Is wicked makeup profitable to sell on Amazon United Kingdom?

The niche generates £11K/yr across 14 tracked products. 0 of 11 products launched in the last 360 days are still selling. 90-day search growth is -63.7%. Flapen's verdict: Skip it (28/100).

How competitive is the wicked makeup niche?

5 brands and 33 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in wicked makeup?

Top complaints mined from reviews: Smell, Size-Overall, Brightness/Shine/Glow. The return rate is 0.4%.

What does it cost to enter the wicked makeup niche?

Listings span £2.21–£15.30; the average listing price is £7.74 (sweet spot $15–$100). The average incumbent carries 106 reviews — the moat a new listing must climb.

wicked makeup

Skip it

Soft demand (-63.7% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Review moat

Great106

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay3.1%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay69%

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

Avg price

Bad£7.74

avg listing price — sweet spot $15–$100

Market size

Bad£11K

£11K/yr · 48K searches

Price range

Bad£2.21–£15.30

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

Growth

Bad-63.7%

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, wicked makeup is a £11K/yr Amazon United Kingdom market (48K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 28/100.

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

wicked makeup market data

Units sold / yr: 3K–3K; avg 100–250/product
Revenue / yr: £19K–£23K; units × avg price
Conversion rate: 3.1%
Avg BSR: #561
Page quality: 0%
Prime: 86%
Sponsored: 71%
Out of stock: 5.4%
Avg brand age: 31 months
Avg seller age: 167 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

Dr. PAWPAW ORIGINAL BALM55%
Corsair Toiletries30%
7th Heaven7%
RMS International4%
Wet n Wild4%

Demand

Weekly Amazon search volume, last 30 weeks — -63.7% search growth over the last 90 days.

Open Trend

Top wicked makeup search terms

wicked lip balm18K/yr -60.8%7.4% conv.
wicked make up5K/yr -29.8%3.1% conv.
wicked makeup12K/yr -79.1%0.8% conv.
wicked nail polish5K/yr -51.6%12.6% conv.
wicked lip gloss3K/yr -68.6%2.5% conv.
wicked nails4K/yr -71.1%0.0% conv.
wicked lip balm duo2K/yr -76.0%9.8% conv.

All search terms

Top wicked makeup 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 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Dr.PAWPAW x WICKED Vegan Lip Balm Duo 2 x 3g Enchanting and Glimmer Pawpaw Balms with Magical Shine Nourishing Cruelty-Free Lip Care for Soft Radiant Lips

Dr. PAWPAW ORIGINAL BALM£7.164.4★472 rev

Wicked Nail Polish Collection 4-Piece Set of Pink & Green Shades | Long-Lasting High-Gloss Nail Varnish | Gift Set Inspired by Wicked Musical

Corsair Toiletries£6.874.3★39 rev

Official Wicked Lip Balm Duo | Two Character Shaped Lip Care Tins | Glinda the Good & Elphaba

Corsair Toiletries£6.824.5★38 rev

Dr.PAWPAW x WICKED Vegan Lip Balm 3g Nourishing Multi-Purpose Pawpaw Balm with Magical Shine Cruelty-Free Lip Care for Soft Radiant Lips

Dr. PAWPAW ORIGINAL BALM£3.904.5★344 rev

Dr.PAWPAW x WICKED Color Changing Lip Balm Duo 2 x 3g Elphie and Glinda Pawpaw Balms Hydrating and Nourishing Vegan Lip Care Gift Set

Dr. PAWPAW ORIGINAL BALM£7.234.2★26 rev

Newest

by launch date

Wet n Wild x Disney Villains Be Wicked Lip Balm Color Changing pH Lip Tint & Moisturizing Balm Sheer Glow - Maleficent Inspired Makeup Dark Curses

Wet n Wild£5.932 rev

6mo ago

Official Wicked Lip Balm Duo | Two Character Shaped Lip Care Tins | Glinda the Good & Elphaba

Corsair Toiletries£6.8238 rev

7mo ago

Wicked Bestie Lip Balms 2 Pack with Keyring Holders Official Wizard of Oz Wicked Gift Set for Kids 7+ Non Toxic Safe Lip Balm Duo One for You One for Your Bestie Pink Crown & Green Witch Hat

RMS International£6.524 rev

8mo ago

Wicked Gift Set (Contains 2x Face Masks 2x Sheet Mask 24x Spot Patches Under Eye Hydrogel Patches Applicator & Cleansing Cloth) - Genuine 7th Heaven Skincare & Wicked Merchandise

7th Heaven£10.8738 rev

9mo ago

7th Heaven Under Eye Hydrogel Patches Under Eye Masks for Puffy Eyes with Proline Hyaluronic Acid & B5. Cooling Eye Masks to Revive Tired Eyes - Genuine 7th Heaven Skincare & Wicked Merchandise

7th Heaven£2.2125 rev

9mo ago

What buyers say about wicked makeup

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

What buyers love

Gifting Purpose15%

“perfect as a gift”

Color14%

“Perfect colour”

Value For Money13%

“amazing value for money”

Quality-Overall12%

“Overall this is a fantastic set”

Moist/Dry10%

“Cute Collaboration and Lovely Hydration”

Soft Feel7%

“Helps my lips to stay soft”

Ease Of Application4%

“easy to apply”

Smell3%

“It smells fresh and sweet and makes the whole set feel a bit more luxurious, like youre having a mini spa moment at home”

Ease Of Use2%

“easy to use”

Storage Capacity2%

“Good stocking filler”

What buyers complain about

Smell20%

“It smells and tastes disgusting”

Size-Overall9%

“The box is quite big for what's inside”

Brightness/Shine/Glow7%

“Theres not even enough coverage or shine to describe it as metallic”

Durability7%

“Its a shame theres nothing that last for a bit longer eg a face cream”

Value For Money6%

“A little bit expensive at its full retail price”

Color4%

“The pink is far too glittery”

Ease Of Application3%

“To improve make the lip balm more buttery cause right now its not pleasant to apply”

Adhesion/Stickiness3%

“It's really sticky”

Moist/Dry2%

“When I first put it on I realise it is so watery and doesnt dry easily”

Quality-Overall2%

“.Poor quality even for”

Top return reasons

Smell21%

Size-Overall18%

Defective Material/Parts9%

Leak-Proof9%

Paint Quality9%

Oily/Greasy9%

Functionality-Overall9%

Adhesion/Stickiness5%

Comfort-Overall5%

Texture/Consistency-Overall3%

Common questions

Is wicked makeup profitable to sell on Amazon United Kingdom?: The niche generates £11K/yr across 14 tracked products. 0 of 11 products launched in the last 360 days are still selling. 90-day search growth is -63.7%. Flapen's verdict: Skip it (28/100).
How competitive is the wicked makeup niche?: 5 brands and 33 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in wicked makeup?: Top complaints mined from reviews: Smell, Size-Overall, Brightness/Shine/Glow. The return rate is 0.4%.
What does it cost to enter the wicked makeup niche?: Listings span £2.21–£15.30; the average listing price is £7.74 (sweet spot $15–$100). The average incumbent carries 106 reviews — the moat a new listing must climb.