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.

curly hair shampoo and conditioner

Worth a look

Shows 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 5% 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

Good1,452.28

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£2.68–£26.71

cheapest 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£8.15

avg 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

curly hair shampoo and conditioner market data

Units sold / yr: 40K–50K; avg 750–1,000/product
Revenue / yr: £326K–£408K; units × avg price
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 & brand share

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×

Open Trend

Top curly hair shampoo and conditioner search terms

aussie shampoo152K/yr +36.5%9.4% conv.
garnier shampoo84K/yr -1.8%2.1% conv.
curly hair shampoo and conditioner87K/yr -9.1%5.6% conv.
curly hair shampoo56K/yr -6.4%6.3% conv.
curl shampoo28K/yr +14.7%6.0% conv.
umberto giannini shampoo23K/yr +11.7%5.0% conv.
shampoo for curly hair22K/yr -6.8%6.0% conv.
curl shampoo and conditioner18K/yr +21.7%5.5% conv.
curly shampoo16K/yr +5.6%7.1% conv.
aussie miracle moist shampoo12K/yr +55.8%8.6% conv.

All search terms

Top curly hair shampoo and conditioner 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 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

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

2mo ago

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

4mo ago

Aussie Mighty Mega Shampoo & Conditioner Set & Detangling Leave in Spray

Aussie£11.4787 rev

8mo ago

Aussie Bouncy Curls Bundle: Shampoo Deep Conditioner Leave in Curl Cream

Aussie£11.442,373 rev

9mo ago

Aussie Bouncy Curls Suplhate-Free Shampoo 1L. For Wavy Curly & Coily Hair

Aussie£8.03229 rev

1y ago

What buyers say about curly hair shampoo and conditioner

What buyers praise and complain about, mined from review topics.

What buyers love

Smell19%

“Beautifully Scented”

Value For Money14%

“Excellent Value”

Quality-Overall10%

“quality arrived quickly”

Soft Feel9%

“Leaves hair soft”

Suitability Curly Hair7%

“Great for curly hair”

Moist/Dry3%

“Gentle and moisturising”

Lather3%

“easy to lather”

Size-Overall3%

“Suits my hair perfectly”

Hair Styling3%

“Soft curls worth the price”

Cleansing2%

“Cleanses really well”

What buyers complain about

Hair Related7%

“felt it was rather harsh on my hair”

Smell6%

“smells totally different”

Value For Money6%

“Not worth the price”

Moist/Dry5%

“not as hydrating as some others I've tried”

Oily/Greasy5%

“Made my hair really greasy, not impressed”

Allergies4%

“Allergy after using”

Size-Overall4%

“Quite a small tube”

Thickness3%

“This is very thick”

Suitability Curly Hair3%

“my son's curly hair is frizz it”

Leak-Proof3%

“Arrived Leaking”

Top return reasons

Leak-Proof31%

Motor Power11%

Smell10%

Advertised Vs Actual Product8%

Size-Overall7%

Moist/Dry5%

Value For Money4%

Damage/Burn Hair3%

Ingredients-Overall2%

Functionality-Overall2%

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.