keratin supplements
Skip itSoft demand (-12.6% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Avg price
Great$21.98avg listing price — sweet spot $15–$100
Price range
Great$9.07–$84.85cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good66%top-5 brand share — brands hold most of the demand
Conversion
Good5.5%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Market size
Bad$100K$100K/yr · 83K searches
Review moat
Bad4,647.41avg incumbent reviews — the moat a new listing must climb
Growth
Bad-12.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, keratin supplements is a $100K/yr Amazon United States market (83K searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Aug. Verdict: Skip it — 49/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
keratin supplements market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $88K–$110K
- units × avg price
- Conversion rate
- 5.5%
- Avg BSR
- #392
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.8%
- Avg brand age
- 60 months
- Avg seller age
- 137 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
17 rising
Sellers
591
Top-5 brand share
66%
Top 20: 100%
Top-5 click share
63%
Top 20: 98%
Open market
28%
- Nutricost20%
- Double Wood Supplements17%
- NUTRAHARMONY11%
- Vitamatic10%
- NeoCell8%
- Swanson6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.6% search growth over the last 90 days.Peak months: Aug · busiest ÷ quietest = 1.6×
Top keratin supplements search terms
- keratin supplements51K/yr
- keratin vitamins8K/yr
- keratin supplement8K/yr
- keratin pills5K/yr
- keratin supplements for hair growth5K/yr
- keratin vitamins for hair growth4K/yr
- keratin capsules3K/yr
Top keratin supplements 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Nutricost Keratin Hydrolized Peptide Capsules - 500MG 120 Capsules (60 Servings) - Non-GMO Gluten-Free Formula
Nutricost$14.794.5★230 rev
Keratin Hair Growth Vitamin (500mg per Serving 120 Pills) Keratin Hair Treatment for Men and Women (Vital Protein for Hair Skin and Nails) Vitaminas para El Cabello Vegan Safe by Double Wood
Double Wood Supplements$19.704.5★1,544 rev
Vitamatic Hydrolyzed Keratin 500mg per Serving - 120 Vegetarian Capsules - Keratin Supplements for Healthy Hair Skin & Nails for Adults
Vitamatic$13.504.5★180 rev
Biotin | Collagen | Hyaluronic Acid | Keratin - Hair Growth & Strength Support Vitamins - Skin & Nails Supplement - Clinically Tested for Men & Women - 25000mcg Vitamins B1 B2 B3 B6 & B7 - 60 Caps
NUTRAHARMONY$26.454.5★18,533 rev
Swanson Keratin (from Tibetan Wool) - Natural Supplement Promoting Healthy Joints Hair Skin & Nails - Helps Nourish Healthy Connective Tissues - (60 Capsules 50mg Each)
Swanson$10.384.6★522 rev
Newest
by launch date
StrongVit Biotin with Hyaluronic Acid Keratin and Collagen Supplements - 10000mcg for Hair Growth Women and Men - Hair Skin and Nails Vitamins - 60 Capsules
StrongVit$12.82354 rev
NeoCell Biotin Collagen Keratin Supplement | 80000mcg | 60 Capsules | Beauty B-Complex | Plus Hyaluronic Acid | Hair Skin and Nails
NeoCell$12.4979 rev
NeoCell Biotin Complex Hair Skin & Nails | 90 Capsules | with BioActive Keratin Peptides and Alpha Lipoic Acid | Radiance-Infused Formula
NeoCell$9.96102 rev
Micro Ingredients Hair Skin and Nails Vitamins for Women & Men | 400 Softgels with MCT Oil | 22-in-1 Argan Oil Hyaluronic Acid Collagen Keratin & Biotin Complex | Natural Hair Growth Support
Micro Ingredients$21.38373 rev
Biotin | Collagen | Hyaluronic Acid | Keratin - Support Normal Hair Growth Cycle Skin & Nails - Clinically Tested - 25000mcg Vitamins B1 B2 B3 B6 & B7 - for Women & Men - 120 Capsules
NUTRAHARMONY$49.2718,533 rev
Trending
90-day click momentumNeoCell Biotin Collagen Keratin Supplement | 80000mcg | 60 Capsules | Beauty B-Complex | Plus Hyaluronic Acid | Hair Skin and Nails
NeoCell$12.494.7★
Biotin | Collagen | Hyaluronic Acid | Keratin - Support Normal Hair Growth Cycle Skin & Nails - Clinically Tested - 25000mcg Vitamins B1 B2 B3 B6 & B7 - for Women & Men - 120 Capsules
NUTRAHARMONY$49.274.5★
Micro Ingredients Hair Skin and Nails Vitamins for Women & Men | 400 Softgels with MCT Oil | 22-in-1 Argan Oil Hyaluronic Acid Collagen Keratin & Biotin Complex | Natural Hair Growth Support
Micro Ingredients$21.384.6★
StrongVit Biotin with Hyaluronic Acid Keratin and Collagen Supplements - 10000mcg for Hair Growth Women and Men - Hair Skin and Nails Vitamins - 60 Capsules
StrongVit$12.824.6★
VITBOOST Biotin with Hyaluronic Acid Collagen and Keratin 25000 mcg Hair Growth Vitamins for Men and Women Nails and Skin USA Made - Third Party Tested B1 B2 B3 B6 B7 Complex - 60 Capsules
VITBOOST$18.794.6★
What buyers say about keratin supplements
What buyers praise and complain about, mined from review topics.What buyers love
“Noticeable hair growth”
“the overall quality feels consistent with the brand”
“Perfect for everyday vitamin supplement”
“Great value for the money”
“As Advertised”
“Effective”
“Great taste, chewables”
“hair is smooth”
“Easy to work with”
“No weird taste or smell either”
What buyers complain about
“Too costly”
“Not working well”
“Caused nausea”
“my hair fell out”
“Allergic”
“taste is nasty”
“They smell really strong in a bad way”
“I am sure the dosage isnt correct”
“The after taste of these vitamins make me gag”
“small”
Top return reasons
Common questions
- Is keratin supplements profitable to sell on Amazon United States?
- The niche generates $100K/yr across 22 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.6%. Flapen's verdict: Skip it (49/100).
- How competitive is the keratin supplements niche?
- 17 brands and 591 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 66% of demand.
- What do buyers complain about in keratin supplements?
- Top complaints mined from reviews: Value For Money, Functionality-Overall, Side Effects. The return rate is 0.4%.
- When does demand for keratin supplements peak?
- Demand peaks in Aug; the busiest month runs 1.6× the quietest.
- What does it cost to enter the keratin supplements niche?
- Listings span $9.07–$84.85; the average listing price is $21.98 (sweet spot $15–$100). The average incumbent carries 4,647 reviews — the moat a new listing must climb.