Is wella oil reflections profitable to sell on Amazon United Kingdom?

The niche generates £172K/yr across 11 tracked products. 90-day search growth is -1.9%. Flapen's verdict: Skip it (38/100).

How competitive is the wella oil reflections niche?

2 brands and 88 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in wella oil reflections?

Top complaints mined from reviews: Oily/Greasy, Hair Related, Functionality-Overall. The return rate is 0.1%.

When does demand for wella oil reflections peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the wella oil reflections niche?

Listings span £4.33–£17.24; the average listing price is £11.44 (sweet spot $15–$100). The average incumbent carries 2,165 reviews — the moat a new listing must climb.

wella oil reflections

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great11.6%

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

Avg price

Okay£11.44

avg listing price — sweet spot $15–$100

Review moat

Okay2,164.64

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£172K

£172K/yr · 130K searches

Growth

Bad-1.9%

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

Competition

Bad76%

top-5 click share — a locked-up shelf

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Price range

Bad£4.33–£17.24

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, wella oil reflections is a £172K/yr Amazon United Kingdom market (130K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 38/100.

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

wella oil reflections market data

Units sold / yr: 13K–15K; avg 750–1,000/product
Revenue / yr: £143K–£172K; units × avg price
Conversion rate: 11.6%
Avg BSR: #97
Page quality: 0%
Prime: 100%
Sponsored: 45%
Out of stock: 0.0%
Avg brand age: 69 months
Avg seller age: 144 days

Competition & brand share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

Wella Professionals81%
WELLA19%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top wella oil reflections search terms

wella hair oil42K/yr +4.8%9.6% conv.
wella oil reflections24K/yr +0.4%9.7% conv.
wella oil19K/yr -6.5%8.0% conv.
wella luxe oil6K/yr -13.5%11.6% conv.
hair oil wella5K/yr +5.4%10.7% conv.
luxe oil5K/yr +26.3%9.3% conv.
wella serum5K/yr -15.8%4.3% conv.
wella hair serum5K/yr -9.8%5.2% conv.
wella reflections hair oil4K/yr +4.5%11.6% conv.
oil reflections wella5K/yr -14.3%8.6% conv.

All search terms

Top wella oil reflections 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 11 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Wella Professionals Oil Reflections Luminous Smoothening Hair Oil - Radiant Shine & Silky Smoothness Hair With Camellia Oil & White Tea Extract 100ml

Wella Professionals£11.614.8★742 rev

Wella WP Oil Reflections Smoothing Oil 30 ml

Wella Professionals£7.204.8★10,165 rev

Wella Deluxe Light Oil 100ml

WELLA£4.334.7★384 rev

Wella Professionals OIL REFLECTIONS Luminous Smoothening Hair Oil - Radiant Shine & Silky Smoothness Hair With Camellia Oil & White Tea Extract (30ml)

Wella Professionals£6.714.8★742 rev

Wella Professionals ULTIMATE SMOOTH Miracle Oil Serum - Hair Oil With Squalane & Omega 9 - For Dry Dull & Frizzy Hair (30ml)

Wella Professionals£13.074.6★344 rev

Newest

by launch date

Wella Professionals OIL REFLECTIONS Luminous Smoothening Hair Oil - Radiant Shine & Silky Smoothness Hair With Camellia Oil & White Tea Extract (30ml)

Wella Professionals£6.71742 rev

1y ago

Wella Professionals ULTIMATE SMOOTH Miracle Oil Serum - Hair Oil With Squalane & Omega 9 - For Dry Dull & Frizzy Hair (30ml)

Wella Professionals£13.07344 rev

1y ago

Wella Professionals OIL REFLECTIONS Luminous Reveal Shampoo - Moisturising & Cleansing Shampoo - For Long-lasting Softness & Shine - Suitable for All Hair Types (1L)

Wella Professionals£16.87364 rev

2y ago

Wella Deluxe Light Oil 100ml

WELLA£4.33384 rev

4y ago

Wella Professionals Oil Reflections Luminous Smoothening Hair Oil - Radiant Shine & Silky Smoothness Hair With Camellia Oil & White Tea Extract 100ml

Wella Professionals£11.61742 rev

4y ago

What buyers say about wella oil reflections

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

What buyers love

Smell32%

“Amazing smell”

Quality-Overall14%

“Excellent product”

Oily/Greasy7%

“No heavy greasy residue left behind”

Soft Feel6%

“This adds a perfect smooth”

Brightness/Shine/Glow5%

“Resulted in a lovely shine”

Moist/Dry5%

“Great smell and does leave hair shiny and hydrated”

Suitability Colored Hair4%

“Its light and perfect for my bleached fine hair”

Hair Styling3%

“Great item, leaves you hair lovely, well conditioned”

Suitability Curly Hair3%

“Scent is incomparable to any other hair oils, super lightweight and perfect for my fine low porosity curly hair”

Ease Of Use3%

“Easy to use”

What buyers complain about

Oily/Greasy27%

“this left my hair so greasy I had to wash off”

Hair Related17%

“My hair was so frazzled”

Functionality-Overall9%

“Avoid doesnt do the job”

Advertised Vs Actual Product9%

“Im honestly shocked because I received something that is clearly different from the product shown in the photos”

Smell6%

“Has a slight smell to it”

Suitability Colored Hair5%

“like straw after having a colour removed from my hair”

Value For Money5%

“sadly very expensive”

Texture/Consistency-Overall3%

“not as nice as the original – different scent and texture”

Quality-Overall3%

“Unfortunately, while it is okay, it just isnt quite the same product I know and love”

Thickness3%

“It is thinner as it's the 'light' oil”

Top return reasons

Size-Overall33%

Oily/Greasy20%

Functionality-Overall20%

Value For Money13%

Product Condition7%

Advertised Vs Actual Product7%

Common questions

Is wella oil reflections profitable to sell on Amazon United Kingdom?: The niche generates £172K/yr across 11 tracked products. 90-day search growth is -1.9%. Flapen's verdict: Skip it (38/100).
How competitive is the wella oil reflections niche?: 2 brands and 88 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in wella oil reflections?: Top complaints mined from reviews: Oily/Greasy, Hair Related, Functionality-Overall. The return rate is 0.1%.
When does demand for wella oil reflections peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the wella oil reflections niche?: Listings span £4.33–£17.24; the average listing price is £11.44 (sweet spot $15–$100). The average incumbent carries 2,165 reviews — the moat a new listing must climb.