---
title: "Baby Shampoo — £138K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/baby-shampoo"
last_updated: "2026-08-10T09:53:03.218Z"
locale: en
meta:
description: "Niche score 35/100 · £138K/yr market · 311K searches/yr · £3.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £138K/yr market · 311K searches/yr · £3.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Baby Shampoo — £138K/yr Amazon UK Niche (2026) - Flapen"
---
# **baby shampoo**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 30Growth 22Conversion 93Competition 23Returns 100Price range 0Avg price 11Brand share 0Review moat 28Quality gap 20
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.5%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****£138K**
£138K/yr · 311K searches
**Review moat**
**Okay****3,668**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****72%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-5.1%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£3.84**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.76–£7.21**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
8K6KPrime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/baby-products/baby-shampoo/trend)
## **Top baby shampoo search terms**
- **baby shampoo**188K/yr-2.0%10.0% conv. - **johnsons baby shampoo**80K/yr+4.5%9.9% conv. - **johnson baby shampoo**20K/yr-13.6%6.3% conv. - **johnsons shampoo**5K/yr-10.5%6.2% conv. - **baby shampoo johnsons**4K/yr-1.1%10.1% conv. - **shampoo baby**4K/yr-9.7%6.6% conv. - **newborn shampoo**3K/yr-23.6%4.5% conv. - **baby hair wash**3K/yr-76.2%2.9% conv. - **baby shampoo newborn**3K/yr-84.2%4.5% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/baby-shampoo/search-terms)
## **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.
0%10%£14K20%£28K30%£41K40%£55K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears**Johnson's**£1.78**4.6★582 rev](https://www.amazon.co.uk/dp/B0BWC5XXTM) [2**Johnsons Baby Shampoo 200 ml Multi**Johnson's Baby**£4.55**4.7★8,255 rev](https://www.amazon.co.uk/dp/B07F3CSYTQ) [3**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**£1.76**4.7★1,638 rev](https://www.amazon.co.uk/dp/B09846PD5N) [4**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**£3.40**4.8★1,468 rev](https://www.amazon.co.uk/dp/B09NDZN2Z8) [5**Johnsons Baby Shampoo 2 x 500ml (1000ml Shampoo)**Johnson's Baby**£7.13**4.5★678 rev](https://www.amazon.co.uk/dp/B0098YZO9Q)
**~~View all top sellers →~~**
### **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**£2.82**366 rev1y ago](https://www.amazon.co.uk/dp/B0DHSDWY63) [**Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears**Johnson's**£1.78**582 rev3y ago](https://www.amazon.co.uk/dp/B0BWC5XXTM) [**Aveeno Baby Kids Shampoo 250ml | Enriched with Soothing Oat & Shea Butter | Childrens Shampoo Developed for Your Little Superhero | Childrens Toiletries Sets**Aveeno Baby**£3.52**1,031 rev4y ago](https://www.amazon.co.uk/dp/B0B1N3WS3F) [**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**£3.40**1,468 rev4y ago](https://www.amazon.co.uk/dp/B09NDZN2Z8) [**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**£3.51**2,867 rev4y ago](https://www.amazon.co.uk/dp/B09NF181FN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)**Johnson's Baby**£5.31**4.7★**▲ 186%**](https://www.amazon.co.uk/dp/B098457S7N) [**Johnsons Baby Shampoo 200 ml Multi**Johnson's Baby**£4.55**4.7★**▲ 54%**](https://www.amazon.co.uk/dp/B07F3CSYTQ) [**Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears**Johnson's**£1.78**4.6★**▲ 22%**](https://www.amazon.co.uk/dp/B0BWC5XXTM) [**Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3**Johnson's Baby**£7.21**4.4★**▲ 21%**](https://www.amazon.co.uk/dp/B07W767JTN) [**Johnsons Baby Shampoo 300ml**Johnson's Baby**£2.06**4.8★**— 1%**](https://www.amazon.co.uk/dp/B003SOWXVO)
**~~View all trending →~~**
## **What buyers say about baby shampoo**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Soft Feel**16%
*“So gentle”*
**Quality-Overall**13%
*“Aveeno products are all very good”*
**Smell**13%
*“Nice subtle fragrance”*
**Value For Money**12%
*“Worth to buy”*
**Allergies**6%
*“Perfect for sensitive skin”*
**Skin Health**5%
*“suitable for sensitive skin”*
**Moist/Dry**4%
*“A good moisturizing cream”*
**Sensitivity-Overall**4%
*“Works for the sensitive skin well”*
**Cleansing**3%
*“It cleans the car too”*
**Advertised Vs Actual Product**3%
*“Did the job”*
### **What buyers complain about **
**Allergies**17%
*“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”*
**Smell**15%
*“It does not smell of anything much at all”*
**Value For Money**5%
*“Overpriced”*
**Moist/Dry**4%
*“the price I found it really dried my daughter's hair out”*
**Leak-Proof**4%
*“all the liquid leaked out”*
**Vegan/Organic**4%
*“Not organic”*
**Advertised Vs Actual Product**4%
*“Not as described”*
**Size-Overall**4%
*“Very small size”*
**De-Grease**3%
*“my hair gets very greasy over a couple of days when washed”*
**Ingredients-Overall**2%
*“Contains top allergen SESAME”*
### **Top return reasons **
**Leak-Proof**36%
**Smell**17%
**Ingredients-Overall**11%
**Advertised Vs Actual Product**6%
**Moist/Dry**6%
**Size-Overall**4%
**Value For Money**4%
**Gap/Hole**3%
**Suitability Combination Skin**3%
**Color Fading/Discoloration**3%
## **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.
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