Blue Toner
MaybeAn estimated 0.9% of orders come back. But shoppers spend an estimated $47K a year here, so Blue Toner is a Maybe.
- Flapen Score
- 52 / 100Top 29% of 10,978 Beauty & Personal Care niches · +4 vs the category median of 4852
- Market size
- $47K/yr98K searches / yr
- 90-day growth
- -4.3%search demand this quarter
- Competition
- 43%top-5 click share · 25 brands · 142 sellers
Flapen Score
Blue Toner against its category
The dotted line is the Beauty & Personal Care average. Past it, Blue Toner is stronger. Inside it, weaker.
Market
The Blue Toner market on Amazon at a glance
Shoppers on Amazon United States searched for Blue Toner 98K times last year and spent an estimated $47K. The top 5 brands take 60% of clicks. Demand peaks in Apr–May. Flapen scores it 52 out of 100, a Maybe.
01 · Demand
An estimated 2.9% of those searches ended in a purchase.
Shoppers searched for this 98K times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 2.9% of those searches ended in a purchase. Searches in the last 90 days moved -4.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated $47K a year.
- Searches, last 12 months
- 98K
- Growth, 90 days vs prior 90
- -4.3%
- Conversion, latest week
- 2.9%
- Market size, estimated
- $47Ka year
- Peak month
- April2.5× the quietest month
- Top search term
- blue toner39K searches a year
02 · Price
A sale here is worth $16.99.
Listings sell for $16.99 on average, from $3.11 to $34.91. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At $16.99 that is $0 to $2K a year per listing.
- Average price
- $16.99inside the $15 to $100 sweet spot
- Price range
- $3.11–$34.91
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 3K–4K
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$2K
- Returns
- 0.9%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
78% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 1.6% of listings are out of stock. The average listing ranks #236 within Hair Coloring Products. It carries 12,954 reviews at 4.28 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 78%
- Prime listings
- 100%
- Out of stock, average day
- 1.6%
- Average rank
- #236in Hair Coloring Products
- Average rating
- 4.28 starsAmazon United States average 4.42 stars
- Average reviews
- 12,954per listing
- Listings tracked
- 37
04 · Newcomers
1 of last year's 2 launches cleared the first-year sales bar.
2 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 79 months on average, so the names here are established.
- Launched, last 12 months
- 2
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 79 months
Products
Top Blue Toner products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 13, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Ion Brunette Blue Toning Mask Antibrass Corrects and neutralizes orange undertones Ultra pigmented 1 Oz
- Price
- $5.52
- Rating
- 3.9/5
- Reviews
- 166
- Age
- 3y ago

Matrix Brass Off Color Depositing Neutralization Hair Mask | Repairs & Protects Fragile Hair | For Color Treated Hair |Neutralizes Orange Tones | Color Depositing | Packaging May Vary | 6.8 Fl. Oz.
- Price
- $27.83
- Rating
- 4.3/5
- Reviews
- 5,680
- Age
- 9y ago

Matrix Brass Off Blue Shampoo | Refreshes Tones & Neutralizes Brassy Tones | Color Depositing Shampoo | For Lightened Brunettes or Dark Blondes | For Color Treated Hair
- Price
- $21.13
- Rating
- 4.4/5
- Reviews
- 33,795
- Age
- 9y ago

Clairol Professional Shimmer Lights Violet Toning Mask 30mL
- Price
- $3.11
- Rating
- 4.4/5
- Reviews
- 3,297
- Age
- 4y ago

Pureology Color Fanatic Top Coat + Tone Blue High-Gloss Hair Toner | Toning Hair Gloss for Color-Treated Hair | Glaze For Dark Blonde to Brunette Hair | 6.7 Fl Oz
- Price
- $34.91
- Rating
- 4.4/5
- Reviews
- 844
- Age
- 5y ago
Trending
estimated 90-day click momentum
John Frieda Blue Crush Conditioner Toning Shampoo for Brunette Hair Nourishes Color-Treated and Natural Hair Blue Pigments for Vibrant Cool-Toned Brunette Hair by Reducing Orange Tones 8.3 Oz
- Price
- $10.74
- Rating
- 4.2/5
- Reviews
- 582
- Age
- 3y ago

Fanola Wonder Blue Shampoo for Brunettes - Toning Hair Color Shampoo for Light Brown to Platinum Strands - Neutralizes Orange & Brassy Tones - Vegan & Sulfate-Free (11.8 fl oz)
- Price
- $18.19
- Rating
- 4.4/5
- Reviews
- 1,471
- Age
- 1y ago

Ion Brunette Blue Toning Mask Antibrass Corrects and neutralizes orange undertones Ultra pigmented 1 Oz
- Price
- $5.52
- Rating
- 3.9/5
- Reviews
- 166
- Age
- 3y ago

Pureology Color Fanatic Top Coat + Tone Blue High-Gloss Hair Toner | Toning Hair Gloss for Color-Treated Hair | Glaze For Dark Blonde to Brunette Hair | 6.7 Fl Oz
- Price
- $34.91
- Rating
- 4.4/5
- Reviews
- 844
- Age
- 5y ago

LOreal Paris Le Color Gloss One Step In-Shower Toning Hair Gloss Neutralizes Brass Conditions & Boosts Shine Smoky Bronde 4 Ounce
- Price
- $10.76
- Rating
- 4.2/5
- Reviews
- 21,955
- Age
- 4y ago
Newest
by launch date
MAREE Deep Conditioning Hair Mask for Damaged Hair Treatment Keratin Hair Care for Hydrating Growth Repair Moisturizing Dry Curly Color Refreshing 10 Fl Oz Purple
- Price
- $22.11
- Rating
- 4.4/5
- Reviews
- 10,703
- Age
- 1y ago

Fanola Wonder Blue Shampoo for Brunettes - Toning Hair Color Shampoo for Light Brown to Platinum Strands - Neutralizes Orange & Brassy Tones - Vegan & Sulfate-Free (11.8 fl oz)
- Price
- $18.19
- Rating
- 4.4/5
- Reviews
- 1,471
- Age
- 1y ago

MATRIX Brass Off Blue Conditioner | Removes Brassy Orange Undertones | Color Depositing & Toning | Pigmented For Lightened Brunettes | For Color Treated Hair | Vegan
- Price
- $20.84
- Rating
- 4.4/5
- Reviews
- 1,361
- Age
- 2y ago

Ion Brunette Blue Toning Mask Antibrass Corrects and neutralizes orange undertones Ultra pigmented 1 Oz
- Price
- $5.52
- Rating
- 3.9/5
- Reviews
- 166
- Age
- 3y ago

COLORCHARM Permanent Cream Toner | Neutralize Brass | Free of Animal-Derived Ingredients Parabens & Gluten Free | T16 Polar Ice | 2 oz
- Price
- $9.68
- Rating
- 4.3/5
- Reviews
- 3,197
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 43% of clicks. Leaders hold, but buyers still shop past them.
Brands
25 flat
Sellers
142
Est. top-5 brand share
60%
Top 20: 97%
Est. top-5 click share
43%
Top 20: 86%
Open market
35%
- MATRIX21%
- ion10%
- Clairol Professional10%
- COLORCHARM10%
- L'Oreal Paris7%
- Pureology5%
Demand
Blue Toner search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Apr, May · busiest ÷ quietest = 2.5×
Search terms
Top Blue Toner search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- blue toner39K/yr
- blue hair toner21K/yr
- brassy hair corrector12K/yr
- orange hair neutralizer4K/yr
- anti brass brunette toner4K/yr
- remove brassy tones from hair11K/yr
- remove orange tones from hair4K/yr
- get rid of brassy orange hair3K/yr
Reviews and returns
What reviews say buyers love and hate about Blue Toner
We read the reviews and the return reasons for every product selling here.
“Not blue”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
16 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Blue Toner questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









