Is gel nail polish profitable to sell on Amazon United Kingdom?

The niche generates £958K/yr across 50 tracked products. 4 of 9 products launched in the last 360 days are still selling. 90-day search growth is +7.5%. Flapen's verdict: Launch it (62/100).

How competitive is the gel nail polish niche?

15 brands and 25 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 71% of demand.

What do buyers complain about in gel nail polish?

Top complaints mined from reviews: Quality-Overall, Color, Size-Overall. The return rate is 0.6%.

When does demand for gel nail polish peak?

Demand peaks in Jul–Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the gel nail polish niche?

Listings span £3.29–£56.51; the average listing price is £11.73 (sweet spot $15–$100). The average incumbent carries 3,937 reviews — the moat a new listing must climb.

gel nail polish

Launch it

A $958K/yr market growing +7.5% this quarter with returns at 0.6% — clears our launch bar.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Competition

Great34%

top-5 click share — an open shelf

Market size

Great£958K

£958K/yr · 3.9M searches

Price range

Great£3.29–£56.51

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good71%

top-5 brand share — brands hold most of the demand

Avg price

Okay£11.73

avg listing price — sweet spot $15–$100

Growth

Okay+7.5%

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

Conversion

Okay2.1%

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

Review moat

Okay3,936.6

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United Kingdom niche tracking, gel nail polish is a £958K/yr Amazon United Kingdom market (3.9M searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Jul–Dec. Verdict: Launch it — 62/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

gel nail polish market data

Units sold / yr: 80K–100K; avg 750–1,000/product
Revenue / yr: £938K–£1.2M; units × avg price
Conversion rate: 2.1%
Avg BSR: #47
Page quality: 0%
Prime: 100%
Sponsored: 86%
Out of stock: 12.4%
Avg brand age: 34 months
Avg seller age: 154 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Brands

15 falling

Sellers

Top-5 brand share

71%

Top 20: 100%

Top-5 click share

34%

Top 20: 73%

Open market

20%

VANREESA24%
PEACECOLOR15%
phoenixy12%
Vishine10%
beetles Gel Polish9%
MYLEE9%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.5% search growth over the last 90 days.

Peak months: Jul, Dec · busiest ÷ quietest = 2.0×

Open Trend

Top gel nail polish search terms

gel nail polish1.8M/yr +6.8%1.5% conv.
gel nail polish set658K/yr +8.1%1.4% conv.
gel polish427K/yr +3.4%1.5% conv.
nail gel130K/yr +2.2%0.8% conv.
gel polish set116K/yr +3.5%1.1% conv.
gel nails109K/yr +11.3%0.5% conv.
uv gel nail polish102K/yr +10.0%1.4% conv.
nail gel polish89K/yr +1.8%1.5% conv.
shellac nail polish83K/yr +13.4%0.8% conv.
gel nail79K/yr +4.4%0.9% conv.

All search terms

Top gel nail polish 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

VANREESA Gel Nail Polish Set 45+5 PCS Classic White Black Red Glitter Pink Blue Gel Polish Set with Base Top Coat Suitable for All Seasons Soak Off Nail Varnish Kit Nail Salon Set Gifts for Women

VANREESA£14.154.4★684 rev

beetles Jelly Gel Nail Polish Set 6 Colours Milky White Nude Sheer Pink Translucent Soak off Uv Nail Gel DIY Manicure Design Gift for Women Girls

beetles Gel Polish£10.584.4★7,320 rev

Vishine Glitter Nude Pink Gel Polish Iridescent Shimmer Jelly Neutral Color Skin Tone Clear Pink 8ml Sparkle Pink Natural Soak off UV LED Cured for Home Salon DIY Nail Art E030

Vishine£3.434.4★2,630 rev

VANREESA Gel Nail Polish Set 21+3 U V Gel Nail Polish with Base and Top Coat White Pink Brown Blue Green Gels Polish Set Suitable for All Seasons Nail Salon Kit Gifts for Women DIY at Home

VANREESA£8.004.2★1,079 rev

PEACECOLOR 30PCS Gel Nail Polish Spring Summer Colors White Pink Green Soak Off U V/LED Gel Polish with Base Coat and Glitter Matte & Glossy Top Coat Nail Art Set DIY Home Gifts for Women

PEACECOLOR£9.444.2★97 rev

Newest

by launch date

Mylee Super Pigment Builder Gel 13ml Rose Petal Intense Colour Strength & Sculpting Opaque in 2 Layers Lasts Up to 4 Weeks Vegan & Cruelty-Free Builder Gel for Strong Flawless Nails

MYLEE£11.17268 rev

6mo ago

PEACECOLOR 30PCS Gel Nail Polish Spring Summer Colors White Pink Green Soak Off U V/LED Gel Polish with Base Coat and Glitter Matte & Glossy Top Coat Nail Art Set DIY Home Gifts for Women

PEACECOLOR£9.4497 rev

8mo ago

PEACECOLOR Pearl Gel Nail Polish 6 Colours Cat Eye Soak-Off UV/LED Polish Purple Pink Rose Blue Magnetic Mermaid Swirl Shell Gel Polish with Magnet for DIY Manicure Gifts for Women 10ML

PEACECOLOR£8.06506 rev

11mo ago

JODSONE Gel Nail Polish Kit with U V Light 32 Colors Gel Polish Nail + 4 Functional Adhesive Bottles Kit Soak Off Manicure Tools Gifts for Women

JODSONE£27.8515,950 rev

12mo ago

Mylee Gel Nail Polish 8ml [Pastel Chic] - UV/LED Soak-Off Nail Art Manicure Pedicure for Professional Salon & Home Use [Nude Range] - Long Lasting & Easy to Apply

MYLEE£7.84745 rev

1y ago

What buyers say about gel nail polish

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

What buyers love

Color29%

“Beautiful colours”

Quality-Overall17%

“The bottles are also great quality”

Value For Money11%

“Good for the price”

Ease Of Application4%

“Easy to apply”

Ease Of Use4%

“easy to put on”

Durability3%

“it has lasted really well”

Paint Quality2%

“Excellent nail polish”

Stitch/Finish/Polish2%

“Absolutely beautiful with a clear top coat over it”

Advertised Vs Actual Product2%

“Exactly as advertised”

Coverage2%

“Good coverage”

What buyers complain about

Quality-Overall14%

“Inconsistent quality”

Color10%

“the colour is completely off”

Size-Overall9%

“Bottles too small”

Durability7%

“Broken”

Thickness5%

“Some of the thinner ones are almost too thin”

Moist/Dry4%

“took absolutely ages to dry”

Ease Of Use4%

“You can't use it”

Value For Money3%

“Not good value for the cost at all”

Functionality-Overall3%

“Peeled off”

Adhesion/Stickiness3%

“unusable without the glue”

Top return reasons

Color34%

Functionality-Overall10%

Quality-Overall10%

Leak-Proof7%

Advertised Vs Actual Product5%

Size-Overall4%

Paint Quality4%