hair putty
Skip itPrices mostly outside the sweet spot ($2.91–$11.65) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.2%search→purchase rate — share of searches ending in a sale
Review moat
Good918.92avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay£142K£142K/yr · 202K searches
Growth
Bad-0.9%90-day search growth — must beat 0% to launch
Competition
Bad78%top-5 click share — a locked-up shelf
Avg price
Bad£5.73avg listing price — sweet spot $15–$100
Brand share
Bad98%top-5 brand share — brand-locked demand
Price range
Bad£2.91–£11.65cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 21, 2026 · scored weekly · How we score niches
hair putty market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £86K–£115K
- units × avg price
- Conversion rate
- 12.2%
- Avg BSR
- #94
- Page quality
- 0%
- Prime
- 77%
- Sponsored
- 46%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 149 days
Competition & brand share
The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
140
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
78%
Top 20: 100%
Open market
0%
- VO572%
- Got2B8%
- Generic7%
- Lynx6%
- Bed Head4%
- L'Oreal Paris2%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 37 weeks — -0.9% search growth over the last 90 days.Top hair putty search terms
- vo546K/yr
- vo5 rework putty36K/yr
- vo5 styling wax18K/yr
- hair putty19K/yr
- hair putty for men13K/yr
- v0511K/yr
- vo5 gel wax8K/yr
- hair putty for women8K/yr
- vo5 wax6K/yr
- vo5 hair wax6K/yr
Top hair putty 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4
VO5£3.504.5★1,761 rev
VO5 Styling Wax Rework Hold Natural Shine XXL 100ml
VO5£7.534.1★77 rev
VO5 Extreme Matt Clay 75 ml
Lynx£3.374.5★229 rev
Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml
Got2B£3.624.6★1,163 rev
VO5 Hair Styling Mini Texture Rework Putty for Men & Women - Rework Hold Flexible Matt Finish for All-Day Control 30ml - Pack of 2
Generic£8.423.6★16 rev
Newest
by launch date
VO5 Styling Wax with Cosmetic Spatula - Rework Hold Natural Shine Hair Wax for Men & Women
Generic£11.652 rev
VO5 Hair Styling Mini Texture Rework Putty for Men & Women - Rework Hold Flexible Matt Finish for All-Day Control 30ml - Pack of 2
Generic£8.4216 rev
VO5 Styling Wax Rework Hold Natural Shine XXL 100ml
VO5£7.5377 rev
VO5 Rework Putty Matt Finish XXL 200ml - Flexible Hold for Bold Styles
VO5£10.34102 rev
VO5 Mega Hold Gel Spray 200ml Extra Strong Hair Styling Spray for Hold & Control
VO5£3.44107 rev
Trending
90-day click momentumVO5 Styling Wax with Cosmetic Spatula - Rework Hold Natural Shine Hair Wax for Men & Women
Generic£11.654.5★
VO5 Extreme Matt Clay 75 ml
Lynx£3.374.5★
VO5 Mega Hold Gel Spray 200ml Extra Strong Hair Styling Spray for Hold & Control
VO5£3.444.6★
VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4
VO5£3.504.5★
VO5 Gel Wax Hair Styling Product for Flexible Hold & Definition Reworkable Texture Soft Shine Finish Non-Greasy Ideal for Short Hair 75ml
VO5£5.864.0★
What buyers say about hair putty
What buyers praise and complain about, mined from review topics.What buyers love
“way better than other clay Ive got before”
“Great for styling”
“It also smells lovely and fruity”
“Perfect for all hair types”
“Good value and easy to use”
“As advertised”
“Holds well”
“Has a strong hold without making his hair hard”
“Very easy to use”
“Smooths hair”
What buyers complain about
“smells odd”
“This product is not as advertised”
“Poor quality replacement of the Hard to get paste”
“Sticky mess”
“Chewing gum texture”
“Not great my hair goes Bushey in the wind”
“virtually no hold”
“Didnt provide much hold for short fine hair”
“the hold is significantly worse than before”
“Thin and Greasy”
Top return reasons
Common questions
- Is hair putty profitable to sell on Amazon United Kingdom?
- The niche generates £142K/yr across 13 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -0.9%. Flapen's verdict: Skip it (41/100).
- How competitive is the hair putty niche?
- 6 brands and 140 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in hair putty?
- Top complaints mined from reviews: Smell, Advertised Vs Actual Product, Quality-Overall. The return rate is 0.1%.
- What does it cost to enter the hair putty niche?
- Listings span £2.91–£11.65; the average listing price is £5.73 (sweet spot $15–$100). The average incumbent carries 919 reviews — the moat a new listing must climb.