johnsons baby shampoo
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.3%search→purchase rate — share of searches ending in a sale
Review moat
Okay3,463.73avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-0.3%90-day search growth — must beat 0% to launch
Competition
Bad76%top-5 click share — a locked-up shelf
Market size
Bad£77K£77K/yr · 113K searches
Avg price
Bad£6.10avg listing price — sweet spot $15–$100
Price range
Bad£1.76–£15.19cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, johnsons baby shampoo is a £77K/yr Amazon United Kingdom market (113K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 34/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
johnsons baby shampoo market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- £76K–£92K
- units × avg price
- Conversion rate
- 11.3%
- Avg BSR
- #101
- Page quality
- 0%
- Prime
- 64%
- Sponsored
- 18%
- Out of stock
- 0.4%
- Avg brand age
- 73 months
- Avg seller age
- 163 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
75
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
0%
- Johnson's Baby65%
- Johnson's35%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 53 weeks — -0.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top johnsons baby shampoo search terms
- johnsons baby shampoo80K/yr
- johnson baby shampoo20K/yr
- johnsons shampoo5K/yr
- baby shampoo johnsons4K/yr
- johnson shampoo3K/yr
Top johnsons 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.
All 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
Johnson's£1.784.6★582 rev
Johnsons Baby Shampoo 200 ml Multi
Johnson's Baby£4.554.7★8,255 rev
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£1.764.7★1,638 rev
Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)
Johnson's Baby£5.314.7★8,255 rev
Johnsons Baby Shampoo 2 x 500ml (1000ml Shampoo)
Johnson's Baby£7.134.5★678 rev
Newest
by launch dateJohnsons Baby Shampoo 500ml (Pack of 1) No More Tears
Johnson's£1.78582 rev
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£1.761,638 rev
Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)
Johnson's Baby£5.318,255 rev
Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3
Johnson's Baby£7.21314 rev
Johnsons - Baby Shampoo - 750ml
Johnson's Baby£5.42497 rev
Trending
90-day click momentumJohnsons Baby Shampoo Yellow 750 ml (Pack of 1)
Johnson's Baby£5.314.7★
Johnsons Baby Shampoo 500ml Gentle Hair Cleanse 6 Pack
Johnson's Baby£15.194.7★
Johnsons Baby Shampoo 200 ml Multi
Johnson's Baby£4.554.7★
Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears
Johnson's£1.784.6★
Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3
Johnson's Baby£7.214.4★
What buyers say about johnsons baby shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“Worth to buy”
“Lovely light scent, kind on babies skin and long lasting”
“A truly all rounder fantastic product”
“Good stuff - no irritation”
“Gentle”
“It cleans the car too”
“it has lasted me for a while now”
“Works well”
“Cleans fine”
“Great for lawns as a wetting agent”
What buyers complain about
“It does not smell of anything much at all”
“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”
“all the liquid leaked out”
“Not as described”
“Very small size”
“Expensive”
“It doesnt lather as much as some other shampoos”
“my hair gets very greasy over a couple of days when washed”
“charging nearly £5 when the bottle clearly shows RRP £1.50 is simply not okay”
“I was doubtful that it would clean my hair”
Top return reasons
Common questions
- Is johnsons baby shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £77K/yr across 11 tracked products. 90-day search growth is -0.3%. Flapen's verdict: Skip it (34/100).
- How competitive is the johnsons baby shampoo niche?
- 2 brands and 75 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in johnsons baby shampoo?
- Top complaints mined from reviews: Smell, Allergies, Leak-Proof. The return rate is 0.1%.
- When does demand for johnsons baby shampoo peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the johnsons baby shampoo niche?
- Listings span £1.76–£15.19; the average listing price is £6.10 (sweet spot $15–$100). The average incumbent carries 3,464 reviews — the moat a new listing must climb.