---
title: "Hair Relaxer — $918K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/hair-relaxer"
last_updated: "2026-08-11T12:27:08.589Z"
locale: en
meta:
description: "Niche score 53/100 · $918K/yr market · 1.1M searches/yr · $15.77 avg price. Soft demand (-5.2% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $918K/yr market · 1.1M searches/yr · $15.77 avg price. Soft demand (-5.2% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Hair Relaxer — $918K/yr Amazon US Niche (2026) - Flapen"
---
# **hair relaxer**
**Worth a look**
Shows low returns (1.0%), but soft demand (-5.2% this quarter) keeps it on the watch list.
Market size 76Growth 22Conversion 62Competition 40Returns 95Price range 71Avg price 77Brand share 28Review moat 41Quality gap 43
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$15.77**
avg listing price — sweet spot $15–$100
**Market size**
**Great****$918K**
$918K/yr · 1.1M searches
**Price range**
**Good****$6.92–$34.92**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Good****5.4%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****2,350.55**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****88%**
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 ~~](https://flapen.com/research/methodology)
## **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.
23K18KPrime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/hair-relaxer/trend)
## **Top hair relaxer search terms**
- **hair relaxer**246K/yr-7.0%4.9% conv. - **relaxer**156K/yr+0.7%5.6% conv. - **relaxer for black women**154K/yr-20.9%5.6% conv. - **hair relaxer for black women**127K/yr-13.1%4.8% conv. - **mizani relaxer**83K/yr-1.9%0.2% conv. - **dark and lovely relaxer**70K/yr-31.0%10.7% conv. - **relaxer kit for black women**24K/yr+49.0%7.3% conv. - **mizani butter blend relaxer**30K/yr+50.3%0.2% conv. - **mizani hair relaxer**30K/yr-11.9%0.5% conv. - **perm for black women**29K/yr-14.6%5.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/hair-relaxer/search-terms)
## **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.
0%10%$92K20%$184K30%$275K40%$367K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 20 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**SoftSheen-Carson Dark and Lovely Triple Nourished Silkening Relaxer No-Lye Regular Strength with Shea Butter Jojoba and Avocado Oils Regular**SoftSheen**$8.19**4.6★5,576 rev](https://www.amazon.com/dp/B005IUGWD6) [2**African Pride Olive Miracle Deep Conditioning No-lye Relaxer Kit Regular (SG_B00K0L9IYS_US)**African Pride**$7.24**4.6★1,637 rev](https://www.amazon.com/dp/B00K0L9IYS) [3**ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Extra Strength**ORS**$9.54**4.7★247 rev](https://www.amazon.com/dp/B005FY5MF4) [4**Tcb No Base Hair Relaxer Creme Regular 7.5 Ounce**TCB Hair Relaxer**$6.92**4.2★774 rev](https://www.amazon.com/dp/B007C4IK90) [5**ORS Olive Oil Build-In Protection New Growth No-Lye Hair Relaxer - Extra Strength (Pack of 2)**ORS**$17.40**4.5★1,957 rev](https://www.amazon.com/dp/B07Q5JQ5DS)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Normal Strength (Pack of 4)**ORS**$32.64**2,693 rev1y ago](https://www.amazon.com/dp/B0DG3L6B18) [**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**$22.91**11,310 rev5y ago](https://www.amazon.com/dp/B08TX7GTCQ) [**ORS Olive Oil Build-In Protection New Growth No-Lye Hair Relaxer - Extra Strength (Pack of 2)**ORS**$17.40**1,957 rev7y ago](https://www.amazon.com/dp/B07Q5JQ5DS) [**ORS Olive Oil Professional Creme Relaxer Normal Strength 18.75 Ounces**ORS**$15.06**584 rev7y ago](https://www.amazon.com/dp/B07V48825G) [**ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Normal Strength (2)**ORS**$17.75**2,693 rev7y ago](https://www.amazon.com/dp/B0FBT9F6MR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Extra Strength**ORS**$9.54**4.7★**▲ 215%**](https://www.amazon.com/dp/B005FY5MF4) [**African Pride Olive Miracle Deep Conditioning No-lye Relaxer Kit Regular (SG_B00K0L9IYS_US)**African Pride**$7.24**4.6★**▲ 62%**](https://www.amazon.com/dp/B00K0L9IYS) [**Mizani Strength Fusion Intense Night-Time Treatment - Deeply Nourishing Hair Mask With Shea Butter For Curly Hair**Mizani**$25.73**4.5★**▲ 43%**](https://www.amazon.com/dp/B01K322G1K) [**ORS Olive Oil Built-In Protection Full Application No-Lye Hair Relaxer Normal Strength (2)**ORS**$17.75**4.6★**▲ 41%**](https://www.amazon.com/dp/B0FBT9F6MR) [**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**$21.70**4.3★**▲ 39%**](https://www.amazon.com/dp/B01D58E7U2)
**~~View all trending →~~**
## **What buyers say about hair relaxer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**19%
*“Excellent Product”*
**Soft Feel**10%
*“My hair feels soft”*
**Value For Money**9%
*“is affordable”*
**Hair Styling**8%
*“Fantastic At-home Straightener”*
**Suitability Straight Hair**6%
*“It did do its job with straightening my hair”*
**Ease Of Use**4%
*“easy to do”*
**Smell**4%
*“No loud smell”*
**Advertised Vs Actual Product**3%
*“Works as designed”*
**Instructions/User Manual/Troubleshooting**3%
*“Followed the instructions”*
**Ease Of Application**3%
*“Application is easy”*
### **What buyers complain about **
**Smell**13%
*“Smells like fish”*
**Functionality-Overall**12%
*“Did not work”*
**Damage/Burn Hair**8%
*“Fried my hair”*
**Hair Related**7%
*“not too strong for my hair”*
**Moist/Dry**3%
*“it was pretty dry”*
**Leak-Proof**3%
*“Leaked Out”*
**Suitability Straight Hair**3%
*“my hair isn't straight at all”*
**Color**3%
*“It bleached my hair out to a color I cant describe”*
**Suitability Short Hair**3%
*“Not for very hair type”*
**Value For Money**3%
*“its not worth its price”*
### **Top return reasons **
**Leak-Proof**16%
**Functionality-Overall**13%
**Advertised Vs Actual Product**12%
**Product Condition**7%
**Damage/Burn Hair**7%
**Defective Material/Parts**6%
**Suitability Short Hair**5%
**Size-Overall**4%
**Suitability Straight Hair**4%
**Smell**4%
## **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.
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