opi nail polish
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Growth
Okay+10.5%90-day search growth — must beat 0% to launch
Conversion
Okay2.5%search→purchase rate — share of searches ending in a sale
Market size
Okay£106K£106K/yr · 617K searches
Review moat
Bad6,145.8avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.90avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£3.76–£12.68cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, opi nail polish is a £106K/yr Amazon United Kingdom market (617K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Dec. Verdict: Skip it — 37/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
opi nail polish market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £104K–£138K
- units × avg price
- Conversion rate
- 2.5%
- Avg BSR
- #47
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 65%
- Out of stock
- 0.2%
- Avg brand age
- 52 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
2 falling
Sellers
86
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
60%
Top 20: 100%
Open market
0%
- essie91%
- OPI9%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.5% search growth over the last 90 days.Peak months: Feb, Dec · busiest ÷ quietest = 2.1×
Top opi nail polish search terms
- essie nail polishes320K/yr
- essie103K/yr
- essie nail polish70K/yr
- opi bubble bath12K/yr
- nail polish essie20K/yr
- sheer nail polish13K/yr
- essie nail varnish13K/yr
- sheer pink nail polish8K/yr
- esse nail polishes8K/yr
- bubble bath nail polish6K/yr
Top opi nail polish 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
essie Original Nail Polish Classic Sheer Pink Trendy Colour Lovely Natural Finish Nail Polish for Any Occasion & Season French Manicure 13 Mademoiselle
essie£5.544.4★10,747 rev
Essie Original Nail Polish Sheer Pink Pale Pink Great Coverage & Durability Colour For Any Occasions And The Queen Approves Shade: 6 Ballet Slippers
essie£5.544.4★10,747 rev
Essie Nail Polish Original Bordeaux Nail Polish Dark Red Nail Varnish Burgundy Cherry Red Nails Glossy Shine and High Coverage Salon Quality Finish Vegan Formula
essie£5.664.4★8,990 rev
Essie Nail Polish 57 Forever Yummy Hot Creamy Red Original High Performance Shine and High Coverage Nail Polish Long-Lasting Luxury Nail Varnish 13.5 ml
essie£5.884.6★5,331 rev
Gel by essie Gel-like Nail Polish Up to 15 Days of Wear No UV Light Frost Yourself Metallic Blush Pink Nail Polish 13.5ml
essie£7.604.4★2,014 rev
Newest
by launch date
Essie Glass Nails Cin Cin Soft Pink Nail Polish Sheer Finish Light-Reflecting Finish and Flawless Coverage Designed For High Shine & Glossy Surface Finish 13.5ml
essie£7.6122 rev
Gel by essie Gel-like Nail Polish Up to 15 Days of Wear No UV Light Frost Yourself Metallic Blush Pink Nail Polish 13.5ml
essie£7.602,014 rev
Gel by Essie Nail Polish Fairy Tailor Sheer Nude Pink Nail Polish Gel Couture Longlasting High Shine Up to 15 Days of Wear No UV Light Chip Resistant Vegan Formula 13.5ml
essie£6.992,022 rev
Gel by essie Nail Polish Shiny Topcoat Clear Topcoat Nail Polish Gel Couture Up to 15 Days of Wear No UV Light Longlasting High Shine Nail Varnish 13.5ml
essie£7.051,817 rev
OPI Infinite Shine Nail Polish - Bubble Bath - Gel Like & Long Lasting Pale Pink Nail Polish - with Pre-Cured Gel Technology & OPI Pro-Wide Brush (15ml)
OPI£10.841,338 rev
Trending
90-day click momentum
essie Nail Polish - No.891 Its High Time Professional Nail Polish Green Spring Tone Color 13.5ml
essie£3.764.5★
Gel by essie Gel-like Nail Polish Up to 15 Days of Wear No UV Light Frost Yourself Metallic Blush Pink Nail Polish 13.5ml
essie£7.604.4★
Essie Nail Polish 57 Forever Yummy Hot Creamy Red Original High Performance Shine and High Coverage Nail Polish Long-Lasting Luxury Nail Varnish 13.5 ml
essie£5.884.6★
essie Original Nail Polish Classic Sheer Pink Trendy Colour Lovely Natural Finish Nail Polish for Any Occasion & Season French Manicure 13 Mademoiselle
essie£5.544.4★
Essie Glass Nails Cin Cin Soft Pink Nail Polish Sheer Finish Light-Reflecting Finish and Flawless Coverage Designed For High Shine & Glossy Surface Finish 13.5ml
essie£7.614.7★
What buyers say about opi nail polish
What buyers praise and complain about, mined from review topics.What buyers love
“Cute colour”
“It's shiny,”
“Good nail care”
“Dries quickly, really strong and shiny”
“just a perfect application”
“Great value”
“Was attracted by the apricot colour and fragrance, and the cute bottle”
“gives off a lovely shiny finish”
“Very durable with a bottom”
“As described”
What buyers complain about
“Disappointing quality”
“Colour is slightly different”
“Expensive for what it is”
“it goes on like cheap thick polish”
“Goes on smeary”
“But this colour gives poor, uneven coverage, even after two coats”
“The second time I've used it the results are not good”
“And they didn't even make two hours after drying before they started chipping and peeling off”
“Worst nail varnish I have tried”
“This does not go on smoothly or evenly”
Top return reasons
Common questions
- Is opi nail polish profitable to sell on Amazon United Kingdom?
- The niche generates £106K/yr across 20 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +10.5%. Flapen's verdict: Skip it (37/100).
- How competitive is the opi nail polish niche?
- 2 brands and 86 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in opi nail polish?
- Top complaints mined from reviews: Quality-Overall, Color, Value For Money. The return rate is 0.7%.
- When does demand for opi nail polish peak?
- Demand peaks in Feb–Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the opi nail polish niche?
- Listings span £3.76–£12.68; the average listing price is £6.90 (sweet spot $15–$100). The average incumbent carries 6,146 reviews — the moat a new listing must climb.