Is scrunchies profitable to sell on Amazon United States?

The niche generates $4.4M/yr across 51 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is -5.6%. Flapen's verdict: Worth a look (62/100).

How competitive is the scrunchies niche?

27 brands and 552 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 61% of demand.

What do buyers complain about in scrunchies?

Top complaints mined from reviews: Stretchability/Expandability/Elasticity, Size-Overall, Quality-Overall. The return rate is 0.7%.

When does demand for scrunchies peak?

Demand peaks in Dec; the busiest month runs 1.6× the quietest.

What does it cost to enter the scrunchies niche?

Listings span $3.42–$34.50; the average listing price is $9.28 (sweet spot $15–$100). The average incumbent carries 14,460 reviews — the moat a new listing must climb.

scrunchies

Worth a look

Shows a $4.4M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$4.4M

$4.4M/yr · 6.3M searches

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Conversion

Great7.6%

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

Competition

Good40%

top-5 click share — leaders hold, buyers still browse

Brand share

Good61%

top-5 brand share — brands hold most of the demand

Price range

Good$3.42–$34.50

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

Avg price

Okay$9.28

avg listing price — sweet spot $15–$100

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-5.6%

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

Review moat

Bad14,460

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, scrunchies is a $4.4M/yr Amazon United States market (6.3M searches/yr). The top 5 brands hold 61% of demand. Demand peaks in Dec. Verdict: Worth a look — 62/100.

Data updated Jul 13, 2026 · scored weekly · How we score niches

scrunchies market data

Units sold / yr: 400K–500K; avg 10,000–12,500/product
Revenue / yr: $3.7M–$4.6M; units × avg price
Conversion rate: 7.6%
Avg BSR: #138
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 0.0%
Avg brand age: 34 months
Avg seller age: 148 days

Competition & brand share

The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.

Brands

27 flat

Sellers

552

Top-5 brand share

61%

Top 20: 96%

Top-5 click share

40%

Top 20: 77%

Open market

33%

Kitsch25%
ADRIONE10%
SEVEN STYLE9%
GOODY8%
YANIBEST8%
Conair6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.6% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.6×

Open Trend

Top scrunchies search terms

scrunchies1.4M/yr -0.3%5.8% conv.
hair scrunchies712K/yr +4.3%6.1% conv.
silk scrunchies782K/yr -14.9%8.0% conv.
scrunchies for women763K/yr -6.2%6.7% conv.
silk hair ties505K/yr -11.6%7.6% conv.
satin scrunchies508K/yr -12.0%7.4% conv.
scrunchie258K/yr +6.7%4.4% conv.
scrunchies bulk119K/yr -3.1%3.1% conv.
hair scrunchies for womens hair149K/yr +11.0%6.4% conv.
scrunchies for girls192K/yr -23.4%4.6% conv.

All search terms

Top scrunchies 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Satin Scrunchies for Women 8PCS Black Silk Hair Ties No Crease Frizz-Free Gentle Elastic Hair Bands for Thick & Thin Hair Soft & Stylish Hair Accessories Gifts

SEVEN STYLE$5.914.7★69,911 rev

Kitsch Satin Scrunchies for Women - No Crease Frizz Control | Softer Than Silk Scrunchies Gentle On Hair Scrunchies for All Hair Types | Stylish Hair Accessories College Essentials - Black 5pcs

Kitsch$7.214.6★52,229 rev

Kitsch Ultra-Petite Satin Scrunchies for Women - No Crease Frizz-Free Sleep | Softer Than Silk Scrunchies Gentle On Hair Scrunchies for All Hair Types | Stylish Hair Accessories - Eucalyptus 6pcs

Kitsch$9.124.6★52,229 rev

ADRIONE Satin Scrunchies for Women & Girls - 60 Pack Silk Scrunchies for Curly Hair

ADRIONE$10.114.6★3,619 rev

Yanibest 8 Pcs Satin Scrunchies - Silk Scrunchies Ponytail Holders Soft Satin Hair Ties No Damage Hair Accessories for Women

YANIBEST$9.564.8★529 rev

Newest

by launch date

Satin Scrunchies for Women 8PCS Black Silk Hair Ties No Crease Frizz-Free Gentle Elastic Hair Bands for Thick & Thin Hair Soft & Stylish Hair Accessories Gifts

SEVEN STYLE$5.9169,911 rev

8mo ago

Kitsch Pillow Satin Scrunchies for Women - Hair Ties No Damage No Crease Hair Accessories | Perfect for Day or Night | Ideal Gifts for Women - Blush 4pcs

Kitsch$22.6452,229 rev

10mo ago

12 Pcs Satin Silk Scrunchies Soft Hair Ties for Women & Girls Thick Elastic Ponytail Holders Hair Bands & Wrist Bracelets Assorted Colors Scrunchies Hair Ties Silk Satin Scrunchy Hair Accessories

Tihzheoy$4.30381 rev

1y ago

Yanibest 8 Pcs Satin Scrunchies - Silk Scrunchies Ponytail Holders Soft Satin Hair Ties No Damage Hair Accessories for Women

YANIBEST$9.56529 rev

1y ago

IVARYSS Satin Scrunchies for Women Soft Than Silk for Hair Fashion Ties and Bands for Thin | Thick Hair Styling 16 Pack (Neutral Color)

IVARYSS$6.36989 rev

1y ago

What buyers say about scrunchies

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

What buyers love

Color16%

“Cute colors”

Quality-Overall14%

“Good quality, as described and arrived quickly”

Soft Feel10%

“Nice and soft”

Value For Money8%

“They are affordable”

Suitability Straight Hair7%

“My hair is straight and fine”

Stretchability/Expandability/Elasticity5%

“great elasticity”

Hair Styling5%

“easy to style with, whether Im dressing up a simple ponytail or just throwing my hair up casually”

Advertised Vs Actual Product4%

“Exactly what I ordered”

Durability4%

“Hold up well”

Comfort-Overall4%

“So comfortable”

What buyers complain about

Stretchability/Expandability/Elasticity13%

“No elasticity”

Size-Overall11%

“Kinda small”

Quality-Overall8%

“Please do better with quality control”

Durability6%

“Breaks easily”

Material Quality5%

“Poor quality material”

Suitability Short Hair5%

“Not for Super Thick Hair”

Hair Related5%

“Does not pull my hair”

Thickness3%

“They are in fact not the thicker”

Value For Money3%

“NOT WORTH THE PRICE”

Color3%

“Odd colors”

Top return reasons

Size-Overall39%

Material Quality11%

Quality-Overall7%

Suitability Long Hair6%

Advertised Vs Actual Product6%

Color5%

Stretchability/Expandability/Elasticity5%

Suitability Short Hair3%

Value For Money3%

Thin2%

Common questions

Is scrunchies profitable to sell on Amazon United States?: The niche generates $4.4M/yr across 51 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is -5.6%. Flapen's verdict: Worth a look (62/100).
How competitive is the scrunchies niche?: 27 brands and 552 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 61% of demand.
What do buyers complain about in scrunchies?: Top complaints mined from reviews: Stretchability/Expandability/Elasticity, Size-Overall, Quality-Overall. The return rate is 0.7%.
When does demand for scrunchies peak?: Demand peaks in Dec; the busiest month runs 1.6× the quietest.
What does it cost to enter the scrunchies niche?: Listings span $3.42–$34.50; the average listing price is $9.28 (sweet spot $15–$100). The average incumbent carries 14,460 reviews — the moat a new listing must climb.

scrunchies

scrunchies market data

Competition & brand share

Demand & seasonality

Top scrunchies search terms

Top scrunchies products on Amazon

Top sellers

Newest

Trending

What buyers say about scrunchies

What buyers love

What buyers complain about

Top return reasons

Common questions

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