foam hair rollers
Skip itPrices mostly outside the sweet spot ($3.27–$12.69) — this niche doesn't clear our bar today.
Quality gap
Incredible3.7★avg incumbent rating — lower means beatable quality
Returns
Great1.1%return rate — above 5% kills the launch gate
Brand share
Good62%top-5 brand share — brands hold most of the demand
Conversion
Good5.5%search→purchase rate — share of searches ending in a sale
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Review moat
Okay3,246.41avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.34avg listing price — sweet spot $15–$100
Growth
Bad-25.7%90-day search growth — must beat 0% to launch
Market size
Bad£45K£45K/yr · 112K searches
Price range
Bad£3.27–£12.69cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, foam hair rollers is a £45K/yr Amazon United Kingdom market (112K searches/yr). The top 5 brands hold 62% of demand. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
foam hair rollers market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- £44K–£59K
- units × avg price
- Conversion rate
- 5.5%
- Avg BSR
- #170
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 11.3%
- Avg brand age
- 26 months
- Avg seller age
- 189 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
24 falling
Sellers
67
Top-5 brand share
62%
Top 20: 97%
Top-5 click share
59%
Top 20: 91%
Open market
32%
- MAQIHAN19%
- Conair13%
- BEAUTIYAND10%
- Geyoga10%
- SUMAJU10%
- Kitsch6%
Demand
Weekly Amazon search volume, last 32 weeks — -25.7% search growth over the last 90 days.Top foam hair rollers search terms
- foam hair rollers26K/yr
- foam rollers hair24K/yr
- sleep in rollers14K/yr
- sponge rollers for hair15K/yr
- sponge hair rollers9K/yr
- sponge rollers6K/yr
- soft hair rollers7K/yr
- sleep rollers4K/yr
- foam roller hair3K/yr
- soft rollers to sleep in4K/yr
Top foam hair rollers 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MAQIHAN 36PCS Foam Hair Rollers - Heatless Hair Curlers No Heat Hair Styling Appliances Self Grip Sponge Hair Roller for Short/long Volume Overnight Curls Jumbo Flexi Sponge Rods for Hair Curling
MAQIHAN£7.774.0★2,121 rev
Conair 61118 Conair Foam Rollers 48PCS
Conair£12.164.3★12,190 rev
Jumbo Foam Sponge Hair Roller Soft Sleeping rollers Curvy Wavy Hairstyle Curling Hair Styling Tools 24 Pieces Use For Long Hair Short Hair Ladies And Children 2X2.75(pink)
BEAUTIYAND£7.214.1★1,627 rev
Geyoga 18 Pieces Sponge Foam Hair Rollers Women Large Soft Hair Curlers 1. 57 x 2. 75 in Sponge Styling Rollers to Sleep in Hairdressing Curvy Wavy Hairstyle for Ladies Girls Long Short
Geyoga£7.863.6★4,527 rev
SUMAJU Soft Sponge Hair Rollers 12 Pack Overnight Curlers Pink
SUMAJU£4.624.0★583 rev
Newest
by launch date
24pcs Blue Sponge Rollers for Hair Sponge Hair Rollers(2.36×1.18 Blue)
Quilax£6.6916 rev
24Pcs Pink Sponge Rollers for Hair Sponge Hair Rollers Set to Sleep No Heat Foam Rollers(2.36×1.18in Pink)
Quilax£6.5116 rev
Foam Sponge Hair Rollers - 12 Piece Soft Flexible Curlers for Overnight Sleeping & Styling Home Salon Use (Pink)
JWJDSAK£4.726 rev
24pcs Flexible Sponge Hair Rollers Heatless Curlers For Soft Wavy Hairstyles Ideal for Both Women And Children
Mornavith£5.987 rev
36 PCS Foam Hair Rollers Foam Rollers Hair Sponge Rollers for Hair for Short/Long Volume Overnight Curls Jumbo Flexi Sponge Rods for HairCurling(Pink)
LeeQunQ£5.086 rev
Trending
90-day click momentum24pcs Blue Sponge Rollers for Hair Sponge Hair Rollers(2.36×1.18 Blue)
Quilax£6.693.8★
FOMIYES 12Pcs Sponge Hair Rollers Heatless Self Grip Foam Curlers for Long Medium and Short Hair Styling Sleep-in Curling Tools for Women
FOMIYES£12.694.5★
24Pcs Pink Sponge Rollers for Hair Sponge Hair Rollers Set to Sleep No Heat Foam Rollers(2.36×1.18in Pink)
Quilax£6.513.8★
MAQIHAN 40PCS Foam Hair Rollers - 0.98 Inch Sponge Rollers for Heatless Hair Curler for Short/Long Hair Sleep rolos para cabello Small Sponge Curlers Soft Sleeping Thin Curl Overnight rulos
MAQIHAN£6.684.2★
16 Pcs Foam Sponge Hair Rollers Large Pink Soft Curlers for Women & Girls Flexible Sleeping Curlers DIY Hair Styling Tools 30mm Size
AKSIQIOL£4.922.4★
What buyers say about foam hair rollers
What buyers praise and complain about, mined from review topics.What buyers love
“Great product as described”
“Excellent price”
“Easy to use”
“Just what I wanted”
“Good curls”
“Comfortable”
“Fit for purpose”
“Perfect bundle for curly hairs”
“Great mini rollers for the diyer or professional painter excellent value for money”
“Nice curl & so easy to sleep with them in, like the different curl sizes”
What buyers complain about
“Smaller than expected”
“Not easy to use”
“Total rubbish”
“False advertising”
“These will not stay in my hair at all”
“break very easily”
“a bit flimsy”
“Didnt work for me”
“Very flimsy would hold in hair”
“But, fair enough, it won't fit all hair types”
Top return reasons
Common questions
- Is foam hair rollers profitable to sell on Amazon United Kingdom?
- The niche generates £45K/yr across 29 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is -25.7%. Flapen's verdict: Skip it (45/100).
- How competitive is the foam hair rollers niche?
- 24 brands and 67 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 62% of demand.
- What do buyers complain about in foam hair rollers?
- Top complaints mined from reviews: Size-Overall, Ease Of Use, Quality-Overall. The return rate is 1.1%.
- What does it cost to enter the foam hair rollers niche?
- Listings span £3.27–£12.69; the average listing price is £7.34 (sweet spot $15–$100). The average incumbent carries 3,246 reviews — the moat a new listing must climb.