sleep mask
Launch itA $20.8M/yr market growing +13.3% this quarter with returns at 1.7% — clears our launch bar.
Market size
Incredible$20.8M$20.8M/yr · 15.5M searches
Conversion
Great9.2%search→purchase rate — share of searches ending in a sale
Price range
Great$5.27–$72.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.7%return rate — above 6% kills the launch gate
Brand share
Great58%top-5 brand share — no brand owns this niche
Avg price
Good$14.55avg listing price — sweet spot $15–$100
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Growth
Okay+13.3%90-day search growth — must beat 0% to launch
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad22,234.54avg incumbent reviews — the moat a new listing must climb
Competition
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
25 flat
Sellers
474
Top-5 brand share
58%
Open market
35%
- MZOO19%
- myhalos15%
- LitBear9%
- Vynix8%
- FYGRIP7%
- BeeVines7%
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 28 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MZOO Luxury Sleep Eye Mask for Side Sleeper Men Women Zero Eye Pressure 3D Sleeping Mask Light Blocking Patented Design Night Blindfold Soft Eye Shade Cover for Travel Black
MZOO$14.444.6★99,984 rev
MyHalos Sleep Mask 3D Blackout Eye Mask for Women & Men Side Sleepers Zero Pressure Memory Foam Eyelash Friendly Breathable Award-Winning Sleep Aid for Travel (Black 1 Count (Pack of 1)
myhalos$9.974.7★21,727 rev
Vynix Sleep Mask for Men Women - 100% Blackout Eye Masks for Sleep - 3D Soft Sleeping Mask for Side Sleepers - Zero Pressure Lash Extensions Eye Cover Shade for Airplane Travel Essentials Black
Vynix$7.394.7★1,310 rev
Fygrip 3D Eye Mask Sleep Mask for Men & Women 100% Pressure-Free & Light Block-Out Eye Mask for Sleep with Easy Adjustable Strap Night Eye Cover for Travel Black
FYGRIP$6.784.7★7,100 rev
LitBear Sleep Mask for Side Sleeper Women Men Eye Mask for Sleeping Light Blocking 3D Contoured Cup Sleeping Mask Soft Breathable Sleep Eye Mask with Adjustable Elastic Strap for Travel
LitBear$14.864.7★16,279 rev
Newest
by launch dateVynix Sleep Mask for Men Women - 100% Blackout Eye Masks for Sleep - 3D Soft Sleeping Mask for Side Sleepers - Zero Pressure Lash Extensions Eye Cover Shade for Airplane Travel Essentials Black
Vynix$7.391,310 rev
Kitsch Contour Pillow Eye Mask Softer Than Silk Eye Masks for Sleep Blindfold Sleep Masks for Women & Men No Eye Pressure Lightweight Eye Care Travel Essentials - Blush
Kitsch$21.79263 rev
3 Pack Sleep Masks for Side Sleepers True Blackout 3D Eye Mask for Sleeping Zero Eye Pressure Lash-Friendly Adjustable Soft Eye Cover for Women Men Travel Night Blindfold
FACEMOON$9.781,336 rev
Fygrip 3D Eye Mask Sleep Mask for Men & Women 100% Pressure-Free & Light Block-Out Eye Mask for Sleep with Easy Adjustable Strap Night Eye Cover for Travel Black
FYGRIP$6.787,100 rev
Amrules Sleep Mask Set of 2 Adjustable Silk Eye Mask for Sleeping Soft Sleeping Eye Shade Cover for Women Good for Blocking Light Reducing Puffiness Enhancing Sleep Quality (Blush Pink & Black)
Amrules$5.27715 rev
Trending
90-day click momentumVynix Sleep Mask for Men Women - 100% Blackout Eye Masks for Sleep - 3D Soft Sleeping Mask for Side Sleepers - Zero Pressure Lash Extensions Eye Cover Shade for Airplane Travel Essentials Black
Vynix$7.394.7★
DROWSY Silk Sleep Mask - Face-Hugging Padded Cocoon for Luxury Sleep in Total Darkness - 100% Pure Mulberry Silk Skin-Hydrating & Adjustable (Midnight Blue)
Drowsy$72.424.4★
MyHalos Sleep Mask 3D Blackout Eye Mask for Women & Men Side Sleepers Zero Pressure Memory Foam Eyelash Friendly Breathable Award-Winning Sleep Aid for Travel (Black 1 Count (Pack of 1)
myhalos$9.974.7★
Amrules Sleep Mask Set of 2 Adjustable Silk Eye Mask for Sleeping Soft Sleeping Eye Shade Cover for Women Good for Blocking Light Reducing Puffiness Enhancing Sleep Quality (Blush Pink & Black)
Amrules$5.274.6★
MOEASEii Sleep Mask - Total Blackout 3D Sleeping Mask Super Lightweight & Silky Soft Eye Mask for Sleeping Fully Adjustable Fit for Home Office Traveling Meditation Yoga Pink Mothers Day Gifts
MOEASEii$8.234.7★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +13.3% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.6×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Mask is comfortable”
“Makes Sleeping Easier”
“Material is very soft”
“A+ quality”
“Actually fits”
“very affordable”
“Perfect Eye Masks”
“As Described”
“Work perfect”
“Adjusts easily”
What buyers complain about
“Super small”
“Horribly uncomfortable”
“Have sleep issues”
“the straps are uncomfortable”
“Over priced”
“Cheap quality”
“Too thick”
“Fell apart”
“Doesnt seem to do anything”
“Slips off”