Is setting powder profitable to sell on Amazon United Kingdom?

The niche generates £702K/yr across 31 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +2.7%. Flapen's verdict: Worth a look (54/100).

How competitive is the setting powder niche?

12 brands and 243 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 85% of demand.

What do buyers complain about in setting powder?

Top complaints mined from reviews: Color, Ease Of Use, Quality-Overall. The return rate is 0.1%.

When does demand for setting powder peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the setting powder niche?

Listings span £2.48–£25.48; the average listing price is £6.28 (sweet spot $15–$100). The average incumbent carries 7,957 reviews — the moat a new listing must climb.

setting powder

Worth a look

Shows low returns (0.1%), but pricing outside the sweet spot ($6.28 avg) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great7.6%

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

Market size

Good£702K

£702K/yr · 1.5M searches

Competition

Good50%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Okay£2.48–£25.48

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

Brand share

Okay85%

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

Growth

Okay+2.7%

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

Review moat

Bad7,956.81

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£6.28

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, setting powder is a £702K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 85% of demand. Verdict: Worth a look — 54/100.

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

setting powder market data

Units sold / yr: 100K–125K; avg 3,000–4,000/product
Revenue / yr: £628K–£785K; units × avg price
Conversion rate: 7.6%
Avg BSR: #18
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 2.8%
Avg brand age: 60 months
Avg seller age: 153 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 rising

Sellers

243

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

50%

Top 20: 88%

Open market

12%

Maybelline39%
e.l.f.19%
Rimmel14%
Revolution Beauty London9%
Revolution Skincare London3%
Technic3%
Open — no brand owns it (6 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top setting powder search terms

setting powder337K/yr -1.0%6.2% conv.
powder232K/yr -4.2%5.6% conv.
face powder135K/yr -6.1%5.5% conv.
pressed powder122K/yr -1.2%4.4% conv.
maybelline fit me powder86K/yr +22.8%5.0% conv.
fit me powder96K/yr +4.2%5.2% conv.
loose powder88K/yr +0.1%4.5% conv.
translucent setting powder55K/yr +47.5%10.8% conv.
elf powder45K/yr +6.3%9.7% conv.
maybelline powder37K/yr +1.4%4.6% conv.

All search terms

Top setting 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.

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

Maybelline Matte Setting Powder Fit Me! Matte & Poreless Translucent Setting Powder Oil Control Blends Smoothly & Evenly Natural Finish Long Wearing Pore Minimizing 090 Translucent

Maybelline£4.464.4★4,475 rev

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

Revolution Beauty London Loose Baking Powder Prolongs Makeup Wear Brightening Setting Powder For All Skin Tones Translucent 32g

Revolution Beauty London£4.364.4★11,245 rev

Maybelline Matte Setting Powder Fit Me! Matte & Poreless Translucent Setting Powder Oil Control Blends Smoothly & Evenly Natural Finish Long Wearing Pore Minimizing 105 Natural

Maybelline£6.524.5★3,691 rev

e.l.f. Halo Glow Setting Powder Silky Weightless Blurring Smooths Minimizes Pores and Fine Lines Creates Soft Focus Effect Light Semi-Matte Finish 0.24 Oz

e.l.f.£6.834.5★8,553 rev

Newest

by launch date

e.l.f. Halo Glow Soft Focus Setting Powder Silky & Creates Soft Glow without Shine Smooths Pores & Lines Vegan & Cruelty-Free Light Pink

e.l.f.£6.515,759 rev

7mo ago

Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Translucent

Revolution Skincare London£5.1429 rev

7mo ago

Revolution Loose Baking Powder Makeup Setting Powder for a Luminous Finish Absorbs Shine & Excess Oils Vegan & Cruelty-Free 30g Peach

Revolution Skincare London£4.2327 rev

7mo ago

Maybelline Fit Me Loose Powder Controls shine 16H 01 Translucent

Maybelline£7.5063 rev

10mo ago

The Beauty Crop Vitamin Babe Setting Powder - Talc-Free Loose Powder for Flawless Finish - Translucent Shade - 0.35 oz

The Beauty Crop£6.55183 rev

1y ago

What buyers say about setting powder

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

What buyers love

Quality-Overall20%

“The pot is nicely made”

Value For Money17%

“Good value”

Suitability Combination Skin8%

“also helps it stay on my face”

Brightness/Shine/Glow6%

“just gives a subtle glow”

Advertised Vs Actual Product5%

“Just what I ordered”

Weight Light4%

“feels lightweight also the mirror”

Color4%

“Great colour”

Coverage4%

“Good coverage”

Suitability Oily Skin4%

“Really good for oily skin”

Soft Feel3%

“Goes on smoothly”

What buyers complain about

Color14%

“darker than expected”

Ease Of Use6%

“Extremely difficult to open”

Quality-Overall5%

“Not as good as everyone is saying”

Moist/Dry5%

“can be a little drying around the eyes”

Brightness/Shine/Glow5%

“really I didn't find it worked so well for me as I prefer more of a healthy looking glow”

Value For Money5%

“Waste of Money”

Durability4%

“The item once I opened it today was totally smashed”

Allergies3%

“Develop rashes”

Functionality-Overall3%

“doesnt set well”

Texture/Consistency-Overall3%

“cakey and clownish”

Top return reasons

Color56%

Defective Material/Parts9%

Product Condition4%

Quality-Overall4%

Advertised Vs Actual Product4%

Functionality-Overall3%

Ease Of Use3%

Value For Money2%

Suitability Combination Skin2%

Weight Light1%

Common questions

Is setting powder profitable to sell on Amazon United Kingdom?: The niche generates £702K/yr across 31 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +2.7%. Flapen's verdict: Worth a look (54/100).
How competitive is the setting powder niche?: 12 brands and 243 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 85% of demand.
What do buyers complain about in setting powder?: Top complaints mined from reviews: Color, Ease Of Use, Quality-Overall. The return rate is 0.1%.
When does demand for setting powder peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the setting powder niche?: Listings span £2.48–£25.48; the average listing price is £6.28 (sweet spot $15–$100). The average incumbent carries 7,957 reviews — the moat a new listing must climb.

setting powder

setting powder market data

Competition & brand share

Demand & seasonality

Top setting powder search terms

Top setting powder products on Amazon

Top sellers

Newest

Trending

What buyers say about setting powder

What buyers love

What buyers complain about

Top return reasons

Common questions

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