Is toni and guy shampoo profitable to sell on Amazon United Kingdom?

The niche generates £60K/yr across 19 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +10.7%. Flapen's verdict: Skip it (43/100).

How competitive is the toni and guy shampoo niche?

4 brands and 77 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in toni and guy shampoo?

Top complaints mined from reviews: Suitability Short Hair, Adhesion/Stickiness, Functionality-Overall. The return rate is 0.0%.

When does demand for toni and guy shampoo peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the toni and guy shampoo niche?

Listings span £3.84–£13.89; the average listing price is £6.58 (sweet spot $15–$100). The average incumbent carries 612 reviews — the moat a new listing must climb.

toni and guy shampoo

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible12.3%

search→purchase rate — share of searches ending in a sale

Review moat

Good612.05

avg incumbent reviews — the moat a new listing must climb

Competition

Okay59%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+10.7%

90-day search growth — must beat 0% to launch

Avg price

Bad£6.58

avg listing price — sweet spot $15–$100

Market size

Bad£60K

£60K/yr · 74K searches

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£3.84–£13.89

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, toni and guy shampoo is a £60K/yr Amazon United Kingdom market (74K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 43/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

toni and guy shampoo market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: £53K–£66K; units × avg price
Conversion rate: 12.3%
Avg BSR: #463
Page quality: 0%
Prime: 84%
Sponsored: 11%
Out of stock: 17.9%
Avg brand age: 73 months
Avg seller age: 150 days

Competition & brand share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

59%

Top 20: 100%

Open market

TONI&GUY90%
Allglazz5%
beauty mix4%
Generic1%

Demand & seasonality

Weekly Amazon search volume, last 58 weeks — +10.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top toni and guy shampoo search terms

toni and guy shampoo19K/yr +44.9%9.8% conv.
toni and guy shampoo and conditioner23K/yr +5.3%12.6% conv.
toni and guy14K/yr -12.8%5.1% conv.
tony and guy shampoo7K/yr +14.6%10.8% conv.
tony and guy4K/yr +6.1%5.8% conv.
toni & guy shampoo4K/yr -7.4%11.4% conv.
toni & guy3K/yr -23.3%2.9% conv.

All search terms

Top toni and guy 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Toni & Guy Professional Damage Repair Shampoo With Keratin Active Technology Strengthening & Nourishing for Dry Brittle & Damaged Hair 250ml

TONI&GUY£4.344.6★930 rev

Toni & Guy | Volume Addiction Shampoo for Fine Hair | Perfect for Enhancing Natural Volume Body and Bounce With a Weightless Feel | Fibre Strengthening System | 250ml

TONI&GUY£4.634.3★945 rev

Toni & Guy Damage Repair Shampoo and Conditioner Set Pack of 2 250ml Each with Keratin Active Technology for Stronger Healthier Revitalised Hair - Nourishing Hair Care Duo for Damaged Hair

TONI&GUY£13.484.5★171 rev

Toni & Guy Nourish Damaged Conditioner With Keratin Active Technology Strengthening & Nourishing for Dry Brittle & Damaged Hair 250ml

TONI&GUY£3.844.6★1,284 rev

Toni & Guy Illuminate Blonde Shampoo to Enhance Shine for Coloured Highlights and Natural Blonde Hair 250ml

TONI&GUY£4.724.5★353 rev

Newest

by launch date

6 Pack Toni & Guys Damage Repair Conditioner 250ml

Generic£8.3122 rev

9mo ago

Toni & Guy Men Deep Clean Shampoo with Charcoal Extract 250mlPremium Deep Cleansing Formula for Everyday Freshness Purifying and Revitalizing Hair Care Pack of 3

beauty mix£8.1537 rev

1y ago

T&G Volume Addiction Shampoo & Conditioner for Fine Hair 250ml includes a Shampoo & Conditioner free downloadable eBook from Allglazz just scan the QR code.

Allglazz£8.12103 rev

1y ago

Toni & Guy Bundle of Shampoo 250ml and Conditioner 250ml that intensely Nourishes Damaged Hair Making Stronger and More Resilient With Every Wash

TONI&GUY£7.4586 rev

2y ago

3 Pk of 250 ml Toni & Guy Anti-Dandruff 2in1 Shampoo formulated with Mineral Extracts for Normal to Greasy Hair & Cleanses & Soothes Itchy Scalp Helping to Remove Loose Dandruff in the Hair

TONI&GUY£8.8214 rev

5y ago

What buyers say about toni and guy shampoo

What buyers praise and complain about, mined from review topics.

What buyers love

Smell21%

“realy fresh smell”

Soft Feel20%

“hair feels softer”

Quality-Overall19%

“Excellent product”

Value For Money10%

“Great product cheaper than boots”

Hair Growth7%

“My hair feels and looks so much smoother, healthier, and is much easier to manage”

Suitability Curly Hair3%

“Amazing conditioner for my afro/relaxed hair type”

Suitability Straight Hair2%

“Good for fine hair”

Size-Overall2%

“Good size bottles haven't used it yet so can't comment on that”

Color2%

“Love this dont have t colour as much with this”

Shape/Style2%

“Works well for styling too”

What buyers complain about

Suitability Short Hair19%

“Not right for my hair”

Adhesion/Stickiness13%

“Leaves sticky residue in hair even with small amounts”

Functionality-Overall13%

“Try it didnt work for me”

Advertised Vs Actual Product13%

“Not like how it is described”

Suitability Straight Hair13%

“Too heavy for fine hair”

Smell9%

“smell isn't pleasant”

Moist/Dry6%

“after continuing using it did slightly dry my hair out”

Top return reasons

Leak-Proof50%

Oily/Greasy13%

Defective Material/Parts13%

Instructions/User Manual/Troubleshooting13%