Is keratin shampoo and conditioner profitable to sell on Amazon United States?

The niche generates $1.8M/yr across 39 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +14.2%. Flapen's verdict: Launch it (66/100).

How competitive is the keratin shampoo and conditioner niche?

16 brands and 105 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in keratin shampoo and conditioner?

Top complaints mined from reviews: Smell, Moist/Dry, Value For Money. The return rate is 0.8%.

When does demand for keratin shampoo and conditioner peak?

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

What does it cost to enter the keratin shampoo and conditioner niche?

Listings span $6.97–$78.22; the average listing price is $31.30 (sweet spot $15–$100). The average incumbent carries 5,246 reviews — the moat a new listing must climb.

keratin shampoo and conditioner

Launch it

A $1.8M/yr market growing +14.2% this quarter with returns at 0.8% — clears our launch bar.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Incredible$31.30

avg listing price — sweet spot $15–$100

Market size

Great$1.8M

$1.8M/yr · 701K searches

Price range

Great$6.97–$78.22

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

Conversion

Great8.1%

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

Competition

Good43%

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

Growth

Okay+14.2%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Review moat

Bad5,245.9

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, keratin shampoo and conditioner is a $1.8M/yr Amazon United States market (701K searches/yr). The top 5 brands hold 87% of demand. Verdict: Launch it — 66/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

keratin shampoo and conditioner market data

Units sold / yr: 50K–60K; avg 1,000–1,250/product
Revenue / yr: $1.6M–$1.9M; units × avg price
Conversion rate: 8.1%
Avg BSR: #410
Page quality: 0%
Prime: 100%
Sponsored: 79%
Out of stock: 1.0%
Avg brand age: 70 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 falling

Sellers

105

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

43%

Top 20: 84%

Open market

10%

Keratin Complex50%
CHI14%
BELLISSO12%
OGX6%
PURE NATURE LUX SPA4%
INFRA4%
Open — no brand owns it (10 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +14.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top keratin shampoo and conditioner search terms

keratin complex shampoo and conditioner120K/yr +54.4%13.3% conv.
keratin shampoo143K/yr +17.1%5.0% conv.
keratin shampoo and conditioner158K/yr -0.8%5.0% conv.
chi shampoo and conditioner sets93K/yr -14.2%5.3% conv.
keratin complex shampoo24K/yr +34.7%12.6% conv.
chi shampoo and conditioner25K/yr +1.0%4.1% conv.
keratin shampoo and conditioner set24K/yr +2.9%4.2% conv.
shampoo for keratin treated hair18K/yr +31.2%2.3% conv.
shampoo keratin19K/yr -2.7%3.6% conv.
chi keratin shampoo13K/yr -21.5%5.9% conv.

All search terms

Top keratin shampoo and conditioner 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Keratin Shampoo and Conditioner Set - Sulfate Free and Paraben Free - Salon Thickening Treatment for Dry Damaged Curly Frizzy Straight or Color Treated Hair - Anti Frizz Formula for Women and Men

BELLISSO$23.974.3★46,563 rev

Keratin Complex - Keratin Care Smoothing Shampoo - 13.5 fl oz

Keratin Complex$26.834.7★780 rev

Keratin Complex - Color Care Smoothing Shampoo - 13.5 fl oz

Keratin Complex$25.934.6★1,716 rev

CHI Moisturize It Duo Keratin Shampoo & Conditioner Set Hydrating Formula Restores & Strengthens Hair Sulfate & Paraben-Free 2 Bottles 32 Oz

CHI$38.814.5★2,336 rev

Keratin Complex - Keratin Care Smoothing Shampoo & Conditioner Duo - 33.8 fl oz Each

Keratin Complex$78.224.5★156 rev

Newest

by launch date

Keratin Complex - Healthy Hair Trio - Keratin Care Shampoo & Conditioner 3.4 fl oz & Keratin Obsessed Multi-Benefit Treatment Spray 1.7 fl oz

Keratin Complex$20.75262 rev

2y ago

Keratin Complex - Keratin Care Smoothing Shampoo & Conditioner Duo - 33.8 fl oz Each

Keratin Complex$78.22156 rev

2y ago

Keratin Complex - Color Care Smoothing Shampoo & Conditioner Duo - 33.8 fl oz Each

Keratin Complex$75.301,716 rev

2y ago

Keratin Complex - Keratin Care Retail Kit - Keratin Care Shampoo & Conditioner 13.8 oz each & 5 fl oz Keratin Obsessed

Keratin Complex$68.53347 rev

2y ago

Keratin Complex - KCEXPRESS Treatment Aftercare Kit - Color Care Shampoo Color Care Conditioner Keratin Obsessed

Keratin Complex$67.91347 rev

2y ago

What buyers say about keratin shampoo and conditioner

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

What buyers love

Smell16%

“The scent is fresh”

Soft Feel15%

“Leaves hair soft”

Quality-Overall14%

“Excellent product”

Value For Money7%

“Worth The Money”

Hair Growth7%

“However, it has definitely made my hair more soft and shiny”

Suitability Straight Hair4%

“Love the way my hair feels”

Moist/Dry4%

“It provides superb hydration”

Hair Styling4%

“Great hair investment”

Suitability Curly Hair2%

“Great for Curly Hair”

Cleansing2%

“rinses clean”

What buyers complain about

Smell15%

“Bad smell”

Moist/Dry11%

“Dry”

Value For Money8%

“Not worth the price”

Hair Related7%

“My hair got so bad”

Damage/Burn Hair5%

“Drys out hair very bad”

Quality-Overall3%

“Not as good as it says”

Functionality-Overall3%

“Not effective”

Suitability Short Hair3%

“Not Good for My Hair”

Leak-Proof3%

“it leaked alot”

Allergies3%

“itchy or flakey immediately after my hair drys”

Top return reasons

Leak-Proof15%

Advertised Vs Actual Product14%

Smell11%

Motor Power7%

Size-Overall7%

Suitability Short Hair6%

Value For Money5%

Moist/Dry5%

Functionality-Overall5%

Damage/Burn Hair3%

Common questions

Is keratin shampoo and conditioner profitable to sell on Amazon United States?: The niche generates $1.8M/yr across 39 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is +14.2%. Flapen's verdict: Launch it (66/100).
How competitive is the keratin shampoo and conditioner niche?: 16 brands and 105 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in keratin shampoo and conditioner?: Top complaints mined from reviews: Smell, Moist/Dry, Value For Money. The return rate is 0.8%.
When does demand for keratin shampoo and conditioner peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the keratin shampoo and conditioner niche?: Listings span $6.97–$78.22; the average listing price is $31.30 (sweet spot $15–$100). The average incumbent carries 5,246 reviews — the moat a new listing must climb.

keratin shampoo and conditioner

keratin shampoo and conditioner market data

Competition & brand share

Demand & seasonality

Top keratin shampoo and conditioner search terms

Top keratin shampoo and conditioner products on Amazon

Top sellers

Newest

Trending

What buyers say about keratin shampoo and conditioner

What buyers love

What buyers complain about

Top return reasons

Common questions

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