shampoo refill
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great7.9%search→purchase rate — share of searches ending in a sale
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,181.95avg incumbent reviews — the moat a new listing must climb
Price range
Okay£2.80–£24.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£173K£173K/yr · 288K searches
Growth
Okay+7.9%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.56avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, shampoo refill is a £173K/yr Amazon United Kingdom market (288K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 46/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
shampoo refill market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- £151K–£189K
- units × avg price
- Conversion rate
- 7.9%
- Avg BSR
- #560
- Page quality
- 0%
- Prime
- 86%
- Sponsored
- 30%
- Out of stock
- 2.2%
- Avg brand age
- 58 months
- Avg seller age
- 151 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
3 flat
Sellers
203
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
50%
Top 20: 82%
Open market
0%
- L'Oreal Paris77%
- Miniml22%
- L'ORÉAL1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.9% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 3.0×
Top shampoo refill search terms
- miniml shampoo25K/yr
- loreal dream lengths41K/yr
- dream lengths44K/yr
- shampoo refill26K/yr
- elvive dream lengths24K/yr
- dream lengths shampoo18K/yr
- minimal shampoo10K/yr
- loreal dream lengths shampoo15K/yr
- loreal elvive dream lengths12K/yr
- shampoo refill pouch11K/yr
Top shampoo refill 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
LOréal Paris Elvive Dream Lengths Restoring Shampoo Recyclable Refill Pouch with Vegetal Keratin & Castor Oil for Long Hair Suitable for all hair textures -60% less plastic Value format 500ml
L'Oreal Paris£2.864.7★208 rev
LOreal Paris Elvive Dream Lengths Shampoo and Conditioner Set for Long Hair Nourishing & Strengthening Treatment to Prevent Hair Breakage Enriched with Castor Oil
L'Oreal Paris£11.074.6★537 rev
LOréal Paris Elvive Dream Lengths Restoring Shampoo With Vegetal Keratin & Castor Oil Helps Repair & Reinforce Fragile Lengths Seals Split Ends 1000ml
L'Oreal Paris£6.804.7★254 rev
LOreal Paris Elvive Dream Lengths No Haircut Cream Leave In Conditioner 6.8 fl. oz.
L'Oreal Paris£7.884.6★16,943 rev
Miniml Natural Hair Shampoo Eco Friendly 1L Refill Pink Grapefruit & Aloe Vera Men and Womens Sensitive Scalp & Skin Cruelty Free Vegan Shampoo - for Greasy Curly Dry and Dandruff Hair
Miniml£5.794.3★105 rev
Newest
by launch date
LOreal Paris Elvive Dream Lengths Ultimate Haircare Set 400ml Shampoo 300ml Conditioner 300ml Saviour Mask & 100ml Frizz Killer Serum (4-Piece Set)
L'Oreal Paris£18.951 rev
Miniml Balancing Shampoo - Uplifting Pink Grapefruit 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Healthy Balanced Hydrated Hair
Miniml£3.026 rev
Miniml Nourishing Shampoo - Calming Lavender 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo with Pro-Vitamin B5 for Soft Smooth Strengthened Hair
Miniml£3.267 rev
Miniml Clarifying Shampoo - Refreshing Tea Tree & Mint 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Oily Hair & Scalp
Miniml£2.9426 rev
Miniml Natural Hair Shampoo Eco Friendly 1L Bottle Pink Grapefruit and Aloe Vera Men and Womens Sensitive Scalp and Skin Cruelty Free Vegan Shampoo - For Greasy Curly Dry and Dandruff Hair
Miniml£7.2712 rev
Trending
90-day click momentumLOreal Paris Elvive Dream Lengths Ultimate Haircare Set 400ml Shampoo 300ml Conditioner 300ml Saviour Mask & 100ml Frizz Killer Serum (4-Piece Set)
L'Oreal Paris£18.955.0★
Miniml Clarifying Shampoo - Refreshing Tea Tree & Mint 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Oily Hair & Scalp
Miniml£2.944.6★
Miniml Nourishing Shampoo - Calming Lavender 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo with Pro-Vitamin B5 for Soft Smooth Strengthened Hair
Miniml£3.263.7★
Miniml Balancing Shampoo - Uplifting Pink Grapefruit 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Healthy Balanced Hydrated Hair
Miniml£3.024.4★
Miniml Natural Hair Shampoo Eco Friendly 1L Bottle Pink Grapefruit and Aloe Vera Men and Womens Sensitive Scalp and Skin Cruelty Free Vegan Shampoo - For Greasy Curly Dry and Dandruff Hair
Miniml£7.274.1★
What buyers say about shampoo refill
What buyers praise and complain about, mined from review topics.What buyers love
“Nice clean fragrance”
“Good price”
“Great quality hair mask”
“leaves hair soft”
“Makes it easier to dry”
“Great at protecting my hair”
“made my hair glow”
“Very good as it has described”
“It adds a bit of shine”
“so the bottle lasts quite a while”
What buyers complain about
“Lavender is overpowering”
“damage to my hair has reduced”
“It was leaking and damaged”
“No english on bottle”
“Awful hair oil”
“ends dry”
“Only complaint is that the bottle isnt bigger”
“did find a bit cheaper some where else”
“doesnt work”
“No English instructions”
Top return reasons
Common questions
- Is shampoo refill profitable to sell on Amazon United Kingdom?
- The niche generates £173K/yr across 37 tracked products. 0 of 8 products launched in the last 360 days are still selling. 90-day search growth is +7.9%. Flapen's verdict: Skip it (46/100).
- How competitive is the shampoo refill niche?
- 3 brands and 203 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in shampoo refill?
- Top complaints mined from reviews: Smell, Damage/Burn Hair, Leak-Proof. The return rate is 0.1%.
- When does demand for shampoo refill peak?
- Demand peaks in Nov; the busiest month runs 3.0× the quietest.
- What does it cost to enter the shampoo refill niche?
- Listings span £2.80–£24.42; the average listing price is £7.56 (sweet spot $15–$100). The average incumbent carries 1,182 reviews — the moat a new listing must climb.