purple nail polish
Worth a lookShows low returns (0.3%), but prices mostly outside the sweet spot ($1.10–$14.43) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 6% kills the launch gate
Competition
Great31%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Growth
Good+26.6%90-day search growth — must beat 0% to launch
Conversion
Good4.0%search→purchase rate — share of searches ending in a sale
Market size
Okay$169K$169K/yr · 494K searches
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Avg price
Bad$8.43avg listing price — sweet spot $15–$100
Review moat
Bad16,010.86avg incumbent reviews — the moat a new listing must climb
Price range
Bad$1.10–$14.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
16 falling
Sellers
93
Top-5 brand share
86%
Open market
12%
- OPI37%
- Sally Hansen23%
- essie18%
- OpenLive5%
- Ozzeal3%
- wet n wild2%
- Open — no brand owns it (10 brands, 12%)
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 44 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 484 Mind Blending | Dark Purple Nail Color
Sally Hansen$5.804.5★7,197 rev
Sally Hansen Hard as Nails Color No Hard Feelings 0.45 Fluid Ounce
Sally Hansen$2.194.4★28,405 rev
essie Nail Polish Salon-Quality Purple Nail Polish Just Chill Vegan Just Chill 0.46 fl oz
essie$8.924.6★13,561 rev
OPI Nail Lacquer Glowin on Vacay | Opaque Electric Cool Violet Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.644.0★262 rev
essie Nail Polish Salon-Quality Purple Nail Polish Vegan Fall 2024 Leather Weather 0.46 fl oz
essie$7.584.5★121 rev
Newest
by launch date
essie Nail Polish Salon-Quality Iridescent Purple Nail Polish Moonlight Ballet Vegan Prima Plum 0.46 fl oz
essie$9.965 rev
OPI Nail Lacquer Glowin on Vacay | Opaque Electric Cool Violet Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.64262 rev
OPI Nail Lacquer Ultra Violet Daze | Semi-Sheer Bright Warm Orchid Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.62262 rev
OPI Infinite Shine Here Plums the Sun | Opaque Soft Warm Plum Purple Crme Long Wear Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$14.43161 rev
OpenLive 16.5ml Light Purple Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$6.00142 rev
Trending
90-day click momentumessie Nail Polish Salon-Quality Iridescent Purple Nail Polish Moonlight Ballet Vegan Prima Plum 0.46 fl oz
essie$9.963.6★
OPI Nail Lacquer Ultra Violet Daze | Semi-Sheer Bright Warm Orchid Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.624.0★
OPI Nail Lacquer Glowin on Vacay | Opaque Electric Cool Violet Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.644.0★
OPI Infinite Shine Here Plums the Sun | Opaque Soft Warm Plum Purple Crme Long Wear Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$14.434.3★
OPI Nail Lacquer Do You Lilac It? | Opaque Bright Purple Crme Chip Resistant Nail Polish | Quick Drying Streak Free
OPI$11.764.6★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +26.6% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 1.7×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Color is pretty”
“It looks like a high-quality kit”
“reasonable price”
“appears to be very durable”
“Nice creme finish”
“very shiny”
“Smooth application”
“True to its Purpose”
“I like that they don't dry up that way”
“It has good coverage”
What buyers complain about
“Darker than the expected”
“The coats didn't go on to thick”
“false advertising”
“Doesnt dry”
“Is a cheap product”
“No shine”
“Does not last”
“What a waste of money”
“the brush was not properly adhered to the top”
“The smell of the polish is horrible”