navy blue nail polish
Skip itPrices mostly outside the sweet spot ($2.21–$16.43) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 6% kills the launch gate
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Conversion
Good6.1%search→purchase rate — share of searches ending in a sale
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Growth
Okay+8.3%90-day search growth — must beat 0% to launch
Market size
Okay$105K$105K/yr · 206K searches
Avg price
Bad$8.36avg listing price — sweet spot $15–$100
Brand share
Bad93%top-5 brand share — brand-locked demand
Review moat
Bad18,941.32avg incumbent reviews — the moat a new listing must climb
Price range
Bad$2.21–$16.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
58
Top-5 brand share
93%
Open market
1%
- OPI33%
- Sally Hansen27%
- OpenLive14%
- essie13%
- beetles Gel Polish6%
- COSMOO5%
- Open — no brand owns it (1 brand, 1%)
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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OPI Nail Lacquer Midnight Mantra | Opaque Dark Blue Crme Chip Resistant Nail Polish | Fast Drying Streak Free
OPI$12.464.6★91,450 rev
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$5.914.5★7,197 rev
Sally Hansen Good. Kind. Pure. Nail Polish | Plant-Based Vegan 16-Free Formula | Opaque Shiny | 365 Blueberry Tart | Navy Blue Nail Color
Sally Hansen$5.134.4★12,920 rev
OpenLive 16.5ml Dark Blue Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$5.754.1★3,684 rev
OpenLive 18ml Blue Nail Polish Large Volume Quick Dry Dark Blue Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$6.964.0★270 rev
Newest
by launch dateOpenLive 18ml Blue Nail Polish Large Volume Quick Dry Dark Blue Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$6.96270 rev
OpenLive 16.5ml Dark Blue Perfume Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$4.76157 rev
OpenLive 16.5ml Dark Blue Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$5.753,684 rev
COSMOO 15ml Deep Blue Quick Dry Nail Polish Black Blue Chip-Resistant Nail Lacquer for Nail Art
COSMOO$7.69687 rev
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$5.917,197 rev
Trending
90-day click momentumOpenLive 16.5ml Dark Blue Perfume Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$4.763.9★
OPI Nail Lacquer Scorpio Seduction | Opaque Dark Blue Shimmer Chip Resistant Nail Polish | Big Zodiac Energy Collection
OPI$12.114.6★
OPI Nail Lacquer Tile Art to Warm Your Heart | Opaque Bright Blue Crme Chip Resistant Nail Polish | Lisbon Collection
OPI$11.984.6★
OpenLive 18ml Blue Nail Polish Large Volume Quick Dry Dark Blue Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift
OpenLive$6.964.0★
Ozzeal Pearl Gel Nail Polish 0.5 Fl Oz Navy Blue Glitter Pearl Gel Nail Polish Sparkle Shimmer Fall Winter for Art DIY Manicure Soak off LED UV
Ozzeal$7.454.1★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +8.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.8×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Pretty Blue”
“a nice finish”
“As described”
“dries quickly”
“Overall, its a great product with just that one drawback”
“Great value”
“Dries super fast”
“Even the smell of the polish is nice :”
“Easy application & dries fast”
“Has a great shine too”
What buyers complain about
“some was darker”
“Not happy used with thin brush”
“it was still wet”
“Bad quality”
“No coverage”
“horrible odor”
“then a majority chipped off within 2 days”
“Too watery”
“very expensive”
“Looks absolutely nothing like the photo”