---
title: "Toni and Guy Shampoo — £60K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/toni-and-guy-shampoo"
last_updated: "2026-08-07T17:40:08.816Z"
locale: en
meta:
description: "Niche score 43/100 · £60K/yr market · 74K searches/yr · £6.58 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £60K/yr market · 74K searches/yr · £6.58 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Toni and Guy Shampoo — £60K/yr Amazon UK Niche (2026) - Flapen"
---
# **toni and guy shampoo**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 15Growth 38Conversion 95Competition 44Returns 100Price range 0Avg price 18Brand share 0Review moat 72Quality gap 40
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.3%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****612.05**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
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**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**77**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**59%**
Top 20: 100%
**Open market**
**0%**
- TONI&GUY90% - Allglazz5% - beauty mix4% - Generic1%
## **Demand & seasonality**
Weekly Amazon search volume, last 58 weeks — +10.7% search growth over the last 90 days.
2K1KPrime Day '25Spike '25Black Friday '25Spike '26 seasonJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/toni-and-guy-shampoo/trend)
## **Top toni and guy shampoo search terms**
- **toni and guy shampoo**19K/yr+44.9%9.8% conv. - **toni and guy shampoo and conditioner**23K/yr+5.3%12.6% conv. - **toni and guy**14K/yr-12.8%5.1% conv. - **tony and guy shampoo**7K/yr+14.6%10.8% conv. - **tony and guy**4K/yr+6.1%5.8% conv. - **toni & guy shampoo**4K/yr-7.4%11.4% conv. - **toni & guy**3K/yr-23.3%2.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/toni-and-guy-shampoo/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.
0%10%£6K20%£12K30%£18K40%£24K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Toni & Guy Professional Damage Repair Shampoo With Keratin Active Technology Strengthening & Nourishing for Dry Brittle & Damaged Hair 250ml**TONI&GUY**£4.34**4.6★930 rev](https://www.amazon.co.uk/dp/B006L6A06Q) [2**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**£4.63**4.3★945 rev](https://www.amazon.co.uk/dp/B006L69YR2) [3**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**£13.48**4.5★171 rev](https://www.amazon.co.uk/dp/B07XLB1649) [4**Toni & Guy Nourish Damaged Conditioner With Keratin Active Technology Strengthening & Nourishing for Dry Brittle & Damaged Hair 250ml**TONI&GUY**£3.84**4.6★1,284 rev](https://www.amazon.co.uk/dp/B006L6A10G) [5**Toni & Guy Illuminate Blonde Shampoo to Enhance Shine for Coloured Highlights and Natural Blonde Hair 250ml**TONI&GUY**£4.72**4.5★353 rev](https://www.amazon.co.uk/dp/B006L6A2A0)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**6 Pack Toni & Guys Damage Repair Conditioner 250ml**Generic**£8.31**22 rev9mo ago](https://www.amazon.co.uk/dp/B0FX563YNS) [**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**£8.15**37 rev1y ago](https://www.amazon.co.uk/dp/B015DNOGBM) [**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**£8.12**103 rev1y ago](https://www.amazon.co.uk/dp/B0DGLFB2X1) [**Toni & Guy Bundle of Shampoo 250ml and Conditioner 250ml that intensely Nourishes Damaged Hair Making Stronger and More Resilient With Every Wash**TONI&GUY**£7.45**86 rev2y ago](https://www.amazon.co.uk/dp/B0CPT5G7MK) [**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**£8.82**14 rev5y ago](https://www.amazon.co.uk/dp/B098P8X5PF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**3 Pack of 250ml Toni & Guy Damage Repair Conditioner Fibre Strengthening System Hair becomes Stronger and More Resilient With Every Wash For a Smooth Finish**TONI&GUY**£5.04**4.3★**▲ 230%**](https://www.amazon.co.uk/dp/B098L9HVLQ) [**Toni & Guy Professional Damage Repair Shampoo With Keratin Active Technology Strengthening & Nourishing for Dry Brittle & Damaged Hair 250ml**TONI&GUY**£4.34**4.6★**▲ 45%**](https://www.amazon.co.uk/dp/B006L6A06Q) [**Toni & Guy Nourish Damaged Conditioner With Keratin Active Technology Strengthening & Nourishing for Dry Brittle & Damaged Hair 250ml**TONI&GUY**£3.84**4.6★**▲ 40%**](https://www.amazon.co.uk/dp/B006L6A10G) [**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**£4.63**4.3★**▲ 17%**](https://www.amazon.co.uk/dp/B006L69YR2) [**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**£8.12**4.6★**▲ 16%**](https://www.amazon.co.uk/dp/B0DGLFB2X1)
**~~View all trending →~~**
## **What buyers say about toni and guy shampoo**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**21%
*“realy fresh smell”*
**Soft Feel**20%
*“hair feels softer”*
**Quality-Overall**19%
*“Excellent product”*
**Value For Money**10%
*“Great product cheaper than boots”*
**Hair Growth**7%
*“My hair feels and looks so much smoother, healthier, and is much easier to manage”*
**Suitability Curly Hair**3%
*“Amazing conditioner for my afro/relaxed hair type”*
**Suitability Straight Hair**2%
*“Good for fine hair”*
**Size-Overall**2%
*“Good size bottles haven't used it yet so can't comment on that”*
**Color**2%
*“Love this dont have t colour as much with this”*
**Shape/Style**2%
*“Works well for styling too”*
### **What buyers complain about **
**Suitability Short Hair**19%
*“Not right for my hair”*
**Adhesion/Stickiness**13%
*“Leaves sticky residue in hair even with small amounts”*
**Functionality-Overall**13%
*“Try it didnt work for me”*
**Advertised Vs Actual Product**13%
*“Not like how it is described”*
**Suitability Straight Hair**13%
*“Too heavy for fine hair”*
**Smell**9%
*“smell isn't pleasant”*
**Moist/Dry**6%
*“after continuing using it did slightly dry my hair out”*
### **Top return reasons **
**Leak-Proof**50%
**Oily/Greasy**13%
**Defective Material/Parts**13%
**Instructions/User Manual/Troubleshooting**13%
**Advertised Vs Actual Product**13%
## **Common questions**
- **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.
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