shampoo
Launch itA $2.1M/yr market growing +10.8% this quarter with returns at 0.1% — clears our launch bar.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£2.1M£2.1M/yr · 4.6M searches
Conversion
Great8.7%search→purchase rate — share of searches ending in a sale
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Growth
Okay+10.8%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad6,011.2avg incumbent reviews — the moat a new listing must climb
Price range
Bad£0.80–£18.52cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£5.20avg listing price — sweet spot $15–$100
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.
Data updated Jul 21, 2026 · scored weekly · How we score niches
shampoo market data
- Units sold / yr
- 400K–500K
- avg 10,000–12,500/product
- Revenue / yr
- £2.1M–£2.6M
- units × avg price
- Conversion rate
- 8.7%
- Avg BSR
- #275
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 77%
- Out of stock
- 0.0%
- Avg brand age
- 74 months
- Avg seller age
- 155 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top shampoo search terms
- 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
Top 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
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
TRESemmé£2.974.8★2,107 rev
Dove Daily Care Shampoo 400ml (Packaging May Vary)
Dove£1.884.7★813 rev
Pantene Grow Strong Shampoo with Biotin & Protein Strengthener 1L XXL Pump
Pantene£5.694.6★4,120 rev
Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types
Alberto Balsam£0.834.7★156 rev
TRESemmé Replenish & Cleanse Shampoo with vitamin C Fresh 900 ml Pack of 1
TRESemmé£3.064.7★1,972 rev
Newest
by launch date
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
Dove£4.13156 rev
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
Dove£3.65112 rev
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall* 250 ml
Dove£2.21156 rev
Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types
Alberto Balsam£0.83156 rev
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
Pantene£9.36239 rev
Trending
90-day click momentumDove 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
Dove£3.654.4★
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall 400 ml
Dove£4.134.6★
Dove scalp + hair therapy Density & Growth Shampoo hair care with Amino Complex Zinc and Biotin for up to 90% less hair fall* 250 ml
Dove£2.214.6★
Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types
Alberto Balsam£0.834.7★
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
Head & Shoulders£6.994.8★
What buyers say about shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“smells beautiful”
“Good value and quality arrived quickly”
“Excellent value for money”
“very soft”
“Less hair loss”
“The shampoo lathers well”
“Fresh and clean”
“Moisturised Hair”
“As described”
“this shampoo fits nicely too”
What buyers complain about
“Made my hair dry”
“a little itchy”
“So expensive”
“Smells strange”
“Not good leaves my hair flat dull”
“Bad quality”
“lid did not work”
“very large”
“had leaked”
“it is not nice on the hair”
Top return reasons
Common questions
- Is shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £2.1M/yr across 35 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is +10.8%. Flapen's verdict: Launch it (57/100).
- How competitive is the shampoo niche?
- 15 brands and 224 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in shampoo?
- Top complaints mined from reviews: Moist/Dry, Allergies, Value For Money. The return rate is 0.1%.
- When does demand for shampoo peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the shampoo niche?
- Listings span £0.80–£18.52; the average listing price is £5.20 (sweet spot $15–$100). The average incumbent carries 6,011 reviews — the moat a new listing must climb.