wella hair products
Skip itA concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible21.6%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Good988.8avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£11.33avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£4.79–£20.84cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£114K£114K/yr · 47K searches
Growth
Bad-7.1%90-day search growth — must beat 0% to launch
Competition
Bad100%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, wella hair products is a £114K/yr Amazon United Kingdom market (47K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Apr–May–Jun–Aug. Verdict: Skip it — 38/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
wella hair products market data
- Units sold / yr
- 8K–10K
- avg 2,000–2,500/product
- Revenue / yr
- £91K–£113K
- units × avg price
- Conversion rate
- 21.6%
- Avg BSR
- #38
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 60%
- Out of stock
- 0.0%
- Avg brand age
- 67 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 flat
Sellers
32
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
100%
Top 20: 100%
Open market
0%
- WELLA57%
- Wella Professionals38%
- EIMI5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.1% search growth over the last 90 days.Peak months: Apr, May, Jun, Aug · busiest ÷ quietest = 5.6×
Top wella hair products search terms
- wella heat protection spray31K/yr
- wella thermal image heat protection spray9K/yr
- wella thermal image3K/yr
- wella heat protection spray for hair3K/yr
Top wella hair products 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 5 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Wella EIMI Thermal Image 150ml
WELLA£8.254.6★1,404 rev
Wella Professionals EIMI Thermal Image Heat Protection Spray with Light Flexible Hold For Protected Smooth and Shiny Hair 150ml
Wella Professionals£9.074.6★2,031 rev
Wella Deluxe Heat Protection Spray | Anti-frizz | UV & Humidity Protection | For All Hair Types | Tapioca Starch | Non-sticky | 7-in-1 Style & Nourish 150ml
WELLA£4.794.3★659 rev
Wella EIMI Thermal Image 3 x 150 ml
EIMI£20.844.7★636 rev
Wella Professionals Ultimate Repair Leave-in Lotion - 5-in-1 Breakage Damage and Heat Protection Hair Treatment - for All Hair Types (95ml)
Wella Professionals£13.674.4★214 rev
Newest
by launch dateWella Professionals Ultimate Repair Leave-in Lotion - 5-in-1 Breakage Damage and Heat Protection Hair Treatment - for All Hair Types (95ml)
Wella Professionals£13.67214 rev
Wella Deluxe Heat Protection Spray | Anti-frizz | UV & Humidity Protection | For All Hair Types | Tapioca Starch | Non-sticky | 7-in-1 Style & Nourish 150ml
WELLA£4.79659 rev
Wella Professionals EIMI Thermal Image Heat Protection Spray with Light Flexible Hold For Protected Smooth and Shiny Hair 150ml
Wella Professionals£9.072,031 rev
Wella EIMI Thermal Image 3 x 150 ml
EIMI£20.84636 rev
Wella EIMI Thermal Image 150ml
WELLA£8.251,404 rev
Trending
90-day click momentumWella Professionals Ultimate Repair Leave-in Lotion - 5-in-1 Breakage Damage and Heat Protection Hair Treatment - for All Hair Types (95ml)
Wella Professionals£13.674.4★
Wella EIMI Thermal Image 3 x 150 ml
EIMI£20.844.7★
Wella Professionals EIMI Thermal Image Heat Protection Spray with Light Flexible Hold For Protected Smooth and Shiny Hair 150ml
Wella Professionals£9.074.6★
Wella EIMI Thermal Image 150ml
WELLA£8.254.6★
Wella Deluxe Heat Protection Spray | Anti-frizz | UV & Humidity Protection | For All Hair Types | Tapioca Starch | Non-sticky | 7-in-1 Style & Nourish 150ml
WELLA£4.794.3★
What buyers say about wella hair products
What buyers praise and complain about, mined from review topics.What buyers love
“It smells beautiful too”
“Really good, worth repurchasing”
“It leaves the hair silky, smooth, and polished while maintaining movement and softness”
“Good value for money”
“find this easier to use, no build up, stickiness or weigh down and leaves hair so, so soft”
“It gives instant volume without feeling sticky or heavy, and the niacinamide keeps the scalp calm and happy”
“shiny without weighing it down”
“This EIMI Thermal Image heat protectant delivers the protection”
“Great protective product for hair when using heat appliances on hair”
“Great for damaged hair”
What buyers complain about
“didn't do much for my hair”
“If any goes onto my hair it doesn't make a jot of difference”
“Too expensive now”
“Found it to be quite course on my hair”
“then I started to feel dread that my hair would snap as 5 mins pass by and gets worse”
“Heavy”
“Smells ridiculously strong”
“I didnt notice much extra shine or improvement compared to similar products”
Top return reasons
Common questions
- Is wella hair products profitable to sell on Amazon United Kingdom?
- The niche generates £114K/yr across 5 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -7.1%. Flapen's verdict: Skip it (38/100).
- How competitive is the wella hair products niche?
- 3 brands and 32 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in wella hair products?
- Top complaints mined from reviews: Functionality-Overall, Hair Related, Value For Money. The return rate is 0.1%.
- When does demand for wella hair products peak?
- Demand peaks in Apr–May–Jun–Aug; the busiest month runs 5.6× the quietest.
- What does it cost to enter the wella hair products niche?
- Listings span £4.79–£20.84; the average listing price is £11.33 (sweet spot $15–$100). The average incumbent carries 989 reviews — the moat a new listing must climb.