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Makeup Remover

Fail

The top 5 brands take 100% of clicks, so Makeup Remover is a Fail.

Flapen Score
41
41 / 100
Ranks 1,867 of 2,481 Beauty niches · −6 vs the category median of 47
Market size
£971K/yr1.7M searches / yr
90-day growth
+2.4%search demand this quarter
Competition
86%top-5 click share · 3 brands · 70 sellers

Flapen Score

Makeup Remover against its category

The dotted line is the Beauty average. Past it, Makeup Remover is stronger. Inside it, weaker.

41Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Makeup Remover market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Makeup Remover 1.7M times last year and spent an estimated £971K. All 3 brands take every click. Flapen scores it 41 out of 100, a Fail.

01 · Demand

An estimated 15.6% of those searches ended in a purchase.

Shoppers searched for this 1.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 15.6% of those searches ended in a purchase. Searches in the last 90 days moved +2.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £971K a year.

Searches, last 12 months
1.7M
Growth, 90 days vs prior 90
+2.4%
Conversion, latest week
15.6%
Market size, estimated
£971Ka year
Top search term
micellar water815K searches a year

02 · Price

A sale here is worth £3.67.

Listings sell for £3.67 on average, from £1.97 to £5.37. Amazon reports units sold in ranges. This niche sold 300K to 400K a year. The average listing sells 25,000 to 30,000 of them. At £3.67 that is £92K to £110K a year per listing.

Average price
£3.67under the $15 to $100 sweet spot
Price range
£1.97–£5.37
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
300K–400K
Units per listing a year
25,000–30,000
Revenue per listing a year
£92K–£110K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

75% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #6 within Make-up Removers. It carries 8,189 reviews at 4.68 stars, so a new listing needs social proof before a better product.

Sponsored listings
75%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#6in Make-up Removers
Average rating
4.68 starsAmazon United Kingdom average 4.36 stars
Average reviews
8,189per listing
Listings tracked
8

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 67 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
67 months

Products

Top Makeup Remover products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 21, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 86% of clicks. A locked shelf that new listings rarely crack.

£0£146K£291K£437K£583K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 rising

Sellers

70

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

86%

Top 20: 100%

Open market

0%

  • Garnier70%
  • NIVEA19%
  • Simple10%
  • Open — no brand owns it (0%)

Demand

Makeup Remover search demand

Weekly searches over the year, seasonality beneath. Pick a range.

45K35KSpike '26JanFebMarAprMayJunJul

No pronounced peak months · busiest ÷ quietest = 1.2× · 7 of 12 months tracked

Search terms

Top Makeup Remover search terms shoppers use

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

  • micellar water815K/yr
  • make up remover170K/yr
  • garnier micellar cleansing water179K/yr
  • makeup remover162K/yr
  • micellar cleansing water120K/yr
  • simple micellar water50K/yr
  • garnier micellar water37K/yr
  • nivea micellar water31K/yr
  • micellar water garnier22K/yr
  • cleansing water18K/yr

Reviews and returns

What reviews say buyers love and hate about Makeup Remover

We read the reviews and the return reasons for every product selling here.

20%of positive reviews mention “Value For Money”
18%of negative reviews mention “Allergies”
<0.1%of orders come back, a rate Amazon rounds to zero
“lately it has been causing serious eye irritation”
A buyer, on “Allergies”18% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common Makeup Remover questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data