Is tinted moisturiser profitable to sell on Amazon United Kingdom?

The niche generates £253K/yr across 32 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.6%. Flapen's verdict: Worth a look (52/100).

How competitive is the tinted moisturiser niche?

13 brands and 332 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 85% of demand.

What do buyers complain about in tinted moisturiser?

Top complaints mined from reviews: Color, Thickness, Allergies. The return rate is 0.1%.

When does demand for tinted moisturiser peak?

Demand peaks in May; the busiest month runs 1.7× the quietest.

What does it cost to enter the tinted moisturiser niche?

Listings span £2.98–£21.53; the average listing price is £7.59 (sweet spot $15–$100). The average incumbent carries 6,238 reviews — the moat a new listing must climb.

tinted moisturiser

Worth a look

Shows low returns (0.1%), but pricing outside the sweet spot ($7.59 avg) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Good43%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good4.8%

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

Market size

Okay£253K

£253K/yr · 700K searches

Price range

Okay£2.98–£21.53

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+6.6%

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

Review moat

Bad6,238.19

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£7.59

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, tinted moisturiser is a £253K/yr Amazon United Kingdom market (700K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in May. Verdict: Worth a look — 52/100.

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

tinted moisturiser market data

Units sold / yr: 25K–30K; avg 500–750/product
Revenue / yr: £190K–£228K; units × avg price
Conversion rate: 4.8%
Avg BSR: #85
Page quality: 0%
Prime: 94%
Sponsored: 84%
Out of stock: 0.4%
Avg brand age: 49 months
Avg seller age: 144 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 falling

Sellers

332

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

43%

Top 20: 86%

Open market

15%

NIVEA26%
Garnier23%
Wet n Wild15%
Clinique7%
L'Oreal Paris6%
Avon6%
Open — no brand owns it (7 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +6.6% search growth over the last 90 days.

Peak months: May · busiest ÷ quietest = 1.7×

Open Trend

Top tinted moisturiser search terms

tinted moisturiser406K/yr +10.4%3.2% conv.
tinted moisturiser for older women45K/yr +18.3%3.9% conv.
nivea tinted moisturiser32K/yr -17.3%9.2% conv.
avon tinted moisturiser24K/yr -7.5%9.2% conv.
tinted moisturiser spf14K/yr +108.3%2.8% conv.
spf tinted moisturiser face13K/yr +59.3%2.1% conv.
nivea tinted day cream14K/yr +3.3%8.8% conv.
olay bb cream fair to medium18K/yr -13.0%1.9% conv.
tinted moisturizer15K/yr -9.0%2.6% conv.
skin tint spf7K/yr +183.6%1.3% conv.

All search terms

Top tinted moisturiser 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

NIVEA BB Tinted Moisturiser SPF 15 Medium (50ml) 24 Hour Moisturising BB Cream with Jojoba Oil Covers Imperfections and Evens Skin Tone For Medium Skin Tones

NIVEA£4.254.2★176 rev

Garnier SkinActive Anti-Age BB Cream Shade Medium Tinted Moisturiser SPF 15 Softens Fine Lines & Firms Skin With Hyaluronic Acid Aloe & Mineral Pigments 50 m

Garnier£6.114.4★8,020 rev

Wet n Wild Bare Focus Tinted Hydrator Oil-Free Tinted Moisturizer with Hyaluronic Acid Semi-Matte Sheer-to-Medium Coverage Light

Wet n Wild£5.004.3★28,535 rev

NIVEA BB Tinted Moisturiser SPF 15 Light (3 x 50ml) 24 Hour Moisturising BB Cream with Jojoba Oil Covers Imperfections and Evens Skin Tone For Light Skin Tones

NIVEA£5.594.5★1,717 rev

Olay Total Effects SPF15 BB Day Face Cream Medium to Dark 7-in-1 Skin Care Moisturiser Foundation with Vitamin C & Niacinamide Hydration Glow and Anti-Wrinkle Nourishes and Protects in 1 Step 50ml

Olay£7.764.6★2,985 rev

Newest

by launch date

NIVEA BB Tinted Moisturiser SPF 15 Medium (50ml) 24 Hour Moisturising BB Cream with Jojoba Oil Covers Imperfections and Evens Skin Tone For Medium Skin Tones

NIVEA£4.25176 rev

5mo ago

Garnier Vitamin C* Wonder Tint SPF50+ Medium Shade All-In-1 Tinted Fluid Even Protect and Brighten Skin 5% Vitamin C* Niacinamide Glycerin - 40ml

Garnier£8.09123 rev

9mo ago

e.l.f. Halo Glow Skin Tint SPF 50 Tinted Moisturiser For Light Buildable Coverage Creates A Natural Glow Vegan & Cruelty-Free 4 Light Neutral

e.l.f.£10.602,118 rev

1y ago

Revlon Illuminance Serum Skin Tint Lightweight Hydrating NaturalFinish Foundation with Buildable Coverage Hyaluronic Acid & SPF 15 for Radiant Dewy Skin Cool Beige

Revlon£4.20235 rev

2y ago

LOréal Paris Multi-Use Glow Enhancer 24h Hydration with Shea Butter and Glycerin for Face and Body Paradise Lumi Glotion Shade 903: Medium Glow 40 ml

L'Oreal Paris£6.896,974 rev

2y ago

What buyers say about tinted moisturiser

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

What buyers love

Suitability Combination Skin12%

“Good for skin”

Coverage12%

“Buildable coverage”

Quality-Overall10%

“Very nice quality makeup”

Brightness/Shine/Glow9%

“gives a nice glow”

Moist/Dry7%

“A good moisturiser”

Value For Money7%

“Good price”

Color6%

“Lovely colour”

Weight Light4%

“Perfect lightweight holiday base”

Soft Feel4%

“Very smooth”

Suitability Hot Weather3%

“Great for summer days”

What buyers complain about

Color21%

“Too dark”

Thickness5%

“I thought it was maybe a little thick as it came out of the tube”

Allergies4%

“Irritated skin”

Coverage3%

“Its not full coverage”

Moist/Dry3%

“Not a moisturiser”

Smell3%

“Has a chemical smell”

Value For Money3%

“Overpriced”

Suitability Dry Skin3%

“shows up dry skin”

Suitability Combination Skin3%

“Not for fair skin”

Skin Health2%

“it piles up on the skin”

Top return reasons

Advertised Vs Actual Product29%

Color19%

Smell8%

Size-Overall7%

Suitability Combination Skin7%

Value For Money4%

Functionality-Overall4%

Product Condition3%

Thickness3%

Quality-Overall2%

Common questions

Is tinted moisturiser profitable to sell on Amazon United Kingdom?: The niche generates £253K/yr across 32 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.6%. Flapen's verdict: Worth a look (52/100).
How competitive is the tinted moisturiser niche?: 13 brands and 332 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 85% of demand.
What do buyers complain about in tinted moisturiser?: Top complaints mined from reviews: Color, Thickness, Allergies. The return rate is 0.1%.
When does demand for tinted moisturiser peak?: Demand peaks in May; the busiest month runs 1.7× the quietest.
What does it cost to enter the tinted moisturiser niche?: Listings span £2.98–£21.53; the average listing price is £7.59 (sweet spot $15–$100). The average incumbent carries 6,238 reviews — the moat a new listing must climb.