Is concealer profitable to sell on Amazon United Kingdom?

The niche generates £751K/yr across 34 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -9.4%. Flapen's verdict: Skip it (47/100).

How competitive is the concealer niche?

6 brands and 247 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in concealer?

Top complaints mined from reviews: Color, Functionality-Overall, Value For Money. The return rate is 0.1%.

When does demand for concealer peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the concealer niche?

Listings span £2.92–£6.37; the average listing price is £4.64 (sweet spot $15–$100). The average incumbent carries 27,024 reviews — the moat a new listing must climb.

concealer

Skip it

Prices mostly outside the sweet spot ($2.92–$6.37) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Good£751K

£751K/yr · 2.8M searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good5.7%

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

Competition

Good50%

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

Growth

Bad-9.4%

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

Avg price

Bad£4.64

avg listing price — sweet spot $15–$100

Review moat

Bad27,023.74

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad97%

top-5 brand share — brand-locked demand

Price range

Bad£2.92–£6.37

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

According to Flapen's Amazon United Kingdom niche tracking, concealer is a £751K/yr Amazon United Kingdom market (2.8M searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 47/100.

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

concealer market data

Units sold / yr: 150K–200K; avg 3,000–4,000/product
Revenue / yr: £696K–£928K; units × avg price
Conversion rate: 5.7%
Avg BSR: #8
Page quality: 0%
Prime: 100%
Sponsored: 76%
Out of stock: 1.2%
Avg brand age: 47 months
Avg seller age: 144 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 flat

Sellers

247

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

50%

Top 20: 84%

Open market

Maybelline43%
e.l.f.32%
Rimmel12%
Revolution Beauty London6%
L'Oreal Paris3%
MUA3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -9.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top concealer search terms

concealer1.4M/yr -7.3%3.6% conv.
maybelline concealer330K/yr +0.5%6.2% conv.
elf concealer281K/yr -14.4%4.2% conv.
rimmel concealer99K/yr -9.0%4.9% conv.
concealer for mature skin63K/yr -21.3%3.6% conv.
loreal concealer71K/yr -9.6%1.9% conv.
under eye concealer78K/yr -32.7%2.3% conv.
revolution concealer63K/yr -4.1%3.4% conv.
fit me concealer60K/yr -9.8%4.3% conv.
concealer stick60K/yr -19.1%2.1% conv.

All search terms

Top concealer 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. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Fair Warm 0.203 Fl Oz (6mL)

e.l.f.£5.774.4★6,148 rev

Maybelline Concealer Instant Anti Age Eraser Eye Concealer Dark Circles and Blemish Concealer Ultra Blendable Formula Dermatologist Tested & Suitable for Sensitive Skin 01 Light

Maybelline£4.774.4★68,149 rev

Maybelline Concealer Fit Me! Full Coverage Concealer for Face Oil Free Delivers Even Complexion Non-Comedogenic Matte & Poreless Ultra Blendable Shade: 15 Fair

Maybelline£5.044.4★67,159 rev

Rimmel Multi Tasker Concealer Fair crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml

Rimmel£4.634.4★6,233 rev

Maybelline Instant Anti-Age Eraser Eye Concealer for Face Dark Circles Blemish & Fine Lines Concealer Full Coverage Dermatologist Tested Suitable for Sensitive Skin Shade: 00 Ivory

Maybelline£4.644.4★68,149 rev

Newest

by launch date

e.l.f. Soft Glam Satin Concealer Medium Coverage for Blemishes & Under-Eye Crease-Resistant Long-Lasting Vegan & Cruelty-Free 13 Fair Neutral

e.l.f.£4.212,845 rev

7mo ago

Rimmel Multi Tasker Concealer Fair crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml

Rimmel£4.636,233 rev

5y ago

Rimmel Multi Tasker Concealer Ivory crease-proof transfer-proof and waterproof provides up to 24 hours of wear 10ml

Rimmel£5.206,233 rev

5y ago

e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Fair Warm 0.203 Fl Oz (6mL)

e.l.f.£5.776,148 rev

5y ago

e.l.f. Hydrating Camo Concealer Satin Finish Conceals Corrects & Highlights Light Peach 0.203 Fl Oz (6mL)

e.l.f.£5.123,015 rev

5y ago

What buyers say about concealer

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

What buyers love

Coverage19%

“The coverage is natural”

Quality-Overall16%

“Very effective product”

Value For Money15%

“Worth the money”

Color7%

“Lovely colour”

Suitability Combination Skin6%

“Works well on my skin”

Advertised Vs Actual Product5%

“Does what it says”

Ease Of Use5%

“blends super easily”

Ease Of Application5%

“Easy to apply”

Soft Feel2%

“soft on my skin”

Moist/Dry2%

“hydrating”

What buyers complain about

Color14%

“Colour darker than expected”

Functionality-Overall13%

“Unusable”

Value For Money10%

“not worth the money”

Moist/Dry6%

“it just goes all dry and blotchy”

Coverage6%

“Zero coverage”

Ease Of Use6%

“Not completely obvious how to get the product out”

Thickness4%

“Too thick”

Quality-Overall3%

“the sponge was cheap”

Smudge Resistance2%

“The worst concealer I have ever used if Im honest it just doesn't stick on the skin smudges so easily”

Size-Overall2%

“Small”

Common questions

Is concealer profitable to sell on Amazon United Kingdom?: The niche generates £751K/yr across 34 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -9.4%. Flapen's verdict: Skip it (47/100).
How competitive is the concealer niche?: 6 brands and 247 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in concealer?: Top complaints mined from reviews: Color, Functionality-Overall, Value For Money. The return rate is 0.1%.
When does demand for concealer peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the concealer niche?: Listings span £2.92–£6.37; the average listing price is £4.64 (sweet spot $15–$100). The average incumbent carries 27,024 reviews — the moat a new listing must climb.

concealer

concealer market data

Competition & brand share

Demand & seasonality

Top concealer search terms

Top concealer products on Amazon

Top sellers

Newest

Trending

What buyers say about concealer

What buyers love

What buyers complain about

Common questions

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