Is wella illumina profitable to sell on Amazon Germany?

The niche generates €62K/yr across 15 tracked products. 90-day search growth is +2.8%. Flapen's verdict: Skip it (36/100).

How competitive is the wella illumina niche?

1 brands and 52 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in wella illumina?

Top complaints mined from reviews: Farbe, Eignung für gefärbtes Haar, Funktionalität insgesamt. The return rate is 0.2%.

When does demand for wella illumina peak?

Demand peaks in May–Jun; the busiest month runs 1.9× the quietest.

What does it cost to enter the wella illumina niche?

Listings span €6.96–€16.66; the average listing price is €9.26 (sweet spot $15–$100). The average incumbent carries 1,669 reviews — the moat a new listing must climb.

wella illumina

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

Great7.9%

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

Review moat

Okay1,669

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Okay+2.8%

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

Avg price

Okay€9.26

avg listing price — sweet spot $15–$100

Competition

Bad71%

top-5 click share — a locked-up shelf

Price range

Bad€6.96–€16.66

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

Market size

Bad€62K

€62K/yr · 85K searches

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon Germany niche tracking, wella illumina is a €62K/yr Amazon Germany market (85K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jun. Verdict: Skip it — 36/100.

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

wella illumina market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: €56K–€74K; units × avg price
Conversion rate: 7.9%
Avg BSR: #147
Page quality: 0%
Prime: 87%
Sponsored: 27%
Out of stock: 0.0%
Avg brand age: 72 months
Avg seller age: 186 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

1 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

Wella Professionals100%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.8% search growth over the last 90 days.

Peak months: May, Jun · busiest ÷ quietest = 1.9×

Open Trend

Top wella illumina search terms

wella illumina26K/yr +2.2%0.8% conv.
wella color touch 10/8114K/yr +19.2%9.4% conv.
illumina12K/yr -12.9%0.7% conv.
color touch 10/817K/yr +6.4%10.9% conv.
wella 10/817K/yr +12.0%9.1% conv.
illumina 10/816K/yr -6.8%14.1% conv.
wella illumina 10/817K/yr -10.1%12.0% conv.
10/81 wella color touch4K/yr +8.4%13.0% conv.

All search terms

Top wella illumina 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Wella Professionals Color Touch Rich Naturals Ammoniakfreie vegane Intensivtönung mit Metal Purifier für tiefe natürliche Nuancen bis zu 28 Haarwäschen - 1ß/81 Hell-Lichtblond Perl-Asch - 60 ml

Wella Professionals€8.034.6★277 rev

Wella Professionals Illumina Color Permanente vegane Premium-Haarfarbe - natürliche Farbergebnisse & bis zu 100% Grauabdeckung 10/81 Hell-Lichtblond Perl-Asch - 60 ml

Wella Professionals€8.974.6★2,995 rev

Wella Color Touch 10/81 hell-lichtblond perl-asch (1 x 60 ml)

Wella Professionals€10.594.5★1,221 rev

Wella Professionals Illumina Color Permanente vegane Premium-Haarfarbe - natürliche Farbergebnisse & bis zu 100% Grauabdeckung 7/81 Mittelblond Perl-Asch - 60 ml

Wella Professionals€7.764.6★2,995 rev

Wella Professionals Color Touch Rich Naturals Ammoniakfreie vegane Intensivtönung mit Metal Purifier für tiefe natürliche Nuancen bis zu 28 Haarwäschen - 9/16 Lichtblond Asch-Violett - 60 ml

Wella Professionals€7.544.6★277 rev

Newest

by launch date

Wella Color Touch Rich Naturals 10/81 Sehr Helles Perlmutt Aschblond 60ml - semipermanente Farbe ohne Ammoniak

Wella Professionals€11.1818 rev

1y ago

Wella Professionals Color Touch Rich Naturals Ammoniakfreie vegane Intensivtönung mit Metal Purifier für tiefe natürliche Nuancen bis zu 28 Haarwäschen - 1ß/81 Hell-Lichtblond Perl-Asch - 60 ml

Wella Professionals€8.03277 rev

1y ago

Wella Professionals Color Touch Rich Naturals Ammoniakfreie vegane Intensivtönung mit Metal Purifier für tiefe natürliche Nuancen bis zu 28 Haarwäschen - 9/16 Lichtblond Asch-Violett - 60 ml

Wella Professionals€7.54277 rev

1y ago

Wella Professionals Illumina Color Permanente vegane Premium-Haarfarbe - natürliche Farbergebnisse & bis zu 100% Grauabdeckung 10/81 Hell-Lichtblond Perl-Asch - 60 ml

Wella Professionals€8.972,995 rev

2y ago

Wella Professionals Color Touch demi-permanente Haarfarbe ohne Ammoniak Haarfärbemittel mit bis zu 50 % Grauhaar-Abdeckung Ansatz-Kit inkl. Haarmaske 10/81 Platinum Blonde (130 ml)

Wella Professionals€7.98309 rev

2y ago

What buyers say about wella illumina

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

What buyers love

Farbe43%

“Wella Professionals Color Touch Rich”

Qualität insgesamt23%

“Top Produkt”

beworben Vs Tatsächliches Produkt9%

“Wie Abbildung”

Helligkeit/Glanz/Glühen7%

“Hellt sehr gut auf”

Sicher zu verwenden4%

“Sicher durch den oxi”

Benutzerfreundlichkeit3%

“einfach in der Anwendung”

Abdeckung2%

“gute Grauabdeckung”

Weiches Gefühl2%

“lässt Farbe weich wirken”

Haarstyling1%

“die Haare glänzen”

Eignung für gefärbtes Haar1%

“Für mich eine gute Alternative zum Blondieren”

What buyers complain about

Farbe44%

“Farbe deckt nicht ab”

Eignung für gefärbtes Haar17%

“Gelbe Haare”

Funktionalität insgesamt11%

“Wirkungslos”

Anleitung/Benutzerhandbuch/Fehlerbehebung11%

“Keine richtige Anleitung”

Preis-Leistungs-Verhältnis4%

“leider rausgeschmissenes Geld.”

Symptomreduktion4%

“Leider war überhaupt keine Veränderung sichtbar”

beworben Vs Tatsächliches Produkt4%

“Das Ergebnis entsprach in keiner Weise den Erwartungen oder der Produktbeschreibung”

Top return reasons

Farbe76%

Funktionalität insgesamt6%

beworben Vs Tatsächliches Produkt5%

Gesamtgröße3%

Benutzerfreundlichkeit2%

Haftung/Klebrigkeit2%

Eignung für gefärbtes Haar2%

Kompatibilität – insgesamt2%

Produktzustand1%

Qualität insgesamt1%

Common questions

Is wella illumina profitable to sell on Amazon Germany?: The niche generates €62K/yr across 15 tracked products. 90-day search growth is +2.8%. Flapen's verdict: Skip it (36/100).
How competitive is the wella illumina niche?: 1 brands and 52 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in wella illumina?: Top complaints mined from reviews: Farbe, Eignung für gefärbtes Haar, Funktionalität insgesamt. The return rate is 0.2%.
When does demand for wella illumina peak?: Demand peaks in May–Jun; the busiest month runs 1.9× the quietest.
What does it cost to enter the wella illumina niche?: Listings span €6.96–€16.66; the average listing price is €9.26 (sweet spot $15–$100). The average incumbent carries 1,669 reviews — the moat a new listing must climb.

wella illumina

wella illumina market data

Competition & brand share

Demand & seasonality

Top wella illumina search terms

Top wella illumina products on Amazon

Top sellers

Newest

Trending

What buyers say about wella illumina

What buyers love

What buyers complain about

Top return reasons

Common questions

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