How competitive is the Estee Lauder Mascara niche on Amazon United Kingdom?

3 brands and 21 sellers compete in Estee Lauder Mascara on Amazon United Kingdom. The top 5 Estee Lauder Mascara products take 83% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Estee Lauder Mascara?

Estee Lauder Mascara buyers on Amazon United Kingdom complain most about Quality-Overall, Value For Money, Thickness, the themes mined from the niche's reviews. Its return rate is 0.2%.

What does it cost to enter the Estee Lauder Mascara niche?

Estee Lauder Mascara sells for £20.44 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £10.29–£31.75. The average incumbent carries 605 reviews — the moat a new listing must climb.

Estee Lauder Mascara

brand-locked demand (top 5 brands take 100% of clicks) — Estee Lauder Mascara doesn't clear our bar today.

Flapen Score

Skip it

Ranks 1,399 of 2,481 Beauty niches · −2 vs the category median of 47

This niche Category average · 2,481 niches

Is Estee Lauder Mascara profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Estee Lauder Mascara is a £100K/yr Amazon United Kingdom market (76K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Jul. Verdict: Skip it — 45/100.

Estee Lauder Mascara: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +1.3% over the last 90 days and 6.4% of searches end in a purchase.

£100K

revenue / yr

Units sold / yr8K

Search volume / yr+1.3%76K

Conversion rate6.4%

Avg price£20.44

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers3 · 21

Top-5 product click share83%

Open market0%

Avg brand age72 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 · 11 products

Top Estee Lauder Mascara 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

Estée Lauder Double Wear Long-Lasting Zero-Smudge Lengthening Mascara 6 ml

Price: £17.80
Rating: 4.5/5
Reviews: 3,125
Age: 15y ago

Lash Clash Extreme Volume Mascara 02-Brown 8 Ml

Price: £20.06
Rating: 4.6/5
Reviews: 24
Age: 3y ago

Estée Lauder Sumptuous Extreme Lash Multiplying Volume and Length Mascara 8 ml

Price: £22.69
Rating: 4.6/5
Reviews: 899
Age: 2y ago

Estée Lauder Sumptuous Extreme Lash Multiplying Volume and Length Mascara 2.8 ml

Price: £10.29
Rating: 4.3/5
Reviews: 1,010
Age: 9y ago

Estée Lauder Sumptuous Extreme Waterproof Lash Multiplying Volume Mascara 8 ml

Price: £21.66
Rating: 4.5/5
Reviews: 1,049
Age: 13y ago

Newest

by launch date

Estée Lauder Sumptuous Extreme Lash Multiplying Volume and Length Mascara 8 ml

Price: £22.69
Rating: 4.6/5
Reviews: 899
Age: 2y ago

Estée Lauder Turbo Lash High Powered Volume + Length Black Mascara 8 ml

Price: £12.98
Rating: 4.1/5
Reviews: 140
Age: 2y ago

Lash Clash Extreme Volume Mascara 02-Brown 8 Ml

Price: £20.06
Rating: 4.6/5
Reviews: 24
Age: 3y ago

Yves Saint Laurent Volume Effet Faux Cils Radical Mascar 1 Black 7.5 ml

Price: £21.80
Rating: 4.3/5
Reviews: 154
Age: 5y ago

YSL MVEFC THE CURLER REBELLIOUS BLACK

Price: £24.06
Rating: 4.3/5
Reviews: 27
Age: 8y ago

Competition: brands, sellers & click share

The top 5 products capture 83% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

3 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

Estee Lauder66%
Yves Saint Laurent31%
Dior3%
Open — no brand owns it (0%)

Estee Lauder Mascara demand & seasonality

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

Volume76KCVR6.4%Products11Brands3Top 5 Brands100%OOS Rate14.6%Rating4.4★Reviews605Avg BSR#443

Peak months: Feb, Jul · busiest ÷ quietest = 2.5×

Top Estee Lauder Mascara search terms shoppers use

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

estee lauder mascara32K/yr +3.4%11.2% conv.
ysl mascara black15K/yr +2.0%4.1% conv.
ysl mascara12K/yr +3.9%2.9% conv.
estee lauder double wear mascara10K/yr -15.9%9.8% conv.
ysl lash clash mascara black4K/yr +24.5%3.3% conv.
estee lauder mascara double wear4K/yr +10.4%10.8% conv.

What reviews say buyers love and hate about Estee Lauder Mascara

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

What buyers love

100% of reviews

Value For Money38%

“Worth every penny”

Quality-Overall25%

“Excellent product”

Smudge Resistance10%

“smudge free even in the heat”

Size-Overall7%

“Very happy a good size I neerfuishusingthe bigger size”

Coverage7%

“Good coverage”

What buyers complain about

100% of reviews

Quality-Overall33%

“Poor Quality”

Value For Money33%

“For such a massive brand and expense, would not get again”

Thickness17%

“So thick and clumpy”

Ease Of Use17%

“It couldnt be used”

Estee Lauder Mascara return rate & reasons

Why buyers send it back, as a share of all return requests.

0.2%

Return rate

67%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Color

59%

2Moist/Dry

3Advertised Vs Actual Product

4Functionality-Overall

5Thickness

Common Estee Lauder Mascara questions

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

Flapen scores Estee Lauder Mascara 45/100 on Amazon United Kingdom — Skip it. The niche generates £100K/yr across 11 tracked products. Search demand moved +1.3% over the last 90 days.