Is grey hair dye profitable to sell on Amazon United Kingdom?

The niche generates £59K/yr across 35 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Skip it (48/100).

How competitive is the grey hair dye niche?

16 brands and 137 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in grey hair dye?

Top complaints mined from reviews: Color, Suitability Colored Hair, Functionality-Overall. The return rate is 0.1%.

When does demand for grey hair dye peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the grey hair dye niche?

Listings span £3.39–£19.65; the average listing price is £6.84 (sweet spot $15–$100). The average incumbent carries 3,436 reviews — the moat a new listing must climb.

grey hair dye

Skip it

A small market ($59K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.0★

avg incumbent rating — lower means beatable quality

Competition

Good43%

top-5 click share — leaders hold, buyers still browse

Conversion

Okay3.5%

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

Brand share

Okay80%

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

Review moat

Okay3,436

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£3.39–£19.65

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

Growth

Bad-10.2%

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

Avg price

Bad£6.84

avg listing price — sweet spot $15–$100

Market size

Bad£59K

£59K/yr · 249K searches

According to Flapen's Amazon United Kingdom niche tracking, grey hair dye is a £59K/yr Amazon United Kingdom market (249K searches/yr). The top 5 brands hold 80% of demand. Verdict: Skip it — 48/100.

Data updated Jul 20, 2026 · scored weekly · How we score niches

grey hair dye market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: £68K–£86K; units × avg price
Conversion rate: 3.5%
Avg BSR: #127
Page quality: 0%
Prime: 80%
Sponsored: 57%
Out of stock: 2.3%
Avg brand age: 63 months
Avg seller age: 161 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 falling

Sellers

137

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

43%

Top 20: 84%

Open market

16%

Knight & Wilson26%
LIVE25%
L'Oreal Paris17%
Crazy Color6%
Adore5%
FYNE4%
Open — no brand owns it (10 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top grey hair dye search terms

grey hair dye96K/yr -8.5%2.9% conv.
silver hair dye69K/yr -4.2%3.9% conv.
dark grey hair dye18K/yr -16.6%2.3% conv.
silver hair dye permanent13K/yr -13.0%3.6% conv.
grey hair dye permanent13K/yr -10.8%3.2% conv.
silver grey hair dye11K/yr -14.2%3.3% conv.
gray hair dye permanent7K/yr +23.8%2.2% conv.
permanent silver hair dye4K/yr -6.2%4.6% conv.
hair dye grey4K/yr +1.5%2.4% conv.
ash grey hair dye5K/yr -18.2%1.3% conv.

All search terms

Top grey hair dye 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

Schwarzkopf LIVE Intense Colour U71 Metallic Silver Long-lasting Permanent Silver Hair Dye With Extra Colour Refresh Gloss

LIVE£5.584.4★854 rev

Colour Freedom Metallic Silver Blonde Permanent Hair Dye with PurePlex. Ultra Glossy Conditioning Hair Colour. 100% grey coverage. By Knight & Wilson.

Knight & Wilson£6.274.1★769 rev

LOréal Paris Permanent Hair Colour Long-Lasting Shine and Intense Colour For up to 8 Weeks Preference Vivids (Colorista) Smokey Grey 9.11 x1 pack

L'Oreal Paris£5.704.4★2,377 rev

Colour Freedom Metallic Graphite Grey Permanent Hair Dye with PurePlex. Ultra Glossy Conditioning Hair Colour. 100% grey coverage. By Knight & Wilson.

Knight & Wilson£7.514.1★769 rev

Adore Shining Semi Permanent Hair Color Mystic Gray (158) 118ml

Adore£5.913.4★1,628 rev

Newest

by launch date

Schwarzkopf LIVE Intense Colour U71 Metallic Silver Long-lasting Permanent Silver Hair Dye With Extra Colour Refresh Gloss

LIVE£5.58854 rev

6mo ago

Schwarzkopf LIVE Go Gloss Icy Pearl Colour & Care Hair Glossing for Instant Glossy Hair with HaptiQ Anti-Damage System Up to 8 Washes

LIVE£5.6885 rev

6mo ago

LOréal Paris Hair Dye Permanent Hair Color Cool Silver Pure White Excellence Universal Nudes No Ammonia Home Hair Colour with Hyaluronic Acid & Micro-Keratin Up to 100% Grey Coverage

L'Oreal Paris£7.01615 rev

1y ago

Crazy Color Metallic Silver Semi-Permanent Hair Dye. Highly Pigmented Blonde Toner Conditioning & Oil Nourishing Vegan Formula | No Bleach or Ammonia | 100ml

Crazy Color£6.22152 rev

1y ago

Colour Freedom Metallic Silver Blonde Permanent Hair Dye with PurePlex. Ultra Glossy Conditioning Hair Colour. 100% grey coverage. By Knight & Wilson.

Knight & Wilson£6.27769 rev

2y ago

What buyers say about grey hair dye

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

What buyers love

Color33%

“Gorgeous colour”

Quality-Overall10%

“Excellent product”

Value For Money9%

“Good value”

Suitability Colored Hair8%

“it has always given me the most reliable blonde results on naturally dark blonde hair”

Ease Of Use5%

“Easy to use”

Advertised Vs Actual Product4%

“does exactly what it says”

Soft Feel4%

“soft”

Smell4%

“it also smells really nice so i do recommend this if you are already at a good shade of blonde”

Brightness/Shine/Glow2%

“Decent Gloss”

Mixing/Blending1%

“No mixing needed”

What buyers complain about

Color28%

“much darker than I wanted”

Suitability Colored Hair21%

“No change to hair colour”

Functionality-Overall14%

“Didn't work”

Value For Money6%

“so disappointed its expensive too”

Damage/Burn Hair3%

“Hair wrecking product - Matted my hair into one dreadlock - made me question if it was counterfeit”

Advertised Vs Actual Product3%

“Colour was shocking nothing like the picture”

Hair Related3%

“Rubbish done nothing for my hair”

Coverage2%

“Coverage is blotchy”

Instructions/User Manual/Troubleshooting1%

“or failed to follow an instruction properly”

Color Fading/Discoloration1%

“Each time the colour disappears with the first wash”

Top return reasons

Suitability Colored Hair67%

Color17%

Hair Related17%

Common questions

Is grey hair dye profitable to sell on Amazon United Kingdom?: The niche generates £59K/yr across 35 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Skip it (48/100).
How competitive is the grey hair dye niche?: 16 brands and 137 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 80% of demand.
What do buyers complain about in grey hair dye?: Top complaints mined from reviews: Color, Suitability Colored Hair, Functionality-Overall. The return rate is 0.1%.
When does demand for grey hair dye peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the grey hair dye niche?: Listings span £3.39–£19.65; the average listing price is £6.84 (sweet spot $15–$100). The average incumbent carries 3,436 reviews — the moat a new listing must climb.