Is keratin oil profitable to sell on Amazon United Kingdom?

The niche generates £173K/yr across 19 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +0.3%. Flapen's verdict: Skip it (42/100).

How competitive is the keratin oil niche?

4 brands and 99 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in keratin oil?

Top complaints mined from reviews: Oily/Greasy, Hair Related, Smell. The return rate is 0.1%.

When does demand for keratin oil peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.2× the quietest.

What does it cost to enter the keratin oil niche?

Listings span £3.31–£21.62; the average listing price is £9.30 (sweet spot $15–$100). The average incumbent carries 1,070 reviews — the moat a new listing must climb.

keratin oil

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

Great9.0%

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

Review moat

Good1,070.21

avg incumbent reviews — the moat a new listing must climb

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£3.31–£21.62

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

Market size

Okay£173K

£173K/yr · 208K searches

Avg price

Okay£9.30

avg listing price — sweet spot $15–$100

Growth

Okay+0.3%

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

Competition

Bad70%

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, keratin oil is a £173K/yr Amazon United Kingdom market (208K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 42/100.

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

keratin oil market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: £140K–£186K; units × avg price
Conversion rate: 9.0%
Avg BSR: #207
Page quality: 0%
Prime: 47%
Sponsored: 58%
Out of stock: 0.4%
Avg brand age: 50 months
Avg seller age: 150 days

Competition & brand share

The top 5 products capture 70% 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

70%

Top 20: 100%

Open market

Beauty Works51%
Pantene46%
L'Oreal Paris2%
BargainsMania2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.3% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.2×

Open Trend

Top keratin oil search terms

beauty works96K/yr +0.1%5.5% conv.
pantene hair oil45K/yr +6.4%10.7% conv.
beautyworks9K/yr -4.7%5.2% conv.
pantene keratin protect oil8K/yr -18.3%8.1% conv.
pantene hair serum6K/yr +0.7%5.4% conv.
pantene oil6K/yr +4.0%8.7% conv.
beauty works hair oil5K/yr +79.1%12.7% conv.
beauty works oil7K/yr -25.0%12.8% conv.
hair extension oil5K/yr +16.4%2.1% conv.
hair oil pantene6K/yr -22.1%11.4% conv.

All search terms

Top keratin oil 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 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Beauty Works 10-In-1 Miracle Spray 250ml

Beauty Works£9.964.6★2,094 rev

Pantene Pro-V Smooth & Sleek Argan Infused Hair Oil 100ml for Frizzy Dull Hair Daily Leave In Nourishing Oil Tames Frizz Makes Hair Silky Smooth and Enhances Shine With Pro-V Nutrients

Pantene£3.314.7★1,638 rev

Beauty Works Argan Serum 90ml

Beauty Works£10.144.5★394 rev

Pantene Pro-V Repair & Protect Keratin Protect Hair Oil 100ml for Intensive Care. Daily Leave in Nourishing Oil. It Helps Repair Hair Surface Damage in One Use. Perfect for Dry Damaged Hair

Pantene£3.444.7★653 rev

Pantene Pro-V Defined Curls Coconut Infused Hair Oil 100ml for Frizzy Unruly Curls. Daily Leave in Nourishing Oil. Deeply Moisturises Softens Hair and Prevents Protein Loss

Pantene£3.884.6★613 rev

Newest

by launch date

Pantene Grow Abundant Anti-Hair Loss Scalp Serum 60ml for Denser Hair

Pantene£8.92144 rev

10mo ago

Pantene x Emily in Paris: Keratin Protect hair oil 100 ml. Limited edition. Helps to rebuild damage shine hair and reduce brittleness. For daily use

Pantene£5.8314 rev

10mo ago

Pantene Pro-V Coconut Infused Hair Oil for Intensive Moisture Hair Care Shine Hair Care for Dry Hair Hair Care Hair Oil Beauty Gold 100 ml

Pantene£6.91379 rev

1y ago

Panttene Keratin Oil 100ml - Keep Your Hair In Fabulous Shape With Panttene Keratin Oil - For Repairing And Protecting Your Hai - Pack of 2

BargainsMania£16.0715 rev

1y ago

Beauty Works Pearl Nourishing Duo (Sulfate Free) - Shampoo & Conditioner Set 250ml

Beauty Works£21.62151 rev

2y ago

What buyers say about keratin oil

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

What buyers love

Smell19%

“it smells divine”

Quality-Overall11%

“Excellent hair product”

Soft Feel11%

“hair soft”

Value For Money7%

“Great value for money”

Hair Growth6%

“It makes my hair feel softer instantly”

Hair Styling5%

“hods my hairl well”

Suitability Straight Hair3%

“Makes my hair so shiny”

Advertised Vs Actual Product3%

“Exactly as described”

Moist/Dry3%

“Good for air drying”

Weight Light3%

“its really lighten weight”

What buyers complain about

Oily/Greasy10%

“greasy - even using just a little”

Hair Related10%

“My hair is crazy - like, totally crazy”

Smell9%

“Smells ok - not very strong scent”

Moist/Dry6%

“it's takes longer to get it onto my hair than it does to dry it”

Motor Power5%

“pump stopped working”

Allergies4%

“Very highly scented to the extent that it causes irritation”

Functionality-Overall4%

“Didn't work for me”

Thickness3%

“Too thick to spray”

Value For Money3%

“costs alot though I think”

Quality-Overall3%

“Distinctly average, no discernible effect from using it,”

Top return reasons

Leak-Proof37%

Motor Power16%

Advertised Vs Actual Product5%

Defective Material/Parts3%

Functionality-Overall3%

Value For Money3%

Ingredients-Overall3%

Gap/Hole2%

Dilute/Watery2%

Product Condition2%

Common questions

Is keratin oil profitable to sell on Amazon United Kingdom?: The niche generates £173K/yr across 19 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +0.3%. Flapen's verdict: Skip it (42/100).
How competitive is the keratin oil niche?: 4 brands and 99 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in keratin oil?: Top complaints mined from reviews: Oily/Greasy, Hair Related, Smell. The return rate is 0.1%.
When does demand for keratin oil peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.2× the quietest.
What does it cost to enter the keratin oil niche?: Listings span £3.31–£21.62; the average listing price is £9.30 (sweet spot $15–$100). The average incumbent carries 1,070 reviews — the moat a new listing must climb.