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

The niche generates £109K/yr across 15 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +27.0%. Flapen's verdict: Skip it (47/100).

How competitive is the red nail polish niche?

11 brands and 67 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in red nail polish?

Top complaints mined from reviews: Thickness, Color, Quality-Overall. The return rate is 0.2%.

When does demand for red nail polish peak?

Demand peaks in Feb–Dec; the busiest month runs 3.2× the quietest.

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

Listings span £2.10–£9.58; the average listing price is £4.55 (sweet spot $15–$100). The average incumbent carries 17,443 reviews — the moat a new listing must climb.

red nail polish

Skip it

Prices mostly outside the sweet spot ($2.10–$9.58) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Incredible12.4%

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

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Growth

Good+27.0%

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

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Market size

Okay£109K

£109K/yr · 193K searches

Competition

Bad74%

top-5 click share — a locked-up shelf

Review moat

Bad17,443

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£4.55

avg listing price — sweet spot $15–$100

Price range

Bad£2.10–£9.58

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

According to Flapen's Amazon United Kingdom niche tracking, red nail polish is a £109K/yr Amazon United Kingdom market (193K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Feb–Dec. Verdict: Skip it — 47/100.

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

red nail polish market data

Units sold / yr: 20K–25K; avg 1,000–1,250/product
Revenue / yr: £91K–£114K; units × avg price
Conversion rate: 12.4%
Avg BSR: #59
Page quality: 0%
Prime: 100%
Sponsored: 53%
Out of stock: 0.0%
Avg brand age: 50 months
Avg seller age: 152 days

Competition & brand share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 falling

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

10%

Rimmel52%
Max Factor10%
essie10%
JODSONE9%
OPI6%
Sally Hansen3%
Open — no brand owns it (5 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — +27.0% search growth over the last 90 days.

Peak months: Feb, Dec · busiest ÷ quietest = 3.2×

Open Trend

Top red nail polish search terms

red nail polish118K/yr +18.2%9.6% conv.
red nail varnish38K/yr +45.3%10.3% conv.
nail polish red11K/yr +21.9%6.1% conv.
red nail varnish quick dry10K/yr +29.9%12.3% conv.
bright red nail polish7K/yr +81.5%3.9% conv.
red nail polish quick dry6K/yr +55.9%10.2% conv.
nail varnish red3K/yr +18.1%9.5% conv.

All search terms

Top red 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.

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

All 15 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£3.074.4★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£3.124.4★78,935 rev

Max Factor Masterpiece X Press Nail Polish 8 ml SheS Reddy 310 1 count

Max Factor£3.874.4★3,187 rev

JODSONE 16.5ml Red Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women

JODSONE£3.374.0★2,266 rev

Essie Original Nail Polish Bright Red Red-Orange Blend With Stylist And Creamy Finish Perfect Partner For All Your Fashion Victories 64 Fifth Avenue

essie£6.414.5★788 rev

Newest

by launch date

OPI RapiDry Quick-Dry Lacquer - Secs Appeal Red Nail Polish - Vegan Fast Drying & Smudge-proof in 60 Seconds (9ml)

OPI£5.3810,471 rev

5mo ago

Cherry Red Nail Polish 10ml Quick Dry Water-Based Breathable Formula Long Lasting Varnish for Home Nail Art Dark Red Lacquer for Women

KKwoter£3.4121 rev

8mo ago

JODSONE 16.5ml Red Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women

JODSONE£3.372,266 rev

1y ago

Nails Inc Its Topless Gel-Like Nail Polish 4-in-1 Base Coat Treatment Colour & Top Coat Long Lasting Strong Chip Free Nails Glossy Salon Quality Manicure Air Dry Nail Polish Kendall 14 ML

Nails Inc£6.222,079 rev

1y ago

Barry M Cosmetics Gelly Hi Shine Gel Nail Paint Shade Red Hot Chilli

Barry M£3.098,627 rev

5y ago

What buyers say about red nail polish

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

What buyers love

Color44%

“Beautiful colour”

Quality-Overall12%

“Very good nail polish”

Moist/Dry8%

“dries very quickly which is a plus when you're in a hurry”

Value For Money6%

“Worth every penny”

Durability6%

“It really does last”

Brightness/Shine/Glow3%

“there is a lovely shine”

Stitch/Finish/Polish3%

“fast polish out there”

Coverage3%

“great coverage”

Ease Of Cleaning2%

“Nice to put on, lovely brush, dries quickly”

Brush Quality2%

“this one is a keeper 👍❤️ not too bright goes in well with a great brush that covers most of the nail in one stroke”

What buyers complain about

Thickness18%

“2 coats is needed otherwise its too sheer”

Color15%

“Darker than advertised”

Quality-Overall11%

“Cheap and nasty”

Durability9%

“Chipped within two days”

Moist/Dry8%

“not fast drying”

Advertised Vs Actual Product7%

“Product much darker than advertised”

Dilute/Watery4%

“Watery”

Functionality-Overall4%

“Expected better from Barry m - 5 hours and chipped already”

Value For Money4%

“There is a reason why its so cheap”

Brightness/Shine/Glow4%

“Waste of money no shine at all”

Top return reasons

Color56%

Advertised Vs Actual Product13%

Quality-Overall6%

Functionality-Overall4%

Durability3%

Defective Material/Parts3%

Thin2%

Moist/Dry2%

Stain Resistance1%

Brightness/Shine/Glow1%

Common questions

Is red nail polish profitable to sell on Amazon United Kingdom?: The niche generates £109K/yr across 15 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +27.0%. Flapen's verdict: Skip it (47/100).
How competitive is the red nail polish niche?: 11 brands and 67 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in red nail polish?: Top complaints mined from reviews: Thickness, Color, Quality-Overall. The return rate is 0.2%.
When does demand for red nail polish peak?: Demand peaks in Feb–Dec; the busiest month runs 3.2× the quietest.
What does it cost to enter the red nail polish niche?: Listings span £2.10–£9.58; the average listing price is £4.55 (sweet spot $15–$100). The average incumbent carries 17,443 reviews — the moat a new listing must climb.