dove conditioner
Worth a lookShows low returns (0.0%), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.9%search→purchase rate — share of searches ending in a sale
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,033.59avg incumbent reviews — the moat a new listing must climb
Market size
Good£378K£378K/yr · 281K searches
Price range
Okay£1.76–£26.44cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+13.4%90-day search growth — must beat 0% to launch
Avg price
Okay£10.39avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, dove conditioner is a £378K/yr Amazon United Kingdom market (281K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Nov. Verdict: Worth a look — 55/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
dove conditioner market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- £312K–£416K
- units × avg price
- Conversion rate
- 12.9%
- Avg BSR
- #260
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 47%
- Out of stock
- 0.9%
- Avg brand age
- 81 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
193
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
48%
Top 20: 88%
Open market
3%
- Dove47%
- L'Oréal Professionnel Paris24%
- COLOR WOW15%
- L'Oreal Paris5%
- Simple4%
- VO52%
- Open — no brand owns it (3 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 94 weeks — +13.4% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.6×
Top dove conditioner search terms
- dove conditioner69K/yr
- loreal professional conditioner39K/yr
- dove conditioner for hair17K/yr
- colour conditioner21K/yr
- conditioner for coloured hair20K/yr
- vitamino colour conditioner15K/yr
- colour wow conditioner16K/yr
- loreal vitamino colour conditioner12K/yr
- wow conditioner12K/yr
- loreal colour protect conditioner9K/yr
Top dove conditioner 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Dove scalp + hair therapy Density & Growth Conditioner hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
Dove£3.614.3★123 rev
COLOR WOW Color Security Conditioner for Fine to Normal Hair Lightweight Conditioner for Fine Hair with Argan Oil | Colour-Safe Detangling Heat Protectant 250ml
COLOR WOW£12.034.5★2,485 rev
Dove Colour Care Conditioner 350 ml
Dove£1.964.6★231 rev
LOréal Professionnel Vitamino Color Conditioner 200ml Colour Protection and Shinier Hair Soft & Protected Hair For Coloured Hair 200ml
L'Oréal Professionnel Paris£13.014.7★2,620 rev
Dove Scalp + Hair Therapy Soothing Hydration Conditioner hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 400 ml
Dove£4.594.6★90 rev
Newest
by launch dateDove scalp + hair therapy Density & Growth Conditioner hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
Dove£3.61123 rev
Dove Scalp + Hair Therapy Soothing Hydration Conditioner hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 400 ml
Dove£4.5990 rev
Dove scalp + hair therapy Density & Growth Conditioner hair care with Amino Complex Zinc and Biotin for up to 90%* less hair fall 250 ml
Dove£2.78123 rev
Dove Scalp + Hair Therapy Soothing Hydration Conditioner hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 250 ml
Dove£3.9490 rev
LOréal Professionnel Vitamino Color Spectrum for Coloured Hair & Ultra Shine 200ml
L'Oréal Professionnel Paris£17.76480 rev
Trending
90-day click momentumDove scalp + hair therapy Density & Growth Conditioner hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
Dove£3.614.3★
Dove Scalp + Hair Therapy Soothing Hydration Conditioner hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 400 ml
Dove£4.594.6★
Dove scalp + hair therapy Density & Growth Conditioner hair care with Amino Complex Zinc and Biotin for up to 90%* less hair fall 250 ml
Dove£2.784.3★
Dove Scalp + Hair Therapy Soothing Hydration Conditioner hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 250 ml
Dove£3.944.6★
Dove 350ml Cond Hair Therapy Pro Age Single Unit
Dove£2.554.7★
What buyers say about dove conditioner
What buyers praise and complain about, mined from review topics.What buyers love
“Great smell”
“Give a good softness”
“Excellent product by Dove”
“Money well spent”
“I've noticed a nice moisturising effect”
“Beautiful for making your hair manageable and shine s”
“I was able to comb it with ease”
“it certainly helps to keep my hair in good condition”
“Great for coloured hair”
“The texture is creamy”
What buyers complain about
“price is high too”
“I was buying a hair treatment as my scalp was so bad”
“so far I have noticed no difference to the way my rather short hair looks”
“It's dull and dry”
“It does not do what it claims on the package”
“I'm not a fan of the musky floral fragrance”
“extremely difficult to get out of bottle as so thick”
“Pump function doesn't work”
“Not as impressive as I had hoped for, doesnt feel that special doesnt keep my hair as shiny at all, I will be going back to classic dove shampoo and conditioner”
“Too expensive and the product is average at best”
Top return reasons
Common questions
- Is dove conditioner profitable to sell on Amazon United Kingdom?
- The niche generates £378K/yr across 34 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +13.4%. Flapen's verdict: Worth a look (55/100).
- How competitive is the dove conditioner niche?
- 9 brands and 193 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in dove conditioner?
- Top complaints mined from reviews: Value For Money, Hair Related, Suitability Short Hair. The return rate is 0.0%.
- When does demand for dove conditioner peak?
- Demand peaks in Nov; the busiest month runs 1.6× the quietest.
- What does it cost to enter the dove conditioner niche?
- Listings span £1.76–£26.44; the average listing price is £10.39 (sweet spot $15–$100). The average incumbent carries 1,034 reviews — the moat a new listing must climb.