---
title: "Blue Toner — £61K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/blue-toner"
last_updated: "2026-08-05T23:59:39.716Z"
locale: en
meta:
description: "Niche score 43/100 · £61K/yr market · 95K searches/yr · £11.08 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £61K/yr market · 95K searches/yr · £11.08 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Blue Toner — £61K/yr Amazon UK Niche (2026) - Flapen"
---
# **blue toner**
**Skip it**
A concentrated shelf (top 5 take 84% of clicks) — this niche doesn't clear our bar today.
Market size 15Growth 42Conversion 65Competition 14Returns 100Price range 50Avg price 42Brand share 14Review moat 24Quality gap 86
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****5.8%**
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**
**Bad****6,408**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****£61K**
£61K/yr · 95K searches
**Competition**
**Bad****84%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****94%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +13.3% search growth over the last 90 days.
3K2KSpike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Apr · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/blue-toner/trend)
## **Top blue toner search terms**
- **blue toner**26K/yr-0.1%2.5% conv. - **matrix brass off shampoo**12K/yr+67.2%11.5% conv. - **blue toner for orange bleached hair**16K/yr-11.2%3.1% conv. - **brass off shampoo**8K/yr+43.9%10.3% conv. - **matrix brass off**8K/yr+51.9%5.5% conv. - **blue hair toner for orange hair**10K/yr-12.0%2.0% conv. - **brass off**5K/yr+18.8%8.3% conv. - **matrix blue shampoo**5K/yr+46.3%10.6% conv. - **blue hair toner**6K/yr-10.9%2.3% conv. [**All search terms **](https://flapen.com/research/uk/beauty/blue-toner/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.
0%15%£9K30%£18K45%£27K60%£36K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Matrix Total Results Brass Off Blue Toning Shampoo Colour Correcting Cleanser for Lightened Brunettes and Dark Blondes Nourishes and Reduces Breakage 300ml**Matrix**£11.04**4.2★28,494 rev](https://www.amazon.co.uk/dp/B06VSZ69LL) [2**Matrix | Brass Off | Blue Toning Shampoo to Correct Orange Undertones on Lightened Hair Total Results**Matrix**£18.41**4.2★28,494 rev](https://www.amazon.co.uk/dp/B0744GGS1P) [3**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**£6.56**4.1★2,568 rev](https://www.amazon.co.uk/dp/B08K4D9DSQ) [4**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**£9.86**3.7★119 rev](https://www.amazon.co.uk/dp/B09J5JCGCV) [5**Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish**Matrix**£11.92**4.0★194 rev](https://www.amazon.co.uk/dp/B0CV7YXNB3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**OSMO Super Blue Toning Mask for Brunettes | Zero Orange | Nourish Hydrate & Tone | No Yellow or Brass | Vegan. 400ml**Osmo**£11.55**16 rev1y ago](https://www.amazon.co.uk/dp/B0F3DNPPJJ) [**Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish**Matrix**£11.92**194 rev2y ago](https://www.amazon.co.uk/dp/B0CV7YXNB3) [**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**£9.86**119 rev4y ago](https://www.amazon.co.uk/dp/B09J5JCGCV) [**John Frieda Blue Crush for Brunettes Blue Conditioner 250ml**John Frieda**£5.65**277 rev5y ago](https://www.amazon.co.uk/dp/B094KHB3JV) [**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**£6.56**2,568 rev5y ago](https://www.amazon.co.uk/dp/B08K4D9DSQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Matrix | Brass Off | Blue Toning Shampoo to Correct Orange Undertones on Lightened Hair Total Results**Matrix**£18.41**4.2★**▲ 72%**](https://www.amazon.co.uk/dp/B0744GGS1P) [**Matrix Total Results Brass Off Blue Shampoo 300ml & Conditioner 300ml Duo for Lightened Brunette Hair**Matrix**£24.67**4.5★**▲ 37%**](https://www.amazon.co.uk/dp/B06WV9QJWV) [**Matrix Brass Off Colour Protecting Blue Toning Conditioner For Lightened Brown Hair To Hydrate and Nourish**Matrix**£11.92**4.0★**▲ 31%**](https://www.amazon.co.uk/dp/B0CV7YXNB3) [**OSMO Super Blue Toning Mask for Brunettes | Zero Orange | Nourish Hydrate & Tone | No Yellow or Brass | Vegan. 400ml**Osmo**£11.55**3.9★**▲ 25%**](https://www.amazon.co.uk/dp/B0F3DNPPJJ) [**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**Joanna**£5.95**4.0★**▲ 23%**](https://www.amazon.co.uk/dp/B01N8Q2WMQ)
**~~View all trending →~~**
## **What buyers say about blue toner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**22%
*“Great colour”*
**Suitability Colored Hair**15%
*“This was wonderful dyed my hair red”*
**Quality-Overall**13%
*“a good brand of purple shampoo”*
**Value For Money**11%
*“Good price”*
**Soft Feel**10%
*“it left my hair feeling softer”*
**Smell**6%
*“it smells nice”*
**Suitability Straight Hair**4%
*“Reduced the brassy tone in my hair”*
**Hair Growth**4%
*“So finaly my hair can grow without breakage”*
**Cleansing**1%
*“An Impressive Anti-Brass Shampoo That Actually Works”*
**Ease Of Application**1%
*“Application is straightforward”*
### **What buyers complain about **
**Functionality-Overall**21%
*“NO CHANGE”*
**Color**21%
*“Purple not blue”*
**Suitability Colored Hair**12%
*“I wasnt happy with the results after dyeing my hair brown because orange hues started showing through after just a few days”*
**Value For Money**7%
*“Waste of money”*
**Instructions/User Manual/Troubleshooting**6%
*“Not a strong enough product followed instructions”*
**Moist/Dry**5%
*“This was not good it dried out my hair”*
**Quality-Overall**4%
*“Not as good as I expected”*
**Suitability Short Hair**3%
*“Didn't lighten my hair at all”*
**Symptom Reduction**3%
*“didn't really help me much”*
**Strength**2%
*“doesnt work as strong”*
### **Top return reasons **
**Defective Material/Parts**20%
**Color**20%
**Value For Money**10%
**Suitability Straight Hair**10%
**Smell**10%
**Leak-Proof**10%
**Damage/Burn Hair**10%
**Suitability Colored Hair**5%
**Hair Related**5%
## **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.
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