nail varnish
Worth a lookShows low returns (0.2%), but prices mostly outside the sweet spot ($2.76–$15.05) keeps it on the watch list.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Market size
Good£533K£533K/yr · 3.9M searches
Growth
Good+36.9%90-day search growth — must beat 0% to launch
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Conversion
Okay2.5%search→purchase rate — share of searches ending in a sale
Brand share
Bad90%top-5 brand share — brand-locked demand
Avg price
Bad£5.43avg listing price — sweet spot $15–$100
Review moat
Bad27,704.8avg incumbent reviews — the moat a new listing must climb
Price range
Bad£2.76–£15.05cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, nail varnish is a £533K/yr Amazon United Kingdom market (3.9M searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Jul–Dec. Verdict: Worth a look — 52/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
nail varnish market data
- Units sold / yr
- 125K–150K
- avg 1,500–2,000/product
- Revenue / yr
- £679K–£815K
- units × avg price
- Conversion rate
- 2.5%
- Avg BSR
- #29
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 60%
- Out of stock
- 0.3%
- Avg brand age
- 42 months
- Avg seller age
- 152 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
116
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
50%
Top 20: 90%
Open market
8%
- Rimmel64%
- JODSONE10%
- Sally Hansen7%
- Maybelline7%
- Max Factor3%
- VANREESA2%
- Open — no brand owns it (6 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +36.9% search growth over the last 90 days.Peak months: Jul, Dec · busiest ÷ quietest = 1.9×
Top nail varnish search terms
- nail polish1.9M/yr
- nail varnish661K/yr
- rimmel 60 seconds nail polish253K/yr
- nail polish set165K/yr
- rimmel nail polish134K/yr
- quick dry nail polish98K/yr
- nail polish quick dry59K/yr
- nail varnish quick dry52K/yr
- nail varnish sets122K/yr
- long lasting nail polish33K/yr
Top nail varnish 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£2.964.4★78,935 rev
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£3.074.4★78,935 rev
RIMMEL LONDON - 60 Seconds Super Shine Nail Polish Set - Super Glossy Ultra Shiny Finish - Precise One Stroke Application - Up To 10 Days Wear - High Impact Colour - 12 Assorted Shades
Rimmel£15.054.4★26,879 rev
Sally Hansen Insta-Dri Nail Polish Buff and Tumble 60 Seconds Quick Drying Long Lasting Streak Free Shiny Finish 3-in-1 Formula Built in Base and Top Coat 9.17ml
Sally Hansen£3.824.2★21,155 rev
Maybelline Forever Strong SuperStay 7day Gel 78 Porcelain Nail Polish 10ml
Maybelline£3.784.4★8,274 rev
Newest
by launch date
OPI RapiDry Quick-Dry Lacquer - Flash n Flirty Pink Shimmer Nail Polish - Vegan Fast Drying & Smudge-proof in 60 Seconds (9ml)
OPI£7.4110,471 rev
SUPWEE Pearl Nail Polish Set 6 Colors Quick Dry Mermaid Nail Polish 7ml Non UV Oil Based Air Fast Drying Nails Varnish Kit for Women Salon Home Use
SUPWEE£8.11564 rev
JODSONE 16.5ml Dusty Rose Nail Polish Large Volume Quick Drying Light Pink Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
JODSONE£3.752,266 rev
JODSONE 12 PCS Nail Polish Set With 10 Colour Combo 2 PCS Base And Top Coat Fast Drying Nail Polish For Women Beauty Gift
JODSONE£9.111,979 rev
JODSONE 10ml Nude Pink Nail Polish Set 6 Colors Brown Red Purple Suitable All Seasons 60 Second Quick Dry Nail Polish Set for Women Salon DIY Nail Art
JODSONE£6.334,847 rev
Trending
90-day click momentumRimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£2.964.4★
SUPWEE Pearl Nail Polish Set 6 Colors Quick Dry Mermaid Nail Polish 7ml Non UV Oil Based Air Fast Drying Nails Varnish Kit for Women Salon Home Use
SUPWEE£8.113.8★
OPI RapiDry Quick-Dry Lacquer - Flash n Flirty Pink Shimmer Nail Polish - Vegan Fast Drying & Smudge-proof in 60 Seconds (9ml)
OPI£7.414.2★
Rimmel 60 Seconds Super Shine Nail Polish Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£3.074.4★
Rimmel 60 Seconds Super Shine Nail Polish All Nails On Deck Quick-Dry Nail Polish Ultra-Shiny Finish Easy to Apply Vibrant Colour Long-Wearing Clean and Improved Formula Vegan 8ml
Rimmel£3.484.4★
What buyers say about nail varnish
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful colours”
“Good quality nail polish for the price”
“Very well priced”
“stayed on well”
“It does dry quick as said”
“Very shine”
“Smooth application”
“As Described”
“It does make them stronger, it has smoothed out ridges, lovely and shiny finish”
“Excellent coverage”
What buyers complain about
“two wrong colours”
“Absolutely rubbish”
“a bit thick”
“Durability is poor”
“not very good nail polish”
“takes ages to dry”
“Total waste of money”
“Not fit for purpose”
“Not as advertised”
“Poor coverage”
Top return reasons
Common questions
- Is nail varnish profitable to sell on Amazon United Kingdom?
- The niche generates £533K/yr across 30 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is +36.9%. Flapen's verdict: Worth a look (52/100).
- How competitive is the nail varnish niche?
- 12 brands and 116 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in nail varnish?
- Top complaints mined from reviews: Color, Quality-Overall, Thickness. The return rate is 0.2%.
- When does demand for nail varnish peak?
- Demand peaks in Jul–Dec; the busiest month runs 1.9× the quietest.
- What does it cost to enter the nail varnish niche?
- Listings span £2.76–£15.05; the average listing price is £5.43 (sweet spot $15–$100). The average incumbent carries 27,705 reviews — the moat a new listing must climb.