joico defy damage
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Incredible$28.88avg listing price — sweet spot $15–$100
Price range
Incredible$21.76–$46.26cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great10.8%search→purchase rate — share of searches ending in a sale
Market size
Good$285K$285K/yr · 91K searches
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Review moat
Okay3,708avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-14.8%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, joico defy damage is a $285K/yr Amazon United States market (91K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
joico defy damage market data
- Units sold / yr
- 10K–13K
- avg 750–1,000/product
- Revenue / yr
- $289K–$361K
- units × avg price
- Conversion rate
- 10.8%
- Avg BSR
- #1,236
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 71 months
- Avg seller age
- 129 days
Competition & brand share
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
1 flat
Sellers
5
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
68%
Top 20: 100%
Open market
0%
- Joico100%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top joico defy damage search terms
- joico defy damage82K/yr
- joico defy damage protective shield5K/yr
- defy damage4K/yr
Top joico defy damage 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 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Defy Damage Protective Shield | For Damaged Color-Treated Hair | Protect Against UV & Thermal Damage | Strengthen Bonds & Preserve Hair Color | With Moringa Seed & Arginine | 3.38 Fl Oz
Joico$23.804.6★4,481 rev
Joico Defy Damage Protective Masque | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 5.1 Fl Oz
Joico$24.074.7★5,201 rev
Joico Defy Damage Protective Shampoo | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 10.1 Fl Oz
Joico$21.764.7★6,096 rev
Joico Defy Damage Protective Shampoo & Conditioner Set | Preserve Hair Color | For Bond Strengthening & Color Longevity
Joico$46.264.7★2,361 rev
Joico Defy Damage Protective Shampoo | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 33.8 Fl Oz
Joico$35.404.7★6,096 rev
Newest
by launch date
Joico Defy Damage In A Flash 7-Second Bond Building Hair Treatment | With Liquid Keratin | Quick Bond Strengthening & Protection | Color -Safe | Unique Liquid-To-Crme Formula | 6.76 Fl Oz
Joico$27.30385 rev
Joico Defy Damage KBOND20 Power Masque | For Stronger Hydrated Hair | Color-Safe | Rebuild & Protect Bonds | Paraben-Free | Animal-Test Free Formula | 5.1 Fl Oz
Joico$32.80643 rev
Joico Defy Damage Sleepover Overnight Nourishing Treatment | Instantly Softens & Smooths | Strengthen Bonds | Reduce Breakage & Split Ends | No Rinse Formula | With Arginine & Keratin | 3.38 oz
Joico$24.52941 rev
Joico Defy Damage Invincible Frizz-Fighting Bond Protector | 24 Hour Frizz Protection | Thermal Heat & Humidity Protection | Boost Shine | Reduce Breakage | Leave-In Spray | 180mL
Joico$24.37614 rev
Joico Defy Damage Protective Shampoo & Conditioner Set | Preserve Hair Color | For Bond Strengthening & Color Longevity
Joico$46.262,361 rev
Trending
90-day click momentumJoico Defy Damage Invincible Frizz-Fighting Bond Protector | 24 Hour Frizz Protection | Thermal Heat & Humidity Protection | Boost Shine | Reduce Breakage | Leave-In Spray | 180mL
Joico$24.374.4★
Joico Defy Damage Protective Shampoo | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 10.1 Fl Oz
Joico$21.764.7★
Defy Damage Protective Shield | For Damaged Color-Treated Hair | Protect Against UV & Thermal Damage | Strengthen Bonds & Preserve Hair Color | With Moringa Seed & Arginine | 3.38 Fl Oz
Joico$23.804.6★
Joico Defy Damage Protective Shampoo | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 33.8 Fl Oz
Joico$35.404.7★
Joico Defy Damage Protective Masque | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 5.1 Fl Oz
Joico$24.074.7★
What buyers say about joico defy damage
What buyers praise and complain about, mined from review topics.What buyers love
“The fragrance is amazing”
“Value, quality, accurate marketing on treatment and more”
“Leaves hair soft”
“it helps my hair feel soft”
“It helps reduce dryness”
“Just what I wanted”
“Protects hair”
“Great on my fine color treated hair”
“Great value”
“Works well and controls frizz”
What buyers complain about
“does not work to hydrate or soften hair at all”
“this time it smells like mothballs”
“Too expensive”
“I do have a lot of allergies”
“most products make my hair feel heavy or oily”
“Softness doesnt last more than a day”
“the product had no instructions on the tube”
“Great for long hair. Only need a touch.”
“My hair is a little wavy”
“Not for fine hair”
Top return reasons
Common questions
- Is joico defy damage profitable to sell on Amazon United States?
- The niche generates $285K/yr across 11 tracked products. 90-day search growth is -14.8%. Flapen's verdict: Skip it (46/100).
- How competitive is the joico defy damage niche?
- 1 brands and 5 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in joico defy damage?
- Top complaints mined from reviews: Moist/Dry, Smell, Value For Money. The return rate is 0.7%.
- When does demand for joico defy damage peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the joico defy damage niche?
- Listings span $21.76–$46.26; the average listing price is $28.88 (sweet spot $15–$100). The average incumbent carries 3,708 reviews — the moat a new listing must climb.