vo5 matt styling paste
Worth a lookShows low returns (0.1%), but brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Growth
Incredible+139.3%90-day search growth — must beat 0% to launch
Conversion
Good6.8%search→purchase rate — share of searches ending in a sale
Review moat
Good667.13avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Bad£96K£96K/yr · 201K searches
Competition
Bad72%top-5 click share — a locked-up shelf
Avg price
Bad£7.01avg listing price — sweet spot $15–$100
Price range
Bad£3.37–£16.85cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, vo5 matt styling paste is a £96K/yr Amazon United Kingdom market (201K searches/yr). The top 5 brands hold 98% of demand. Verdict: Worth a look — 52/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
vo5 matt styling paste market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- £140K–£175K
- units × avg price
- Conversion rate
- 6.8%
- Avg BSR
- #163
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 60%
- Out of stock
- 2.2%
- Avg brand age
- 66 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 rising
Sellers
166
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
72%
Top 20: 100%
Open market
0%
- Fudge64%
- VO516%
- Fudge Urban11%
- Generic4%
- Lynx4%
- Got2B2%
Demand
Weekly Amazon search volume, last 40 weeks — +139.3% search growth over the last 90 days.Top vo5 matt styling paste search terms
- vo5 matt styling paste46K/yr
- fudge hair products69K/yr
- v05 matt styling paste18K/yr
- vo5 paste8K/yr
- fudge hair17K/yr
- vo5 matt paste7K/yr
- vo5 matt styling paste pump5K/yr
- fudge matte hed10K/yr
- vo5 styling paste4K/yr
- fudge professional5K/yr
Top vo5 matt styling paste 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g
Fudge£7.724.1★1,063 rev
Fudge Professional Matte Hed Extra Extreme Hold Texturizing Hair Wax Matte Finish Infused With Kaolin Clay 85 g
Fudge£7.924.2★853 rev
Fudge Professional Hair Shaper Wax for Men Medium Hold Texturizing Hair Cream Matte Finish and Long Lasting 75 g
Fudge£7.494.6★1,207 rev
Fudge Urban Matte Wax Firm Hold All Day Styling Non-Sticky and Invisible Texture Hair Wax for Men 70 g
Fudge Urban£5.434.5★1,819 rev
VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4
VO5£3.504.5★1,761 rev
Newest
by launch date
Fudge Urban Thick Fix Styling Cream 75ml Instantly Thicker Fuller Hair for Fine & Short Styles Lightweight Matte Finish Non-Greasy Flexible Hold
Fudge£6.4332 rev
VO5 Matt Rework Paste 75ml Twin Pack Flexible Hold Natural Finish Perfect for Everyday Styling With Free Orignial Lip Balm
Generic£16.856 rev
VO5 Matt Rework Paste 75ml Flexible Hold Natural Finish Perfect for Everyday Styling
Generic£8.669 rev
Fudge Professional Matte Hed Medium Hold Texturizing Hair Cream Matte Finish Humidity Resistant with Kaolin Clay 83 g
Fudge£7.721,063 rev
Fudge Professional Matte Hed Extra Extreme Hold Texturizing Hair Wax Matte Finish Infused With Kaolin Clay 85 g
Fudge£7.92853 rev
Trending
90-day click momentum
VO5 Extreme Matt Clay 75 ml
Lynx£3.374.5★
Alberto VO5 Matt Fibre 75ml
VO5£3.664.4★
VO5 Rework Putty 150ml Matt Finish Hair Styling Product Strong Hold Level 4
VO5£3.504.5★
VO5 Matt Rework Paste 75ml Flexible Hold Natural Finish Perfect for Everyday Styling
Generic£8.664.1★
Got2B Schwarzkopf got2b Beach Matt Surfer Look Matt Paste 100ml
Got2B£3.624.6★
What buyers say about vo5 matt styling paste
What buyers praise and complain about, mined from review topics.What buyers love
“This is a good hair product”
“Great for styling”
“Good texture”
“Smells really clean”
“As advertised”
“Very easy to use”
“Its good value for money”
“using it for years”
“just how good this product holds my hair”
“Most efficient and professional”
What buyers complain about
“Now the cylinder has completely stopped dispensing”
“Faulty pump”
“quickly stopped working”
“Made my hair feel horrible”
“a bit of a pain to remove”
“Poor quality”
“Didnt work for me - didnt thicken”
“Strong smell”
“Very disappointed for an expensive hair product”
“it didnt seem to adhere well/coat the hair in a way which would make a difference”
Top return reasons
Common questions
- Is vo5 matt styling paste profitable to sell on Amazon United Kingdom?
- The niche generates £96K/yr across 15 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +139.3%. Flapen's verdict: Worth a look (52/100).
- How competitive is the vo5 matt styling paste niche?
- 6 brands and 166 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in vo5 matt styling paste?
- Top complaints mined from reviews: Dispensing Mechanism, Motor Power, Functionality-Overall. The return rate is 0.1%.
- What does it cost to enter the vo5 matt styling paste niche?
- Listings span £3.37–£16.85; the average listing price is £7.01 (sweet spot $15–$100). The average incumbent carries 667 reviews — the moat a new listing must climb.