Is clear mascara profitable to sell on Amazon United States?

The niche generates $861K/yr across 19 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.2%. Flapen's verdict: Worth a look (52/100).

How competitive is the clear mascara niche?

11 brands and 115 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in clear mascara?

Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Moist/Dry. The return rate is 0.4%.

When does demand for clear mascara peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the clear mascara niche?

Listings span $2.28–$27.01; the average listing price is $9.20 (sweet spot $15–$100). The average incumbent carries 32,556 reviews — the moat a new listing must climb.

clear mascara

Worth a look

Shows low returns (0.4%), but a deep review moat (32,556 avg reviews) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great9.2%

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Market size

Great$861K

$861K/yr · 1.0M searches

Price range

Okay$2.28–$27.01

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

Brand share

Okay84%

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

Avg price

Okay$9.20

avg listing price — sweet spot $15–$100

Competition

Okay70%

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

Growth

Bad-4.2%

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

Review moat

Bad32,556.42

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, clear mascara is a $861K/yr Amazon United States market (1.0M searches/yr). The top 5 brands hold 84% of demand. Verdict: Worth a look — 52/100.

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

clear mascara market data

Units sold / yr: 100K–125K; avg 6,000–8,000/product
Revenue / yr: $920K–$1.1M; units × avg price
Conversion rate: 9.2%
Avg BSR: #133
Page quality: 0%
Prime: 100%
Sponsored: 74%
Out of stock: 0.0%
Avg brand age: 56 months
Avg seller age: 136 days

Competition & brand share

The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 rising

Sellers

115

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

12%

COVERGIRL26%
e.l.f.24%
MAYBELLINE22%
Physicians Formula6%
wet n wild6%
L'Oreal Paris4%
Open — no brand owns it (5 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.2% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top clear mascara search terms

clear mascara662K/yr -8.1%8.8% conv.
clear mascara volume and length107K/yr +4.4%7.8% conv.
elf clear brow and lash mascara41K/yr +2.2%21.5% conv.
clear mascara for eyelashes26K/yr -10.0%9.1% conv.
elf clear mascara23K/yr -0.5%14.2% conv.
mascara clear20K/yr +0.1%5.5% conv.
clear waterproof mascara14K/yr +38.9%2.9% conv.
clear mascara waterproof13K/yr +45.0%5.2% conv.
waterproof clear mascara10K/yr +38.5%2.1% conv.
clear lash mascara10K/yr +1.6%5.9% conv.

All search terms

Top clear 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★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Maybelline Great Lash Clear Mascara Conditioning Formula for Lashes and Eyebrows for a Natural Eye Makeup Look 1 Count

MAYBELLINE$5.564.3★27,950 rev

Covergirl Professional Natural Lash Mascara Clear 0.34 Ounce

COVERGIRL$4.894.3★4,081 rev

e.l.f. Clear Lash & Brow Mascara Gel Dual-Sided Flexible Hold Long-Lasting Clear Formula for Natural-Looking Brows & Defined Lashes

e.l.f.$5.774.5★28,476 rev

Physicians Formula Mineral Wear Diamond Mascara Lash & Brow Diamond Dermatologist Tested Ophthalmologist Approved Sensitive Eyes

Physicians Formula$9.644.0★2,428 rev

e.l.f. Clear Brow & Lash Mascara Dual-Sided Brushable Clear Gel For Groomed Brows & Eyelashes Long-Wear Conditioning Formula Vegan & Cruelty-Free

e.l.f.$3.344.5★28,476 rev

Newest

by launch date

LOreal Paris Extensionist Mascara Lengthening Volumizing and Curling Formula For a Lash Extension Eye Makeup Look Washable True Brown

L'Oreal Paris$12.923,816 rev

8mo ago

essence | Lash Princess Mascara Primer for Extra Length & Volume (1 Pack) | Voluminous Lash Boosting Conditioning Primer | Vegan Cruelty Free & Paraben Free

Essence Cosmetics$4.745,116 rev

2y ago

ETUDE Dr. Mascara Fixer Korean Mascara Fixer Long-Lasting Wax Formula All-Day Curl Hold Smudge-Proof Korean Makeup Beauty Vegan Certified Natural (Transparent 0.203 Fl Oz)

ETUDE$8.6871 rev

2y ago

Covergirl Lash Blast Cleantopia Mascara Volumizing Smudge-Proof Vegan Formula Extreme Black 800 1 Count

COVERGIRL$8.936,327 rev

3y ago

e.l.f. Clear Lash & Brow Mascara Gel Dual-Sided Flexible Hold Long-Lasting Clear Formula for Natural-Looking Brows & Defined Lashes

e.l.f.$5.7728,476 rev

3y ago

What buyers say about clear mascara

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

What buyers love

Eyelash Quality49%

“Great lash primer”

Value For Money15%

“Reasonably priced”

Quality-Overall10%

“Nice product, and is as advertised”

Smudge Resistance2%

“no smudging or flaking”

Ease Of Use2%

“EASY TO PUT ON”

Advertised Vs Actual Product2%

“As advertised”

Durability2%

“its a reliable”

Color1%

“its a luscious brown”

Efficiency1%

“Gets the job done well”

Ease Of Application1%

“Easy to apply”

What buyers complain about

Eyelash Quality22%

“lash primers this just doesnt do much of anything in comparison”

Smudge Resistance10%

“It smudges”

Moist/Dry8%

“It was very dry”

Functionality-Overall5%

“NOT EFFECTIVE”

Quality-Overall4%

“Bad quality”

Value For Money4%

“Not worth the cost”

Ease Of Use3%

“Hard to take off”

Thickness3%

“Goes on too thick for my liking”

Allergies3%

“Irritating”

Durability2%

“Literally came off in like ten minutes”

Top return reasons

Moist/Dry18%

Functionality-Overall16%

Advertised Vs Actual Product13%

Color11%

Eyeliner Quality7%

Eyelash Quality5%

Adhesion/Stickiness3%

Quality-Overall3%

Defective Material/Parts3%

Product Condition2%

Common questions

Is clear mascara profitable to sell on Amazon United States?: The niche generates $861K/yr across 19 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.2%. Flapen's verdict: Worth a look (52/100).
How competitive is the clear mascara niche?: 11 brands and 115 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in clear mascara?: Top complaints mined from reviews: Eyelash Quality, Smudge Resistance, Moist/Dry. The return rate is 0.4%.
When does demand for clear mascara peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the clear mascara niche?: Listings span $2.28–$27.01; the average listing price is $9.20 (sweet spot $15–$100). The average incumbent carries 32,556 reviews — the moat a new listing must climb.