Is hair highlighting kit profitable to sell on Amazon United States?

The niche generates $391K/yr across 18 tracked products. 90-day search growth is +11.8%. Flapen's verdict: Skip it (48/100).

How competitive is the hair highlighting kit niche?

6 brands and 68 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in hair highlighting kit?

Top complaints mined from reviews: Color, Suitability Colored Hair, Functionality-Overall. The return rate is 0.5%.

When does demand for hair highlighting kit peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the hair highlighting kit niche?

Listings span $6.87–$48.72; the average listing price is $13.64 (sweet spot $15–$100). The average incumbent carries 5,298 reviews — the moat a new listing must climb.

hair highlighting kit

Skip it

Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Price range

Great$6.87–$48.72

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

Avg price

Good$13.64

avg listing price — sweet spot $15–$100

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Good$391K

$391K/yr · 792K searches

Conversion

Okay3.6%

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

Growth

Okay+11.8%

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

Competition

Okay66%

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

Review moat

Bad5,297.89

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad99%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, hair highlighting kit is a $391K/yr Amazon United States market (792K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 48/100.

Data updated Jul 13, 2026 · scored weekly · How we score niches

hair highlighting kit market data

Units sold / yr: 25K–30K; avg 1,250–1,500/product
Revenue / yr: $341K–$409K; units × avg price
Conversion rate: 3.6%
Avg BSR: #106
Page quality: 0%
Prime: 94%
Sponsored: 33%
Out of stock: 1.5%
Avg brand age: 51 months
Avg seller age: 144 days

Competition & brand share

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 falling

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

L'Oreal Paris54%
REVLON27%
Clairol12%
Xarchy3%
Madison Reed2%
Jexine1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +11.8% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top hair highlighting kit search terms

hair highlighting kit144K/yr +2.7%3.4% conv.
highlight kit79K/yr +90.8%3.1% conv.
highlight hair kit78K/yr -4.5%2.7% conv.
balayage kit59K/yr +37.0%1.0% conv.
highlighting kit52K/yr +14.6%2.8% conv.
blonde highlight kit44K/yr +13.4%3.6% conv.
highlights hair color kit65K/yr -9.9%2.8% conv.
hair highlights33K/yr -1.8%2.0% conv.
blonde highlights23K/yr +9.6%1.6% conv.
balayage hair dye kit40K/yr -31.2%1.3% conv.

All search terms

Top hair highlighting kit 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Revlon Color Effects Highlighting Kit Permanent Hair Dye For Balayage Frosting & Ombre Styling Ammonia & Paraben Free 20 Blonde 8 Oz (Pack of 1)

REVLON$6.874.5★8,076 rev

LOreal Paris Frost and Design Cap Hair Highlights For Long Hair H85 Champagne 1 kit

L'Oreal Paris$11.604.6★5,655 rev

Clairol Nicen Easy Frost & Tip Original Hair Dye Light Blonde to Medium Brown Hair Color Pack of 1

Clairol$9.894.7★2,128 rev

LOreal Paris Colorista Hair Bleach Highlights Hair Color Kit 1 Hair Bleach Kit

L'Oreal Paris$13.434.3★8,572 rev

LOreal Paris Professional Techniques Frost and Design Caramel 1-Count

L'Oreal Paris$10.884.5★2,240 rev

Newest

by launch date

LOreal Paris Superior Preference Balayage Kit Hair Dye for At-Home Highlighting with Pro Toning Mask Light to Dark Blonde 1 Kit

L'Oreal Paris$12.70908 rev

3y ago

Xarchy 19 Pcs Professional Hair Bleach Kit Hair Coloring Products with Hair Dye Brush Hair Color Bowl Hairclips Applicator Earmuffs for Hair Highlighting and Hair Coloring at Home

Xarchy$10.113,197 rev

3y ago

2 Pcs Hair Coloring Highlighting Cap Reusable Silicone Highlight Cap Pull Through Caps for Hair Coloring Frosting Cap with Hook Hair Dye Cap with Holes Hair Salon Tools Hairdressing Highlighting Kit

Jexine$10.22750 rev

4y ago

Madison Reed Light Works Balayage Highlighting Kit Creates Natural-Looking Cool Vanilla Highlights (Sorrento - Blonde) Amonia Free Cruelty Free 2 Step Process That Lightens & Tones Hair

Madison Reed$48.72296 rev

5y ago

Clairol Nicen Easy Frost & Tip Original Hair Dye Light Blonde to Medium Brown Hair Color Pack of 1

Clairol$9.892,128 rev

8y ago

What buyers say about hair highlighting kit

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

What buyers love

Quality-Overall15%

“Good quality kit”

Color15%

“Natural color”

Value For Money14%

“Good value for price”

Ease Of Use12%

“easy to use by keeping everything in one place”

Suitability Colored Hair7%

“It gives me the best cool blonde color”

Hair Styling3%

“gave My Hair some Great Highlight's”

Instructions/User Manual/Troubleshooting3%

“Easy instructions”

Advertised Vs Actual Product3%

“Does the Job”

Durability2%

“They were affordable and durable”

Soft Feel2%

“its super soft”

What buyers complain about

Color22%

“Does not color gray”

Suitability Colored Hair19%

“I am not happy with this hair dye”

Functionality-Overall9%

“Did not work”

Value For Money4%

“Waste of money”

Size-Overall4%

“cap hole very small”

Hair Related4%

“I ruined my hair”

Quality-Overall3%

“Bad quality”

Strength3%

“The brushes are somewhat thin and flimsy”

Suitability Short Hair2%

“not good for your hair”

Advertised Vs Actual Product2%

“The description is misleading”

Top return reasons

Color29%

Suitability Colored Hair22%

Size-Overall10%

Advertised Vs Actual Product6%

Value For Money4%

Quality-Overall4%

Functionality-Overall3%

Leak-Proof2%

Gap/Hole2%

Product Condition2%

Common questions

Is hair highlighting kit profitable to sell on Amazon United States?: The niche generates $391K/yr across 18 tracked products. 90-day search growth is +11.8%. Flapen's verdict: Skip it (48/100).
How competitive is the hair highlighting kit niche?: 6 brands and 68 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in hair highlighting kit?: Top complaints mined from reviews: Color, Suitability Colored Hair, Functionality-Overall. The return rate is 0.5%.
When does demand for hair highlighting kit peak?: Demand is steady year-round — the busiest month runs 1.5× the quietest.
What does it cost to enter the hair highlighting kit niche?: Listings span $6.87–$48.72; the average listing price is $13.64 (sweet spot $15–$100). The average incumbent carries 5,298 reviews — the moat a new listing must climb.