Is oi profitable to sell on Amazon United States?

The niche generates $332K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +15.2%. Flapen's verdict: Skip it (47/100).

How competitive is the oi niche?

1 brands and 3 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in oi?

Top complaints mined from reviews: Smell, Value For Money, Hair Related. The return rate is 0.6%.

When does demand for oi peak?

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

What does it cost to enter the oi niche?

Listings span $18.97–$101.29; the average listing price is $46.62 (sweet spot $15–$100). The average incumbent carries 4,994 reviews — the moat a new listing must climb.

oi

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Avg price

Great$46.62

avg listing price — sweet spot $15–$100

Price range

Great$18.97–$101.29

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

Market size

Good$332K

$332K/yr · 208K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+15.2%

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

Conversion

Okay3.4%

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

Review moat

Bad4,993.67

avg incumbent reviews — the moat a new listing must climb

Competition

Bad75%

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, oi is a $332K/yr Amazon United States market (208K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 47/100.

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

oi market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $280K–$373K; units × avg price
Conversion rate: 3.4%
Avg BSR: #203
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 74 months
Avg seller age: 161 days

Competition & brand share

The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.

Brands

1 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

Davines100%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +15.2% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 1.9×

Open Trend

Top oi 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Davines OI Shampoo Milky-Smooth Hydrating Cleanser for All Hair Types - Antioxidant-Rich Formula with Roucou Oil for Extraordinary Shine Softness Volume & Protection Sulfate-Free 9.47 Fl Oz

Davines$42.754.5★8,320 rev

Davines OI All In One Milk Hair Leave-in Milky Conditioner Multi-Function Spray Treatment - Detangles Controls Frizz & Heat Protectant - Weightless Antioxidant Roucou Oil Formula 4.56 Fl Oz

Davines$44.754.7★12,539 rev

Davines OI Conditioner Rich Creamy Hydrating Conditioner for All Hair Types - Accelerates Drying Protects Structure & Adds Shine with Antioxidant Roucou Oil - Softens & Detangles 8.45 Fl Oz

Davines$49.794.7★3,832 rev

Davines OI Oil Multi-Function Potion for All Hair Types - Weightless Anti-Frizz & Shine-Enhancing Serum with Roucou Oil - Detangles & Replenishes Moisture Hydrating Treatment Travel Size 1.69 Fl Oz

Davines$27.934.6★8,052 rev

Davines OI Oil Multi-Function Potion for All Hair Types - Weightless Anti-Frizz & Shine-Enhancing Serum with Roucou Oil - Detangles & Replenishes Moisture Hydrating Treatment 4.56 Fl Oz

Davines$56.364.6★8,052 rev

Newest

by launch date

Davines OI Softness & Shine Routine Hair Gift Set with the OI Shampoo OI Conditioner and OI All In One Milk Protects Structure & Adds Shine with Antioxidant Roucou Oil

Davines$101.2926 rev

3mo ago

Davines OI Shampoo Milky-Smooth Hydrating Cleanser for All Hair Types - Daily Antioxidant Treatment with Roucou Oil for Extraordinary Shine Softness Volume & Protection Refill Size 16.91 Fl Oz

Davines$62.568,320 rev

10mo ago

Davines OI Souffl Silkening Bodifying Foam for Fine to Medium Hair - Liquid-to-Foam Leave-In Treatment with Chicory Root & Roucou OilAdds Volume Shine & Heat Protection Travel Size 1.69 Fl Oz

Davines$24.64196 rev

1y ago

Davines OI Liquid Luster Weightless Hair Treatment for Instant Glass-Like Shine - Softens Detangles & Polishes Hair in Seconds with Roucou Oil - Rinse-Out Glossing Fluid 10.14 Fl Oz

Davines$56.72459 rev

4y ago

Davines OI Conditioner Rich Creamy Hydrating Conditioner for All Hair Types - Accelerates Drying Protects Structure & Adds Shine with Antioxidants Softens & Detangles Travel Size 2.54 Fl Oz

Davines$18.973,832 rev

6y ago

What buyers say about oi

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

What buyers love

Smell19%

“Great, clean smell”

Soft Feel10%

“Smooth hair”

Value For Money9%

“Worth it”

Quality-Overall9%

“Great formula,”

Moist/Dry7%

“smooth out dry tips”

Suitability Straight Hair4%

“Great for fine hair”

Hair Styling4%

“Hair looks amazing”

Suitability Curly Hair3%

“Worked really well on curly hair”

Brightness/Shine/Glow3%

“Added shine”

Hair Growth3%

“My hair feels healthy”

What buyers complain about

Smell27%

“Smell is terrible”

Value For Money21%

“Overpriced”

Hair Related4%

“The scent stuck in my hair so bad”

Product Condition3%

“Probably open and used”

Color3%

“And the colors”

Quality-Overall2%

“not a good product at all”

Moist/Dry1%

“It actually makes my hair feel even more dry after using it”

Oily/Greasy1%

“By the end of the day my hair just looked greasy”

Texture/Consistency-Overall1%

“consistency are also off”

Size-Overall1%

“Little goes a long”

Top return reasons

Smell36%

Product Condition9%

Advertised Vs Actual Product7%

Suitability Short Hair7%

Size-Overall6%

Value For Money6%

Oily/Greasy5%

Functionality-Overall5%

Moist/Dry5%

Defective Material/Parts2%

Common questions

Is oi profitable to sell on Amazon United States?: The niche generates $332K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +15.2%. Flapen's verdict: Skip it (47/100).
How competitive is the oi niche?: 1 brands and 3 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in oi?: Top complaints mined from reviews: Smell, Value For Money, Hair Related. The return rate is 0.6%.
When does demand for oi peak?: Demand peaks in Jan–Dec; the busiest month runs 1.9× the quietest.
What does it cost to enter the oi niche?: Listings span $18.97–$101.29; the average listing price is $46.62 (sweet spot $15–$100). The average incumbent carries 4,994 reviews — the moat a new listing must climb.

oi