---
title: "Hair Putty — £142K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/hair-putty"
last_updated: "2026-08-05T22:17:49.902Z"
locale: en
meta:
description: "Niche score 41/100 · £142K/yr market · 202K searches/yr · £5.73 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £142K/yr market · 202K searches/yr · £5.73 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Hair Putty — £142K/yr Amazon UK Niche (2026) - Flapen"
---
# **hair putty**
**Skip it**
Prices mostly outside the sweet spot ($2.91–$11.65) — this niche doesn't clear our bar today.
Market size 31Growth 25Conversion 95Competition 19Returns 100Price range 0Avg price 16Brand share 6Review moat 65Quality gap 62
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.2%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****918.92**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
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**
**Bad****78%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£5.73**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****98%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£2.91–£11.65**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KHoliday '25Nov '25Dec '25Jan '26Mar '26Apr '26May '26
[**Open Trend **](https://flapen.com/research/uk/beauty/hair-putty/trend)
## **Top hair putty search terms**
- **vo5**46K/yr+28.6%3.0% conv. - **vo5 rework putty**36K/yr-34.9%23.5% conv. - **vo5 styling wax**18K/yr-2.4%10.1% conv. - **hair putty**19K/yr-4.5%7.9% conv. - **hair putty for men**13K/yr+7.8%10.3% conv. - **v05**11K/yr+28.5%5.2% conv. - **vo5 gel wax**8K/yr-10.8%4.3% conv. - **hair putty for women**8K/yr-18.3%6.8% conv. - **vo5 wax**6K/yr+5.9%8.3% conv. - **vo5 hair wax**6K/yr+13.3%7.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/hair-putty/search-terms)
## **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.
0%15%£21K30%£42K45%£64K60%£85K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4**VO5**£3.50**4.5★1,761 rev](https://www.amazon.co.uk/dp/B003BQERCC) [2**VO5 Styling Wax Rework Hold Natural Shine XXL 100ml**VO5**£7.53**4.1★77 rev](https://www.amazon.co.uk/dp/B0D49H7CMM) [3**VO5 Extreme Matt Clay 75 ml**Lynx**£3.37**4.5★229 rev](https://www.amazon.co.uk/dp/B0142CIYXQ) [4**Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml**Got2B**£3.62**4.6★1,163 rev](https://www.amazon.co.uk/dp/B014G3E020) [5**VO5 Hair Styling Mini Texture Rework Putty for Men & Women - Rework Hold Flexible Matt Finish for All-Day Control 30ml - Pack of 2**Generic**£8.42**3.6★16 rev](https://www.amazon.co.uk/dp/B0FYHZNLD1)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**VO5 Styling Wax with Cosmetic Spatula - Rework Hold Natural Shine Hair Wax for Men & Women**Generic**£11.65**2 rev3mo ago](https://www.amazon.co.uk/dp/B0GVKZKBS4) [**VO5 Hair Styling Mini Texture Rework Putty for Men & Women - Rework Hold Flexible Matt Finish for All-Day Control 30ml - Pack of 2**Generic**£8.42**16 rev8mo ago](https://www.amazon.co.uk/dp/B0FYHZNLD1) [**VO5 Styling Wax Rework Hold Natural Shine XXL 100ml**VO5**£7.53**77 rev2y ago](https://www.amazon.co.uk/dp/B0D49H7CMM) [**VO5 Rework Putty Matt Finish XXL 200ml - Flexible Hold for Bold Styles**VO5**£10.34**102 rev2y ago](https://www.amazon.co.uk/dp/B0D3TTFN7G) [**VO5 Mega Hold Gel Spray 200ml Extra Strong Hair Styling Spray for Hold & Control**VO5**£3.44**107 rev6y ago](https://www.amazon.co.uk/dp/B01BSPMWNS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**VO5 Styling Wax with Cosmetic Spatula - Rework Hold Natural Shine Hair Wax for Men & Women**Generic**£11.65**4.5★**▲ 243%**](https://www.amazon.co.uk/dp/B0GVKZKBS4) [**VO5 Extreme Matt Clay 75 ml**Lynx**£3.37**4.5★**▲ 120%**](https://www.amazon.co.uk/dp/B0142CIYXQ) [**VO5 Mega Hold Gel Spray 200ml Extra Strong Hair Styling Spray for Hold & Control**VO5**£3.44**4.6★**▲ 89%**](https://www.amazon.co.uk/dp/B01BSPMWNS) [**VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4**VO5**£3.50**4.5★**▲ 80%**](https://www.amazon.co.uk/dp/B003BQERCC) [**VO5 Gel Wax Hair Styling Product for Flexible Hold & Definition Reworkable Texture Soft Shine Finish Non-Greasy Ideal for Short Hair 75ml**VO5**£5.86**4.0★**▲ 29%**](https://www.amazon.co.uk/dp/B014G34W0U)
**~~View all trending →~~**
## **What buyers say about hair putty**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**20%
*“way better than other clay Ive got before”*
**Hair Styling**12%
*“Great for styling”*
**Smell**10%
*“It also smells lovely and fruity”*
**Suitability Straight Hair**8%
*“Perfect for all hair types”*
**Value For Money**7%
*“Good value and easy to use”*
**Advertised Vs Actual Product**6%
*“As advertised”*
**Durability**5%
*“Holds well”*
**Hair Growth**4%
*“Has a strong hold without making his hair hard”*
**Ease Of Use**4%
*“Very easy to use”*
**Soft Feel**2%
*“Smooths hair”*
### **What buyers complain about **
**Smell**18%
*“smells odd”*
**Advertised Vs Actual Product**7%
*“This product is not as advertised”*
**Quality-Overall**7%
*“Poor quality replacement of the Hard to get paste”*
**Adhesion/Stickiness**7%
*“Sticky mess”*
**Texture/Consistency-Overall**5%
*“Chewing gum texture”*
**Suitability Wavy Hair**4%
*“Not great my hair goes Bushey in the wind”*
**Strength**4%
*“virtually no hold”*
**Suitability Short Hair**4%
*“Didnt provide much hold for short fine hair”*
**Grip**4%
*“the hold is significantly worse than before”*
**Thickness**3%
*“Thin and Greasy”*
### **Top return reasons **
**Advertised Vs Actual Product**49%
**Size-Overall**14%
**Value For Money**9%
**Color**7%
**Functionality-Overall**3%
**Ease Of Use**2%
**Defective Material/Parts**2%
**Suitability Short Hair**2%
**Quality-Overall**2%
**Product Condition**1%
## **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.
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