lavender eye mask
Skip itSoft demand (-8.1% this quarter) — this niche doesn't clear our bar today.
Returns
Great1.7%return rate — above 6% kills the launch gate
Avg price
Great$16.02avg listing price — sweet spot $15–$100
Conversion
Good6.6%search→purchase rate — share of searches ending in a sale
Price range
Good$7.61–$34.35cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Review moat
Okay1,644.88avg incumbent reviews — the moat a new listing must climb
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Market size
Okay$104K$104K/yr · 98K searches
Growth
Bad-8.1%90-day search growth — must beat 0% to launch
Competition
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
17 rising
Sellers
23
Top-5 brand share
80%
Open market
17%
- BeHoomi42%
- Umisleep17%
- RelaxCoo9%
- Kitsch7%
- Hihealer5%
- Mroobest3%
- Open — no brand owns it (11 brands, 17%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 25 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
BeHoomi 20 Packs Steam Eye Mask Heated Eye Mask Warm Compress for Eyes Disposable Self Heating Steam Mask for Home Sleep Spa Travel Essentials & Relaxation Gifts for Women (Lavender)
BeHoomi$14.374.4★3,791 rev
Umisleep Lavender Eye Mask Aromatherapy Weighted Sleep Mask for Dry Eyes Men Women Microwave Heated Hot Therapy Eye Cover Moist Compression Pain Relief Pillow for Puffy Eyes Sinus Pain Grey
Umisleep$12.244.3★1,415 rev
BeHoomi Steam Eye Mask 10Packs Heated Eye Mask Self Heating Disposable SPA Warm Compress for Eyes Sleep Mask Travel Essentials & Relaxation Gifts for Women (Lavender Scent)
BeHoomi$7.904.5★3,691 rev
RelaxCoo Lavender Eye Pillow for Relaxation Yoga Sleeping Weighted Eye Mask Heated for Headache Sinus Dry Eyes Relief Moist Heat Eye Compress Meditation Accessories with Aromatherapy Pack of 2
RelaxCoo$14.904.6★774 rev
Kitsch Weighted Satin Sleep Mask - Weighted Eye Masks for Sleep and Travel - Lavender Ultra-Soft Sleeping Eye Mask for Women and Men - Light Blocking Adjustable Strap (4.1oz/116g)
Kitsch$21.544.4★992 rev
Newest
by launch date
MAREE Heated Eye Masks for Dry Eyes Steam Eye Mask Disposable Self Heating Eye Mask for Puffy Eye Facial Steamer Alternative for Relaxation Warm Compress for Eyes Spa Gift for Women
MAREE$13.58509 rev
BeHoomi Heated Eye Mask Weighted Sleep Mask Warm Compress for Eyes Cooling Eye Mask for Sleeping Reusable Eye Masks for Home Office Hot and Cold for Eye Relaxation Gifts for Women (Purple)
BeHoomi$11.11483 rev
Umisleep Lavender Eye Mask 0.45 lb Aromatherapy Weighted Eye Mask for Dry Eyes Sleep Mask for Men Women Hot Therapy Eye Cover for Compression Pain Relief Eye Pillow for Puffy Eyes Sinus Pain-Grey
Umisleep$12.25318 rev
Okaydot Lavender Heated Eye Mask Weighted Sleep Mask for Dry Eyes & Blepharitis Microwave Warm Compress to Remove Styes Adjustable Satin Eye Pillow-Pink
Okaydot$22.3051 rev
Heated Eye Steam Mask Dry Eyes Self Warm Compress Dark Circles Puffiness Set of Scent (Lavender Chamomile Green Tea Mint Mandarin Basilic Unscented) Pack of 6 Masks for Women
LAUER COSMETIC$8.50390 rev
Trending
90-day click momentumHeated Eye Steam Mask Dry Eyes Self Warm Compress Dark Circles Puffiness Set of Scent (Lavender Chamomile Green Tea Mint Mandarin Basilic Unscented) Pack of 6 Masks for Women
LAUER COSMETIC$8.504.2★
Nodpod Gentle Pressure Sleep Mask | Patented Light Blocking Design for Sleeping Traveling & Relaxation - Wisteria
nodpod$34.354.6★
BeHoomi Heated Eye Mask Weighted Sleep Mask Warm Compress for Eyes Cooling Eye Mask for Sleeping Reusable Eye Masks for Home Office Hot and Cold for Eye Relaxation Gifts for Women (Purple)
BeHoomi$11.114.5★
Okaydot Lavender Heated Eye Mask Weighted Sleep Mask for Dry Eyes & Blepharitis Microwave Warm Compress to Remove Styes Adjustable Satin Eye Pillow-Pink
Okaydot$22.304.8★
Umisleep Lavender Eye Mask Aromatherapy Weighted Sleep Mask for Dry Eyes Men Women Microwave Heated Hot Therapy Eye Cover Moist Compression Pain Relief Pillow for Puffy Eyes Sinus Pain Grey
Umisleep$12.244.3★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.1% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.3×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Awesome & comfy”
“Great Scent”
“The product is lovely”
“Easy to put on”
“Heats nicely”
“Best Sleep Mask”
“Helps with dry eyes”
“Money well spent”
“Its soft and calming”
“Great, lightweight option”
What buyers complain about
“These have an artificial or chemical smell”
“Not hot enough”
“Overpriced”
“it is not moist in any way”
“Mask is too small for my eyes”
“These are just uncomfortable”
“The quality has deteriorated”
“These are not doing it”
“Allergic Reaction”
“it's hard to go back to sleep after”