Is wella haarfarbe profitable to sell on Amazon Germany?

The niche generates €359K/yr across 16 tracked products. 90-day search growth is +1.6%. Flapen's verdict: Skip it (40/100).

How competitive is the wella haarfarbe niche?

5 brands and 73 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in wella haarfarbe?

Top complaints mined from reviews: Qualität insgesamt, Defekt Material/Teile, Farbe. The return rate is 0.2%.

When does demand for wella haarfarbe peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the wella haarfarbe niche?

Listings span €2.52–€12.41; the average listing price is €7.32 (sweet spot $15–$100). The average incumbent carries 6,058 reviews — the moat a new listing must climb.

wella haarfarbe

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Great11.7%

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

Market size

Good€359K

€359K/yr · 419K searches

Competition

Okay66%

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

Growth

Okay+1.6%

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

Review moat

Bad6,058.31

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Avg price

Bad€7.32

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad€2.52–€12.41

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

According to Flapen's Amazon Germany niche tracking, wella haarfarbe is a €359K/yr Amazon Germany market (419K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 40/100.

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

wella haarfarbe market data

Units sold / yr: 50K–60K; avg 2,500–3,000/product
Revenue / yr: €366K–€439K; units × avg price
Conversion rate: 11.7%
Avg BSR: #20
Page quality: 0%
Prime: 94%
Sponsored: 69%
Out of stock: 0.0%
Avg brand age: 81 months
Avg seller age: 181 days

Competition & brand share

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

Wella Professionals84%
Valquer Laboratorios9%
COMAIR GERMANY4%
K KLEMERLAIN2%
HERRLAN PSM1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +1.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top wella haarfarbe search terms

wella haarfarbe60K/yr +19.0%0.6% conv.
wasserstoffperoxid 6 prozent55K/yr -8.1%9.4% conv.
welloxon perfect 6 prozent46K/yr -7.8%23.4% conv.
wella koleston37K/yr +1.1%0.9% conv.
oxidant 6 prozent35K/yr -6.3%13.0% conv.
entwickler 6 prozent23K/yr +7.5%12.9% conv.
6% oxidant24K/yr +1.9%18.8% conv.
koleston16K/yr +5.3%1.0% conv.
wella 6%16K/yr +3.3%23.0% conv.
koleston perfect12K/yr +51.6%0.7% conv.

All search terms

Top wella haarfarbe 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

WELLA Welloxon Perfect 6% KP Me+ 1000 ml

Wella Professionals€9.864.8★10,215 rev

Wella Professionals Welloxon Perfect Entwickler 6% Wasserstoffperoxid für Haarfarbe & Tönung Oxidant für Koleston Illumina & Magma 1L

Wella Professionals€10.044.7★1,739 rev

VALQUER Wasserstoffperoxid 20 Vol. 6% Stabilisierte Creme | Oxidationsmittel Entwickler für dauerhafte Haarfärbung und -bleichung | Mit Inhaltsstoffen natürlichen Ursprungs | Professionell | 1 L

Valquer Laboratorios€4.444.6★10,318 rev

Wella Professionals Koleston Perfect Pure Naturals - Permanente Haarfarbe - Professionelle Coloration mit bis zu 100% Grauabdeckung & Me+ Farbtechnologie 5/00 Hellbraun Natur Intensiv 60ml

Wella Professionals€7.304.7★10,545 rev

Wella Professionals Koleston Perfect Pure Naturals - Permanente Haarfarbe - Professionelle Coloration mit bis zu 100% Grauabdeckung & Me+ Farbtechnologie 3/0 Dunkelbraun 60ml

Wella Professionals€6.524.7★10,551 rev

Newest

by launch date

HERRLAN Wasserstoffperoxid 6% stabilisiert 1 Liter - FOOD GRADE HO Lösung - Für Wasserpflege Reinigung & technische Anwendungen - BAuA N-121128 - Made in Germany - MHD 12 Monate

HERRLAN PSM€12.41127 rev

1y ago

Wella Professionals Welloxon Perfect Entwickler 6% Wasserstoffperoxid für Haarfarbe & Tönung Oxidant für Koleston Illumina & Magma 1L

Wella Professionals€10.041,739 rev

3y ago

KLEMERLAIN Oxidationsmittel Creme 20Vol 6% | Premium Stabilisierte Entwickler mit Arganöl für Permanente Haarfärbung & Blondierung | Vegane Formel mit Osmosewasser | Professionell | 1L

K KLEMERLAIN€7.511,651 rev

4y ago

VALQUER Wasserstoffperoxid 20 Vol. 6% Stabilisierte Creme | Oxidationsmittel Entwickler für dauerhafte Haarfärbung und -bleichung | Mit Inhaltsstoffen natürlichen Ursprungs | Professionell | 1 L

Valquer Laboratorios€4.4410,318 rev

6y ago

2er Wasserstoffperoxid Oxidant Welloxon Perfect 6% H2O2 Wella Professionals 60 ml

Wella Professionals€5.63563 rev

7y ago

What buyers say about wella haarfarbe

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

What buyers love

Qualität insgesamt39%

“Super Produkt”

beworben Vs Tatsächliches Produkt13%

“Wie erwartet”

Preis-Leistungs-Verhältnis10%

“Tolles Angebot”

Farbe10%

“Gute Farbe”

Benutzerfreundlichkeit6%

“Einfache Handhabung macht was es soll”

Gesamtgröße4%

“Passt”

Textur/Konsistenz – insgesamt4%

“Perfekte Konsistenz, so wie es sein soll”

Eignung für gefärbtes Haar4%

“Super Blaushampoo ❤️ Super Blaushampoo - gleicht den Gelbstich vom blondieren nach 2- 3 Anwendungen toll aus”

Antioxidans3%

“Oxidant 6% Super”

Helligkeit/Glanz/Glühen1%

“Aufheller”

What buyers complain about

Qualität insgesamt21%

“Das ist sehr teuer nicht heute Qualität”

Defekt Material/Teile14%

“der Inhalt/der Behälter war kaputt”

Farbe11%

“Nach einer viel zu langen Weile bin ich blau gewesen und fast hätt ich’s drin gelassen um länger etwas von der Farbe zu haben,”

Gesamtgröße11%

“Ganz gross”

Eignung für gefärbtes Haar7%

“Jedenfalls hab ich nun erneut meine Ansätze gefârbt und die Haare sind trotz halber Std. Einwirkzeit nicht so”

Benutzerfreundlichkeit7%

“Sehr schade und unnötig umständlich”

Preis-Leistungs-Verhältnis7%

“Preis auch steigend”

Funktionalität insgesamt7%

“Hat bei mir nicht funktioniert”

Abdeckung7%

“Habe die perfekte Abdeckung leider noch nicht gefunden”

Top return reasons

Farbe47%

Funktionalität insgesamt8%

Gesamtgröße8%

beworben Vs Tatsächliches Produkt7%

Qualität insgesamt5%

Eignung für gefärbtes Haar4%

Haltbarkeit4%

Kompatibilität – insgesamt4%

Benutzerfreundlichkeit2%

Eignung für kurzes Haar2%

Common questions

Is wella haarfarbe profitable to sell on Amazon Germany?: The niche generates €359K/yr across 16 tracked products. 90-day search growth is +1.6%. Flapen's verdict: Skip it (40/100).
How competitive is the wella haarfarbe niche?: 5 brands and 73 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in wella haarfarbe?: Top complaints mined from reviews: Qualität insgesamt, Defekt Material/Teile, Farbe. The return rate is 0.2%.
When does demand for wella haarfarbe peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the wella haarfarbe niche?: Listings span €2.52–€12.41; the average listing price is €7.32 (sweet spot $15–$100). The average incumbent carries 6,058 reviews — the moat a new listing must climb.