Is hair clay profitable to sell on Amazon United Kingdom?

The niche generates £419K/yr across 27 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +8.9%. Flapen's verdict: Worth a look (59/100).

How competitive is the hair clay niche?

21 brands and 170 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 66% of demand.

What do buyers complain about in hair clay?

Top complaints mined from reviews: Smell, Oily/Greasy, Value For Money. The return rate is 0.1%.

When does demand for hair clay peak?

Demand is steady year-round — the busiest month runs 1.6× the quietest.

What does it cost to enter the hair clay niche?

Listings span £2.66–£18.90; the average listing price is £9.24 (sweet spot $15–$100). The average incumbent carries 2,620 reviews — the moat a new listing must climb.

hair clay

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great9.6%

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good66%

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

Competition

Good48%

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

Market size

Good£419K

£419K/yr · 472K searches

Review moat

Okay2,620.41

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+8.9%

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

Avg price

Okay£9.24

avg listing price — sweet spot $15–$100

Price range

Bad£2.66–£18.90

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

According to Flapen's Amazon United Kingdom niche tracking, hair clay is a £419K/yr Amazon United Kingdom market (472K searches/yr). The top 5 brands hold 66% of demand. Verdict: Worth a look — 59/100.

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

hair clay market data

Units sold / yr: 40K–50K; avg 1,250–1,500/product
Revenue / yr: £370K–£462K; units × avg price
Conversion rate: 9.6%
Avg BSR: #17
Page quality: 0%
Prime: 100%
Sponsored: 89%
Out of stock: 1.7%
Avg brand age: 73 months
Avg seller age: 162 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Brands

21 falling

Sellers

170

Top-5 brand share

66%

Top 20: 99%

Top-5 click share

48%

Top 20: 95%

Open market

28%

Got2B21%
Slick Gorilla18%
American Crew12%
Lynx8%
Hanz de Fuko7%
BlackMask6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +8.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.6×

Open Trend

Top hair clay search terms

hair clay200K/yr +9.8%7.0% conv.
hair clay men49K/yr -3.9%9.7% conv.
mens hair clay28K/yr +7.3%7.7% conv.
matte clay hair men17K/yr +80.2%10.3% conv.
slick gorilla clay pomade15K/yr +51.0%11.1% conv.
matt clay25K/yr -5.9%13.9% conv.
matte clay18K/yr -8.3%6.9% conv.
texture clay19K/yr -18.5%4.8% conv.
hair texture clay9K/yr +37.8%2.5% conv.
type hair clay7K/yr +16.2%1.7% conv.

All search terms

Top hair clay 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

Slick Gorilla Lightwork Matte Hair Clay for Men Flexible Hold 70g

Slick Gorilla£10.604.4★3,024 rev

American Crew Texturising Matte Clay with Medium Hold and Low Shine Gifts for Men for Control and Definition Non-Greasy formula Hair Styling for Men - 85 g

American Crew£10.414.4★6,055 rev

Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml

Got2B£3.624.6★1,163 rev

Got2B iStyler Long Lasting Hold No White Residue Silicone Free Texture Matt Finish Hair Clay 75 ml (Pack of 1)

Got2B£3.674.6★652 rev

VO5 Extreme Matt Clay 75 ml

Lynx£3.374.5★229 rev

Newest

by launch date

Esteem£12.2720 rev

7mo ago

BlackMask Hair Clay for Men (3.52 oz) Matte Finish with Strong Hold Hair Styling Clay Adds Texture & Volume

BlackMask£15.54712 rev

12mo ago

BSSET Sea Salt Pomade 100ml - Strong Hold and Matte Finish for Thickening and Sculpting Hair

BSSET£10.45185 rev

1y ago

Gents of London Carbon Clay 75g Premium Mens Hair Clay Medium Hold Matte Finish Texturising Styling Wax Low Shine Barber Quality

GENTS OF LONDON£11.20579 rev

3y ago

Brickell Mens Styling Clay Pomade For Men Natural & Organic with Strong Hold & Matte Finish Product for Modern Hairstyles 59 ml Scented

Brickell Men's Products£18.532,382 rev

6y ago

What buyers say about hair clay

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

What buyers love

Quality-Overall19%

“Excellent product”

Smell15%

“fresh scent”

Hair Styling7%

“Great for styling”

Value For Money6%

“Good value for money”

Texture/Consistency-Overall5%

“Decent texture”

Advertised Vs Actual Product4%

“As advertised”

Ease Of Use4%

“Easy to use”

Durability4%

“Holds well”

Suitability Straight Hair2%

“he says it works amazingly well for the hairstyle he has”

Ease Of Application2%

“Easy to apply”

What buyers complain about

Smell15%

“Smells Awful”

Oily/Greasy11%

“Hair to oily”

Value For Money8%

“Too expensive”

Size-Overall6%

“Smaller than expected”

Strength6%

“Not strong”

Quality-Overall5%

“Not the best”

Hair Related4%

“Very poor at holding hair in place even when you use a lot”

Suitability Short Hair3%

“don't like the feel in my hair”

Grip2%

“and product doesn't maintain hold”

Texture/Consistency-Overall2%

“the texture wasnt impressive at all”

Top return reasons

Advertised Vs Actual Product10%

Size-Overall10%

Functionality-Overall9%

Smell8%

Suitability Short Hair6%

Oily/Greasy5%