Is natural shampoo profitable to sell on Amazon United Kingdom?

The niche generates £661K/yr across 29 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +7.5%. Flapen's verdict: Worth a look (52/100).

How competitive is the natural shampoo niche?

4 brands and 61 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in natural shampoo?

Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.0%.

When does demand for natural shampoo peak?

Demand is steady year-round — the busiest month runs 2.5× the quietest.

What does it cost to enter the natural shampoo niche?

Listings span £2.94–£27.20; the average listing price is £7.86 (sweet spot $15–$100). The average incumbent carries 5,625 reviews — the moat a new listing must climb.

natural shampoo

Worth a look

Shows low returns (0.0%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible13.5%

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

Market size

Good£661K

£661K/yr · 624K searches

Competition

Good52%

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

Price range

Good£2.94–£27.20

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+7.5%

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

Review moat

Bad5,625

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£7.86

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, natural shampoo is a £661K/yr Amazon United Kingdom market (624K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 52/100.

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

natural shampoo market data

Units sold / yr: 60K–80K; avg 2,000–2,500/product
Revenue / yr: £472K–£629K; units × avg price
Conversion rate: 13.5%
Avg BSR: #146
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 0.0%
Avg brand age: 70 months
Avg seller age: 153 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

52%

Top 20: 89%

Open market

FAITH IN NATURE84%
Sukin13%
Native1%
Miniml1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.5% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 2.5×

Open Trend

Top natural shampoo search terms

faith in nature shampoo337K/yr +18.9%12.3% conv.
natural shampoo81K/yr -8.4%5.1% conv.
sukin shampoo58K/yr +8.6%11.2% conv.
organic shampoo47K/yr -23.7%2.9% conv.
sulphate and silicone free shampoo20K/yr -2.8%0.3% conv.
chemical free shampoo11K/yr -7.6%2.3% conv.
shampoo natural8K/yr +11.3%5.4% conv.
shampoo faith in nature7K/yr +15.1%18.0% conv.
faith in nature coconut shampoo7K/yr +30.7%15.7% conv.
sukin shampoo and conditioner7K/yr -7.4%7.1% conv.

All search terms

Top natural 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Faith In Nature Organic Coconut Shampoo Hydrating for Dry Hair & Scalp Vegan & Cruelty Free No SLS Silcones or Parabens 400ml

FAITH IN NATURE£3.874.5★13,582 rev

Faith In Nature Natural Lavender & Geranium Shampoo Balancing for Normal Hair & Scalp Vegan & Cruelty Free No SLS Silcones or Parabens 400ml

FAITH IN NATURE£3.904.5★13,582 rev

Faith In Nature Natural Rosemary Shampoo Stimulating for Normal Hair & Scalp Vegan & Cruelty Free No SLS Silciones or Parabens 400ml

FAITH IN NATURE£4.304.5★13,582 rev

Faith In Nature Natural Grapefruit & Orange Shampoo Purifying For Oily Hair & Scalp Vegan & Cruelty Free No SLS Silicones or Parabens 400ml

FAITH IN NATURE£3.914.5★13,596 rev

Sukin Natural Balance Shampoo 500ml - maintains naturally balanced hair - with an infusion of baobab burdock & nettle extracts; cruelty free & vegan friendly.

Sukin£3.744.4★713 rev

Newest

by launch date

Faith In Nature 1L Natural Rosemary Shampoo Stimulating for Normal Hair & Scalp Vegan & Cruelty Free No SLS Silciones or Parabens Family Size

FAITH IN NATURE£9.30577 rev

1y ago

Faith In Nature - Natural Shampoo Aluminium Bottle - Vegan & Cruelty Free No SLS or Parabens - 500ml Lavender & Geranium

FAITH IN NATURE£4.05445 rev

2y ago

Faith In Nature 1L Natural Grapefruit & Orange Shampoo Purifying For Oily Hair & Scalp Vegan & Cruelty Free No SLS Silicones or Parabens Family Sized

FAITH IN NATURE£9.35577 rev

3y ago

Faith In Nature 1L Natural Shea & Argan Shampoo Moisturising for Curly Hair & Dry Scalp Vegan & Cruelty Free No SLS Silicones or Parabens Family Sized

FAITH IN NATURE£8.62577 rev

3y ago

Faith In Nature 1L Natural Lavender & Geranium Shampoo Balancing for Normal Hair & Scalp Vegan & Cruelty Free No SLS Silcones or Parabens Family Sized

FAITH IN NATURE£7.92577 rev

3y ago

What buyers say about natural shampoo

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

What buyers love

Smell33%

“Smells lush”

Quality-Overall14%

“quality arrived quickly”

Value For Money9%

“Good price”

Soft Feel6%

“Feels good”

Cleansing3%

“Cleans hair well”

Moist/Dry3%

“It has hydrating”

Hair Growth3%

“it has got my hair feeling healthy again”

Lather3%

“You dont need to worry if it doesnt lather up like other shampoos because it still cleans the hair and its natural”

Allergies2%

“which is great for my allergies”

Hair Styling2%

“Perfect for my balding head”

What buyers complain about

Smell11%

“Smells disgusting”

Moist/Dry9%

“A little drying”

Allergies9%

“has 3 known irritants”

Value For Money6%

“too expensive for what you get”

Oily/Greasy4%

“It made my hair awful, so greasy and unmanageable”

Leak-Proof4%

“so there was some leakage”

Hair Related4%

“leaves your hair limp and listless”

Natural Ingredients2%

“I am really disappointed as I wanted a more natural shampoo”

Ingredients-Overall2%

“Contains so many chemicals”

Suitability Short Hair2%

“Unfortunately, it wasnt a good match for my hair and scalp”

Top return reasons

Motor Power43%

Suitability Short Hair10%

Leak-Proof10%

Advertised Vs Actual Product7%

Value For Money5%

Adhesion/Stickiness5%

Hair Related5%

Residue5%

Ingredients-Overall5%

Functionality-Overall5%

Common questions

Is natural shampoo profitable to sell on Amazon United Kingdom?: The niche generates £661K/yr across 29 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +7.5%. Flapen's verdict: Worth a look (52/100).
How competitive is the natural shampoo niche?: 4 brands and 61 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in natural shampoo?: Top complaints mined from reviews: Smell, Moist/Dry, Allergies. The return rate is 0.0%.
When does demand for natural shampoo peak?: Demand is steady year-round — the busiest month runs 2.5× the quietest.
What does it cost to enter the natural shampoo niche?: Listings span £2.94–£27.20; the average listing price is £7.86 (sweet spot $15–$100). The average incumbent carries 5,625 reviews — the moat a new listing must climb.

natural shampoo

natural shampoo market data

Competition & brand share

Demand & seasonality

Top natural shampoo search terms

Top natural shampoo products on Amazon

Top sellers

Newest

Trending

What buyers say about natural shampoo

What buyers love

What buyers complain about

Top return reasons

Common questions

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