---
title: "Johnsons Baby Shampoo — £77K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/johnsons-baby-shampoo"
last_updated: "2026-08-11T03:47:12.395Z"
locale: en
meta:
description: "Niche score 34/100 · £77K/yr market · 113K searches/yr · £6.10 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 34/100 · £77K/yr market · 113K searches/yr · £6.10 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Johnsons Baby Shampoo — £77K/yr Amazon UK Niche (2026) - Flapen"
---
# **johnsons baby shampoo**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 19Growth 25Conversion 92Competition 20Returns 100Price range 1Avg price 17Brand share 0Review moat 30Quality gap 27
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.3%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****3,463.73**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-0.3%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****76%**
top-5 click share — a locked-up shelf
**Market size**
**Bad****£77K**
£77K/yr · 113K searches
**Avg price**
**Bad****£6.10**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.76–£15.19**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
3K2KSpike '25 seasonJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/baby-products/johnsons-baby-shampoo/trend)
## **Top johnsons baby shampoo search terms**
- **johnsons baby shampoo**80K/yr+4.5%10.4% conv. - **johnson baby shampoo**20K/yr-13.6%6.6% conv. - **johnsons shampoo**5K/yr-10.5%6.8% conv. - **baby shampoo johnsons**4K/yr-1.1%11.1% conv. - **johnson shampoo**3K/yr-18.5%6.0% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/johnsons-baby-shampoo/search-terms)
## **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.
0%10%£8K20%£15K30%£23K40%£31K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears**Johnson's**£1.78**4.6★582 rev](https://www.amazon.co.uk/dp/B0BWC5XXTM) [2**Johnsons Baby Shampoo 200 ml Multi**Johnson's Baby**£4.55**4.7★8,255 rev](https://www.amazon.co.uk/dp/B07F3CSYTQ) [3**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**£1.76**4.7★1,638 rev](https://www.amazon.co.uk/dp/B09846PD5N) [4**Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)**Johnson's Baby**£5.31**4.7★8,255 rev](https://www.amazon.co.uk/dp/B098457S7N) [5**Johnsons Baby Shampoo 2 x 500ml (1000ml Shampoo)**Johnson's Baby**£7.13**4.5★678 rev](https://www.amazon.co.uk/dp/B0098YZO9Q)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears**Johnson's**£1.78**582 rev3y ago](https://www.amazon.co.uk/dp/B0BWC5XXTM) [**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**£1.76**1,638 rev5y ago](https://www.amazon.co.uk/dp/B09846PD5N) [**Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)**Johnson's Baby**£5.31**8,255 rev5y ago](https://www.amazon.co.uk/dp/B098457S7N) [**Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3**Johnson's Baby**£7.21**314 rev6y ago](https://www.amazon.co.uk/dp/B07W767JTN) [**Johnsons - Baby Shampoo - 750ml**Johnson's Baby**£5.42**497 rev7y ago](https://www.amazon.co.uk/dp/B07TK8XTB5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Johnsons Baby Shampoo Yellow 750 ml (Pack of 1)**Johnson's Baby**£5.31**4.7★**▲ 182%**](https://www.amazon.co.uk/dp/B098457S7N) [**Johnsons Baby Shampoo 500ml Gentle Hair Cleanse 6 Pack**Johnson's Baby**£15.19**4.7★**▲ 135%**](https://www.amazon.co.uk/dp/B07Q479446) [**Johnsons Baby Shampoo 200 ml Multi**Johnson's Baby**£4.55**4.7★**▲ 36%**](https://www.amazon.co.uk/dp/B07F3CSYTQ) [**Johnsons Baby Shampoo 500ml (Pack of 1) No More Tears**Johnson's**£1.78**4.6★**▲ 14%**](https://www.amazon.co.uk/dp/B0BWC5XXTM) [**Johnsons Baby Shampoo 200 ml Pure & Gentle Care Pack of 3**Johnson's Baby**£7.21**4.4★**▲ 13%**](https://www.amazon.co.uk/dp/B07W767JTN)
**~~View all trending →~~**
## **What buyers say about johnsons baby shampoo**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**18%
*“Worth to buy”*
**Smell**14%
*“Lovely light scent, kind on babies skin and long lasting”*
**Quality-Overall**10%
*“A truly all rounder fantastic product”*
**Allergies**5%
*“Good stuff - no irritation”*
**Soft Feel**5%
*“Gentle”*
**Cleansing**5%
*“It cleans the car too”*
**Durability**5%
*“it has lasted me for a while now”*
**Efficiency**4%
*“Works well”*
**Ease Of Cleaning**3%
*“Cleans fine”*
**Hygiene-Overall**3%
*“Great for lawns as a wetting agent”*
### **What buyers complain about **
**Smell**17%
*“It does not smell of anything much at all”*
**Allergies**13%
*“Something happened to Johnsons baby over the years, left my lil one with a rash, discarded of”*
**Leak-Proof**7%
*“all the liquid leaked out”*
**Advertised Vs Actual Product**7%
*“Not as described”*
**Size-Overall**7%
*“Very small size”*
**Value For Money**6%
*“Expensive”*
**Lather**2%
*“It doesnt lather as much as some other shampoos”*
**De-Grease**2%
*“my hair gets very greasy over a couple of days when washed”*
**Charging**2%
*“charging nearly £5 when the bottle clearly shows RRP £1.50 is simply not okay”*
**Ease Of Cleaning**2%
*“I was doubtful that it would clean my hair”*
### **Top return reasons **
**Advertised Vs Actual Product**25%
**Size-Overall**13%
**Color Fading/Discoloration**13%
**Functionality-Overall**13%
**Language Issues**13%
**Ingredients-Overall**13%
**Leak-Proof**13%
## **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.
## **Related niches in Baby Products**
- 63 [**baby toys**](https://flapen.com/research/uk/baby-products/baby-toys)£1.5M/yr+4.3%**Launch it**- 63 [**buggy fan**](https://flapen.com/research/uk/baby-products/buggy-fan)£133K/yr>1,000%**Worth a look**- 63 [**car seat travel bag**](https://flapen.com/research/uk/baby-products/car-seat-travel-bag)£184K/yr+80.2%**Worth a look**- 63 [**retractable stair gate**](https://flapen.com/research/uk/baby-products/retractable-stair-gate)£469K/yr+11.0%**Worth a look**- 63 [**christening gifts for girls**](https://flapen.com/research/uk/baby-products/christening-gifts-for-girls)£323K/yr+34.9%**Worth a look**- 64 [**playpen**](https://flapen.com/research/uk/baby-products/playpen)£963K/yr+15.6%**Launch it**[**All Baby Products niches **](https://flapen.com/research/uk/baby-products)