Is curly hair products profitable to sell on Amazon United States?

The niche generates $7.4M/yr across 88 tracked products. 10 of 11 products launched in the last 360 days are still selling. 90-day search growth is +2.0%. Flapen's verdict: Launch it (71/100).

How competitive is the curly hair products niche?

48 brands and 227 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 42% of demand.

When does demand for curly hair products peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the curly hair products niche?

Listings span $4.21–$35.24; the average listing price is $13.93 (sweet spot $15–$100). The average incumbent carries 9,954 reviews — the moat a new listing must climb.

curly hair products

Launch it

A $7.4M/yr market growing +2.0% this quarter with returns at 0.8% — clears our launch bar.

Market size

Incredible$7.4M

$7.4M/yr · 10.2M searches

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Competition

Great21%

top-5 click share — an open shelf

Brand share

Great42%

top-5 brand share — no brand owns this niche

Avg price

Good$13.93

avg listing price — sweet spot $15–$100

Price range

Good$4.21–$35.24

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

Conversion

Good5.2%

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

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+2.0%

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

Review moat

Bad9,954.06

avg incumbent reviews — the moat a new listing must climb

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, curly hair products is a $7.4M/yr Amazon United States market (10.2M searches/yr). The top 5 brands hold 42% of demand. Verdict: Launch it — 71/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

curly hair products market data

Units sold / yr: 500K–600K; avg 5,000–6,000/product
Revenue / yr: $7.0M–$8.4M; units × avg price
Conversion rate: 5.2%
Avg BSR: #47
Page quality: 0%
Prime: 99%
Sponsored: 92%
Out of stock: 0.1%
Avg brand age: 59 months
Avg seller age: 122 days

Competition & brand share

Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.

Brands

48 falling

Sellers

227

Top-5 brand share

42%

Top 20: 82%

Top-5 click share

21%

Top 20: 55%

Open market

54%

Marc Anthony19%
Moroccanoil8%
Not Your Mother's6%
Garnier5%
Aunt Jackie's4%
OUAI4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top curly hair products search terms

curly hair products3.6M/yr -4.1%2.5% conv.
curl cream2.0M/yr +6.8%5.2% conv.
wavy hair products550K/yr +5.5%2.0% conv.
curly hair597K/yr -0.1%1.1% conv.
curl gel386K/yr +9.3%4.3% conv.
marc anthony strictly curls355K/yr +7.4%13.9% conv.
curly hair gel382K/yr +2.4%4.5% conv.
hair cream303K/yr +3.3%2.0% conv.
curl cream for curly hair333K/yr +8.7%6.5% conv.
bali curls192K/yr -1.9%0.6% conv.

All search terms

Top curly hair products 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

Marc Anthony Curl Defining Hair Styling Lotion for Curly Hair Strictly Curls - Long Lasting Moisturizing Lightweight Gel for Maximum Curl Definition Bounce & Shine - Styling Product Reduces Frizz

Marc Anthony$8.364.4★24,730 rev

Moroccanoil Curl Defining Cream 8.5 Fl. Oz.

Moroccanoil$34.274.4★30,110 rev

Marc Anthony Curl Defining Styling Cream for Curly Hair Strictly Curls - Moisturizing Hair Defining Cream Softens & Detangles Coarse Frizzy Curls with Shea Butter - Styling Product Reduces Frizz

Marc Anthony$8.294.4★24,730 rev

Marc Anthony Hair Styling Gel for Curly Hair Strictly Curls - Long Lasting Strong Hold Curl Defining Hair Gel for Medium & Coarse Curls - Added Shine & No Flaking - Hair Products Reduces Frizz

Marc Anthony$8.534.4★2,661 rev

Not Your Mothers Curl Talk Frizz Control Sculpting Gel Defining Cream and Refreshing Curl Foam (3-Pack) - 6 and 8 fl oz - Formulated with Rice Curl Complex - For All Curly Hair Types

Not Your Mother's$27.424.6★833 rev

Newest

by launch date

Marc Anthony Strictly Curls Ultimate Blowout Hair Spray for Curly & Coily Hair - Lightweight Anti-Frizz Heat Protectant Blowout Spray Smooths Hair & Adds Natural Shine

Marc Anthony$10.40496 rev

7mo ago

Garnier Fructis Curl Nourish Air Dry Cream XL Leave In Conditioner Sulfate-Free Curl Defining Cream For Moisture and Frizz Control Waves Curls and Coils Value Size 16.9 Fl Oz

Garnier$9.526,672 rev

7mo ago

Curly Hair Brush Curl Defining Brush for Effortlessly Defined Curls & Waves Vented Hair Brush for Wet & Dry Hair Women and Men Reduces Frizz (Purple)

Tcsxady$7.111,666 rev

1y ago

Not Your Mothers Curl Talk Frizz Control Sculpting Gel Defining Cream and Refreshing Curl Foam (3-Pack) - 6 and 8 fl oz - Formulated with Rice Curl Complex - For All Curly Hair Types

Not Your Mother's$27.42833 rev

1y ago

Marc Anthony Hair Styling Gel for Curly Hair Strictly Curls - Long Lasting Strong Hold Curl Defining Hair Gel for Medium & Coarse Curls - Added Shine & No Flaking - Hair Products Reduces Frizz

Marc Anthony$8.532,661 rev

2y ago

Common questions

Is curly hair products profitable to sell on Amazon United States?: The niche generates $7.4M/yr across 88 tracked products. 10 of 11 products launched in the last 360 days are still selling. 90-day search growth is +2.0%. Flapen's verdict: Launch it (71/100).
How competitive is the curly hair products niche?: 48 brands and 227 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 42% of demand.
When does demand for curly hair products peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the curly hair products niche?: Listings span $4.21–$35.24; the average listing price is $13.93 (sweet spot $15–$100). The average incumbent carries 9,954 reviews — the moat a new listing must climb.