Is biotin shampoo profitable to sell on Amazon United Kingdom?

The niche generates £102K/yr across 7 tracked products. 90-day search growth is -15.5%. Flapen's verdict: Skip it (37/100).

How competitive is the biotin shampoo niche?

3 brands and 41 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in biotin shampoo?

Top complaints mined from reviews: Value For Money, Hair Related, Smell. The return rate is 0.1%.

When does demand for biotin shampoo peak?

Demand peaks in Feb–Mar–Sep–Oct; the busiest month runs 3.6× the quietest.

What does it cost to enter the biotin shampoo niche?

Listings span £2.60–£19.43; the average listing price is £7.20 (sweet spot $15–$100). The average incumbent carries 14,779 reviews — the moat a new listing must climb.

biotin shampoo

Skip it

Brand-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

Incredible13.4%

search→purchase rate — share of searches ending in a sale

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Okay£2.60–£19.43

cheapest to priciest tracked listing — scored on the share inside $15–$100

Market size

Okay£102K

£102K/yr · 106K searches

Avg price

Bad£7.20

avg listing price — sweet spot $15–$100

Review moat

Bad14,779.29

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-15.5%

90-day search growth — must beat 0% to launch

Competition

Bad93%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, biotin shampoo is a £102K/yr Amazon United Kingdom market (106K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Mar–Sep–Oct. Verdict: Skip it — 37/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

biotin shampoo market data

Units sold / yr: 10K–13K; avg 1,000–1,250/product
Revenue / yr: £72K–£90K; units × avg price
Conversion rate: 13.4%
Avg BSR: #76
Page quality: 0%
Prime: 100%
Sponsored: 71%
Out of stock: 0.0%
Avg brand age: 53 months
Avg seller age: 160 days

Competition & brand share

The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

93%

Top 20: 100%

Open market

OGX91%
Maple Holistics5%
WATERMANS4%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -15.5% search growth over the last 90 days.

Peak months: Feb, Mar, Sep, Oct · busiest ÷ quietest = 3.6×

Open Trend

Top biotin shampoo search terms

biotin shampoo53K/yr -23.0%6.5% conv.
ogx biotin and collagen shampoo and conditioner14K/yr +40.3%14.0% conv.
biotin and collagen shampoo11K/yr -32.8%12.7% conv.
biotin hair growth shampoo7K/yr -25.5%3.7% conv.
ogx biotin3K/yr -13.8%17.1% conv.
ogx biotin and collagen shampoo10K/yr -44.9%18.4% conv.
ogx thick & full biotin & collagen shampoo3K/yr -23.2%18.2% conv.
rosemary and biotin shampoo for thinning hair - vegan volumizing shampoo for fine hair with b vitamins argan oil4K/yr -61.9%0.4% conv.

All search terms

Top biotin 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.

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

All 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

OGX Biotin and Collagen Volumising Hair Shampoo Thick and Full with Vitamin B7 Biotin and Collagen for Fine Hair Sulfate Free Surfactants 385ml

OGX£3.384.4★24,613 rev

OGX Biotin and Collagen Volumising Hair Shampoo Thick and Full with Vitamin B7 Biotin and Collagen for Fine Hair Sulfate Free Surfactants 577ml (Packaging may vary)

OGX£5.344.4★24,613 rev

OGX Biotin and Collagen Volumising Hair Conditioner Thick and Full with Vitamin B7 Biotin and Collagen for Thin Hair Sulfate Free Surfactants 385ml packaging may vary

OGX£3.394.5★15,627 rev

Rosemary & Biotin Shampoo and Conditioner Set - Paraben and Sulphate Free for Thinning Hair and Dry Scalp - Nourishing and Volumising With Essential Oils - 236mL

Maple Holistics£19.434.1★21,057 rev

Watermans Grow Me Hair Growth Shampoo - Not just a Caffeine Shampoo we include Biotin Argan Oil Rosemary Niacinamide. Hair Thickening Treatment for Women & Men with progressed thinning.

WATERMANS£11.114.2★15,029 rev

Newest

by launch date

OGX Biotin and Collagen Volumising Hair Conditioner Thick and Full with Vitamin B7 Biotin and Collagen for Thin Hair Sulfate Free Surfactants 577ml

OGX£5.14632 rev

4y ago

OGX Biotin and Collagen Volumising Hair Shampoo Thick and Full with Vitamin B7 Biotin and Collagen for Fine Hair Sulfate Free Surfactants 577ml (Packaging may vary)

OGX£5.3424,613 rev

4y ago

Rosemary & Biotin Shampoo and Conditioner Set - Paraben and Sulphate Free for Thinning Hair and Dry Scalp - Nourishing and Volumising With Essential Oils - 236mL

Maple Holistics£19.4321,057 rev

7y ago

OGX Thick & Full with Biotin & Collagen Shampoo with Vitamin B7 Biotin Collagen and Hydrolyzed Wheat Protein for Thicker Fuller & Healthier-Looking Hair Sulfate Free 88.7ml

OGX£2.601,884 rev

8y ago

Watermans Grow Me Hair Growth Shampoo - Not just a Caffeine Shampoo we include Biotin Argan Oil Rosemary Niacinamide. Hair Thickening Treatment for Women & Men with progressed thinning.

WATERMANS£11.1115,029 rev

11y ago

What buyers say about biotin shampoo

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

What buyers love

Hair Growth17%

“Grow me hair”

Quality-Overall17%

“The quality is just as good as the shampoo”

Smell16%

“the fragrance is lovely”

Value For Money8%

“Excellent value”

Soft Feel7%

“Make your hair very soft”

Thickness4%

“Very good thick and full shampoo”

Suitability Straight Hair4%

“its great for my fine hair”

Advertised Vs Actual Product3%

“Exactly what I ordered”

Hair Styling2%

“Great hair product for fine hair value for money”

Lather2%

“It lathers well”

What buyers complain about

Value For Money10%

“Waste of money”

Hair Related9%

“Didnt do much for my hair”

Smell9%

“the smell is pure chemicals”

Moist/Dry7%

“Not enough moisture”

Allergies6%

“Seborrheic dermatitis”

Functionality-Overall6%

“Doesn't work”

Suitability Short Hair4%

“Did not make any difference to my hair”

Thickness4%

“almost as thick as a conditioner”

Hair Growth3%

“Not growing me”

Size-Overall2%

“Too small”

Top return reasons

Leak-Proof34%

Value For Money8%

Moist/Dry6%

Quality-Overall6%

Advertised Vs Actual Product6%

Suitability Short Hair5%

Size-Overall4%

Ingredients-Overall4%

Instructions/User Manual/Troubleshooting4%

Suitability Long Hair2%

Common questions

Is biotin shampoo profitable to sell on Amazon United Kingdom?: The niche generates £102K/yr across 7 tracked products. 90-day search growth is -15.5%. Flapen's verdict: Skip it (37/100).
How competitive is the biotin shampoo niche?: 3 brands and 41 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in biotin shampoo?: Top complaints mined from reviews: Value For Money, Hair Related, Smell. The return rate is 0.1%.
When does demand for biotin shampoo peak?: Demand peaks in Feb–Mar–Sep–Oct; the busiest month runs 3.6× the quietest.
What does it cost to enter the biotin shampoo niche?: Listings span £2.60–£19.43; the average listing price is £7.20 (sweet spot $15–$100). The average incumbent carries 14,779 reviews — the moat a new listing must climb.