purple toner
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible16.0%search→purchase rate — share of searches ending in a sale
Market size
Okay£217K£217K/yr · 134K searches
Avg price
Okay£10.17avg listing price — sweet spot $15–$100
Growth
Okay+6.8%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad4,421.42avg incumbent reviews — the moat a new listing must climb
Price range
Bad£3.39–£17.57cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad82%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, purple toner is a £217K/yr Amazon United Kingdom market (134K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Skip it — 40/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
purple toner market data
- Units sold / yr
- 20K–25K
- avg 1,250–1,500/product
- Revenue / yr
- £203K–£254K
- units × avg price
- Conversion rate
- 16.0%
- Avg BSR
- #157
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 flat
Sellers
92
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- Fudge88%
- FANOLA8%
- PROVOKE2%
- Jerome Russell2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +6.8% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 2.4×
Top purple toner search terms
- fudge purple shampoo82K/yr
- purple toner17K/yr
- fudge purple shampoo and conditioner6K/yr
- fanola no yellow mask5K/yr
- fanola no yellow conditioner6K/yr
- purple toner for bleached hair6K/yr
- purple hair toner5K/yr
- fudge clean blonde shampoo4K/yr
- purple shampoo fudge3K/yr
Top purple toner 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fudge Professional Clean Blonde Damage Rewind Shampoo Intense Purple Toning for Blonde hair Bond Repair Technology Sulfate Free 250 ml
Fudge£7.584.6★3,714 rev
Fudge Professional Original Clean Blonde Shampoo Purple Toning for Blonde Hair 250 ml
Fudge£7.844.7★9,285 rev
Fudge Professional Original Clean Blonde Shampoo Bulk Size Purple Toning for Blonde Hair 1 Litre
Fudge£16.844.7★9,285 rev
Fudge Professional Everyday Clean Blonde Damage Rewind Shampoo Daily Purple Toning for Blonde Hair Bond Repair Technology 250 ml
Fudge£7.514.5★900 rev
Fanola No Yellow Mask Anti-Yellow Mask for Healthy and Vital Blonde Hair Neutralizes Yellow Tones for Pre-Lightened Highlighted and Grey Hair 350
FANOLA£9.344.5★2,747 rev
Newest
by launch dateFudge Professional Everyday Clean Blonde Damage Rewind Shampoo Daily Purple Toning for Blonde Hair Bond Repair Technology 250 ml
Fudge£7.51900 rev
Fudge Professional Everyday Clean Blonde Damage Rewind Conditioner Daily Purple Toning for Blonde Hair Bond Repair Technology 250 ml
Fudge£7.35664 rev
PROVOKE Touch of Silver Toning Treatment Mask 200ml | Purple Conditioner for Blonde Platinum White or Grey Hair | Purple Shampoo Alternative to Banish Brassy Tones packaging may vary
PROVOKE£4.354,325 rev
Fudge Professional Clean Blonde Damage Rewind Shampoo Intense Purple Toning for Blonde hair Bond Repair Technology Sulfate Free 250 ml
Fudge£7.583,714 rev
Fudge Professional Original Clean Blonde Shampoo Purple Toning for Blonde Hair 250 ml
Fudge£7.849,285 rev
Trending
90-day click momentumFanola No Yellow Mask Anti-Yellow Mask for Healthy and Vital Blonde Hair Neutralizes Yellow Tones for Pre-Lightened Highlighted and Grey Hair 350
FANOLA£9.344.5★
Fudge Professional Clean Blonde Damage Rewind Conditioner Intense Purple Toning for Blonde Hair Bond Repair Technology Sulfate Free 250 ml
Fudge£7.854.7★
Jerome Russell Bblonde Maximum Blonde SILVER Toner | 75ml
Jerome Russell£3.394.3★
Fudge Professional Clean Blonde Damage Rewind Shampoo Intense Purple Toning for Blonde hair Bond Repair Technology Sulfate Free 250 ml
Fudge£7.584.6★
Fudge Professional Original Clean Blonde Shampoo Purple Toning for Blonde Hair 250 ml
Fudge£7.844.7★
What buyers say about purple toner
What buyers praise and complain about, mined from review topics.What buyers love
“Shampoo quality is good too”
“Fair price”
“I have so many compliments on the colour”
“Best shampoo for blondes, keeps it nice and bright”
“Nice smell”
“Does exactly what it should”
“Easy to use”
“It doesnt leave my hair feeling dry”
“Fantastic and gentle on hair”
“Keeps yellow tones away”
What buyers complain about
“the purple didnt really neutralise any of the brassyness”
“beware if you leave it on too long you'll have violet hair”
“Made my hair feel dry”
“Didnt work for me”
“Its a large bottle”
“smells a bit weird”
“pump doesnt work”
“my hair looked dull after use”
“at least half the bottle leaked out”
“Left on for only another 10 minutes because my hair is over processed in parts”
Top return reasons
Common questions
- Is purple toner profitable to sell on Amazon United Kingdom?
- The niche generates £217K/yr across 12 tracked products. 90-day search growth is +6.8%. Flapen's verdict: Skip it (40/100).
- How competitive is the purple toner niche?
- 4 brands and 92 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in purple toner?
- Top complaints mined from reviews: Color, Suitability Colored Hair, Moist/Dry. The return rate is 0.0%.
- When does demand for purple toner peak?
- Demand peaks in Jul; the busiest month runs 2.4× the quietest.
- What does it cost to enter the purple toner niche?
- Listings span £3.39–£17.57; the average listing price is £10.17 (sweet spot $15–$100). The average incumbent carries 4,421 reviews — the moat a new listing must climb.