curling custard
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.1%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay£3.98–£22.37cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-0.3%90-day search growth — must beat 0% to launch
Avg price
Okay£8.85avg listing price — sweet spot $15–$100
Market size
Bad£97K£97K/yr · 109K searches
Competition
Bad72%top-5 click share — a locked-up shelf
Review moat
Bad7,842.31avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, curling custard is a £97K/yr Amazon United Kingdom market (109K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 39/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
curling custard market data
- Units sold / yr
- 10K–13K
- avg 750–1,000/product
- Revenue / yr
- £89K–£111K
- units × avg price
- Conversion rate
- 10.1%
- Avg BSR
- #157
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 46%
- Out of stock
- 0.0%
- Avg brand age
- 65 months
- Avg seller age
- 154 days
Competition & brand share
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 flat
Sellers
71
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
72%
Top 20: 100%
Open market
0%
- Aunt Jackie's97%
- CANTU3%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 45 weeks — -0.3% search growth over the last 90 days.Top curling custard search terms
- aunt jackies22K/yr
- aunt jackies hair products35K/yr
- curl lala13K/yr
- auntie jackie hair products8K/yr
- curl custard6K/yr
- curling custard6K/yr
- curl la la5K/yr
- aunt jackies curl la la5K/yr
- aunty jackie hair products5K/yr
- curl lala leave in conditioner4K/yr
Top curling custard 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aunt Jackies Curls & Coils curl la la Defining Curl Custard Cream 426g
Aunt Jackie's£7.484.6★584 rev
Aunt Jackies Quench Moisture Intensive Leave In Conditioner 355 ml
Aunt Jackie's£7.434.5★16,209 rev
Aunt Jackies Dont Shrink Flaxseed Elongating Curling Gel 15 Ounce
Aunt Jackie's£8.174.2★545 rev
Aunt Jackie Transform! Hydrating Leave-in Conditioner 15oz white
Aunt Jackie's£8.394.4★1,360 rev
Aunt Jackies Curl La La Defining Curl Custard Fruity 426 g
Aunt Jackie's£7.994.4★28,195 rev
Newest
by launch dateAunt Jackie Transform! Hydrating Leave-in Conditioner 15oz white
Aunt Jackie's£8.391,360 rev
Aunt Jackies Curls & Coils curl la la Defining Curl Custard Cream 426g
Aunt Jackie's£7.48584 rev
Aunt Jackies Grapeseed Frizz Patrol Setting Mousse 8.5oz
Aunt Jackie's£8.461,200 rev
Aunt Jackies Grapeseed Ice Curls Curling Jelly
Aunt Jackie's£8.781,875 rev
Aunt Jackies Knot On My Watch Instant Detangling Therapy 355 ml by Aunt Jackies
Aunt Jackie's£8.2260 rev
Trending
90-day click momentum
Cantu Define & Shine Custard 340g
CANTU£3.984.3★
Aunt Jackies in control 15oz - Anti-Poof Moisturizing & Softening Conditioner
Aunt Jackie's£7.824.4★
Aunt Jackies Curls & Coils curl la la Defining Curl Custard Cream 426g
Aunt Jackie's£7.484.6★
Aunt JackieS Curl La La Defining Curl Custard 15oz Jar (3 Pack)
Aunt Jackie's£22.374.4★
Aunt Jackies Quench Moisture Intensive Leave In Conditioner 355 ml
Aunt Jackie's£7.434.5★
What buyers say about curling custard
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect Curls”
“Good hair product”
“First impression was the conditioner smells truly lovely”
“Perfect for dry”
“soft to the touch”
“A must-have for your styling routine”
“Easy to use”
“Good product, helps to establish and hold curls”
“Value for money”
“Works well”
What buyers complain about
“they've recently changed the formula so now it smells very chemically”
“Severe tangles and matting of 4c hair”
“Too watery”
“difficult to apply”
“It tends to get dry”
“while I liked it I found my hair to have a weird feel to it if I wanted to transition to a straightening iron a day or two after using it”
“Not much difference if you have thick afro hair”
“I received a larger size cream than expected”
“no real moisture or shine resulted from use”
“It's not as thick as it was before I had Covid tellegenic hair loss”
Top return reasons
Common questions
- Is curling custard profitable to sell on Amazon United Kingdom?
- The niche generates £97K/yr across 13 tracked products. 90-day search growth is -0.3%. Flapen's verdict: Skip it (39/100).
- How competitive is the curling custard niche?
- 2 brands and 71 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in curling custard?
- Top complaints mined from reviews: Smell, Suitability Short Hair, Dilute/Watery. The return rate is 0.1%.
- What does it cost to enter the curling custard niche?
- Listings span £3.98–£22.37; the average listing price is £8.85 (sweet spot $15–$100). The average incumbent carries 7,842 reviews — the moat a new listing must climb.