Is joico defy damage shampoo and conditioner profitable to sell on Amazon United States?

The niche generates $93K/yr across 8 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +24.3%. Flapen's verdict: Skip it (43/100).

How competitive is the joico defy damage shampoo and conditioner niche?

1 brands and 4 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in joico defy damage shampoo and conditioner?

Top complaints mined from reviews: Moist/Dry, Smell, Value For Money. The return rate is 0.7%.

When does demand for joico defy damage shampoo and conditioner peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the joico defy damage shampoo and conditioner niche?

Listings span $9.25–$46.26; the average listing price is $27.24 (sweet spot $15–$100). The average incumbent carries 5,649 reviews — the moat a new listing must climb.

joico defy damage shampoo and conditioner

Skip it

Brand-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$27.24

avg listing price — sweet spot $15–$100

Conversion

Great10.4%

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

Price range

Great$9.25–$46.26

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

Growth

Good+24.3%

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

Review moat

Bad5,648.75

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$93K

$93K/yr · 33K searches

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad93%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, joico defy damage shampoo and conditioner is a $93K/yr Amazon United States market (33K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 43/100.

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

joico defy damage shampoo and conditioner market data

Units sold / yr: 4K–5K; avg 500–750/product
Revenue / yr: $109K–$136K; units × avg price
Conversion rate: 10.4%
Avg BSR: #128
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 0.0%
Avg brand age: 78 months
Avg seller age: 157 days

Competition & brand share

The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.

Brands

1 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

93%

Top 20: 100%

Open market

Joico100%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +24.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top joico defy damage shampoo and conditioner search terms

joico defy damage shampoo14K/yr +3.4%11.1% conv.
joico defy damage conditioner9K/yr +28.1%17.0% conv.
joico defy damage shampoo and conditioner7K/yr +77.5%7.8% conv.
defy damage shampoo and conditioner1K/yr +68.7%11.0% conv.
joico shampoo and conditioner defy damage1K/yr +21.2%9.2% conv.

All search terms

Top joico defy damage shampoo and conditioner 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 8 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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 | 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

Joico Defy Damage Protective Conditioner | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 8.5 Fl Oz

Joico$22.204.7★6,985 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 Conditioner | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 33.8 Fl Oz

Joico$35.164.7★6,985 rev

Newest

by launch date

Defy Damage Protective Conditioner

Joico$9.256,985 rev

9mo ago

Joico Defy Damage Protective Shampoo & Conditioner Set | Preserve Hair Color | For Bond Strengthening & Color Longevity

Joico$46.262,361 rev

5y ago

Joico Defy Damage Protective Shampoo | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 10.1 Fl Oz

Joico$21.766,096 rev

6y ago

Joico Defy Damage Protective Shampoo | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 33.8 Fl Oz

Joico$35.406,096 rev

6y ago

Joico Defy Damage Protective Conditioner | For Color-Treated Hair | Strengthen Bonds & Preserve Hair Color | With Moringa Seed Oil & Arginine | 8.5 Fl Oz

Joico$22.206,985 rev

7y ago

What buyers say about joico defy damage shampoo and conditioner

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

What buyers love

Smell17%

“The fragrance is amazing”

Quality-Overall16%

“Excellent product, this is the second bottle I buy”

Soft Feel14%

“my hair felt soft”

Hair Growth8%

“it helps my hair feel soft”

Moist/Dry7%

“This has always been my go to for dry”

Suitability Colored Hair5%

“Great on my fine color treated hair”

Advertised Vs Actual Product4%

“Just what I wanted”

Value For Money4%

“its not too expensive”

Protection4%

“The leave-in protect it is also great”

Size-Overall2%

“This has been a great fit for that”

What buyers complain about

Moist/Dry13%

“does not work to hydrate or soften hair at all”

Smell11%

“this time it smells like mothballs”

Value For Money11%

“Too expensive”

Allergies6%

“I do have a lot of allergies”

Oily/Greasy5%

“most products make my hair feel heavy or oily”

Instructions/User Manual/Troubleshooting5%

“the product had no instructions on the tube”

Suitability Long Hair5%

“Great for long hair. Only need a touch.”

Suitability Wavy Hair5%

“My hair is a little wavy”

Suitability Short Hair5%

“Not for fine hair”

Hard Feel4%

“Not soft and shiny like it was with Moisture Recovery”

Top return reasons

Smell19%

Value For Money14%

Size-Overall11%

Advertised Vs Actual Product9%

Functionality-Overall7%

Moist/Dry6%

Suitability Short Hair4%

Defective Material/Parts4%

Oily/Greasy4%

Suitability Straight Hair3%

Common questions

Is joico defy damage shampoo and conditioner profitable to sell on Amazon United States?: The niche generates $93K/yr across 8 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +24.3%. Flapen's verdict: Skip it (43/100).
How competitive is the joico defy damage shampoo and conditioner niche?: 1 brands and 4 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in joico defy damage shampoo and conditioner?: Top complaints mined from reviews: Moist/Dry, Smell, Value For Money. The return rate is 0.7%.
When does demand for joico defy damage shampoo and conditioner peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the joico defy damage shampoo and conditioner niche?: Listings span $9.25–$46.26; the average listing price is $27.24 (sweet spot $15–$100). The average incumbent carries 5,649 reviews — the moat a new listing must climb.