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

6 brands and 140 sellers compete in Hair Putty on Amazon United Kingdom. The top 5 Hair Putty products take 78% of clicks and its top 5 brands hold 98% of demand.

What does it cost to enter the Hair Putty niche?

Hair Putty sells for £5.73 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.91–£11.65. The average incumbent carries 919 reviews — the moat a new listing must climb.

Hair Putty

prices mostly outside the sweet spot ($2.91–$11.65) — Hair Putty doesn't clear our bar today.

Flapen Score

Skip it

Ranks 1,867 of 2,481 Beauty niches · −6 vs the category median of 47

This niche Category average · 2,481 niches

Is Hair Putty profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Hair Putty is a £142K/yr Amazon United Kingdom market (202K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 41/100.

Hair Putty: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -0.9% over the last 90 days and 12.2% of searches end in a purchase.

£142K

revenue / yr

Units sold / yr20K

Search volume / yr-0.9%202K

Conversion rate12.2%

Avg price£5.73

Who owns the niche?

The top 5 brands hold 98% of demand, so 2% of the market is open.

open market share

Brands · sellers6 · 140

Top-5 product click share78%

Open market2%

Avg brand age74 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 · 13 products

Top Hair Putty 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

VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4

Price: £3.50
Rating: 4.5/5
Reviews: 1,761
Age: 15y ago

VO5 Styling Wax Rework Hold Natural Shine XXL 100ml

Price: £7.53
Rating: 4.1/5
Reviews: 77
Age: 2y ago

VO5 Extreme Matt Clay 75 ml

Price: £3.37
Rating: 4.5/5
Reviews: 229
Age: 10y ago

Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml

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

VO5 Hair Styling Mini Texture Rework Putty for Men & Women - Rework Hold Flexible Matt Finish for All-Day Control 30ml - Pack of 2

Price: £8.42
Rating: 3.6/5
Reviews: 16
Age: 8mo ago

Newest

by launch date

VO5 Styling Wax with Cosmetic Spatula - Rework Hold Natural Shine Hair Wax for Men & Women

Price: £11.65
Rating: 4.5/5
Reviews: 2
Age: 3mo ago

VO5 Hair Styling Mini Texture Rework Putty for Men & Women - Rework Hold Flexible Matt Finish for All-Day Control 30ml - Pack of 2

Price: £8.42
Rating: 3.6/5
Reviews: 16
Age: 8mo ago

VO5 Styling Wax Rework Hold Natural Shine XXL 100ml

Price: £7.53
Rating: 4.1/5
Reviews: 77
Age: 2y ago

VO5 Rework Putty Matt Finish XXL 200ml - Flexible Hold for Bold Styles

Price: £10.34
Rating: 4.4/5
Reviews: 102
Age: 2y ago

VO5 Mega Hold Gel Spray 200ml Extra Strong Hair Styling Spray for Hold & Control

Price: £3.44
Rating: 4.6/5
Reviews: 107
Age: 6y ago

Competition: brands, sellers & click share

The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

6 falling

Sellers

140

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

VO572%
Got2B8%
Generic7%
Lynx6%
Bed Head4%
L'Oreal Paris2%
Open — no brand owns it (0%)

Hair Putty demand & seasonality

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

Volume202KCVR12.2%Products13Brands6Top 5 Brands98%OOS Rate0.0%Rating4.4★Reviews919Avg BSR#94

Top Hair Putty search terms shoppers use

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

vo546K/yr +28.6%3.0% conv.
vo5 rework putty36K/yr -34.9%23.5% conv.
vo5 styling wax18K/yr -2.4%10.1% conv.
hair putty19K/yr -4.5%7.9% conv.
hair putty for men13K/yr +7.8%10.3% conv.
v0511K/yr +28.5%5.2% conv.
vo5 gel wax8K/yr -10.8%4.3% conv.
hair putty for women8K/yr -18.3%6.8% conv.
vo5 wax6K/yr +5.9%8.3% conv.
vo5 hair wax6K/yr +13.3%7.8% conv.

What reviews say buyers love and hate about Hair Putty

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

What buyers love

77% of reviews

Quality-Overall20%

“way better than other clay Ive got before”

Hair Styling12%

“Great for styling”

Smell10%

“It also smells lovely and fruity”

Suitability Straight Hair8%

“Perfect for all hair types”

Value For Money7%

“Good value and easy to use”

What buyers complain about

62% of reviews

Smell18%

“smells odd”

Advertised Vs Actual Product7%

“This product is not as advertised”

Quality-Overall7%

“Poor quality replacement of the Hard to get paste”

Adhesion/Stickiness7%

“Sticky mess”

Texture/Consistency-Overall5%

“Chewing gum texture”

Hair Putty return rate & reasons

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

0.1%

Return rate

75%

Fixable by listing

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

1Advertised Vs Actual Product

49%

2Size-Overall

14%

3Value For Money

4Color

5Functionality-Overall

Common Hair Putty questions

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

Flapen scores Hair Putty 41/100 on Amazon United Kingdom — Skip it. The niche generates £142K/yr across 13 tracked products. 0 of 2 products launched in the last 360 days are still selling. Search demand moved -0.9% over the last 90 days.

Hair Putty buyers on Amazon United Kingdom complain most about Smell, Advertised Vs Actual Product, Quality-Overall, the themes mined from the niche's reviews. Its return rate is 0.1%.