How competitive is the Wella Hair Color niche on Amazon United States?

2 brands and 4 sellers compete in Wella Hair Color on Amazon United States. The top 5 Wella Hair Color products take 41% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Wella Hair Color?

Wella Hair Color buyers on Amazon United States complain most about Color, Suitability Colored Hair, Functionality-Overall, the themes mined from the niche's reviews. Its return rate is 0.9%.

What does it cost to enter the Wella Hair Color niche?

Wella Hair Color sells for $9.35 on average on Amazon United States, outside our $15–$100 sweet spot. Listings span $7.52–$23.28. The average incumbent carries 4,540 reviews — the moat a new listing must climb.

Wella Hair Color

brand-locked demand (top 5 brands take 100% of clicks) — Wella Hair Color doesn't clear our bar today.

Flapen Score

Skip it

Ranks 7,858 of 10,978 Beauty & Personal Care niches · −6 vs the category median of 48

This niche Category average · 10,978 niches

Is Wella Hair Color profitable on Amazon?

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.

Wella Hair Color: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -3.0% over the last 90 days and 2.8% of searches end in a purchase.

$151K

revenue / yr

Units sold / yr20K

Search volume / yr-3.0%571K

Conversion rate2.8%

Avg price$9.35

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers2 · 4

Top-5 product click share41%

Open market0%

Avg brand age73 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 33 products

Top Wella Hair Color products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

COLORCHARM Demi Permanent Hair Color | 5N Lightest Neutral Brown | Gloss Refresh & Tone | 2 Fl Oz

Price: $9.27
Rating: 4.4/5
Reviews: 6,144
Age: 4y ago

COLORCHARM Permanent Cream Hair Color 1N Black 2 oz.

Price: $9.20
Rating: 4.5/5
Reviews: 1,211
Age: 1y ago

COLORCHARM Permanent Cream Hair Color 4NN Intense Medium Brown 2 oz.

Price: $9.74
Rating: 4.6/5
Reviews: 945
Age: 1y ago

COLORCHARM Demi Permanent Hair Color 6N Dark Neutral Blonde Gloss Refresh & Tone 2 Fl Oz

Price: $9.23
Rating: 4.4/5
Reviews: 6,144
Age: 4y ago

COLORCHARM Permanent Cream Hair Color 7A Medium Smokey Ash Blonde 2 oz.

Price: $9.80
Rating: 4.5/5
Reviews: 856
Age: 1y ago

Newest

by launch date

COLORCHARM Permanent Cream Hair Color 1N Black 2 oz.

Price: $9.20
Rating: 4.5/5
Reviews: 1,211
Age: 1y ago

COLORCHARM Permanent Cream Hair Color 4NN Intense Medium Brown 2 oz.

Price: $9.74
Rating: 4.6/5
Reviews: 945
Age: 1y ago

COLORCHARM Permanent Cream Hair Color 7A Medium Smokey Ash Blonde 2 oz.

Price: $9.80
Rating: 4.5/5
Reviews: 856
Age: 1y ago

COLORCHARM Permanent Cream Hair Color 7W Caramel 2 oz.

Price: $9.03
Rating: 4.5/5
Reviews: 683
Age: 1y ago

COLORCHARM Permanent Cream Hair Color 5RR Crimson 2 oz.

Price: $9.64
Rating: 4.5/5
Reviews: 473
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

2 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

41%

Top 20: 83%

Open market

COLORCHARM97%
Wella Professionals3%

Wella Hair Color demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume571KCVR2.8%Products33Brands2Top 5 Brands100%OOS Rate6.4%Rating4.5★Reviews4,540Avg BSR#67

No pronounced peak months · busiest ÷ quietest = 1.2×

Top Wella Hair Color search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

wella color charm237K/yr +3.4%2.4% conv.
wella hair color143K/yr -29.5%1.3% conv.
wella hair dye39K/yr +9.7%1.5% conv.
wella permanent hair color28K/yr +1.8%1.8% conv.
wella color25K/yr +11.2%0.8% conv.
color charm24K/yr +18.5%2.8% conv.
7n hair color16K/yr -1.3%2.3% conv.
wella color charm permanent hair color11K/yr +24.4%1.4% conv.
wella semi permanent hair color11K/yr +3.1%0.9% conv.
wella professional hair color6K/yr -4.6%0.3% conv.

What reviews say buyers love and hate about Wella Hair Color

What buyers mention most, as a share of all reviews.

What buyers love

81% of reviews

Color34%

“Perfect shade”

Quality-Overall12%

“The product is consistent”

Advertised Vs Actual Product7%

“Just as expected”

Suitability Colored Hair6%

“Love wella hair color”

Value For Money6%

“Best value”

What buyers complain about

73% of reviews

Color35%

“Darker than expected”

Suitability Colored Hair12%

“didnt really color my hair”

Functionality-Overall9%

“Ineffective”

Hair Related4%

“This product did nothing to my hair what do ever”

Product Condition3%

“Used / open product”

Wella Hair Color return rate & reasons

Why buyers send it back, as a share of all return requests.

0.9%

Return rate

82%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Color

44%

2Suitability Colored Hair

21%

3Advertised Vs Actual Product

4Functionality-Overall

5Value For Money

Common Wella Hair Color questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Wella Hair Color 42/100 on Amazon United States — Skip it. The niche generates $151K/yr across 33 tracked products. Search demand moved -3.0% over the last 90 days.