---
title: "Keratin Oil — £173K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/keratin-oil"
last_updated: "2026-08-09T19:55:37.571Z"
locale: en
meta:
description: "Niche score 42/100 · £173K/yr market · 208K searches/yr · £9.30 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £173K/yr market · 208K searches/yr · £9.30 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Keratin Oil — £173K/yr Amazon UK Niche (2026) - Flapen"
---
# **keratin oil**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 35Growth 25Conversion 83Competition 25Returns 99Price range 36Avg price 28Brand share 0Review moat 61Quality gap 50
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.0%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****1,070.21**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.5★**
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**
**Bad****70%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**99**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**70%**
Top 20: 100%
**Open market**
**0%**
- 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.
13K8KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/keratin-oil/trend)
## **Top keratin oil search terms**
- **beauty works**96K/yr+0.1%5.5% conv. - **pantene hair oil**45K/yr+6.4%10.7% conv. - **beautyworks**9K/yr-4.7%5.2% conv. - **pantene keratin protect oil**8K/yr-18.3%8.1% conv. - **pantene hair serum**6K/yr+0.7%5.4% conv. - **pantene oil**6K/yr+4.0%8.7% conv. - **beauty works hair oil**5K/yr+79.1%12.7% conv. - **beauty works oil**7K/yr-25.0%12.8% conv. - **hair extension oil**5K/yr+16.4%2.1% conv. - **hair oil pantene**6K/yr-22.1%11.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/keratin-oil/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.
0%5%£9K10%£17K15%£26K20%£35K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Beauty Works 10-In-1 Miracle Spray 250ml**Beauty Works**£9.96**4.6★2,094 rev](https://www.amazon.co.uk/dp/B01M3TAOL1) [2**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**£3.31**4.7★1,638 rev](https://www.amazon.co.uk/dp/B00J65MXWI) [3**Beauty Works Argan Serum 90ml**Beauty Works**£10.14**4.5★394 rev](https://www.amazon.co.uk/dp/B00F4TFTTE) [4**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**£3.44**4.7★653 rev](https://www.amazon.co.uk/dp/B00J65RD8M) [5**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**£3.88**4.6★613 rev](https://www.amazon.co.uk/dp/B09RMYPNW3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Pantene Grow Abundant Anti-Hair Loss Scalp Serum 60ml for Denser Hair**Pantene**£8.92**144 rev10mo ago](https://www.amazon.co.uk/dp/B0FPLQR5XW) [**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**£5.83**14 rev10mo ago](https://www.amazon.co.uk/dp/B0FNQDWLXB) [**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**£6.91**379 rev1y ago](https://www.amazon.co.uk/dp/B098CN4VH6) [**Panttene Keratin Oil 100ml - Keep Your Hair In Fabulous Shape With Panttene Keratin Oil - For Repairing And Protecting Your Hai - Pack of 2**BargainsMania**£16.07**15 rev1y ago](https://www.amazon.co.uk/dp/B0DB19PPF4) [**Beauty Works Pearl Nourishing Duo (Sulfate Free) - Shampoo & Conditioner Set 250ml**Beauty Works**£21.62**151 rev2y ago](https://www.amazon.co.uk/dp/B0CSKNNB1L)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£3.44**4.7★**▲ 45%**](https://www.amazon.co.uk/dp/B00J65RD8M) [**Beauty Works 10-In-1 Miracle Spray 250ml**Beauty Works**£9.96**4.6★**▲ 22%**](https://www.amazon.co.uk/dp/B01M3TAOL1) [**Pantene Grow Abundant Anti-Hair Loss Scalp Serum 60ml for Denser Hair**Pantene**£8.92**3.6★**▲ 18%**](https://www.amazon.co.uk/dp/B0FPLQR5XW) [**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**£6.91**4.6★**▲ 13%**](https://www.amazon.co.uk/dp/B098CN4VH6) [**Beauty Works Argan Serum 90ml**Beauty Works**£10.14**4.5★**— 5%**](https://www.amazon.co.uk/dp/B00F4TFTTE)
**~~View all trending →~~**
## **What buyers say about keratin oil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**19%
*“it smells divine”*
**Quality-Overall**11%
*“Excellent hair product”*
**Soft Feel**11%
*“hair soft”*
**Value For Money**7%
*“Great value for money”*
**Hair Growth**6%
*“It makes my hair feel softer instantly”*
**Hair Styling**5%
*“hods my hairl well”*
**Suitability Straight Hair**3%
*“Makes my hair so shiny”*
**Advertised Vs Actual Product**3%
*“Exactly as described”*
**Moist/Dry**3%
*“Good for air drying”*
**Weight Light**3%
*“its really lighten weight”*
### **What buyers complain about **
**Oily/Greasy**10%
*“greasy - even using just a little”*
**Hair Related**10%
*“My hair is crazy - like, totally crazy”*
**Smell**9%
*“Smells ok - not very strong scent”*
**Moist/Dry**6%
*“it's takes longer to get it onto my hair than it does to dry it”*
**Motor Power**5%
*“pump stopped working”*
**Allergies**4%
*“Very highly scented to the extent that it causes irritation”*
**Functionality-Overall**4%
*“Didn't work for me”*
**Thickness**3%
*“Too thick to spray”*
**Value For Money**3%
*“costs alot though I think”*
**Quality-Overall**3%
*“Distinctly average, no discernible effect from using it,”*
### **Top return reasons **
**Leak-Proof**37%
**Motor Power**16%
**Advertised Vs Actual Product**5%
**Defective Material/Parts**3%
**Functionality-Overall**3%
**Value For Money**3%
**Ingredients-Overall**3%
**Gap/Hole**2%
**Dilute/Watery**2%
**Product Condition**2%
## **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.
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