Is twist gel profitable to sell on Amazon United States?

The niche generates $141K/yr across 34 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +0.9%. Flapen's verdict: Skip it (46/100).

How competitive is the twist gel niche?

10 brands and 509 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in twist gel?

Top complaints mined from reviews: Hair Related, Moist/Dry, Smell. The return rate is 0.6%.

When does demand for twist gel peak?

Demand is steady year-round — the busiest month runs 1.6× the quietest.

What does it cost to enter the twist gel niche?

Listings span $4.51–$30.07; the average listing price is $12.52 (sweet spot $15–$100). The average incumbent carries 4,759 reviews — the moat a new listing must climb.

twist gel

Skip it

Brand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Competition

Good45%

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

Price range

Good$4.51–$30.07

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

Conversion

Good4.7%

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

Avg price

Good$12.52

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay$141K

$141K/yr · 241K searches

Growth

Okay+0.9%

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

Review moat

Bad4,759.21

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad95%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, twist gel is a $141K/yr Amazon United States market (241K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 46/100.

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

twist gel market data

Units sold / yr: 13K–15K; avg 100–250/product
Revenue / yr: $157K–$188K; units × avg price
Conversion rate: 4.7%
Avg BSR: #562
Page quality: 0%
Prime: 88%
Sponsored: 56%
Out of stock: 5.3%
Avg brand age: 78 months
Avg seller age: 123 days

Competition & brand share

The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 rising

Sellers

509

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

45%

Top 20: 86%

Open market

Camille Rose38%
Cantu30%
Creme of Nature23%
Generic2%
Aunt Jackie's2%
As I Am1%
Open — no brand owns it (4 brands, 3%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.6×

Open Trend

Top twist gel search terms

camille rose almond jai twisting butter28K/yr +36.2%2.6% conv.
cantu gel39K/yr +1.6%6.9% conv.
creme of nature pure honey36K/yr -10.0%5.5% conv.
camille rose twisting butter16K/yr -10.0%2.5% conv.
twisting cream14K/yr +10.9%3.2% conv.
cantu hair gel13K/yr -2.5%6.5% conv.
camille rose almond jai12K/yr -19.9%1.9% conv.
twist cream9K/yr -2.6%4.4% conv.
twisting butter9K/yr -19.2%2.8% conv.
cream of nature pure honey11K/yr -27.9%5.8% conv.

All search terms

Top twist gel 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

Cantu Shea Butter For Natural Hair Moisturizing Twist & Lock Gel 13 Ounce (Pack of 1) (07005-12/3EU)

Cantu$6.074.5★22,988 rev

Camille Rose Curlaide Moisture Butter Curly Hair Cream with Green Tea & Jojoba Detangler 8 Fl Oz

Camille Rose$15.614.6★1,579 rev

Camille Rose Leave-In Conditioner Honey Hydrate + Almond Jai Twisting Butter Sweet Almond Milk & Honey for Wavy Coiled & Curly Hair Textures

Camille Rose$30.014.8★17 rev

Creme of Nature Pure Honey Moisture Whip Twisting Cream 11.5oz

Creme of Nature$7.464.5★4,613 rev

Camille Rose Almond Jai Twisting Hair Styling Butter 8 Ounce (Pack of 1)

Camille Rose$22.555.0★8 rev

Newest

by launch date

Almond Jai Twisting Butter Sweet Almond Milk & Honey for Curls Coils and Transitioners 8 oz

Generic$16.491 rev

2mo ago

Camille Rose Leave-In Conditioner Honey Hydrate + Almond Jai Twisting Butter Sweet Almond Milk & Honey for Wavy Coiled & Curly Hair Textures

Camille Rose$30.0117 rev

3mo ago

Camille Rose Fresh Curl Cream Hair Smoother Detangler + Almond Jai Twisting Butter Sweet Almond Milk & Honey for Lightweight Styling Frizz Control 8 Oz Ea

Camille Rose$30.0710 rev

3mo ago

Camille Rose Almond Jai Twisting Hair Styling Butter 8 Ounce (Pack of 1)

Camille Rose$22.558 rev

1y ago

Camille Rose Guava Whipped Hair Styling Cream with Kakadu Plum & Shea Butter to Detangle Control Frizz & Define Strands for All Hair Textures 8 oz

Camille Rose$14.31109 rev

1y ago

What buyers say about twist gel

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

What buyers love

Smell19%

“the fragrance is divine”

Quality-Overall11%

“The quality is consistent”

Suitability Curly Hair10%

“Amazing for curly hair”

Moist/Dry9%

“Quite hydrating”

Soft Feel6%

“Leaves Hair Soft”

Hair Styling6%

“Curls well”

Value For Money4%

“Reasonably priced”

Hair Growth3%

“left my hair soft”

Advertised Vs Actual Product3%

“As described”

Suitability Straight Hair3%

“It work well on my hair”

What buyers complain about

Hair Related8%

“Didnt work well on my hair”

Moist/Dry8%

“Does not work as a moisturizer”

Smell7%

“it smells bad”

Functionality-Overall5%

“Doesn't work”

Oily/Greasy4%

“Leaves hair oily”

Suitability Short Hair4%

“This product's not for my hair”

Residue4%

“Brown residue on product”

Suitability Curly Hair4%

“not one curl”

Adhesion/Stickiness4%

“Its sticky doesnt have the feel that it should”

Advertised Vs Actual Product3%

“Doesn't work as advertised”

Top return reasons

Leak-Proof13%

Smell13%

Suitability Short Hair11%

Advertised Vs Actual Product10%

Functionality-Overall6%

Product Condition6%