall**4%

*“Great quality”*

**Stitch/Finish/Polish**4%

*“The iridescent finish is absolutely beautiful”*

**Ease Of Application**3%

*“easy to apply”*

**Coverage**3%

*“Covers well”*

**Brightness/Shine/Glow**3%

*“Has a great shine too”*

**Durability**3%

*“Durable”*

**Ease Of Use**2%

*“are easy to remove”*

**Soft Feel**2%

*“goes on smooth”*

**Value For Money**2%

*“Great value”*

### **What buyers complain about **

**Color**31%

*“Darker than expected”*

**Advertised Vs Actual Product**13%

*“Not as described”*

**Thickness**10%

*“come out supper chunky”*

**Quality-Overall**5%

*“Garbage”*

**Moist/Dry**5%

*“Almost dried up”*

**Value For Money**4%

*“Waste of money”*

**Durability**3%

*“It came off the next day :”*

**Smell**2%

*“It smells like burning hair - not good”*

**Coverage**2%

*“No coverage”*

**Ease Of Application**2%

*“applying it is awful”*

### **Top return reasons **

**Color**54%

**Advertised Vs Actual Product**15%

**Functionality-Overall**5%

**Thickness**4%

**Moist/Dry**3%

**Quality-Overall**2%

**Paint Quality**2%

**Leak-Proof**2%

**Adhesion/Stickiness**1%

**Defective Material/Parts**1%