---
title: "redken — $13.6M/yr Amazon United States Niche, Score 65/100 - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/redken"
last_updated: "2026-07-20T20:02:19.320Z"
locale: en
meta:
description: "redken clears our launch bar: a $13.6M/yr market growing +19.9% this quarter with returns at 0.9%. Data updated Jul 2026."
"og:description": "redken clears our launch bar: a $13.6M/yr market growing +19.9% this quarter with returns at 0.9%. Data updated Jul 2026."
"og:title": "redken — $13.6M/yr Amazon United States Niche, Score 65/100 - Flapen"
---
# **redken**
**Launch it**
A $13.6M/yr market growing +19.9% this quarter with returns at 0.9% — clears our launch bar.
Market size 100Growth 50Conversion 81Competition 77Returns 96Price range 86Avg price 95Brand share 0Review moat 20Quality gap 35
**Market size**
**Incredible****$13.6M**
$13.6M/yr · 4.8M searches
**Returns**
**Incredible****0.9%**
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**
**Great****8.5%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Growth**
**Okay****+19.9%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****12,888.08**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**33**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**38%**
Top 20: 73%
**Open market**
**0%**
- Redken54% - Pureology41% - L'Oreal Paris3% - Moroccanoil2%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +19.9% search growth over the last 90 days.
300K200KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Nov · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/redken/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.
0%3%$409K6%$817K9%$1.2M12%$1.6M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$30.52**4.6★20,990 rev](https://www.amazon.com/dp/B0899C98ZD) [2**Redken One United Leave In Conditioner Spray - Multi-Benefit Leave In Treatment For All Hair Types Heat Protectant & Detangler Spray Paraben Free**Redken**$39.52**4.6★32,663 rev](https://www.amazon.com/dp/B013IL9XC8) [3**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**$29.71**4.6★32,663 rev](https://www.amazon.com/dp/B00YO38G4Q) [4**Redken Acidic Bonding Concentrate Leave In Conditioner - Hair Repair Treatment For Weak & Damaged Hair Bond Building & Strengthening Smooths & Provides Heat Protection**Redken**$32.67**4.5★18,620 rev](https://www.amazon.com/dp/B08P67N41H) [5**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**$35.23**4.6★19,056 rev](https://www.amazon.com/dp/B0891843GC)
**~~View all top sellers →~~**
### **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**$32.69**77 rev2mo ago](https://www.amazon.com/dp/B0G9KZMBP4) [**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**$29.94**97 rev2mo ago](https://www.amazon.com/dp/B0G9MYVLQQ) [**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**$35.74**261 rev4mo ago](https://www.amazon.com/dp/B0GD2JW8WJ) [**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**$33.51**48 rev5mo ago](https://www.amazon.com/dp/B0G6GMCNFD) [**Redken Acidic Bonding Concentrate 24/7 Night & Day Serum For Damaged Hair - Nourishes & Restores Overnight Hair Repair & Protection Lightweight & Anti-Frizz**Redken**$42.64**1,444 rev1y ago](https://www.amazon.com/dp/B0DK3TMGQ7)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$29.94**4.3★**▲ 303%**](https://www.amazon.com/dp/B0G9MYVLQQ) [**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**$32.69**4.1★**▲ 302%**](https://www.amazon.com/dp/B0G9KZMBP4) [**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**$33.51**4.3★**▲ 236%**](https://www.amazon.com/dp/B0G6GMCNFD) [**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**$35.74**4.2★**▲ 202%**](https://www.amazon.com/dp/B0GD2JW8WJ) [**Redken Extreme Length Conditioner For Damaged Hair - Fortifies Strengthens and Conditions Hair Infused With Biotin & Castor Oil For Hair Growth 33.8 Fl Oz**Redken**$45.38**4.5★**▲ 105%**](https://www.amazon.com/dp/B0876W3P7X)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**18%
*“Amazing fragrance”*
**Soft Feel**14%
*“Leaves Hair Soft”*
**Quality-Overall**12%
*“Amazing quality”*
**Moist/Dry**6%
*“Very hydrating”*
**Hair Growth**6%
*“Leaves my hair soft”*
**Value For Money**6%
*“Good price”*
**Suitability Straight Hair**3%
*“silky smooth hair”*
**Hair Styling**3%
*“Perfect curls”*
**Suitability Curly Hair**3%
*“Works for Fine and Curly Hair”*
**Suitability Colored Hair**2%
*“Great for color treated hair”*
### **What buyers complain about **
**Smell**15%
*“Too strong scent”*
**Value For Money**14%
*“Costs too much”*
**Moist/Dry**8%
*“Not moisturizing”*
**Hair Related**6%
*“Just another do nothing hair product”*
**Size-Overall**4%
*“Very small tube”*
**Oily/Greasy**3%
*“Made my hair greasy”*
**Suitability Short Hair**3%
*“just not for my hair”*
**Allergies**2%
*“Rash”*
**Quality-Overall**2%
*“Bad quality”*
**Functionality-Overall**2%
*“No results”*
### **Top return reasons **
**Size-Overall**17%
**Smell**16%
**Value For Money**10%
**Suitability Short Hair**8%
**Advertised Vs Actual Product**7%
**Functionality-Overall**7%
**Moist/Dry**6%
**Oily/Greasy**4%
**Damage/Burn Hair**4%
**Product Condition**3%
## **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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