Baby Shampoo
FailThe top 5 brands take 100% of clicks, so Baby Shampoo is a Fail.
- Flapen Score
- 35 / 100Ranks 581 of 638 Baby Products niches · −12 vs the category median of 4735
- Market size
- £138K/yr311K searches / yr
- 90-day growth
- -5.1%search demand this quarter
- Competition
- 72%top-5 click share · 5 brands · 95 sellers
Flapen Score
Baby Shampoo against its category
The dotted line is the Baby Products average. Past it, Baby Shampoo is stronger. Inside it, weaker.
Market
The Baby Shampoo market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Baby Shampoo 311K times last year and spent an estimated £138K. All 5 brands take every click. Flapen scores it 35 out of 100, a Fail.
01 · Demand
An estimated 11.5% of those searches ended in a purchase.
Shoppers searched for this 311K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 11.5% of those searches ended in a purchase. Searches in the last 90 days moved -5.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £138K a year.
- Searches, last 12 months
- 311K
- Growth, 90 days vs prior 90
- -5.1%
- Conversion, latest week
- 11.5%
- Market size, estimated
- £138Ka year
- Peak month
- March1.5× the quietest month
- Top search term
- baby shampoo188K searches a year
02 · Price
A sale here is worth £3.84.
Listings sell for £3.84 on average, from £1.76 to £7.21. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,500 to 2,000 of them. At £3.84 that is £6K to £8K a year per listing.
- Average price
- £3.84under the $15 to $100 sweet spot
- Price range
- £1.76–£7.21
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 1,500–2,000
- Revenue per listing a year
- £6K–£8K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
46% of listings pay for placement with sponsored ads. 85% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #62 within Health & Baby Care. It carries 3,668 reviews at 4.68 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 46%
- Prime listings
- 85%
- Out of stock, average day
- 0.0%
- Average rank
- #62in Health & Baby Care
- Average rating
- 4.68 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 3,668per listing
- Listings tracked
- 13
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 68 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 68 months
Products
Top Baby Shampoo products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 18, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
- Price
- £1.78
- Rating
- 4.6/5
- Reviews
- 582
- Age
- 3y ago

Johnsons Baby Shampoo 200 ml Multi
- Price
- £4.55
- Rating
- 4.7/5
- Reviews
- 8,255
- Age
- 8y ago

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
- Price
- £1.76
- Rating
- 4.7/5
- Reviews
- 1,638
- Age
- 5y ago

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
- Price
- £3.40
- Rating
- 4.8/5
- Reviews
- 1,468
- Age
- 4y ago

Johnsons Baby Shampoo 2 x 500ml (1000ml Shampoo)
- Price
- £7.13
- Rating
- 4.5/5
- Reviews
- 678
- Age
- 14y ago
Trending
estimated 90-day click momentum
Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)
- Price
- £5.31
- Rating
- 4.7/5
- Reviews
- 8,255
- Age
- 5y ago

Johnsons Baby Shampoo 200 ml Multi
- Price
- £4.55
- Rating
- 4.7/5
- Reviews
- 8,255
- Age
- 8y ago

Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
- Price
- £1.78
- Rating
- 4.6/5
- Reviews
- 582
- Age
- 3y ago

Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3
- Price
- £7.21
- Rating
- 4.4/5
- Reviews
- 314
- Age
- 6y ago

Johnsons Baby Shampoo 300ml
- Price
- £2.06
- Rating
- 4.8/5
- Reviews
- 1,230
- Age
- 16y ago
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
- Price
- £2.82
- Rating
- 4.7/5
- Reviews
- 366
- Age
- 1y ago

Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
- Price
- £1.78
- Rating
- 4.6/5
- Reviews
- 582
- Age
- 3y ago

Aveeno Baby Kids Shampoo 250ml | Enriched with Soothing Oat & Shea Butter | Childrens Shampoo Developed for Your Little Superhero | Childrens Toiletries Sets
- Price
- £3.52
- Rating
- 4.7/5
- Reviews
- 1,031
- Age
- 4y ago

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
- Price
- £3.40
- Rating
- 4.8/5
- Reviews
- 1,468
- Age
- 4y ago

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
- Price
- £3.51
- Rating
- 4.8/5
- Reviews
- 2,867
- Age
- 4y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 72% of clicks. A locked shelf that new listings rarely crack.
Brands
5 falling
Sellers
95
Est. top-5 brand share
100%
Top 20: 100%
Est. top-5 click share
72%
Top 20: 100%
Open market
0%
- Johnson's Baby42%
- Johnson's37%
- Aveeno Baby15%
- Childs Farm4%
- WELEDA2%
Demand
Baby Shampoo search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.5×
Search terms
Top Baby Shampoo search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Baby Shampoo
We read the reviews and the return reasons for every product selling here.
“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
18 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Baby Shampoo questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









