blush
Worth a lookShows a $3.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$3.0M$3.0M/yr · 11.8M searches
Returns
Great1.2%return rate — above 5% kills the launch gate
Competition
Great38%top-5 click share — an open shelf
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Price range
Okay$3.28–$25.37cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.9%search→purchase rate — share of searches ending in a sale
Avg price
Okay$8.97avg listing price — sweet spot $15–$100
Growth
Bad-2.1%90-day search growth — must beat 0% to launch
Review moat
Bad16,040.36avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, blush is a $3.0M/yr Amazon United States market (11.8M searches/yr). The top 5 brands hold 76% of demand. Verdict: Worth a look — 56/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
blush market data
- Units sold / yr
- 300K–400K
- avg 6,000–8,000/product
- Revenue / yr
- $2.7M–$3.6M
- units × avg price
- Conversion rate
- 2.9%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 2.0%
- Avg brand age
- 49 months
- Avg seller age
- 124 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
17 falling
Sellers
125
Top-5 brand share
76%
Top 20: 100%
Top-5 click share
38%
Top 20: 79%
Open market
18%
- e.l.f.36%
- NYX PROFESSIONAL MAKEUP15%
- Milani10%
- wet n wild9%
- COVERGIRL7%
- SHEGLAM6%
- Open — no brand owns it (11 brands, 18%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top blush search terms
- blush4.5M/yr
- liquid blush933K/yr
- blush for cheeks1.2M/yr
- cream blush748K/yr
- elf blush693K/yr
- blush stick468K/yr
- powder blush499K/yr
- blush palette503K/yr
- pink blush312K/yr
- face blushes310K/yr
Top blush 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NYX PROFESSIONAL MAKEUP Buttermelt Powder Blush Fade and Transfer-Resistant Blush Up to 12HR Make Up Wear Vegan Formula - For The Butta
NYX PROFESSIONAL MAKEUP$9.474.6★12,326 rev
wet n wild Color Icon Blush Effortless Matte Natural Sheer Glow & Seamless Blend Luxuriously Infused Smooth Jojoba Oil Cruelty-Free & Vegan - Pinch Me Pink
wet n wild$3.284.4★20,450 rev
e.l.f. Camo Liquid Blush Long-lasting Liquid Blush For High-pigment Color Creates A Soft Dewy Finish Vegan & Cruelty-free Cheeky Lychee
e.l.f.$7.654.6★14,857 rev
e.l.f. Monochromatic Multi Stick Creamy Lightweight Versatile Luxurious Adds Shimmer Easy To Use On The Go Blends Effortlessly Sparkling Rose 0.17 Oz
e.l.f.$5.424.4★96,948 rev
SHEGLAM Color Bloom Liquid Blush Makeup for Cheeks Matte Finish-Love Cake
SHEGLAM$6.644.6★16,890 rev
Newest
by launch date
Milani Baked Blush Updated Powder Blush for Cheeks Cruelty Free Makeup - Shape Contour & Highlight Face for a Shimmery or Matte Finish - Dolce Pink
Milani$12.8530,796 rev
e.l.f. Sheer For It Blush Tint Multi-Use Long-Lasting Lip & Cheek Makeup Creates A Natural Flush Finish Vegan & Cruelty-Free Cherry Cola
e.l.f.$5.468,608 rev
ColourPop Weightless Liquid Blush - Hydrating Liquid Blush for Cheeks - Glowy Summer Makeup with Hyaluronic Acid for a Healthy Glow - Designed with a Doe Foot Applicator - Super Shy (0.30 oz)
ColourPop$9.70511 rev
e.l.f. Camo Liquid Blush Long-lasting Liquid Blush For High-pigment Color Creates A Soft Dewy Finish Vegan & Cruelty-free Cheeky Lychee
e.l.f.$7.6514,857 rev
e.l.f. Primer-Infused Matte Blush Long-Lasting Lightweight & Buildable Powder Blush Delivers A Matte Finish Vegan & Cruelty-Free Always Crushing
e.l.f.$7.756,961 rev
Trending
90-day click momentumMilani Baked Blush Updated Powder Blush for Cheeks Cruelty Free Makeup - Shape Contour & Highlight Face for a Shimmery or Matte Finish - Dolce Pink
Milani$12.854.6★
e.l.f. Sheer For It Blush Tint Multi-Use Long-Lasting Lip & Cheek Makeup Creates A Natural Flush Finish Vegan & Cruelty-Free Cherry Cola
e.l.f.$5.464.4★
e.l.f. Monochromatic Multi Stick Creamy Lightweight Versatile Luxurious Adds Shimmer Easy To Use On The Go Blends Effortlessly Sparkling Rose 0.17 Oz
e.l.f.$5.424.4★
e.l.f. Monochromatic Multi Stick Travel-Sized Luxuriously Creamy & Blendable Color For Eyes Lips & Cheeks Vegan & Cruelty-Free Luminous Berry 0.17 Oz
e.l.f.$5.614.4★
Milani Rose Blush Powder Blush for Cheeks Cruelty Free Makeup - Shape Contour & Highlight Face for a Natural Matte Finish -Wild Rose
Milani$9.834.5★
What buyers say about blush
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful blue”
“It was also very affordable for the quality”
“Not expensive”
“Material is soft and breathable”
“Good for sensitive skin”
“Easy to blend”
“Application is easy”
“its durable”
“A great shimmer”
“Does what it says”
What buyers complain about
“Didn't like the color”
“Really small”
“It just fell off”
“It's not moisturizing”
“also overpriced :”
“Smells weird”
“Misleading”
“Not the quality that I was expecting”
“Stain”
“Received used”
Top return reasons
Common questions
- Is blush profitable to sell on Amazon United States?
- The niche generates $3.0M/yr across 44 tracked products. 8 of 8 products launched in the last 360 days are still selling. 90-day search growth is -2.1%. Flapen's verdict: Worth a look (56/100).
- How competitive is the blush niche?
- 17 brands and 125 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in blush?
- Top complaints mined from reviews: Color, Size-Overall, Durability. The return rate is 1.2%.
- When does demand for blush peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the blush niche?
- Listings span $3.28–$25.37; the average listing price is $8.97 (sweet spot $15–$100). The average incumbent carries 16,040 reviews — the moat a new listing must climb.