Is nagellack profitable to sell on Amazon Germany?

The niche generates €335K/yr across 69 tracked products. 7 of 11 products launched in the last 360 days are still selling. 90-day search growth is +56.1%. Flapen's verdict: Worth a look (59/100).

How competitive is the nagellack niche?

16 brands and 95 sellers compete. The top 5 products take 28% of clicks and top 5 brands hold 85% of demand.

What do buyers complain about in nagellack?

Top complaints mined from reviews: Haltbarkeit, Lackqualität, Farbe. The return rate is 0.5%.

When does demand for nagellack peak?

Demand peaks in Jun; the busiest month runs 1.7× the quietest.

What does it cost to enter the nagellack niche?

Listings span €0.94–€21.75; the average listing price is €7.11 (sweet spot $15–$100). The average incumbent carries 4,843 reviews — the moat a new listing must climb.

nagellack

Worth a look

Shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Competition

Great28%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Growth

Good+56.1%

90-day search growth — must beat 0% to launch

Market size

Good€335K

€335K/yr · 2.4M searches

Brand share

Okay85%

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

Price range

Okay€0.94–€21.75

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Okay2.0%

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

Review moat

Bad4,843.1

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad€7.11

avg listing price — sweet spot $15–$100

According to Flapen's Amazon Germany niche tracking, nagellack is a €335K/yr Amazon Germany market (2.4M searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Jun. Verdict: Worth a look — 59/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

nagellack market data

Units sold / yr: 50K–60K; avg 250–500/product
Revenue / yr: €356K–€427K; units × avg price
Conversion rate: 2.0%
Avg BSR: #88
Page quality: 0%
Prime: 100%
Sponsored: 75%
Out of stock: 6.5%
Avg brand age: 50 months
Avg seller age: 170 days

Competition & brand share

Clicks spread well past the top 5 (28% combined) — an open shelf where new products get seen.

Brands

16 falling

Sellers

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

28%

Top 20: 60%

Open market

12%

essie65%
Essence Cosmetics10%
Artdeco5%
MAYBELLINE3%
SUPWEE2%
SONGQEE2%
Open — no brand owns it (10 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +56.1% search growth over the last 90 days.

Peak months: Jun · busiest ÷ quietest = 1.7×

Open Trend

Top nagellack search terms

nagellack912K/yr +44.2%1.0% conv.
essie nagellack486K/yr +58.3%1.3% conv.
nagellack schnelltrocknend224K/yr +58.1%1.2% conv.
essie gel couture131K/yr +66.2%2.3% conv.
essence nagellack95K/yr +50.8%2.1% conv.
essie108K/yr +6.8%1.0% conv.
nagellack essie72K/yr +53.7%1.4% conv.
nail polish74K/yr +23.0%0.6% conv.
nagellack essence50K/yr +98.6%2.2% conv.
essie gel nagellack35K/yr +318.8%2.3% conv.

All search terms

Top nagellack products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Gel by Essie Nagellack langanhaltender Nagellack mit glänzendem Finish Professionelle Nagellackfarbe Maniküre ohne UV-Licht & bis zu 15 Tage Halt Farbe: Nr. 485 princess charming Rosa

essie€8.904.5★5,359 rev

Gel by Essie langanhaltender Nagellack Top Coat mit glänzendem Finish Maniküre ohne UV-Licht Professioneller Überlack mit Salon Effekt Gel by essie Farbe: Nr. 00 Transparent 1 x 13 5 ml

essie€8.104.5★5,362 rev

Gel by Essie Nagellack langanhaltender Nagellack mit glänzendem Finish Professionelle Nagellackfarbe Maniküre ohne UV-Licht & bis zu 15 Tage Halt Farbe: Nr. 40 fairy tailor Rosa 1 x 13 5 ml

essie€9.464.5★5,362 rev

Essie Nagellack für farbintensive Fingernägel Nr. 6 ballet slippers Nude 13 5 ml

essie€6.174.2★5,260 rev

Gel by Essie Nagellack langanhaltender Nagellack mit glänzendem Finish Professionelle Nagellackfarbe ohne UV-Licht & bis zu 15 Tage Halt Gel by essie Farbe: Nr. 360 spiked with style Dunkelrot

essie€8.844.5★5,359 rev

Newest

by launch date

Gel by Essie Nagellack langanhaltender Nagellack Professionelle Nagellackfarbe Maniküre ohne UV-Licht & bis zu 15 Tage Halt Liquid Diamonds Kollektion Farbe: Size Me Up 13 5ml

essie€10.73307 rev

3mo ago

Gel by Essie Nagellack langanhaltender Nagellack Professionelle Nagellackfarbe Maniküre ohne UV-Licht & bis zu 15 Tage Halt Liquid Diamonds Kollektion Farbe: Frost Yourself 13 5ml

essie€10.68307 rev

5mo ago

Gel by Essie Nagellack langanhaltender Nagellack Professionelle Nagellackfarbe Maniküre ohne UV-Licht & bis zu 15 Tage Halt Liquid Diamonds Kollektion Farbe: Drip Drip 13 5ml

essie€10.83309 rev

5mo ago

Farbwechsel Nagellack 7Ml Temperaturgesteuerter Nagellack mit Farbtemperaturregelung langanhaltend und schnelltrocknend Air dry Color Change Nail polish für Nageldesign ohne UV-Lampe (Pink)

MrCuvaryas€6.10103 rev

7mo ago

6 PCS Nagellack Set - Schnell trocknend & Langanhaltend Red Shimmer Nagellack - Ungiftiger Farblack auf Wasserbasis Non-Toxic Water Based Nail Polish für DIY Salon Geschenk für Maniküre (BuntA)

MEITREND€9.4178 rev

10mo ago

What buyers say about nagellack

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

What buyers love

Farbe25%

“Nagelhärter Color Strong”

Haltbarkeit11%

“gute Haltbarkeit”

Lackqualität8%

“Nagellacke sind in Ordnung,”

Qualität insgesamt7%

“Super Produkt”

Einfache Anwendung6%

“Ist super easy und schnell aufzutragen”

Helligkeit/Glanz/Glühen5%

“Shine in white natural”

Feucht/Trocken5%

“Gut aufzutragen, trocknet schnell”

Preis-Leistungs-Verhältnis4%

“Top Preisleitung”

beworben Vs Tatsächliches Produkt4%

“Also genau wie auf dem Bild”

Abdeckung4%

“Gute Deckkraft, schönes Set”

What buyers complain about

Haltbarkeit17%

“keine Haltedauer”

Lackqualität9%

“Lack gefiel mir nicht besonders”

Farbe7%

“Pigmentierung: Sehr schlecht - der Lack deckt gar nicht”

Abdeckung5%

“Streifig nicht deckend”

Feucht/Trocken5%

“verkürzt die Trocknungszeit kein Stück.”

Funktionalität insgesamt5%

“Hält nichts von dem was es soll”

Preis-Leistungs-Verhältnis4%

“Etwas sehr teuer”

Qualität insgesamt4%

“Absolut Flop”

Einfache Anwendung3%

“beim auftragen habe ich immer Probleme.”

Stärke3%

“Taugt nix”

Top return reasons

Farbe47%

Lackqualität9%

beworben Vs Tatsächliches Produkt7%

Funktionalität insgesamt6%

Auslaufsicher5%

Qualität insgesamt5%

Gesamtgröße3%

Produktzustand3%

Haltbarkeit3%

Abdeckung2%

Common questions

Is nagellack profitable to sell on Amazon Germany?: The niche generates €335K/yr across 69 tracked products. 7 of 11 products launched in the last 360 days are still selling. 90-day search growth is +56.1%. Flapen's verdict: Worth a look (59/100).
How competitive is the nagellack niche?: 16 brands and 95 sellers compete. The top 5 products take 28% of clicks and top 5 brands hold 85% of demand.
What do buyers complain about in nagellack?: Top complaints mined from reviews: Haltbarkeit, Lackqualität, Farbe. The return rate is 0.5%.
When does demand for nagellack peak?: Demand peaks in Jun; the busiest month runs 1.7× the quietest.
What does it cost to enter the nagellack niche?: Listings span €0.94–€21.75; the average listing price is €7.11 (sweet spot $15–$100). The average incumbent carries 4,843 reviews — the moat a new listing must climb.