---
title: "beauty advent calendar 2023 — £163K/yr Amazon United Kingdom Niche, Score 49/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/beauty-advent-calendar-2023"
last_updated: "2026-07-20T20:52:45.052Z"
locale: en
meta:
description: "soft demand (-72.7% this quarter) — beauty advent calendar 2023 doesn't clear our bar today. Data updated Jul 2026."
"og:description": "soft demand (-72.7% this quarter) — beauty advent calendar 2023 doesn't clear our bar today. Data updated Jul 2026."
"og:title": "beauty advent calendar 2023 — £163K/yr Amazon United Kingdom Niche, Score 49/100 - Flapen"
---
# **beauty advent calendar 2023**
**Skip it**
Soft demand (-72.7% this quarter) — this niche doesn't clear our bar today.
Market size 34Growth 0Conversion 3Competition 55Returns 96Price range 48Avg price 95Brand share 64Review moat 78Quality gap 79
**Returns**
**Incredible****0.8%**
return rate — above 6% kills the launch gate
**Avg price**
**Incredible****£39.27**
avg listing price — sweet spot $15–$100
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Great****448.38**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Good****66%**
top-5 brand share — brands hold most of the demand
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Okay****£8.32–£184.95**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£163K**
£163K/yr · 1.7M searches
**Conversion**
**Bad****0.3%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-72.7%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, beauty advent calendar 2023 is a £163K/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 49/100.
Data updated Jul 18, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **25K–30K**
- avg 500–750/product
- **Revenue / yr**
- **£982K–£1.2M**
- units × avg price
- **Launch success**
- **7%**
- 1 of 14 new (360d)
- **Conversion rate**
- **0.3%**
- **Avg BSR**
- **#472**
- **Page quality**
- **0%**
- **Prime**
- **79%**
- **Sponsored**
- **63%**
- **Out of stock**
- **28.1%**
- **Avg brand age**
- **29 months**
- **Avg seller age**
- **167 days**
## **Competition**
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**19 **▼falling
**Sellers**
**213**
**Top-5 brand share**
**66%**
Top 20: 100%
**Top-5 click share**
**52%**
Top 20: 96%
**Open market**
**26%**
- Revolution Beauty London30% - NIVEA10% - Baylis & Harding9% - Brushworks9% - Nuxe8% - UCANBE8%
## **Demand & seasonality**
Weekly Amazon search volume, last 89 weeks — -72.7% search growth over the last 90 days.
100K60KHoliday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 92.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/beauty-advent-calendar-2023/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%5%£8K10%£16K15%£25K20%£33K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Revolution Beauty Makeup Advent Calendar 2025 24 Must-Have Products Set with Lip Gloss Highlighter Blush Brushes and Mascara Vegan and Cruelty-Free**Revolution Beauty London**£30.10**4.6★1,170 rev](https://www.amazon.co.uk/dp/B0FBH9PRYH) [2**Nivea Advent Calendar 2025 24 Products Womens Gift Set Includes Moisturiser Face Masks Lip Balms Body Cream Shower Gel Anti Perspirant and More Complete Skincare Set 440 Mm**NIVEA**£21.68**4.7★329 rev](https://www.amazon.co.uk/dp/B0FBGY4C4C) [3**Brushworks Beauty Countdown Advent Calendar 24 Days of Makeup Brushes Sponges Hair Accessories & Beauty Tools | Over 88 Value | 15 Full-Size + 9 Travel-Size Products | Cruelty-Free & Vegan**Brushworks**£17.04**4.2★3 rev](https://www.amazon.co.uk/dp/B0FNWZ8H6W) [4**Nuxe Beauty Advent Calendar (213 Value) 24-Day Luxury Skincare & Women Bodycare Gift Set With Iconic Huile Prodigieuse & Customer Favourites Limited Edition Countdown**Nuxe**£62.52**4.0★7 rev](https://www.amazon.co.uk/dp/B0FTN8W257) [5**Revolution Beauty 24-Piece Holiday Beauty Advent Calendar Makeup Gift Set with Lip Gloss Nourishing Lip Masks Brushes & Brow Gel Vegan & Cruelty-Free**Revolution Beauty London**£29.66**4.4★909 rev](https://www.amazon.co.uk/dp/B0DCQY2V4V)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**2025 Ulta Beauty x Mini Brands Advent Calendar**Ulta Beauty**£50.34**2 rev8mo ago](https://www.amazon.co.uk/dp/B0FX5NR8M9) [**Nuxe Beauty Advent Calendar (213 Value) 24-Day Luxury Skincare & Women Bodycare Gift Set With Iconic Huile Prodigieuse & Customer Favourites Limited Edition Countdown**Nuxe**£62.52**7 rev9mo ago](https://www.amazon.co.uk/dp/B0FTN8W257) [**Technic Cosmetics Advent Calendar Makeup Beauty Set - 24 Days**Technic**£16.69**5 rev9mo ago](https://www.amazon.co.uk/dp/B0FTMGPFW7) [**3INA MAKEUP - The No-Rules House: 24 Days Of Color - Multicolored Beauty Advent Calendar 2025 - Gift Set - 24 Surprises**3INA**£42.42**27 rev9mo ago](https://www.amazon.co.uk/dp/B0BYGYPTR5) [**Charlotte Tilbury - Charlottes Beauty Treasure Chest Advent Calendar 2025 Limited Edition**Charlotte Tilbury**£184.95**14 rev9mo ago](https://www.amazon.co.uk/dp/B0FSDKFZTK)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**3INA MAKEUP - The No-Rules House: 24 Days Of Color - Multicolored Beauty Advent Calendar 2025 - Gift Set - 24 Surprises**3INA**£42.42**3.9★**▲ 1000%**](https://www.amazon.co.uk/dp/B0BYGYPTR5) [**Brushworks Beauty Countdown Advent Calendar 24 Days of Makeup Brushes Sponges Hair Accessories & Beauty Tools | Over 88 Value | 15 Full-Size + 9 Travel-Size Products | Cruelty-Free & Vegan**Brushworks**£17.04**4.2★**▲ 1000%**](https://www.amazon.co.uk/dp/B0FNWZ8H6W) [**15 item makeup bundle - cosmetics set starter kit - great for gifts Christmas presents stocking/beauty advent calendar fillers - favours - party bags and pampering uk**Generic**£8.32**3.5★**▲ 1000%**](https://www.amazon.co.uk/dp/B0CDJR4WHS) [**2025 Ulta Beauty x Mini Brands Advent Calendar**Ulta Beauty**£50.34**3.0★**▲ 1000%**](https://www.amazon.co.uk/dp/B0FX5NR8M9) [**Nuxe Beauty Advent Calendar (213 Value) 24-Day Luxury Skincare & Women Bodycare Gift Set With Iconic Huile Prodigieuse & Customer Favourites Limited Edition Countdown**Nuxe**£62.52**4.0★**▲ 996%**](https://www.amazon.co.uk/dp/B0FTN8W257)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**49%
*“Great value for money”*
**Quality-Overall**22%
*“The products are stunning”*
**Gifting Purpose**13%
*“Excellent gift”*
**Color**8%
*“Good combo, nice colour and good enough for a price”*
**Size-Overall**3%
*“A great size”*
**Advertised Vs Actual Product**3%
*“Definitely as described”*
**Correct Contents**2%
*“You get some beautiful little pieces in there”*
**Suitability Combination Skin**0%
*“will suit most skin types”*
### **What buyers complain about **
**Value For Money**30%
*“Looks expensive even though it is under 30quid”*
**Quality-Overall**20%
*“the quality is average”*
**Allergies**10%
*“Made me break out in a rash”*
**Size-Overall**10%
*“Bigger than expected too”*
**Smell**10%
*“have really missed the lovely smells”*
**Color**10%
*“Everything I use makes my face look white”*
**Weight Heavy**5%
*“Big, heavy, packed”*
### **Top return reasons **
**Defective Material/Parts**14%
**Water Resistance**14%
**Adhesion/Stickiness**14%
**Certifications**14%
**Leak-Proof**14%
**Quality-Overall**14%
**Compatibility-Overall**14%
## **Common questions**
- **Is beauty advent calendar 2023 profitable to sell on Amazon United Kingdom?**
- The niche generates £163K/yr across 24 tracked products. 1 of 14 products launched in the last 360 days are still selling. 90-day search growth is -72.7%. Flapen's verdict: Skip it (49/100).
- **How competitive is the beauty advent calendar 2023 niche?**
- 19 brands and 213 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 66% of demand.
- **What do buyers complain about in beauty advent calendar 2023?**
- Top complaints mined from reviews: Value For Money, Quality-Overall, Allergies. The return rate is 0.8%.
- **When does demand for beauty advent calendar 2023 peak?**
- Demand peaks in Oct–Nov–Dec; the busiest month runs 92.6× the quietest.
- **What does it cost to enter the beauty advent calendar 2023 niche?**
- Listings span £8.32–£184.95; the average listing price is £39.27 (sweet spot $15–$100). The average incumbent carries 448 reviews — the moat a new listing must climb.
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