Is cover up makeup profitable to sell on Amazon United States?

The niche generates $123K/yr across 27 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is -17.8%. Flapen's verdict: Skip it (39/100).

How competitive is the cover up makeup niche?

3 brands and 56 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in cover up makeup?

Top complaints mined from reviews: Color, Coverage, Moist/Dry. The return rate is 1.7%.

When does demand for cover up makeup peak?

Demand peaks in Jan; the busiest month runs 1.7× the quietest.

What does it cost to enter the cover up makeup niche?

Listings span $4.98–$61.29; the average listing price is $12.54 (sweet spot $15–$100). The average incumbent carries 3,888 reviews — the moat a new listing must climb.

cover up makeup

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Returns

Great1.7%

return rate — above 5% kills the launch gate

Price range

Great$4.98–$61.29

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

Avg price

Good$12.54

avg listing price — sweet spot $15–$100

Competition

Okay64%

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

Market size

Okay$123K

$123K/yr · 433K searches

Conversion

Okay2.3%

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

Review moat

Okay3,887.89

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-17.8%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, cover up makeup is a $123K/yr Amazon United States market (433K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan. Verdict: Skip it — 39/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

cover up makeup market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: $125K–$157K; units × avg price
Conversion rate: 2.3%
Avg BSR: #178
Page quality: 0%
Prime: 93%
Sponsored: 63%
Out of stock: 0.0%
Avg brand age: 61 months
Avg seller age: 128 days

Competition & brand share

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

64%

Top 20: 93%

Open market

NYX PROFESSIONAL MAKEUP53%
e.l.f.46%
Generic1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -17.8% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 1.7×

Open Trend

Top cover up makeup search terms

nyx foundation152K/yr -26.1%0.8% conv.
elf soft glam satin foundation98K/yr -9.1%3.6% conv.
elf soft glam27K/yr +23.2%1.3% conv.
blurring foundation22K/yr -19.4%0.2% conv.
nyx foundation full coverage21K/yr -12.8%0.7% conv.
nyx blur16K/yr -4.5%1.8% conv.
elf soft glam foundation22K/yr -53.5%2.8% conv.
easy blur foundation20K/yr -18.9%0.2% conv.
nyx blur foundation16K/yr -32.0%2.1% conv.
soft glam satin foundation8K/yr +14.9%1.5% conv.

All search terms

Top cover up makeup 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

e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 25 Light Neutral

e.l.f.$8.664.4★11,784 rev

NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 02 Fair Porcelain

NYX PROFESSIONAL MAKEUP$13.444.1★869 rev

e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 21 Light Neutral

e.l.f.$8.684.4★11,784 rev

NYX PROFESSIONAL MAKEUP Bare With Me Blur Skin Tint Foundation Make Up with Matcha Glycerin & Niacinamide - Light Neutral

NYX PROFESSIONAL MAKEUP$13.274.1★2,997 rev

e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 20 Light Cool

e.l.f.$8.714.4★11,784 rev

Newest

by launch date

e.l.f. Soft Glam Satin Concealer Medium Coverage For Blemishes & Under-Eye Crease-Resistant Long Lasting Vegan & Cruelty-Free 13 Fair Neutral

e.l.f.$4.992,884 rev

6mo ago

NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 02 Fair Porcelain

NYX PROFESSIONAL MAKEUP$13.44869 rev

7mo ago

NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 06 Light

NYX PROFESSIONAL MAKEUP$13.00869 rev

7mo ago

NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 05 Fair Ivory

NYX PROFESSIONAL MAKEUP$13.76869 rev

7mo ago

NYX PROFESSIONAL MAKEUP Make Em Wonder Liquid Foundation 24HR Foundation Makeup With A Soft Matte Finish Buildable Full Coverage - 09 Light Nude

NYX PROFESSIONAL MAKEUP$14.35869 rev

7mo ago

What buyers say about cover up makeup

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

What buyers love

Coverage19%

“full coverage”

Color11%

“Color is perfect”

Suitability Combination Skin9%

“its perfect for my skin”

Value For Money9%

“reasonable price”

Quality-Overall7%

“Great quality, gives a skin like feel”

Soft Feel5%

“Very creamy a very nice love it”

Weight Light4%

“It feels so lightweight on the skin”

Durability4%

“stays all day”

Ease Of Application3%

“applies smoothly”

Brightness/Shine/Glow2%

“has a glow”

What buyers complain about

Color15%

“I picked the wrong color”

Coverage6%

“just doesnt give the coverage I was looking for”

Moist/Dry6%

“Makes skin look super dry”

Suitability Combination Skin5%

“Not the best for mature skin”

Thickness4%

“Not thick”

Suitability Dry Skin3%

“Not for dry skin”

Wrinkles3%

“It causes wrinkles”

Suitability Oily Skin3%

“it doesnt look well if you have super oily skin”

Durability2%

“After less than 8 hours it started breaking up and separating”

Size-Overall2%

“The applicator is smaller”

Top return reasons

Color56%

Advertised Vs Actual Product12%

Weight Light5%

Coverage4%

Moist/Dry3%

Texture/Consistency-Overall2%

Product Condition2%

Functionality-Overall2%

Suitability Combination Skin1%

Leak-Proof1%

Common questions

Is cover up makeup profitable to sell on Amazon United States?: The niche generates $123K/yr across 27 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is -17.8%. Flapen's verdict: Skip it (39/100).
How competitive is the cover up makeup niche?: 3 brands and 56 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in cover up makeup?: Top complaints mined from reviews: Color, Coverage, Moist/Dry. The return rate is 1.7%.
When does demand for cover up makeup peak?: Demand peaks in Jan; the busiest month runs 1.7× the quietest.
What does it cost to enter the cover up makeup niche?: Listings span $4.98–$61.29; the average listing price is $12.54 (sweet spot $15–$100). The average incumbent carries 3,888 reviews — the moat a new listing must climb.

cover up makeup

cover up makeup market data

Competition & brand share

Demand & seasonality

Top cover up makeup search terms

Top cover up makeup products on Amazon

Top sellers

Newest

Trending

What buyers say about cover up makeup

What buyers love

What buyers complain about

Top return reasons

Common questions

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