thickening shampoo
Skip itSoft demand (-8.5% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great7.3%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay£2.75–£26.53cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay77%top-5 brand share — brands hold most of the demand
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Avg price
Okay£10.26avg listing price — sweet spot $15–$100
Market size
Okay£104K£104K/yr · 139K searches
Review moat
Bad5,667.47avg incumbent reviews — the moat a new listing must climb
Growth
Bad-8.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, thickening shampoo is a £104K/yr Amazon United Kingdom market (139K searches/yr). The top 5 brands hold 77% of demand. Verdict: Skip it — 45/100.
Data updated Jul 20, 2026 · scored weekly · How we score niches
thickening shampoo market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £82K–£103K
- units × avg price
- Conversion rate
- 7.3%
- Avg BSR
- #100
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 79%
- Out of stock
- 0.0%
- Avg brand age
- 59 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
96
Top-5 brand share
77%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
18%
- OGX27%
- John Frieda22%
- WATERMANS16%
- Pantene7%
- KÉRASTASE6%
- Plantur 395%
- Open — no brand owns it (8 brands, 18%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top thickening shampoo search terms
- hair thickening shampoo73K/yr
- thickening shampoo59K/yr
- hair thickening shampoo for women7K/yr
Top thickening 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OGX Biotin and Collagen Volumising Hair Shampoo Thick and Full with Vitamin B7 Biotin and Collagen for Fine Hair Sulfate Free Surfactants 385ml
OGX£3.384.4★24,613 rev
Watermans Grow Me Hair Growth Shampoo - Not just a Caffeine Shampoo we include Biotin Argan Oil Rosemary Niacinamide. Hair Thickening Treatment for Women & Men with progressed thinning.
WATERMANS£11.114.2★15,029 rev
John Frieda ProFiller+ Thickening Shampoo and Conditioner 500ml Duo Pack
John Frieda£15.004.5★755 rev
John Frieda PROfiller+ Thickening Shampoo 250ml Fine Hair
John Frieda£5.564.6★117 rev
Pantene LiftNVolume Thickening Shampoo with Biotin Silicone Free 1L
Pantene£5.814.6★3,127 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
Hair Growth Shampoo with Rosemary Oil & Ginger Thickening Formula for Thinning Hair Hair Loss Treatment for Men & Women Sulfate Free Natural Shampoo (300ml (Pack of 1))
Psalmonica£16.8584 rev
John Frieda PROfiller+ Thickening Shampoo 250ml Fine Hair
John Frieda£5.56117 rev
John Frieda PROfiller+ Thickening Shampoo 75ml Travel Size
John Frieda£2.7587 rev
Biotin+ Caffeine Shampoo for Men & Women- Sulphate-Free DHT Blocker Thickening & Volumizing Hair Strengthens Fine & Thinning Hair- Biotin Shampoo with C+ Formula Hair Growth Shampoo 250ml/8.5 fl.oz
FIXXIE, fixxie£7.5945 rev
Trending
90-day click momentumHair Growth Shampoo with Rosemary Oil & Ginger Thickening Formula for Thinning Hair Hair Loss Treatment for Men & Women Sulfate Free Natural Shampoo (300ml (Pack of 1))
Psalmonica£16.855.0★
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★
John Frieda PROfiller+ Thickening Shampoo 250ml Fine Hair
John Frieda£5.564.6★
Nioxin Scalp + Hair Thickening System 2 Kit - Hair Thickening System for Natural Hair with Progressed Thinning - Shampoo Conditioner & Scalp Treatment (150+150+40ml)
NIOXIN£26.534.3★
Biotin+ Caffeine Shampoo for Men & Women- Sulphate-Free DHT Blocker Thickening & Volumizing Hair Strengthens Fine & Thinning Hair- Biotin Shampoo with C+ Formula Hair Growth Shampoo 250ml/8.5 fl.oz
FIXXIE, fixxie£7.594.0★
What buyers say about thickening shampoo
What buyers praise and complain about, mined from review topics.What buyers love
“smells beautiful”
“Nice quality bottle”
“Less hair loss”
“Great value”
“very soft”
“strong lather”
“Really thickens hair”
“Perfect for my hair”
“Exactly what I ordered”
“After using it, my hair looks naturally straight and manageable, so I dont even need to use a straightener”
What buyers complain about
“So expensive”
“hair went full”
“makes it feel very dry”
“this made my eyelids sore and very dry, disappointed”
“Smell is awful”
“Doesn't work”
“does not thicken hair in the slightest”
“Terrible product”
“doesn't seem to be making it thicker”
“Not fit for purpose”
Top return reasons
Common questions
- Is thickening shampoo profitable to sell on Amazon United Kingdom?
- The niche generates £104K/yr across 19 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is -8.5%. Flapen's verdict: Skip it (45/100).
- How competitive is the thickening shampoo niche?
- 14 brands and 96 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 77% of demand.
- What do buyers complain about in thickening shampoo?
- Top complaints mined from reviews: Value For Money, Hair Related, Moist/Dry. The return rate is 0.1%.
- When does demand for thickening shampoo peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the thickening shampoo niche?
- Listings span £2.75–£26.53; the average listing price is £10.26 (sweet spot $15–$100). The average incumbent carries 5,667 reviews — the moat a new listing must climb.