wella hair color
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Price range
Good$7.52–$23.28cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.8%search→purchase rate — share of searches ending in a sale
Market size
Okay$151K$151K/yr · 571K searches
Avg price
Okay$9.35avg listing price — sweet spot $15–$100
Review moat
Bad4,539.64avg incumbent reviews — the moat a new listing must climb
Growth
Bad-3.0%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, wella hair color is a $151K/yr Amazon United States market (571K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 42/100.
Data updated Jul 13, 2026 · scored weekly · How we score niches
wella hair color market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- $140K–$187K
- units × avg price
- Conversion rate
- 2.8%
- Avg BSR
- #67
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 6.4%
- Avg brand age
- 73 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.Brands
2 falling
Sellers
4
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
41%
Top 20: 83%
Open market
0%
- COLORCHARM97%
- Wella Professionals3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top wella hair color search terms
- wella color charm237K/yr
- wella hair color143K/yr
- wella hair dye39K/yr
- wella permanent hair color28K/yr
- wella color25K/yr
- color charm24K/yr
- 7n hair color16K/yr
- wella color charm permanent hair color11K/yr
- wella semi permanent hair color11K/yr
- wella professional hair color6K/yr
Top wella hair color 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
COLORCHARM Demi Permanent Hair Color | 5N Lightest Neutral Brown | Gloss Refresh & Tone | 2 Fl Oz
COLORCHARM$9.274.4★6,144 rev
COLORCHARM Permanent Cream Hair Color 1N Black 2 oz.
COLORCHARM$9.204.5★1,211 rev
COLORCHARM Permanent Cream Hair Color 4NN Intense Medium Brown 2 oz.
COLORCHARM$9.744.6★945 rev
COLORCHARM Demi Permanent Hair Color 6N Dark Neutral Blonde Gloss Refresh & Tone 2 Fl Oz
COLORCHARM$9.234.4★6,144 rev
COLORCHARM Permanent Cream Hair Color 7A Medium Smokey Ash Blonde 2 oz.
COLORCHARM$9.804.5★856 rev
Newest
by launch dateCOLORCHARM Permanent Cream Hair Color 1N Black 2 oz.
COLORCHARM$9.201,211 rev
COLORCHARM Permanent Cream Hair Color 4NN Intense Medium Brown 2 oz.
COLORCHARM$9.74945 rev
COLORCHARM Permanent Cream Hair Color 7A Medium Smokey Ash Blonde 2 oz.
COLORCHARM$9.80856 rev
COLORCHARM Permanent Cream Hair Color 7W Caramel 2 oz.
COLORCHARM$9.03683 rev
COLORCHARM Permanent Cream Hair Color 5RR Crimson 2 oz.
COLORCHARM$9.64473 rev
Trending
90-day click momentum
COLORCHARM Demi Permanent Hair Color 7WG Medium Caramel Blonde Gloss Refresh & Tone 2 Fl Oz
COLORCHARM$9.494.4★
COLORCHARM Permanent Cream Hair Color 5RR Crimson 2 oz.
COLORCHARM$9.644.5★
COLORCHARM Permanent Cream Hair Color 4N Medium Brown 2 oz.
COLORCHARM$8.964.6★
COLORCHARM Demi Permanent Hair Color | 5N Lightest Neutral Brown | Gloss Refresh & Tone | 2 Fl Oz
COLORCHARM$9.274.4★
COLORCHARM Permanent Cream Hair Color 4NN Intense Medium Brown 2 oz.
COLORCHARM$9.744.6★
What buyers say about wella hair color
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect shade”
“The product is consistent”
“Just as expected”
“Love wella hair color”
“Best value”
“Easy peasy”
“So happy with the coverage”
“My hair is soft”
“Smells nice”
“the whole process was very gentle on my hair”
What buyers complain about
“Darker than expected”
“didnt really color my hair”
“Ineffective”
“This product did nothing to my hair what do ever”
“Used / open product”
“Need a bigger size”
“They would charge me $200 because I have a lot of hair”
“it didn't cover it at all”
“The smell was a bit chemically too”
“Different results”
Top return reasons
Common questions
- Is wella hair color profitable to sell on Amazon United States?
- The niche generates $151K/yr across 33 tracked products. 90-day search growth is -3.0%. Flapen's verdict: Skip it (42/100).
- How competitive is the wella hair color niche?
- 2 brands and 4 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in wella hair color?
- Top complaints mined from reviews: Color, Suitability Colored Hair, Functionality-Overall. The return rate is 0.9%.
- When does demand for wella hair color peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the wella hair color niche?
- Listings span $7.52–$23.28; the average listing price is $9.35 (sweet spot $15–$100). The average incumbent carries 4,540 reviews — the moat a new listing must climb.