Is fenty beauty profitable to sell on Amazon United States?

The niche generates $335K/yr across 48 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -15.8%. Flapen's verdict: Skip it (47/100).

How competitive is the fenty beauty niche?

14 brands and 452 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in fenty beauty?

Top complaints mined from reviews: Allergies, Adhesion/Stickiness, Durability. The return rate is 0.8%.

When does demand for fenty beauty peak?

Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the fenty beauty niche?

Listings span $5.53–$171.91; the average listing price is $29.48 (sweet spot $15–$100). The average incumbent carries 14,259 reviews — the moat a new listing must climb.

fenty beauty

Skip it

Weak search conversion (0.7%) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Incredible$29.48

avg listing price — sweet spot $15–$100

Competition

Great33%

top-5 click share — an open shelf

Market size

Good$335K

$335K/yr · 1.6M searches

Price range

Good$5.53–$171.91

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Brand share

Bad92%

top-5 brand share — brand-locked demand

Review moat

Bad14,259.23

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-15.8%

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

Conversion

Bad0.7%

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

According to Flapen's Amazon United States niche tracking, fenty beauty is a $335K/yr Amazon United States market (1.6M searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 47/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

fenty beauty market data

Units sold / yr: 8K–10K; avg 0–100/product
Revenue / yr: $236K–$295K; units × avg price
Conversion rate: 0.7%
Avg BSR: #404
Page quality: 0%
Prime: 98%
Sponsored: 75%
Out of stock: 3.7%
Avg brand age: 60 months
Avg seller age: 121 days

Competition & brand share

Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.

Brands

14 rising

Sellers

452

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

33%

Top 20: 73%

Open market

FENTY BEAUTY80%
BS-MALL4%
Vaseline4%
NYX PROFESSIONAL MAKEUP2%
Kiko Milano2%
Fenty Skin2%
Open — no brand owns it (8 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -15.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top fenty beauty search terms

fenty beauty1.1M/yr -17.6%0.4% conv.
fenty389K/yr -10.6%0.4% conv.
fenty makeup16K/yr -2.3%0.1% conv.
fenty eyeliner12K/yr -19.5%0.0% conv.
rihanna makeup18K/yr -36.0%0.1% conv.
fenti10K/yr -8.6%0.3% conv.
rihanna makeup fenty beauty7K/yr +57.2%0.1% conv.
fenty beauty by rihanna11K/yr -33.2%0.1% conv.
fenty beauty eyeliner5K/yr -18.1%0.0% conv.
fenty beauty set6K/yr -13.5%0.2% conv.

All search terms

Top fenty beauty 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

Gloss Bomb Stix High Shine Gloss - 04 Is It Fussy by Fenty Beauty for Women - 0.12 oz Lipstick

FENTY BEAUTY$25.034.5★53 rev

FENTY BEAUTY Extra FuSSy Lip Liner + Mini Lip Luminizer Duo - 06 Extra Thigh / 02 FuSSy

FENTY BEAUTY$33.124.1★7 rev

FENTY BEAUTY Lined + Luminized 2 piece Lip Set - Lip Liner (Riri) and Gloss Bomb (Grape Splash)

FENTY BEAUTY$43.014.2★52 rev

Gloss Bomb Stix High Shine Gloss - 06 Riri by Fenty Beauty for Women - 0.12 oz Lipstick

FENTY BEAUTY$24.634.8★47 rev

Vaseline Illuminate Me Shimmering Body Oil Created for Melanin Rich Skin Illuminates Skin with Finishing Touch of Shimmer for Glowing Skin 3.3 oz

Vaseline$10.104.6★10,544 rev

Newest

by launch date

FENTY BEAUTY Extra FuSSy Lip Liner + Mini Lip Luminizer Duo - 06 Extra Thigh / 02 FuSSy

FENTY BEAUTY$33.127 rev

3mo ago

Fenty Beauty Limited Edition Guava Goodiez - Guava Lip + Mini Butta Drop Set

FENTY BEAUTY$49.295 rev

3mo ago

FENTY BEAUTY Lined + Luminized 2 piece Lip Set - Lip Liner (Riri) and Gloss Bomb (Grape Splash)

FENTY BEAUTY$43.0152 rev

9mo ago

Gloss Bomb Luminizing Lip Oil N Gloss - 01 Fussy by Fenty Beauty for Women - 0.3 oz Lip Gloss

FENTY BEAUTY$31.3847 rev

1y ago

Gloss Bomb Stix High Shine Gloss - 04 Is It Fussy by Fenty Beauty for Women - 0.12 oz Lipstick

FENTY BEAUTY$25.0353 rev

1y ago

What buyers say about fenty beauty

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

What buyers love

Suitability Combination Skin11%

“Good for my sensitive skin”

Moist/Dry11%

“Good moisturizer”

Quality-Overall11%

“Good face product”

Soft Feel10%

“Feels really good”

Value For Money6%

“Best value”

Color6%

“the perfect amount of color”

Brightness/Shine/Glow5%

“Skin glowing”

Suitability Dry Skin4%

“Good for dry skin”

Ease Of Use3%

“Goes on easy”

Smell3%

“Lightly scented”

What buyers complain about

Allergies8%

“Very irritating”

Adhesion/Stickiness8%

“Slightly sticky”

Durability7%

“breaks apart”

Value For Money6%

“Kind of expensive”

Skin Health5%

“Burnt my face after first use”

Moist/Dry4%

“Not enough moisturizing”

Quality-Overall4%

“Low quality, breaks apart, doesnt stay in place”

Functionality-Overall3%

“don't see any result”

Smell3%

“Chemical smell”

Color3%

“Too dark”

Top return reasons

Color14%

Functionality-Overall10%

Value For Money9%

Advertised Vs Actual Product9%

Smell6%

Adhesion/Stickiness6%