pastels
Skip itSoft demand (-18.1% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Avg price
Great$18.52avg listing price — sweet spot $15–$100
Price range
Great$3.77–$58.25cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.8%search→purchase rate — share of searches ending in a sale
Brand share
Good74%top-5 brand share — brands hold most of the demand
Market size
Okay$265K$265K/yr · 298K searches
Competition
Okay57%top-5 click share — leaders hold, buyers still browse
Review moat
Bad5,426.7avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-18.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, pastels is a $265K/yr Amazon United States market (298K searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Dec. Verdict: Skip it — 49/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
pastels market data
- Units sold / yr
- 20K–25K
- avg 750–1,000/product
- Revenue / yr
- $370K–$463K
- units × avg price
- Conversion rate
- 4.8%
- Avg BSR
- #14
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 90%
- Out of stock
- 0.0%
- Avg brand age
- 59 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.Brands
13 flat
Sellers
101
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
57%
Top 20: 100%
Open market
22%
- Artecho28%
- Pentel23%
- COLOUR BLOCK8%
- Mont Marte8%
- Mr. Pen6%
- HA SHI5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -18.1% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.1×
Top pastels search terms
- pastels172K/yr
- pastels for artists49K/yr
- pastel colors16K/yr
- drawing pastels12K/yr
- pastel set9K/yr
- pastel art supplies9K/yr
- pastels art supplies9K/yr
- color pastels5K/yr
- art pastels5K/yr
- pastel color4K/yr
Top pastels 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.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pentel Oil Pastels - 50 Color Set (PHN-50)
Pentel$8.184.6★24,102 rev
Artecho Oil Pastels Set of 48 Colors Soft Oil Pastels for Art Painting Drawing Blending Art Supplies for Artists Beginners Students Teachers (10 x 70 mm)
Artecho$17.314.7★5,604 rev
Mr. Pen- Oil Pastels for Artists 45 Pack Assorted Colors
Mr. Pen$7.174.5★180 rev
Mont Marte Soft Pastels in Tin Box Signature 48pc 48 Assorted Colors Vibrant Pastel Sticks Great Blending Comes in Storage Case Ideal for Art Craft Coloring and Sketching
Mont Marte$19.484.7★1,261 rev
COLOUR BLOCK Soft Pastels for Artists - 80 Colors Square Chalk Soft Pastels Art Set in CARBON Box - Vibrant Pigments Art Kit for Painting Drawing Sketching Hobbyist.
COLOUR BLOCK$40.104.7★981 rev
Newest
by launch date
Amazon Basics Soft Oil Pastels Set for Artists Beginners Students High-Pigment Vibrant Colors with Smooth Application 48 Colors
Amazon Basics$13.73192 rev
Mr. Pen- Oil Pastels for Artists 45 Pack Assorted Colors
Mr. Pen$7.17180 rev
MEEDEN Soft Oil Pastels Set: 72 Vibrant Colors Oil Pastels for Artists Beginners Adults - Smooth Oil Pastel Crayons for Art Supplies Painting Drawing Blending Layering Shading
MEEDEN$24.28641 rev
Artecho Oil Pastels Set of 50 Colors (8 x 60 mm) Soft Oil Pastels for Art Painting Drawing Blending Art Supplies for Artists Teachers
Artecho$11.57684 rev
Artecho 50pcs Soft Pastels 48 Colors Including 4 Fluorescent Colors Extra Free Black & White Square Chalk for Drawing Blending Layering Shading Pastels Art Supplies
Artecho$11.222,915 rev
Trending
90-day click momentumMr. Pen- Oil Pastels for Artists 45 Pack Assorted Colors
Mr. Pen$7.174.5★
HA SHI Soft Chalk Pastels 24 Assorted Colors Soft Art Supplies for Artists Professional Drawing Media Stick Pastel for Advanced Users DIY Beauty Nail Art Pan Chalk Pastels
HA SHI$13.304.6★
EXTRIC Oil Pastels 36 Colors - Art Supplies for Kids and Artists Soft Crayons
EXTRIC$7.804.4★
COLOUR BLOCK Soft Pastels for Artists - 80 Colors Square Chalk Soft Pastels Art Set in CARBON Box - Vibrant Pigments Art Kit for Painting Drawing Sketching Hobbyist.
COLOUR BLOCK$40.104.7★
MUNGYO Soft Pastel Set 64 Vibrant Colors for Artists | Smooth & Blendable | Square Shape
MUNGYO$10.284.6★
What buyers say about pastels
What buyers praise and complain about, mined from review topics.What buyers love
“Bright Colors”
“they are very high quality and smooth”
“Wonderful and creamy”
“Good Price”
“Easy to use”
“As advertised”
“The buttery consistency of these oil pastels are just wonderful - I use them to enhance my acrylic paintings”
“They also dont break as easily as a cheaper brand I purchased”
“They were good for drawing”
“good starting point for painting with oil pastels”
What buyers complain about
“Stinky strong odor”
“The colors are small”
“These oil pastels are pretty mediocre”
“There is no smoothness”
“They break easily”
“Disappointed in size”
“Not a good value”
“some seem dried out”
“Horrible Crumbly Stank Sticks”
“it didnt come with a canvas or black paper or wood like in the description”
Top return reasons
Common questions
- Is pastels profitable to sell on Amazon United States?
- The niche generates $265K/yr across 20 tracked products. 90-day search growth is -18.1%. Flapen's verdict: Skip it (49/100).
- How competitive is the pastels niche?
- 13 brands and 101 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in pastels?
- Top complaints mined from reviews: Smell, Color, Quality-Overall. The return rate is 0.9%.
- When does demand for pastels peak?
- Demand peaks in Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the pastels niche?
- Listings span $3.77–$58.25; the average listing price is $18.52 (sweet spot $15–$100). The average incumbent carries 5,427 reviews — the moat a new listing must climb.