hair putty
Worth a lookShows searches that convert (15.3% search→purchase), but soft demand (-12.2% this quarter) keeps it on the watch list.
Conversion
Incredible15.3%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Avg price
Good$12.82avg listing price — sweet spot $15–$100
Market size
Good$358K$358K/yr · 183K searches
Price range
Okay$5.08–$23.99cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Review moat
Okay2,882.38avg incumbent reviews — the moat a new listing must climb
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Bad-12.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, hair putty is a $358K/yr Amazon United States market (183K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 51/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
hair putty market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- $321K–$385K
- units × avg price
- Conversion rate
- 15.3%
- Avg BSR
- #35
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 1.7%
- Avg brand age
- 96 months
- Avg seller age
- 136 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
16 rising
Sellers
190
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
66%
Top 20: 96%
Open market
17%
- Old Spice38%
- Garnier19%
- L'Oreal Paris16%
- L34%
- Bed Head3%
- Kenra3%
- Open — no brand owns it (10 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 103 weeks — -12.2% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 1.6×
Top hair putty search terms
- hair putty56K/yr
- old spice hair putty22K/yr
- old spice putty21K/yr
- styling paste15K/yr
- surfer hair11K/yr
- hair styling paste8K/yr
- menscrafted hair paste11K/yr
- hair molding paste5K/yr
- mens crafted hair paste8K/yr
- loreal hair putty4K/yr
Top hair putty 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
Old Spice Mens Hair Putty Stay-In-Place Hair Styling Putty for Men High Hold Very Low Shine 2.22 oz
Old Spice$9.054.6★1,616 rev
LOreal Paris Studio Line Overworked Hair Putty 1.7 oz.
L'Oreal Paris$5.724.5★4,453 rev
Garnier Fructis Style Surfer Hair Power Putty 3.4 Oz 1 Count (Packaging May Vary)
Garnier$6.444.5★5,169 rev
Old Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz
Old Spice$9.524.5★95 rev
TIGI Bed Head Manipulator Texturizing Putty Firm Hold Styling Putty for Short to Medium Hair 2.01 oz
Bed Head$10.814.5★5,816 rev
Newest
by launch dateOld Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz
Old Spice$9.5295 rev
Old Spice Mens Hair Pomade Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Pomade Medium Hold Matte Finish 2.22 oz
Old Spice$9.283,845 rev
Old Spice Mens Hair Clay Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Clay High Hold Matte Finish 2.22 oz
Old Spice$9.3085 rev
Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.887,186 rev
Flow Bros Mens Hair Clay - Strong Hold Nourishing Formula Low Shine - Adds Volume and Texture - 2oz
Flow Bros$20.09418 rev
Trending
90-day click momentumOld Spice Mens Hair Pomade Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Pomade Medium Hold Matte Finish 2.22 oz
Old Spice$9.284.5★
Got2B Flexing Molding Paste 2 oz
Got2B$8.414.6★
Old Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz
Old Spice$9.524.5★
Cremo Hair Styling Texture Paste Premium Barber Grade Texture Paste for Hair Styling 3.4 Oz
Cremo$9.884.4★
Old Spice Mens Hair Clay Healthy & Strong with Vitamin E & Biotin Mens Hair Styling Clay High Hold Matte Finish 2.22 oz
Old Spice$9.304.5★
What buyers say about hair putty
What buyers praise and complain about, mined from review topics.What buyers love
“smells fresh”
“Nice hair product”
“Great hair hold”
“Good value”
“Great texture”
“Easy to use”
“Best on the market for any type of hair”
“Holds well”
“It's easy to use and style”
“It works well”
What buyers complain about
“Horrendous Smell”
“Makes my hair feel a little oily”
“stickiness is minimal”
“Doesn't work into hair well”
“It is expensive”
“it is not strong at all”
“It feels a bit thicker now as well in my hair after a while”
“Does not do anything for my hair”
“It doesn't seem to hold quite the whole day”
“Low shine”
Top return reasons
Common questions
- Is hair putty profitable to sell on Amazon United States?
- The niche generates $358K/yr across 24 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -12.2%. Flapen's verdict: Worth a look (51/100).
- How competitive is the hair putty niche?
- 16 brands and 190 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in hair putty?
- Top complaints mined from reviews: Smell, Oily/Greasy, Adhesion/Stickiness. The return rate is 0.5%.
- When does demand for hair putty peak?
- Demand peaks in Jan–Feb; the busiest month runs 1.6× the quietest.
- What does it cost to enter the hair putty niche?
- Listings span $5.08–$23.99; the average listing price is $12.82 (sweet spot $15–$100). The average incumbent carries 2,882 reviews — the moat a new listing must climb.