phyto
Skip itBrand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Great381.83avg incumbent reviews — the moat a new listing must climb
Avg price
Great£17.33avg listing price — sweet spot $15–$100
Price range
Great£6.62–£48.87cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Great38%top-5 click share — an open shelf
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Conversion
Okay3.4%search→purchase rate — share of searches ending in a sale
Growth
Bad-19.3%90-day search growth — must beat 0% to launch
Market size
Bad£13K£13K/yr · 22K searches
Brand share
Bad99%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, phyto is a £13K/yr Amazon United Kingdom market (22K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 48/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
phyto market data
- Units sold / yr
- 750–1K
- avg 0–100/product
- Revenue / yr
- £13K–£17K
- units × avg price
- Conversion rate
- 3.4%
- Avg BSR
- #2,897
- Page quality
- 0%
- Prime
- 74%
- Sponsored
- 43%
- Out of stock
- 1.8%
- Avg brand age
- 51 months
- Avg seller age
- 149 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
6 rising
Sellers
73
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
38%
Top 20: 67%
Open market
0%
- Phyto65%
- PHYTO28%
- Phyto-V3%
- Your-phyto1%
- THORNE1%
- BYOMA1%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 71 weeks — -19.3% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 1.7×
Top phyto search terms
- phyto16K/yr
- phyto hair1K/yr
- phyto hair tablets4K/yr
- phyto hair products845/yr
- phyto phanere359/yr
Top phyto 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
PHYTO 120 Capsules Phytophanere Natural Hair Loss Nail & Skin Supplement for Men & Women Biotin & Vitamin B6 Enriched Antioxidant-Rich Carrot & Vitamin E Energy & Tissue Formation 2-Month Supply
PHYTO£30.614.3★63 rev
PHYTO 2x120 Capsules Phytophanere Natural Hair Loss Nail & Skin Supplement for Men & Women Biotin & Vitamin B6 Enriched Antioxidant-Rich Carrot & Vitamin E Energy & Tissue Formation 4-Month Supply
PHYTO£48.874.4★44 rev
PHYTO Cyane Men Hair Loss Treatment for Men 12 Bulbs
Phyto£33.124.3★61 rev
PHYTO Phytocyane Anti-Hair Loss Treatment For Women 12 x 5 ml
Phyto£32.344.2★46 rev
PHYTO 1625-11447 Phytocyane Tratamiento Anticaida Reaccion Women 12 X 5 ml for Women Made for Everyday use 5 ml
Phyto£28.474.3★178 rev
Newest
by launch date
Phyto Paris - Phyto 7 - Universal Sublimatrice Oil - Oil for Dry to Very Dry Hair - Hair Care Versatile - Nourishment Styling and Finish - 99 Percent Natural Ingredients
Phyto£21.84122 rev
PHYTO 120 Capsules Phytophanere Natural Hair Loss Nail & Skin Supplement for Men & Women Biotin & Vitamin B6 Enriched Antioxidant-Rich Carrot & Vitamin E Energy & Tissue Formation 2-Month Supply
PHYTO£30.6163 rev
Yourphyto is the Latest Generation Whole Plant Phytochemical Rich Natural Supplement Uniquely Enhanced with Purified Extracts - Specifically Designed for The Latest National Nutritional Intervention
Your-phyto£18.1839 rev
Phyto Réparation Heat Protection Spray Anti-breakage 150ml
Phyto£15.72634 rev
PHYTO 7 Nourishing Day Cream 50 ml
Phyto£14.39437 rev
Trending
90-day click momentumPhyto Paris - Phyto 7 - Universal Sublimatrice Oil - Oil for Dry to Very Dry Hair - Hair Care Versatile - Nourishment Styling and Finish - 99 Percent Natural Ingredients
Phyto£21.844.2★
PHYTO PhytoColor Coloration Permanente - 4 Brown 112 ml
Phyto£12.114.2★
Phyto Nutrition Ultra Nourishing Mask 200ml
Phyto£18.913.6★
Phyto 1625-07124 Phytodefrisant Tratamiento Retoque Antiencrespamiento 50 ml for Adults Made for Everyday use 50 ml
Phyto£16.323.8★
PHYTO Cyane Men Hair Loss Treatment for Men 12 Bulbs
Phyto£33.124.3★
What buyers say about phyto
What buyers praise and complain about, mined from review topics.What buyers love
“Very effective”
“Great for acne prone skin”
“Worth the money”
“Very hydrating”
“Glowy”
“Easy to swallow”
“Its even made my lips less dry”
“Amazing, survived my hair and i got new baby hair”
“Gives my fine hair a great texture”
“it is obvious this works”
What buyers complain about
“I wouldnt say it has a fragrance”
“it made my hair dry and flaky”
“are expensive,”
“It is a thick gel like consistency”
“It's made my dandruff much worse, itchy and I'm getting flakes on my clothes which I haven't had before and it's embarrassing”
“They call it clever marketing...I call it a customer con!”
“This is not what I expected from a new, sealed supplement, and I do not feel comfortable consuming it in this condition”
“This raises concerns about the products quality, storage, and safety”
“The bottles are larger then the actual product inside to think your getting more”
“Left my hair feeling really sticky”
Top return reasons
Common questions
- Is phyto profitable to sell on Amazon United Kingdom?
- The niche generates £13K/yr across 47 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -19.3%. Flapen's verdict: Skip it (48/100).
- How competitive is the phyto niche?
- 6 brands and 73 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in phyto?
- Top complaints mined from reviews: Smell, Moist/Dry, Value For Money. The return rate is 0.1%.
- When does demand for phyto peak?
- Demand peaks in Oct–Nov; the busiest month runs 1.7× the quietest.
- What does it cost to enter the phyto niche?
- Listings span £6.62–£48.87; the average listing price is £17.33 (sweet spot $15–$100). The average incumbent carries 382 reviews — the moat a new listing must climb.