Is drybar profitable to sell on Amazon United States?

The niche generates $2.7M/yr across 22 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -4.2%. Flapen's verdict: Worth a look (61/100).

How competitive is the drybar niche?

10 brands and 18 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in drybar?

Top complaints mined from reviews: Smell, Functionality-Overall, Ease Of Use. The return rate is 0.5%.

When does demand for drybar peak?

Demand peaks in Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the drybar niche?

Listings span $8.74–$149.25; the average listing price is $33.07 (sweet spot $15–$100). The average incumbent carries 3,540 reviews — the moat a new listing must climb.

drybar

Worth a look

Shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Market size

Incredible$2.7M

$2.7M/yr · 883K searches

Avg price

Incredible$33.07

avg listing price — sweet spot $15–$100

Conversion

Great9.3%

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

Price range

Good$8.74–$149.25

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

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay56%

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

Brand share

Okay87%

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

Review moat

Okay3,540

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-4.2%

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

According to Flapen's Amazon United States niche tracking, drybar is a $2.7M/yr Amazon United States market (883K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Dec. Verdict: Worth a look — 61/100.

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

drybar market data

Units sold / yr: 60K–80K; avg 3,000–4,000/product
Revenue / yr: $2.0M–$2.6M; units × avg price
Conversion rate: 9.3%
Avg BSR: #87
Page quality: 0%
Prime: 100%
Sponsored: 82%
Out of stock: 0.0%
Avg brand age: 60 months
Avg seller age: 143 days

Competition & brand share

The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 rising

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

56%

Top 20: 97%

Open market

Moroccanoil37%
Drybar23%
Paul Mitchell11%
Hairitage9%
ORIBE6%
Joico5%
Open — no brand owns it (4 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.2% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.0×

Open Trend

Top drybar search terms

drybar178K/yr +7.7%1.9% conv.
moroccan oil heat protectant spray119K/yr +1.9%13.6% conv.
dry bar118K/yr +3.5%1.9% conv.
dry heat protectant spray87K/yr -18.8%5.1% conv.
moroccan oil heat protectant59K/yr -23.7%10.4% conv.
aerosol heat protectant for hair52K/yr -22.8%4.3% conv.
hot toddy heat protectant mist32K/yr +12.2%11.2% conv.
paul mitchell heat protection spray31K/yr -6.8%7.5% conv.
oribe heat protectant30K/yr -14.8%6.9% conv.
paul mitchell hot off the press spray24K/yr -3.1%12.1% conv.

All search terms

Top drybar 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 22 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Moroccanoil Perfect Defense Heat Protectant 6 Fl. Oz.

Moroccanoil$30.494.5★11,233 rev

Drybar Hot Toddy Heat Protectant Mist for Hair Blanc Scent 4.6 oz

Drybar$24.864.5★2,349 rev

Moroccanoil Perfect Defense Heat Protectant 2 Fl Oz

Moroccanoil$14.964.5★11,233 rev

Paul Mitchell Hot Off The Press Heat Protectant Humidity Resistance Flexible Hold + Natural Finish For All Hair Types 6 oz

Paul Mitchell$22.474.6★6,879 rev

Hairitage Argan Oil Heat Protectant Spray for Dry Hair and Re-Heat Styling - Hydrating and Conditioning Formula - Argan Oil + Rice Protein - Protects Hair Up to 450F for Re-Heat Hair Styling - 5 oz

Hairitage$8.934.5★310 rev

Newest

by launch date

Paul Mitchell Hot Off The Press Heat Protectant Humidity Resistance Flexible Hold + Natural Finish For All Hair Types 9.1 oz

Paul Mitchell$29.696,879 rev

6mo ago

Paul Mitchell Hot Off The Press Heat Protectant Humidity Resistance Flexible Hold + Natural Finish For All Hair Types 2 oz

Paul Mitchell$11.976,879 rev

6mo ago

Moroccanoil Jumbo Perfect Defense Heat Protectant

Moroccanoil$31.92713 rev

6mo ago

Kristin Ess Dry Heat Protectant Spray - Blow Dry Frizz Control + Shine Enhancing - Anti Humidity Thermal Heat Protectant Spray - Repair + Protect Hair Up to 450 Degrees - Fresh Pear Fragrance (5 oz)

Kristin Ess$13.56120 rev

7mo ago

amika the shield anti-humidity spray 2.5oz

Amika$13.814,866 rev

1y ago

What buyers say about drybar

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

What buyers love

Smell29%

“the fragrance is amazing”

Quality-Overall8%

“Quality product at a fair price”

Hair Styling6%

“my curls stay curly pretty much all day”

Protection6%

“Protects your hair”

Soft Feel5%

“Leaves hair soft”

Weight Light5%

“The mist is lightweight”

Value For Money4%

“Good price”

Suitability Curly Hair3%

“My hair is naturally curly”

Suitability Straight Hair3%

“smooth I recommend this for fine hair :”

Moist/Dry2%

“great for dry hair”

What buyers complain about

Smell18%

“Smell HORRIBLE”

Functionality-Overall6%

“Can malfunctions”

Ease Of Use5%

“Impossible to use”

Hair Related5%

“doesn't make my hair feel producty”

Durability5%

“it broke mid-use the other day”

Moist/Dry5%

“on the hard dry side”

Adhesion/Stickiness4%

“This is sticky”

Value For Money4%

“Not Worth The Price”

Oily/Greasy3%

“It makes my hair feel sooooo greasy”

Size-Overall2%

“The size of the product doesnt look jumbo”

Top return reasons

Size-Overall17%

Functionality-Overall11%

Smell7%

Product Condition7%

Suitability Short Hair7%

Advertised Vs Actual Product6%

Defective Material/Parts5%

Value For Money5%

Heating4%

Damage/Burn Hair4%

Common questions

Is drybar profitable to sell on Amazon United States?: The niche generates $2.7M/yr across 22 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -4.2%. Flapen's verdict: Worth a look (61/100).
How competitive is the drybar niche?: 10 brands and 18 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in drybar?: Top complaints mined from reviews: Smell, Functionality-Overall, Ease Of Use. The return rate is 0.5%.
When does demand for drybar peak?: Demand peaks in Dec; the busiest month runs 2.0× the quietest.
What does it cost to enter the drybar niche?: Listings span $8.74–$149.25; the average listing price is $33.07 (sweet spot $15–$100). The average incumbent carries 3,540 reviews — the moat a new listing must climb.

drybar

drybar market data

Competition & brand share

Demand & seasonality

Top drybar search terms

Top drybar products on Amazon

Top sellers

Newest

Trending

What buyers say about drybar

What buyers love

What buyers complain about

Top return reasons

Common questions

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