Is scrunchies profitable to sell on Amazon United Kingdom?

The niche generates £453K/yr across 42 tracked products. 1 of 5 products launched in the last 360 days are still selling. 90-day search growth is +1.6%. Flapen's verdict: Worth a look (56/100).

How competitive is the scrunchies niche?

28 brands and 38 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 54% of demand.

What do buyers complain about in scrunchies?

Top complaints mined from reviews: Quality-Overall, Size-Overall, Stretchability/Expandability/Elasticity. The return rate is 0.4%.

When does demand for scrunchies peak?

Demand peaks in Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the scrunchies niche?

Listings span £2.57–£14.79; the average listing price is £6.07 (sweet spot $15–$100). The average incumbent carries 3,343 reviews — the moat a new listing must climb.

scrunchies

Worth a look

Shows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Brand share

Great54%

top-5 brand share — no brand owns this niche

Competition

Great39%

top-5 click share — an open shelf

Conversion

Good5.9%

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

Market size

Good£453K

£453K/yr · 1.3M searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,343.17

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+1.6%

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

Avg price

Bad£6.07

avg listing price — sweet spot $15–$100

Price range

Bad£2.57–£14.79

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

According to Flapen's Amazon United Kingdom niche tracking, scrunchies is a £453K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 54% of demand. Demand peaks in Dec. Verdict: Worth a look — 56/100.

Data updated Jul 20, 2026 · scored weekly · How we score niches

scrunchies market data

Units sold / yr: 80K–100K; avg 1,500–2,000/product
Revenue / yr: £486K–£607K; units × avg price
Conversion rate: 5.9%
Avg BSR: #78
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 3.2%
Avg brand age: 25 months
Avg seller age: 155 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

28 falling

Sellers

Top-5 brand share

54%

Top 20: 93%

Top-5 click share

39%

Top 20: 80%

Open market

40%

Kitsch20%
nuoshen12%
VENUSTE9%
Lolalet7%
FZHGVML6%
LilaLemon5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +1.6% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.7×

Open Trend

Top scrunchies search terms

scrunchies256K/yr -0.4%3.9% conv.
hair scrunchies for women175K/yr +28.4%4.6% conv.
silk scrunchies204K/yr -15.5%6.1% conv.
scrunchies for women146K/yr +6.0%5.1% conv.
hair scrunchies104K/yr +8.9%3.0% conv.
satin scrunchies74K/yr -6.8%6.7% conv.
scrunchie67K/yr +1.0%2.8% conv.
scrunchies for girls41K/yr +2.4%2.9% conv.
silk hair scrunchies32K/yr -9.2%6.6% conv.
silk scrunchie27K/yr -25.4%5.7% conv.

All search terms

Top scrunchies 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

Kitsch Ultra-Petite Satin Scrunchies for Women - No Crease Frizz-Free Sleep | Softer Than Silk Scrunchies Gentle On Hair Scrunchies for All Hair Types | Stylish Hair Accessories - Eucalyptus 6pcs

Kitsch£6.534.6★7,560 rev

6 Pieces Hair Scrunchies Satin Elastic Soft Hair Ties Scrunchy Hair Bands for Girls and Ladies

nuoshen£3.404.5★2,970 rev

VENUSTE Scrunchies for Women Premium Velvet Scrunchy for Hair Solid Color Elastic Thick Bands Soft Ropes Ponytail Holder Hair Accessories 12 Pack

VENUSTE£6.264.8★3,215 rev

7Pcs Silk Hair Scrunchies for Women Lengthening Satin Scrunchies for Hair Soft and Silky Hair Ties Hair Accessories for Women Girls Wont Snapped Elastic Hair Band Ponytail Holders

FZHGVML£4.924.7★869 rev

Kitsch Satin Scrunchies for Women - No Crease Hair Ties for Girls | Scrunchies For All Hair Types and Textures Perfect for Day or Night | Ideal Gifts for Women - 6 Pcs Terracotta

Kitsch£6.074.6★7,560 rev

Newest

by launch date

3 Pack Silk Scrunchies For Hair 100% Pure Mulberry Silk Hair Ties Stretchable Durable HairBand Gentle Hair Care Horseback Hair Rubber Hair Accessories Sleep Tie Gifts For Women 3 PACK 03

Tobfit£4.1024 rev

7mo ago

Black Satin Scrunchies 8 Pack Soft Hair Ties for Women & Girls

obeoby£5.20136 rev

7mo ago

Hair Scrunchies for Women - Pack of 8 Satin Scrunchies - Softer Than Silk Hair Ties - No Crease No Damage Frizz-free - Gentle on All Hair Types - Perfect for Day & Night - Thoughtful Choice for Her

UNIWR£5.5038 rev

8mo ago

Silk Hair Scrunchies for Women - Mulberry Silk Hair Bobbles for Less Frizz & Breakage 3 Pack Satin Softer&Durable Elastic Hair Ties (Pink Black Champagne)

Sylona£9.1188 rev

9mo ago

75 Pcs Velvet Scrunchies for Women - Soft Hair Scrunchies for Girls - No Damage Hair Ties for Thick Thin Hair - Cute Ponytail Holders Bulk Gift for Women

SEANTUA£7.1383 rev

1y ago

What buyers say about scrunchies

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

What buyers love

Quality-Overall22%

“Theyre well made”

Color19%

“The colors are beautiful”

Soft Feel12%

“smooth on my hair”

Value For Money9%

“Great value”

Advertised Vs Actual Product5%

“Just what I needed”

Suitability Straight Hair4%

“Perfect for thick hair”

Comfort-Overall4%

“They are comfortable”

Stretchability/Expandability/Elasticity3%

“good elastic”

Hair Styling3%

“ease of styling upon waking”

Material Quality3%

“the material is friendly with your hair”

What buyers complain about

Quality-Overall17%

“Bad quality”

Size-Overall14%

“Too tight”

Stretchability/Expandability/Elasticity10%

“Poor elastic”

Material Quality8%

“Shockingly cheap material”

Durability5%

“Broke upon first use”

Color5%

“The black dye runs”

Suitability Short Hair4%

“Cheap and awful, wouldn't put these in my hair”

Advertised Vs Actual Product4%

“False advertisement”

Value For Money4%

“Waste of money”

Thickness4%

“Kinda chunky in your hair if you have thin hair like me”

Top return reasons

Size-Overall29%

Quality-Overall19%

Color14%

Material Quality8%

Suitability Long Hair6%

Stretchability/Expandability/Elasticity4%

Value For Money2%

Suitability Short Hair2%

Thin2%

Advertised Vs Actual Product2%

Common questions

Is scrunchies profitable to sell on Amazon United Kingdom?: The niche generates £453K/yr across 42 tracked products. 1 of 5 products launched in the last 360 days are still selling. 90-day search growth is +1.6%. Flapen's verdict: Worth a look (56/100).
How competitive is the scrunchies niche?: 28 brands and 38 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 54% of demand.
What do buyers complain about in scrunchies?: Top complaints mined from reviews: Quality-Overall, Size-Overall, Stretchability/Expandability/Elasticity. The return rate is 0.4%.
When does demand for scrunchies peak?: Demand peaks in Dec; the busiest month runs 1.7× the quietest.
What does it cost to enter the scrunchies niche?: Listings span £2.57–£14.79; the average listing price is £6.07 (sweet spot $15–$100). The average incumbent carries 3,343 reviews — the moat a new listing must climb.