Blue Toner
a concentrated shelf (top 5 take 84% of clicks) — Blue Toner doesn't clear our bar today.
Flapen Score
Ranks 1,655 of 2,481 Beauty niches · −4 vs the category median of 47
Is Blue Toner profitable on Amazon?
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.
Blue Toner: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved +13.3% over the last 90 days and 5.8% of searches end in a purchase.
£61K
revenue / yr
Who owns the niche?
The top 5 brands hold 94% of demand, so 6% of the market is open.
6%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.1★ — the gap to enter on.
0/100
page quality · 10 products
Top Blue Toner products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £11.04
- Rating
- 4.2/5
- Reviews
- 28,494
- Age
- 9y ago
Matrix | Brass Off | Blue Toning Shampoo to Correct Orange Undertones on Lightened Hair Total Results
- Price
- £18.41
- Rating
- 4.2/5
- Reviews
- 28,494
- Age
- 8y 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
- Price
- £6.56
- Rating
- 4.1/5
- Reviews
- 2,568
- Age
- 5y 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
- Price
- £9.86
- Rating
- 3.7/5
- Reviews
- 119
- Age
- 4y ago
Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish
- Price
- £11.92
- Rating
- 4.0/5
- Reviews
- 194
- Age
- 2y ago
Trending
90-day click momentumMatrix | Brass Off | Blue Toning Shampoo to Correct Orange Undertones on Lightened Hair Total Results
- Price
- £18.41
- Rating
- 4.2/5
- Reviews
- 28,494
- Age
- 8y ago
Matrix Total Results Brass Off Blue Shampoo 300ml & Conditioner 300ml Duo for Lightened Brunette Hair
- Price
- £24.67
- Rating
- 4.5/5
- Reviews
- 1,880
- Age
- 9y ago
Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish
- Price
- £11.92
- Rating
- 4.0/5
- Reviews
- 194
- Age
- 2y ago
OSMO Super Blue Toning Mask for Brunettes | Zero Orange | Nourish Hydrate & Tone | No Yellow or Brass | Vegan. 400ml
- Price
- £11.55
- Rating
- 3.9/5
- Reviews
- 16
- Age
- 1y ago
Joanna Ultra Color - Blue Hair Rinse For Blond And Light Hair - Platinum Grey Shade - Natural Shine & Hair Care - Eliminates Yellowish Hues Of Grey Blonde Bleached Hair - Washes Out Naturally - 150 ml
- Price
- £5.95
- Rating
- 4.0/5
- Reviews
- 682
- Age
- 9y ago
Newest
by launch dateOSMO Super Blue Toning Mask for Brunettes | Zero Orange | Nourish Hydrate & Tone | No Yellow or Brass | Vegan. 400ml
- Price
- £11.55
- Rating
- 3.9/5
- Reviews
- 16
- Age
- 1y ago
Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish
- Price
- £11.92
- Rating
- 4.0/5
- Reviews
- 194
- Age
- 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
- Price
- £9.86
- Rating
- 3.7/5
- Reviews
- 119
- Age
- 4y ago
John Frieda Blue Crush for Brunettes Blue Conditioner 250ml
- Price
- £5.65
- Rating
- 4.4/5
- Reviews
- 277
- Age
- 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
- Price
- £6.56
- Rating
- 4.1/5
- Reviews
- 2,568
- Age
- 5y ago
Competition: brands, sellers & click share
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.
Brands
7 flat
Sellers
62
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
84%
Top 20: 100%
Open market
3%
- Matrix67%
- Knight & Wilson11%
- Blonde By Choice9%
- Osmo4%
- PROVOKE3%
- Joanna3%
- Open — no brand owns it (1 brand, 3%)
Blue Toner demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Apr · busiest ÷ quietest = 1.8×
Top Blue Toner search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- blue toner26K/yr
- matrix brass off shampoo12K/yr
- blue toner for orange bleached hair16K/yr
- brass off shampoo8K/yr
- matrix brass off8K/yr
- blue hair toner for orange hair10K/yr
- brass off5K/yr
- matrix blue shampoo5K/yr
- blue hair toner6K/yr
What reviews say buyers love and hate about Blue Toner
What buyers mention most, as a share of all reviews.
What buyers love
86% of reviews“Great colour”
“This was wonderful dyed my hair red”
“a good brand of purple shampoo”
“Good price”
“it left my hair feeling softer”
What buyers complain about
84% of reviews“NO CHANGE”
“Purple not blue”
“I wasnt happy with the results after dyeing my hair brown because orange hues started showing through after just a few days”
“Waste of money”
“Not a strong enough product followed instructions”
Blue Toner return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
25%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Blue Toner questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
