nail polish remover
Launch itA $4.7M/yr market growing +23.7% this quarter with returns at 0.1% — clears our launch bar.
Conversion
Incredible18.0%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Market size
Incredible$4.7M$4.7M/yr · 3.7M searches
Growth
Good+23.7%90-day search growth — must beat 0% to launch
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Bad$7.03avg listing price — sweet spot $15–$100
Review moat
Bad14,391.48avg incumbent reviews — the moat a new listing must climb
Price range
Bad$1.98–$15.58cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
562
Top-5 brand share
82%
Open market
15%
- Cutex55%
- Glamonade9%
- Onyx Professional7%
- GELLEN6%
- NINJA QUEST5%
- Amazon Essentials4%
- Open — no brand owns it (7 brands, 15%)
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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Cutex Strength Shield Nail Polish Remover Leaves Fingernails & Toenails Looking Healthy Contains Vitamins E B5 & Hydrolyzed Silk 6.7 fl oz
Cutex$2.984.8★21,491 rev
Cutex Gel Nail Polish Remover Ultra-Powerful & Removes Glitter and Dark Colored Paints Paraben Free 6.76 Fl Oz
Cutex$2.804.6★51,945 rev
Onyx Professional 100% Pure Acetone Nail Polish Remover Kit with 7 inch Nail File 8 fl oz - Made in USA Maximum-Strength Gel Polish Remover Artificial & Glitter Nail Polish
Onyx Professional$8.724.6★22,756 rev
Glamonade Acetone Nail Polish Remover: Gel Polish Remover for Removal of Regular Nail Polish/Gel/Nail Tips/Glitter Polish | Grape Scent Gel Nail Polish Remover with Easy Push-Down Pump(6.34 Fl Oz)
Glamonade$9.424.4★472 rev
Gellen Nail Polish Remover Non Acetone Nail Polish Removal for Regular Nail Polishes Jasmine Scent Healthy Nail Polish Remover with Easy Push-down Pump 6.09 Fl Oz
GELLEN$7.494.4★1,389 rev
Newest
by launch date
Amazon Essentials Nail Polish Remover Nourishing Acetone-Based Formulated with Panthenol and Vitamin E 6 Fl Oz
Amazon Essentials$1.9846 rev
Amazon Essentials Nail Polish Remover Strengthening Acetone-Based Formula Formulated with Panthenol and Vitamin E 6 Fl Oz
Amazon Essentials$2.0045 rev
Nail Polish Remover Pads - 100 Pack - Non-Acetone - Individually Wrapped Wipes - Gentle Formula - Fingernail Polish Remover - Bulk Value Set for Home Salon & Travel
WGF PROFESSIONAL NAIL CARE$15.58417 rev
Glamonade Acetone Nail Polish Remover: Gel Polish Remover for Removal of Regular Nail Polish/Gel/Nail Tips/Glitter Polish | Grape Scent Gel Nail Polish Remover with Easy Push-Down Pump(6.34 Fl Oz)
Glamonade$9.42472 rev
Onyx Professional 100% Pure Acetone Nail Polish Remover Kit with 7 inch Nail File 8 fl oz - Made in USA Maximum-Strength Gel Polish Remover Artificial & Glitter Nail Polish
Onyx Professional$8.7222,756 rev
Trending
90-day click momentumAmazon Essentials Nail Polish Remover Nourishing Acetone-Based Formulated with Panthenol and Vitamin E 6 Fl Oz
Amazon Essentials$1.984.2★
Amazon Essentials Nail Polish Remover Strengthening Acetone-Based Formula Formulated with Panthenol and Vitamin E 6 Fl Oz
Amazon Essentials$2.004.4★
Nail Polish Remover Pads - 100 Pack - Non-Acetone - Individually Wrapped Wipes - Gentle Formula - Fingernail Polish Remover - Bulk Value Set for Home Salon & Travel
WGF PROFESSIONAL NAIL CARE$15.584.4★
Glamonade Acetone Nail Polish Remover: Gel Polish Remover for Removal of Regular Nail Polish/Gel/Nail Tips/Glitter Polish | Grape Scent Gel Nail Polish Remover with Easy Push-Down Pump(6.34 Fl Oz)
Glamonade$9.424.4★
Cutex Nourishing Nail Polish Remover Leaves Fingernails & Toenails Looking Healthy Contains Vitamins E 10.1 fl oz
Cutex$2.994.8★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +23.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Easy to remove”
“The item works really well”
“Good and affordable”
“Cleans well”
“No strong odor”
“As described”
“WORTH THE PRICE”
“I really like these-they have ample polish remover on them and work well”
“Moisturizing”
“Gentle”
What buyers complain about
“Did not work as expected”
“Smells weird”
“Overpriced”
“The bottle is super small”
“Leaked”
“Some were completely dry”
“a little messy”
“not as described”
“Hard to Open”
“Garbage”