Is cheap mascara profitable to sell on Amazon United States?

The niche generates $128K/yr across 17 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Skip it (43/100).

How competitive is the cheap mascara niche?

6 brands and 48 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in cheap mascara?

Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Moist/Dry. The return rate is 0.3%.

When does demand for cheap mascara peak?

Demand peaks in Sep–Oct–Nov; the busiest month runs 3.6× the quietest.

What does it cost to enter the cheap mascara niche?

Listings span $3.05–$34.50; the average listing price is $11.80 (sweet spot $15–$100). The average incumbent carries 28,418 reviews — the moat a new listing must climb.

cheap mascara

Skip it

Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good6.8%

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

Price range

Good$3.05–$34.50

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

Avg price

Okay$11.80

avg listing price — sweet spot $15–$100

Competition

Okay67%

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

Market size

Okay$128K

$128K/yr · 160K searches

Growth

Bad-10.1%

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

Review moat

Bad28,417.94

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, cheap mascara is a $128K/yr Amazon United States market (160K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Sep–Oct–Nov. Verdict: Skip it — 43/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

cheap mascara market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: $118K–$148K; units × avg price
Conversion rate: 6.8%
Avg BSR: #311
Page quality: 0%
Prime: 100%
Sponsored: 76%
Out of stock: 21.0%
Avg brand age: 48 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 flat

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

67%

Top 20: 100%

Open market

wet n wild65%
Petite 'N Pretty21%
Essence Cosmetics8%
e.l.f.2%
Ownest2%
The Crème Shop2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.1% search growth over the last 90 days.

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 3.6×

Open Trend

Top cheap mascara search terms

wet n wild mascara32K/yr -15.9%8.8% conv.
wet and wild mascara19K/yr -5.2%7.7% conv.
mascara for kids17K/yr +5.0%3.9% conv.
kids mascara14K/yr -1.1%4.8% conv.
petite n pretty12K/yr -18.0%1.1% conv.
mascara wet n wild5K/yr -1.7%12.0% conv.
wet n wild mascara waterproof6K/yr -1.5%11.9% conv.
petite n pretty makeup for kids8K/yr -18.7%0.9% conv.
petite and pretty makeup for kids12K/yr -34.5%1.6% conv.
petite and pretty makeup7K/yr -22.1%1.1% conv.

All search terms

Top cheap mascara 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★)1 product missing review or click data not plotted

All 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

wet n wild Mascara - Lengthening Vitamin E Enriched Precision Comb Brush Cruelty-Free Gluten-Free Sulfate-Free & Vegan - Very Black

wet n wild$3.264.1★15,473 rev

wet n wild Mascara Mega Volume - Volumizing Waterproof Smudge-Resistant Cruelty-Free Gluten-Free Sulfate-Free & Vegan - Very Black

wet n wild$3.224.1★15,473 rev

Waterproof Mascara By Wet n Wild Mega Length Waterproof Mascara Very Black 0.21 Ounce

wet n wild$3.264.2★5,261 rev

Petite n Pretty Fully Feathered Volumizing Mascara - Non-Toxic Makeup for Kids Tweens and Teens - Adds Instant Thickness and Definition

Petite 'N Pretty$15.974.4★217 rev

essence | Lash Princess False Lash Effect Mascara | Volumizing & Lengthening | Cruelty Free & Paraben Free

Essence Cosmetics$4.674.3★415,492 rev

Newest

by launch date

Petite n Pretty Better Get Glowing Makeup Set Safe Beauty Kit for Kids & Tween w/Press-On Nails Mascara Blush Stick Blotting Sheets in Clear Travel Bag

Petite 'N Pretty$33.860 rev

11mo ago

Petite n Pretty Sparkle Storm Makeup Gift Set for Kids Tweens and Teens - Cool Vibes Eye & Cheek Palette Brushes 10K Shine Lip Gloss Sparkly Ever After All Over Glitter in Blue Sherpa Bag

Petite 'N Pretty$34.5021 rev

1y ago

Petite n Pretty Makeup Set for Kids (Go for the Bronze) - Makeup for Tweens & Teens - Feathered Volumizing Mascara Multi Stick for Eyes & Cheeks Lip Balm Made in the USA

Petite 'N Pretty$33.7434 rev

3y ago

essence | Lash Without Limits Extreme Lengthening & Volume Mascara (01 | Extra Black) | Volumizing & Lengthening | Vegan Cruelty Free & Paraben Free

Essence Cosmetics$4.6010,064 rev

3y ago

The Crme Shop x Hello Kitty Lash Luv Serum Mascara 2.08 Fl Oz (Pack of 1) 1

The Crème Shop$13.05257 rev

3y ago

What buyers say about cheap mascara

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

What buyers love

Eyelash Quality48%

“I got the mascara and the primer and absolutely love it”

Value For Money16%

“Best Deal”

Quality-Overall9%

“Decent quality”

Smudge Resistance3%

“No smudge”

Advertised Vs Actual Product2%

“As advertised”

Ease Of Use2%

“EASY TO PUT ON”

Durability2%

“Something I also really liked is that it is very durable”

Ease Of Application1%

“Easy to apply”

Size-Overall1%

“Nice and big to hold onto”

Water Resistance1%

“their water proof is very good”

What buyers complain about

Eyelash Quality18%

“It does make eyelashes look false”

Smudge Resistance13%

“Smears alot”

Moist/Dry11%

“Dried out”

Quality-Overall4%

“Bad quality”

Thickness4%

“Way too thick”

Ease Of Use3%

“Difficult to remove”

Durability3%

“Broken”

Water Resistance3%

“Not waterproof”

Value For Money3%

“Not worth the price”

Advertised Vs Actual Product3%

“False advertisement”

Top return reasons

Moist/Dry30%

Advertised Vs Actual Product12%

Functionality-Overall9%

Eyeliner Quality8%

Water Resistance5%

Quality-Overall4%

Defective Material/Parts4%

Eyelash Quality4%

Color3%

Product Condition2%

Common questions

Is cheap mascara profitable to sell on Amazon United States?: The niche generates $128K/yr across 17 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Skip it (43/100).
How competitive is the cheap mascara niche?: 6 brands and 48 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in cheap mascara?: Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Moist/Dry. The return rate is 0.3%.
When does demand for cheap mascara peak?: Demand peaks in Sep–Oct–Nov; the busiest month runs 3.6× the quietest.
What does it cost to enter the cheap mascara niche?: Listings span $3.05–$34.50; the average listing price is $11.80 (sweet spot $15–$100). The average incumbent carries 28,418 reviews — the moat a new listing must climb.

cheap mascara

cheap mascara market data

Competition & brand share

Demand & seasonality

Top cheap mascara search terms

Top cheap mascara products on Amazon

Top sellers

Newest

Trending

What buyers say about cheap mascara

What buyers love

What buyers complain about

Top return reasons

Common questions

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