Is holiday makeup gift sets profitable to sell on Amazon United States?

The niche generates $36K/yr across 24 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -25.3%. Flapen's verdict: Skip it (34/100).

How competitive is the holiday makeup gift sets niche?

5 brands and 43 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in holiday makeup gift sets?

Top complaints mined from reviews: Value For Money, Color, Moist/Dry. The return rate is 1.5%.

What does it cost to enter the holiday makeup gift sets niche?

Listings span $4.58–$31.83; the average listing price is $14.87 (sweet spot $15–$100). The average incumbent carries 3,407 reviews — the moat a new listing must climb.

holiday makeup gift sets

Skip it

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

Returns

Great1.5%

return rate — above 5% kills the launch gate

Avg price

Good$14.87

avg listing price — sweet spot $15–$100

Price range

Good$4.58–$31.83

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Okay58%

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

Review moat

Okay3,406.83

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-25.3%

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

Conversion

Bad1.0%

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

Market size

Bad$36K

$36K/yr · 245K searches

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, holiday makeup gift sets is a $36K/yr Amazon United States market (245K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 34/100.

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

holiday makeup gift sets market data

Units sold / yr: 3K–4K; avg 0–100/product
Revenue / yr: $45K–$59K; units × avg price
Conversion rate: 1.0%
Avg BSR: #718
Page quality: 0%
Prime: 88%
Sponsored: 33%
Out of stock: 15.1%
Avg brand age: 42 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

58%

Top 20: 94%

Open market

Essence Cosmetics63%
tarte33%
Tarte2%
NYX PROFESSIONAL MAKEUP2%
Ruby Kisses1%
Open — no brand owns it (0%)

Demand

Weekly Amazon search volume, last 21 weeks — -25.3% search growth over the last 90 days.

Open Trend

Top holiday makeup gift sets search terms

juicy bomb27K/yr -33.8%0.5% conv.
essence juicy bomb23K/yr -25.4%0.8% conv.
juicy bomb essence17K/yr -30.4%0.5% conv.
tarte travel size11K/yr +2.2%2.4% conv.
essence juicy bomb lip gloss12K/yr -31.4%0.7% conv.
juicy bomb lip gloss13K/yr -32.4%0.7% conv.
tarte set14K/yr -6.7%0.2% conv.
tarte mini8K/yr +8.2%0.9% conv.
tarte gift set20K/yr -26.0%0.7% conv.
tarte makeup kit8K/yr +49.1%0.1% conv.

All search terms

Top holiday makeup gift sets 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

essence Juicy Butter Balm Holiday Gift Set | 5 Vegan & Cruelty-Free Lip Balms | Stocking Stuffer for Beauty Lovers

Essence Cosmetics$15.034.5★79 rev

Lip-gloss Essence Juicy Bomb N 102-witty watermelon 10 ml

Essence Cosmetics$5.224.3★1,453 rev

essence | Juicy Bomb Body Mist| Gourmand Caramel with Pistachio & Jasmine | Long-Lasting Travel-Friendly & Vegan (02 | Caramel Crush)

Essence Cosmetics$6.654.0★51 rev

Essence Juicy Bomb Shiny Lipgloss Color n101 - Lovely Litchi - made in Italy [italian import]

Essence Cosmetics$7.324.5★1,158 rev

tarte shape tape concealer Full-Coverage Creaseless Soft Matte Finish Brightening Under-Eye & Face Makeup 16hr Longwear Vegan & Cruelty-Free travel size 12N fair neutral

tarte$12.864.4★1,431 rev

Newest

by launch date

tarte stay golden Amazonian clay cheek blush & highlight 5pc set Mineral Pigment Sheer Buildable Blush With Vitamin E for Lightweight Longwear Vegan & Cruelty-Free travel size

tarte$30.64954 rev

9mo ago

essence | Juicy Bomb Body Mist | Fresh Citrus Blend with Pineapple & Amber | Long-Lasting Travel-Friendly & Vegan (04 | Zesty Citrus)

Essence Cosmetics$6.2551 rev

10mo ago

essence Juicy Butter Balm Holiday Gift Set | 5 Vegan & Cruelty-Free Lip Balms | Stocking Stuffer for Beauty Lovers

Essence Cosmetics$15.0379 rev

11mo ago

essence | Juicy Bomb Body Mist| Gourmand Caramel with Pistachio & Jasmine | Long-Lasting Travel-Friendly & Vegan (02 | Caramel Crush)

Essence Cosmetics$6.6551 rev

11mo ago

tarte face tape foundation Full-Coverage Waterproof Makeup Hydrating & Smoothing Natural Matte Finish for Transfer-Proof Comfortable Long-Wear Foundation Vegan & Cruelty-Free travel size 29N

tarte$16.08180 rev

1y ago

What buyers say about holiday makeup gift sets

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

What buyers love

Color14%

“Lasting color”

Quality-Overall13%

“Excellent product”

Moist/Dry8%

“Great hydration”

Value For Money5%

“It is affordable”

Ease Of Use5%

“Easy to use”

Smell5%

“Great scent”

Smudge Resistance5%

“Lasts all day without smudging”

Size-Overall5%

“They were the perfect size”

Brightness/Shine/Glow4%

“gives it the perfect shine”

Durability4%

“lasts all day”

What buyers complain about

Value For Money9%

“Way overpriced”

Color8%

“Poor color”

Moist/Dry7%

“Very dry”

Quality-Overall6%

“Not as good as expected”

Smell6%

“so the scent doesn't last a long time”

Adhesion/Stickiness6%

“And it more sticky than I prefer”

Size-Overall5%

“its ok. Doesnt lengthen much”

Smudge Resistance4%

“Smudges”

Leak-Proof3%

“leaking bottle issue”

Advertised Vs Actual Product3%

“NOT AS Described”

Top return reasons

Color35%

Advertised Vs Actual Product15%

Moist/Dry9%

Size-Overall9%

Functionality-Overall6%

Product Condition4%

Value For Money3%

Adhesion/Stickiness3%

Smell2%

Texture/Consistency-Overall2%

Common questions

Is holiday makeup gift sets profitable to sell on Amazon United States?: The niche generates $36K/yr across 24 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -25.3%. Flapen's verdict: Skip it (34/100).
How competitive is the holiday makeup gift sets niche?: 5 brands and 43 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in holiday makeup gift sets?: Top complaints mined from reviews: Value For Money, Color, Moist/Dry. The return rate is 1.5%.
What does it cost to enter the holiday makeup gift sets niche?: Listings span $4.58–$31.83; the average listing price is $14.87 (sweet spot $15–$100). The average incumbent carries 3,407 reviews — the moat a new listing must climb.