---
title: "hair dye — Niche Verdict: Launch it (63/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/beauty-personal-care/hair-dye"
last_updated: "2026-07-14T08:24:48.157Z"
locale: en
meta:
  description: "hair dye clears our launch bar: a $6.3M/yr market growing +1.3% this quarter with returns at 0.8%."
  "og:description": "hair dye clears our launch bar: a $6.3M/yr market growing +1.3% this quarter with returns at 0.8%."
  "og:title": "hair dye — Niche Verdict: Launch it (63/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **hair dye**

**Launch it**

A $6.3M/yr market growing +1.3% this quarter with returns at 0.8% — clears our launch bar.

Market size 99Growth 27Conversion 42Competition 88Returns 96Price range 64Avg price 57Brand share 54Review moat 13Quality gap 53

**Market size**

**Incredible****$6.3M**

$6.3M/yr · 14.4M searches

**Returns**

**Incredible****0.8%**

return rate — above 6% kills the launch gate

**Competition**

**Great****27%**

top-5 click share — an open shelf

**Price range**

**Good****$4.47–$33.85**

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

**Avg price**

**Good****$12.89**

avg listing price — sweet spot $15–$100

**Brand share**

**Good****73%**

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

**Quality gap**

**Good****4.4★**

avg incumbent rating — lower means beatable quality

**Conversion**

**Okay****3.4%**

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

**Growth**

**Okay****+1.3%**

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

**Review moat**

**Bad****26,503.46**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.

**Brands**

**27 **▲rising

**Sellers**

**193**

**Top-5 brand share**

**73%**

**Open market**

**22%**

- L'Oreal Paris33% - Garnier16% - REVLON10% - Clairol7% - Schwarzkopf6% - COLORCHARM6%

## **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%2%$125K4%$250K6%$375K8%$500K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 87 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![LOreal Paris Excellence Crme Permanent Hair Dye Triple Care Hair Color with Hyaluronic Acid for 100% Gray Coverage 4AR Dark Chocolate Brown 1 Kit (Packaging May Vary)](https://m.media-amazon.com/images/I/41SRSwqSoZL.jpg)**LOreal Paris Excellence Crme Permanent Hair Dye Triple Care Hair Color with Hyaluronic Acid for 100% Gray Coverage 4AR Dark Chocolate Brown 1 Kit (Packaging May Vary)**L'Oreal Paris**$11.70**4.6★61,919 rev](https://www.amazon.com/dp/B0013L3XUE) [2![LOreal Paris Feria Multi-Faceted Shimmering Permanent Hair Color B61 Downtown Brown (Hi-Lift Cool Brown) 1 Hair Dye Kit](https://m.media-amazon.com/images/I/51BV0dgoMnL.jpg)**LOreal Paris Feria Multi-Faceted Shimmering Permanent Hair Color B61 Downtown Brown (Hi-Lift Cool Brown) 1 Hair Dye Kit**L'Oreal Paris**$10.43**4.1★2,807 rev](https://www.amazon.com/dp/B000KOU7FE) [3![Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 30 Darkest Brown (Sweet Cola) 2 Count](https://m.media-amazon.com/images/I/51KvRzVRqZL.jpg)**Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 30 Darkest Brown (Sweet Cola) 2 Count**Garnier**$17.57**4.6★42,647 rev](https://www.amazon.com/dp/B07BVWFCMG) [4![Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 10 Black (Licorice) 1 Count](https://m.media-amazon.com/images/I/51oxwxdum4L.jpg)**Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 10 Black (Licorice) 1 Count**Garnier**$8.83**4.6★42,647 rev](https://www.amazon.com/dp/B00008US2X) [5![Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)](https://m.media-amazon.com/images/I/51xTCnbTYFL.jpg)**Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)**REVLON**$15.94**4.7★2,145 rev](https://www.amazon.com/dp/B0DNTXB6BR)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Polar Hair Dye Shampoo | Jet Black Hair Dye Color Shampoo for Gray Coverage](https://m.media-amazon.com/images/I/41WST59HZ+L.jpg)**Polar Hair Dye Shampoo | Jet Black Hair Dye Color Shampoo for Gray Coverage**POLAR HAIR CARE**$33.85**2,198 rev1y ago](https://www.amazon.com/dp/B0F335M3BR) [![COLORCHARM Permanent Cream Hair Color 1N Black 2 oz.](https://m.media-amazon.com/images/I/41OK5VbN1aL.jpg)**COLORCHARM Permanent Cream Hair Color 1N Black 2 oz.**COLORCHARM**$9.20**1,211 rev1y ago](https://www.amazon.com/dp/B0DW51WH27) [![COLORCHARM Permanent Cream Hair Color 4CH Dark Chocolate Brown 2 oz.](https://m.media-amazon.com/images/I/41rMjTAlt4L.jpg)**COLORCHARM Permanent Cream Hair Color 4CH Dark Chocolate Brown 2 oz.**COLORCHARM**$9.10**1,211 rev1y ago](https://www.amazon.com/dp/B0DW5LHQSP) [![Revlon ColorSilk with Bond Repair Complex Brown Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 41 Medium Brown (Pack of 3)](https://m.media-amazon.com/images/I/51j0g5W2pYL.jpg)**Revlon ColorSilk with Bond Repair Complex Brown Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 41 Medium Brown (Pack of 3)**REVLON**$15.49**3,847 rev1y ago](https://www.amazon.com/dp/B0DNTXGMF3) [![Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)](https://m.media-amazon.com/images/I/51xTCnbTYFL.jpg)**Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)**REVLON**$15.94**2,145 rev1y ago](https://www.amazon.com/dp/B0DNTXB6BR)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Clairol Textures & Tones Permanent Hair Dye 5G Caramel Brown Hair Color | Ammonia-Free | Moisture-Rich Formula with Argan and Olive Oil for Brilliant Shine | Pack of 1](https://m.media-amazon.com/images/I/41x5pJk+FLL.jpg)**Clairol Textures & Tones Permanent Hair Dye 5G Caramel Brown Hair Color | Ammonia-Free | Moisture-Rich Formula with Argan and Olive Oil for Brilliant Shine | Pack of 1**Clairol**$5.83**4.4★**▲ 169%**](https://www.amazon.com/dp/B0CP2SXRH1) [![ARCTIC FOX Vegan and Cruelty-Free Semi-Permanent Hair Color Dye (4 Fl Oz AQUAMARINE)](https://m.media-amazon.com/images/I/31ycaZDPyzL.jpg)**ARCTIC FOX Vegan and Cruelty-Free Semi-Permanent Hair Color Dye (4 Fl Oz AQUAMARINE)**ARCTIC FOX**$11.84**4.3★**▲ 145%**](https://www.amazon.com/dp/B0147R9UHU) [![ARCTIC FOX Vegan and Cruelty-Free Semi-Permanent Hair Color Dye (4 Fl Oz VIRGIN PINK)](https://m.media-amazon.com/images/I/31zgtErtdQL.jpg)**ARCTIC FOX Vegan and Cruelty-Free Semi-Permanent Hair Color Dye (4 Fl Oz VIRGIN PINK)**ARCTIC FOX**$11.87**4.3★**▲ 128%**](https://www.amazon.com/dp/B0147R9UFM) [![Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 10 Black (Licorice) 1 Count](https://m.media-amazon.com/images/I/51oxwxdum4L.jpg)**Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 10 Black (Licorice) 1 Count**Garnier**$8.83**4.6★**▲ 114%**](https://www.amazon.com/dp/B00008US2X) [![LOreal Paris Superior Preference Luminous Fade-Defying Permanent Hair Color Hair Dye For Up to 9 Weeks of Radiance Dark Blonde 7 1 Hair Dye Kit](https://m.media-amazon.com/images/I/41iOVAo1SzL.jpg)**LOreal Paris Superior Preference Luminous Fade-Defying Permanent Hair Color Hair Dye For Up to 9 Weeks of Radiance Dark Blonde 7 1 Hair Dye Kit**L'Oreal Paris**$12.40**4.5★**▲ 104%**](https://www.amazon.com/dp/B004C0LX6O)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +1.3% search growth over the last 90 days.

350K250KPrime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.2×

## **Reviews**

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

### **What buyers love **

**Color**24%

*“Color is cute”*

**Quality-Overall**12%

*“Great quality for th cost”*

**Ease Of Use**9%

*“Process is easy”*

**Suitability Colored Hair**6%

*“Good hair color”*

**Coverage**5%

*“Full Coverage”*

**Value For Money**5%

*“Excellent price”*

**Smell**4%

*“Great smell”*

**Soft Feel**3%

*“Leaves hair soft”*

**Advertised Vs Actual Product**3%

*“Exactly what I wanted”*

**Efficiency**3%

*“I was truly impressed with how effective it is”*

### **What buyers complain about **

**Color**24%

*“color not as described”*

**Suitability Colored Hair**10%

*“It is very aggravating to dye your hair”*

**Functionality-Overall**7%

*“Did not work as expected”*

**Allergies**5%

*“Skin irritation”*

**Stain Resistance**4%

*“Stains”*

**Smell**3%

*“Bad Smell”*

**Hair Related**3%

*“It also makes ur hair super hard”*

**Durability**3%

*“It broke down”*

**Value For Money**3%

*“Expensive”*

**Coverage**3%

*“Terrible coverage”*

### **Top return reasons **

**Color**43%

**Suitability Colored Hair**17%

**Advertised Vs Actual Product**8%

**Functionality-Overall**7%

**Leak-Proof**3%

**Coverage**2%

**Value For Money**2%

**Suitability Short Hair**1%

**Defective Material/Parts**1%

**Product Condition**1%