Is navy blue nail polish profitable to sell on Amazon United States?

The niche generates $105K/yr across 22 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +8.3%. Flapen's verdict: Skip it (44/100).

How competitive is the navy blue nail polish niche?

7 brands and 58 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in navy blue nail polish?

Top complaints mined from reviews: Color, Thickness, Moist/Dry. The return rate is 0.6%.

When does demand for navy blue nail polish peak?

Demand is steady year-round — the busiest month runs 1.8× the quietest.

What does it cost to enter the navy blue nail polish niche?

Listings span $2.21–$16.43; the average listing price is $8.36 (sweet spot $15–$100). The average incumbent carries 18,941 reviews — the moat a new listing must climb.

navy blue nail polish

Skip it

Prices mostly outside the sweet spot ($2.21–$16.43) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good6.1%

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

Competition

Okay57%

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

Growth

Okay+8.3%

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

Market size

Okay$105K

$105K/yr · 206K searches

Avg price

Bad$8.36

avg listing price — sweet spot $15–$100

Brand share

Bad93%

top-5 brand share — brand-locked demand

Review moat

Bad18,941.32

avg incumbent reviews — the moat a new listing must climb

Price range

Bad$2.21–$16.43

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

According to Flapen's Amazon United States niche tracking, navy blue nail polish is a $105K/yr Amazon United States market (206K searches/yr). The top 5 brands hold 93% of demand. Verdict: Skip it — 44/100.

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

navy blue nail polish market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: $84K–$105K; units × avg price
Conversion rate: 6.1%
Avg BSR: #313
Page quality: 0%
Prime: 100%
Sponsored: 68%
Out of stock: 2.2%
Avg brand age: 53 months
Avg seller age: 168 days

Competition & brand share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 falling

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

57%

Top 20: 97%

Open market

OPI33%
Sally Hansen27%
OpenLive14%
essie13%
beetles Gel Polish6%
COSMOO5%
Open — no brand owns it (1 brand, 1%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +8.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.8×

Open Trend

Top navy blue nail polish search terms

navy blue nail polish79K/yr +6.3%5.0% conv.
dark blue nail polish54K/yr +13.5%4.3% conv.
navy nail polish32K/yr +7.1%5.9% conv.
midnight blue nail polish9K/yr -5.1%3.5% conv.
opi navy blue nail polish9K/yr +7.7%4.8% conv.
indigo nail polish6K/yr +11.2%1.3% conv.
deep blue nail polish4K/yr +29.1%3.0% conv.
nail polish navy blue4K/yr +16.9%4.3% conv.
nail polish dark blue4K/yr -2.3%4.8% conv.
navy blue polish3K/yr +2.6%3.8% conv.

All search terms

Top navy blue 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 22 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

OPI Nail Lacquer Midnight Mantra | Opaque Dark Blue Crme Chip Resistant Nail Polish | Fast Drying Streak Free

OPI$12.464.6★91,450 rev

Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 492 On the Download | Dark Blue Nail Color.

Sally Hansen$5.914.5★7,197 rev

Sally Hansen Good. Kind. Pure. Nail Polish | Plant-Based Vegan 16-Free Formula | Opaque Shiny | 365 Blueberry Tart | Navy Blue Nail Color

Sally Hansen$5.134.4★12,920 rev

OpenLive 16.5ml Dark Blue Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift

OpenLive$5.754.1★3,684 rev

OpenLive 18ml Blue Nail Polish Large Volume Quick Dry Dark Blue Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift

OpenLive$6.964.0★270 rev

Newest

by launch date

OpenLive 18ml Blue Nail Polish Large Volume Quick Dry Dark Blue Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift

OpenLive$6.96270 rev

11mo ago

OpenLive 16.5ml Dark Blue Perfume Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift

OpenLive$4.76157 rev

11mo ago

OpenLive 16.5ml Dark Blue Nail Polish Large Volume Quick Dry Nail Polish Long Lasting Shine Fingernail Toenail Nail Art DIY Home Travel Nail Art Gift

OpenLive$5.753,684 rev

1y ago

COSMOO 15ml Deep Blue Quick Dry Nail Polish Black Blue Chip-Resistant Nail Lacquer for Nail Art

COSMOO$7.69687 rev

2y ago

Sally Hansen Insta-Dri Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shiny | 492 On the Download | Dark Blue Nail Color.

Sally Hansen$5.917,197 rev

2y ago

What buyers say about navy blue nail polish

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

What buyers love

Color55%

“Pretty Blue”

Stitch/Finish/Polish6%

“a nice finish”

Advertised Vs Actual Product6%

“As described”

Moist/Dry3%

“dries quickly”

Quality-Overall3%

“Overall, its a great product with just that one drawback”

Value For Money2%

“Great value”

Drying Time2%

“Dries super fast”

Smell2%

“Even the smell of the polish is nice :”

Ease Of Application2%

“Easy application & dries fast”

Brightness/Shine/Glow2%

“Has a great shine too”

What buyers complain about

Color15%

“some was darker”

Thickness13%

“Not happy used with thin brush”

Moist/Dry9%

“it was still wet”

Quality-Overall7%

“Bad quality”

Coverage6%

“No coverage”

Smell5%

“horrible odor”

Durability4%

“then a majority chipped off within 2 days”

Dilute/Watery4%

“Too watery”

Value For Money4%

“very expensive”

Advertised Vs Actual Product3%

“Looks absolutely nothing like the photo”

Top return reasons

Color57%

Advertised Vs Actual Product10%

Quality-Overall6%

Moist/Dry4%

Leak-Proof4%

Thickness3%

Functionality-Overall2%

Paint Quality2%

Adhesion/Stickiness2%

Thin1%

Common questions

Is navy blue nail polish profitable to sell on Amazon United States?: The niche generates $105K/yr across 22 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +8.3%. Flapen's verdict: Skip it (44/100).
How competitive is the navy blue nail polish niche?: 7 brands and 58 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in navy blue nail polish?: Top complaints mined from reviews: Color, Thickness, Moist/Dry. The return rate is 0.6%.
When does demand for navy blue nail polish peak?: Demand is steady year-round — the busiest month runs 1.8× the quietest.
What does it cost to enter the navy blue nail polish niche?: Listings span $2.21–$16.43; the average listing price is $8.36 (sweet spot $15–$100). The average incumbent carries 18,941 reviews — the moat a new listing must climb.