Is matte hair product men profitable to sell on Amazon United States?

The niche generates $4.0M/yr across 20 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is +10.9%. Flapen's verdict: Launch it (59/100).

How competitive is the matte hair product men niche?

6 brands and 106 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in matte hair product men?

Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.5%.

When does demand for matte hair product men peak?

Demand peaks in Aug–Sep; the busiest month runs 2.1× the quietest.

What does it cost to enter the matte hair product men niche?

Listings span $9.05–$47.87; the average listing price is $21.17 (sweet spot $15–$100). The average incumbent carries 4,834 reviews — the moat a new listing must climb.

matte hair product men

Launch it

A $4.0M/yr market growing +10.9% this quarter with returns at 0.5% — clears our launch bar.

Conversion

Incredible28.4%

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

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Market size

Incredible$4.0M

$4.0M/yr · 666K searches

Avg price

Great$21.17

avg listing price — sweet spot $15–$100

Price range

Great$9.05–$47.87

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

Competition

Okay59%

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

Growth

Okay+10.9%

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

Review moat

Bad4,834

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, matte hair product men is a $4.0M/yr Amazon United States market (666K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Aug–Sep. Verdict: Launch it — 59/100.

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

matte hair product men market data

Units sold / yr: 150K–200K; avg 10,000–12,500/product
Revenue / yr: $3.2M–$4.2M; units × avg price
Conversion rate: 28.4%
Avg BSR: #254
Page quality: 0%
Prime: 100%
Sponsored: 95%
Out of stock: 0.0%
Avg brand age: 78 months
Avg seller age: 136 days

Competition & brand share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 rising

Sellers

106

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

59%

Top 20: 100%

Open market

Layrite63%
AMERICAN CREW24%
Old Spice5%
GermaPro3%
GMAGHECHEN2%
SUKBRGIR2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +10.9% search growth over the last 90 days.

Peak months: Aug, Sep · busiest ÷ quietest = 2.1×

Open Trend

Top matte hair product men search terms

american crew fiber171K/yr +24.7%10.8% conv.
layrite172K/yr -12.2%19.1% conv.
layrite natural matte cream101K/yr +60.7%33.6% conv.
crew fiber61K/yr +10.6%15.1% conv.
layrite pomade40K/yr +12.9%13.2% conv.
old spice hair putty22K/yr +27.1%11.7% conv.
old spice putty21K/yr -17.8%14.9% conv.
crew fiber cream for men19K/yr +13.2%17.5% conv.
layrite matte cream15K/yr -63.0%27.6% conv.
crew hair fiber5K/yr +117.7%11.5% conv.

All search terms

Top matte hair product men 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 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Layrite Natural Matte Cream Basic White Mild Cream Soda 4.25 Ounce

Layrite$24.514.7★9,286 rev

Layrite Natural Matte Cream 1.5 oz

Layrite$12.544.7★2,324 rev

American Crew Mens Hair Fiber Like Hair Gel with High Hold with Low Shine 3 Oz (Pack of 2)

AMERICAN CREW$24.604.7★1,759 rev

Layrite Superhold Pomade 4.25 oz Orange

Layrite$24.354.7★8,776 rev

Layrite Original Pomade 4.2 Ounce (Pack of 1)

Layrite$22.854.7★5,251 rev

Newest

by launch date

Old Spice Mens Hair Putty Sculpting Putty for Men Healthy & Strong with Vitamin E & Biotin Hair Styling High Hold Matte Finish 2.22 oz

Old Spice$9.5295 rev

5mo ago

SUKBRGIR Mens Bamboo Fiber Dress Socks Solid Color Breathable Moisture-Wicking Brown Gray Navy Crew Socks 5 Pack(5 Pairs Multicolor)

SUKBRGIR$14.7155 rev

6mo ago

Layrite Deluxe Natural Matte Cream 4.25 of 2 pack

Layrite$29.1228 rev

8mo ago

GMAGHECHEN Unisex Silver Fiber Crew Socks Breathable Lightweight & Odor-Free for Work & Commuting Dark Gray 1 Pair

GMAGHECHEN$21.574 rev

10mo ago

American Crew Mens Hair Fiber Like Styling Gel with High Hold & Low Shine Travel Size 1.7 oz

AMERICAN CREW$9.65625 rev

3y ago

What buyers say about matte hair product men

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

What buyers love

Smell15%

“Soft scent”

Quality-Overall13%

“Great hair product”

Value For Money7%

“its worth the money”

Ease Of Use6%

“Easy to use”

Hair Styling5%

“Makes my hair look great and holds”

Durability5%

“Holds well”

Shape/Style4%

“make styling easy”

Ease Of Application3%

“Easy to apply”

Brightness/Shine/Glow2%

“It is shiny”

Adhesion/Stickiness2%

“It has great hold without being sticky”

What buyers complain about

Smell10%

“The smell is different”

Value For Money7%

“Waste of money”

Size-Overall5%

“Would be nice if container size was slightly larger”

Quality-Overall5%

“quality has gotten worse. too dried out”

Hair Related4%

“just makes hair worse”

Thickness4%

“the consistency is thin”

Texture/Consistency-Overall3%

“inconsistent texture”

Ease Of Use3%

“Hard to use”

Moist/Dry3%

“Almost dried up”

Adhesion/Stickiness3%

“Hold isn't as advertised - this is LOW HOLD”

Top return reasons

Advertised Vs Actual Product14%

Smell11%

Functionality-Overall6%

Suitability Short Hair6%

Size-Overall6%

Adhesion/Stickiness5%

Texture/Consistency-Overall5%

Moist/Dry5%