hair relaxer
Worth a lookShows low returns (1.0%), but soft demand (-5.2% this quarter) keeps it on the watch list.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Avg price
Great$15.77avg listing price — sweet spot $15–$100
Market size
Great$918K$918K/yr · 1.1M searches
Price range
Good$6.92–$34.92cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good5.4%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,350.55avg incumbent reviews — the moat a new listing must climb
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Growth
Bad-5.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, hair relaxer is a $918K/yr Amazon United States market (1.1M searches/yr). The top 5 brands hold 88% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
hair relaxer market data
- Units sold / yr
- 50K–60K
- avg 2,500–3,000/product
- Revenue / yr
- $789K–$946K
- units × avg price
- Conversion rate
- 5.4%
- Avg BSR
- #41
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 65%
- Out of stock
- 0.0%
- Avg brand age
- 75 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
130
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
61%
Top 20: 100%
Open market
9%
- SoftSheen31%
- ORS29%
- African Pride18%
- TCB Hair Relaxer5%
- Mizani4%
- Affirm3%
- Open — no brand owns it (5 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top hair relaxer search terms
- hair relaxer246K/yr
- relaxer156K/yr
- relaxer for black women154K/yr
- hair relaxer for black women127K/yr
- mizani relaxer83K/yr
- dark and lovely relaxer70K/yr
- relaxer kit for black women24K/yr
- mizani butter blend relaxer30K/yr
- mizani hair relaxer30K/yr
- perm for black women29K/yr
Top hair relaxer 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
SoftSheen-Carson Dark and Lovely Triple Nourished Silkening Relaxer No-Lye Regular Strength with Shea Butter Jojoba and Avocado Oils Regular
SoftSheen$8.194.6★5,576 rev
African Pride Olive Miracle Deep Conditioning No-lye Relaxer Kit Regular (SG_B00K0L9IYS_US)
African Pride$7.244.6★1,637 rev
ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Extra Strength
ORS$9.544.7★247 rev
Tcb No Base Hair Relaxer Creme Regular 7.5 Ounce
TCB Hair Relaxer$6.924.2★774 rev
ORS Olive Oil Build-In Protection New Growth No-Lye Hair Relaxer - Extra Strength (Pack of 2)
ORS$17.404.5★1,957 rev
Newest
by launch date
ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Normal Strength (Pack of 4)
ORS$32.642,693 rev
KATIVA Brazilian Keratin Treatment Kit at home Formaldehyde Free Hair Straightening with Hyaluronic Acid Up to 12 Weeks Frizz Control for Curly Wavy Frizzy Hair (Straightening Kit)
KATIVA$22.9111,310 rev
ORS Olive Oil Build-In Protection New Growth No-Lye Hair Relaxer - Extra Strength (Pack of 2)
ORS$17.401,957 rev
ORS Olive Oil Professional Creme Relaxer Normal Strength 18.75 Ounces
ORS$15.06584 rev
ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Normal Strength (2)
ORS$17.752,693 rev
Trending
90-day click momentumORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Extra Strength
ORS$9.544.7★
African Pride Olive Miracle Deep Conditioning No-lye Relaxer Kit Regular (SG_B00K0L9IYS_US)
African Pride$7.244.6★
Mizani Strength Fusion Intense Night-Time Treatment - Deeply Nourishing Hair Mask With Shea Butter For Curly Hair
Mizani$25.734.5★
ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Normal Strength (2)
ORS$17.754.6★
Dominican Magic Ultra Straight No Lye Relaxer - Professional Hair Relaxer System Hair Kit Ideal Hair Relaxer for Curly Hair Salon-Quality Smoothing Treatment 7.4oz
DOMINICAN MAGIC$21.704.3★
What buyers say about hair relaxer
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“My hair feels soft”
“is affordable”
“Fantastic At-home Straightener”
“It did do its job with straightening my hair”
“easy to do”
“No loud smell”
“Works as designed”
“Followed the instructions”
“Application is easy”
What buyers complain about
“Smells like fish”
“Did not work”
“Fried my hair”
“not too strong for my hair”
“it was pretty dry”
“Leaked Out”
“my hair isn't straight at all”
“It bleached my hair out to a color I cant describe”
“Not for very hair type”
“its not worth its price”
Top return reasons
Common questions
- Is hair relaxer profitable to sell on Amazon United States?
- The niche generates $918K/yr across 20 tracked products. 90-day search growth is -5.2%. Flapen's verdict: Worth a look (53/100).
- How competitive is the hair relaxer niche?
- 11 brands and 130 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in hair relaxer?
- Top complaints mined from reviews: Smell, Functionality-Overall, Damage/Burn Hair. The return rate is 1.0%.
- When does demand for hair relaxer peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the hair relaxer niche?
- Listings span $6.92–$34.92; the average listing price is $15.77 (sweet spot $15–$100). The average incumbent carries 2,351 reviews — the moat a new listing must climb.