pureology shampoo
Skip itSoft demand (-8.4% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Price range
Good£2.97–£26.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£197K£197K/yr · 244K searches
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad6,340.26avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.30avg listing price — sweet spot $15–$100
Growth
Bad-8.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, pureology shampoo is a £197K/yr Amazon United Kingdom market (244K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 47/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
pureology shampoo market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- £166K–£208K
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #58
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 70%
- Out of stock
- 0.0%
- Avg brand age
- 83 months
- Avg seller age
- 152 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
215
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
53%
Top 20: 90%
Open market
11%
- Aveeno55%
- L'Oréal Professionnel Paris19%
- OGX5%
- TRESemmé3%
- Shea Moisture3%
- TIGI3%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.4% search growth over the last 90 days.Peak months: Feb, Mar · busiest ÷ quietest = 2.2×
Top pureology shampoo search terms
- aveeno shampoo and conditioner59K/yr
- hydrating shampoo35K/yr
- shampoo for dry hair28K/yr
- moisturising shampoo27K/yr
- loreal absolute repair shampoo16K/yr
- best shampoo for dry damaged hair16K/yr
- aveeno oat milk shampoo9K/yr
- moisture shampoo9K/yr
- shampoo for damaged hair8K/yr
- shampoo dry hair7K/yr
Top pureology 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Aveeno Scalp Soothing Haircare Daily Moisture Shampoo Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 300ml
Aveeno£4.384.5★2,553 rev
LOréal Professionnel Absolut Repair Hydrating Shampoo For Dry hair intense softness & shine moisturising & nourishing
L'Oréal Professionnel Paris£11.234.6★7,000 rev
Aveeno Scalp Soothing Haircare Daily Moisture Conditioner Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 300ml
Aveeno£4.294.6★977 rev
LOréal Professionnel Absolut Repair Hydrating Shampoo 500ml for Dry hair intense softness & shine moisturising & nourishing
L'Oréal Professionnel Paris£16.284.6★7,000 rev
Aveeno Scalp Soothing Haircare Clarify & Shine Shampoo Apple Cider Vinegar Blend for All Hair Types Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 300ml
Aveeno£4.344.5★3,668 rev
Newest
by launch date
Aveeno Scalp Soothing Haircare Daily Moisture Shampoo Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 500ml
Aveeno£6.44129 rev
Aveeno Scalp Soothing Haircare Daily Moisture Conditioner Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 500ml
Aveeno£6.75977 rev
LOréal Paris Shampoo For Dehydrated Hair Elvive Hydra Hyaluronic With Hyaluronic Acid 72H Moisture Boost For Shiny Bouncy Results Suitable For All Hair Textures From Straight To Coily XL 1000ml
L'Oreal Paris£7.56300 rev
Aveeno Scalp Soothing Haircare Daily Moisture Shampoo Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 300ml
Aveeno£4.382,553 rev
Aveeno Scalp Soothing Haircare Daily Moisture Conditioner Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 300ml
Aveeno£4.29977 rev
Trending
90-day click momentum
Aveeno Scalp Soothing Haircare Colour Protect Conditioner Blackberry & Quinoa Blend for Colour Treated Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 300ml
Aveeno£4.414.5★
Aveeno Scalp Soothing Haircare Daily Moisture Conditioner Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 500ml
Aveeno£6.754.6★
Aveeno Scalp Soothing Haircare Daily Moisture Shampoo Oat Milk Blend for Dry Hair Soothes Dry Itchy & Flaky Scalp Clinically Proven Sulfate Free 500ml
Aveeno£6.444.5★
LOréal Paris Shampoo For Dehydrated Hair Elvive Hydra Hyaluronic With Hyaluronic Acid 72H Moisture Boost For Shiny Bouncy Results Suitable For All Hair Textures From Straight To Coily XL 1000ml
L'Oreal Paris£7.564.7★
Wella Professionals Fusion Intense Repair Shampoo - Intense Repair Detangling Shampoo for Dry and Damaged Hair - Smoothening Boost Shine and Protect Hair Against Breakage 1l
Wella Professionals£13.894.6★
What buyers say about pureology shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“It smells beautiful”
“My hair feels smooth”
“Great value and quality arrived quickly”
“Good price”
“their moisturiser is excellent too”
“Effectively cleans my hair”
“does the job”
“I didn't get any irritation either”
“Effectively cleans my hair”
“smooth although did have to use a fair bit of shampoo to get a lather”
What buyers complain about
“after using it I experienced quite a lot of itching”
“doesnt seem that moisturising”
“This is overpriced”
“Smells strange”
“had leaked”
“The quality of the shampoo is horrible”
“Made my hair fall out”
“Doesnt perform particularly well either unfortunately”
“My scalp was left itchy, sore and flaking, my hair dry, breaking and falling out”
“Ingredients are not perfect”
Top return reasons
Common questions
- Is pureology shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £197K/yr across 27 tracked products. 90-day search growth is -8.4%. Flapen's verdict: Skip it (47/100).
- How competitive is the pureology shampoo niche?
- 12 brands and 215 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in pureology shampoo?
- Top complaints mined from reviews: Allergies, Moist/Dry, Value For Money. The return rate is 0.1%.
- When does demand for pureology shampoo peak?
- Demand peaks in Feb–Mar; the busiest month runs 2.2× the quietest.
- What does it cost to enter the pureology shampoo niche?
- Listings span £2.97–£26.88; the average listing price is £8.30 (sweet spot $15–$100). The average incumbent carries 6,340 reviews — the moat a new listing must climb.