Is concealer brush profitable to sell on Amazon United States?

The niche generates $1.3M/yr across 25 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is +2.8%. Flapen's verdict: Launch it (59/100).

How competitive is the concealer brush niche?

15 brands and 76 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 70% of demand.

What do buyers complain about in concealer brush?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 1.0%.

When does demand for concealer brush peak?

Demand peaks in Jan–Oct–Nov; the busiest month runs 2.9× the quietest.

What does it cost to enter the concealer brush niche?

Listings span $2.80–$41.68; the average listing price is $12.36 (sweet spot $15–$100). The average incumbent carries 1,863 reviews — the moat a new listing must climb.

concealer brush

Launch it

A $1.3M/yr market growing +2.8% this quarter with returns at 1.0% — clears our launch bar.

Returns

Incredible1.0%

return rate — above 5% kills the launch gate

Market size

Great$1.3M

$1.3M/yr · 2.0M searches

Price range

Good$2.80–$41.68

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

Conversion

Good5.4%

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

Brand share

Good70%

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

Competition

Good51%

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

Avg price

Good$12.36

avg listing price — sweet spot $15–$100

Review moat

Okay1,862.56

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+2.8%

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

According to Flapen's Amazon United States niche tracking, concealer brush is a $1.3M/yr Amazon United States market (2.0M searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Jan–Oct–Nov. Verdict: Launch it — 59/100.

Data updated Jul 17, 2026 · scored weekly · How we score niches

concealer brush market data

Units sold / yr: 100K–125K; avg 4,000–5,000/product
Revenue / yr: $1.2M–$1.5M; units × avg price
Conversion rate: 5.4%
Avg BSR: #62
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 1.2%
Avg brand age: 53 months
Avg seller age: 130 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 flat

Sellers

Top-5 brand share

70%

Top 20: 100%

Top-5 click share

51%

Top 20: 93%

Open market

23%

ALBEAUT20%
e.l.f.19%
TEOYALL11%
NARS10%
Essence Cosmetics10%
Real Techniques7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.8% search growth over the last 90 days.

Peak months: Jan, Oct, Nov · busiest ÷ quietest = 2.9×

Open Trend

Top concealer brush search terms

concealer brush982K/yr -10.8%8.1% conv.
essence silky blur concealer72K/yr +366.7%0.9% conv.
natasha denona concealer116K/yr +8.5%0.1% conv.
haus labs concealer117K/yr -7.6%0.6% conv.
nars pot concealer126K/yr -17.1%0.8% conv.
concealer brush under eye117K/yr -30.8%8.1% conv.
essence concealer silky blur19K/yr +320.8%0.8% conv.
elf concealer brush54K/yr -10.8%11.3% conv.
nars soft matte complete concealer40K/yr +31.9%1.1% conv.
dior concealer45K/yr -0.2%0.1% conv.

All search terms

Top concealer brush 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Albeaut Concealer Brush Angled Under Eye Makeup Small Foundation Precision Face Blending Brush (193 concealer brush) 1pc

ALBEAUT$6.834.6★5,534 rev

e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots For An Airbrushed Finish With A Precision Tip Synthetic Vegan & Cruelty-Free

e.l.f.$6.024.7★664 rev

essence | Correct & Conceal Under Eye Brightening Concealer | Easy Application Lightweight Buildable Infused with Aloe Vera | Vegan & Cruelty Free (10 | Light)

Essence Cosmetics$4.604.3★1,678 rev

ENERGY Concealer Brush Under Eye Mini Angled Flat Top Kabuki Nose Contour Brush for Concealing Blending Setting Buffing with Powder Liquid Cream Cosmetic Pro Small Makeup Foundation brushes 270

ENERGY$6.444.6★4,936 rev

TEOYALL Foundation Contour Conceal Brush Set 3PCS Angled Synthetic Kabuki Brush for Blending Setting Buffing with Liquid Cream and Powder Cosmetic (170S/270S/370S)

TEOYALL$7.564.7★3,243 rev

Newest

by launch date

tarte shape tape blur concealer stick brush Seamless Effortless Application for Concealer to Cover Dark Circles & Discoloration with Blendable Spot Coverage for Makeup Vegan & Cruelty-Free

tarte$30.63170 rev

4mo ago

Catrice | Under Eye Concealer Brush | Angled Brush for Precise Blending of Cream Liquid & Powder Make Up | Ultra-Soft Bristles | Vegan

Catrice Cosmetics$5.78218 rev

5mo ago

Angled Concealer Brush by Keshima - Under-Eye Concealing Contouring & Setting Seamless Streak-Free Finish - Works with Liquid Cream & Powder - Soft Dense Synthetic Bristles

KESHIMA$7.09138 rev

6mo ago

e.l.f. Tap & Blend Concealer Brush Covers Blemishes & Dark Spots For An Airbrushed Finish With A Precision Tip Synthetic Vegan & Cruelty-Free

e.l.f.$6.02664 rev

6mo ago

essence | Silky Blur Poreless Primer | Skin-Smoothing & Pore-Blurring| Infused with Niacinamide | Vegan & Cruelty Free

Essence Cosmetics$5.58342 rev

1y ago

What buyers say about concealer brush

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

What buyers love

Brush Quality19%

“Excellent brush”

Soft Feel17%

“Soft and fluffy”

Quality-Overall13%

“And good quality since theyre meant for the face”

Value For Money9%

“Money well spent”

Size-Overall5%

“Fits perfectly”

Ease Of Use4%

“Easy to handle”

Ease Of Application3%

“Applies well”

Coverage3%

“Good coverage”

Advertised Vs Actual Product2%

“As advertised”

Ease Of Cleaning2%

“easy to clean up”

What buyers complain about

Size-Overall13%

“Really small”

Quality-Overall8%

“Garbage”

Value For Money6%

“Expensive”

Hard Feel4%

“Hard”

Thickness3%

“A little thick”

Durability3%

“Broke”

Color3%

“Not the best shades”

Ease Of Use2%

“hard to use”

Advertised Vs Actual Product2%

“Misleading pictures”

Adhesion/Stickiness2%

“sticking to my skin”

Top return reasons

Size-Overall35%

Functionality-Overall9%

Advertised Vs Actual Product9%

Value For Money6%

Brush Quality5%

Color5%

Quality-Overall5%