Is masking fluid profitable to sell on Amazon United States?

The niche generates $373K/yr across 15 tracked products. 1 of 6 products launched in the last 360 days are still selling. 90-day search growth is -7.9%. Flapen's verdict: Worth a look (52/100).

How competitive is the masking fluid niche?

13 brands and 44 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in masking fluid?

Top complaints mined from reviews: Ease Of Use, Moist/Dry, Functionality-Overall. The return rate is 0.6%.

When does demand for masking fluid peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the masking fluid niche?

Listings span $8.85–$19.55; the average listing price is $13.63 (sweet spot $15–$100). The average incumbent carries 880 reviews — the moat a new listing must climb.

masking fluid

Worth a look

Shows low returns (0.6%), but soft demand (-7.9% this quarter) keeps it on the watch list.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Conversion

Great11.7%

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

Review moat

Good880.07

avg incumbent reviews — the moat a new listing must climb

Avg price

Good$13.63

avg listing price — sweet spot $15–$100

Market size

Good$373K

$373K/yr · 234K searches

Brand share

Okay76%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay$8.85–$19.55

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

Competition

Okay69%

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

Growth

Bad-7.9%

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

According to Flapen's Amazon United States niche tracking, masking fluid is a $373K/yr Amazon United States market (234K searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 52/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

masking fluid market data

Units sold / yr: 25K–30K; avg 1,000–1,250/product
Revenue / yr: $341K–$409K; units × avg price
Conversion rate: 11.7%
Avg BSR: #201
Page quality: 0%
Prime: 100%
Sponsored: 67%
Out of stock: 1.8%
Avg brand age: 59 months
Avg seller age: 171 days

Competition & brand share

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

Brands

13 falling

Sellers

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

20%

Winsor & Newton40%
Liquitex11%
DANIEL SMITH10%
LANGXINST10%
1DFAUL5%
Moshify4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -7.9% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 1.7×

Open Trend

Top masking fluid search terms

masking fluid89K/yr -2.7%6.9% conv.
masking fluid for watercolor painting86K/yr -14.3%9.2% conv.
watercolor masking fluid33K/yr -12.8%9.3% conv.
masking fluid for acrylic painting3K/yr +62.6%6.2% conv.
art masking fluid5K/yr -14.5%8.8% conv.
masking fluid watercolor4K/yr +2.4%5.0% conv.
liquid masking fluid3K/yr +27.9%5.9% conv.
liquid frisket3K/yr +17.0%5.4% conv.
frisket masking fluid4K/yr -26.4%9.0% conv.
masking fluid for watercolor3K/yr +15.9%5.5% conv.

All search terms

Top masking fluid 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Winsor & Newton Watercolor Medium Art Masking Fluid 75ml (2.5-oz) bottle

Winsor & Newton$15.524.6★3,669 rev

Winsor & Newton Watercolor Medium Art Masking Fluid Colourless 75ml (2.5-oz) bottle

Winsor & Newton$15.204.7★1,374 rev

Liquitex Professional Effects Medium 118ml (4-oz) Masking Fluid

Liquitex$13.694.7★463 rev

DANIEL SMITH 1oz Bottle with 5 Applicator Tips Artist Masking Fluid 284075001 White

DANIEL SMITH$12.484.2★1,834 rev

30ml White Masking Fluid for Watercolor Painting Resistant Ink and Pouring Paint Watercolor Masking Fluid Keeps Areas Colorless and Edges Sharp Art Supplies for Artists

LANGXINST$8.854.3★58 rev

Newest

by launch date

OverZyn 2 Oz Watercolor Masking Fluid Liquid Masking for Painting Includes Silicone Pen and Eraser Suitable for Artists and Beginners to Work on Art Projects

OverZyn$10.825 rev

5mo ago

30ml White Masking Fluid for Watercolor Painting Resistant Ink and Pouring Paint Watercolor Masking Fluid Keeps Areas Colorless and Edges Sharp Art Supplies for Artists

LANGXINST$8.8558 rev

8mo ago

1DFAUL 60ml Masking Fluid for Watercolor Painting Art Watercolor Masking Fluid Precise White Space Easy Peel-Off Water Based Latex for Artists Beginners DIY Canvas Protection (White)

1DFAUL$15.4165 rev

10mo ago

INNOVAYOU Blue Masking Fluid for Watercolor Painting 30ml Fast-Drying Easy Peel Prevent Staining Reserve Paper Highlights

INNOVAYOU$9.6344 rev

10mo ago

2 Pack Masking Fluid Pens for Watercolor Painting 3mm 10ml Capacity & 0.7mm 3ml Applicator Tip with 2 Erasers - Blue Liquid Masking for Various Art Projects Watercolor Ink

Generic$14.5380 rev

11mo ago

What buyers say about masking fluid

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

What buyers love

Ease Of Use19%

“Easy to use”

Quality-Overall10%

“Excellent product”

Advertised Vs Actual Product10%

“As advertised”

Paint Quality10%

“Great for masking off parts of painting”

Efficiency8%

“Masking Fluid works great”

Value For Money6%

“Great Value”

Color4%

“Perfect for watercolors 10/10”

Ease Of Cleaning3%

“getting the surface perfectly clean during removal”

Quick Drying3%

“it didn't take forever to dry”

Paper Quality2%

“No tears and no staining on white Watercolor paper”

What buyers complain about

Ease Of Use14%

“VERY hard to remove”

Moist/Dry13%

“Dried up completely”

Functionality-Overall5%

“Didnt work well”

Adhesion/Stickiness4%

“The glue does not come out in an even flow”

Color4%

“I wish it has some color tint to it”

Thickness3%

“Arrived thick and unusable”

Value For Money3%

“Not worth your time and money”

Paint Quality3%

“covered everything up BUT pulled A TON of color from the painting”

Quality-Overall3%

“It's not indicative of high quality or health compliance”

Instructions/User Manual/Troubleshooting3%

“it doesn't come with instructions”

Top return reasons

Moist/Dry19%

Color12%

Leak-Proof9%

Functionality-Overall9%

Advertised Vs Actual Product9%

Ease Of Use5%