---
title: "nail polish remover — Niche Verdict: Launch it (57/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/beauty-personal-care/nail-polish-remover"
last_updated: "2026-07-14T00:51:58.068Z"
locale: en
meta:
  description: "nail polish remover clears our launch bar: a $4.7M/yr market growing +23.7% this quarter with returns at 0.1%."
  "og:description": "nail polish remover clears our launch bar: a $4.7M/yr market growing +23.7% this quarter with returns at 0.1%."
  "og:title": "nail polish remover — Niche Verdict: Launch it (57/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **nail polish remover**

**Launch it**

A $4.7M/yr market growing +23.7% this quarter with returns at 0.1% — clears our launch bar.

Market size 97Growth 52Conversion 99Competition 37Returns 99Price range 4Avg price 20Brand share 39Review moat 19Quality gap 33

**Conversion**

**Incredible****18.0%**

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

**Returns**

**Incredible****0.1%**

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**

**Okay****82%**

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

**Competition**

**Okay****63%**

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

**Quality gap**

**Okay****4.5★**

avg incumbent rating — lower means beatable quality

**Avg price**

**Bad****$7.03**

avg listing price — sweet spot $15–$100

**Review moat**

**Bad****14,391.48**

avg incumbent reviews — the moat a new listing must climb

**Price range**

**Bad****$1.98–$15.58**

cheapest 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.

0%10%$474K20%$949K30%$1.4M40%$1.9M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 21 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Cutex Strength Shield Nail Polish Remover Leaves Fingernails & Toenails Looking Healthy Contains Vitamins E B5 & Hydrolyzed Silk 6.7 fl oz](https://m.media-amazon.com/images/I/41N9dQLi8CL.jpg)**Cutex Strength Shield Nail Polish Remover Leaves Fingernails & Toenails Looking Healthy Contains Vitamins E B5 & Hydrolyzed Silk 6.7 fl oz**Cutex**$2.98**4.8★21,491 rev](https://www.amazon.com/dp/B06XB43LPM) [2![Cutex Gel Nail Polish Remover Ultra-Powerful & Removes Glitter and Dark Colored Paints Paraben Free 6.76 Fl Oz](https://m.media-amazon.com/images/I/414qTr4G9RL.jpg)**Cutex Gel Nail Polish Remover Ultra-Powerful & Removes Glitter and Dark Colored Paints Paraben Free 6.76 Fl Oz**Cutex**$2.80**4.6★51,945 rev](https://www.amazon.com/dp/B06XBBS1WP) [3![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](https://m.media-amazon.com/images/I/31lt5dWfA8L.jpg)**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**$8.72**4.6★22,756 rev](https://www.amazon.com/dp/B0F5X2SFQ5) [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)](https://m.media-amazon.com/images/I/31klxoJvqsL.jpg)**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**$9.42**4.4★472 rev](https://www.amazon.com/dp/B0FQNNQPX1) [5![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](https://m.media-amazon.com/images/I/41dJwAvhgCL.jpg)**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**$7.49**4.4★1,389 rev](https://www.amazon.com/dp/B0DJM1165R)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Amazon Essentials Nail Polish Remover Nourishing Acetone-Based Formulated with Panthenol and Vitamin E 6 Fl Oz](https://m.media-amazon.com/images/I/316NsNFv1ML.jpg)**Amazon Essentials Nail Polish Remover Nourishing Acetone-Based Formulated with Panthenol and Vitamin E 6 Fl Oz**Amazon Essentials**$1.98**46 rev1mo ago](https://www.amazon.com/dp/B0F3HTD4S8) [![Amazon Essentials Nail Polish Remover Strengthening Acetone-Based Formula Formulated with Panthenol and Vitamin E 6 Fl Oz](https://m.media-amazon.com/images/I/31mDwFwjSPL.jpg)**Amazon Essentials Nail Polish Remover Strengthening Acetone-Based Formula Formulated with Panthenol and Vitamin E 6 Fl Oz**Amazon Essentials**$2.00**45 rev2mo ago](https://www.amazon.com/dp/B0F3HN7B94) [![Nail Polish Remover Pads - 100 Pack - Non-Acetone - Individually Wrapped Wipes - Gentle Formula - Fingernail Polish Remover - Bulk Value Set for Home Salon & Travel](https://m.media-amazon.com/images/I/51eyWGHOJIL.jpg)**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**$15.58**417 rev7mo ago](https://www.amazon.com/dp/B0G4ZM6F2T) [![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)](https://m.media-amazon.com/images/I/31klxoJvqsL.jpg)**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**$9.42**472 rev10mo ago](https://www.amazon.com/dp/B0FQNNQPX1) [![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](https://m.media-amazon.com/images/I/31lt5dWfA8L.jpg)**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**$8.72**22,756 rev1y ago](https://www.amazon.com/dp/B0F5X2SFQ5)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Amazon Essentials Nail Polish Remover Nourishing Acetone-Based Formulated with Panthenol and Vitamin E 6 Fl Oz](https://m.media-amazon.com/images/I/316NsNFv1ML.jpg)**Amazon Essentials Nail Polish Remover Nourishing Acetone-Based Formulated with Panthenol and Vitamin E 6 Fl Oz**Amazon Essentials**$1.98**4.2★**▲ 260%**](https://www.amazon.com/dp/B0F3HTD4S8) [![Amazon Essentials Nail Polish Remover Strengthening Acetone-Based Formula Formulated with Panthenol and Vitamin E 6 Fl Oz](https://m.media-amazon.com/images/I/31mDwFwjSPL.jpg)**Amazon Essentials Nail Polish Remover Strengthening Acetone-Based Formula Formulated with Panthenol and Vitamin E 6 Fl Oz**Amazon Essentials**$2.00**4.4★**▲ 255%**](https://www.amazon.com/dp/B0F3HN7B94) [![Nail Polish Remover Pads - 100 Pack - Non-Acetone - Individually Wrapped Wipes - Gentle Formula - Fingernail Polish Remover - Bulk Value Set for Home Salon & Travel](https://m.media-amazon.com/images/I/51eyWGHOJIL.jpg)**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**$15.58**4.4★**▲ 204%**](https://www.amazon.com/dp/B0G4ZM6F2T) [![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)](https://m.media-amazon.com/images/I/31klxoJvqsL.jpg)**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**$9.42**4.4★**▲ 121%**](https://www.amazon.com/dp/B0FQNNQPX1) [![Cutex Nourishing Nail Polish Remover Leaves Fingernails & Toenails Looking Healthy Contains Vitamins E 10.1 fl oz](https://m.media-amazon.com/images/I/41ZVKDFU0wL.jpg)**Cutex Nourishing Nail Polish Remover Leaves Fingernails & Toenails Looking Healthy Contains Vitamins E 10.1 fl oz**Cutex**$2.99**4.8★**▲ 93%**](https://www.amazon.com/dp/B09FX9Y7CZ)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — +23.7% search growth over the last 90 days.

100K60KPrime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

## **Reviews**

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

### **What buyers love **

**Ease Of Use**15%

*“Easy to remove”*

**Efficiency**14%

*“The item works really well”*

**Quality-Overall**13%

*“Good and affordable”*

**Ease Of Cleaning**11%

*“Cleans well”*

**Smell**9%

*“No strong odor”*

**Advertised Vs Actual Product**7%

*“As described”*

**Value For Money**7%

*“WORTH THE PRICE”*

**Stitch/Finish/Polish**2%

*“I really like these-they have ample polish remover on them and work well”*

**Moist/Dry**2%

*“Moisturizing”*

**Soft Feel**1%

*“Gentle”*

### **What buyers complain about **

**Functionality-Overall**22%

*“Did not work as expected”*

**Smell**13%

*“Smells weird”*

**Value For Money**8%

*“Overpriced”*

**Size-Overall**7%

*“The bottle is super small”*

**Leak-Proof**6%

*“Leaked”*

**Moist/Dry**6%

*“Some were completely dry”*

**Ease Of Cleaning**5%

*“a little messy”*

**Advertised Vs Actual Product**3%

*“not as described”*

**Ease Of Use**2%

*“Hard to Open”*

**Quality-Overall**2%

*“Garbage”*

### **Top return reasons **

**Functionality-Overall**30%

**Smell**17%

**Advertised Vs Actual Product**12%

**Leak-Proof**12%

**Value For Money**5%

**Size-Overall**5%

**Defective Material/Parts**3%

**Moist/Dry**3%

**Motor Power**1%

**Strength**1%