---
title: "Shampoo Refill — £173K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/shampoo-refill"
last_updated: "2026-08-09T17:00:37.932Z"
locale: en
meta:
description: "Niche score 46/100 · £173K/yr market · 288K searches/yr · £7.56 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £173K/yr market · 288K searches/yr · £7.56 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Shampoo Refill — £173K/yr Amazon UK Niche (2026) - Flapen"
---
# **shampoo refill**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 35Growth 35Conversion 79Competition 58Returns 100Price range 44Avg price 21Brand share 0Review moat 58Quality gap 30
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.9%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****1,181.95**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£2.80–£24.42**
cheapest 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**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£7.56**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
15K10KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 3.0×
[**Open Trend **](https://flapen.com/research/uk/beauty/shampoo-refill/trend)
## **Top shampoo refill search terms**
- **miniml shampoo**25K/yr+78.8%6.1% conv. - **loreal dream lengths**41K/yr-2.2%6.4% conv. - **dream lengths**44K/yr-5.4%6.2% conv. - **shampoo refill**26K/yr+7.6%3.4% conv. - **elvive dream lengths**24K/yr-17.4%6.5% conv. - **dream lengths shampoo**18K/yr-1.4%10.4% conv. - **minimal shampoo**10K/yr+72.4%5.5% conv. - **loreal dream lengths shampoo**15K/yr-19.5%9.0% conv. - **loreal elvive dream lengths**12K/yr+1.6%5.9% conv. - **shampoo refill pouch**11K/yr-2.1%4.1% conv. [**All search terms **](https://flapen.com/research/uk/beauty/shampoo-refill/search-terms)
## **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.
0%4%£7K8%£14K12%£21K16%£28K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£2.86**4.7★208 rev](https://www.amazon.co.uk/dp/B0DGQBNCFN) [2**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**£11.07**4.6★537 rev](https://www.amazon.co.uk/dp/B0BFBT6V7L) [3**LOréal Paris Elvive Dream Lengths Restoring Shampoo With Vegetal Keratin & Castor Oil Helps Repair & Reinforce Fragile Lengths Seals Split Ends 1000ml**L'Oreal Paris**£6.80**4.7★254 rev](https://www.amazon.co.uk/dp/B0DGQCWRTF) [4**LOreal Paris Elvive Dream Lengths No Haircut Cream Leave In Conditioner 6.8 fl. oz.**L'Oreal Paris**£7.88**4.6★16,943 rev](https://www.amazon.co.uk/dp/B07X7HPYNS) [5**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**£5.79**4.3★105 rev](https://www.amazon.co.uk/dp/B0CLSBMKMB)
**~~View all top sellers →~~**
### **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**£18.95**1 rev2mo ago](https://www.amazon.co.uk/dp/B0GY54MQGL) [**Miniml Balancing Shampoo - Uplifting Pink Grapefruit 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Healthy Balanced Hydrated Hair**Miniml**£3.02**6 rev5mo ago](https://www.amazon.co.uk/dp/B0GJFX4MDV) [**Miniml Nourishing Shampoo - Calming Lavender 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo with Pro-Vitamin B5 for Soft Smooth Strengthened Hair**Miniml**£3.26**7 rev5mo ago](https://www.amazon.co.uk/dp/B0GJFTMC73) [**Miniml Clarifying Shampoo - Refreshing Tea Tree & Mint 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Oily Hair & Scalp**Miniml**£2.94**26 rev5mo ago](https://www.amazon.co.uk/dp/B0GJG23CQN) [**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**£7.27**12 rev1y ago](https://www.amazon.co.uk/dp/B0FB42ZSD8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£18.95**5.0★**▲ 289%**](https://www.amazon.co.uk/dp/B0GY54MQGL) [**Miniml Clarifying Shampoo - Refreshing Tea Tree & Mint 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Oily Hair & Scalp**Miniml**£2.94**4.6★**▲ 282%**](https://www.amazon.co.uk/dp/B0GJG23CQN) [**Miniml Nourishing Shampoo - Calming Lavender 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo with Pro-Vitamin B5 for Soft Smooth Strengthened Hair**Miniml**£3.26**3.7★**▲ 272%**](https://www.amazon.co.uk/dp/B0GJFTMC73) [**Miniml Balancing Shampoo - Uplifting Pink Grapefruit 400ml 99.6% Natural Vegan & Cruelty-Free Shampoo for Healthy Balanced Hydrated Hair**Miniml**£3.02**4.4★**▲ 257%**](https://www.amazon.co.uk/dp/B0GJFX4MDV) [**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**£7.27**4.1★**▲ 238%**](https://www.amazon.co.uk/dp/B0FB42ZSD8)
**~~View all trending →~~**
## **What buyers say about shampoo refill**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**22%
*“Nice clean fragrance”*
**Value For Money**17%
*“Good price”*
**Quality-Overall**11%
*“Great quality hair mask”*
**Soft Feel**10%
*“leaves hair soft”*
**Moist/Dry**5%
*“Makes it easier to dry”*
**Hair Styling**4%
*“Great at protecting my hair”*
**Suitability Straight Hair**2%
*“made my hair glow”*
**Advertised Vs Actual Product**2%
*“Very good as it has described”*
**Brightness/Shine/Glow**2%
*“It adds a bit of shine”*
**Durability**1%
*“so the bottle lasts quite a while”*
### **What buyers complain about **
**Smell**14%
*“Lavender is overpowering”*
**Damage/Burn Hair**9%
*“damage to my hair has reduced”*
**Leak-Proof**7%
*“It was leaking and damaged”*
**Language Issues**5%
*“No english on bottle”*
**Oily/Greasy**5%
*“Awful hair oil”*
**Moist/Dry**4%
*“ends dry”*
**Size-Overall**4%
*“Only complaint is that the bottle isnt bigger”*
**Value For Money**4%
*“did find a bit cheaper some where else”*
**Functionality-Overall**3%
*“doesnt work”*
**Instructions/User Manual/Troubleshooting**2%
*“No English instructions”*
### **Top return reasons **
**Leak-Proof**22%
**Language Issues**17%
**Advertised Vs Actual Product**17%
**Value For Money**11%
**Defective Material/Parts**7%
**Suitability Short Hair**7%
**Moist/Dry**4%
**Product Condition**4%
**Instructions/User Manual/Troubleshooting**4%
**Size-Overall**4%
## **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.
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