Is nail polish pens profitable to sell on Amazon United Kingdom?

The niche generates £228K/yr across 68 tracked products. 0 of 48 products launched in the last 360 days are still selling. 90-day search growth is +3.0%. Flapen's verdict: Worth a look (63/100).

How competitive is the nail polish pens niche?

39 brands and 54 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 42% of demand.

What do buyers complain about in nail polish pens?

Top complaints mined from reviews: Quality-Overall, Moist/Dry, Color. The return rate is 0.9%.

When does demand for nail polish pens peak?

Demand peaks in Nov–Dec; the busiest month runs 4.0× the quietest.

What does it cost to enter the nail polish pens niche?

Listings span £2.99–£31.99; the average listing price is £9.04 (sweet spot $15–$100). The average incumbent carries 555 reviews — the moat a new listing must climb.

nail polish pens

Worth a look

Shows beatable incumbent ratings (2.7★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Quality gap

Incredible2.7★

avg incumbent rating — lower means beatable quality

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Brand share

Great42%

top-5 brand share — no brand owns this niche

Competition

Great31%

top-5 click share — an open shelf

Review moat

Good555.19

avg incumbent reviews — the moat a new listing must climb

Price range

Good£2.99–£31.99

cheapest to priciest tracked listing — scored on the share inside $15–$100

Market size

Okay£228K

£228K/yr · 1.1M searches

Growth

Okay+3.0%

90-day search growth — must beat 0% to launch

Conversion

Okay2.3%

search→purchase rate — share of searches ending in a sale

Avg price

Okay£9.04

avg listing price — sweet spot $15–$100

Signals No Dominant Brand Low Review Barrier Quality Gap Out of Stock

According to Flapen's Amazon United Kingdom niche tracking, nail polish pens is a £228K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 42% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 63/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

nail polish pens market data

Units sold / yr: 20K–25K; avg 100–250/product
Revenue / yr: £181K–£226K; units × avg price
Conversion rate: 2.3%
Avg BSR: #343
Page quality: 0%
Prime: 91%
Sponsored: 76%
Out of stock: 26.9%
Avg brand age: 21 months
Avg seller age: 159 days

Competition & brand share

Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.

Brands

39 rising

Sellers

Top-5 brand share

42%

Top 20: 87%

Top-5 click share

31%

Top 20: 67%

Open market

52%

Wowstic13%
AYBUY9%
Saviland8%
MADGININE6%
Maggidea6%
HIVETZ6%

Demand & seasonality

Weekly Amazon search volume, last 87 weeks — +3.0% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.0×

Open Trend

Top nail polish pens search terms

nail polish pens267K/yr +11.9%1.6% conv.
polishey nail polish pens uk308K/yr -29.7%1.4% conv.
nail varnish pens128K/yr +32.1%2.2% conv.
nail pens polish62K/yr +1.9%1.8% conv.
nail polish pen42K/yr +12.1%1.2% conv.
nail varnish pens for real nails32K/yr +71.9%1.5% conv.
nail polish pens uk45K/yr +34.1%1.6% conv.
polishey92K/yr -46.8%0.6% conv.
gel nail polish pens14K/yr +33.2%1.6% conv.
nail varnish pen18K/yr +45.1%1.5% conv.

All search terms

Top nail polish pens 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

AYBUY 6PCS 3-in-1 Gel Nail Polish Pen Set Quick-Dry Nail Art Pens No Base Coat Needed One Step Application Nails Varnish Pens DIY & Salon Manicure Kit for Girls and LadiesA

AYBUY£6.762.2★58 rev

4Pcs Nail Polish Pens 3 In 1 Gel Nail Polish Pen Set Pink Red One Step Nail Varnish Pens Quick Dry Nails Art Polish Pen Easy Apply for DIY Nails at Home No Base Coat Needed UV Lamp Required

Maggidea£9.352.2★63 rev

6Pcs Nail Polish Pens - Pink Red Nude Nail Pens Polish Set - Quick Dry Nail Varnish Pens for Real Nails - No Need Base Coat Nail Art Pens for Women DIY Salon

Wowstic£11.921.7★34 rev

SAVILAND Gel Nail Polish Pens Set 3 in 1: 6 Colors Nail Polish Pens uk One-Step Nail Polish Pen Set Foundation Gel Color Gel Top Gel Reinforcement in a Pen for Polarized Effect Travel 4 ML

Saviland£12.663.5★1,048 rev

3 in 1 Nail Art Pens - Gel Varnish & One Step Nail Polish Pen - 33 Colors

HIVETZ£3.552.2★207 rev

Newest

by launch date

6PCS Polish Nail Polish Pens Nail Polish Pens Nail Varnish Pens 3 In 1 Gel Nails Polish Pen Set Non UV Gel Nails Polish Crafts Pen DIY Nail Pens for Girls and Ladies

magimagi£13.4212 rev

2mo ago

6PCS Polish Nail Polish Pens Nail Polish Pens Nail Varnish Pens 3 In 1 Gel Nails Polish Pen Set UV Lamp Required Gel Nails Polish Crafts Pen DIY Nail Pens for Girls and Ladies

Pipihome£9.755 rev

3mo ago

6 Pcs Nail Polish Pens 3 In1 Glitter Gel Nail Varnish Pens One Step Quick Dry Nails Polish Pen for Home DIY and Professional Use

Uoxmiy£11.194 rev

3mo ago

AYBUY 6PCS 3-in-1 Gel Nail Polish Pen Set Quick-Dry Nail Art Pens No Base Coat Needed One Step Application Nails Varnish Pens DIY & Salon Manicure Kit for Girls and LadiesA

AYBUY£6.7658 rev

6mo ago

4Pcs Nail Pens Uk Set Diy Nail Art Beautiful Nail Pens Nail Varnish Pens for Girls Ideal for At Home Manicure

BAGUBDR£4.9610 rev

6mo ago

What buyers say about nail polish pens

What buyers praise and complain about, mined from review topics.

What buyers love

Color26%

“Great colours”

Ease Of Use16%

“Easy to use”

Paint Quality8%

“Love this nail paint pen”

Design-Overall8%

“perfect for neat designs”

Ease Of Application6%

“thanks to the fine-tip applicators”

Quality-Overall6%

“Good quality”

Value For Money4%

“Well worth buying”

Drying Time2%

“they dry surprisingly quickly”

Moist/Dry2%

“Dries relatively quickly”

Durability2%

“feel very durable”

What buyers complain about

Quality-Overall16%

“Rubbish product”

Moist/Dry9%

“took ages to dry”

Color7%

“two wrong colours”

Value For Money6%

“WASTE OF MONEY”

Smell6%

“Bad chemical smell”

Advertised Vs Actual Product5%

“Not as advertised”

Leak-Proof4%

“Leaked everywhere”

Ease Of Use4%

“Not as easy as says”

Instructions/User Manual/Troubleshooting4%

“No instructions on how to use the pens”

Paint Quality4%

“pumping the tip a few times the paint started to flow”

Top return reasons

Functionality-Overall20%

Color12%

Quality-Overall12%

Advertised Vs Actual Product9%

Moist/Dry8%

Smell7%