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Baby Shampoo

Fail

The top 5 brands take 100% of clicks, so Baby Shampoo is a Fail.

Flapen Score
35
35 / 100
Ranks 581 of 638 Baby Products niches · −12 vs the category median of 47
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.

35Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 72% of clicks. A locked 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%

  • Brand 142%
  • Brand 237%
  • Brand 315%
  • Brand 44%
  • Brand 52%

Demand

Baby Shampoo search demand

Weekly searches over the year, seasonality beneath. Pick a range.

8K6KPrime Day '25Spike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Baby Shampoo search terms shoppers use

The exact words shoppers type, with 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.

16%of positive reviews mention “Soft Feel”
17%of negative reviews mention “Allergies”
0.1%of orders come back
“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”
A buyer, on “Allergies”17% of negative reviews mention the same topic

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

NegativePositive

FAQ

Common Baby Shampoo questions

Answered from the same tracked data.