protein hair treatment
Worth a lookShows low returns (0.9%), but soft demand (-13.2% this quarter) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Market size
Great$1.5M$1.5M/yr · 1.7M searches
Avg price
Good$14.10avg listing price — sweet spot $15–$100
Price range
Good$1.97–$42.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good6.0%search→purchase rate — share of searches ending in a sale
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Review moat
Bad6,103.22avg incumbent reviews — the moat a new listing must climb
Growth
Bad-13.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, protein hair treatment is a $1.5M/yr Amazon United States market (1.7M searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Feb–Mar. Verdict: Worth a look — 53/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
protein hair treatment market data
- Units sold / yr
- 100K–125K
- avg 6,000–8,000/product
- Revenue / yr
- $1.4M–$1.8M
- units × avg price
- Conversion rate
- 6.0%
- Avg BSR
- #110
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 83%
- Out of stock
- 0.0%
- Avg brand age
- 66 months
- Avg seller age
- 127 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
138
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
57%
Top 20: 96%
Open market
10%
- Elizavecca73%
- Aphogee7%
- K184%
- SOFIA BY ODE3%
- 100%2%
- ORS HAIRestore2%
- Open — no brand owns it (7 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.2% search growth over the last 90 days.Peak months: Feb, Mar · busiest ÷ quietest = 2.7×
Top protein hair treatment search terms
- elizavecca238K/yr
- cer 100241K/yr
- protein hair treatment153K/yr
- ampollas para el cabello maltratado y seco138K/yr
- korean hair mask87K/yr
- split ends hair treatment110K/yr
- hair protein treatment88K/yr
- protein treatment for hair78K/yr
- cer-10076K/yr
- cer60K/yr
Top protein hair treatment 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Elizavecca CER-100 Collagen Coating Protein Ion Injection Hair Essence Cream 50ml/1.69 fl.oz.
Elizavecca$8.734.6★1,145 rev
Elizavecca CER-100 Hair Essence Oil - Leave-In Treatment for Dry Hair Growth - 100ml K-Beauty
Elizavecca$9.074.6★5,326 rev
Elizavecca Cer-100 Collagen Ceramide Coating Protein Treatment 3.38 fl oz (100 ml)
Elizavecca$9.664.6★178 rev
Elizavecca cer-100 collagen coating hair protein treatment 100ml
Elizavecca$7.524.5★63,954 rev
Elizavecca CER-100 Collagen Coating Hair A+ Muscle Spray 250ml
Elizavecca$9.364.6★792 rev
Newest
by launch date
Cer-100 Collagen Coating Hair Protein Treatment 100Ml Unscented Ceramide Straightener & Treatment For Damaged Keratin Hair Care 1 Count
Generic$42.400 rev
Dove Hair Intensive Repair 10in1 Serum Mask for Damaged Hair with Bio-Protein Care Technology and Amino Serum 9.2 fl oz
Dove$8.933,932 rev
Elizavecca CER-100 Collagen Coating Hair A+ Muscle Shampoo 16.9 fl oz
Elizavecca$15.35508 rev
Elizavecca Cer-100 Collagen Ceramide Coating Protein Treatment 3.38 fl oz (100 ml)
Elizavecca$9.66178 rev
Elizavecca CER-100 Collagen Coating Hair A+ Muscle Spray 250ml
Elizavecca$9.36792 rev
Trending
90-day click momentum
100% Racecraft/Accuri/Strata Standard Tear-Offs (50 Pack) (Clear)
100%$26.784.7★
Cer-100 Collagen Coating Hair Protein Treatment 100Ml Unscented Ceramide Straightener & Treatment For Damaged Keratin Hair Care 1 Count
Generic$42.400.0★
Elizavecca CER-100 Collagen Coating Protein Ion Injection Hair Essence Cream 50ml/1.69 fl.oz.
Elizavecca$8.734.6★
Fino Premium Touch Hair Mask 180g / 8.11 Ounce by ode
SOFIA BY ODE$13.984.7★
Elizavecca Cer-100 Collagen Ceramide Coating Protein Treatment 3.38 fl oz (100 ml)
Elizavecca$9.664.6★
What buyers say about protein hair treatment
What buyers praise and complain about, mined from review topics.What buyers love
“So soft”
“soft fragrance”
“Excellent product”
“Worth It”
“Made my hair feel soft & manageable again”
“super hydrating”
“helping to style”
“My hair is fine and straight”
“Great for curly hair”
“adds shine”
What buyers complain about
“It is expensive”
“received a much bigger size”
“fried hair no where”
“Not moisturizing”
“Smells weird”
“Did Not Deliver Results”
“Made my hair worse”
“Did not like it on my hair”
“Leaves hair greasy”
“it certainly is not worth buying anymore with the significant decline in quality”
Top return reasons
Common questions
- Is protein hair treatment profitable to sell on Amazon United States?
- The niche generates $1.5M/yr across 23 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -13.2%. Flapen's verdict: Worth a look (53/100).
- How competitive is the protein hair treatment niche?
- 13 brands and 138 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in protein hair treatment?
- Top complaints mined from reviews: Value For Money, Size-Overall, Hair Related. The return rate is 0.9%.
- When does demand for protein hair treatment peak?
- Demand peaks in Feb–Mar; the busiest month runs 2.7× the quietest.
- What does it cost to enter the protein hair treatment niche?
- Listings span $1.97–$42.40; the average listing price is $14.10 (sweet spot $15–$100). The average incumbent carries 6,103 reviews — the moat a new listing must climb.