Is morphe makeup brushes profitable to sell on Amazon United Kingdom?

The niche generates £358K/yr across 30 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -7.7%. Flapen's verdict: Skip it (45/100).

How competitive is the morphe makeup brushes niche?

5 brands and 67 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in morphe makeup brushes?

Top complaints mined from reviews: Quality-Overall, Durability, Size-Overall. The return rate is 0.5%.

When does demand for morphe makeup brushes peak?

Demand peaks in Nov–Dec; the busiest month runs 3.3× the quietest.

What does it cost to enter the morphe makeup brushes niche?

Listings span £4.57–£27.85; the average listing price is £10.89 (sweet spot $15–$100). The average incumbent carries 6,869 reviews — the moat a new listing must climb.

morphe makeup brushes

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Competition

Good48%

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

Price range

Good£4.57–£27.85

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

Market size

Good£358K

£358K/yr · 755K searches

Conversion

Good4.3%

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

Avg price

Okay£10.89

avg listing price — sweet spot $15–$100

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad6,869

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-7.7%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, morphe makeup brushes is a £358K/yr Amazon United Kingdom market (755K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 45/100.

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

morphe makeup brushes market data

Units sold / yr: 30K–40K; avg 1,000–1,250/product
Revenue / yr: £327K–£436K; units × avg price
Conversion rate: 4.3%
Avg BSR: #86
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 0.0%
Avg brand age: 42 months
Avg seller age: 153 days

Competition & brand share

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

Brands

5 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

48%

Top 20: 89%

Open market

REAL TECHNIQUES67%
e.l.f.28%
MORPHE3%
Lamora1%
PGRODE1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -7.7% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.3×

Open Trend

Top morphe makeup brushes search terms

real techniques makeup brushes335K/yr -10.4%3.9% conv.
morphe makeup brushes62K/yr -8.3%0.9% conv.
real techniques88K/yr -7.4%1.5% conv.
elf makeup brushes39K/yr -6.1%3.5% conv.
elf brush21K/yr +65.2%5.0% conv.
elf brushes25K/yr -2.8%3.7% conv.
makeup brushes real techniques29K/yr -20.8%3.2% conv.
real techniques brush set21K/yr -12.4%2.1% conv.
elf foundation brush13K/yr +1.9%9.3% conv.
make up brushes real techniques23K/yr -20.3%3.4% conv.

All search terms

Top morphe makeup brushes 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

REAL TECHNIQUES Au Naturale Makeup Brush Kit For Foundation Powders and Concealers Premium Quality Face Brushes 9 Piece Set Gold

REAL TECHNIQUES£15.184.7★1,872 rev

Real Techniques Everyday Essentials + Makeup Sponge Kit for foundation blush bronzer eyeshadow powder synthetic cruelty-free tools and blender for flawless looks 5 Piece Set

REAL TECHNIQUES£9.924.7★55,087 rev

Real Techniques Face Base Makeup Brush Kit For Concealer Foundation & Contour Works With Liquid Cream & Powder Products Staples For Blending & Buffing 4 Piece Set

REAL TECHNIQUES£10.354.6★2,747 rev

Real Techniques Blends Set 10-Piece Makeup Brush Collection with Beauty Bag for Face and Eye Use with Liquid Cream or Powder Vegan Cruelty-Free Travel-Friendly Easy to Clean

REAL TECHNIQUES£21.974.6★276 rev

e.l.f. Camo Liquid Bronzer & Contour Duo Brush Dual-Ended Face Makeup Brush For a Sun-Kissed Sculpted Complexion Synthetic Bristles Vegan & Cruelty-Free

e.l.f.£6.044.7★2,177 rev

Newest

by launch date

Real Techniques New Nudes 2.0 All Angles Face 10 Piece Set Face & Eye Makeup Brushes Includes Makeup Sponge For Foundation Concealer Blush & Eyeshadow Cruelty-Free

REAL TECHNIQUES£23.327 rev

3mo ago

Real Techniques Full Beat Makeup Brush Set 4 Piece Brush Kit for Foundation Concealer Blush Contour Highlight & Powder Blending Travel Set Soft UltraPlush Bristles Cruelty-Free

REAL TECHNIQUES£19.4491 rev

6mo ago

e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots for an Airbrushed Finish with a Precision Tip Synthetic Vegan & Cruelty-Free

e.l.f.£4.83662 rev

7mo ago

e.l.f. Smooth Swipe Foundation Brush Face Makeup Brush for a Natural-Looking Finish for Liquid & Cream Formulas Vegan & Cruelty-Free

e.l.f.£5.77267 rev

7mo ago

Real Techniques Big Blends Energy Brush + Dual-Sided Puff 6 Piece Kit for Powder Cream & Liquid Application Precision Tools for Contour Blending & Finishing Vegan & Cruelty-Free

REAL TECHNIQUES£13.92363 rev

12mo ago

What buyers say about morphe makeup brushes

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

What buyers love

Brush Quality26%

“Brilliant Brush”

Quality-Overall16%

“Excellent product”

Value For Money15%

“Good price”

Soft Feel12%

“Bristles are soft”

Advertised Vs Actual Product4%

“As advertised”

Ease Of Cleaning3%

“Cleans easily”

Ease Of Use3%

“Easy to use”

Size-Overall2%

“Great size”

Coverage2%

“Good value and does a good coverage”

Ease Of Application2%

“very good application”

What buyers complain about

Quality-Overall17%

“Not great quality”

Durability12%

“Fell apart”

Size-Overall11%

“as it was too big to get in all the nooks and crannies,”

Texture/Consistency-Overall6%

“not very dense”

Hard Feel5%

“It feels too hard for me”

Product Condition5%

“Came broken and used”

Value For Money4%

“Not worth the price”

Adhesion/Stickiness3%

“I accidentally got liquid on the glued part”

Brush Quality3%

“Very cheap flimsy brush”

Soft Feel2%

“However, it is not as soft as other reviews describe though so be gentle when using”

Top return reasons

Size-Overall34%

Quality-Overall18%

Advertised Vs Actual Product7%

Brush Quality6%

Soft Feel5%

Value For Money4%

Functionality-Overall3%

Product Condition3%

Strength2%

Hard Feel1%

Common questions

Is morphe makeup brushes profitable to sell on Amazon United Kingdom?: The niche generates £358K/yr across 30 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -7.7%. Flapen's verdict: Skip it (45/100).
How competitive is the morphe makeup brushes niche?: 5 brands and 67 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in morphe makeup brushes?: Top complaints mined from reviews: Quality-Overall, Durability, Size-Overall. The return rate is 0.5%.
When does demand for morphe makeup brushes peak?: Demand peaks in Nov–Dec; the busiest month runs 3.3× the quietest.
What does it cost to enter the morphe makeup brushes niche?: Listings span £4.57–£27.85; the average listing price is £10.89 (sweet spot $15–$100). The average incumbent carries 6,869 reviews — the moat a new listing must climb.