---
title: "Oi — $332K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/oi"
last_updated: "2026-08-11T03:57:50.485Z"
locale: en
meta:
description: "Niche score 47/100 · $332K/yr market · 208K searches/yr · $46.62 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $332K/yr market · 208K searches/yr · $46.62 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Oi — $332K/yr Amazon US Niche (2026) - Flapen"
---
# **oi**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 52Growth 44Conversion 43Competition 21Returns 97Price range 94Avg price 94Brand share 0Review moat 24Quality gap 45
**Returns**
**Incredible****0.6%**
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**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+15.2%**
90-day search growth — must beat 0% to launch
**Conversion**
**Okay****3.4%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****4,993.67**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**3**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**75%**
Top 20: 100%
**Open market**
**0%**
- Davines100%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +15.2% search growth over the last 90 days.
7K5KPrime Day '24Spike '24Black Friday '24Holiday '24Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Dec · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/oi/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.
0%10%$33K20%$66K30%$99K40%$133K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$42.75**4.5★8,320 rev](https://www.amazon.com/dp/B00ZPQ129C) [2**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**$44.75**4.7★12,539 rev](https://www.amazon.com/dp/B00CLIC7E6) [3**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**$49.79**4.7★3,832 rev](https://www.amazon.com/dp/B07ZJ82DFL) [4**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**$27.93**4.6★8,052 rev](https://www.amazon.com/dp/B008B91H0E) [5**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**$56.36**4.6★8,052 rev](https://www.amazon.com/dp/B006TH5DUK)
**~~View all top sellers →~~**
### **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**$101.29**26 rev3mo ago](https://www.amazon.com/dp/B0GWH7ZXM5) [**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**$62.56**8,320 rev10mo ago](https://www.amazon.com/dp/B0FP9P67K8) [**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**$24.64**196 rev1y ago](https://www.amazon.com/dp/B0DM2P2TTZ) [**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**$56.72**459 rev4y ago](https://www.amazon.com/dp/B09V6P9MBC) [**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**$18.97**3,832 rev6y ago](https://www.amazon.com/dp/B083TY1LNC)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$101.29**3.9★**▲ 300%**](https://www.amazon.com/dp/B0GWH7ZXM5) [**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**$62.56**4.5★**▲ 34%**](https://www.amazon.com/dp/B0FP9P67K8) [**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**$18.97**4.7★**▲ 24%**](https://www.amazon.com/dp/B083TY1LNC) [**Davines OI All In One Milk Hair Leave-in Conditioner Multi-Function Spray Treatment - Detangles Controls Frizz & Heat Protectant - Weightless Antioxidant Roucou Oil Formula Travel Size 1.69 Fl Oz**Davines**$21.94**4.3★**— 8%**](https://www.amazon.com/dp/B01BKDOAOM) [**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**$56.36**4.6★**— 7%**](https://www.amazon.com/dp/B006TH5DUK)
**~~View all trending →~~**
## **What buyers say about oi**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**19%
*“Great, clean smell”*
**Soft Feel**10%
*“Smooth hair”*
**Value For Money**9%
*“Worth it”*
**Quality-Overall**9%
*“Great formula,”*
**Moist/Dry**7%
*“smooth out dry tips”*
**Suitability Straight Hair**4%
*“Great for fine hair”*
**Hair Styling**4%
*“Hair looks amazing”*
**Suitability Curly Hair**3%
*“Worked really well on curly hair”*
**Brightness/Shine/Glow**3%
*“Added shine”*
**Hair Growth**3%
*“My hair feels healthy”*
### **What buyers complain about **
**Smell**27%
*“Smell is terrible”*
**Value For Money**21%
*“Overpriced”*
**Hair Related**4%
*“The scent stuck in my hair so bad”*
**Product Condition**3%
*“Probably open and used”*
**Color**3%
*“And the colors”*
**Quality-Overall**2%
*“not a good product at all”*
**Moist/Dry**1%
*“It actually makes my hair feel even more dry after using it”*
**Oily/Greasy**1%
*“By the end of the day my hair just looked greasy”*
**Texture/Consistency-Overall**1%
*“consistency are also off”*
**Size-Overall**1%
*“Little goes a long”*
### **Top return reasons **
**Smell**36%
**Product Condition**9%
**Advertised Vs Actual Product**7%
**Suitability Short Hair**7%
**Size-Overall**6%
**Value For Money**6%
**Oily/Greasy**5%
**Functionality-Overall**5%
**Moist/Dry**5%
**Defective Material/Parts**2%
## **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.
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