baby shampoo
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.5%search→purchase rate — share of searches ending in a sale
Market size
Okay£138K£138K/yr · 311K searches
Review moat
Okay3,668avg incumbent reviews — the moat a new listing must climb
Competition
Bad72%top-5 click share — a locked-up shelf
Growth
Bad-5.1%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£3.84avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.76–£7.21cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby shampoo is a £138K/yr Amazon United Kingdom market (311K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 35/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
baby shampoo market data
- Units sold / yr
- 30K–40K
- avg 1,500–2,000/product
- Revenue / yr
- £115K–£154K
- units × avg price
- Conversion rate
- 11.5%
- Avg BSR
- #62
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 46%
- Out of stock
- 0.0%
- Avg brand age
- 68 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 falling
Sellers
95
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
72%
Top 20: 100%
Open market
0%
- Johnson's Baby42%
- Johnson's37%
- Aveeno Baby15%
- Childs Farm4%
- WELEDA2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top baby shampoo search terms
- baby shampoo188K/yr
- johnsons baby shampoo80K/yr
- johnson baby shampoo20K/yr
- johnsons shampoo5K/yr
- baby shampoo johnsons4K/yr
- shampoo baby4K/yr
- newborn shampoo3K/yr
- baby hair wash3K/yr
- baby shampoo newborn3K/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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
Johnson's£1.784.6★582 rev
Johnsons Baby Shampoo 200 ml Multi
Johnson's Baby£4.554.7★8,255 rev
Johnsons Baby Top to Toe Wash (1 x 500 ml) Gentle & Mild Head to Toe Wash for Newborn Care Newborn Essentials No More Tears Suitable for Babies First Bath Kids and Adults
Johnson's Baby£1.764.7★1,638 rev
Aveeno Baby Daily Care 2-in-1 Shampoo and Conditioner (1x 250ml) Gentle Baby Shampoo and Conditioner with Natural Oat Extract to Cleanse Scalp and Hair Haircare Suitable for Sensitive Skin
Aveeno Baby£3.404.8★1,468 rev
Johnsons Baby Shampoo 2 x 500ml (1000ml Shampoo)
Johnson's Baby£7.134.5★678 rev
Newest
by launch date
Childs Farm Baby Shampoo & Body Wash Baby Soft Scent Tear-free | Gently Cleanses & Soothes | Suitable for Newborns with Dry Sensitive Skin 250ml
Childs Farm£2.82366 rev
Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
Johnson's£1.78582 rev
Aveeno Baby Kids Shampoo 250ml | Enriched with Soothing Oat & Shea Butter | Childrens Shampoo Developed for Your Little Superhero | Childrens Toiletries Sets
Aveeno Baby£3.521,031 rev
Aveeno Baby Daily Care 2-in-1 Shampoo and Conditioner (1x 250ml) Gentle Baby Shampoo and Conditioner with Natural Oat Extract to Cleanse Scalp and Hair Haircare Suitable for Sensitive Skin
Aveeno Baby£3.401,468 rev
AVEENO Baby Daily Care Gentle Bath & Wash (1 x 400ml) Tear-Free Baby Wash with Gentle Fragrance with Prebiotic Colloidal Oatmeal Gently Cleanses & Leaves Skin Feeling Moisturised For Sensitive Skin
Aveeno Baby£3.512,867 rev
Trending
90-day click momentum
Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)
Johnson's Baby£5.314.7★
Johnsons Baby Shampoo 200 ml Multi
Johnson's Baby£4.554.7★
Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
Johnson's£1.784.6★
Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3
Johnson's Baby£7.214.4★
Johnsons Baby Shampoo 300ml
Johnson's Baby£2.064.8★
What buyers say about baby shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“So gentle”
“Aveeno products are all very good”
“Nice subtle fragrance”
“Worth to buy”
“Perfect for sensitive skin”
“suitable for sensitive skin”
“A good moisturizing cream”
“Works for the sensitive skin well”
“It cleans the car too”
“Did the job”
What buyers complain about
“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”
“It does not smell of anything much at all”
“Overpriced”
“the price I found it really dried my daughter's hair out”
“all the liquid leaked out”
“Not organic”
“Not as described”
“Very small size”
“my hair gets very greasy over a couple of days when washed”
“Contains top allergen SESAME”
Top return reasons
Common questions
- Is baby shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £138K/yr across 13 tracked products. 90-day search growth is -5.1%. Flapen's verdict: Skip it (35/100).
- How competitive is the baby shampoo niche?
- 5 brands and 95 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in baby shampoo?
- Top complaints mined from reviews: Allergies, Smell, Value For Money. The return rate is 0.1%.
- When does demand for baby shampoo peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the baby shampoo niche?
- Listings span £1.76–£7.21; the average listing price is £3.84 (sweet spot $15–$100). The average incumbent carries 3,668 reviews — the moat a new listing must climb.