---
title: "Paya — $29K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/paya"
last_updated: "2026-08-11T00:02:04.550Z"
locale: en
meta:
description: "Niche score 46/100 · $29K/yr market · 18K searches/yr · $71.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $29K/yr market · 18K searches/yr · $71.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Paya — $29K/yr Amazon US Niche (2026) - Flapen"
---
# **paya**
**Skip it**
A small market ($29K/yr) — this niche doesn't clear our bar today.
Market size 7Growth 54Conversion 27Competition 45Returns 97Price range 42Avg price 85Brand share 10Review moat 85Quality gap 57
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****298.26**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Great****$71.76**
avg listing price — sweet spot $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Good****+27.0%**
90-day search growth — must beat 0% to launch
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Okay****$13.21–$216.60**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****2.2%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****96%**
top-5 brand share — brand-locked demand
**Market size**
**Bad****$29K**
$29K/yr · 18K searches
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=us&signal=low_review_barrier "Top brand's reviews < 500") [** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
According to Flapen's Amazon United States niche tracking, paya is a $29K/yr Amazon United States market (18K searches/yr). The top 5 brands hold 96% of demand. Verdict: Skip it — 46/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **paya market data**
- **Units sold / yr**
- **1K–1K**
- avg 0–100/product
- **Revenue / yr**
- **$72K–$90K**
- units × avg price
- **Conversion rate**
- **2.2%**
- **Avg BSR**
- **#3,906**
- **Page quality**
- **0%**
- **Prime**
- **58%**
- **Sponsored**
- **53%**
- **Out of stock**
- **6.5%**
- **Avg brand age**
- **57 months**
- **Avg seller age**
- **157 days**
## **Competition & brand share**
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**7 **▼falling
**Sellers**
**17**
**Top-5 brand share**
**96%**
Top 20: 100%
**Top-5 click share**
**58%**
Top 20: 100%
**Open market**
**2%**
- Paya62% - Paya Organics20% - PAYA5% - CAROMAY4% - BOPONA4% - Topnice2% - Open — no brand owns it (1 brand, 2%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +27.0% search growth over the last 90 days.
450350Spike '24Holiday '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/paya/trend)
## **Top paya search terms**
- **paya shampoo**5K/yr+45.4%5.4% conv. - **paya**7K/yr-3.7%2.7% conv. - **paya soap**3K/yr+79.6%3.9% conv. - **paya shampoo and conditioner**3K/yr+4.0%5.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/paya/search-terms)
## **Top paya 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%5%$1K10%$3K15%$4K20%$6K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**PAYA Organics Luscious Quenching Shampoo & Conditioner lot of 16 (8 of each) 1oz bottles**Paya**$18.05**4.2★79 rev](https://www.amazon.com/dp/B00A1YH0BC) [2**Shampoo (4 gallons/case) L8**Paya**$103.90**4.6★30 rev](https://www.amazon.com/dp/B0763TJT4S) [3**PAYA Organics Translucent Face & Body Soap 1.5oz - Set of 6**Paya**$13.21**4.7★116 rev](https://www.amazon.com/dp/B01N3SDMC0) [4**Paya Organics Toiletry Travel Set - Shampoo Hair Conditioner Shower Gel 2 Facial Soap & Tote Bag**Paya Organics**$14.78**4.2★97 rev](https://www.amazon.com/dp/B07HXGM42P) [5**PAYA Shampoo Huntington Bottle 1 oz (144 bottles/case)**Paya**$91.16**4.4★19 rev](https://www.amazon.com/dp/B076XFQK2L)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Hotel Amenity 1.25 Ounce Size | Paya Face & Body Bar | Bath and Body Care | Made in the USA | Carton contains 288 bars | Excellent product for Hotels & Resorts Airbnb & Vacation Rentals Spas and other Travel related properties**Paya**$130.83**2 rev6y ago](https://www.amazon.com/dp/B08749RRVF) [**PAYA ORGANICS Luscious Quenching Hair Conditioner - 128 Fluid Ounces/ 1 Gallon**Paya Organics**$37.05**59 rev7y ago](https://www.amazon.com/dp/B07RPB984W) [**PAYA ORGANICS Luscious Quenching Hand Soap - 128 Fluid Ounces/ 1 Gallon**Paya Organics**$41.22**19 rev7y ago](https://www.amazon.com/dp/B07RPBH4JQ) [**Paya Organics Toiletry Travel Set - Shampoo Hair Conditioner Shower Gel 2 Facial Soap & Tote Bag**Paya Organics**$14.78**97 rev7y ago](https://www.amazon.com/dp/B07HXGM42P) [**Paya Luscious Quenching Shampoo Bottle 1 oz (12 bottles/pack)**Paya**$15.46**16 rev8y ago](https://www.amazon.com/dp/B07BLPYSVZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**288 pack PAYA Organics Face and Body Bar - 1.5oz Bars**Paya Organics**$216.60**4.9★**▲ 91%**](https://www.amazon.com/dp/B00E3E636O) [**Ginger Lily Farms Botanicals Moisturizing Shampoo for All Hair Types Coco Mango 100% Vegan & Cruelty-Free Coconut Mango Scent 1 Gallon (128 fl oz) Refill**Ginger Lily Farms**$24.49**4.4★**▲ 47%**](https://www.amazon.com/dp/B00DQSKQXE) [**Hotel Amenity 1.25 Ounce Size | Paya Face & Body Bar | Bath and Body Care | Made in the USA | Carton contains 288 bars | Excellent product for Hotels & Resorts Airbnb & Vacation Rentals Spas and other Travel related properties**Paya**$130.83**5.0★**▲ 45%**](https://www.amazon.com/dp/B08749RRVF) [**PAYA Organics Translucent Face & Body Soap 1.5oz - Set of 6**Paya**$13.21**4.7★**▲ 43%**](https://www.amazon.com/dp/B01N3SDMC0) [**PAYA Face & Body Bar 1.25 oz Wrap (288/case)**Topnice**$129.99**4.2★**▲ 35%**](https://www.amazon.com/dp/B076XFQC5B)
**~~View all trending →~~**
## **What buyers say about paya**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**44%
*“The scent is lovely, not overwhelming and the soap isnt irritating”*
**Quality-Overall**25%
*“Great quality”*
**Dispensing Mechanism**6%
*“Works great along with their other products in my shower dispenser for my Airbnb”*
**Value For Money**5%
*“Super Value”*
**Lather**3%
*“Lathers well and smells good too”*
**Thickness**2%
*“I love the thickness of it”*
### **What buyers complain about **
**Color**13%
*“Delete the red dye”*
**Natural Ingredients**13%
*“I don't know why Amazon is promoting this as a natural product”*
**Sensitivity-Overall**13%
*“If you have sensitive skin do not buy”*
**Size-Overall**6%
*“Kinda small”*
**Quality-Overall**4%
*“The quality is not that great”*
**Dilute/Watery**4%
*“It's not like water”*
**Ease Of Cleaning**4%
*“Not very soapy”*
**Moist/Dry**4%
*“the hair was so dry even with conditioner that the cuticle was rough”*
**Strength**4%
*“not very strong”*
**Allergies**4%
*“It caused major scalp irritation”*
### **Top return reasons **
**Leak-Proof**39%
**Smell**15%
**Size-Overall**10%
**Advertised Vs Actual Product**10%
**Ingredients-Overall**4%
**Damage/Burn Hair**3%
**Color**2%
**Thickness**2%
**Suitability Humid Weather**2%
**Ease Of Use**2%
## **Common questions**
- **Is paya profitable to sell on Amazon United States?**
- The niche generates $29K/yr across 19 tracked products. 90-day search growth is +27.0%. Flapen's verdict: Skip it (46/100).
- **How competitive is the paya niche?**
- 7 brands and 17 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 96% of demand.
- **What do buyers complain about in paya?**
- Top complaints mined from reviews: Color, Natural Ingredients, Sensitivity-Overall. The return rate is 0.6%.
- **When does demand for paya peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the paya niche?**
- Listings span $13.21–$216.60; the average listing price is $71.76 (sweet spot $15–$100). The average incumbent carries 298 reviews — the moat a new listing must climb.
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