curl custard
Worth a lookShows low returns (0.6%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Market size
Great$1.1M$1.1M/yr · 1.0M searches
Price range
Great$6.44–$50.38cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Avg price
Okay$10.77avg listing price — sweet spot $15–$100
Growth
Okay+3.5%90-day search growth — must beat 0% to launch
Review moat
Bad6,387.15avg incumbent reviews — the moat a new listing must climb
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, curl custard is a $1.1M/yr Amazon United States market (1.0M searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 52/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
curl custard market data
- Units sold / yr
- 100K–125K
- avg 5,000–6,000/product
- Revenue / yr
- $1.1M–$1.3M
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #347
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 95%
- Out of stock
- 4.2%
- Avg brand age
- 57 months
- Avg seller age
- 123 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.Brands
3 flat
Sellers
71
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
61%
Top 20: 100%
Open market
0%
- Aunt Jackie's82%
- Mielle Organics13%
- The Doux5%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 53 weeks — +3.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top curl custard search terms
- aunt jackies hair products384K/yr
- mielle pomegranate and honey92K/yr
- aunt jackies88K/yr
- curl custard59K/yr
- curl la la55K/yr
- bee girl honey curl custard47K/yr
- auntie jackie hair products42K/yr
- curl lala30K/yr
- mielle curl smoothie24K/yr
- curl lala aunt jackies18K/yr
Top curl custard 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.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aunt Jackies Curl La La Lightweight Curl Defining Custard Enriched with Shea Butter & Olive Oil Basic 15 Ounce
Aunt Jackie's$6.814.4★28,298 rev
Aunt Jackies Flaxseed Recipes Dont Shrink Elongating Hair Curling Gel for Natural Curls Coils and Waves Helps Prevent Dryness and Flaking 15 oz
Aunt Jackie's$6.444.4★21,634 rev
Aunt Jackies Curls and Coils Quench Moisture Intensive Leave-In Hair Conditioner for Natural Curls Coils and Waves Enriched with Shea Butter 12 oz
Aunt Jackie's$6.974.5★17,561 rev
Mielle Organics Pomegranate & Honey Curl Cream - Coil Sculpting Custard for Type 4 Hair - Hydrates Controls Frizz Conditions & Adds Shine 12 Fl Oz
Mielle Organics$12.184.5★6,690 rev
The Doux Bee Girl Honey Curl Custard - Curl Defining Cream With Aloe Keratin and Silk Amino Acids
The Doux$12.714.2★605 rev
Newest
by launch date
Aunt Jackies Curls & Coils Curl La La Foam-a-licious Styling Mousse 8.5 fl oz - Triple Moisture for Flexible Hold and Defined Curls
Aunt Jackie's$6.86174 rev
Aunt Jackies Curls & Coils Curl La La Thirst Trap Curl Milk 12 fl oz - Triple Moisture Leave-In Conditioner for Hydrated and Soft Curls
Aunt Jackie's$7.23114 rev
Aunt Jackies Curls & Coils Curl La La Bounce Back Refreshing Serum 4 fl oz - Triple Moisture to Revitalize Curls and Fight Frizz
Aunt Jackie's$7.9177 rev
Aunt Jackies Award-Winning Braid + Twist Collection Hold Tight Braid & Twist Gel with Extra Firm Hold 7.5oz
Aunt Jackie's$9.05833 rev
The Doux Bee Girl Honey Curl Custard - Curl Defining Cream With Aloe Keratin and Silk Amino Acids
The Doux$12.71605 rev
Trending
90-day click momentumAunt Jackies Curls & Coils Curl La La Foam-a-licious Styling Mousse 8.5 fl oz - Triple Moisture for Flexible Hold and Defined Curls
Aunt Jackie's$6.864.4★
Pomegranate & Honey Curl Defining Mousse with Hold
Mielle Organics$9.924.6★
Aunt Jackies Curls & Coils Bundle All 5 Products in Collection Hydrate & Define Hair Combat Frizz & Dryness For all Hair Types and Textures Clear 12 Ounce
Aunt Jackie's$50.384.4★
Aunt Jackies Curls & Coils Curl La La Bounce Back Refreshing Serum 4 fl oz - Triple Moisture to Revitalize Curls and Fight Frizz
Aunt Jackie's$7.914.2★
Aunt Jackies Curls & Coils Curl La La Thirst Trap Curl Milk 12 fl oz - Triple Moisture Leave-In Conditioner for Hydrated and Soft Curls
Aunt Jackie's$7.234.6★
What buyers say about curl custard
What buyers praise and complain about, mined from review topics.What buyers love
“clean feel - and smell”
“Its hydrating”
“Excellent Product”
“Perfect for curls”
“Soft and manageable”
“Curls well”
“Good value”
“Gives hair a soft, clean feel - and smell”
“This product is great for natural hair”
“incredibly easy to manage”
What buyers complain about
“Not very hydrating”
“has a very strong chemical smell”
“Cant really hold hair good”
“Didn't really work well for my hair”
“Its sticky doesnt have the feel that it should”
“not curly”
“arrived leaking”
“Brown residue on product”
“Leaves my hair feeling greasy”
“Did not work”
Top return reasons
Common questions
- Is curl custard profitable to sell on Amazon United States?
- The niche generates $1.1M/yr across 20 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +3.5%. Flapen's verdict: Worth a look (52/100).
- How competitive is the curl custard niche?
- 3 brands and 71 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in curl custard?
- Top complaints mined from reviews: Moist/Dry, Smell, Hair Related. The return rate is 0.6%.
- When does demand for curl custard peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the curl custard niche?
- Listings span $6.44–$50.38; the average listing price is $10.77 (sweet spot $15–$100). The average incumbent carries 6,387 reviews — the moat a new listing must climb.