pressed powder
Skip itA small market ($50K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Conversion
Good5.2%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Price range
Okay£2.23–£21.50cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-5.3%90-day search growth — must beat 0% to launch
Review moat
Bad13,128.63avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.39avg listing price — sweet spot $15–$100
Market size
Bad£50K£50K/yr · 151K searches
According to Flapen's Amazon United Kingdom niche tracking, pressed powder is a £50K/yr Amazon United Kingdom market (151K searches/yr). The top 5 brands hold 82% of demand. Verdict: Skip it — 45/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
pressed powder market data
- Units sold / yr
- 8K–10K
- avg 100–250/product
- Revenue / yr
- £51K–£64K
- units × avg price
- Conversion rate
- 5.2%
- Avg BSR
- #25
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 71%
- Out of stock
- 2.6%
- Avg brand age
- 59 months
- Avg seller age
- 146 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
330
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
41%
Top 20: 76%
Open market
15%
- Rimmel40%
- Maybelline15%
- Max Factor13%
- e.l.f.7%
- L'Oreal Paris7%
- Laura Geller Beauty3%
- Open — no brand owns it (7 brands, 15%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top pressed powder search terms
- face powder compact42K/yr
- foundation powder38K/yr
- compact powder31K/yr
- face powder for mature skin24K/yr
- pressed powder foundation6K/yr
- powder compact6K/yr
- pressed powder compact4K/yr
Top pressed powder 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
RIMMEL LONDON - Stay Matte Pressed Powder - Lightweight Oil Absorbing Smooth Non-Powdery Texture Lasting Up To 5hrs - For All Skin Types - Dermatologically Tested - Transparent - 14g
Rimmel£2.894.6★54,981 rev
Rimmel Stay Matte Pressed Powder Silky Beige 14g
Rimmel£3.044.6★54,981 rev
Rimmel London Lasting Finish Compact Foundation 001 Fair Porcelain 7g
Rimmel£3.954.2★548 rev
Maybelline Fit Me Matte & Poreless Oil Control Setting Powder 130 Buff Beige
Maybelline£4.814.4★1,475 rev
e.l.f. Prime & Stay Finishing Powder Lightweight Tinted Long Lasting Blurs Imperfections Smooths Fine Lines Controls Shine Sets Makeup Sheer 5g
e.l.f.£3.234.2★21,878 rev
Newest
by launch date
JML Mineral Magic Powder Makeup 3in1 - Pressed Face Powder Foundation that Covers Conceals Full Coverage Make Up Cover Fine Lines Corrects and Matches Skin Tone Blemishes Dark Circles Original
JML£9.94457 rev
Rimmel Lasting Finish 25 HR Compact Foundation 001 Fair Porcelain Matte Buildable Coverage Powder-to-Cream Anti-Pollution Shields SPF 20 Hyaluronic Acid Waterproof Hides Imperfections
Rimmel£4.93834 rev
Maybelline Powder Foundation Long-lasting 24H Wear Medium to Full Coverage Transfer Water & Sweat Resistant SuperStay 24H Hybrid Powder Foundation 03
Maybelline£6.702,595 rev
Rimmel London Lasting Finish Compact Foundation 001 Fair Porcelain 7g
Rimmel£3.95548 rev
Max Factor Crème Puff Pressed Powder 41 Medium Beige 14g
Max Factor£4.567,581 rev
Trending
90-day click momentum
LAURA GELLER Baked Balance-n-Brighten Colour Correcting Powder Foundation (Light) Buildable Light to Medium Coverage Baked Foundation Demi-Matte Finish
Laura Geller Beauty£14.934.2★
Rimmel Lasting Finish 25 HR Compact Foundation 001 Fair Porcelain Matte Buildable Coverage Powder-to-Cream Anti-Pollution Shields SPF 20 Hyaluronic Acid Waterproof Hides Imperfections
Rimmel£4.934.5★
Clinique Superpowder Double Face Powder Foundation Makeup
Clinique£21.504.7★
Max Factor Crème Puff Pressed Powder 81 Truly Fair 14g
Max Factor£5.004.5★
Rimmel Stay Matte Pressed Powder Warm Beige 14g
Rimmel£3.434.6★
What buyers say about pressed powder
What buyers praise and complain about, mined from review topics.What buyers love
“Fantastic price”
“Excellent product”
“Brilliant coverage”
“It allows the natural glow of my skin”
“Perfect shade”
“Does what it claims”
“smooth look”
“Lightweight and feels good on the skin”
“Goes on nicely with an applicator”
“easy to blend”
What buyers complain about
“darker than expected”
“not full coverage”
“Expensive”
“The item once I opened it today was totally smashed”
“Allergic to it :”
“the item was opened showed it was used”
“Not good, very chalky and chunky texture, unflattering on skin sticks to dry patches etc”
“Poor quality and damaged”
“Dry orange”
“Its goes on really thick”
Top return reasons
Common questions
- Is pressed powder profitable to sell on Amazon United Kingdom?
- The niche generates £50K/yr across 38 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -5.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the pressed powder niche?
- 13 brands and 330 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in pressed powder?
- Top complaints mined from reviews: Color, Coverage, Value For Money. The return rate is 0.2%.
- When does demand for pressed powder peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the pressed powder niche?
- Listings span £2.23–£21.50; the average listing price is £6.39 (sweet spot $15–$100). The average incumbent carries 13,129 reviews — the moat a new listing must climb.