How competitive is the Johnsons Baby Shampoo niche on Amazon United Kingdom?

2 brands and 75 sellers compete in Johnsons Baby Shampoo on Amazon United Kingdom. The top 5 Johnsons Baby Shampoo products take 76% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Johnsons Baby Shampoo?

Johnsons Baby Shampoo buyers on Amazon United Kingdom complain most about Smell, Allergies, Leak-Proof, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Johnsons Baby Shampoo niche?

Johnsons Baby Shampoo sells for £6.10 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.76–£15.19. The average incumbent carries 3,464 reviews — the moat a new listing must climb.

Johnsons Baby Shampoo

brand-locked demand (top 5 brands take 100% of clicks) — Johnsons Baby Shampoo doesn't clear our bar today.

Flapen Score

Skip it

Ranks 589 of 638 Baby Products niches · −13 vs the category median of 47

This niche Category average · 638 niches

Is Johnsons Baby Shampoo profitable on Amazon?

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.

Johnsons Baby Shampoo: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -0.3% over the last 90 days and 11.3% of searches end in a purchase.

£77K

revenue / yr

Units sold / yr15K

Search volume / yr-0.3%113K

Conversion rate11.3%

Avg price£6.10

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers2 · 75

Top-5 product click share76%

Open market0%

Avg brand age73 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 11 products

Top Johnsons Baby Shampoo products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears

Price: £1.78
Rating: 4.6/5
Reviews: 582
Age: 3y ago

Johnsons Baby Shampoo 200 ml Multi

Price: £4.55
Rating: 4.7/5
Reviews: 8,255
Age: 8y ago

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

Price: £1.76
Rating: 4.7/5
Reviews: 1,638
Age: 5y ago

Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)

Price: £5.31
Rating: 4.7/5
Reviews: 8,255
Age: 5y ago

Johnsons Baby Shampoo 2 x 500ml (1000ml Shampoo)

Price: £7.13
Rating: 4.5/5
Reviews: 678
Age: 14y ago

Newest

by launch date

Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears

Price: £1.78
Rating: 4.6/5
Reviews: 582
Age: 3y ago

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

Price: £1.76
Rating: 4.7/5
Reviews: 1,638
Age: 5y ago

Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)

Price: £5.31
Rating: 4.7/5
Reviews: 8,255
Age: 5y ago

Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3

Price: £7.21
Rating: 4.4/5
Reviews: 314
Age: 6y ago

Johnsons - Baby Shampoo - 750ml

Price: £5.42
Rating: 4.3/5
Reviews: 497
Age: 7y ago

Competition: brands, sellers & click share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

2 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

Johnson's Baby65%
Johnson's35%
Open — no brand owns it (0%)

Johnsons Baby Shampoo demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume113KCVR11.3%Products11Brands2Top 5 Brands100%OOS Rate0.4%Rating4.6★Reviews3,464Avg BSR#101

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Johnsons Baby Shampoo search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

johnsons baby shampoo80K/yr +4.5%10.4% conv.
johnson baby shampoo20K/yr -13.6%6.6% conv.
johnsons shampoo5K/yr -10.5%6.8% conv.
baby shampoo johnsons4K/yr -1.1%11.1% conv.
johnson shampoo3K/yr -18.5%6.0% conv.

What reviews say buyers love and hate about Johnsons Baby Shampoo

What buyers mention most, as a share of all reviews.

What buyers love

72% of reviews

Value For Money18%

“Worth to buy”

Smell14%

“Lovely light scent, kind on babies skin and long lasting”

Quality-Overall10%

“A truly all rounder fantastic product”

Allergies5%

“Good stuff - no irritation”

Soft Feel5%

“Gentle”

What buyers complain about

65% of reviews

Smell17%

“It does not smell of anything much at all”

Allergies13%

“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”

Leak-Proof7%

“all the liquid leaked out”

Advertised Vs Actual Product7%

“Not as described”

Size-Overall7%

“Very small size”

Johnsons Baby Shampoo return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

50%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Advertised Vs Actual Product

25%

2Size-Overall

13%

3Color Fading/Discoloration

13%

4Functionality-Overall

13%

5Language Issues

13%

Common Johnsons Baby Shampoo questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Johnsons Baby Shampoo 34/100 on Amazon United Kingdom — Skip it. The niche generates £77K/yr across 11 tracked products. Search demand moved -0.3% over the last 90 days.