Is heat protection serum profitable to sell on Amazon United Kingdom?

The niche generates £35K/yr across 6 tracked products. 90-day search growth is -9.8%. Flapen's verdict: Skip it (31/100).

How competitive is the heat protection serum niche?

3 brands and 41 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in heat protection serum?

Top complaints mined from reviews: Value For Money, Moist/Dry, Quality-Overall. The return rate is 0.2%.

What does it cost to enter the heat protection serum niche?

Listings span £5.71–£18.20; the average listing price is £13.50 (sweet spot $15–$100). The average incumbent carries 22,217 reviews — the moat a new listing must climb.

heat protection serum

Skip it

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

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Great7.2%

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

Avg price

Good£13.50

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£5.71–£18.20

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

Growth

Bad-9.8%

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

Review moat

Bad22,216.67

avg incumbent reviews — the moat a new listing must climb

Market size

Bad£35K

£35K/yr · 36K searches

Competition

Bad96%

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, heat protection serum is a £35K/yr Amazon United Kingdom market (36K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 31/100.

Data updated Jul 20, 2026 · scored weekly · How we score niches

heat protection serum market data

Units sold / yr: 3K–4K; avg 500–750/product
Revenue / yr: £41K–£54K; units × avg price
Conversion rate: 7.2%
Avg BSR: #33
Page quality: 0%
Prime: 100%
Sponsored: 50%
Out of stock: 0.0%
Avg brand age: 66 months
Avg seller age: 153 days

Competition & brand share

The top 5 products capture 96% 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

96%

Top 20: 100%

Open market

OLAPLEX88%
L'Oreal Paris7%
ORS5%

Top heat protection serum search terms

olaplex no 99K/yr -3.3%12.7% conv.
heat protection serum8K/yr -9.9%2.0% conv.
olaplex heat protection4K/yr +15.3%7.7% conv.
olaplex serum4K/yr -1.3%9.2% conv.
olaplex 94K/yr -4.8%13.6% conv.
heat protection oil3K/yr -8.4%2.4% conv.
olaplex heat protection spray3K/yr -55.4%5.0% conv.

All search terms

Top heat protection serum 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 6 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Olaplex N.9 Bond Protector: Nourishing Hair Serum & Heat Protectant | Softens Nourishes & Reduces Tangle & Static | For Coily Curly Straight and Wavy 90 mL / 3.0 Fl. Oz.

OLAPLEX£17.484.6★6,900 rev

Olaplex N.7 Bonding Oil: Concentrated High Shine Oil | Heat Protectant Visibly Smooths & Softens Hair Added Color Vibrancy Up to 72 Hour Frizz Control | For Coily Curly Straight and Wavy

OLAPLEX£16.474.6★59,485 rev

LOréal Paris Hair Serum Elvive Extraordinary Oil Miracle Intense Nourishment Up to 6x more Shine up to 230 heat protection suitable for all hair types 100ml

L'Oreal Paris£5.714.7★10,404 rev

ORS Olive Oil Heat Protection Hair Serum - 177 ml Infused With Coconut Oil For Restorative Shine With Frizz Free & Fast Drying Formula (packaging may vary)

ORS£5.844.5★2,416 rev

Olaplex Volumizing Blow Dry Mist: Weightless Volume Body & Bounce | 450F/232C heat protection | For Coily Curly Straight and Wavy 150 mL / 5.0 Fl. Oz.

OLAPLEX£18.204.1★1,257 rev

Newest

by launch date

Olaplex Volumizing Blow Dry Mist: Weightless Volume Body & Bounce | 450F/232C heat protection | For Coily Curly Straight and Wavy 150 mL / 5.0 Fl. Oz.

OLAPLEX£18.201,257 rev

3y ago

Olaplex N.9 Bond Protector: Nourishing Hair Serum & Heat Protectant | Softens Nourishes & Reduces Tangle & Static | For Coily Curly Straight and Wavy 90 mL / 3.0 Fl. Oz.

OLAPLEX£17.486,900 rev

4y ago

Olaplex N.7 Bonding Oil: Concentrated High Shine Oil | Heat Protectant Visibly Smooths & Softens Hair Added Color Vibrancy Up to 72 Hour Frizz Control | For Coily Curly Straight and Wavy

OLAPLEX£16.4759,485 rev

6y ago

Olaplex N.6 Bond Smoother: Leave-In Styling Treatment | Smooths Conditions & Strengthens | Frizz Control for Up to 72 Hours | For Coily Curly Straight and Wavy 100 mL / 3.3 Fl. Oz.

OLAPLEX£17.2852,838 rev

7y ago

LOréal Paris Hair Serum Elvive Extraordinary Oil Miracle Intense Nourishment Up to 6x more Shine up to 230 heat protection suitable for all hair types 100ml

L'Oreal Paris£5.7110,404 rev

14y ago

What buyers say about heat protection serum

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

What buyers love

Smell18%

“it smells divine”

Quality-Overall17%

“A good serum”

Soft Feel9%

“soft and shiny hair”

Value For Money8%

“Worth the price”

Hair Styling5%

“Make hair feel really good”

Moist/Dry4%

“it makes my blow dry last so much longer”

Hair Growth4%

“This has saved my hair”

Suitability Straight Hair3%

“makes hair look shiny”

Ease Of Use3%

“Easy to use”

Durability3%

“worth the price for how long the bottle lasts”

What buyers complain about

Value For Money20%

“Expensive”

Moist/Dry8%

“if you have dry or rough hair u might need to use a bit more”

Quality-Overall6%

“Was expecting better based on the reviews”

Hair Related5%

“My hair was horrible before using it although I have been using hair masks”

Oily/Greasy5%

“They either do nothing or turn my hair into a greasy mess when I only used one drop”

Smell4%

“what I received smells like mint which is not the original scent”

Functionality-Overall4%

“the product doesnt come out”

Leak-Proof3%

“But it is glass and mine didn't come in any sort of package just in the box with the rest of my order so if not handled correctly it could smash and leak”

Symptom Reduction2%

“No effect”

Durability2%

“it ran out”

Top return reasons

Functionality-Overall13%

Size-Overall11%

Value For Money10%

Advertised Vs Actual Product8%

Quality-Overall8%

Oily/Greasy7%

Product Condition6%

Defective Material/Parts6%

Smell5%

Suitability Short Hair4%

Common questions

Is heat protection serum profitable to sell on Amazon United Kingdom?: The niche generates £35K/yr across 6 tracked products. 90-day search growth is -9.8%. Flapen's verdict: Skip it (31/100).
How competitive is the heat protection serum niche?: 3 brands and 41 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in heat protection serum?: Top complaints mined from reviews: Value For Money, Moist/Dry, Quality-Overall. The return rate is 0.2%.
What does it cost to enter the heat protection serum niche?: Listings span £5.71–£18.20; the average listing price is £13.50 (sweet spot $15–$100). The average incumbent carries 22,217 reviews — the moat a new listing must climb.