navy blue gel nail polish
Skip itSoft demand (-15.3% this quarter) — this niche doesn't clear our bar today.
Returns
Great1.5%return rate — above 6% kills the launch gate
Conversion
Great8.7%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay$4.22–$23.82cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Market size
Okay$124K$124K/yr · 178K searches
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Avg price
Bad$7.94avg listing price — sweet spot $15–$100
Review moat
Bad14,334.84avg incumbent reviews — the moat a new listing must climb
Growth
Bad-15.3%90-day search growth — must beat 0% to launch
Competition
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
12 flat
Sellers
12
Top-5 brand share
89%
Open market
9%
- beetles Gel Polish40%
- GAOY22%
- Double Rhythm13%
- modelones8%
- MAYCHAO5%
- CANNI2%
- Open — no brand owns it (6 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 25 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Beetles Blue Gel Nail Polish - 15ML Midnight Navy Blue Gel Polish Soak Off LED UV Lamp DIY Decoration Manicure Art Design Salon at Home for Women
beetles Gel Polish$7.564.4★53,698 rev
Beetles Navy Blue Gel Nail Polish - Midnight Ocean 15ML Dark Blue Gel Polish Soak Off UV LED Lamp Nail Art Manicure Salon DIY Home Summer Nails
beetles Gel Polish$6.264.4★53,698 rev
Double Rhythm 15 ML Gel Polish Pure Sheer Same Color Same Bottle Soak Off Gel Polish Art Manicure Salon DIY at Home for Women (Deep Navy Blue-A1457)
Double Rhythm$6.884.4★7,147 rev
GAOY Deep Blue Gel Nail Polish 16ml Soak Off Gel Polish UV Light Cure for Nail Art DIY Manicure at Home 1532 Midnight Blue
GAOY$6.774.4★12,989 rev
GAOY Blue Gel Nail Polish 16ml Soak Off Gel Polish UV Light Cure for Nail Art DIY Manicure at Home 2115 Navy Blue
GAOY$6.484.4★12,989 rev
Newest
by launch date
GAOY Blue Cat Eye Gel Nail Polish Set with Magnet UV Light Cure Needed DIY Manicure at Home 16ml 4374 Out of the Blue
GAOY$7.5164 rev
MEGIOR Navy Blue Gel Nail Polish 0.5 Fl Oz Dark Blue Long Lasting Soak Off UV LED Lamp Light Curing TPO Free Gel Polish Kit for Salon and Nail Art Starter Manicure DIY at Home
MEGIOR$6.8978 rev
Beuxize Dark Blue Gel Polish UV 15ml Navy Blue Gel Nail Polish for Art Starter and Salon Manicure Diy at Home
Beuxize$6.4062 rev
Finenohoory Gel Nail Polish Dark Blue Nails Soak Off UV LED Lamp Curing Long Gel Polish for Art Manicure Salon DIY at Home (8ml)
Finenohoory$4.2225 rev
OPI GelColor Midnight Mantra | Opaque Dark Navy Blue Crme LED Cure Gel Nail Polish | Salon-Quality Shine Long-Lasting Wear | Vegan & HEMA Free | 0.5 Fl Oz
OPI$23.8285 rev
Trending
90-day click momentumFinenohoory Gel Nail Polish Dark Blue Nails Soak Off UV LED Lamp Curing Long Gel Polish for Art Manicure Salon DIY at Home (8ml)
Finenohoory$4.224.7★
GAOY Blue Cat Eye Gel Nail Polish Set with Magnet UV Light Cure Needed DIY Manicure at Home 16ml 4374 Out of the Blue
GAOY$7.514.3★
Beuxize Dark Blue Gel Polish UV 15ml Navy Blue Gel Nail Polish for Art Starter and Salon Manicure Diy at Home
Beuxize$6.404.1★
MEGIOR Navy Blue Gel Nail Polish 0.5 Fl Oz Dark Blue Long Lasting Soak Off UV LED Lamp Light Curing TPO Free Gel Polish Kit for Salon and Nail Art Starter Manicure DIY at Home
MEGIOR$6.894.5★
Beetles Blue Gel Nail Polish - Sapphire Love Color Royal Blue Gel Polish Soak Off UV LED Summer Nails for Manicure Salon DIY Design for Women
beetles Gel Polish$7.094.4★
Demand & seasonality
Weekly Amazon search volume, last 101 weeks — -15.3% search growth over the last 90 days.Peak months: Jan, Oct, Nov · busiest ÷ quietest = 2.4×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“The color is vibrant”
“had a good amount of product”
“Holds up really well though”
“Very easy to use”
“Great value for the price”
“Great color and easy application”
“Nice coverage”
“As Advertised”
“The double rhythm gel polishes they work fairly well”
“Very smooth and easy to apply”
What buyers complain about
“Not as dark as described”
“Very thick”
“they are small”
“It doesnt look like the photo”
“theres a definite learning curve to application”
“Doesn't dry and color doesn't last”
“Still peeled and chipped”
“The bottle top leaks”
“Allergic reaction”
“Will never buy it again a brand that torture animals”