Is face masks profitable to sell on Amazon United Kingdom?

The niche generates £2.3M/yr across 32 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -16.5%. Flapen's verdict: Worth a look (60/100).

How competitive is the face masks niche?

24 brands and 202 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 63% of demand.

What do buyers complain about in face masks?

Top complaints mined from reviews: Allergies, Moist/Dry, Skin Health. The return rate is 0.1%.

When does demand for face masks peak?

Demand peaks in Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the face masks niche?

Listings span £1.66–£24.27; the average listing price is £8.03 (sweet spot $15–$100). The average incumbent carries 7,752 reviews — the moat a new listing must climb.

face masks

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Incredible£2.3M

£2.3M/yr · 4.4M searches

Conversion

Good6.5%

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

Brand share

Good63%

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

Competition

Good48%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Okay£1.66–£24.27

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

Review moat

Bad7,752.16

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£8.03

avg listing price — sweet spot $15–$100

Growth

Bad-16.5%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, face masks is a £2.3M/yr Amazon United Kingdom market (4.4M searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Dec. Verdict: Worth a look — 60/100.

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

face masks market data

Units sold / yr: 300K–400K; avg 6,000–8,000/product
Revenue / yr: £2.4M–£3.2M; units × avg price
Conversion rate: 6.5%
Avg BSR: #19
Page quality: 0%
Prime: 97%
Sponsored: 88%
Out of stock: 3.9%
Avg brand age: 39 months
Avg seller age: 158 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Brands

24 falling

Sellers

202

Top-5 brand share

63%

Top 20: 97%

Top-5 click share

48%

Top 20: 88%

Open market

31%

BIODANCE16%
Garnier15%
medicube15%
ABENA9%
AirGearPro8%
VEVOX6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.5% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.4×

Open Trend

Top face masks search terms

face masks1.7M/yr -8.2%6.0% conv.
face mask739K/yr -7.1%4.1% conv.
mask361K/yr -21.0%2.3% conv.
face masks skincare470K/yr -47.9%4.0% conv.
korean face mask232K/yr -28.2%5.5% conv.
sheet mask132K/yr -5.1%3.8% conv.
garnier face masks131K/yr -29.5%5.2% conv.
masks118K/yr -22.1%6.7% conv.
facemask51K/yr -10.4%4.3% conv.
face masks covid88K/yr -37.0%2.0% conv.

All search terms

Top face masks 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

BIODANCE Bio-Collagen Real Deep Face Mask 4 Pcs | Hydrogel Overnight Mask | Pore Minimizing and Elasticity Improvement | Korean Face Mask for Glass Skin | Korean Skincare

BIODANCE£9.024.4★47,678 rev

medicube Salmon DNA PDRN pink collagen jelly gel mask | overnight face mask for glass glow skin- elasticity hydrating firming and moisturising | korean skincare 28g 4ea

medicube£9.274.4★12,889 rev

Abena Type IIR Disposable Face Mask with Ear Loops - Pack of 50

ABENA£2.124.6★2,803 rev

Garnier Mask Icons Discovery Collection - Face & Eye Sheet Masks Set for Dehydrated Dull and Tired Skin includes Vitamin C* Hyaluronic Acid Niacinamide - Pack of 5 sheet Masks

Garnier£6.764.4★109 rev

Garnier Sheet Mask (Pack of 5 (All Variant))

Garnier£8.034.7★3,983 rev

Newest

by launch date

Garnier Mask Icons Discovery Collection - Face & Eye Sheet Masks Set for Dehydrated Dull and Tired Skin includes Vitamin C* Hyaluronic Acid Niacinamide - Pack of 5 sheet Masks

Garnier£6.76109 rev

6mo ago

Yargkos 8 Pcs Collagen Facial Mask Real Deep Hydrogel Face Sheet Mask Skincare Moisturizing Hydrating Jelly Gel Mask Elasticity Improvement Pore Minimizing Self Care Gifts for Women

Yargkos£7.33245 rev

7mo ago

LOreal Paris Glass Skin Korean Face Mask 4 Pcs Revitalift Filler Hydrogel Glow Mask Korean Inspired Skincare Visibly Transform Skin Dewy Plumped and Refreshed Look

L'Oreal Paris£8.87593 rev

9mo ago

medicube Kojic Acid Turmeric Brightening Gold Jelly Gel Mask | Overnight Face Mask for Glass Glow Skin- Elasticity Hydrating Firming and Moisturizing | Korean Skincare 28grams x 4ea

medicube£9.0712,889 rev

1y ago

AirGearPro FFP2 Mask with Valve (10-Pack) FFP2 Respirator Mask & Dust Mask for Fine Dust Sanding & Building Work PPE Respiratory Mask

AirGearPro£13.5813 rev

1y ago

What buyers say about face masks

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

What buyers love

Quality-Overall18%

“reasonable quality for the price”

Value For Money12%

“Good value for money”

Moist/Dry11%

“Nice hydration”

Suitability Combination Skin10%

“amazing for sensitive skin”

Soft Feel7%

“Soft skin”

Brightness/Shine/Glow5%

“Glowing skin”

Advertised Vs Actual Product5%

“Does what it says”

Suitability Dry Skin4%

“A Saviour For My Dry Skin”

Ease Of Use4%

“Ease of use”

Comfort-Overall3%

“They are very comfortable”

What buyers complain about

Allergies15%

“Allergic Reaction”

Moist/Dry7%

“no moisture at all”

Skin Health6%

“My face is red and burning”

Quality-Overall5%

“These are super cheap quality”

Value For Money4%

“Waste of money”

Durability4%

“They fell apart”

Suitability Dry Skin4%

“Might be because of my very dry skin”

Ease Of Use3%

“difficult to remove”

Ease Of Application3%

“Difficult to apply”

Smell2%

“has a very unusual smell”

Top return reasons

Size-Overall16%

Advertised Vs Actual Product11%

Quality-Overall9%

Functionality-Overall8%

Value For Money7%

Smell5%

Skin Health4%

Ingredients-Overall4%

Moist/Dry3%

Adhesion/Stickiness3%

Common questions

Is face masks profitable to sell on Amazon United Kingdom?: The niche generates £2.3M/yr across 32 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -16.5%. Flapen's verdict: Worth a look (60/100).
How competitive is the face masks niche?: 24 brands and 202 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 63% of demand.
What do buyers complain about in face masks?: Top complaints mined from reviews: Allergies, Moist/Dry, Skin Health. The return rate is 0.1%.
When does demand for face masks peak?: Demand peaks in Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the face masks niche?: Listings span £1.66–£24.27; the average listing price is £8.03 (sweet spot $15–$100). The average incumbent carries 7,752 reviews — the moat a new listing must climb.