Is blue mascara profitable to sell on Amazon United Kingdom?

The niche generates £67K/yr across 24 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Skip it (47/100).

How competitive is the blue mascara niche?

16 brands and 284 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 72% of demand.

What do buyers complain about in blue mascara?

Top complaints mined from reviews: Moist/Dry, Product Condition, Eyelash Quality. The return rate is 0.1%.

When does demand for blue mascara peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the blue mascara niche?

Listings span £2.63–£12.68; the average listing price is £6.35 (sweet spot $15–$100). The average incumbent carries 16,983 reviews — the moat a new listing must climb.

blue mascara

Skip it

Prices mostly outside the sweet spot ($2.63–$12.68) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible12.0%

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

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Brand share

Good72%

top-5 brand share — brands hold most of the demand

Competition

Okay59%

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

Growth

Bad-3.5%

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

Review moat

Bad16,982.96

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£6.35

avg listing price — sweet spot $15–$100

Market size

Bad£67K

£67K/yr · 88K searches

Price range

Bad£2.63–£12.68

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

According to Flapen's Amazon United Kingdom niche tracking, blue mascara is a £67K/yr Amazon United Kingdom market (88K searches/yr). The top 5 brands hold 72% of demand. Verdict: Skip it — 47/100.

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

blue mascara market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: £51K–£64K; units × avg price
Conversion rate: 12.0%
Avg BSR: #263
Page quality: 0%
Prime: 100%
Sponsored: 67%
Out of stock: 3.1%
Avg brand age: 53 months
Avg seller age: 143 days

Competition & brand share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 falling

Sellers

284

Top-5 brand share

72%

Top 20: 100%

Top-5 click share

59%

Top 20: 96%

Open market

20%

Maybelline24%
Essence Cosmetics15%
LOPHE13%
Max Factor11%
L'Oreal Paris8%
MUA8%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -3.5% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top blue mascara search terms

blue mascara41K/yr -0.0%10.4% conv.
navy mascara13K/yr -9.4%9.6% conv.
navy blue mascara10K/yr -0.3%8.0% conv.
blue mascara for eyes13K/yr -2.7%12.6% conv.
mascara blue3K/yr -3.8%8.3% conv.
navy mascara for older women4K/yr -14.4%10.5% conv.
electric blue mascara3K/yr -22.8%16.1% conv.

All search terms

Top blue mascara 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

Maybelline Blue Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Infused with Bamboo Extract Colour: Blue Mist

Maybelline£6.644.3★115,471 rev

essence I LOVE EXTREME BLUE crazy volume mascara longlasting curling extreme volumizing colour intense (12ml)

Essence Cosmetics£2.664.5★980 rev

5D Silk Fiber Eyelash Mascara Blue Volume Mascara with Soft Brush Lash Sensational Volumizing and Thickening Mascaras Long-Lasting Waterproof No Smudge Mascaras with False Lash Effect

LOPHE£3.194.2★2,341 rev

MUA Makeup Academy Stop The Search Mascara French Navy Blue - Vegan & Cruelty Free (Pack of 1)

MUA£4.854.4★83 rev

Max Factor 2000 Calorie Dramatic Volume Mascara 04 Navy 9 ml (Pack of 1) Packaging May Vary

Max Factor£4.984.3★12,348 rev

Newest

by launch date

MUA Makeup Academy Stop The Search Mascara French Navy Blue - Vegan & Cruelty Free (Pack of 1)

MUA£4.8583 rev

4mo ago

Maybelline Mascara Lash Sensational Sky High Volumizing & Thickening Eyelash Lengthening Flake-Free Formula Washable Coloured Mascara Full Volume Mascara Colour: Navy

Maybelline£9.84115,471 rev

6mo ago

QIUFSSE Blue Mascara and Eyeliner Set 5D Colored Mascara for Eyelashes

QIUFSSE£6.6813 rev

9mo ago

Navy Blue Waterproof Tubing Mascara Volumizing & Curling for Luscious Lashes Smudge-Proof Long-Lasting Eye Makeup Bold Lash Styles Easy Removal for Older Women & Sensitive Eyes (Blue)

Generic£3.8026 rev

10mo ago

essence I LOVE EXTREME BLUE crazy volume mascara longlasting curling extreme volumizing colour intense (12ml)

Essence Cosmetics£2.66980 rev

1y ago

What buyers say about blue mascara

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

What buyers love

Eyelash Quality41%

“A fantastic everyday mascara”

Color13%

“Beautiful blue”

Value For Money9%

“Excellent value”

Quality-Overall6%

“Amazing quality”

Ease Of Use4%

“The brush is easy to use”

Advertised Vs Actual Product3%

“Does the job”

Smudge Resistance3%

“No flaking or smudging”

Durability2%

“stays on well”

Ease Of Application2%

“It was smooth to apply”

Gifting Purpose1%

“Seems to be good. good gift”

What buyers complain about

Moist/Dry17%

“Very dry”

Product Condition11%

“This product is not new”

Eyelash Quality9%

“The mascara didn't do as it says”

Quality-Overall7%

“Bad quality”

Color4%

“there was no colour to it”

Ease Of Application3%

“not very good application”

Thickness3%

“Not as described in the add its not thickening it just clumps”

Ease Of Use3%

“Impossible to remove”

Contamination3%

“Eye product without sealing carry risk of contamination”

Value For Money2%

“Expensive mistake”

Top return reasons

Color50%

Moist/Dry30%

Advertised Vs Actual Product7%

Dilute/Watery7%

Eyelash Quality7%

Common questions

Is blue mascara profitable to sell on Amazon United Kingdom?: The niche generates £67K/yr across 24 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -3.5%. Flapen's verdict: Skip it (47/100).
How competitive is the blue mascara niche?: 16 brands and 284 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 72% of demand.
What do buyers complain about in blue mascara?: Top complaints mined from reviews: Moist/Dry, Product Condition, Eyelash Quality. The return rate is 0.1%.
When does demand for blue mascara peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the blue mascara niche?: Listings span £2.63–£12.68; the average listing price is £6.35 (sweet spot $15–$100). The average incumbent carries 16,983 reviews — the moat a new listing must climb.