Is osmo profitable to sell on Amazon United Kingdom?

The niche generates £46K/yr across 16 tracked products. 90-day search growth is -22.5%. Flapen's verdict: Skip it (34/100).

How competitive is the osmo niche?

11 brands and 137 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in osmo?

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

When does demand for osmo peak?

Demand peaks in Feb–Sep; the busiest month runs 3.8× the quietest.

What does it cost to enter the osmo niche?

Listings span £3.48–£9.83; the average listing price is £6.77 (sweet spot $15–$100). The average incumbent carries 5,471 reviews — the moat a new listing must climb.

osmo

Skip it

Prices mostly outside the sweet spot ($3.48–$9.83) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Good6.5%

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

Brand share

Okay83%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Bad71%

top-5 click share — a locked-up shelf

Review moat

Bad5,470.75

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£6.77

avg listing price — sweet spot $15–$100

Growth

Bad-22.5%

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

Market size

Bad£46K

£46K/yr · 103K searches

Price range

Bad£3.48–£9.83

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

According to Flapen's Amazon United Kingdom niche tracking, osmo is a £46K/yr Amazon United Kingdom market (103K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Feb–Sep. Verdict: Skip it — 34/100.

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

osmo market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: £41K–£54K; units × avg price
Conversion rate: 6.5%
Avg BSR: #96
Page quality: 0%
Prime: 94%
Sponsored: 56%
Out of stock: 0.0%
Avg brand age: 81 months
Avg seller age: 147 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 falling

Sellers

137

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

13%

Shea Moisture37%
Camille Rose28%
Garnier7%
As I Am6%
Aunt Jackie's5%
ORS4%
Open — no brand owns it (5 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -22.5% search growth over the last 90 days.

Peak months: Feb, Sep · busiest ÷ quietest = 3.8×

Open Trend

Top osmo search terms

deep conditioner64K/yr -18.0%3.7% conv.
deep conditioner for afro hair12K/yr -21.3%4.4% conv.
camille rose deep conditioner7K/yr +2.4%9.8% conv.
shea moisture hair mask10K/yr -54.7%10.2% conv.
shea moisture mask4K/yr +20.3%10.4% conv.
camille rose algae renew deep conditioner3K/yr +11.8%14.0% conv.
shea moisture deep conditioner5K/yr -61.5%9.6% conv.

All search terms

Top osmo 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Camille Rose Algae Renew Deep Conditioning Wash Out Hair Mask For All Hair Types Nourish and Strengthen Cocoa and Mango Butter 240 ml (Pack of 1)

Camille Rose£9.834.6★486 rev

SheaMoisture Manuka Honey & Mafura Oil Hair Mask Sulfate-Free Deep Conditioner with Shea Butter Baobab Oil & Fig Extract for Dry Damaged Coily Hair Repairs & Tames Frizz 335 ml

Shea Moisture£8.264.6★2,741 rev

SheaMoisture Jamaican Black Castor Oil Strengthen & Restore Hair Treatment Mask -Sulfate- Free Deep Conditioner with Shea Butter & Peppermint Repairs & Strengthen Damaged Curly Hair 335 ml

Shea Moisture£7.814.6★4,873 rev

As I Am Hydration Elation Intensive Conditioner- Strengthens Softens & Restores Dry Hair 8oz

As I Am£7.534.4★2,956 rev

Garnier Hair Food Multi-use Hair Treatment Mask Nourishes and Conditions Ideal for Dry Hair No Silicones Vegan Formula Banana Ultimate Blends 400ml

Garnier£3.484.6★19,997 rev

Newest

by launch date

Aussie Deeep Moisture Hair Mask 500ml Rehydrates Nourishes and Deeply Conditions Dry Thirsty Brittle Hair Infused with Jojoba Avocado and Australian Macadamia Nut Oils Vegan and Cruelty-Free

Aussie£4.94539 rev

1y ago

SheaMoisture Manuka Honey & Yoghurt Protein Power Hair Mask Sulphate-Free Deep Conditioner with Baobab Oils & Shea Butter Strengthens Dry Brittle Hair Reduces Breakage & Adds Curl Shine 227 ml

Shea Moisture£8.47404 rev

3y ago

TRESemme Keratin Smooth Deep Smoothing Mask rinse-out hair treatment with hydrolysed keratin for soft shiny frizz-free hair 440 ml

TRESemmé£3.771,254 rev

3y ago

ORS Olive Oil Max Moisture Super Softening Deep Treatment Conditioner with Rice Water Relaxed Hair (567ml 20oz)

ORS£6.88391 rev

4y ago

SheaMoisture Manuka Honey & Mafura Oil Hair Mask Sulfate-Free Deep Conditioner with Shea Butter Baobab Oil & Fig Extract for Dry Damaged Coily Hair Repairs & Tames Frizz 335 ml

Shea Moisture£8.262,741 rev

6y ago

What buyers say about osmo

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

What buyers love

Smell20%

“It smells fresh & clean too”

Soft Feel16%

“soft”

Quality-Overall15%

“Excellent product”

Value For Money10%

“Good buy”

Moist/Dry8%

“Great moisturiser”

Hair Growth5%

“Good has helped with hair loss”

Suitability Colored Hair3%

“Actually fixed my bleached”

Hair Styling3%

“It actually fixed my hair”

Suitability Curly Hair2%

“works well for curly hair”

Advertised Vs Actual Product2%

“As advertised”

What buyers complain about

Smell12%

“I think the formula has been changed to one that has a more chemical smell”

Oily/Greasy9%

“Left my hair horribly greasy”

Product Condition7%

“it looked like was used already”

Suitability Curly Hair5%

“Not as good as the banana one for curly thick hair”

Quality-Overall5%

“Not top tier”

Washability5%

“it's meant to be washed off”

Symptom Reduction5%

“not noticed any difference”

Moist/Dry3%

“dryness that gets worse through the colder months when the hair needs more moisture”

Value For Money3%

“The only point to mention is Amazon is not always the cheapest compared to other outlets”

Side Effects2%

“Not very pleased with the effects”

Top return reasons

Smell50%

Product Condition25%

Oily/Greasy25%

Common questions

Is osmo profitable to sell on Amazon United Kingdom?: The niche generates £46K/yr across 16 tracked products. 90-day search growth is -22.5%. Flapen's verdict: Skip it (34/100).
How competitive is the osmo niche?: 11 brands and 137 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in osmo?: Top complaints mined from reviews: Smell, Oily/Greasy, Product Condition. The return rate is 0.1%.
When does demand for osmo peak?: Demand peaks in Feb–Sep; the busiest month runs 3.8× the quietest.
What does it cost to enter the osmo niche?: Listings span £3.48–£9.83; the average listing price is £6.77 (sweet spot $15–$100). The average incumbent carries 5,471 reviews — the moat a new listing must climb.