---
title: "Scrunchies — $4.4M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/scrunchies"
last_updated: "2026-08-10T11:08:55.592Z"
locale: en
meta:
description: "Niche score 62/100 · $4.4M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 62/100 · $4.4M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Scrunchies — $4.4M/yr Amazon US Niche (2026) - Flapen"
---
# **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 97Growth 22Conversion 77Competition 75Returns 96Price range 63Avg price 27Brand share 73Review moat 19Quality gap 24
**Market size**
**Incredible****$4.4M**
$4.4M/yr · 6.3M searches
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.6%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****40%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****61%**
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**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-5.6%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****14,460**
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 ~~](https://flapen.com/research/methodology)
## **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.
175K125KHoliday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/scrunchies/trend)
## **Top scrunchies search terms**
- **scrunchies**1.4M/yr-0.3%5.8% conv. - **hair scrunchies**712K/yr+4.3%6.1% conv. - **silk scrunchies**782K/yr-14.9%8.0% conv. - **scrunchies for women**763K/yr-6.2%6.7% conv. - **silk hair ties**505K/yr-11.6%7.6% conv. - **satin scrunchies**508K/yr-12.0%7.4% conv. - **scrunchie**258K/yr+6.7%4.4% conv. - **scrunchies bulk**119K/yr-3.1%3.1% conv. - **hair scrunchies for womens hair**149K/yr+11.0%6.4% conv. - **scrunchies for girls**192K/yr-23.4%4.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/scrunchies/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.
0%3%$132K6%$264K9%$396K12%$528K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$5.91**4.7★69,911 rev](https://www.amazon.com/dp/B0FWPGZKPQ) [2**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**$7.21**4.6★52,229 rev](https://www.amazon.com/dp/B0798RWHC9) [3**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**$9.12**4.6★52,229 rev](https://www.amazon.com/dp/B0BJS1NVKM) [4**ADRIONE Satin Scrunchies for Women & Girls - 60 Pack Silk Scrunchies for Curly Hair**ADRIONE**$10.11**4.6★3,619 rev](https://www.amazon.com/dp/B0BHQYS16C) [5**Yanibest 8 Pcs Satin Scrunchies - Silk Scrunchies Ponytail Holders Soft Satin Hair Ties No Damage Hair Accessories for Women**YANIBEST**$9.56**4.8★529 rev](https://www.amazon.com/dp/B0F6ST3SRG)
**~~View all top sellers →~~**
### **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**$5.91**69,911 rev8mo ago](https://www.amazon.com/dp/B0FWPGZKPQ) [**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**$22.64**52,229 rev10mo ago](https://www.amazon.com/dp/B0FPPV8V5Q) [**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**$4.30**381 rev1y ago](https://www.amazon.com/dp/B0FGYCNHCC) [**Yanibest 8 Pcs Satin Scrunchies - Silk Scrunchies Ponytail Holders Soft Satin Hair Ties No Damage Hair Accessories for Women**YANIBEST**$9.56**529 rev1y ago](https://www.amazon.com/dp/B0F6ST3SRG) [**IVARYSS Satin Scrunchies for Women Soft Than Silk for Hair Fashion Ties and Bands for Thin | Thick Hair Styling 16 Pack (Neutral Color)**IVARYSS**$6.36**989 rev1y ago](https://www.amazon.com/dp/B0DS4WTHC3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Yanibest 8 Pcs Satin Scrunchies - Silk Scrunchies Ponytail Holders Soft Satin Hair Ties No Damage Hair Accessories for Women**YANIBEST**$9.56**4.8★**▲ 148%**](https://www.amazon.com/dp/B0F6ST3SRG) [**OLESILK 100% Mulberry Silk-Scrunchies for Hair Sleep Women Grils Silk Hair Ties for Frizz & Breakage Curly Hair No Damage Elastics Ponytail Holder 3 Pack**OLESILK**$9.95**4.6★**▲ 140%**](https://www.amazon.com/dp/B0DFLY968Q) [**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**$5.91**4.7★**▲ 94%**](https://www.amazon.com/dp/B0FWPGZKPQ) [**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**$22.64**4.6★**▲ 66%**](https://www.amazon.com/dp/B0FPPV8V5Q) [**Scnci The Original Waffle Knit No-Damage Scrunchies**Conair**$10.46**4.6★**▲ 50%**](https://www.amazon.com/dp/B07S3KGBHL)
**~~View all trending →~~**
## **What buyers say about scrunchies**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**16%
*“Cute colors”*
**Quality-Overall**14%
*“Good quality, as described and arrived quickly”*
**Soft Feel**10%
*“Nice and soft”*
**Value For Money**8%
*“They are affordable”*
**Suitability Straight Hair**7%
*“My hair is straight and fine”*
**Stretchability/Expandability/Elasticity**5%
*“great elasticity”*
**Hair Styling**5%
*“easy to style with, whether Im dressing up a simple ponytail or just throwing my hair up casually”*
**Advertised Vs Actual Product**4%
*“Exactly what I ordered”*
**Durability**4%
*“Hold up well”*
**Comfort-Overall**4%
*“So comfortable”*
### **What buyers complain about **
**Stretchability/Expandability/Elasticity**13%
*“No elasticity”*
**Size-Overall**11%
*“Kinda small”*
**Quality-Overall**8%
*“Please do better with quality control”*
**Durability**6%
*“Breaks easily”*
**Material Quality**5%
*“Poor quality material”*
**Suitability Short Hair**5%
*“Not for Super Thick Hair”*
**Hair Related**5%
*“Does not pull my hair”*
**Thickness**3%
*“They are in fact not the thicker”*
**Value For Money**3%
*“NOT WORTH THE PRICE”*
**Color**3%
*“Odd colors”*
### **Top return reasons **
**Size-Overall**39%
**Material Quality**11%
**Quality-Overall**7%
**Suitability Long Hair**6%
**Advertised Vs Actual Product**6%
**Color**5%
**Stretchability/Expandability/Elasticity**5%
**Suitability Short Hair**3%
**Value For Money**3%
**Thin**2%
## **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.
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