Is maybelline nail polish profitable to sell on Amazon United States?

The niche generates $156K/yr across 64 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +43.8%. Flapen's verdict: Worth a look (53/100).

How competitive is the maybelline nail polish niche?

14 brands and 131 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in maybelline nail polish?

Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.7%.

When does demand for maybelline nail polish peak?

Demand peaks in Dec; the busiest month runs 1.9× the quietest.

What does it cost to enter the maybelline nail polish niche?

Listings span $1.29–$21.69; the average listing price is $8.18 (sweet spot $15–$100). The average incumbent carries 16,341 reviews — the moat a new listing must climb.

maybelline nail polish

Worth a look

Shows low returns (0.7%), but a deep review moat (16,341 avg reviews) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Competition

Great27%

top-5 click share — an open shelf

Growth

Good+43.8%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Okay$156K

$156K/yr · 827K searches

Price range

Okay$1.29–$21.69

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

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Conversion

Okay2.3%

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

Avg price

Bad$8.18

avg listing price — sweet spot $15–$100

Review moat

Bad16,340.75

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, maybelline nail polish is a $156K/yr Amazon United States market (827K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Dec. Verdict: Worth a look — 53/100.

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

maybelline nail polish market data

Units sold / yr: 20K–25K; avg 250–500/product
Revenue / yr: $164K–$205K; units × avg price
Conversion rate: 2.3%
Avg BSR: #42
Page quality: 0%
Prime: 100%
Sponsored: 72%
Out of stock: 0.0%
Avg brand age: 55 months
Avg seller age: 153 days

Competition & brand share

Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.

Brands

14 flat

Sellers

131

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

27%

Top 20: 62%

Open market

Sally Hansen51%
OPI20%
essie8%
SAVILAND4%
Morovan4%
OpenLive4%
Open — no brand owns it (8 brands, 9%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +43.8% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.9×

Open Trend

Top maybelline nail polish search terms

fast drying nail polish208K/yr +23.1%2.0% conv.
summer nail polish78K/yr +434.0%1.0% conv.
long lasting nail polish117K/yr +12.0%0.8% conv.
toe nail polish66K/yr +94.5%1.4% conv.
fast dry nail polish87K/yr +26.4%1.9% conv.
toenail polish41K/yr +116.7%1.5% conv.
spring nail polish38K/yr -53.8%0.6% conv.
summer nail polish colors15K/yr +306.2%1.1% conv.
nail polish fast drying26K/yr +39.0%1.8% conv.
quick drying nail polish23K/yr +16.9%2.1% conv.

All search terms

Top maybelline nail polish 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

Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Semi-Opaque Glossy | 239 In a Blush | Pale Pink Nude Nail Color

Sally Hansen$5.904.4★14,776 rev

Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 460 Traveling Light | Light Lavender Nail Color

Sally Hansen$5.874.5★7,197 rev

SAVILAND 6pcs Ombre Nail Polish Sets: Charm Pink Blue Gold Purple Pearl Summer Fingernail Polish Colors Air Quick Dry Nail Polish Plant-base Castor Oil Natural Nail Lacquer Women Home Manicure DIY

SAVILAND$10.854.2★3,608 rev

Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 60 Triple Thread | Pearlized Rose Pink Nail Color

Sally Hansen$5.874.4★14,776 rev

Sally Hansen Hard as Nails Heart of Stone Long Lasting Chip Resistant Opaque Shiny Pink Nail Polish

Sally Hansen$2.164.4★28,405 rev

Newest

by launch date

Sally Hansen Insta-Dri the Smoothie Shop Collection Dragon Fruit Crush Nail Polish Satin-Matte Finish Quick-Dry Nail Polish One-Coat Application 0.31oz

Sally Hansen$7.8314,776 rev

3mo ago

OpenLive 16.5ml Dusty Rose Nail Polish Large Volume Quick Drying Light Pink Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women

OpenLive$5.803,684 rev

1y ago

OPI RapiDry Dry and Dash | Opaque Soft Red Crme Quick Dry Nail Polish | Vegan Smudge Proof Fast Drying

OPI$8.749,595 rev

1y ago

Glamonade Top Coat Nail Polish Clear: Quick Dry Nail Polish No Chip High Shine Long Lasting Glossy Fast Air Dry Top Coat for Nail Art Manicure Salon Quality

Glamonade$6.481,875 rev

2y ago

OPI RapiDry Nail Polish Top Coat | Quick Drying Top Coat | Quick Dry High Shine & Glossy Protects Nails

OPI$14.451,603 rev

2y ago

What buyers say about maybelline nail polish

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

What buyers love

Color40%

“Beautiful Colors”

Quality-Overall8%

“Excellent Product”

Moist/Dry6%

“It is in fact fast dry”

Value For Money5%

“value for money”

Stitch/Finish/Polish4%

“The finish is glossy”

Durability4%

“Very durable”

Brightness/Shine/Glow2%

“Good Shine”

Advertised Vs Actual Product2%

“Does exactly what it says”

Ease Of Application2%

“Application is easy”

Ease Of Use2%

“Easy to use”

What buyers complain about

Color14%

“Color not as described”

Quality-Overall8%

“Seems low quality”

Durability8%

“Doesn't last”

Thickness7%

“3 layers is too thick for my taste”

Moist/Dry7%

“Terrible Dry Time”

Size-Overall6%

“Bottles are too small”

Value For Money3%

“A bit pricey”

Smell3%

“smell is unbearable”

Advertised Vs Actual Product3%

“Not as Described”

Allergies2%

“causes skin rash”

Top return reasons

Color35%

Advertised Vs Actual Product13%

Size-Overall8%

Functionality-Overall7%

Quality-Overall5%

Leak-Proof5%

Paint Quality3%

Moist/Dry3%

Smell2%

Thickness2%

Common questions

Is maybelline nail polish profitable to sell on Amazon United States?: The niche generates $156K/yr across 64 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +43.8%. Flapen's verdict: Worth a look (53/100).
How competitive is the maybelline nail polish niche?: 14 brands and 131 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in maybelline nail polish?: Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.7%.
When does demand for maybelline nail polish peak?: Demand peaks in Dec; the busiest month runs 1.9× the quietest.
What does it cost to enter the maybelline nail polish niche?: Listings span $1.29–$21.69; the average listing price is $8.18 (sweet spot $15–$100). The average incumbent carries 16,341 reviews — the moat a new listing must climb.