How competitive is the Shampoo niche on Amazon Singapore?

26 brands and 32 sellers compete in Shampoo on Amazon Singapore. The top 5 Shampoo products take 41% of clicks and its top 5 brands hold 48% of demand.

Shampoo

Shampoo shows low returns (0.2%), but a small market ($2K/yr) keeps it on the watch list.

Signals No Dominant Brand

Flapen Score

Worth a look

Top 7% of 111 Beauty niches · +15 vs the category median of 35

This niche Category average · 111 niches

Is Shampoo profitable on Amazon?

According to Flapen's Amazon Singapore niche tracking, Shampoo is a $2K/yr Amazon Singapore market (75K searches/yr). The top 5 brands hold 48% of demand. Verdict: Worth a look — 50/100.

Shampoo: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved +11.7% over the last 90 days and 0.2% of searches end in a purchase.

$2K

revenue / yr

Units sold / yr6K

Search volume / yr+11.7%75K

Conversion rate0.2%

Avg price$13.77

Who owns the niche?

The top 5 brands hold 48% of demand, so 52% of the market is open.

52%

open market share

Brands · sellers26 · 32

Top-5 product click share41%

Open market52%

Avg brand age91 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 40 products

Top Shampoo 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

Sukin Natural Balance Shampoo 1L

Price: $17.36
Rating: 4.5/5
Reviews: 1,202
Age: 15y ago

SHISEIDO FINO Premium Touch Hair Shampoo 550ml

Price: $14.37
Rating: 4.5/5
Reviews: 215
Age: 2y ago

Bare Anatomy Expert Anti-Dandruff Shampoo | Targets Oily Scalp and Sheds Dry Flakes Clears Away Dandruff Flakes Relieves from Excessive Oil | 250 ml

Price: $12.98
Rating: 4.1/5
Reviews: 10,002
Age: 3y ago

OGX Oil Shampoo 13 Fl. Oz Moroccan oil 385 ml

Price: $11.11
Rating: 4.5/5
Reviews: 6,838
Age: 13y ago

Aveeno Fresh Greens Blend Sulfate-Free Shampoo with Rosemary Peppermint & Cucumber to Thicken & Nourish Clarifying & Volumizing Shampoo for Thin or Fine Hair Paraben-Free 12oz

Price: $13.84
Rating: 4.5/5
Reviews: 9,162
Age: 7y ago

Newest

by launch date

Tsubaki Premium Moist & Repair Hair Shampoo 450ml

Price: $14.10
Rating: 4.6/5
Reviews: 103
Age: 1y ago

Pilgrim Spanish Rosemary & Biotin Anti Hairfall Shampoo for Reducing Hair Loss & Breakage | Upto 95% stronger hairs | Suitable for all hair types | For Men & Women 200ml

Price: $10.61
Rating: 4.0/5
Reviews: 2,114
Age: 2y ago

SHISEIDO FINO Premium Touch Hair Shampoo 550ml

Price: $14.37
Rating: 4.5/5
Reviews: 215
Age: 2y ago

Bare Anatomy Expert Anti-Dandruff Shampoo | Targets Oily Scalp and Sheds Dry Flakes Clears Away Dandruff Flakes Relieves from Excessive Oil | 250 ml

Price: $12.98
Rating: 4.1/5
Reviews: 10,002
Age: 3y ago

LOréal Paris Elseve Full Resist Anti Hair Fall Shampoo 440ml Rose

Price: $14.61
Rating: 4.1/5
Reviews: 6
Age: 4y 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

26 falling

Sellers

Top-5 brand share

48%

Top 20: 96%

Top-5 click share

41%

Top 20: 80%

Open market

44%

Sukin14%
OGX9%
Dove9%
Aveeno8%
Shiseido8%
Bare Anatomy8%

Shampoo demand & seasonality

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

Volume75KCVR0.2%Products40Brands26Top 5 Brands48%OOS Rate8.1%Rating4.4★Reviews4,740Avg BSR#267

What reviews say buyers love and hate about Shampoo

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

What buyers love

100% of reviews

Value For Money100%

“helps to get it at a good price too”

Shampoo return rate & reasons

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

0.2%

Return rate

Fixable by listing

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

1Leak-Proof

57%

2Ingredients-Overall

14%

3Product Condition

14%

4Adhesion/Stickiness

14%

Common Shampoo questions

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

Flapen scores Shampoo 50/100 on Amazon Singapore — Worth a look. The niche generates $2K/yr across 40 tracked products. Search demand moved +11.7% over the last 90 days.

Shampoo sells for $13.77 on average on Amazon Singapore, outside our $15–$100 sweet spot. Listings span $6.01–$36.18. The average incumbent carries 4,740 reviews — the moat a new listing must climb.