Is blue toner profitable to sell on Amazon United Kingdom?

The niche generates £61K/yr across 10 tracked products. 90-day search growth is +13.3%. Flapen's verdict: Skip it (43/100).

How competitive is the blue toner niche?

7 brands and 62 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 94% of demand.

What do buyers complain about in blue toner?

Top complaints mined from reviews: Functionality-Overall, Color, Suitability Colored Hair. The return rate is 0.1%.

When does demand for blue toner peak?

Demand peaks in Apr; the busiest month runs 1.8× the quietest.

What does it cost to enter the blue toner niche?

Listings span £5.14–£24.67; the average listing price is £11.08 (sweet spot $15–$100). The average incumbent carries 6,408 reviews — the moat a new listing must climb.

blue toner

Skip it

A concentrated shelf (top 5 take 84% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Conversion

Good5.8%

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

Price range

Good£5.14–£24.67

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

Growth

Okay+13.3%

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

Avg price

Okay£11.08

avg listing price — sweet spot $15–$100

Review moat

Bad6,408

avg incumbent reviews — the moat a new listing must climb

Market size

Bad£61K

£61K/yr · 95K searches

Competition

Bad84%

top-5 click share — a locked-up shelf

Brand share

Bad94%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, blue toner is a £61K/yr Amazon United Kingdom market (95K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Apr. Verdict: Skip it — 43/100.

Data updated Jul 20, 2026 · scored weekly · How we score niches

blue toner market data

Units sold / yr: 6K–8K; avg 500–750/product
Revenue / yr: £66K–£89K; units × avg price
Conversion rate: 5.8%
Avg BSR: #169
Page quality: 0%
Prime: 90%
Sponsored: 60%
Out of stock: 9.1%
Avg brand age: 73 months
Avg seller age: 166 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 flat

Sellers

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

Matrix67%
Knight & Wilson11%
Blonde By Choice9%
Osmo4%
PROVOKE3%
Joanna3%
Open — no brand owns it (1 brand, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +13.3% search growth over the last 90 days.

Peak months: Apr · busiest ÷ quietest = 1.8×

Open Trend

Top blue toner search terms

blue toner26K/yr -0.1%2.5% conv.
matrix brass off shampoo12K/yr +67.2%11.5% conv.
blue toner for orange bleached hair16K/yr -11.2%3.1% conv.
brass off shampoo8K/yr +43.9%10.3% conv.
matrix brass off8K/yr +51.9%5.5% conv.
blue hair toner for orange hair10K/yr -12.0%2.0% conv.
brass off5K/yr +18.8%8.3% conv.
matrix blue shampoo5K/yr +46.3%10.6% conv.
blue hair toner6K/yr -10.9%2.3% conv.

All search terms

Top blue toner 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 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Matrix Total Results Brass Off Blue Toning Shampoo Colour Correcting Cleanser for Lightened Brunettes and Dark Blondes Nourishes and Reduces Breakage 300ml

Matrix£11.044.2★28,494 rev

Matrix | Brass Off | Blue Toning Shampoo to Correct Orange Undertones on Lightened Hair Total Results

Matrix£18.414.2★28,494 rev

Knight & Wilson Colour-Freedom Blonde Anti-Orange Toner Mask Semi Permanent Conditioning Treatment Gentle Formula Neutralises Brassy Tones for Naturally Light Bleached Grey & Coloured Hair 150ml

Knight & Wilson£6.564.1★2,568 rev

Blue Velvet Toning Mask Hair Toner For Bleached Hair From Blonde By Choice Deep Conditioning Hair Treatment With Scalp Relief For Bleach Damaged Hair & Tonal After Care For Blonde Hair Dye 250ml

Blonde By Choice£9.863.7★119 rev

Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish

Matrix£11.924.0★194 rev

Newest

by launch date

OSMO Super Blue Toning Mask for Brunettes | Zero Orange | Nourish Hydrate & Tone | No Yellow or Brass | Vegan. 400ml

Osmo£11.5516 rev

1y ago

Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish

Matrix£11.92194 rev

2y ago

Blue Velvet Toning Mask Hair Toner For Bleached Hair From Blonde By Choice Deep Conditioning Hair Treatment With Scalp Relief For Bleach Damaged Hair & Tonal After Care For Blonde Hair Dye 250ml

Blonde By Choice£9.86119 rev

4y ago

John Frieda Blue Crush for Brunettes Blue Conditioner 250ml

John Frieda£5.65277 rev

5y ago

Knight & Wilson Colour-Freedom Blonde Anti-Orange Toner Mask Semi Permanent Conditioning Treatment Gentle Formula Neutralises Brassy Tones for Naturally Light Bleached Grey & Coloured Hair 150ml

Knight & Wilson£6.562,568 rev

5y ago

What buyers say about blue toner

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

What buyers love

Color22%

“Great colour”

Suitability Colored Hair15%

“This was wonderful dyed my hair red”

Quality-Overall13%

“a good brand of purple shampoo”

Value For Money11%

“Good price”

Soft Feel10%

“it left my hair feeling softer”

Smell6%

“it smells nice”

Suitability Straight Hair4%

“Reduced the brassy tone in my hair”

Hair Growth4%

“So finaly my hair can grow without breakage”

Cleansing1%

“An Impressive Anti-Brass Shampoo That Actually Works”

Ease Of Application1%

“Application is straightforward”

What buyers complain about

Functionality-Overall21%

“NO CHANGE”

Color21%

“Purple not blue”

Suitability Colored Hair12%

“I wasnt happy with the results after dyeing my hair brown because orange hues started showing through after just a few days”

Value For Money7%

“Waste of money”

Instructions/User Manual/Troubleshooting6%

“Not a strong enough product followed instructions”

Moist/Dry5%

“This was not good it dried out my hair”

Quality-Overall4%

“Not as good as I expected”

Suitability Short Hair3%

“Didn't lighten my hair at all”

Symptom Reduction3%

“didn't really help me much”

Strength2%

“doesnt work as strong”

Top return reasons

Defective Material/Parts20%

Color20%

Value For Money10%

Suitability Straight Hair10%

Smell10%

Leak-Proof10%

Damage/Burn Hair10%

Suitability Colored Hair5%

Hair Related5%

Common questions

Is blue toner profitable to sell on Amazon United Kingdom?: The niche generates £61K/yr across 10 tracked products. 90-day search growth is +13.3%. Flapen's verdict: Skip it (43/100).
How competitive is the blue toner niche?: 7 brands and 62 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 94% of demand.
What do buyers complain about in blue toner?: Top complaints mined from reviews: Functionality-Overall, Color, Suitability Colored Hair. The return rate is 0.1%.
When does demand for blue toner peak?: Demand peaks in Apr; the busiest month runs 1.8× the quietest.
What does it cost to enter the blue toner niche?: Listings span £5.14–£24.67; the average listing price is £11.08 (sweet spot $15–$100). The average incumbent carries 6,408 reviews — the moat a new listing must climb.