---
title: "Shampoo — £2.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/shampoo"
last_updated: "2026-08-09T17:01:00.905Z"
locale: en
meta:
description: "Niche score 57/100 · £2.1M/yr market · 4.6M searches/yr · £5.20 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 57/100 · £2.1M/yr market · 4.6M searches/yr · £5.20 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Shampoo — £2.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **shampoo**
**Launch it**
A $2.1M/yr market growing +10.8% this quarter with returns at 0.1% — clears our launch bar.
Market size 95Growth 38Conversion 82Competition 61Returns 100Price range 20Avg price 14Brand share 39Review moat 24Quality gap 28
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Incredible****£2.1M**
£2.1M/yr · 4.6M searches
**Conversion**
**Great****8.7%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****81%**
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**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,011.2**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Bad****£0.80–£18.52**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Bad****£5.20**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
125K75KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/shampoo/trend)
## **Top shampoo search terms**
- **shampoo**2.7M/yr+8.2%5.1% conv. - **tresemme shampoo**320K/yr+34.2%10.6% conv. - **dove shampoo**214K/yr+26.9%8.2% conv. - **pantene shampoo**226K/yr+21.5%3.5% conv. - **shampoos**144K/yr+5.2%0.5% conv. - **pantene shampoo and conditioner**164K/yr-9.3%0.6% conv. - **pantene**125K/yr-6.8%1.1% conv. - **tresemme shampoo and conditioner**91K/yr+31.0%10.1% conv. - **hair shampoo**96K/yr-0.6%2.8% conv. - **sulfate free shampoo**103K/yr-15.2%2.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/shampoo/search-terms)
## **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.
0%5%£103K10%£206K15%£309K20%£412K1001K10K100K 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**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**£2.97**4.8★2,107 rev](https://www.amazon.co.uk/dp/B08C7CDFXF) [2**Dove Daily Care Shampoo 400ml (Packaging May Vary)**Dove**£1.88**4.7★813 rev](https://www.amazon.co.uk/dp/B06XW5J3MC) [3**Pantene Grow Strong Shampoo with Biotin & Protein Strengthener 1L XXL Pump**Pantene**£5.69**4.6★4,120 rev](https://www.amazon.co.uk/dp/B0BKLH6D8Y) [4**Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types**Alberto Balsam**£0.83**4.7★156 rev](https://www.amazon.co.uk/dp/B0F5X9YQRS) [5**TRESemmé Replenish & Cleanse Shampoo with vitamin C Fresh 900 ml Pack of 1**TRESemmé**£3.06**4.7★1,972 rev](https://www.amazon.co.uk/dp/B08P58YRFD)
**~~View all top sellers →~~**
### **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**£4.13**156 rev5mo ago](https://www.amazon.co.uk/dp/B0G3X3837T) [**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**£3.65**112 rev5mo ago](https://www.amazon.co.uk/dp/B0G3X1LSJQ) [**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**£2.21**156 rev5mo ago](https://www.amazon.co.uk/dp/B0G3WXM9TC) [**Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types**Alberto Balsam**£0.83**156 rev1y ago](https://www.amazon.co.uk/dp/B0F5X9YQRS) [**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**£9.36**239 rev2y ago](https://www.amazon.co.uk/dp/B0D6GSNQVC)
**~~View all new products →~~**
### **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**Dove**£3.65**4.4★**▲ 175%**](https://www.amazon.co.uk/dp/B0G3X1LSJQ) [**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**£4.13**4.6★**▲ 174%**](https://www.amazon.co.uk/dp/B0G3X3837T) [**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**£2.21**4.6★**▲ 169%**](https://www.amazon.co.uk/dp/B0G3WXM9TC) [**Alberto Balsam Sunkissed Raspberry Shampoo - 300ml - 24HR Fragrance - Pro-Vitamin B5 - All Hair Types**Alberto Balsam**£0.83**4.7★**▲ 163%**](https://www.amazon.co.uk/dp/B0F5X9YQRS) [**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**£6.99**4.8★**▲ 24%**](https://www.amazon.co.uk/dp/B00QPROY9U)
**~~View all trending →~~**
## **What buyers say about shampoo**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**18%
*“smells beautiful”*
**Quality-Overall**14%
*“Good value and quality arrived quickly”*
**Value For Money**14%
*“Excellent value for money”*
**Soft Feel**10%
*“very soft”*
**Hair Growth**6%
*“Less hair loss”*
**Lather**4%
*“The shampoo lathers well”*
**Cleansing**4%
*“Fresh and clean”*
**Moist/Dry**3%
*“Moisturised Hair”*
**Advertised Vs Actual Product**3%
*“As described”*
**Size-Overall**2%
*“this shampoo fits nicely too”*
### **What buyers complain about **
**Moist/Dry**8%
*“Made my hair dry”*
**Allergies**8%
*“a little itchy”*
**Value For Money**8%
*“So expensive”*
**Smell**6%
*“Smells strange”*
**Hair Related**4%
*“Not good leaves my hair flat dull”*
**Quality-Overall**4%
*“Bad quality”*
**Functionality-Overall**4%
*“lid did not work”*
**Size-Overall**4%
*“very large”*
**Leak-Proof**3%
*“had leaked”*
**Suitability Short Hair**3%
*“it is not nice on the hair”*
### **Top return reasons **
**Leak-Proof**30%
**Motor Power**13%
**Moist/Dry**7%
**Size-Overall**5%
**Smell**5%
**Value For Money**5%
**Suitability Short Hair**4%
**Advertised Vs Actual Product**4%
**Quality-Overall**4%
**Ingredients-Overall**3%
## **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.
## **Related niches in Beauty**
- 68 [**cellulite massager**](https://flapen.com/research/uk/beauty/cellulite-massager)£199K/yr+31.0%**Worth a look**- 68 [**anti chafing stick**](https://flapen.com/research/uk/beauty/anti-chafing-stick)£446K/yr+174.2%**Worth a look**- 68 [**mens aftershave**](https://flapen.com/research/uk/beauty/mens-aftershave)£5.0M/yr+20.0%**Launch it**- 68 [**face gems**](https://flapen.com/research/uk/beauty/face-gems)£156K/yr+184.1%**Worth a look**- 68 [**england face paint**](https://flapen.com/research/uk/beauty/england-face-paint)£20K/yr>1,000%**Worth a look**- 68 [**primus aged garlic**](https://flapen.com/research/uk/beauty/primus-aged-garlic)£18K/yr+144.2%**Worth a look**[**All Beauty niches **](https://flapen.com/research/uk/beauty)