How competitive is the Hair Paste niche on Amazon United Kingdom?

7 brands and 133 sellers compete in Hair Paste on Amazon United Kingdom. The top 5 Hair Paste products take 89% of clicks and its top 5 brands hold 95% of demand.

What do buyers complain about in Hair Paste?

Hair Paste buyers on Amazon United Kingdom complain most about Smell, Dispensing Mechanism, Motor Power, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Hair Paste niche?

Hair Paste sells for £9.21 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £3.62–£25.29. The average incumbent carries 5,185 reviews — the moat a new listing must climb.

Hair Paste

a concentrated shelf (top 5 take 89% of clicks) — Hair Paste doesn't clear our bar today.

Flapen Score

Skip it

Ranks 1,531 of 2,481 Beauty niches · −3 vs the category median of 47

This niche Category average · 2,481 niches

Is Hair Paste profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Hair Paste is a £145K/yr Amazon United Kingdom market (101K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 44/100.

Hair Paste: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +12.8% over the last 90 days and 15.6% of searches end in a purchase.

£145K

revenue / yr

Units sold / yr20K

Search volume / yr+12.8%101K

Conversion rate15.6%

Avg price£9.21

Who owns the niche?

The top 5 brands hold 95% of demand, so 5% of the market is open.

open market share

Brands · sellers7 · 133

Top-5 product click share89%

Open market5%

Avg brand age84 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 9 products

Top Hair Paste products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml

Price: £3.62
Rating: 4.6/5
Reviews: 1,163
Age: 10y ago

Schwarzkopf got2b PhenoMENal Moulding Vegan Medium Hold No Stickiness Natural Finish Silicone Free Hair Paste 100ml

Price: £4.13
Rating: 4.6/5
Reviews: 724
Age: 10y ago

American Crew Defining Paste with Medium Hold and Low Shine Gifts for Men for Thickening and Texture Matte Finish Hair Styling Wax for Men - 85 g

Price: £10.15
Rating: 4.4/5
Reviews: 9,083
Age: 19y ago

Johnnys Chop Shop - No. 1 Matt Paste In A Tin Strong Hold Natural Finish (75g)

Price: £6.85
Rating: 4.4/5
Reviews: 1,166
Age: 7y ago

Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g

Price: £7.72
Rating: 4.1/5
Reviews: 1,063
Age: 6y ago

Newest

by launch date

Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g

Price: £7.72
Rating: 4.1/5
Reviews: 1,063
Age: 6y ago

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

Price: £10.60
Rating: 4.4/5
Reviews: 3,024
Age: 6y ago

Johnnys Chop Shop - No. 1 Matt Paste In A Tin Strong Hold Natural Finish (75g)

Price: £6.85
Rating: 4.4/5
Reviews: 1,166
Age: 7y ago

ManCave Texturising Hair Paste for Men Natural Looking Texture and Definition with Panthenol Arginine and Caffeine Flexible and Reworkable Hold Vegan Cruelty Free 75 ml Packaging May Vary

Price: £5.38
Rating: 4.2/5
Reviews: 645
Age: 8y ago

Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml

Price: £3.62
Rating: 4.6/5
Reviews: 1,163
Age: 10y ago

Competition: brands, sellers & click share

The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

133

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

89%

Top 20: 100%

Open market

Got2B72%
American Crew10%
Johnny's Chop Shop6%
Fudge4%
ManCave3%
Slick Gorilla3%
Open — no brand owns it (1 brand, 3%)

Hair Paste demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume101KCVR15.6%Products9Brands7Top 5 Brands95%OOS Rate0.0%Rating4.4★Reviews5,185Avg BSR#17

No pronounced peak months · busiest ÷ quietest = 1.5×

Top Hair Paste search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

hair paste23K/yr +5.3%4.1% conv.
got2b beach matt paste12K/yr +40.6%21.9% conv.
hair paste men12K/yr +2.6%6.2% conv.
matt paste7K/yr +31.2%6.4% conv.
mens hair paste8K/yr +2.5%4.3% conv.
matte paste6K/yr +10.4%4.9% conv.
matte hair paste5K/yr +3.0%3.7% conv.
matt hair paste4K/yr +39.8%6.1% conv.
matt paste hair men4K/yr +12.5%10.0% conv.
matte paste hair men4K/yr -0.3%6.0% conv.

What reviews say buyers love and hate about Hair Paste

What buyers mention most, as a share of all reviews.

What buyers love

70% of reviews

Quality-Overall23%

“Good hair product”

Smell14%

“It also smells lovely and fruity”

Hair Styling6%

“Great for styling”

Advertised Vs Actual Product6%

“As advertised”

Value For Money5%

“Good product at good price”

What buyers complain about

65% of reviews

Smell12%

“Smells Awful”

Dispensing Mechanism11%

“Dispenser USELESS”

Motor Power7%

“pump didnt work”

Quality-Overall6%

“Quality. Bad”

Moist/Dry5%

“this time i have found the paste to be very dry”

Hair Paste return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Motor Power

62%

2Dispensing Mechanism

3Functionality-Overall

4Defective Material/Parts

5Ease Of Use

Common Hair Paste questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Hair Paste 44/100 on Amazon United Kingdom — Skip it. The niche generates £145K/yr across 9 tracked products. Search demand moved +12.8% over the last 90 days.