blue nail polish
Worth a lookShows low returns (0.2%), but prices mostly outside the sweet spot ($2.72–$6.70) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Growth
Great+76.4%90-day search growth — must beat 0% to launch
Conversion
Great7.3%search→purchase rate — share of searches ending in a sale
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Review moat
Bad16,856.48avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£3.91avg listing price — sweet spot $15–$100
Market size
Bad£31K£31K/yr · 107K searches
Price range
Bad£2.72–£6.70cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, blue nail polish is a £31K/yr Amazon United Kingdom market (107K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Jun–Jul–Aug. Verdict: Worth a look — 52/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
blue nail polish market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £31K–£39K
- units × avg price
- Conversion rate
- 7.3%
- Avg BSR
- #231
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 39%
- Out of stock
- 7.2%
- Avg brand age
- 45 months
- Avg seller age
- 151 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
74
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
58%
Top 20: 96%
Open market
16%
- Rimmel46%
- Maybelline14%
- essie9%
- Sally Hansen8%
- Maggikey4%
- Barry M4%
- Open — no brand owns it (8 brands, 16%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +76.4% search growth over the last 90 days.Peak months: Jun, Jul, Aug · busiest ÷ quietest = 2.4×
Top blue nail polish search terms
- blue nail polish67K/yr
- blue nail varnish22K/yr
- nail polish blue9K/yr
- royal blue nail polish5K/yr
- blue nail varnish quick dry4K/yr
Top blue nail polish 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.
All 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£3.054.4★78,935 rev
Maybelline Color Show 661 Ocean Blue Nail Polish 6.7 ml
Maybelline£2.724.4★11,827 rev
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£3.024.4★78,935 rev
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£3.294.4★78,935 rev
Sally Hansen Insta-Dri Nail Polish Up in the Clouds 60 Seconds Quick Drying Long Lasting Streak Free Shiny Finish 3-in-1 Formula Built in Base and Top Coat 9.17ml
Sally Hansen£4.104.2★21,155 rev
Newest
by launch date
Blue Glitter Nail Polish Nail Varnish Quick Dry Water Based High Shine Dark Blue Nail Polish Long Lasting Sparkly Shimmer Glitter Nail Varnish No UV Lamp Needed for Home Manicure
Shengqialun£4.533 rev
Light Blue Nail Polish - 10ml Vegan Nail Polish - Baby Blue Nail Varnish Quick Dry - Long Lasting Breathable Nail Varnish - Chip Resistant No UV Light Needed for Women Nail Art
Wowstic£5.177 rev
PEACECOLOR Gel Nail Polish - 10ML High Glossy Blue Colour Soak Off U V/LED Long Lasting & Easy to Apply Gel Polish Professional Salon-Grade and DIY Nail Art for Home
PEACECOLOR£2.8524 rev
JODSONE 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
JODSONE£3.972,266 rev
Blue Nail Polish - Iridescent Holographic Nail Polish - Blue Glitter Nail Varnish Rainbow Effect - Air Quick Dry Nail Varnish - Super Sparkly Laser Nail Art Paint For Women Nail DIY
HERBINSOLS£4.5913 rev
Trending
90-day click momentumBlue Glitter Nail Polish Nail Varnish Quick Dry Water Based High Shine Dark Blue Nail Polish Long Lasting Sparkly Shimmer Glitter Nail Varnish No UV Lamp Needed for Home Manicure
Shengqialun£4.532.6★
Light Blue Nail Polish - 10ml Vegan Nail Polish - Baby Blue Nail Varnish Quick Dry - Long Lasting Breathable Nail Varnish - Chip Resistant No UV Light Needed for Women Nail Art
Wowstic£5.172.8★
Maybelline Color Show Nail Polish Number 52 Its A Boy
Maybelline£2.994.4★
Blue Nail Polish - Pearl Blue Nail Varnish - Quick Dry Royal Chrome Nail Polish - Highly Glossy & Long Lasting Glitter Nail Varnish - Reflective Shimmer Nail Lacquer for Manicure Salon
HUAIAN£3.994.0★
essie Original Nail Polish In a rich cobalt blue Shade 906 Push Play 13.5ml
essie£4.624.4★
What buyers say about blue nail polish
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful colour”
“Does dry quickly”
“As described”
“Excellent value”
“Beautiful colour stays put for ages”
“Nice to apply”
“Bright, quick dry”
“the smell is very strong”
“Goes onto my nails easily”
“Good product”
What buyers complain about
“it looks much more green”
“Overall, I would not recommend this product due to the inaccurate color and low quality”
“The nail polish is very disappointing”
“the second coat kept smudging it took too long to dry”
“im very disappointed with how thin it is”
“Flimsy”
“watery”
“which is very misleading”
“Not scent free”
“Varnish doesn't even last 24hrs”
Top return reasons
Common questions
- Is blue nail polish profitable to sell on Amazon United Kingdom?
- The niche generates £31K/yr across 23 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +76.4%. Flapen's verdict: Worth a look (52/100).
- How competitive is the blue nail polish niche?
- 14 brands and 74 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in blue nail polish?
- Top complaints mined from reviews: Color, Quality-Overall, Paint Quality. The return rate is 0.2%.
- When does demand for blue nail polish peak?
- Demand peaks in Jun–Jul–Aug; the busiest month runs 2.4× the quietest.
- What does it cost to enter the blue nail polish niche?
- Listings span £2.72–£6.70; the average listing price is £3.91 (sweet spot $15–$100). The average incumbent carries 16,856 reviews — the moat a new listing must climb.