makeup
Worth a lookShows a fragmented shelf (top 5 take 20% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Competition
Incredible20%top-5 click share — an open shelf
Avg price
Great$22.70avg listing price — sweet spot $15–$100
Returns
Great1.3%return rate — above 5% kills the launch gate
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Price range
Good$4.24–$131.81cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good$402K$402K/yr · 1.6M searches
Growth
Okay+12.7%90-day search growth — must beat 0% to launch
Review moat
Bad15,435.15avg incumbent reviews — the moat a new listing must climb
Brand share
Bad94%top-5 brand share — brand-locked demand
Conversion
Bad1.1%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Arab Emirates niche tracking, makeup is a $402K/yr Amazon United Arab Emirates market (1.6M searches/yr). The top 5 brands hold 94% of demand. Demand peaks in May–Nov. Verdict: Worth a look — 57/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
makeup market data
- Units sold / yr
- 15K–20K
- avg 100–250/product
- Revenue / yr
- $341K–$454K
- units × avg price
- Conversion rate
- 1.1%
- Avg BSR
- #76
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 82%
- Out of stock
- 0.5%
- Avg brand age
- 47 months
- Avg seller age
- 68 days
Competition & brand share
Clicks spread well past the top 5 (20% combined) — an open shelf where new products get seen.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 & seasonality
Weekly Amazon search volume, last 104 weeks — +12.7% search growth over the last 90 days.Peak months: May, Nov · busiest ÷ quietest = 2.4×
Top makeup search terms
- makeup552K/yr
- maybelline338K/yr
- essence292K/yr
- make up103K/yr
- مكياج66K/yr
- ميكب49K/yr
- essence cosmetics14K/yr
- ايسنس31K/yr
- eye makeup37K/yr
- essence makeup18K/yr
Top makeup 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Maybelline New York Lifter Gloss Hydrating Lip Gloss with Hyaluronic Acid 5.4 ml Shade: 003 Moon
MAYBELLINE$18.024.3★27,499 rev
Maybelline New York Lash Sensational Sky High Mascara Volumizing & Lengthening for Fuller Lashes Washable Flake-Free Formula with Bamboo Extract & Fibres Black
MAYBELLINE$26.254.1★35,335 rev
essence JUICY BOMB shiny lipgloss 102
Essence Cosmetics$5.604.4★3,494 rev
Maybelline New York Super Stay Vinyl Ink Longwear Transfer Proof Liquid Matte Lipstick 35 CHEEKY
MAYBELLINE$27.994.3★26,084 rev
Essence GOT Colorete #10-Tickle Me 5 5 Gr Baby Pink
Essence Cosmetics$9.254.3★4,070 rev
Newest
by launch date
Maybelline New York Lifter Glaze Oil Balm Lipstick Hydrating Glossy Balm for Smooth Juicy Lips With Hyaluronic Acid + Acerola Cherry Extract 007 Berry Haze
MAYBELLINE$30.451,961 rev
Maybelline New York Colossal Bubble Longwear Mascara 100% Inflated Volume Blackest Black
MAYBELLINE$32.533,414 rev
All-in-One MocAllure Eyeshadow Palette Makeup Book 4 Layers with Highlighter Blusher Concealer Complete Face Makeup Kit for Daily Use
AEENAA$41.0814 rev
essence line n STAIN! Tattoo Lip Liner No. 02 Brown Long-Lasting Defining Colouring Effect Colour-Intensive Vegan No Perfume No Alcohol No Parabens Pack of 1 (2.5 ml)
Essence Cosmetics$10.701,421 rev
essence hydra kiss lip oil lip gloss no. 08 red moisturising nourishing with oils shiny vegan no parabens no microplastic particles nanoparticles free pack of 1 (4 ml)
Essence Cosmetics$12.43562 rev
Trending
90-day click momentumMaybelline New York Colossal Bubble Longwear Mascara 100% Inflated Volume Blackest Black
MAYBELLINE$32.534.3★
Essence GOT Colorete #10-Tickle Me 5 5 Gr Baby Pink
Essence Cosmetics$9.254.3★
essence line n STAIN! Tattoo Lip Liner No. 02 Brown Long-Lasting Defining Colouring Effect Colour-Intensive Vegan No Perfume No Alcohol No Parabens Pack of 1 (2.5 ml)
Essence Cosmetics$10.704.0★
All-in-One MocAllure Eyeshadow Palette Makeup Book 4 Layers with Highlighter Blusher Concealer Complete Face Makeup Kit for Daily Use
AEENAA$41.084.0★
essence JUICY BOMB shiny lipgloss 102
Essence Cosmetics$5.604.4★
What buyers say about makeup
What buyers praise and complain about, mined from review topics.What buyers love
“Good Quality”
“Colour nice”
“Amazing mascara”
“nice smell”
“Great Value”
“Good and lasts fairly”
“Very moisturising and feel good”
“Its safe, good for the skin and affordable”
“It's really nice and water proof”
“Can be applied easily”
What buyers complain about
“not really same as picture color”
“Bad quality”
“was dry”
“bad smell”
“Sticky”
“NOT WATERPROOF”
“Bad easy to get broken”
“Damaged my lashes”
“its very expensive”
“Rash on my face”
Top return reasons
Common questions
- Is makeup profitable to sell on Amazon United Arab Emirates?
- The niche generates $402K/yr across 103 tracked products. 3 of 8 products launched in the last 360 days are still selling. 90-day search growth is +12.7%. Flapen's verdict: Worth a look (57/100).
- How competitive is the makeup niche?
- 14 brands and 112 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in makeup?
- Top complaints mined from reviews: لون, الجودة الشاملة, رطب/جاف. The return rate is 1.3%.
- When does demand for makeup peak?
- Demand peaks in May–Nov; the busiest month runs 2.4× the quietest.
- What does it cost to enter the makeup niche?
- Listings span $4.24–$131.81; the average listing price is $22.70 (sweet spot $15–$100). The average incumbent carries 15,435 reviews — the moat a new listing must climb.