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Makeup

Maybe

The top 5 products take only 20% of clicks. But buyers convert on only 1.1% of searches, so Makeup is a Maybe.

Flapen Score
57
57 / 100
Top 20% of 445 Beauty niches · +6 vs the category median of 51
Market size
$402K/yr1.6M searches / yr
90-day growth
+12.7%search demand this quarter
Competition
20%top-5 click share · 14 brands · 112 sellers

Flapen Score

Makeup against its category

The dotted line is the Beauty average. Past it, Makeup is stronger. Inside it, weaker.

57Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Makeup market on Amazon at a glance

Shoppers on Amazon United Arab Emirates searched for Makeup 1.6M times last year and spent an estimated $402K. The top 5 brands take 94% of clicks. Demand peaks in May–Nov. Flapen scores it 57 out of 100, a Maybe.

01 · Demand

1.1% of searches ended in a purchase last week.

Shoppers searched for this 1.6M times in the last 12 months. That counts every search on Amazon United Arab Emirates for this niche's terms. In the latest week, 1.1% of those searches ended in a purchase. Searches in the last 90 days moved +12.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated $402K a year.

Searches, last 12 months
1.6M
Growth, 90 days vs prior 90
+12.7%
Conversion, latest week
1.1%
Market size, estimated
$402Ka year
Peak month
November2.4× the quietest month
Top search term
makeup552K searches a year

02 · Price

A sale here is worth $22.70.

Listings sell for $22.70 on average, from $4.24 to $131.81. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 100 to 250 of them. At $22.70 that is $2K to $6K a year per listing.

Average price
$22.70inside the $15 to $100 sweet spot
Price range
$4.24–$131.81
Amazon United Arab Emirates median price
$60.52across 3,090 niches
Units sold a year
15K–20K
Units per listing a year
100–250
Revenue per listing a year
$2K–$6K
Returns
1.3%of orders · Amazon United Arab Emirates median 1.6%

03 · Entry bar

The bar here is reviews.

82% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.5% of listings are out of stock. The average listing ranks #76 within Beauty. It carries 15,435 reviews at 4.25 stars, so a new listing needs social proof before a better product.

Sponsored listings
82%
Prime listings
100%
Out of stock, average day
0.5%
Average rank
#76in Beauty
Average rating
4.25 starsAmazon United Arab Emirates average 4.27 stars
Average reviews
15,435per listing
Listings tracked
103

04 · Newcomers

Amazon counts 3 of last year's 8 launches as successful.

8 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
8
Successful launches
3Amazon's first-year sales bar
Average brand age
47 months

Products

Top Makeup products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 20% of clicks. An open shelf where new products get seen.

$0$8K$16K$24K$32K101001K10K100K1.0M Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

112

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

20%

Top 20: 52%

Open market

5%

  • MAYBELLINE40%
  • Essence Cosmetics40%
  • NYX PROFESSIONAL MAKEUP9%
  • AEENAA3%
  • SHEGLAM2%
  • L'Oreal Paris1%
  • Open — no brand owns it (8 brands, 5%)

Demand

Makeup search demand

Weekly searches over the year, seasonality beneath. Pick a range.

60K40KSpike '24Holiday '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: May, Nov · busiest ÷ quietest = 2.4×

Search terms

Top Makeup search terms shoppers use

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

  • makeup552K/yr
  • maybelline338K/yr
  • essence292K/yr
  • make up103K/yr
  • مكياج66K/yr
  • ميكب49K/yr
  • essence cosmetics14K/yr
  • ايسنس31K/yr
  • eye makeup37K/yr
  • essence makeup18K/yr

Reviews and returns

What reviews say buyers love and hate about Makeup

We read the reviews and the return reasons for every product selling here.

22%of positive reviews mention “الجودة الشاملة”
13%of negative reviews mention “لون”
1.3%of orders come back
“not really same as picture color”
A buyer, on “لون”13% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common Makeup questions

Answered from the same tracked data.