---
title: "make up — €2.3M/yr Amazon Germany Niche, Score 56/100 - Flapen"
canonical_url: "https://flapen.com/research/de/kosmetik/make-up"
last_updated: "2026-07-20T19:09:41.274Z"
locale: en
meta:
description: "make up shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "make up shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "make up — €2.3M/yr Amazon Germany Niche, Score 56/100 - Flapen"
---
# **make up**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 95Growth 15Conversion 40Competition 77Returns 99Price range 47Avg price 43Brand share 35Review moat 16Quality gap 57
**Returns**
**Incredible****0.1%**
return rate — above 6% kills the launch gate
**Market size**
**Incredible****€2.3M**
€2.3M/yr · 6.6M searches
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****€2.33–€26.42**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****€11.10**
avg listing price — sweet spot $15–$100
**Conversion**
**Okay****3.2%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****20,112.88**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-19.4%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon Germany niche tracking, make up is a €2.3M/yr Amazon Germany market (6.6M searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Nov. Verdict: Worth a look — 56/100.
Data updated Jul 14, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **200K–250K**
- avg 4,000–5,000/product
- **Revenue / yr**
- **€2.2M–€2.8M**
- units × avg price
- **Launch success**
- **100%**
- 6 of 6 new (360d)
- **Conversion rate**
- **3.2%**
- **Avg BSR**
- **#17**
- **Page quality**
- **0%**
- **Prime**
- **98%**
- **Sponsored**
- **92%**
- **Out of stock**
- **0.1%**
- **Avg brand age**
- **40 months**
- **Avg seller age**
- **168 days**
## **Competition**
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.
**Brands**
**15 **▼falling
**Sellers**
**187**
**Top-5 brand share**
**84%**
Top 20: 100%
**Top-5 click share**
**38%**
Top 20: 71%
**Open market**
**12%**
- MAYBELLINE47% - M. Asam21% - L'Oreal Paris8% - NYX PROFESSIONAL MAKEUP4% - Kiko Milano3% - Essence Cosmetics3% - Open — no brand owns it (9 brands, 12%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -19.4% search growth over the last 90 days.
250K150KPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 1.9×
[**Open Trend **](https://flapen.com/research/de/kosmetik/make-up/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%€93K8%€186K12%€280K16%€373K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 48 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Maybelline New York Sky High Mascara für extreme Länge & volles Volumen Tower Flex Bürste für Definition bis in die Spitzen Formel mit Bambusextrakt Schwarz (Very Black)**MAYBELLINE**€7.18**4.4★78,762 rev](https://www.amazon.de/dp/B08P4YPB8Q) [2**M. Asam Magic Finish Make Up Mousse Classic (30ml) 4-in-1 Primer Make up Puder & Concealer Kaschiert Gleicht aus Verschönert & Perfektioniert - Für helle bis mittlere Haut Vegan**M. Asam**€18.37**4.4★26,836 rev](https://www.amazon.de/dp/B01N5QC1CL) [3**Maybelline New York Sky High Waterproof Mascara für extreme Länge & volles Volumen Wasserfeste Wimperntusche mit Tower Flex Bürste & Bambusextrakt Wischfest & Langanhaltend Schwarz**MAYBELLINE**€7.41**4.4★78,762 rev](https://www.amazon.de/dp/B0092QK8N2) [4**Maybelline New York Lash Sensational Voller-Wimpern-Fächer Mascara für voluminöse Wimpern 2-in-1 Wimpern-Entfalter-Bürste für den Fächer-Effekt Farbe: Very Black 9 5ml**MAYBELLINE**€6.16**4.4★72,101 rev](https://www.amazon.de/dp/B00PFCSXD4) [5**Maybelline New York Sky High Cosmic Black Mascara für extreme Länge & kosmisches Volumen Ultra-schwarze Wimperntusche mit extra Pigmenten Tower Flex Bürste & Bambusextrakt für maximale Definition**MAYBELLINE**€7.46**4.4★78,762 rev](https://www.amazon.de/dp/B09NQHCKJK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Maybelline New York Sky Tubes Mascara Tubing Wimperntusche für extreme Länge & sanftes Entfernen mit warmem Wasser Formel mit Shea Butter & Rizinusöl für gepflegte Wimpern Schwarz 7 2ml**MAYBELLINE**€11.13**251 rev4mo ago](https://www.amazon.de/dp/B0G52CKKMT) [**M. Asam MAGIC FINISH Geschenkset mit Make-up Mousse Classic (30 ml) & 5IN1 Hybrid Mascara Deep Black (8 ml) 4-in-1 Foundation & Volumen Mascara Make-up Geschenkset für Frauen**M. Asam**€19.62**20 rev5mo ago](https://www.amazon.de/dp/B0GKHMXW66) [**M. Asam MAGIC CARE Perfect Teint (30 ml) Transparentes Make-up Lässt Falten sofort verschwinden Weichzeichner-Effekt mit Langzeitwirkung Verfeinert sichtbar das Porenbild Mattierend**M. Asam**€18.20**7,542 rev6mo ago](https://www.amazon.de/dp/B0GFFFNX6J) [**Viugex Make Up Set All In One Makeup Kit Schminkset für Mädchen Frauen Teenager Kosmetik Geschenkset mit Lidschatten Palette Foundation Rouge Lipgloss Mascara Eyeliner Augenbrauenstift Pinsel**Viugex**€14.06**99 rev6mo ago](https://www.amazon.de/dp/B0GCG6MTN9) [**Maybelline New York Lash Sensational Body Mascara Wimperntusche Volumenmascara für 24H Wimpern-Lifting und 12x Volumen mit Sanduhr-Kurven Bürste und Tonerde ohne Verklumpen Schwarz 9 5 ml**MAYBELLINE**€9.80**1,213 rev7mo ago](https://www.amazon.de/dp/B0FPX93VHW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Maybelline New York Sky Tubes Mascara Tubing Wimperntusche für extreme Länge & sanftes Entfernen mit warmem Wasser Formel mit Shea Butter & Rizinusöl für gepflegte Wimpern Schwarz 7 2ml**MAYBELLINE**€11.13**4.4★**▲ 341%**](https://www.amazon.de/dp/B0G52CKKMT) [**Viugex Make Up Set All In One Makeup Kit Schminkset für Mädchen Frauen Teenager Kosmetik Geschenkset mit Lidschatten Palette Foundation Rouge Lipgloss Mascara Eyeliner Augenbrauenstift Pinsel**Viugex**€14.06**4.2★**▲ 300%**](https://www.amazon.de/dp/B0GCG6MTN9) [**essence NATURAL MATTE MOUSSE FOUNDATION 02 Warm Beige Mousse Make-up mattierend mittlere Deckkraft natürlich schöner Teint 16 g**Essence Cosmetics**€3.19**4.5★**▲ 290%**](https://www.amazon.de/dp/B0BQZ36ZDZ) [**M. Asam MAGIC FINISH Geschenkset mit Make-up Mousse Classic (30 ml) & 5IN1 Hybrid Mascara Deep Black (8 ml) 4-in-1 Foundation & Volumen Mascara Make-up Geschenkset für Frauen**M. Asam**€19.62**4.6★**▲ 264%**](https://www.amazon.de/dp/B0GKHMXW66) [**M. Asam MAGIC CARE Perfect Teint (30 ml) Transparentes Make-up Lässt Falten sofort verschwinden Weichzeichner-Effekt mit Langzeitwirkung Verfeinert sichtbar das Porenbild Mattierend**M. Asam**€18.20**4.2★**▲ 248%**](https://www.amazon.de/dp/B0GFFFNX6J)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Wimpernqualität**23%
*“Bester Mascara”*
**Qualität insgesamt**16%
*“Super Produkt”*
**Farbe**5%
*“Die Farbe „Very Black“ ist schön intensiv”*
**Einfache Anwendung**5%
*“Der Blush lässt sich super einfach auftragen”*
**Preis-Leistungs-Verhältnis**4%
*“Preis-Leistung super”*
**beworben Vs Tatsächliches Produkt**4%
*“Macht was er verspricht”*
**Eignung für Mischhaut**4%
*“Matches Fair to Medium Skin Tones”*
**Weiches Gefühl**3%
*“Dezent✨ Soooo soft und schön🤩”*
**Abdeckung**3%
*“Super deckende Foundation”*
**Haltbarkeit**3%
*“Perfekte Haltbarkeit”*
### **What buyers complain about **
**Preis-Leistungs-Verhältnis**10%
*“Überteuerter Müll”*
**Feucht/Trocken**9%
*“wirkt wie ausgetrocknet”*
**Wimpernqualität**9%
*“Leider kein Lash-Sensational-Ergebnis”*
**Qualität insgesamt**7%
*“Qualität null”*
**Funktionalität insgesamt**6%
*“Wirkt nicht”*
**Farbe**5%
*“Farbe nicht sichtbar”*
**Allergien**4%
*“Allergie”*
**Produktzustand**3%
*“Das Produkt war gebraucht”*
**Wischfestigkeit**3%
*“Verschmiert”*
**Geruch**3%
*“verklumpt total und stinkt”*
### **Top return reasons **
**Farbe**20%
**Qualität insgesamt**10%
**Feucht/Trocken**8%
**beworben Vs Tatsächliches Produkt**7%
**Funktionalität insgesamt**7%
**Gesamtgröße**6%
**Produktzustand**5%
**Geruch**4%
**Abdeckung**3%
**Helligkeit/Glanz/Glühen**2%
## **Common questions**
- **Is make up profitable to sell on Amazon Germany?**
- The niche generates €2.3M/yr across 48 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -19.4%. Flapen's verdict: Worth a look (56/100).
- **How competitive is the make up niche?**
- 15 brands and 187 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 84% of demand.
- **What do buyers complain about in make up?**
- Top complaints mined from reviews: Preis-Leistungs-Verhältnis, Feucht/Trocken, Wimpernqualität. The return rate is 0.1%.
- **When does demand for make up peak?**
- Demand peaks in Nov; the busiest month runs 1.9× the quietest.
- **What does it cost to enter the make up niche?**
- Listings span €2.33–€26.42; the average listing price is €11.10 (sweet spot $15–$100). The average incumbent carries 20,113 reviews — the moat a new listing must climb.
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