Shampoo
Shampoo clears our launch bar: a $2.1M/yr market growing +10.8% this quarter with returns at 0.1%.
Flapen Score
Top 11% of 2,481 Beauty niches · +10 vs the category median of 47
Is Shampoo profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Shampoo is a £2.1M/yr Amazon United Kingdom market (4.6M searches/yr). The top 5 brands hold 81% of demand. Verdict: Launch it — 57/100.
Shampoo: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Yes. Search demand moved +10.8% over the last 90 days and 8.7% of searches end in a purchase.
£2.1M
revenue / yr
Who owns the niche?
The top 5 brands hold 81% of demand, so 19% of the market is open.
19%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.
0/100
page quality · 35 products
Top Shampoo products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
TRESemmé Rich Moisture Shampoo - With Vitamin E Amino Acids & Ceramide for Deep Hydration Softness Damage Repair & All-Day Moisture Ideal for Dry Damaged Hair 900ml
- Price
- £2.97
- Rating
- 4.8/5
- Reviews
- 2,107
- Age
- 12y ago
Dove Daily Care Shampoo 400ml (Packaging May Vary)
- Price
- £1.88
- Rating
- 4.7/5
- Reviews
- 813
- Age
- 9y ago
Pantene Grow Strong Shampoo with Biotin & Protein Strengthener 1L XXL Pump
- Price
- £5.69
- Rating
- 4.6/5
- Reviews
- 4,120
- Age
- 3y ago
Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types
- Price
- £0.83
- Rating
- 4.7/5
- Reviews
- 156
- Age
- 1y ago
TRESemmé Replenish & Cleanse Shampoo with vitamin C Fresh 900 ml Pack of 1
- Price
- £3.06
- Rating
- 4.7/5
- Reviews
- 1,972
- Age
- 5y ago
Trending
90-day click momentum
Dove Scalp + Hair Therapy Soothing Hydration Shampoo hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 400 ml
- Price
- £3.65
- Rating
- 4.4/5
- Reviews
- 112
- Age
- 5mo ago
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
- Price
- £4.13
- Rating
- 4.6/5
- Reviews
- 156
- Age
- 5mo ago
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall* 250 ml
- Price
- £2.21
- Rating
- 4.6/5
- Reviews
- 156
- Age
- 5mo ago
Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types
- Price
- £0.83
- Rating
- 4.7/5
- Reviews
- 156
- Age
- 1y ago
Head & Shoulders Classic Clean 2in1 Anti Dandruff Shampoo 1000ml. Up to 100% Flake Free Clinically Proven. For Any Hair and Scalp Type. For Daily use. Clean Feeling
- Price
- £6.99
- Rating
- 4.8/5
- Reviews
- 11,713
- Age
- 11y ago
Newest
by launch dateDove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
- Price
- £4.13
- Rating
- 4.6/5
- Reviews
- 156
- Age
- 5mo ago
Dove Scalp + Hair Therapy Soothing Hydration Shampoo hair care with Hyaluron-Complex and Pharma-Grade Glycerin for up to 100 hours of hydrated hair* 400 ml
- Price
- £3.65
- Rating
- 4.4/5
- Reviews
- 112
- Age
- 5mo ago
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall* 250 ml
- Price
- £2.21
- Rating
- 4.6/5
- Reviews
- 156
- Age
- 5mo ago
Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types
- Price
- £0.83
- Rating
- 4.7/5
- Reviews
- 156
- Age
- 1y ago
Pantene Molecular Bond Repair Shampoo with Biotin. Pump Bottle Dispenser 1000ml. Pro-V Concentrated Formula for Dry Damaged Hair Protects and Leaves Hair Visibly Healthier and Regenerated
- Price
- £9.36
- Rating
- 4.5/5
- Reviews
- 239
- Age
- 2y ago
Competition: brands, sellers & click share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.
Brands
15 falling
Sellers
224
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
48%
Top 20: 83%
Open market
14%
- TRESemmé32%
- Dove23%
- Pantene11%
- Alberto Balsam9%
- OGX6%
- L'Oreal Paris4%
- Open — no brand owns it (9 brands, 14%)
Shampoo demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.4×
Top Shampoo search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- shampoo2.7M/yr
- tresemme shampoo320K/yr
- dove shampoo214K/yr
- pantene shampoo226K/yr
- shampoos144K/yr
- pantene shampoo and conditioner164K/yr
- pantene125K/yr
- tresemme shampoo and conditioner91K/yr
- hair shampoo96K/yr
- sulfate free shampoo103K/yr
What reviews say buyers love and hate about Shampoo
What buyers mention most, as a share of all reviews.
What buyers love
77% of reviews“smells beautiful”
“Good value and quality arrived quickly”
“Excellent value for money”
“very soft”
“Less hair loss”
What buyers complain about
52% of reviews“Made my hair dry”
“a little itchy”
“So expensive”
“Smells strange”
“Not good leaves my hair flat dull”
Shampoo return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
12%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Shampoo questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
