hair dye
Launch itA $6.3M/yr market growing +1.3% this quarter with returns at 0.8% — clears our launch bar.
Market size
Incredible$6.3M$6.3M/yr · 14.4M searches
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Competition
Great27%top-5 click share — an open shelf
Price range
Good$4.47–$33.85cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$12.89avg listing price — sweet spot $15–$100
Brand share
Good73%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay3.4%search→purchase rate — share of searches ending in a sale
Growth
Okay+1.3%90-day search growth — must beat 0% to launch
Review moat
Bad26,503.46avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, hair dye is a $6.3M/yr Amazon United States market (14.4M searches/yr). The top 5 brands hold 73% of demand. Verdict: Launch it — 63/100.
Data updated Jul 13, 2026 · scored weekly · How we score niches
hair dye market data
- Units sold / yr
- 500K–600K
- avg 5,000–6,000/product
- Revenue / yr
- $6.4M–$7.7M
- units × avg price
- Conversion rate
- 3.4%
- Avg BSR
- #29
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 84%
- Out of stock
- 0.2%
- Avg brand age
- 66 months
- Avg seller age
- 133 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
27 rising
Sellers
193
Top-5 brand share
73%
Top 20: 97%
Top-5 click share
27%
Top 20: 58%
Open market
22%
- L'Oreal Paris33%
- Garnier16%
- REVLON10%
- Clairol7%
- Schwarzkopf6%
- COLORCHARM6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top hair dye search terms
- hair dye4.0M/yr
- hair color1.4M/yr
- black hair dye1.5M/yr
- hair color for women1.2M/yr
- loreal hair color838K/yr
- semi permanent hair color673K/yr
- brown hair dye649K/yr
- dark brown hair dye568K/yr
- temporary hair dye393K/yr
- demi permanent hair color387K/yr
Top 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOreal Paris Excellence Crme Permanent Hair Dye Triple Care Hair Color with Hyaluronic Acid for 100% Gray Coverage 4AR Dark Chocolate Brown 1 Kit (Packaging May Vary)
L'Oreal Paris$11.704.6★61,919 rev
LOreal Paris Feria Multi-Faceted Shimmering Permanent Hair Color B61 Downtown Brown (Hi-Lift Cool Brown) 1 Hair Dye Kit
L'Oreal Paris$10.434.1★2,807 rev
Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 30 Darkest Brown (Sweet Cola) 2 Count
Garnier$17.574.6★42,647 rev
Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 10 Black (Licorice) 1 Count
Garnier$8.834.6★42,647 rev
Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)
REVLON$15.944.7★2,145 rev
Newest
by launch date
COLORCHARM Permanent Cream Hair Color 1N Black 2 oz.
COLORCHARM$9.201,211 rev
Revlon ColorSilk with Bond Repair Complex Brown Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 41 Medium Brown (Pack of 3)
REVLON$15.493,847 rev
Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)
REVLON$15.942,145 rev
Revlon ColorSilk with Bond Repair Complex Brown Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 47 Medium Rich Brown (Pack of 3)
REVLON$15.633,847 rev
COLORCHARM Demi Permanent Hair Color | 5N Lightest Neutral Brown | Gloss Refresh & Tone | 2 Fl Oz
COLORCHARM$9.276,144 rev
Trending
90-day click momentumGarnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 10 Black (Licorice) 1 Count
Garnier$8.834.6★
LOreal Paris Excellence Crme Permanent Hair Dye Triple Care Hair Color with Hyaluronic Acid for 100% Gray Coverage 5 Medium Brown 1 Kit (Pack of 2) (Packaging May Vary)
L'Oreal Paris$20.454.6★
Revlon ColorSilk with Bond Repair Complex Brown Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 41 Medium Brown (Pack of 3)
REVLON$15.494.7★
Garnier Nutrisse Ultra Crme Hair Color Permanent Hair Dye with 100% Gray Coverage Vegan & Cruelty-Free 30 Darkest Brown (Sweet Cola) 2 Count
Garnier$17.574.6★
Revlon ColorSilk with Bond Repair Complex Black Permanent Hair Color 100% Gray Coverage Ammonia Free Hair Dye Vegan Keratin 10 Black (Pack of 3)
REVLON$15.944.7★
What buyers say about hair dye
What buyers praise and complain about, mined from review topics.What buyers love
“Color is cute”
“Great quality for th cost”
“Process is easy”
“Good hair color”
“Full Coverage”
“Excellent price”
“Great smell”
“Leaves hair soft”
“Exactly what I wanted”
“I was truly impressed with how effective it is”
What buyers complain about
“color not as described”
“It is very aggravating to dye your hair”
“Did not work as expected”
“Skin irritation”
“Stains”
“Bad Smell”
“It also makes ur hair super hard”
“It broke down”
“Expensive”
“Terrible coverage”
Top return reasons
Common questions
- Is hair dye profitable to sell on Amazon United States?
- The niche generates $6.3M/yr across 87 tracked products. 90-day search growth is +1.3%. Flapen's verdict: Launch it (63/100).
- How competitive is the hair dye niche?
- 27 brands and 193 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in hair dye?
- Top complaints mined from reviews: Color, Suitability Colored Hair, Functionality-Overall. The return rate is 0.8%.
- When does demand for hair dye peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the hair dye niche?
- Listings span $4.47–$33.85; the average listing price is $12.89 (sweet spot $15–$100). The average incumbent carries 26,503 reviews — the moat a new listing must climb.