curly hair shampoo
Worth a lookShows low returns (0.1%), but pricing outside the sweet spot ($8.46 avg) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.8%search→purchase rate — share of searches ending in a sale
Brand share
Good63%top-5 brand share — brands hold most of the demand
Competition
Good45%top-5 click share — leaders hold, buyers still browse
Price range
Okay£2.88–£26.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,271.68avg incumbent reviews — the moat a new listing must climb
Market size
Okay£135K£135K/yr · 181K searches
Growth
Okay+1.2%90-day search growth — must beat 0% to launch
Avg price
Bad£8.46avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, curly hair shampoo is a £135K/yr Amazon United Kingdom market (181K searches/yr). The top 5 brands hold 63% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
curly hair shampoo market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- £127K–£169K
- units × avg price
- Conversion rate
- 8.8%
- Avg BSR
- #188
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 3.3%
- Avg brand age
- 69 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
164
Top-5 brand share
63%
Top 20: 100%
Top-5 click share
45%
Top 20: 88%
Open market
31%
- TIGI26%
- Aussie17%
- CANTU7%
- FAITH IN NATURE7%
- Garnier7%
- John Frieda6%
Demand
Weekly Amazon search volume, last 31 weeks — +1.2% search growth over the last 90 days.Top curly hair shampoo search terms
- curly hair shampoo56K/yr
- curl shampoo28K/yr
- shampoo for curly hair22K/yr
- curly shampoo16K/yr
- shampoo curly hair15K/yr
- wavy hair shampoo6K/yr
- bed head curly hair products5K/yr
- bed head curls rock amplifier7K/yr
- bed head curl5K/yr
- shampoo for curly hair women5K/yr
Top curly hair 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bed Head by TIGI Curls Rock Hydrating Shampoo Cleansing Wash for Curly Hair Defines Curls with Moisturising Argan Oil Enhance Curl Pattern Reduce Frizz Improve Shine 400ml
TIGI£3.744.5★254 rev
Aussie Bouncy Curls Suplhate-Free Shampoo 1L. For Wavy Curly & Coily Hair
Aussie£8.034.8★229 rev
Cantu Cleansing Cream Shampoo 400ml
CANTU£4.204.5★7,009 rev
Garnier Curl Shampoo Method for Curls Sulphate-Free Hydrating Shampoo for Curly Hair & Type 4 Coils Up to 7 Days Hydration Vegan 150ml
Garnier£3.474.5★437 rev
Faith In Nature Natural Shea & Argan Shampoo Moisturising for Curly Hair & Dry Scalp Vegan & Cruelty Free No SLS Silicones or Parabens 400ml
FAITH IN NATURE£4.174.5★13,596 rev
Newest
by launch date
TRESemme Curl Activator Shampoo sulphate-free hair care for defined curls 400 ml
TRESemmé£3.0027 rev
John Frieda Frizz Ease Dream Curls Shampoo 75ml. Travel Size Shampoo for Curly Hair with Anti Frizz Care Wavy Hair Support and Soft Definition
John Frieda£2.8843 rev
John Frieda Frizz Ease Dream Curls Curl Shampoo 250ml
John Frieda£4.5477 rev
Bed Head by TIGI No Frizz Given Lightweight Curl Serum Humidity Control & Instant Definition Curly Hair Products Dry Finisher with Shine & Bounce Non-Greasy Formula 50ml
Bed Head£6.0832 rev
Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream
Aussie£11.442,373 rev
Trending
90-day click momentumTRESemme Curl Activator Shampoo sulphate-free hair care for defined curls 400 ml
TRESemmé£3.004.7★
Bed Head by TIGI No Frizz Given Lightweight Curl Serum Humidity Control & Instant Definition Curly Hair Products Dry Finisher with Shine & Bounce Non-Greasy Formula 50ml
Bed Head£6.084.5★
TIGI Bed Head Curls Rock Amplifier Mega Shaping Cream For Unisex 3.8 oz Cream
TIGI£8.924.4★
Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream
Aussie£11.444.6★
Aveda Be Curly Advanced Shampoo | Moisturising Shampoo for Curly Coily Wavy Hair | Fights Frizz | Sulfate Free Silicone Free | 94% Naturally Derived* 250ml
Aveda£19.554.6★
What buyers say about curly hair shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“Great fragrance”
“Works nice on my curly hair”
“quality arrived quickly”
“Good price”
“Leaves hair soft”
“It lathers and cleans well”
“Cleanses really well”
“Gentle and moisturising”
“I ended up with lovely defined curls”
“Easy to use”
What buyers complain about
“Made my hair fall out”
“Not worth the price”
“it feels greasy”
“not dry as normal”
“It smells devine”
“Not good with my curly hair so reverted back to my old products”
“Allergy after using”
“I have wavy”
“even though the bottle is quite small”
“this is quite thick”
Top return reasons
Common questions
- Is curly hair shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £135K/yr across 31 tracked products. 3 of 7 products launched in the last 360 days are still selling. 90-day search growth is +1.2%. Flapen's verdict: Worth a look (53/100).
- How competitive is the curly hair shampoo niche?
- 17 brands and 164 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 63% of demand.
- What do buyers complain about in curly hair shampoo?
- Top complaints mined from reviews: Hair Related, Value For Money, Oily/Greasy. The return rate is 0.1%.
- What does it cost to enter the curly hair shampoo niche?
- Listings span £2.88–£26.71; the average listing price is £8.46 (sweet spot $15–$100). The average incumbent carries 2,272 reviews — the moat a new listing must climb.