Is white hair dye profitable to sell on Amazon United Kingdom?

The niche generates £34K/yr across 27 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +5.4%. Flapen's verdict: Skip it (45/100).

How competitive is the white hair dye niche?

12 brands and 112 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 88% of demand.

What do buyers complain about in white hair dye?

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

What does it cost to enter the white hair dye niche?

Listings span £3.61–£16.50; the average listing price is £7.72 (sweet spot $15–$100). The average incumbent carries 3,001 reviews — the moat a new listing must climb.

white hair dye

Skip it

A small market ($34K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Good5.1%

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

Competition

Good51%

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

Review moat

Okay3,001.48

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+5.4%

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

Brand share

Okay88%

top-5 brand share — brands hold most of the demand

Avg price

Bad£7.72

avg listing price — sweet spot $15–$100

Price range

Bad£3.61–£16.50

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

Market size

Bad£34K

£34K/yr · 88K searches

According to Flapen's Amazon United Kingdom niche tracking, white hair dye is a £34K/yr Amazon United Kingdom market (88K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 45/100.

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

white hair dye market data

Units sold / yr: 5K–6K; avg 100–250/product
Revenue / yr: £39K–£46K; units × avg price
Conversion rate: 5.1%
Avg BSR: #93
Page quality: 0%
Prime: 81%
Sponsored: 63%
Out of stock: 2.4%
Avg brand age: 79 months
Avg seller age: 159 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

112

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

51%

Top 20: 91%

Open market

Jerome Russell45%
Bleach London25%
SHRINE6%
Knight & Wilson6%
Scott Cornwall6%
La Riche3%
Open — no brand owns it (6 brands, 9%)

Demand

Weekly Amazon search volume, last 45 weeks — +5.4% search growth over the last 90 days.

Open Trend

Top white hair dye search terms

bleach london toner23K/yr +7.6%3.1% conv.
white hair toner13K/yr -9.2%4.6% conv.
white toner11K/yr -1.7%6.1% conv.
ice blonde toner9K/yr +11.8%3.5% conv.
white blonde toner8K/yr +6.4%5.3% conv.
ice white toner8K/yr +8.0%5.7% conv.
white toners for bleached hair6K/yr +15.8%6.7% conv.
bleach london white toner5K/yr +30.0%4.1% conv.
icy blonde toner4K/yr -2.9%4.7% conv.

All search terms

Top white hair dye 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

Jerome Russell Bblonde Brighten & Repair ICE WHITE Toner | 150ml

Jerome Russell£6.524.1★1,495 rev

Bleach London White Toner Kit - Ammonia-Free - Ideal to Neutralise Brassy Yellow for Icy Blonde Finish - Perfect for Pale Yellow Bleached Hair (Complete Kit)

Bleach London£7.944.3★159 rev

Jerome Russell Bblonde Maximum Blonde ICE BLONDE Toner | 75ml

Jerome Russell£3.614.3★10,146 rev

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£8.084.0★173 rev

Scott Cornwall Colour Restore Iced Platinum Anti Yellow Hair Toner - Multiple Use -100ml

Scott Cornwall£6.583.8★3,893 rev

Newest

by launch date

SHRINE£5.4447 rev

7mo ago

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

SHRINE£7.75834 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

Jerome Russell ICE BLONDE Colour Bomb | Blonde Depositing Hair Mask | Nourishing Semi-Permanent Colour & Shine Treatment | Vegan & Cruelty-Free | 300ml

Jerome Russell£11.241,025 rev

2y ago

ARCTIC FOX 100% Vegan & Cruelty Free Vibrant Semi Permanent Hair Colour Dye - Arctic Toner 165 ml e

ARCTIC FOX£16.141,542 rev

2y ago

What buyers say about white hair dye

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

What buyers love

Color19%

“gets ur hair from yellow to a nice colour”

Value For Money13%

“great value for money”

Quality-Overall12%

“Great toner shampoo”

Smell9%

“My hair is shining and feels and smells amazing”

Soft Feel8%

“Feels lovely and soft most importantly looks good”

Ease Of Use6%

“Easy to use”

Suitability Colored Hair5%

“This product enhanced my silver hair”

Advertised Vs Actual Product5%

“Does the job as promised”

Efficiency3%

“Does the job”

Moist/Dry3%

“it has done a better job than purple shampoo which leaves my hair really dry”

What buyers complain about

Color31%

“my colour was to dark”

Suitability Colored Hair19%

“Awful turned hair blue”

Functionality-Overall9%

“Didnt work”

Value For Money7%

“Not worth it”

Moist/Dry5%

“Dreadful, this left my hair very dry”

Quality-Overall5%

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

Instructions/User Manual/Troubleshooting2%

“i would not buy this product i followed all the instructions that it said to do”

Advertised Vs Actual Product2%

“False advertisement - picture on website isnt the same on the box that came”

Color Fading/Discoloration1%

“However my existing blonde. I dont have to bleach it was just a bit faded”

Durability1%

“Doesnt last long”

Top return reasons

Color78%

Leak-Proof7%

Damage/Burn Hair3%

Functionality-Overall3%

Suitability Colored Hair3%

Size-Overall3%