purple nail polish
Worth a lookShows low returns (0.3%), but prices mostly outside the sweet spot ($1.10–$14.43) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Competition
Great31%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Growth
Good+26.6%90-day search growth — must beat 0% to launch
Conversion
Good4.0%search→purchase rate — share of searches ending in a sale
Market size
Okay$169K$169K/yr · 494K searches
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Avg price
Bad$8.43avg listing price — sweet spot $15–$100
Review moat
Bad16,010.86avg incumbent reviews — the moat a new listing must climb
Price range
Bad$1.10–$14.43cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, purple nail polish is a $169K/yr Amazon United States market (494K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Oct. Verdict: Worth a look — 53/100.
Data updated Jul 13, 2026 · scored weekly · How we score niches
purple nail polish market data
- Units sold / yr
- 20K–25K
- avg 250–500/product
- Revenue / yr
- $169K–$211K
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #273
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 61%
- Out of stock
- 1.5%
- Avg brand age
- 52 months
- Avg seller age
- 149 days
Competition & brand share
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
16 falling
Sellers
93
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
31%
Top 20: 75%
Open market
12%
- OPI37%
- Sally Hansen23%
- essie18%
- OpenLive5%
- Ozzeal3%
- wet n wild2%
- Open — no brand owns it (10 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +26.6% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 1.7×
Top purple nail polish search terms
- purple nail polish255K/yr
- dark purple nail polish66K/yr
- opi purple nail polish32K/yr
- nail polish purple24K/yr
- purple nail polish quick dry17K/yr
- opi nail polish purple13K/yr
- opi purple12K/yr
- essie purple nail polish12K/yr
- violet nail polish8K/yr
- deep purple nail polish10K/yr
Top purple 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.
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 | Opaque Shiny | 484 Mind Blending | Dark Purple Nail Color
Sally Hansen$5.804.5★7,197 rev
Sally Hansen Hard as Nails Color No Hard Feelings 0.45 Fluid Ounce
Sally Hansen$2.194.4★28,405 rev
essie Nail Polish Salon-Quality Purple Nail Polish Just Chill Vegan Just Chill 0.46 fl oz
essie$8.924.6★13,561 rev
OPI Nail Lacquer Glowin on Vacay | Opaque Electric Cool Violet Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.644.0★262 rev
essie Nail Polish Salon-Quality Purple Nail Polish Vegan Fall 2024 Leather Weather 0.46 fl oz
essie$7.584.5★121 rev
Newest
by launch dateOPI Nail Lacquer Glowin on Vacay | Opaque Electric Cool Violet Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.64262 rev
OpenLive 18ml Purple Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$6.92270 rev
OpenLive 16.5ml Purple Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$5.961,330 rev
Sally Hansen Insta-Dri Crystal Nail Polish | Quick Dry Long Lasting Streak-Free Shine | Opaque Shimmery | 124 Amethyst Allure | Holographic Violet Nail Color
Sally Hansen$7.337,197 rev
Beetles Purple Gel Polish Set - Violet Letter Collecion Light and Dark Purple Polish Set Summer Colors Lavender Mauve Soak Off LED Nail Gel Manicure Kit for DIY at Home Salon
beetles Gel Polish$9.3369,897 rev
Trending
90-day click momentumOPI Nail Lacquer Glowin on Vacay | Opaque Electric Cool Violet Purple Crme Chip Resistant Nail Polish | Trip to the Brite Side | Summer 2026 Collection
OPI$11.644.0★
OPI Nail Lacquer Do You Lilac It? | Opaque Bright Purple Crme Chip Resistant Nail Polish | Quick Drying Streak Free
OPI$11.764.6★
OpenLive 18ml Purple Nail Polish Large Volume Quick Drying Nail Polish Fast Drying and Long Lasting Color Nail Art DIY Home Manicure Gift for Women
OpenLive$6.924.0★
OPI Nature Strong Spring Into Action | Opaque Soft Purple Crme Natural Origin Nail Polish | Plant Based Vegan Cruelty Free
OPI$11.914.5★
Sally Hansen Color Therapy Nail Polish Plum Euphoria 402
Sally Hansen$6.824.6★
What buyers say about purple nail polish
What buyers praise and complain about, mined from review topics.What buyers love
“Color is pretty”
“It looks like a high-quality kit”
“reasonable price”
“appears to be very durable”
“Nice creme finish”
“very shiny”
“Smooth application”
“True to its Purpose”
“I like that they don't dry up that way”
“It has good coverage”
What buyers complain about
“Darker than the expected”
“The coats didn't go on to thick”
“false advertising”
“Doesnt dry”
“Is a cheap product”
“No shine”
“Does not last”
“What a waste of money”
“the brush was not properly adhered to the top”
“The smell of the polish is horrible”
Top return reasons
Common questions
- Is purple nail polish profitable to sell on Amazon United States?
- The niche generates $169K/yr across 44 tracked products. 2 of 8 products launched in the last 360 days are still selling. 90-day search growth is +26.6%. Flapen's verdict: Worth a look (53/100).
- How competitive is the purple nail polish niche?
- 16 brands and 93 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in purple nail polish?
- Top complaints mined from reviews: Color, Thickness, Advertised Vs Actual Product. The return rate is 0.3%.
- When does demand for purple nail polish peak?
- Demand peaks in Oct; the busiest month runs 1.7× the quietest.
- What does it cost to enter the purple nail polish niche?
- Listings span $1.10–$14.43; the average listing price is $8.43 (sweet spot $15–$100). The average incumbent carries 16,011 reviews — the moat a new listing must climb.