hair relaxer
Skip itPrices mostly outside the sweet spot ($4.84–$14.62) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Conversion
Great7.4%search→purchase rate — share of searches ending in a sale
Review moat
Great492.73avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Market size
Okay£150K£150K/yr · 236K searches
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Growth
Okay+0.6%90-day search growth — must beat 0% to launch
Avg price
Bad£8.52avg listing price — sweet spot $15–$100
Price range
Bad£4.84–£14.62cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, hair relaxer is a £150K/yr Amazon United Kingdom market (236K searches/yr). The top 5 brands hold 84% of demand. Verdict: Skip it — 45/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
hair relaxer market data
- Units sold / yr
- 15K–20K
- avg 750–1,000/product
- Revenue / yr
- £128K–£170K
- units × avg price
- Conversion rate
- 7.4%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 40%
- Sponsored
- 33%
- Out of stock
- 2.4%
- Avg brand age
- 69 months
- Avg seller age
- 159 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
61
Top-5 brand share
84%
Top 20: 92%
Top-5 click share
69%
Top 20: 100%
Open market
9%
- African Pride39%
- Generic21%
- Profectiv14%
- --8%
- Alvies6%
- Soft & Beautiful4%
- Open — no brand owns it (3 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top hair relaxer search terms
- hair relaxer59K/yr
- hair relaxer for black women44K/yr
- relaxer for black hair33K/yr
- dark and lovely hair relaxer31K/yr
- relaxer29K/yr
- hair relaxer for afro hair9K/yr
- dark and lovely7K/yr
- olive oil relaxer for black hair7K/yr
- olive oil hair relaxer5K/yr
- olive oil relaxer5K/yr
Top hair relaxer 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
African Pride Olive Miracle Conditioning Anti-Breakage Hair Relaxer 1 kit
African Pride£6.964.4★1,216 rev
Profectiv Mega Growth Anti Damage No Lye Hair Relaxer Regular Strength 6 Touch up
Profectiv£10.904.6★940 rev
Dark and Lovely Moisture Plus No Lye Relaxer Regular
Generic£9.924.4★90 rev
AFRICAN PRIDE Dream Kids Olive Miracle No-Lye Relaxer - Regular
African Pride£6.284.2★2,616 rev
Olive Oil Built-In Protection No-Lye Hair Relaxer Extra Strength
--£7.644.4★90 rev
Newest
by launch date
Olive Oil Hair Relaxer Normal Strength | 1 Application for Smooth Frizz-Free Hair
Alvies£7.7417 rev
Dark and Lovely No-Lye Relaxer Normal (Regular) & Applicator brush
Generic£10.3123 rev
Dark and Lovely Moisture Plus No Lye Relaxer Regular
Generic£9.9290 rev
Dark and Lovely No-Lye Relaxer Superl (Coarse Hair) & Applicator brush
Generic£10.0122 rev
African Pride Olive Miracle Conditioning Anti-Breakage Hair Relaxer 1 kit x 2 Pack Bundle
Cheeky Peach£14.6265 rev
Trending
90-day click momentum
ORS Olive Oil Built-In Protection Normal New Growth No-Lye Hair Relaxer
ORS£4.844.5★
Olive Oil Hair Relaxer Normal Strength | 1 Application for Smooth Frizz-Free Hair
Alvies£7.744.7★
Profectiv Mega Growth No-Lye 1 Touch Up Relaxer Kit Super
Profectiv£7.074.0★
Dark and Lovely No-Lye Relaxer Normal (Regular) & Applicator brush
Generic£10.314.4★
African Pride Olive Miracle Conditioning Anti-Breakage Hair Relaxer 1 kit
African Pride£6.964.4★
What buyers say about hair relaxer
What buyers praise and complain about, mined from review topics.What buyers love
“The quality is impressive it has a smooth”
“Hair soft and nice”
“Relaxed my hair so well”
“I find this item very good for my hair”
“Exactly as expected”
“Value for money”
“Dark and lovely hair relaxer”
“Effective and nice”
“Very easy to use”
“the built-in protection is great along with the Shea butter leave in makes the hair feel very nice”
What buyers complain about
“it has burnt my hair”
“It doesnt work for me”
“The activator bottle lid wasnt on properly and has leaked now only have have a bottle of the activator and a soggy”
“Product was damaged upon arrival”
“I wasted my money”
“It was also a weird shade of green when I mixed the activator into the creme”
“Besides my hair is now very dark since I used this product”
“Come winter trying to manage my hair is a nightmare”
“left in for too long or what coz even though it definitely straightened my afro curly hair also left it feeling all dry”
“left it all feeling dry/damaged especially on the ends”
Top return reasons
Common questions
- Is hair relaxer profitable to sell on Amazon United Kingdom?
- The niche generates £150K/yr across 15 tracked products. 90-day search growth is +0.6%. Flapen's verdict: Skip it (45/100).
- How competitive is the hair relaxer niche?
- 9 brands and 61 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in hair relaxer?
- Top complaints mined from reviews: Damage/Burn Hair, Functionality-Overall, Leak-Proof. The return rate is 0.2%.
- When does demand for hair relaxer peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the hair relaxer niche?
- Listings span £4.84–£14.62; the average listing price is £8.52 (sweet spot $15–$100). The average incumbent carries 493 reviews — the moat a new listing must climb.