Is sheer nail polish profitable to sell on Amazon United States?

The niche generates $122K/yr across 53 tracked products. 4 of 8 products launched in the last 360 days are still selling. 90-day search growth is +12.5%. Flapen's verdict: Worth a look (53/100).

How competitive is the sheer nail polish niche?

17 brands and 130 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 67% of demand.

What do buyers complain about in sheer nail polish?

Top complaints mined from reviews: Color, Durability, Value For Money. The return rate is 0.8%.

When does demand for sheer nail polish peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 3.9× the quietest.

What does it cost to enter the sheer nail polish niche?

Listings span $3.32–$18.74; the average listing price is $9.62 (sweet spot $15–$100). The average incumbent carries 11,420 reviews — the moat a new listing must climb.

sheer nail polish

Worth a look

Shows low returns (0.8%), but a deep review moat (11,420 avg reviews) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Competition

Great30%

top-5 click share — an open shelf

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good67%

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

Growth

Okay+12.5%

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

Conversion

Okay3.1%

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

Avg price

Okay$9.62

avg listing price — sweet spot $15–$100

Market size

Okay$122K

$122K/yr · 412K searches

Price range

Bad$3.32–$18.74

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

Review moat

Bad11,419.96

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, sheer nail polish is a $122K/yr Amazon United States market (412K searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 53/100.

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

sheer nail polish market data

Units sold / yr: 13K–15K; avg 100–250/product
Revenue / yr: $120K–$144K; units × avg price
Conversion rate: 3.1%
Avg BSR: #97
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 2.7%
Avg brand age: 63 months
Avg seller age: 160 days

Competition & brand share

Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.

Brands

17 falling

Sellers

130

Top-5 brand share

67%

Top 20: 100%

Top-5 click share

30%

Top 20: 69%

Open market

27%

essie24%
OPI15%
GELLEN11%
Sally Hansen10%
GAOY8%
modelones6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +12.5% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.9×

Open Trend

Top sheer nail polish search terms

sheer nail polish90K/yr +21.6%1.5% conv.
sheer pink nail polish64K/yr +28.0%2.6% conv.
soap nails polish50K/yr -22.1%2.1% conv.
translucent nail polish27K/yr +32.0%1.5% conv.
soap nails32K/yr -26.6%1.3% conv.
natural color nail polish18K/yr +17.4%2.9% conv.
essie sugar daddy nail polish16K/yr +11.0%9.6% conv.
translucent pink nail polish13K/yr +38.2%2.3% conv.
natural pink nail polish13K/yr +11.8%3.0% conv.
natural nail polish color11K/yr +43.2%2.0% conv.

All search terms

Top sheer 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.

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

essie Nail Polish Glossy Shine Sheer Pink Sugar Daddy 0.46 Ounce

essie$8.464.5★11,057 rev

OPI Nail Lacquer Bubble Bath | Sheer Nude Pink Crme Chip Resistant Nail Polish | Fast Drying Streak Free

OPI$10.664.5★42,388 rev

Sally Hansen Color Therapy Nail Polish | Biotin Argan Oil Long Lasting Healthy Nails Nail Strengthener Sheer | 536 My Sheer | Light Pink Nail Color

Sally Hansen$7.204.4★19,424 rev

Orly French Manicure Colour | Chip-Resistant Nail Lacquer For Salon-Like Finish | Long-Lasting & Fade Resistant | Quick Dry Formula (Rose-Colored Glasses 18ML)

Orly$6.324.6★3,032 rev

GELLEN Clear Nail Polish Base Coat Pink Tint No Lamp Needed HEMA Free

GELLEN$7.484.3★1,282 rev

Newest

by launch date

essie Nail Art Studio Glass Nails Translucent Nude Nail Polish Vegan Crystal Ball 0.46 fl oz

essie$12.55191 rev

7mo ago

OpenLive Base Coat Nail Polish Sheer Tinted Nude Regular Nail Polish Enhances Natural Look Quick Air Dry for Women Salon DIY Nail Art

OpenLive$5.95188 rev

10mo ago

AZUREBEAUTY 18ml Jelly Pink Nail Polish Sheer Light Peach Regular Polish

AZUREBEAUTY$7.764,132 rev

11mo ago

GELLEN 4-In-1 Illuminating Nail Concealer Base Coat Nail Polish Sheer Nude Neutral Earth Tones Quick Dry Ridge Filler Strengthener | Smooth Strengthen Yellow Discolored Nails | Toxin TPO HEMA Free

GELLEN$8.88166 rev

12mo ago

GELLEN 4in1 Clear Nail Polish Base Coat Sheer Tinted Milky Pink Ridge Filler Nail Strengthener & Concealer Calcium Formula Strengthens Nails Enhances Natural Look No HEMA Anti-yellowing

GELLEN$8.501,282 rev

12mo ago

What buyers say about sheer nail polish

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

What buyers love

Color36%

“stunning colors”

Quality-Overall10%

“Great variety”

Durability5%

“So far no more breakage”

Stitch/Finish/Polish5%

“Smooth finish”

Value For Money4%

“Definitely worth the price”

Ease Of Use4%

“Goes on easy”

Ease Of Application3%

“smooth application”

Moist/Dry3%

“DRY FAST”

Brightness/Shine/Glow3%

“High shine”

Soft Feel3%

“Goes on smooth”

What buyers complain about

Color21%

“Bad color”

Durability8%

“Doesn't last”

Value For Money6%

“So expensive”

Thickness6%

“This arrived thick”

Quality-Overall6%

“Bad quality”

Moist/Dry6%

“it takes forever to dry”

Advertised Vs Actual Product5%

“Not at all as pictured”

Functionality-Overall4%

“Did not work”

Smell3%

“Strong chemical odor”

Coverage2%

“Does not cover as described”

Top return reasons

Color47%

Advertised Vs Actual Product15%

Functionality-Overall7%

Smell3%

Quality-Overall3%

Moist/Dry2%

Leak-Proof2%

Thickness2%

Paint Quality2%

Adhesion/Stickiness2%

Common questions

Is sheer nail polish profitable to sell on Amazon United States?: The niche generates $122K/yr across 53 tracked products. 4 of 8 products launched in the last 360 days are still selling. 90-day search growth is +12.5%. Flapen's verdict: Worth a look (53/100).
How competitive is the sheer nail polish niche?: 17 brands and 130 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 67% of demand.
What do buyers complain about in sheer nail polish?: Top complaints mined from reviews: Color, Durability, Value For Money. The return rate is 0.8%.
When does demand for sheer nail polish peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 3.9× the quietest.
What does it cost to enter the sheer nail polish niche?: Listings span $3.32–$18.74; the average listing price is $9.62 (sweet spot $15–$100). The average incumbent carries 11,420 reviews — the moat a new listing must climb.