Is keratin hair treatment profitable to sell on Amazon United Kingdom?

The niche generates £552K/yr across 21 tracked products. 90-day search growth is +1.9%. Flapen's verdict: Worth a look (59/100).

How competitive is the keratin hair treatment niche?

15 brands and 66 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 82% of demand.

What do buyers complain about in keratin hair treatment?

Top complaints mined from reviews: Functionality-Overall, Hair Related, Smell. The return rate is 0.2%.

When does demand for keratin hair treatment peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the keratin hair treatment niche?

Listings span £3.77–£91.64; the average listing price is £25.18 (sweet spot $15–$100). The average incumbent carries 2,712 reviews — the moat a new listing must climb.

keratin hair treatment

Worth a look

Shows low returns (0.2%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Avg price

Incredible£25.18

avg listing price — sweet spot $15–$100

Price range

Great£3.77–£91.64

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

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Market size

Good£552K

£552K/yr · 491K searches

Conversion

Good4.5%

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

Competition

Okay56%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay82%

top-5 brand share — brands hold most of the demand

Review moat

Okay2,712.43

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+1.9%

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

According to Flapen's Amazon United Kingdom niche tracking, keratin hair treatment is a £552K/yr Amazon United Kingdom market (491K searches/yr). The top 5 brands hold 82% of demand. Verdict: Worth a look — 59/100.

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

keratin hair treatment market data

Units sold / yr: 20K–25K; avg 500–750/product
Revenue / yr: £504K–£630K; units × avg price
Conversion rate: 4.5%
Avg BSR: #164
Page quality: 0%
Prime: 100%
Sponsored: 81%
Out of stock: 4.0%
Avg brand age: 61 months
Avg seller age: 148 days

Competition & brand share

The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 falling

Sellers

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

56%

Top 20: 99%

Open market

15%

COCOCHOCO27%
Searching Plants Brazilian Straight23%
KATIVA18%
Kallos7%
NYK16%
Cocochoco Professional4%
Open — no brand owns it (9 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +1.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top keratin hair treatment search terms

keratin hair treatment213K/yr +2.6%2.8% conv.
keratin treatment43K/yr -6.3%2.0% conv.
keratin40K/yr -4.8%1.6% conv.
cocochoco keratin treatment39K/yr -1.3%8.4% conv.
brazilian keratin treatment kit33K/yr -10.6%4.3% conv.
cocochoco20K/yr +1.3%4.5% conv.
keratin straightening treatment16K/yr +13.8%2.8% conv.
kativa brazilian straightening kit11K/yr +45.2%6.5% conv.
hair keratin treatment10K/yr +14.4%2.0% conv.
hair straightening treatment9K/yr +2.2%2.0% conv.

All search terms

Top keratin hair treatment 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

SALON QUALITY KERATIN WITH PROFESSIONAL RESULTS. Brazilian Straight Purple Treatment Kit 1-3 APPLICATIONS Hair Straightening/Blow Dry/Smoothing/Home Use/Frizz Free

Searching Plants Brazilian Straight£24.094.1★3,258 rev

COCOCHOCO Gold 24k Keratin hair Treatment F100ml

COCOCHOCO£14.444.3★291 rev

KATIVA Brazilian Straightening Kit

KATIVA£10.724.1★1,119 rev

Kallos Cosmetics KJMN Keratin Hair Mask for Dry Damaged and Chemically Treated Hair Nourishes and Helps Rebuild Natural Structure Enhances Shine and Texture with Milk Protein 1L

Kallos£7.574.3★14,973 rev

NYK1 StraightBond Keratin Hair Treatment Kit (with Aftercare Set) Genuine Brazilian Keratin Treatment Kit For Straight Frizz-Free Smooth Humid Resistant Hair Lasting 4 months - Formaldehyde-Free

NYK1£38.914.1★69 rev

Newest

by launch date

Karseell Maca Essence Keratin Hair Straightening Kit 12 Weeks of Home Use Professional Straightening Straighten and Smooth Hair All Hair Types

Karseell£23.8973 rev

1y ago

NYK1 StraightBond Keratin Hair Treatment Kit (with Aftercare Set) Genuine Brazilian Keratin Treatment Kit For Straight Frizz-Free Smooth Humid Resistant Hair Lasting 4 months - Formaldehyde-Free

NYK1£38.9169 rev

1y ago

Real BRAZILIAN STRAIGHT Keratin Straightening Treatment Kit Pro Result Keratin Protein Arganoil Collagen Amino Acid Straight shiny Hair Salon Results Lasts 3-9 months (STANDARD KIT)

BRAZILIAN STRAIGHT£33.79206 rev

2y ago

Kérastase Nutritive Nourishing Hair Serum with Niacinamide Overnight Leave-In Treatment for Dry Hair Lightweight and Non-Greasy 8H Magic Night Serum 90 ml

KÉRASTASE£29.557,865 rev

3y ago

Brazilian Keratin Kativa Straightening Treatment at Home with Hyaluronic Acid and Premium Serum

KATIVA£11.031,216 rev

3y ago

What buyers say about keratin hair treatment

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

What buyers love

Quality-Overall22%

“Excellent product with best results”

Soft Feel11%

“Hair feels soft”

Value For Money10%

“saved myself the money”

Ease Of Use6%

“EASY to use”

Smell5%

“And, as an added bonus, it smells delightful”

Hair Styling5%

“Really loving this my hair already feels in much better condition”

Advertised Vs Actual Product5%

“Just what I needed”

Hair Growth4%

“Really helped my hair”

Moist/Dry3%

“very moisturising”

Ease Of Application3%

“Am super impressed with the whole application”

What buyers complain about

Functionality-Overall11%

“barely worked”

Hair Related8%

“Freeze, damage hair”

Smell7%

“The smell was completely intolerable for me”

Value For Money6%

“waste of money”

Moist/Dry4%

“it feels strange and dry”

Damage/Burn Hair4%

“Ruined my hair”

Suitability Straight Hair4%

“It doesnt straight my hair”

Instructions/User Manual/Troubleshooting4%

“Not clear instructions”

Ease Of Use3%

“It was very hard to manage”

Quality-Overall2%

“Poor”

Top return reasons

Functionality-Overall14%

Damage/Burn Hair13%

Suitability Short Hair9%

Advertised Vs Actual Product8%

Value For Money8%

Hair Related5%

Size-Overall5%

Product Condition5%

Quality-Overall5%

Oily/Greasy4%

Common questions

Is keratin hair treatment profitable to sell on Amazon United Kingdom?: The niche generates £552K/yr across 21 tracked products. 90-day search growth is +1.9%. Flapen's verdict: Worth a look (59/100).
How competitive is the keratin hair treatment niche?: 15 brands and 66 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 82% of demand.
What do buyers complain about in keratin hair treatment?: Top complaints mined from reviews: Functionality-Overall, Hair Related, Smell. The return rate is 0.2%.
When does demand for keratin hair treatment peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the keratin hair treatment niche?: Listings span £3.77–£91.64; the average listing price is £25.18 (sweet spot $15–$100). The average incumbent carries 2,712 reviews — the moat a new listing must climb.