How competitive is the Concealer Stick niche on Amazon United Kingdom?

10 brands and 292 sellers compete in Concealer Stick on Amazon United Kingdom. The top 5 Concealer Stick products take 56% of clicks and its top 5 brands hold 95% of demand.

What do buyers complain about in Concealer Stick?

Concealer Stick buyers on Amazon United Kingdom complain most about Color, Functionality-Overall, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Concealer Stick niche?

Concealer Stick sells for £4.49 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.93–£7.42. The average incumbent carries 10,200 reviews — the moat a new listing must climb.

Concealer Stick

prices mostly outside the sweet spot ($1.93–$7.42) — Concealer Stick doesn't clear our bar today.

Flapen Score

Skip it

Ranks 1,964 of 2,481 Beauty niches · −7 vs the category median of 47

This niche Category average · 2,481 niches

Is Concealer Stick profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Concealer Stick is a £73K/yr Amazon United Kingdom market (200K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 40/100.

Concealer Stick: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -11.7% over the last 90 days and 8.1% of searches end in a purchase.

£73K

revenue / yr

Units sold / yr20K

Search volume / yr-11.7%200K

Conversion rate8.1%

Avg price£4.49

Who owns the niche?

The top 5 brands hold 95% of demand, so 5% of the market is open.

open market share

Brands · sellers10 · 292

Top-5 product click share56%

Open market5%

Avg brand age46 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 31 products

Top Concealer Stick products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

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

Price: £4.63
Rating: 4.4/5
Reviews: 6,233
Age: 5y ago

Rimmel London Hide The Blemish Stick Concealer 4.5g

Price: £3.54
Rating: 4.5/5
Reviews: 3,496
Age: 17y ago

Rimmel Lasting Radiance Full Coverage Concealer and Eye Illuminator 10 Ivory 7ml

Price: £4.40
Rating: 4.6/5
Reviews: 2,083
Age: 7y ago

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

Price: £5.20
Rating: 4.4/5
Reviews: 6,233
Age: 5y ago

Rimmel London Hide The Blemish Concealer 4 Natural Beige 4.5 g (Pack of 1)

Price: £3.61
Rating: 4.6/5
Reviews: 3,699
Age: 17y ago

Newest

by launch date

Avon True Colour Flawless Concealer Cover Up Stick (Fair)

Price: £6.66
Rating: 4.4/5
Reviews: 39
Age: 1y ago

Rimmel Kind + Free 24h Hydrating Concealer Light 020

Price: £4.74
Rating: 4.4/5
Reviews: 1,750
Age: 4y ago

Rimmel Kind + Free 24h Hydrating Concealer Fair 010

Price: £5.05
Rating: 4.4/5
Reviews: 1,750
Age: 4y ago

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

Price: £4.63
Rating: 4.4/5
Reviews: 6,233
Age: 5y ago

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

Price: £5.20
Rating: 4.4/5
Reviews: 6,233
Age: 5y ago

Competition: brands, sellers & click share

The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

292

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

56%

Top 20: 88%

Open market

Rimmel80%
Maybelline7%
W73%
Revlon2%
Collection2%
Avon1%
Open — no brand owns it (4 brands, 4%)

Concealer Stick demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume200KCVR8.1%Products31Brands10Top 5 Brands95%OOS Rate2.6%Rating4.4★Reviews10,200Avg BSR#39

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Concealer Stick search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

rimmel concealer99K/yr -9.0%7.5% conv.
concealer stick60K/yr -19.1%4.4% conv.
spot concealer8K/yr -19.5%4.0% conv.
blemish concealer5K/yr +0.3%3.5% conv.
concealer rimmel6K/yr -13.9%6.4% conv.
stick concealer5K/yr -12.9%2.4% conv.
cover up stick concealer5K/yr -15.7%5.6% conv.
rimmel london concealer4K/yr +8.2%5.0% conv.
cover stick concealer3K/yr +17.2%8.7% conv.
rimmel concealer ivory5K/yr +2.2%15.8% conv.

What reviews say buyers love and hate about Concealer Stick

What buyers mention most, as a share of all reviews.

What buyers love

84% of reviews

Coverage19%

“Decent coverage”

Quality-Overall18%

“Excellent product”

Value For Money14%

“Good for price”

Color7%

“Great shade”

Ease Of Use7%

“Easy to use”

What buyers complain about

65% of reviews

Color15%

“its a lot darker”

Functionality-Overall12%

“this isnt as effective as I thought it would be”

Value For Money10%

“not worth the money”

Ease Of Use6%

“difficult to open”

Coverage6%

“Doesn't give good coverage”

Common Concealer Stick questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Concealer Stick 40/100 on Amazon United Kingdom — Skip it. The niche generates £73K/yr across 31 tracked products. Search demand moved -11.7% over the last 90 days.