matte paste
Launch itA $1.6M/yr market growing +11.8% this quarter with returns at 0.7% — clears our launch bar.
Conversion
Incredible15.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Incredible$22.90avg listing price — sweet spot $15–$100
Price range
Incredible$21.11–$23.99cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Great$1.6M$1.6M/yr · 430K searches
Review moat
Good1,138.67avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+11.8%90-day search growth — must beat 0% to launch
Competition
Bad96%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, matte paste is a $1.6M/yr Amazon United States market (430K searches/yr). The top 5 brands hold 100% of demand. Verdict: Launch it — 56/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
matte paste market data
- Units sold / yr
- 60K–80K
- avg 10,000–12,500/product
- Revenue / yr
- $1.4M–$1.8M
- units × avg price
- Conversion rate
- 15.8%
- Avg BSR
- #79
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products capture 96% of clicks — a locked-up shelf that new listings rarely crack.Brands
1 flat
Sellers
4
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
96%
Top 20: 100%
Open market
0%
- STMNT100%
Demand & seasonality
Weekly Amazon search volume, last 59 weeks — +11.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top matte paste search terms
- stmnt matte paste119K/yr
- stmnt82K/yr
- stmt matte paste21K/yr
- matte paste24K/yr
- statement25K/yr
- stmt23K/yr
- matte hair paste20K/yr
- matte paste hair men17K/yr
- statement matte paste15K/yr
- stmnt grooming goods20K/yr
Top matte paste 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 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
STMNT Grooming Goods Matte Paste 3.38 oz | All Day Strong Hold & High Volume | Hair Clay Paste For Men | Non-Greasy Formula | Texture Paste for Hair | Ideal for Dry & Damp Hair | Mens Hair Styling
STMNT$23.994.5★2,815 rev
STMNT Grooming Goods Shine Paste 3.38 oz | Natural Shine Finish | Strong Control | Non-Greasy Formula
STMNT$23.694.5★950 rev
STMNT Grooming Goods Fiber Pomade 3.38 oz | Semi-Matte Finish | Strong Control | Easy To Wash Out
STMNT$23.564.4★884 rev
STMNT Grooming Goods Dry Clay 3.38 oz | Extra Matte Finish | Super Strong Control | Easy to Wash Out
STMNT$23.694.3★1,010 rev
STMNT Grooming Goods Grooming Spray 6.7 oz | Natural Finish | Thicker Hair Feel | Non-Sticky
STMNT$21.114.6★645 rev
Newest
by launch date
STMNT Grooming Goods Curl Cream | Enhances Curls | Texture Without Crispiness
STMNT$21.36528 rev
STMNT Grooming Goods Matte Paste 3.38 oz | All Day Strong Hold & High Volume | Hair Clay Paste For Men | Non-Greasy Formula | Texture Paste for Hair | Ideal for Dry & Damp Hair | Mens Hair Styling
STMNT$23.992,815 rev
STMNT Grooming Goods Shine Paste 3.38 oz | Natural Shine Finish | Strong Control | Non-Greasy Formula
STMNT$23.69950 rev
STMNT Grooming Goods Fiber Pomade 3.38 oz | Semi-Matte Finish | Strong Control | Easy To Wash Out
STMNT$23.56884 rev
STMNT Grooming Goods Dry Clay 3.38 oz | Extra Matte Finish | Super Strong Control | Easy to Wash Out
STMNT$23.691,010 rev
Trending
90-day click momentumSTMNT Grooming Goods Shine Paste 3.38 oz | Natural Shine Finish | Strong Control | Non-Greasy Formula
STMNT$23.694.5★
STMNT Grooming Goods Matte Paste 3.38 oz | All Day Strong Hold & High Volume | Hair Clay Paste For Men | Non-Greasy Formula | Texture Paste for Hair | Ideal for Dry & Damp Hair | Mens Hair Styling
STMNT$23.994.5★
STMNT Grooming Goods Grooming Spray 6.7 oz | Natural Finish | Thicker Hair Feel | Non-Sticky
STMNT$21.114.6★
STMNT Grooming Goods Dry Clay 3.38 oz | Extra Matte Finish | Super Strong Control | Easy to Wash Out
STMNT$23.694.3★
STMNT Grooming Goods Curl Cream | Enhances Curls | Texture Without Crispiness
STMNT$21.364.6★
What buyers say about matte paste
What buyers praise and complain about, mined from review topics.What buyers love
“For me its the best smelling hair cream”
“Great quality product for anyone looking for a reliable styling pomade”
“Keeping ya stylish”
“The texture applies really smoothly”
“Lasts all day”
“easy to use”
“keeps my hair moisturized”
“Great strength, and works amazing for my straight hair”
“This is exactly what Ive been looking for”
“Best curl cream”
What buyers complain about
“the smell is way too strong”
“It didnt hold and felt sticky on my sons hair”
“It had no hold or a lot of shine”
“Its a little pricey”
“one star off cause it doesnt really give my hair volume”
“Unclear to me why the reviews on this are so high”
“Dries out hair”
“You cant clean it easy I will not recommend”
“Dries out hair”
“Hard”
Top return reasons
Common questions
- Is matte paste profitable to sell on Amazon United States?
- The niche generates $1.6M/yr across 6 tracked products. 90-day search growth is +11.8%. Flapen's verdict: Launch it (56/100).
- How competitive is the matte paste niche?
- 1 brands and 4 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in matte paste?
- Top complaints mined from reviews: Smell, Adhesion/Stickiness, Brightness/Shine/Glow. The return rate is 0.7%.
- When does demand for matte paste peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the matte paste niche?
- Listings span $21.11–$23.99; the average listing price is $22.90 (sweet spot $15–$100). The average incumbent carries 1,139 reviews — the moat a new listing must climb.