Is blending brush profitable to sell on Amazon United Kingdom?

The niche generates £119K/yr across 29 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is +2.4%. Flapen's verdict: Skip it (43/100).

How competitive is the blending brush niche?

5 brands and 54 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in blending brush?

Top complaints mined from reviews: Durability, Quality-Overall, Size-Overall. The return rate is 0.4%.

When does demand for blending brush peak?

Demand peaks in Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the blending brush niche?

Listings span £3.29–£27.85; the average listing price is £8.42 (sweet spot $15–$100). The average incumbent carries 5,647 reviews — the moat a new listing must climb.

blending brush

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great7.4%

search→purchase rate — share of searches ending in a sale

Competition

Good46%

top-5 click share — leaders hold, buyers still browse

Price range

Good£3.29–£27.85

cheapest to priciest tracked listing — scored on the share inside $15–$100

Market size

Okay£119K

£119K/yr · 190K searches

Growth

Okay+2.4%

90-day search growth — must beat 0% to launch

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,647.45

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.42

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, blending brush is a £119K/yr Amazon United Kingdom market (190K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Dec. Verdict: Skip it — 43/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

blending brush market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: £105K–£126K; units × avg price
Conversion rate: 7.4%
Avg BSR: #167
Page quality: 0%
Prime: 100%
Sponsored: 76%
Out of stock: 0.6%
Avg brand age: 48 months
Avg seller age: 152 days

Competition & brand share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

46%

Top 20: 92%

Open market

e.l.f.77%
REAL TECHNIQUES18%
Lamora2%
IMPORA LONDON1%
KINGMAS1%

Demand & seasonality

Weekly Amazon search volume, last 87 weeks — +2.4% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.0×

Open Trend

Top blending brush search terms

elf makeup brushes39K/yr -6.1%3.7% conv.
elf brush21K/yr +65.2%5.3% conv.
elf brushes25K/yr -2.8%4.0% conv.
real techniques foundation brush27K/yr -21.6%9.6% conv.
elf foundation brush13K/yr +1.9%9.4% conv.
cream bronzer brush12K/yr +4.8%6.6% conv.
elf brush set10K/yr -2.1%2.1% conv.
cream blush brush7K/yr +4.2%6.8% conv.
liquid blush brush7K/yr -15.0%7.6% conv.
elf make up brushes8K/yr +2.4%5.3% conv.

All search terms

Top blending brush 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.

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

e.l.f. Camo Liquid Bronzer & Contour Duo Brush Dual-Ended Face Makeup Brush For a Sun-Kissed Sculpted Complexion Synthetic Bristles Vegan & Cruelty-Free

e.l.f.£6.044.7★2,177 rev

Real Techniques Expert Face Makeup Brush For Liquid and Cream Foundation Blush and Bronzer Buildable Coverage for Base Makeup Dense Synthetic Bristles Vegan and Cruelty-Free 1 Count

REAL TECHNIQUES£5.414.6★17,057 rev

e.l.f. Camo Liquid Blush Brush Angled Blush Brush Ideal For Applying & Blending Colours On Cheeks Soft Dense Bristles Vegan & Cruelty-free

e.l.f.£4.574.7★3,528 rev

e.l.f. Dual-Ended Cream + Powder Brush Two-in-One Makeup Brush For Creating A Gorgeous Airbrushed-looking Complexion Vegan & Cruelty-free

e.l.f.£7.194.7★3,088 rev

e.l.f. Ten Out Of Ten Brush Set 10 Piece Brush Kit Brushes For Face Makeup Eyes Brows & More Made With Synthetic Bristles Vegan & Cruelty-Free

e.l.f.£27.854.7★528 rev

Newest

by launch date

Lamora Liquid Bronzer + Contour Foundation Dual-Ended Makeup Brush - Full Face Duo Makeup Kabuki Brush for Cream or Liquid Blush Highlighter Concealer - Vegan Cruelty-Free & Synthetic Bristles

Lamora£5.849 rev

6mo ago

e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots for an Airbrushed Finish with a Precision Tip Synthetic Vegan & Cruelty-Free

e.l.f.£4.83662 rev

7mo ago

e.l.f. Smooth Swipe Foundation Brush Face Makeup Brush for a Natural-Looking Finish for Liquid & Cream Formulas Vegan & Cruelty-Free

e.l.f.£5.77267 rev

7mo ago

e.l.f. Stain & Tint Blending Brush Liquid Blush Brush For Blending & Creating An Even Finish Made With Synthetic Bristles Vegan & Cruelty-Free

e.l.f.£4.78765 rev

1y ago

e.l.f. Camo Liquid Bronzer & Contour Duo Brush Dual-Ended Face Makeup Brush For a Sun-Kissed Sculpted Complexion Synthetic Bristles Vegan & Cruelty-Free

e.l.f.£6.042,177 rev

1y ago

What buyers say about blending brush

What buyers praise and complain about, mined from review topics.

What buyers love

Brush Quality27%

“Brilliant Brush”

Quality-Overall17%

“Excellent product”

Soft Feel13%

“Bristles are soft”

Value For Money13%

“Good Value”

Ease Of Cleaning4%

“Cleans easily”

Advertised Vs Actual Product4%

“As advertised”

Coverage3%

“Good value and does a good coverage”

Ease Of Application3%

“Helpful application”

Ease Of Use2%

“Easy to use”

Suitability Combination Skin2%

“Gives flawless complexion”

What buyers complain about

Durability15%

“Fell apart”

Quality-Overall14%

“Rubbish quality as others said”

Size-Overall10%

“as it was too big to get in all the nooks and crannies,”

Texture/Consistency-Overall6%

“not very dense”

Hard Feel5%

“It feels too hard for me”

Product Condition5%

“Came broken and used”

Brush Quality5%

“Very cheap flimsy brush”

Adhesion/Stickiness3%

“I accidentally got liquid on the glued part”

Value For Money3%

“It was £9.00 which I understand is cheap”

Soft Feel2%

“However, it is not as soft as other reviews describe though so be gentle when using”

Top return reasons

Size-Overall39%

Quality-Overall11%

Brush Quality8%

Advertised Vs Actual Product6%

Soft Feel5%

Functionality-Overall4%

Product Condition4%