---
title: "Keratin Supplements — $100K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/keratin-supplements"
last_updated: "2026-08-11T20:44:38.026Z"
locale: en
meta:
description: "Niche score 49/100 · $100K/yr market · 83K searches/yr · $21.98 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · $100K/yr market · 83K searches/yr · $21.98 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Keratin Supplements — $100K/yr Amazon US Niche (2026) - Flapen"
---
# **keratin supplements**
**Skip it**
Soft demand (-12.6% this quarter) — this niche doesn't clear our bar today.
Market size 25Growth 19Conversion 62Competition 37Returns 98Price range 89Avg price 92Brand share 65Review moat 25Quality gap 42
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$21.98**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$9.07–$84.85**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Good****66%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****5.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****63%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Bad****$100K**
$100K/yr · 83K searches
**Review moat**
**Bad****4,647.41**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-12.6%**
90-day search growth — must beat 0% to launch
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=us&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
3K2KSpike '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
Peak months: Aug · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/keratin-supplements/trend)
## **Top keratin supplements search terms**
- **keratin supplements**51K/yr-11.0%4.7% conv. - **keratin vitamins**8K/yr-18.0%5.3% conv. - **keratin supplement**8K/yr+14.2%5.1% conv. - **keratin pills**5K/yr+10.0%5.4% conv. - **keratin supplements for hair growth**5K/yr-49.4%4.6% conv. - **keratin vitamins for hair growth**4K/yr-21.9%5.3% conv. - **keratin capsules**3K/yr-19.5%6.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/keratin-supplements/search-terms)
## **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.
0%10%$10K20%$20K30%$30K40%$40K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Nutricost Keratin Hydrolized Peptide Capsules - 500MG 120 Capsules (60 Servings) - Non-GMO Gluten-Free Formula**Nutricost**$14.79**4.5★230 rev](https://www.amazon.com/dp/B0CK3H615M) [2**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**$19.70**4.5★1,544 rev](https://www.amazon.com/dp/B09B8PMY86) [3**Vitamatic Hydrolyzed Keratin 500mg per Serving - 120 Vegetarian Capsules - Keratin Supplements for Healthy Hair Skin & Nails for Adults**Vitamatic**$13.50**4.5★180 rev](https://www.amazon.com/dp/B0CZ68WM85) [4**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**$26.45**4.5★18,533 rev](https://www.amazon.com/dp/B09RKDGYJD) [5**Swanson Keratin (from Tibetan Wool) - Natural Supplement Promoting Healthy Joints Hair Skin & Nails - Helps Nourish Healthy Connective Tissues - (60 Capsules 50mg Each)**Swanson**$10.38**4.6★522 rev](https://www.amazon.com/dp/B07F9939PP)
**~~View all top sellers →~~**
### **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**$12.82**354 rev9mo ago](https://www.amazon.com/dp/B0FJ8RZ55V) [**NeoCell Biotin Collagen Keratin Supplement | 80000mcg | 60 Capsules | Beauty B-Complex | Plus Hyaluronic Acid | Hair Skin and Nails**NeoCell**$12.49**79 rev10mo ago](https://www.amazon.com/dp/B0FR578TYK) [**NeoCell Biotin Complex Hair Skin & Nails | 90 Capsules | with BioActive Keratin Peptides and Alpha Lipoic Acid | Radiance-Infused Formula**NeoCell**$9.96**102 rev1y ago](https://www.amazon.com/dp/B0F5J2JGCG) [**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**$21.38**373 rev1y ago](https://www.amazon.com/dp/B0F4HSLBW8) [**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**$49.27**18,533 rev1y ago](https://www.amazon.com/dp/B0DJBQW5FG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NeoCell Biotin Collagen Keratin Supplement | 80000mcg | 60 Capsules | Beauty B-Complex | Plus Hyaluronic Acid | Hair Skin and Nails**NeoCell**$12.49**4.7★**▲ 252%**](https://www.amazon.com/dp/B0FR578TYK) [**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**$49.27**4.5★**▲ 133%**](https://www.amazon.com/dp/B0DJBQW5FG) [**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**$21.38**4.6★**▲ 130%**](https://www.amazon.com/dp/B0F4HSLBW8) [**StrongVit Biotin with Hyaluronic Acid Keratin and Collagen Supplements - 10000mcg for Hair Growth Women and Men - Hair Skin and Nails Vitamins - 60 Capsules**StrongVit**$12.82**4.6★**▲ 111%**](https://www.amazon.com/dp/B0FJ8RZ55V) [**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**$18.79**4.6★**▲ 84%**](https://www.amazon.com/dp/B0CF9Y1DM6)
**~~View all trending →~~**
## **What buyers say about keratin supplements**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Hair Growth**26%
*“Noticeable hair growth”*
**Quality-Overall**15%
*“the overall quality feels consistent with the brand”*
**Vitamin**8%
*“Perfect for everyday vitamin supplement”*
**Value For Money**5%
*“Great value for the money”*
**Advertised Vs Actual Product**3%
*“As Advertised”*
**Efficiency**3%
*“Effective”*
**Ease Of Chewing/Swallowing**3%
*“Great taste, chewables”*
**Soft Feel**3%
*“hair is smooth”*
**Ease Of Use**3%
*“Easy to work with”*
**Taste-Overall**3%
*“No weird taste or smell either”*
### **What buyers complain about **
**Value For Money**12%
*“Too costly”*
**Functionality-Overall**10%
*“Not working well”*
**Side Effects**7%
*“Caused nausea”*
**Hair Related**6%
*“my hair fell out”*
**Allergies**5%
*“Allergic”*
**Taste-Overall**4%
*“taste is nasty”*
**Smell**3%
*“They smell really strong in a bad way”*
**Dosage**3%
*“I am sure the dosage isnt correct”*
**Vitamin**3%
*“The after taste of these vitamins make me gag”*
**Size-Overall**3%
*“small”*
### **Top return reasons **
**Functionality-Overall**18%
**Value For Money**17%
**Advertised Vs Actual Product**14%
**Side Effects**11%
**Smell**6%
**Size-Overall**5%
**Defective Material/Parts**4%
**Damage/Burn Hair**4%
**Certifications**3%
**Ease Of Use**3%
## **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.
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