kids shampoo
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($1.30–$16.10) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 6% kills the launch gate
Conversion
Incredible13.9%search→purchase rate — share of searches ending in a sale
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,221.75avg incumbent reviews — the moat a new listing must climb
Market size
Good£420K£420K/yr · 593K searches
Growth
Okay+17.4%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Brand share
Bad92%top-5 brand share — brand-locked demand
Avg price
Bad£5.08avg listing price — sweet spot $15–$100
Price range
Bad£1.30–£16.10cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, kids shampoo is a £420K/yr Amazon United Kingdom market (593K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 53/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 100K–125K
- avg 2,500–3,000/product
- Revenue / yr
- £508K–£635K
- units × avg price
- Launch success
- —
- 0 of 1 new (360d)
- Conversion rate
- 13.9%
- Avg BSR
- #244
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 66%
- Out of stock
- 0.2%
- Avg brand age
- 67 months
- Avg seller age
- 151 days
Competition
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
163
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
46%
Top 20: 88%
Open market
6%
- Childs Farm49%
- Vosene23%
- Aveeno Baby14%
- REVLON PROFESSIONAL3%
- Baylis & Harding2%
- L'Oreal Paris2%
- Open — no brand owns it (5 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +17.4% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 2.4×
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 32 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Vosene Anti-dandruff shampoo 300ml reduces dandruff and scalp itch; suitable for daily use
Vosene£1.304.5★2,052 rev
Vosene Kids 3In1 Shampoo 250Ml (Packaging May Vary)
Vosene£1.444.8★2,057 rev
Aveeno Baby Kids Shampoo 250ml | Enriched with Soothing Oat & Shea Butter | Childrens Shampoo Developed for Your Little Superhero | Childrens Toiletries Sets
Aveeno Baby£3.524.7★1,031 rev
Childs Farm 2 in 1 Hair Shampoo and Conditioner Gentle Tear Free Apple and Pear Fragrance Children Kids Baby 250ml
Childs Farm£3.164.7★323 rev
Childs Farm Tangle Taming Shampoo Straight or Wavy Hair Gentle and Tear Free Strawberry and Mint Kids Baby 250ml
Childs Farm£3.064.6★207 rev
Newest
by launch date
JAN & JUL Boys and Girls Cotton Bucket Hat Adjustable Sun-Hat with Chin Strap for Toddlers (L: 2-5 Years Dachshund)
JAN & JUL£16.104,920 rev
Childs Farm Kids Bluey Hair & Body Wash Bluey-Berry | Tear-free Gently Cleanses | Suitable for Dry Sensitive Skin 250ml
Childs Farm£2.69407 rev
Childs Farm Baby Shampoo & Body Wash Baby Soft Scent Tear-free | Gently Cleanses & Soothes | Suitable for Newborns with Dry Sensitive Skin 250ml
Childs Farm£2.82366 rev
Childs Farm Kids Hair & Body Wash Blackberry & Apple | Tear-free Gently Cleanses | Suitable for Dry Sensitive Skin 250ml
Childs Farm£2.65913 rev
Childs Farm Kids 3 in 1 Swim Strawberry & Mint - Body Wash Shampoo & Conditioner | Tear-free | Suitable for Dry Sensitive Skin 250ml
Childs Farm£3.02913 rev
Trending
90-day click momentumJAN & JUL Boys and Girls Cotton Bucket Hat Adjustable Sun-Hat with Chin Strap for Toddlers (L: 2-5 Years Dachshund)
JAN & JUL£16.104.6★
Childs Farm Kids Coco-Nourish Conditioner Organic Coconut Dry Curly & Coily Hair Conditions & Nourishes 250ml
Childs Farm£3.164.6★
Vosene Kids Apple & Lemon Head Lice Defence Spray 150ml Conditioning and detangling Natural Head lice Repellent with Tea Tree Leaf citronella and Eucalyptus Oil Helps to Keep headlice at Bay.
Vosene£1.794.7★
Childs Farm Kids Hair & Body Wash Blackberry & Apple | Tear-free Gently Cleanses | Suitable for Dry Sensitive Skin 250ml
Childs Farm£2.654.7★
Aveeno Baby Daily Care 2-in-1 Shampoo and Conditioner (1x 250ml) Gentle Baby Shampoo and Conditioner with Natural Oat Extract to Cleanse Scalp and Hair Haircare Suitable for Sensitive Skin
Aveeno Baby£3.404.8★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“fragrance was lovely”
“Overall, a high-quality and trustworthy lotion that parents can confidently use every day”
“Excellent value for money”
“Skin smooth”
“No itchiness”
“Does its job”
“Very good for sensitive scalps”
“Cleans the hair”
“Soothing dry scalp”
“the longevity of the bottle is impressive”
What buyers complain about
“doesnt smell right”
“Allergic reaction”
“Leaking”
“a little pricey”
“Rubbish”
“irritating and drying”
“Very small size”
“NOTHING worked”
“keep what hair I have left very short”
“Do not use if you have sensitive skin”
Top return reasons
Common questions
- Is kids shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £420K/yr across 32 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +17.4%. Flapen's verdict: Worth a look (53/100).
- How competitive is the kids shampoo niche?
- 11 brands and 163 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in kids shampoo?
- Top complaints mined from reviews: Smell, Allergies, Leak-Proof. The return rate is 0.1%.
- When does demand for kids shampoo peak?
- Demand peaks in Jan–Feb; the busiest month runs 2.4× the quietest.
- What does it cost to enter the kids shampoo niche?
- Listings span £1.30–£16.10; the average listing price is £5.08 (sweet spot $15–$100). The average incumbent carries 1,222 reviews — the moat a new listing must climb.
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