Is shampoo bar profitable to sell on Amazon United States?

The niche generates $2.1M/yr across 29 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Worth a look (60/100).

How competitive is the shampoo bar niche?

11 brands and 532 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in shampoo bar?

Top complaints mined from reviews: Ease Of Use, Moist/Dry, Smell. The return rate is 0.7%.

When does demand for shampoo bar peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 4.1× the quietest.

What does it cost to enter the shampoo bar niche?

Listings span $6.49–$30.54; the average listing price is $14.41 (sweet spot $15–$100). The average incumbent carries 8,874 reviews — the moat a new listing must climb.

shampoo bar

Worth a look

Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Market size

Incredible$2.1M

$2.1M/yr · 1.8M searches

Conversion

Great8.0%

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

Avg price

Good$14.41

avg listing price — sweet spot $15–$100

Price range

Good$6.49–$30.54

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

Competition

Good50%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Okay87%

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

Review moat

Bad8,874.1

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-8.6%

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

According to Flapen's Amazon United States niche tracking, shampoo bar is a $2.1M/yr Amazon United States market (1.8M searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 60/100.

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

shampoo bar market data

Units sold / yr: 125K–150K; avg 3,000–4,000/product
Revenue / yr: $1.8M–$2.2M; units × avg price
Conversion rate: 8.0%
Avg BSR: #217
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 1.1%
Avg brand age: 55 months
Avg seller age: 126 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 falling

Sellers

532

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

50%

Top 20: 88%

Open market

10%

Kitsch57%
The Earthling Co.13%
DBEAUTYM7%
Viori6%
ANIHANA4%
MARS MADE3%
Open — no brand owns it (5 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 4.1×

Open Trend

Top shampoo bar search terms

shampoo bar913K/yr -7.8%4.3% conv.
bar shampoo251K/yr -1.3%5.2% conv.
kitsch shampoo bar206K/yr -33.6%9.4% conv.
shampoo bars107K/yr -12.4%3.0% conv.
solid shampoo51K/yr -4.2%3.6% conv.
kitsch rosemary and biotin shampoo29K/yr -25.4%9.0% conv.
earthling co shampoo bar24K/yr +54.8%8.3% conv.
shampoo en barra40K/yr -20.3%1.4% conv.
hair soap24K/yr +4.5%1.6% conv.
natural shampoo bar33K/yr -17.7%1.9% conv.

All search terms

Top shampoo bar 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

Kitsch Rosemary & Biotin Shampoo Bar - For Hair Growth Strengthening Thickening & Volumizing Shampoo for Women and Men - Free of Parabens Sulfates & Silicones - Made in USA 3.5 oz

Kitsch$12.694.5★14,725 rev

Kitsch Rice Water Shampoo Bar Soap for Hair Growth Made in USA 3.5 oz

Kitsch$12.754.7★459 rev

2 Pack Rosemary Shampoo Bar for Hair Growth Deep Cleansing for Scalp Hair Loss Shampoo Soap Organic Hair Oil Control Solid Shampoo Bar Refreshing and Hydrating Soap for Stocking Stuffers Women Gifts

DBEAUTYM$9.384.3★2,576 rev

Kitsch Shampoo and Conditioner Set - 4pc Sampler Bars with Rice Water Shampoo and Conditioner Castor Oil Shampoo & Coconut Oil Conditioner - Bottle-Free Beauty for Hair Growth Repair & Moisture

Kitsch$14.164.3★35,973 rev

The Earthling Co. Volumizing Shampoo & Conditioner Bar Set For Thickening Fullness Strength and Growth - Sulfate SIlicone Paraben Free for Thin Flat Fine Hair - Made in USA (Vanilla Coconut)

The Earthling Co.$30.544.5★3,729 rev

Newest

by launch date

Kitsch Rosemary & Biotin Shampoo Bar - For Hair Growth Strengthening Thickening & Volumizing Shampoo for Women and Men - Free of Parabens Sulfates & Silicones - Made in USA 3.5 oz

Kitsch$12.6914,725 rev

4mo ago

Kitsch Rice Water Shampoo Bar Soap for Hair Growth Made in USA 3.5 oz

Kitsch$12.75459 rev

4mo ago

Kitsch Volumizing Rosemary & Biotin Liquid Conditioner for Women and Men for Hair Growth Boosts Fullness & Shine After 1 Use Thickening Bio-Based Hair Care Color-Safe Made in USA 12.3 oz

Kitsch$12.75324 rev

9mo ago

Kitsch Volumizing Rosemary & Biotin Liquid Shampoo for Hair Growth Shampoo for Women & Men Boosts Fullness & Shine After 1 Use Clean Bio-Based Hair Care Color-Safe Made in USA 12.3 oz

Kitsch$12.371,955 rev

9mo ago

Marsmade Castor Oil Shampoo Bar Hydrating & Moisturizing Natural Hair Soap for Bathing Hair Growth & Scalp Nourishment Solid Shampoo for All Hair Types (120g 4.23 oz)

MARS MADE$13.392,314 rev

1y ago

What buyers say about shampoo bar

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

What buyers love

Smell17%

“mild smell”

Lather12%

“Rich luxurious lather”

Soft Feel10%

“My hair feels soft”

Quality-Overall8%

“This product is fantastic and incredibly well-made”

Hair Growth6%

“really helps to prevent hair loss”

Cleansing6%

“Clean and fresh”

Ease Of Use3%

“Ease of use”

Suitability Straight Hair3%

“Makes my hair feel great”

Value For Money3%

“Good for the price”

Hair Styling3%

“Love this product my curls came out soft and clean and manageable and bouncy”

What buyers complain about

Ease Of Use8%

“Difficult to open”

Moist/Dry8%

“a little dry”

Smell8%

“Smells Awful”

Hair Related6%

“gets caught in my hair”

Durability6%

“Fell apart”

Lather5%

“Doesnt lather”

Oily/Greasy4%

“made my hair greasy”

Allergies4%

“Skin Irritation”

Value For Money4%

“Expensive”

Functionality-Overall3%

“functionality is poor”

Top return reasons

Smell31%

Advertised Vs Actual Product9%

Size-Overall7%

Moist/Dry6%

Suitability Short Hair6%

Functionality-Overall5%