Is redken profitable to sell on Amazon United States?

The niche generates $13.6M/yr across 48 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +19.9%. Flapen's verdict: Launch it (65/100).

How competitive is the redken niche?

4 brands and 33 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in redken?

Top complaints mined from reviews: Smell, Value For Money, Moist/Dry. The return rate is 0.9%.

When does demand for redken peak?

Demand peaks in Jul–Nov; the busiest month runs 1.9× the quietest.

What does it cost to enter the redken niche?

Listings span $7.12–$80.15; the average listing price is $33.38 (sweet spot $15–$100). The average incumbent carries 12,888 reviews — the moat a new listing must climb.

redken

Launch it

A $13.6M/yr market growing +19.9% this quarter with returns at 0.9% — clears our launch bar.

Market size

Incredible$13.6M

$13.6M/yr · 4.8M searches

Returns

Incredible0.9%

return rate — above 6% kills the launch gate

Avg price

Incredible$33.38

avg listing price — sweet spot $15–$100

Price range

Great$7.12–$80.15

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

Conversion

Great8.5%

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

Competition

Great38%

top-5 click share — an open shelf

Growth

Okay+19.9%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad12,888.08

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, redken is a $13.6M/yr Amazon United States market (4.8M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Nov. Verdict: Launch it — 65/100.

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

Market data

Units sold / yr: 300K–400K; avg 6,000–8,000/product
Revenue / yr: $10.0M–$13.4M; units × avg price
Launch success: —; 4 of 4 new (360d)
Conversion rate: 8.5%
Avg BSR: #68
Page quality: 0%
Prime: 100%
Sponsored: 58%
Out of stock: 0.0%
Avg brand age: 77 months
Avg seller age: 130 days

Competition

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.

Brands

4 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

38%

Top 20: 73%

Open market

Redken54%
Pureology41%
L'Oreal Paris3%
Moroccanoil2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +19.9% search growth over the last 90 days.

Peak months: Jul, Nov · busiest ÷ quietest = 1.9×

Open Trend

Product shelf

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 48 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Pureology Color Fanatic Leave In Conditioner - Detangler & Heat Protectant Spray Provides Hair Shine & Frizz Control Infused with Coconut & Camellia Oils For All Hair Types Color Safe & Vegan

Pureology$30.524.6★20,990 rev

Redken One United Leave In Conditioner Spray - Multi-Benefit Leave In Treatment For All Hair Types Heat Protectant & Detangler Spray Paraben Free

Redken$39.524.6★32,663 rev

Redken One United All-In-One Leave In Conditioner - Multi-Benefit Leave In Treatment For All Hair Types Heat Protectant and Detangler Spray Paraben-Free 5 Fl Oz

Redken$29.714.6★32,663 rev

Redken Acidic Bonding Concentrate Leave In Conditioner - Hair Repair Treatment For Weak & Damaged Hair Bond Building & Strengthening Smooths & Provides Heat Protection

Redken$32.674.5★18,620 rev

Pureology Hydrate Shampoo - For Dry or Color Treated Hair Moisturizing Shampoo For Hydration & Softness Protects Color Vibrancy With Rose Extract & Green Tea Vegan & Sulfate Free

Pureology$35.234.6★19,056 rev

Newest

by launch date

Pureology Smooth Gloss Shampoo - Sulfate-Free Shampoo For Frizz Control & Humidity Protection Adds Hair Shine For Frizz-Prone Color-Treated Hair Vegan 9 Fl Oz

Pureology$32.6977 rev

2mo ago

Pureology Smooth Gloss Silkmorphose Spray - Heat-Activated Leave In Treatment Spray Frizz Control & Humidity Protection Adds Hair Shine For Frizz-Prone Color-Treated Hair Vegan 7.8 Fl Oz

Pureology$29.9497 rev

2mo ago

Redken Acidic Grow Full System Densifying Shampoo - Lightweight Shampoo for Fuller Thicker-Looking Hair Gentle Cleansing & Scalp Moisturizing With Azelaic Acid 10.1 Fl Oz

Redken$35.74261 rev

4mo ago

Pureology Hair Hydration Discovery Kit - Shampoo Conditioner Color-Fanatic Leave-In Treatment & Hairspray Deeply Moisturizes Instant Softness & Shine For Dry and Color Treated Hair Travel Size

Pureology$33.5148 rev

5mo ago

Redken Acidic Bonding Concentrate 24/7 Night & Day Serum For Damaged Hair - Nourishes & Restores Overnight Hair Repair & Protection Lightweight & Anti-Frizz

Redken$42.641,444 rev

1y ago

Reviews

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

What buyers love

Smell18%

“Amazing fragrance”

Soft Feel14%

“Leaves Hair Soft”

Quality-Overall12%

“Amazing quality”

Moist/Dry6%

“Very hydrating”

Hair Growth6%

“Leaves my hair soft”

Value For Money6%

“Good price”

Suitability Straight Hair3%

“silky smooth hair”

Hair Styling3%

“Perfect curls”

Suitability Curly Hair3%

“Works for Fine and Curly Hair”

Suitability Colored Hair2%

“Great for color treated hair”

What buyers complain about

Smell15%

“Too strong scent”

Value For Money14%

“Costs too much”

Moist/Dry8%

“Not moisturizing”

Hair Related6%

“Just another do nothing hair product”

Size-Overall4%

“Very small tube”

Oily/Greasy3%

“Made my hair greasy”

Suitability Short Hair3%

“just not for my hair”

Allergies2%

“Rash”

Quality-Overall2%

“Bad quality”

Functionality-Overall2%

“No results”

Top return reasons

Size-Overall17%

Smell16%

Value For Money10%

Suitability Short Hair8%

Advertised Vs Actual Product7%

Functionality-Overall7%

Moist/Dry6%

Oily/Greasy4%

Damage/Burn Hair4%

Product Condition3%

Common questions

Is redken profitable to sell on Amazon United States?: The niche generates $13.6M/yr across 48 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +19.9%. Flapen's verdict: Launch it (65/100).
How competitive is the redken niche?: 4 brands and 33 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in redken?: Top complaints mined from reviews: Smell, Value For Money, Moist/Dry. The return rate is 0.9%.
When does demand for redken peak?: Demand peaks in Jul–Nov; the busiest month runs 1.9× the quietest.
What does it cost to enter the redken niche?: Listings span $7.12–$80.15; the average listing price is $33.38 (sweet spot $15–$100). The average incumbent carries 12,888 reviews — the moat a new listing must climb.

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redken

Market data

Competition

Demand & seasonality

Product shelf

Top sellers

Newest

Trending

Reviews

What buyers love

What buyers complain about

Top return reasons

Common questions

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