hair dye
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($2.47–$9.18) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Great34%top-5 click share — an open shelf
Market size
Great£931K£931K/yr · 4.6M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Growth
Bad-1.2%90-day search growth — must beat 0% to launch
Review moat
Bad8,590.8avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£5.81avg listing price — sweet spot $15–$100
Price range
Bad£2.47–£9.18cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, hair dye is a £931K/yr Amazon United Kingdom market (4.6M searches/yr). The top 5 brands hold 85% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
hair dye market data
- Units sold / yr
- 200K–250K
- avg 2,000–2,500/product
- Revenue / yr
- £1.2M–£1.5M
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 0.2%
- Avg brand age
- 65 months
- Avg seller age
- 150 days
Competition & brand share
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.Brands
12 rising
Sellers
194
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
34%
Top 20: 67%
Open market
10%
- Garnier35%
- Clairol25%
- Olia11%
- Schwarzkopf7%
- L'Oreal Paris7%
- LIVE5%
- Open — no brand owns it (6 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top hair dye search terms
- hair dye1.5M/yr
- brown hair dye419K/yr
- hair colour372K/yr
- semi permanent hair dye347K/yr
- hair dye permanent286K/yr
- garnier hair dye245K/yr
- dark brown hair dye240K/yr
- light brown hair dye174K/yr
- garnier good hair dye105K/yr
- nice and easy hair dye131K/yr
Top 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Garnier Olia 5.0 Brown oil-powered no-ammonia. 100% grey coverage. Luminous long-lasting vibrant brown hair color with exceptional shine and a healthy nourished feel.
Olia£6.734.4★28,518 rev
Garnier Nutrisse Ultra Color Hair Dye. For 100% Grey Coverage and a cool sophisticated 8-week colour No-ammonia Vegan formula Modern Iced Coffee Tone Shade: 4.15 Iced Coffee Brown
Garnier£5.584.4★38,564 rev
Schwarzkopf Oleo Intense Permanent Oil Colour 4-86 Chocolate Brown 100% Grey Coverage Conditioner with HaptIQ System Long-Lasting Colour Ammonia Free Hair Dye
Schwarzkopf£4.764.3★2,884 rev
Garnier GOOD Permanent Hair Dye 4.0 Cacao Brown. Achieve 100% grey coverage and 8-week colour. No ammonia vegan shea butter formula offers rich natural tones for all hair types.
Garnier£6.834.4★180 rev
CLAIROL NICEN EASY CRÈME PERMANENT HAIR DYE - 4 DARK BROWN
Clairol£5.034.6★1,927 rev
Newest
by launch date
Schwarzkopf LIVE Intense Colour 088 Urban Brown Long-lasting Permanent Brown Hair Dye With Extra Colour Refresh Gloss
LIVE£5.48854 rev
Schwarzkopf Creme Supreme 5-60 Chocolate Brown Permanent Hair Dye Caring Hair Dye Colouration with 3-Step Bonding System Against Damage 100% Grey Coverage
Creme supreme£7.63226 rev
Schwarzkopf LIVE Intense Colour 099 Deep Black Long-lasting Permanent Black Hair Dye With Extra Colour Refresh Gloss
LIVE£5.48854 rev
Palette Deluxe Creme Colouration 4-0 Dark Brown Hair Dye Permanent Hair Dye Long-Lasting Hair Colouring with Moisture Retention Treatment and 100% Grey Coverage
Palette£2.53872 rev
Palette Deluxe Creme Colouration 3-65 Chocolate Brown Hair Dye Permanent Hair Dye Long-Lasting Hair Colouring with Moisture Retention Treatment and 100% Grey Coverage
Palette£2.47872 rev
Trending
90-day click momentum
Clairol Nicen Easy Crème Natural Looking Oil Infused Permanent Hair Dye 6.5 Lightest Brown
Clairol£5.234.5★
Schwarzkopf LIVE Intense Colour 099 Deep Black Long-lasting Permanent Black Hair Dye With Extra Colour Refresh Gloss
LIVE£5.484.4★
Schwarzkopf LIVE Intense Colour 088 Urban Brown Long-lasting Permanent Brown Hair Dye With Extra Colour Refresh Gloss
LIVE£5.484.4★
Clairol Nicen Easy Crème Natural Looking Oil Infused Permanent Hair Dye 5A Medium Ash Brown
Clairol£5.284.5★
Schwarzkopf Creme Supreme 5-60 Chocolate Brown Permanent Hair Dye Caring Hair Dye Colouration with 3-Step Bonding System Against Damage 100% Grey Coverage
Creme supreme£7.634.3★
What buyers say about hair dye
What buyers praise and complain about, mined from review topics.What buyers love
“Bright color”
“It had good reviews”
“Easy to use”
“Great value”
“Good hair colours”
“Excellent coverage”
“smells good”
“the application is very clean”
“Does the job”
“leaves hair soft”
What buyers complain about
“Wrong colour”
“USELESS DYE”
“Waste of money”
“doesn't last”
“smell not that strong”
“Didn't work”
“Allergic reaction”
“Ruined my hair”
“Unfortunately it didnt give me uniform coverage”
“Cheap and not worth it”
Top return reasons
Common questions
- Is hair dye profitable to sell on Amazon United Kingdom?
- The niche generates £931K/yr across 66 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is -1.2%. Flapen's verdict: Worth a look (53/100).
- How competitive is the hair dye niche?
- 12 brands and 194 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in hair dye?
- Top complaints mined from reviews: Color, Suitability Colored Hair, Value For Money. The return rate is 0.1%.
- When does demand for hair dye peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the hair dye niche?
- Listings span £2.47–£9.18; the average listing price is £5.81 (sweet spot $15–$100). The average incumbent carries 8,591 reviews — the moat a new listing must climb.