Is fragrance free shampoo profitable to sell on Amazon United Kingdom?

The niche generates £77K/yr across 8 tracked products. 90-day search growth is +12.2%. Flapen's verdict: Skip it (42/100).

How competitive is the fragrance free shampoo niche?

4 brands and 64 sellers compete. The top 5 products take 88% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in fragrance free shampoo?

Top complaints mined from reviews: Allergies, Smell, Value For Money. The return rate is 0.0%.

What does it cost to enter the fragrance free shampoo niche?

Listings span £4.00–£33.05; the average listing price is £9.38 (sweet spot $15–$100). The average incumbent carries 3,971 reviews — the moat a new listing must climb.

fragrance free shampoo

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible16.2%

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

Price range

Good£4.00–£33.05

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Growth

Okay+12.2%

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

Avg price

Okay£9.38

avg listing price — sweet spot $15–$100

Review moat

Okay3,970.63

avg incumbent reviews — the moat a new listing must climb

Market size

Bad£77K

£77K/yr · 51K searches

Competition

Bad88%

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, fragrance free shampoo is a £77K/yr Amazon United Kingdom market (51K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 42/100.

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

fragrance free shampoo market data

Units sold / yr: 6K–8K; avg 500–750/product
Revenue / yr: £56K–£75K; units × avg price
Conversion rate: 16.2%
Avg BSR: #282
Page quality: 0%
Prime: 88%
Sponsored: 75%
Out of stock: 0.0%
Avg brand age: 76 months
Avg seller age: 160 days

Competition & brand share

The top 5 products capture 88% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

88%

Top 20: 100%

Open market

FAITH IN NATURE84%
Simple7%
ABENA6%
Urtekram3%

Demand

Weekly Amazon search volume, last 15 weeks — +12.2% search growth over the last 90 days.

Open Trend

Top fragrance free shampoo search terms

fragrance free shampoo27K/yr +4.1%7.0% conv.
faith in nature fragrance free7K/yr +15.2%17.6% conv.
faith in nature fragrance free shampoo5K/yr +56.2%17.1% conv.
unscented shampoo6K/yr +3.0%8.0% conv.
faith in nature shampoo fragrance free3K/yr +54.9%20.1% conv.
fragrance free shampoo and conditioner4K/yr -3.3%6.9% conv.

All search terms

Top fragrance free 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 8 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Faith In Nature Natural Fragrance Free Shampoo Sensitive Vegan & Cruelty Free No SLS or Parabens for All Hair Types 400ml

FAITH IN NATURE£4.464.5★13,596 rev

Faith In Nature Natural Fragrance Free Conditioner Sensitive Vegan and Cruelty Free No SLS or Parabens For All Hair Types 400 ml

FAITH IN NATURE£4.004.4★802 rev

Simple Unscented Shampoo for Dry Scalp 200 ml

Simple£4.124.3★180 rev

ABENA Hair Shampoo | 600ML | Fragrance Free Shampoo For All Hair Types Deep Cleansing For The Ultimate Care Routine

ABENA£4.164.2★17 rev

Faith In Nature Natural Fragrance Free Body Wash Sensitive Vegan and Cruelty Free No SLS or Parabens 400 ml

FAITH IN NATURE£4.124.6★14,671 rev

Newest

by launch date

ABENA Hair Shampoo | 600ML | Fragrance Free Shampoo For All Hair Types Deep Cleansing For The Ultimate Care Routine

ABENA£4.1617 rev

1y ago

Urtekram Shampooing - Sans Parfum Find Balance Sensible 250 ml végan biologique

Urtekram£5.65949 rev

4y ago

Faith In Nature Natural Fragrance Free Body Wash Sensitive Vegan and Cruelty Free No SLS or Parabens 400 ml

FAITH IN NATURE£4.1214,671 rev

8y ago

Faith in Nature Natural Fragrance Free Shampoo & Conditioner Set Sensitive Vegan & Cruelty Free Parabens and SLS Free for All Hair Types 2 x 400ml

FAITH IN NATURE£15.46264 rev

11y ago

Faith In Nature Natural Fragrance Free Shampoo Sensitive Vegan & Cruelty Free No SLS or Parabens for All Hair Types 400ml

FAITH IN NATURE£4.4613,596 rev

14y ago

What buyers say about fragrance free shampoo

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

What buyers love

Smell15%

“Good shampoo which is fragrance free”

Value For Money12%

“Definitely worth the money”

Quality-Overall6%

“Good quality”

Allergies6%

“which is great for my allergies”

Ease Of Use6%

“it is fairly simple”

Hair Growth5%

“Very pleased with the shampoo no more itchey scalp”

Lather5%

“Gentle cleansing shampoo with a good lather for eczema prone skin conditions”

Ingredients-Overall4%

“Nice shampoo with good ingredients”

Soft Feel4%

“Leaves my hair feeling super soft”

Suitability Dry Skin3%

“Good for dry skin”

What buyers complain about

Allergies28%

“they all irritated my scalp and forehead”

Smell9%

“There is a slight whiff of chemical smell if you sniff the shampoo itself”

Value For Money5%

“Expensive if does not work”

Defective Material/Parts5%

“Cap broken”

Sensitivity-Overall4%

“I have very sensitive skin, this and the same shampoo are the only ones that stopped me getting a head rash after washing every time, I dont use anything else now”

Thickness4%

“I'd prefer it to be a little thicker”

Moist/Dry4%

“I have very dry, fine, high-porosity hair and this wasn't quite moisturising enough for me”

Suitability Short Hair3%

“Not making hair feel better”

Hair Related3%