---
title: "kids shampoo — $8.7M/yr Amazon United States Niche, Score 72/100 - Flapen"
canonical_url: "https://flapen.com/research/us/baby-products/kids-shampoo"
last_updated: "2026-07-20T23:28:03.706Z"
locale: en
meta:
description: "kids shampoo clears our launch bar: a $8.7M/yr market growing +13.8% this quarter with returns at 0.4%. Data updated Jul 2026."
"og:description": "kids shampoo clears our launch bar: a $8.7M/yr market growing +13.8% this quarter with returns at 0.4%. Data updated Jul 2026."
"og:title": "kids shampoo — $8.7M/yr Amazon United States Niche, Score 72/100 - Flapen"
---
# **kids shampoo**
**Launch it**
A $8.7M/yr market growing +13.8% this quarter with returns at 0.4% — clears our launch bar.
Market size 100Growth 42Conversion 91Competition 84Returns 98Price range 78Avg price 79Brand share 80Review moat 22Quality gap 21
**Market size**
**Incredible****$8.7M**
$8.7M/yr · 4.8M searches
**Returns**
**Incredible****0.4%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****10.9%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****31%**
top-5 click share — an open shelf
**Brand share**
**Great****55%**
top-5 brand share — no brand owns this niche
**Avg price**
**Great****$16.50**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$5.17–$51.39**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+13.8%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****10,301.33**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, kids shampoo is a $8.7M/yr Amazon United States market (4.8M searches/yr). The top 5 brands hold 55% of demand. Demand peaks in Jun. Verdict: Launch it — 72/100.
Data updated Jul 10, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **500K–600K**
- avg 8,000–10,000/product
- **Revenue / yr**
- **$8.3M–$9.9M**
- units × avg price
- **Launch success**
- **100%**
- 7 of 7 new (360d)
- **Conversion rate**
- **10.9%**
- **Avg BSR**
- **#195**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **83%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **65 months**
- **Avg seller age**
- **125 days**
## **Competition**
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.
**Brands**
**21 **▼falling
**Sellers**
**709**
**Top-5 brand share**
**55%**
Top 20: 99%
**Top-5 click share**
**31%**
Top 20: 63%
**Open market**
**39%**
- Aveeno Baby25% - The Honest Company9% - Fairy Tales8% - Aussie7% - Dial7% - Suave6%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +13.8% search growth over the last 90 days.
150K100KPrime Day '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jun · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/baby-products/kids-shampoo/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%$261K6%$521K9%$782K12%$1.0M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 63 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Aveeno Kids Sensitive Skin Face & Body Wash Nourishing Oat Extract Wash Away Dirt and Germs Without Drying Kids Body Wash is Tear-Free Hypoallergenic Sulfate- & Dye-Free 18 Fl Oz**Aveeno Baby**$10.32**4.8★5,407 rev](https://www.amazon.com/dp/B0B3FVL358) [2**Aveeno Kids Shampoo & Conditioner Formulated With Oat Extract to Gently Cleanse Condition & Detangle Kids Hair For Sensitive Skin and Scalp Hypoallergenic 12 Fl Oz**Aveeno Baby**$8.00**4.8★3,842 rev](https://www.amazon.com/dp/B0B3FVQ6L6) [3**Aussie Kids Hair Care Bundle Set Including: Shampoo (16 Fl Oz) Conditioner (16 Fl Oz) & Detangler Spray (8 Fl Oz) Paraben- Freem Sulfate-Free Dye-Free Cruelty-Free Tangle-Free Styling**Aussie**$12.53**4.8★6,408 rev](https://www.amazon.com/dp/B09GTMR23B) [4**Fairy Tales Daily Cleanse Kids Body Wash | Kids Soap With Gentle Clean Natural Ingredients | Sulfate Free Silicone Free Body Wash for Boys and Girls - 16 oz.**Fairy Tales**$9.52**4.6★1,065 rev](https://www.amazon.com/dp/B0B8TCGW3Z) [5**SoCozy 3 in 1 Kids Shampoo + Conditioner + Body Wash (16 Fl Oz) Gentle Hydrating Hair & Body Cleanser with Keratin Vitamin B5 & Kiwi Extract Paraben & Sulfate-Free**SO COZY**$10.47**4.5★7,261 rev](https://www.amazon.com/dp/B082JHTVYC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**The Honest Company Cleansing 2-in-1 Shampoo + Body Wash Gentle on Skin Dermatologist Tested Tear Free Hypoallergenic Disney and Pixars Toy Story Orange Creamsicle**The Honest Company**$10.27**46,427 rev2mo ago](https://www.amazon.com/dp/B0GS3N16LN) [**Pipette Kids Daily Haircare Trio Pack of 3 Includes Leave-In Detangler Gentle Tear-Free Nourishing Kids and Toddler Shampoo and Conditioner Non-Toxic and Hypoallergenic Orange and Vanilla Scent**Pipette**$26.55**90 rev8mo ago](https://www.amazon.com/dp/B0FWD6JMCZ) [**The Honest Company 2-in-1 Cleansing Shampoo Body Wash Gentle Enough for Baby Dermatologist Tested Tear-free Hypoallergenic Disneys Mickey Mouse Comfort Sweet Cream 10 fl oz**The Honest Company**$10.29**46,427 rev9mo ago](https://www.amazon.com/dp/B0FR7NV98D) [**Suave Kids SpongeBob SquarePants 3-in-1 Kids Shampoo and Body Wash Conditioner JellyFish Splash Scent Tear-Free & Gentle Dermatologist Tested 28 fl oz Pump 4 Count**Suave**$23.17**310 rev10mo ago](https://www.amazon.com/dp/B0FQQPSSKC) [**Suave Kids 3-in-1 Tear Free Body Wash Shampoo and Conditioners Dermartologist Tested Watermelon Wonder 18 Oz Pack of 6**Suave**$24.28**728 rev10mo ago](https://www.amazon.com/dp/B0FP1CCGSB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**The Honest Company Cleansing 2-in-1 Shampoo + Body Wash Gentle on Skin Dermatologist Tested Tear Free Hypoallergenic Disney and Pixars Toy Story Orange Creamsicle**The Honest Company**$10.27**4.7★**▲ 296%**](https://www.amazon.com/dp/B0GS3N16LN) [**Pipette Kids Daily Haircare Trio Pack of 3 Includes Leave-In Detangler Gentle Tear-Free Nourishing Kids and Toddler Shampoo and Conditioner Non-Toxic and Hypoallergenic Orange and Vanilla Scent**Pipette**$26.55**4.5★**▲ 216%**](https://www.amazon.com/dp/B0FWD6JMCZ) [**Suave Kids SpongeBob SquarePants 3-in-1 Kids Shampoo and Body Wash Conditioner JellyFish Splash Scent Tear-Free & Gentle Dermatologist Tested 28 fl oz Pump 4 Count**Suave**$23.17**4.7★**▲ 179%**](https://www.amazon.com/dp/B0FQQPSSKC) [**Suave Kids Marvel Spiderman 3 in 1 Shampoo Conditioner Body Wash Fresh Spider Sense Tear-Free & Gentle Dermatologist Tested 4 Count 28 FL OZ Pump**Suave**$27.36**4.7★**▲ 174%**](https://www.amazon.com/dp/B0FP18KLS9) [**Fairy Tales Sun & Swim Kids Body Wash - Chlorine Removal After-Pool Body Wash for Kids Washes Off Salt Sunscreen & Pool Residue - Delicious Tropical Scent - 16oz**Fairy Tales**$9.84**4.5★**▲ 164%**](https://www.amazon.com/dp/B09VCQKVVC)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**35%
*“smells clean”*
**Quality-Overall**9%
*“Excellent product”*
**Soft Feel**9%
*“Leaves hair soft”*
**Value For Money**5%
*“Good deal”*
**Moist/Dry**4%
*“Very moisturizing”*
**Cleansing**4%
*“Excellent cleanser,”*
**Lather**3%
*“doesnt take a lot to lather”*
**Allergies**3%
*“doesnt irritate the skin”*
**Ease Of Cleaning**2%
*“It cleans well”*
**Ease Of Use**2%
*“easy to brush”*
### **What buyers complain about **
**Smell**16%
*“Awful smell”*
**Allergies**11%
*“Terrible rash”*
**Leak-Proof**7%
*“Leaked”*
**Moist/Dry**6%
*“Does not hydrate”*
**Value For Money**3%
*“Waste of money”*
**Motor Power**3%
*“Pump doesn't work”*
**Sensitivity-Overall**3%
*“super sensitive skin”*
**Hair Related**3%
*“my hair felt like crap”*
**Ease Of Use**2%
*“Unable to use”*
**Ease Of Cleaning**2%
*“doesnt get the hair very clean”*
### **Top return reasons **
**Leak-Proof**28%
**Smell**18%
**Motor Power**13%
**Size-Overall**8%
**Value For Money**7%
**Advertised Vs Actual Product**5%
**Functionality-Overall**2%
**Moist/Dry**2%
**Ingredients-Overall**2%
**Product Condition**1%
## **Common questions**
- **Is kids shampoo profitable to sell on Amazon United States?**
- The niche generates $8.7M/yr across 63 tracked products. 7 of 7 products launched in the last 360 days are still selling. 90-day search growth is +13.8%. Flapen's verdict: Launch it (72/100).
- **How competitive is the kids shampoo niche?**
- 21 brands and 709 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 55% of demand.
- **What do buyers complain about in kids shampoo?**
- Top complaints mined from reviews: Smell, Allergies, Leak-Proof. The return rate is 0.4%.
- **When does demand for kids shampoo peak?**
- Demand peaks in Jun; the busiest month runs 1.7× the quietest.
- **What does it cost to enter the kids shampoo niche?**
- Listings span $5.17–$51.39; the average listing price is $16.50 (sweet spot $15–$100). The average incumbent carries 10,301 reviews — the moat a new listing must climb.
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