Is sephora profitable to sell on Amazon United Kingdom?

The niche generates £103K/yr across 16 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is -22.5%. Flapen's verdict: Skip it (35/100).

How competitive is the sephora niche?

4 brands and 50 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in sephora?

Top complaints mined from reviews: Size-Overall, Color, Moist/Dry. The return rate is 0.1%.

When does demand for sephora peak?

Demand peaks in Jan–Feb–Dec; the busiest month runs 12.0× the quietest.

What does it cost to enter the sephora niche?

Listings span £3.79–£7.36; the average listing price is £5.61 (sweet spot $15–$100). The average incumbent carries 4,413 reviews — the moat a new listing must climb.

sephora

Skip it

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

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good4.1%

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

Competition

Okay65%

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

Market size

Okay£103K

£103K/yr · 442K searches

Review moat

Bad4,412.5

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£5.61

avg listing price — sweet spot $15–$100

Growth

Bad-22.5%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£3.79–£7.36

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

According to Flapen's Amazon United Kingdom niche tracking, sephora is a £103K/yr Amazon United Kingdom market (442K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Skip it — 35/100.

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

sephora market data

Units sold / yr: 15K–20K; avg 750–1,000/product
Revenue / yr: £84K–£112K; units × avg price
Conversion rate: 4.1%
Avg BSR: #114
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 10.5%
Avg brand age: 28 months
Avg seller age: 152 days

Competition & brand share

The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

e.l.f.88%
Sitovely9%
SHEBEEDO2%
nnOuOnn1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -22.5% search growth over the last 90 days.

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 12.0×

Open Trend

Top sephora search terms

elf lip balm202K/yr -22.8%5.0% conv.
rhode lip balm88K/yr -38.1%0.5% conv.
rhode lip gloss43K/yr +2.4%0.4% conv.
elf squeeze me lip balm17K/yr -32.6%7.6% conv.
rhode peptide lip treatment14K/yr -12.1%0.1% conv.
lip balm elf9K/yr -17.8%5.2% conv.
rhode lip13K/yr -10.9%0.1% conv.
elf lip gloss set8K/yr -21.5%2.3% conv.
rhode lip tint6K/yr +7.3%0.8% conv.
elf lip balm set9K/yr -37.3%4.7% conv.

All search terms

Top sephora 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

e.l.f. Squeeze Me Lip Balm Moisturising Lip Balm For A Sheer Tint Of Colour Infused With Hyaluronic Acid Vegan & Cruelty-free Strawberry

e.l.f.£3.874.5★16,032 rev

e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free CHERRY/BUBBLEGUM

e.l.f.£6.084.4★949 rev

e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free Mango & Watermelon

e.l.f.£7.344.5★3,700 rev

Sitovely Glossy Peptide Lip Gloss Voluminous Lip Butter Balm High-Shine Plumping Nude Colors Lip Glow Oil Jelly Lipstick Lip Care & Repair Lip Mask - Cruelty Free Lip Plumper

Sitovely£7.364.3★150 rev

e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Strawberry Shortcake

e.l.f.£5.684.4★5,526 rev

Newest

by launch date

e.l.f. Glow Reviver Lip Oil Stick Tinted Lip Oil Stick Non-Sticky & Hydrating for a Soft-Shine Finish Vegan & Cruelty-Free Loveslick

e.l.f.£7.121,697 rev

7mo ago

e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free CHERRY/BUBBLEGUM

e.l.f.£6.08949 rev

7mo ago

e.l.f. Squeeze Me Lip Balm Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free Blueberry

e.l.f.£4.10355 rev

7mo ago

e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free MINT/CHOCOLATE

e.l.f.£5.85355 rev

7mo ago

e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Vanilla Soft Serve

e.l.f.£5.56882 rev

7mo ago

What buyers say about sephora

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

What buyers love

Quality-Overall16%

“Good Quality”

Moist/Dry15%

“very moisturising”

Smell12%

“Added bonus, the strawberry smell is lush”

Soft Feel10%

“So smooth and tastes amazing”

Color9%

“Great colour”

Texture/Consistency-Overall3%

“Beautiful consistency, glide's on”

Value For Money3%

“is cheap”

Adhesion/Stickiness3%

“Quite sticky”

Durability3%

“Adorable, long lasting and great price”

Advertised Vs Actual Product2%

“As described”

What buyers complain about

Size-Overall27%

“A small tube”

Color8%

“very pale the only one that doesnt look great on me is the pale pink”

Moist/Dry6%

“it didnt feel like my lips were moisturised at all”

Smell6%

“slightly musty smell”

Value For Money5%

“the price should deffo be cheaper like 3 quid”

Advertised Vs Actual Product4%

“Very misrepresentative photo in the advert”

Adhesion/Stickiness4%

“Other than the size the lip balm isnt sticky”

Quality-Overall4%

“Cheap rubbish”

Durability4%

“unfortunately has broken after just two uses”

Oily/Greasy2%

“Texture is too oily”

Top return reasons

Color46%

Quality-Overall12%

Advertised Vs Actual Product12%

Functionality-Overall8%

Defective Material/Parts6%

Ingredients-Overall6%

Weight Heavy4%

Product Condition4%

Adhesion/Stickiness2%

Common questions

Is sephora profitable to sell on Amazon United Kingdom?: The niche generates £103K/yr across 16 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is -22.5%. Flapen's verdict: Skip it (35/100).
How competitive is the sephora niche?: 4 brands and 50 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in sephora?: Top complaints mined from reviews: Size-Overall, Color, Moist/Dry. The return rate is 0.1%.
When does demand for sephora peak?: Demand peaks in Jan–Feb–Dec; the busiest month runs 12.0× the quietest.
What does it cost to enter the sephora niche?: Listings span £3.79–£7.36; the average listing price is £5.61 (sweet spot $15–$100). The average incumbent carries 4,413 reviews — the moat a new listing must climb.

sephora

sephora market data

Competition & brand share

Demand & seasonality

Top sephora search terms

Top sephora products on Amazon

Top sellers

Newest

Trending

What buyers say about sephora

What buyers love

What buyers complain about

Top return reasons

Common questions

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