curly hair shampoo and conditioner
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Competition
Great31%top-5 click share — an open shelf
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Market size
Good£404K£404K/yr · 623K searches
Review moat
Good1,452.28avg incumbent reviews — the moat a new listing must climb
Price range
Okay£2.68–£26.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Growth
Okay+8.8%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£8.15avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, curly hair shampoo and conditioner is a £404K/yr Amazon United Kingdom market (623K searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Dec. Verdict: Worth a look — 58/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 40K–50K
- avg 750–1,000/product
- Revenue / yr
- £326K–£408K
- units × avg price
- Launch success
- 56%
- 5 of 9 new (360d)
- Conversion rate
- 8.0%
- Avg BSR
- #718
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 51%
- Out of stock
- 2.0%
- Avg brand age
- 67 months
- Avg seller age
- 148 days
Competition
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
18 falling
Sellers
355
Top-5 brand share
76%
Top 20: 98%
Top-5 click share
31%
Top 20: 69%
Open market
20%
- Aussie44%
- Garnier11%
- Umberto Giannini8%
- TIGI7%
- Procter & Gamble6%
- John Frieda4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +8.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 53 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aussie Bouncy Curls Suplhate-Free Shampoo 1L. For Wavy Curly & Coily Hair
Aussie£8.034.8★229 rev
Aussie Miracle Moist Shampoo 1L Pump to Restore Brittle & Dry Hair
Aussie£8.044.7★414 rev
Aussie Mega Shampoo 300ml
Procter & Gamble£2.834.7★165 rev
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 Bundle: Shampoo Deep Conditioner Leave in Curl Cream
Aussie£11.444.6★2,373 rev
Newest
by launch date
TRESemme Curl Activator Shampoo sulphate-free hair care for defined curls 400 ml
TRESemmé£3.0027 rev
Curly Hair Hydrating Shampoo & Nourishing Conditioner Set of 2 300 ml Each with Avocado & Argan Oils Sulfate & Silicone Free for Curly Hair
MIMI'S OASIS£7.867 rev
Aussie Miracle Moist Shampoo 600ml. Moisture-Quenching Formula to Revive and Restore Brittle and Dry Hair. Infused with Australian Macadamia Nut Oil and Cruelty-Free
Aussie£4.6110 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
Trending
90-day click momentumTRESemme Curl Activator Shampoo sulphate-free hair care for defined curls 400 ml
TRESemmé£3.004.7★
Aussie Miracle Moist Shampoo 600ml. Moisture-Quenching Formula to Revive and Restore Brittle and Dry Hair. Infused with Australian Macadamia Nut Oil and Cruelty-Free
Aussie£4.614.9★
Curly Hair Hydrating Shampoo & Nourishing Conditioner Set of 2 300 ml Each with Avocado & Argan Oils Sulfate & Silicone Free for Curly Hair
MIMI'S OASIS£7.863.7★
Garnier Keratin Sleek Shampoo for Dry Hair Prone to Frizz Up to 3 Days of Sleek & Shine with 4% Keratin Smoothing Complex and Argan Oil Shiny Hair Shampoo 200ml
Garnier£4.115.0★
Aussie Mighty Mega Shampoo & Conditioner Set & Detangling Leave in Spray
Aussie£11.474.7★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Beautifully Scented”
“Excellent Value”
“quality arrived quickly”
“Leaves hair soft”
“Great for curly hair”
“Gentle and moisturising”
“easy to lather”
“Suits my hair perfectly”
“Soft curls worth the price”
“Cleanses really well”
What buyers complain about
“felt it was rather harsh on my hair”
“smells totally different”
“Not worth the price”
“not as hydrating as some others I've tried”
“Made my hair really greasy, not impressed”
“Allergy after using”
“Quite a small tube”
“This is very thick”
“my son's curly hair is frizz it”
“Arrived Leaking”
Top return reasons
Common questions
- Is curly hair shampoo and conditioner profitable to sell on Amazon United Kingdom?
- The niche generates £404K/yr across 53 tracked products. 5 of 9 products launched in the last 360 days are still selling. 90-day search growth is +8.8%. Flapen's verdict: Worth a look (58/100).
- How competitive is the curly hair shampoo and conditioner niche?
- 18 brands and 355 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in curly hair shampoo and conditioner?
- Top complaints mined from reviews: Hair Related, Smell, Value For Money. The return rate is 0.1%.
- When does demand for curly hair shampoo and conditioner peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the curly hair shampoo and conditioner niche?
- Listings span £2.68–£26.71; the average listing price is £8.15 (sweet spot $15–$100). The average incumbent carries 1,452 reviews — the moat a new listing must climb.
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