Is malibu profitable to sell on Amazon United States?

The niche generates $566K/yr across 25 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +12.1%. Flapen's verdict: Worth a look (55/100).

How competitive is the malibu niche?

2 brands and 35 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in malibu?

Top complaints mined from reviews: Leak-Proof, Hair Related, Value For Money. The return rate is 0.4%.

When does demand for malibu peak?

Demand peaks in Jul; the busiest month runs 1.7× the quietest.

What does it cost to enter the malibu niche?

Listings span $2.28–$75.94; the average listing price is $21.06 (sweet spot $15–$100). The average incumbent carries 5,052 reviews — the moat a new listing must climb.

malibu

Worth a look

Shows low returns (0.4%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Avg price

Great$21.06

avg listing price — sweet spot $15–$100

Price range

Great$2.28–$75.94

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

Conversion

Great7.7%

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

Market size

Good$566K

$566K/yr · 349K searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Okay58%

top-5 click share — leaders hold, buyers still browse

Growth

Okay+12.1%

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

Review moat

Bad5,052.44

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, malibu is a $566K/yr Amazon United States market (349K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Worth a look — 55/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

malibu market data

Units sold / yr: 30K–40K; avg 1,500–2,000/product
Revenue / yr: $632K–$842K; units × avg price
Conversion rate: 7.7%
Avg BSR: #162
Page quality: 0%
Prime: 100%
Sponsored: 60%
Out of stock: 0.0%
Avg brand age: 58 months
Avg seller age: 141 days

Competition & brand share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

2 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

58%

Top 20: 95%

Open market

Malibu C99%
RASASI1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +12.1% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 1.7×

Open Trend

Top malibu search terms

malibu c116K/yr +25.2%8.9% conv.
malibu103K/yr +30.1%4.0% conv.
malibu hair treatment66K/yr -56.3%10.9% conv.
malibu treatment15K/yr +43.4%12.6% conv.
malibu crystal gel10K/yr +55.0%4.2% conv.
malibu hair9K/yr +41.9%7.5% conv.
malibu hair products10K/yr +11.9%4.5% conv.
malibu packets5K/yr +137.8%10.7% conv.
malibu treatment for hair8K/yr +36.7%10.5% conv.
malibu crystal gel hair treatment7K/yr -28.3%4.2% conv.

All search terms

Top malibu 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Malibu C Hard Water Wellness Hair Remedy - Removes Hard Water Deposits & Impurities + Restores Volume and Radiant Shine with Vitamin C Complex (1 Packet)

Malibu C$3.904.5★14,374 rev

Malibu C Hard Water Hair Remedy - Chelating Treatment Packets for Mineral Buildup & Scalp Detox - Removes Deposits Prevents Discoloration Restores Shine - Vegan Hair Care Products 3 Packets

Malibu C$14.524.5★14,374 rev

Malibu C Blondes Wellness Remedy - Removes Discoloration from Bleached Highlighted or Natural Blonde Hair + Restores Vibrance and Shine with Vitamin C Complex (3 Packets)

Malibu C$14.744.3★5,484 rev

Malibu C Hard Water Wellness Remedy - Hard Water Shampoo Conditioner & Hair Mask Packets for Removing Deposits and Impurities - Hydrating Hair Care Set (6 Ct)

Malibu C$38.334.3★15,687 rev

Malibu C Miracle Repair Hair Reconstructor (1 Packet) - Nourishing Hair Repair Treatment for Weak Damaged Strands - Flax Protein & Vitamin B5 for Hair Strength

Malibu C$3.814.3★5,265 rev

Newest

by launch date

Malibu C Un-Do-Goo Clarifying Shampoo for Build Up - Travel Size Deep Cleansing Treatment for Styling Product Residue - Weekly Scalp Detox Shine Restoring Hair Cleanser for Women & Men 3.4oz

Malibu C$9.876,881 rev

6mo ago

RASASI Hawas Malibu

RASASI$41.12153 rev

9mo ago

Malibu C Un-Do-Goo > pH 9 Shampoo 1 ct.

Malibu C$2.286,881 rev

5y ago

Malibu C Mini Malibu Rehab Hard Water Wellness - Contains 2 Remedy Packets - At-Home Hair Reconstructor and Mineral Removal Remedy - Sulfate Free Hair Care

Malibu C$11.662,406 rev

6y ago

Malibu C Swimmers Wellness Shampoo and Conditioner Set - Restorative Hair Care for Swimmers - Protects Against Chlorine Damage & Combats Brittle Hair (33.8 oz)

Malibu C$75.90904 rev

7y ago

What buyers say about malibu

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

What buyers love

Quality-Overall14%

“Very effective”

Soft Feel13%

“So soft”

Smell13%

“Very clean smelling”

Hair Growth8%

“.It has really helped my hair”

Suitability Colored Hair4%

“Works great and tones blonde hair”

Advertised Vs Actual Product4%

“Does What it Claims”

Cleansing3%

“Strong super clean hair”

Value For Money3%

“Definitely worth the price”

Color3%

“really good for getting color out”

Efficiency3%

“Works great”

What buyers complain about

Leak-Proof16%

“leaked everywhere”

Hair Related7%

“had hard water buildup on my hair”

Value For Money6%

“A bit pricey”

Smell6%

“I find the fragrance quite strong”

Functionality-Overall5%

“Didnt work”

Moist/Dry5%

“dried it out”

Size-Overall5%

“Tiny packet”

Color5%

“Ruined My Color”

Suitability Colored Hair4%

“If your hair is colored you are taking a huge risk using this product”

Damage/Burn Hair2%

“It ruined my hair”

Top return reasons

Leak-Proof50%

Advertised Vs Actual Product7%

Functionality-Overall6%

Product Condition5%

Moist/Dry4%

Size-Overall4%

Suitability Short Hair3%

Suitability Colored Hair3%