Is honest shampoo and body wash refill profitable to sell on Amazon United States?

The niche generates $113K/yr across 8 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is +26.6%. Flapen's verdict: Skip it (46/100).

How competitive is the honest shampoo and body wash refill niche?

2 brands and 519 sellers compete. The top 5 products take 90% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in honest shampoo and body wash refill?

Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.4%.

When does demand for honest shampoo and body wash refill peak?

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

What does it cost to enter the honest shampoo and body wash refill niche?

Listings span $5.81–$25.72; the average listing price is $19.01 (sweet spot $15–$100). The average incumbent carries 25,457 reviews — the moat a new listing must climb.

Honest Shampoo and Body Wash Refill

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great11.3%

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

Avg price

Great$19.01

avg listing price — sweet spot $15–$100

Growth

Good+26.6%

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

Price range

Good$5.81–$25.72

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

Market size

Okay$113K

$113K/yr · 53K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad25,457.13

avg incumbent reviews — the moat a new listing must climb

Competition

Bad90%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

Is honest shampoo and body wash refill profitable on Amazon?

According to Flapen's Amazon United States niche tracking, honest shampoo and body wash refill is a $113K/yr Amazon United States market (53K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.

Data updated Jul 5, 2026 · scored weekly · How we score niches

honest shampoo and body wash refill market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 8K–10K; avg 1,000–1,250/product
Revenue / yr: $152K–$190K; units × avg price
Conversion rate: 11.3%
Avg BSR: #96
Page quality: 0%
Prime: 100%
Sponsored: 25%
Out of stock: 0.0%
Avg brand age: 71 months
Avg seller age: 143 days

Competition: brands, sellers & click share

The top 5 products capture 90% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 falling

Sellers

519

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

90%

Top 20: 100%

Open market

The Honest Company72%
Johnson's Baby28%

honest shampoo and body wash refill demand & seasonality

Weekly Amazon search volume, last 109 weeks — +26.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top honest shampoo and body wash refill search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

johnsons baby shampoo refill7K/yr +34.7%7.9% conv.
honest shampoo and body wash refill12K/yr +2.5%15.4% conv.
baby shampoo refill7K/yr +49.0%8.0% conv.
honest shampoo refill9K/yr +27.8%15.2% conv.
honest refill shampoo and body wash4K/yr +61.1%15.7% conv.
honest soap refill3K/yr +38.7%19.0% conv.
honest body wash refill4K/yr +25.0%15.2% conv.
honest refill4K/yr +3.5%14.2% conv.
kids shampoo refill2K/yr +8.9%2.6% conv.

All search terms

Top honest shampoo and body wash refill products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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 8 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

The Honest Company Shampoo Body Wash Refill Carton Lavender Calm 32 fl oz

The Honest Company$24.714.7★46,690 rev

The Honest Company Shampoo Body Wash Refill Carton Citrus Vanilla Refresh

The Honest Company$23.534.7★46,690 rev

The Honest Company Shampoo & Body Wash Hypoallergenic Fragrance-Free

The Honest Company$25.724.7★46,690 rev

Johnsons Baby Head-To-Toe Gentle Baby Body Wash & Shampoo Tear-Free & Hypoallergenic Baby Body Wash & Shampoo for Newborns Sensitive Skin & Hair Value Size Wash Refill 33.8 fl. oz

Johnson's Baby$8.534.7★33,858 rev

Johnsons Baby Head-To-Toe Body Wash and Shampoo Refill Duo Tear-Free & Hypoallergenic Baby Body Wash & Shampoo for Newborns Sensitive Skin & Hair Value Size Refill Bottles 33.8 fl. oz

Johnson's Baby$19.773.5★3 rev

Newest

by launch date

Johnsons Baby Body Wash & Shampoo 2 Pack Gentle Tear Free & Hypoallergenic Baby Body Wash & Shampoo for Newborns Sensitive Skin & Hair Value Size Wash Refill 33.8 fl. oz

Johnson's Baby$19.771 rev

1mo ago

Johnsons Baby Head-To-Toe Body Wash and Shampoo Refill Duo Tear-Free & Hypoallergenic Baby Body Wash & Shampoo for Newborns Sensitive Skin & Hair Value Size Refill Bottles 33.8 fl. oz

Johnson's Baby$19.773 rev

2mo ago

The Honest Company Shampoo & Body Wash Hypoallergenic Fragrance-Free

The Honest Company$25.7246,690 rev

5mo ago

The Honest Company Shampoo Body Wash Refill Carton Lavender Calm 32 fl oz

The Honest Company$24.7146,690 rev

2y ago

The Honest Company Shampoo Body Wash Refill Carton Citrus Vanilla Refresh

The Honest Company$23.5346,690 rev

2y ago

What reviews say buyers love and hate about honest shampoo and body wash refill

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

What buyers love

Smell15%

“The mild scent is also very nice without being too strong”

Value For Money13%

“Best price”

Quality-Overall12%

“Large bottle and excellent product”

Soft Feel10%

“Overall, this is a wonderful, gentle product that works exactly as promised”

Advertised Vs Actual Product5%

“Is as advertised love this for my daughter”

Cleansing4%

“Clean Smelling Baby Shampoo”

Allergies4%

“has no discomfort or irritation after use”

Ease Of Cleaning3%

“It allows me to clean my dogs faces”

Washability3%

“it works great as a facial wash”

Eco Friendliness3%

“I genuinely appreciate the more eco friendly approach”

What buyers complain about

Smell17%

“Who dosen't like that baby fresh smell”

Allergies17%

“I am allergic to perfumes and dyes and a dermatologist had me washing my face with the ORIGINAL J&J Baby Shampoo”

Value For Money5%

“a little expensive for what it is”

Advertised Vs Actual Product4%

“it was very deceptive picture”

Ease Of Cleaning4%

“This shampoo has no cleaning power”

Size-Overall4%

“I only wish it couldve come in a smaller bottle”

Ease Of Use4%

“Can't Open”

Hair Related4%

“I started dealing with flakes for the first time in my life”

Dispensing Mechanism4%

“dispenser pump is poor quality”

Ingredients-Overall3%

“has added ingredients”

Top return reasons

Leak-Proof43%

Smell12%

Advertised Vs Actual Product9%

Size-Overall7%

Ingredients-Overall4%

Value For Money4%

Dispensing Mechanism3%

Functionality-Overall2%

Vitamin2%

Product Condition2%

Common honest shampoo and body wash refill questions

Is honest shampoo and body wash refill profitable to sell on Amazon United States?: The niche generates $113K/yr across 8 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is +26.6%. Flapen's verdict: Skip it (46/100).
How competitive is the honest shampoo and body wash refill niche?: 2 brands and 519 sellers compete. The top 5 products take 90% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in honest shampoo and body wash refill?: Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.4%.
When does demand for honest shampoo and body wash refill peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the honest shampoo and body wash refill niche?: Listings span $5.81–$25.72; the average listing price is $19.01 (sweet spot $15–$100). The average incumbent carries 25,457 reviews — the moat a new listing must climb.