baby shampoo
Skip itPrices mostly outside the sweet spot ($1.58–$8.05) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Good6.7%search→purchase rate — share of searches ending in a sale
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Review moat
Okay3,164.39avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-3.0%90-day search growth — must beat 0% to launch
Avg price
Bad€4.57avg listing price — sweet spot $15–$100
Market size
Bad€44K€44K/yr · 144K searches
Brand share
Bad97%top-5 brand share — brand-locked demand
Price range
Bad€1.58–€8.05cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon Germany niche tracking, baby shampoo is a €44K/yr Amazon Germany market (144K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 34/100.
Data updated Jul 6, 2026 · scored weekly · How we score niches
baby shampoo market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- €57K–€69K
- units × avg price
- Conversion rate
- 6.7%
- Avg BSR
- #44
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 44%
- Out of stock
- 0.0%
- Avg brand age
- 57 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
6 falling
Sellers
102
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
59%
Top 20: 100%
Open market
0%
- Johnson's Baby53%
- Bübchen16%
- Penaten16%
- WELEDA9%
- Hipp Babysanft3%
- PaediProtect3%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 90 weeks — -3.0% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 1.9×
Top baby shampoo search terms
- baby shampoo49K/yr
- johnsons baby shampoo23K/yr
- babyshampoo18K/yr
- johnson10K/yr
- johnsons baby10K/yr
- johnsons baby lotion8K/yr
- johnsons6K/yr
- johnson baby shampoo7K/yr
- shampoo baby5K/yr
- babyshampoo ohne zusatzstoffe3K/yr
Top baby shampoo 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Johnsons Baby Shampoo - 500 ml
Johnson's Baby€2.274.6★3,340 rev
Bübchen Baby Shampoo 200 ml
Bübchen€1.584.7★261 rev
Penaten Ultra Sensitiv Bad & Shampoo besonders mildes Baby Bad & Baby Shampoo für hochsensible zu Neurodermitis neigende Babyhaut 400ml
Penaten€3.974.7★799 rev
PENATEN Shampoo 400 ml besonders sanft reinigendes und pflegendes Baby Shampoo speziell für Neugeborene entwickeltes Haarshampoo ohne Parabene Sulfate und Farbstoffe reinigt sanft und ohne Tränen
Penaten€2.324.6★634 rev
Johnsons & Johnson Baby Shampoo 750 ml
Johnson's Baby€7.104.4★774 rev
Newest
by launch date
WELEDA Bio Calendula Baby XL Waschlotion & Shampoo vegan - Naturkosmetik Duschgel zur Hautpflege / Haarpflege bei Neugeborenen. Babypflege Dusche für empfindliche Haut mild zu den Augen (1x 400ml)
WELEDA€8.0513,130 rev
HiPP Babysanft Baby Shampoo
Hipp Babysanft€1.9945 rev
Johnsons Baby Kamille Shampoo 500 ml Biały
Johnson's Baby€5.4018 rev
Johnsons Baby Shampoo - 500 ml
Johnson's Baby€2.273,340 rev
Johnsons Baby Crema Liquida Neonati 500 ml
Johnson's Baby€4.65363 rev
Trending
90-day click momentum
Penaten Baby Badezusatz und Shampoo 2in1 Waschgel für Haut Haar 400ml Blau 400 ml
Penaten€3.164.7★
PAEDIPROTECT 2in1 Shampoo & Waschlotion für Babys & Kinder 200 ml sanfte Reinigung & Haar ohne Parfüm & Mikroplastik Duschgel spendet Feuchtigkeit für trockene sensible Haut auch Erwachsene
PaediProtect€2.684.7★
Johnsons Baby Kamille Shampoo 500 ml Biały
Johnson's Baby€5.404.5★
WELEDA Bio Calendula Baby XL Waschlotion & Shampoo vegan - Naturkosmetik Duschgel zur Hautpflege / Haarpflege bei Neugeborenen. Babypflege Dusche für empfindliche Haut mild zu den Augen (1x 400ml)
WELEDA€8.054.8★
Johnsons Baby Crema Liquida Neonati 500 ml
Johnson's Baby€4.654.5★
What buyers say about baby shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“Riecht super lecker”
“Excellence”
“Sanft und sehr angenehm für Babys”
“Es ist ein mildes Shampoo, für Kinder und Allergiker gut geeignet und täglich verwendbar”
“Zu einem super Preis sogar”
“Passt”
“Der Shampoo ist für empfindliche Kinderhaut geeignet und riecht angenehm”
“Genau richtig”
“Klasse -- bei Trockener & empfindlicher Haut sehr zu empfehlen”
“Die Inhaltsstoffe wirken durchdacht, da bewusst auf Parabene, Sulfate und Farbstoffe verzichtet wurde, was mir persönlich ein gutes Gefühl bei der Anwendung gibt”
What buyers complain about
“Hautprobleme meiner Tochter wie weggeblasen”
“Duft geht so”
“Bilder entsprechen nicht dem Produkt”
“Im Vergleich zu normalen Shampoos ist die Konsistenz sehr flüssig, fast wie Wasser, und überhaupt nicht dickflüssig”
“Flasche ohne seifenspender”
“Meine Tochter hatte leider sehr starke Probleme mit sehr stark trockenen Hautstellen, weil ich dachte sensitiv Produkte wären gut für sanfte Babyhaut”
“und nicht ganz so gründlich”
Top return reasons
Common questions
- Is baby shampoo profitable to sell on Amazon Germany?
- The niche generates €44K/yr across 18 tracked products. 90-day search growth is -3.0%. Flapen's verdict: Skip it (34/100).
- How competitive is the baby shampoo niche?
- 6 brands and 102 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in baby shampoo?
- Top complaints mined from reviews: Allergien, Geruch, beworben Vs Tatsächliches Produkt. The return rate is 0.1%.
- When does demand for baby shampoo peak?
- Demand peaks in Oct–Nov; the busiest month runs 1.9× the quietest.
- What does it cost to enter the baby shampoo niche?
- Listings span €1.58–€8.05; the average listing price is €4.57 (sweet spot $15–$100). The average incumbent carries 3,164 reviews — the moat a new listing must climb.