Is wella t18 toner profitable to sell on Amazon United Kingdom?

The niche generates £53K/yr across 27 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.3%. Flapen's verdict: Skip it (39/100).

How competitive is the wella t18 toner niche?

9 brands and 112 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 90% of demand.

What do buyers complain about in wella t18 toner?

Top complaints mined from reviews: Color, Functionality-Overall, Suitability Colored Hair. The return rate is 0.1%.

When does demand for wella t18 toner peak?

Demand is steady year-round — the busiest month runs 2.0× the quietest.

What does it cost to enter the wella t18 toner niche?

Listings span £3.39–£12.77; the average listing price is £7.95 (sweet spot $15–$100). The average incumbent carries 2,423 reviews — the moat a new listing must climb.

wella t18 toner

Skip it

Prices mostly outside the sweet spot ($3.39–$12.77) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Competition

Good54%

top-5 click share — leaders hold, buyers still browse

Review moat

Okay2,422.7

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay2.8%

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

Brand share

Bad90%

top-5 brand share — brand-locked demand

Avg price

Bad£7.95

avg listing price — sweet spot $15–$100

Growth

Bad-11.3%

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

Market size

Bad£53K

£53K/yr · 243K searches

Price range

Bad£3.39–£12.77

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

According to Flapen's Amazon United Kingdom niche tracking, wella t18 toner is a £53K/yr Amazon United Kingdom market (243K searches/yr). The top 5 brands hold 90% of demand. Verdict: Skip it — 39/100.

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

wella t18 toner market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: £48K–£64K; units × avg price
Conversion rate: 2.8%
Avg BSR: #63
Page quality: 0%
Prime: 100%
Sponsored: 63%
Out of stock: 0.4%
Avg brand age: 83 months
Avg seller age: 156 days

Competition & brand share

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

112

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

54%

Top 20: 92%

Open market

Wella Professionals52%
Jerome Russell22%
SHRINE8%
Clairol4%
Scott Cornwall4%
PROVOKE3%
Open — no brand owns it (3 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 75 weeks — -11.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 2.0×

Open Trend

Top wella t18 toner search terms

ash blonde toner52K/yr +1.6%3.7% conv.
wella toner t18 lightest ash blonde30K/yr -3.4%1.8% conv.
ash toner25K/yr -5.7%3.5% conv.
wella t18 toner21K/yr -34.4%1.6% conv.
t18 toner13K/yr -33.7%2.1% conv.
wella toner t1414K/yr -37.5%1.0% conv.
wella t1810K/yr -14.4%1.3% conv.
ash hair toner8K/yr +13.7%3.0% conv.
wella t11 toner5K/yr +75.5%1.0% conv.
wella toner t187K/yr -2.9%2.1% conv.

All search terms

Top wella t18 toner 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

10/81 Lightest Pearl Ash Blonde Wella Illumina Color 60ml

Wella Professionals£10.754.2★247 rev

Jerome Russell Bblonde Maximum Blonde ASH Toner | 75ml

Jerome Russell£3.703.9★622 rev

Wella Blondor Plex Cream Toner Lightest Pearl /16 60ml - tonalizzante in crema

Wella Professionals£11.484.1★287 rev

Wella Color Fresh Mask Pearl Blond 150ml

Wella Professionals£9.644.4★8,207 rev

Clairol Blonde It Up Crystal Glow Toner Kit - Luminous Pearl

Clairol£5.454.3★856 rev

Newest

by launch date

Jerome Russell Bblonde Brighten & Repair ASH Toner | 150ml

Jerome Russell£5.983 rev

4mo ago

SHRINE£10.201,665 rev

7mo ago

SHRINE£5.4647 rev

7mo ago

SHRINE Drop-It ASH BLONDE Toner | Customisable Anti-Brass Toner Drops to Remove Yellow Tones | Smoky Blonde Finish | Vegan Cruelty-Free Damage-Free Conditioning Toner | 200 drops/bottle

SHRINE£7.70834 rev

11mo ago

Jerome Russell Bblonde BLACK ICE Toning MASK | Neutralises Yellow & Orange Tones for Icy Silver Blonde Finish | Nourishing Formula with Soy Rice Proteins & Jojoba Oil | Sulphate-Free | 250ml

Jerome Russell£8.08173 rev

1y ago

What buyers say about wella t18 toner

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

What buyers love

Color25%

“nice colour”

Quality-Overall12%

“Excellent product”

Suitability Colored Hair11%

“Suitable for those with dark brown hair”

Value For Money8%

“Fair price”

Ease Of Use6%

“Easy to use”

Smell6%

“it also smells really nice so i do recommend this if you are already at a good shade of blonde”

Soft Feel5%

“It's also made my hair feel very soft”

Brightness/Shine/Glow4%

“Toned, soft & shiny”

Advertised Vs Actual Product3%

“Its exactly what I wanted”

Color Fading/Discoloration3%

“more natural ash finish without looking dull or over-toned”

What buyers complain about

Color28%

“darker than it seems”

Functionality-Overall20%

“Not a good result”

Suitability Colored Hair14%

“Turned my hair a murky blue grey”

Value For Money7%

“Not worth it”

Quality-Overall3%

“certainly no where near as good as I thought it was going to be”

Instructions/User Manual/Troubleshooting3%

“Didt make much difference even after following instructions”

Hair Related2%

“Didnt work for my hair”

Suitability Dry Skin2%

“And made my hair really dry”

Suitability Short Hair2%

“Absolutely destroys the condition of your hair”

Adhesion/Stickiness2%

“It was very sticky”

Top return reasons

Color45%

Instructions/User Manual/Troubleshooting12%

Language Issues7%

Functionality-Overall6%

Advertised Vs Actual Product5%

Suitability Colored Hair4%

Suitability Short Hair4%

Value For Money3%

Product Condition3%

Weight Light2%

Common questions

Is wella t18 toner profitable to sell on Amazon United Kingdom?: The niche generates £53K/yr across 27 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.3%. Flapen's verdict: Skip it (39/100).
How competitive is the wella t18 toner niche?: 9 brands and 112 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 90% of demand.
What do buyers complain about in wella t18 toner?: Top complaints mined from reviews: Color, Functionality-Overall, Suitability Colored Hair. The return rate is 0.1%.
When does demand for wella t18 toner peak?: Demand is steady year-round — the busiest month runs 2.0× the quietest.
What does it cost to enter the wella t18 toner niche?: Listings span £3.39–£12.77; the average listing price is £7.95 (sweet spot $15–$100). The average incumbent carries 2,423 reviews — the moat a new listing must climb.