---
title: "Wella Hair Products — £114K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/wella-hair-products"
last_updated: "2026-08-07T11:44:03.051Z"
locale: en
meta:
description: "Niche score 38/100 · £114K/yr market · 47K searches/yr · £11.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · £114K/yr market · 47K searches/yr · £11.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Wella Hair Products — £114K/yr Amazon UK Niche (2026) - Flapen"
---
# **wella hair products**
**Skip it**
A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Market size 27Growth 21Conversion 100Competition 0Returns 99Price range 36Avg price 44Brand share 0Review moat 63Quality gap 38
**Conversion**
**Incredible****21.6%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****988.8**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Okay****£11.33**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£4.79–£20.84**
cheapest 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**
**Bad****100%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Apr, May, Jun, Aug · busiest ÷ quietest = 5.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/wella-hair-products/trend)
## **Top wella hair products search terms**
- **wella heat protection spray**31K/yr-8.3%13.5% conv. - **wella thermal image heat protection spray**9K/yr-4.5%23.3% conv. - **wella thermal image**3K/yr-9.4%22.2% conv. - **wella heat protection spray for hair**3K/yr+1.5%12.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/wella-hair-products/search-terms)
## **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.
0%15%£17K30%£34K45%£52K60%£69K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 5 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Wella EIMI Thermal Image 150ml**WELLA**£8.25**4.6★1,404 rev](https://www.amazon.co.uk/dp/B00Z70I1HW) [2**Wella Professionals EIMI Thermal Image Heat Protection Spray with Light Flexible Hold For Protected Smooth and Shiny Hair 150ml**Wella Professionals**£9.07**4.6★2,031 rev](https://www.amazon.co.uk/dp/B07HZNL3V3) [3**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**£4.79**4.3★659 rev](https://www.amazon.co.uk/dp/B0DPNL1LXY) [4**Wella EIMI Thermal Image 3 x 150 ml**EIMI**£20.84**4.7★636 rev](https://www.amazon.co.uk/dp/B014BPAF4A) [5**Wella Professionals Ultimate Repair Leave-in Lotion - 5-in-1 Breakage Damage and Heat Protection Hair Treatment - for All Hair Types (95ml)**Wella Professionals**£13.67**4.4★214 rev](https://www.amazon.co.uk/dp/B0FDX1J3XM)
### **Newest**
by launch date
[**Wella Professionals Ultimate Repair Leave-in Lotion - 5-in-1 Breakage Damage and Heat Protection Hair Treatment - for All Hair Types (95ml)**Wella Professionals**£13.67**214 rev9mo ago](https://www.amazon.co.uk/dp/B0FDX1J3XM) [**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**£4.79**659 rev1y ago](https://www.amazon.co.uk/dp/B0DPNL1LXY) [**Wella Professionals EIMI Thermal Image Heat Protection Spray with Light Flexible Hold For Protected Smooth and Shiny Hair 150ml**Wella Professionals**£9.07**2,031 rev7y ago](https://www.amazon.co.uk/dp/B07HZNL3V3) [**Wella EIMI Thermal Image 3 x 150 ml**EIMI**£20.84**636 rev10y ago](https://www.amazon.co.uk/dp/B014BPAF4A) [**Wella EIMI Thermal Image 150ml**WELLA**£8.25**1,404 rev11y ago](https://www.amazon.co.uk/dp/B00Z70I1HW)
### **Trending**
90-day click momentum
[**Wella Professionals Ultimate Repair Leave-in Lotion - 5-in-1 Breakage Damage and Heat Protection Hair Treatment - for All Hair Types (95ml)**Wella Professionals**£13.67**4.4★**▲ 137%**](https://www.amazon.co.uk/dp/B0FDX1J3XM) [**Wella EIMI Thermal Image 3 x 150 ml**EIMI**£20.84**4.7★**▲ 20%**](https://www.amazon.co.uk/dp/B014BPAF4A) [**Wella Professionals EIMI Thermal Image Heat Protection Spray with Light Flexible Hold For Protected Smooth and Shiny Hair 150ml**Wella Professionals**£9.07**4.6★**▲ 18%**](https://www.amazon.co.uk/dp/B07HZNL3V3) [**Wella EIMI Thermal Image 150ml**WELLA**£8.25**4.6★**— 5%**](https://www.amazon.co.uk/dp/B00Z70I1HW) [**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**£4.79**4.3★**▼ 41%**](https://www.amazon.co.uk/dp/B0DPNL1LXY)
## **What buyers say about wella hair products**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**31%
*“It smells beautiful too”*
**Quality-Overall**12%
*“Really good, worth repurchasing”*
**Soft Feel**8%
*“It leaves the hair silky, smooth, and polished while maintaining movement and softness”*
**Value For Money**7%
*“Good value for money”*
**Hair Styling**6%
*“find this easier to use, no build up, stickiness or weigh down and leaves hair so, so soft”*
**Adhesion/Stickiness**5%
*“It gives instant volume without feeling sticky or heavy, and the niacinamide keeps the scalp calm and happy”*
**Brightness/Shine/Glow**5%
*“shiny without weighing it down”*
**Protection**4%
*“This EIMI Thermal Image heat protectant delivers the protection”*
**Suitability Straight Hair**4%
*“Great protective product for hair when using heat appliances on hair”*
**Suitability Colored Hair**4%
*“Great for damaged hair”*
### **What buyers complain about **
**Functionality-Overall**19%
*“didn't do much for my hair”*
**Hair Related**19%
*“If any goes onto my hair it doesn't make a jot of difference”*
**Value For Money**13%
*“Too expensive now”*
**Suitability Short Hair**13%
*“Found it to be quite course on my hair”*
**Side Effects**6%
*“then I started to feel dread that my hair would snap as 5 mins pass by and gets worse”*
**Weight Heavy**6%
*“Heavy”*
**Smell**6%
*“Smells ridiculously strong”*
**Brightness/Shine/Glow**3%
*“I didnt notice much extra shine or improvement compared to similar products”*
### **Top return reasons **
**Smell**18%
**Advertised Vs Actual Product**14%
**Compatibility-Overall**14%
**Value For Money**14%
**Hard Feel**7%
**Quality-Overall**7%
**Product Condition**7%
**Damage/Burn Hair**7%
**Moist/Dry**7%
**Suitability Short Hair**4%
## **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.
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