Is it cosmetics mascara profitable to sell on Amazon United States?

The niche generates $473K/yr across 4 tracked products. 90-day search growth is +10.6%. Flapen's verdict: Worth a look (50/100).

How competitive is the it cosmetics mascara niche?

1 brands and 2 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in it cosmetics mascara?

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

When does demand for it cosmetics mascara peak?

Demand peaks in Jul–Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the it cosmetics mascara niche?

Listings span $14.54–$22.51; the average listing price is $19.83 (sweet spot $15–$100). The average incumbent carries 7,014 reviews — the moat a new listing must climb.

it cosmetics mascara

Worth a look

Shows searches that convert (16.1% search→purchase), but a concentrated shelf (top 5 take 100% of clicks) keeps it on the watch list.

Conversion

Incredible16.1%

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

Returns

Incredible1.0%

return rate — above 5% kills the launch gate

Price range

Great$14.54–$22.51

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

Avg price

Great$19.83

avg listing price — sweet spot $15–$100

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Market size

Good$473K

$473K/yr · 148K searches

Growth

Okay+10.6%

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

Review moat

Bad7,014.25

avg incumbent reviews — the moat a new listing must climb

Competition

Bad100%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, it cosmetics mascara is a $473K/yr Amazon United States market (148K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Dec. Verdict: Worth a look — 50/100.

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

it cosmetics mascara market data

Units sold / yr: 25K–30K; avg 6,000–8,000/product
Revenue / yr: $496K–$595K; units × avg price
Conversion rate: 16.1%
Avg BSR: #107
Page quality: 0%
Prime: 100%
Sponsored: 50%
Out of stock: 0.0%
Avg brand age: 62 months
Avg seller age: 139 days

Competition & brand share

The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.

Brands

1 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

IT Cosmetics100%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +10.6% search growth over the last 90 days.

Peak months: Jul, Dec · busiest ÷ quietest = 1.7×

Open Trend

Top it cosmetics mascara search terms

it mascara43K/yr +9.1%16.9% conv.
it cosmetics mascara43K/yr +15.2%14.9% conv.
it mascara superhero black20K/yr +14.1%20.8% conv.
it superhero mascara black13K/yr +3.3%20.7% conv.
it cosmetics superhero mascara7K/yr +28.1%14.3% conv.
superhero mascara black6K/yr +21.6%20.6% conv.
superhero mascara5K/yr -7.7%20.8% conv.
it mascara waterproof3K/yr +24.3%15.2% conv.
it superhero mascara3K/yr +5.7%10.9% conv.
superhero it mascara black3K/yr -9.7%28.5% conv.

All search terms

Top it cosmetics 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 4 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

IT Cosmetics Superhero Mascara Volumizing & Lengthening Black Mascara Buildable Lash Volume Collagen Biotin Peptides Lifting & Curling Formula Super Black Pigment - 0.3 fl oz

IT Cosmetics$20.524.4★12,745 rev

IT Cosmetics Superhero Mascara Travel Volumizing & Lengthening Black Mascara Buildable Lash Volume Collagen Biotin Peptides Lifting & Curling Formula Super Black Pigment - 0.17 fl oz

IT Cosmetics$14.544.4★12,745 rev

IT Cosmetics Tightline 3-In-1 Lash Primer Eyeliner & Black Mascara - Lengthens & Conditions Lashes - Ultra-Skinny Wand - Infused With Collagen Biotin Peptides & Antioxidants - 0.12 fl oz

IT Cosmetics$22.514.4★1,777 rev

IT Cosmetics Superhero Volumizing Waterproof Mascara 24HR Wear Resists Sweat & Humidity Lash-loving Biotin Peptides & Pro-Vitamin B5 Super Black 0.3 fl oz

IT Cosmetics$21.754.2★790 rev

Newest

by launch date

IT Cosmetics Superhero Volumizing Waterproof Mascara 24HR Wear Resists Sweat & Humidity Lash-loving Biotin Peptides & Pro-Vitamin B5 Super Black 0.3 fl oz

IT Cosmetics$21.75790 rev

3y ago

IT Cosmetics Superhero Mascara Travel Volumizing & Lengthening Black Mascara Buildable Lash Volume Collagen Biotin Peptides Lifting & Curling Formula Super Black Pigment - 0.17 fl oz

IT Cosmetics$14.5412,745 rev

10y ago

IT Cosmetics Superhero Mascara Volumizing & Lengthening Black Mascara Buildable Lash Volume Collagen Biotin Peptides Lifting & Curling Formula Super Black Pigment - 0.3 fl oz

IT Cosmetics$20.5212,745 rev

10y ago

IT Cosmetics Tightline 3-In-1 Lash Primer Eyeliner & Black Mascara - Lengthens & Conditions Lashes - Ultra-Skinny Wand - Infused With Collagen Biotin Peptides & Antioxidants - 0.12 fl oz

IT Cosmetics$22.511,777 rev

13y ago

What buyers say about it cosmetics mascara

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

What buyers love

Smudge Resistance18%

“does not smear”

Quality-Overall16%

“Excellent Product”

Value For Money11%

“Bit of Money”

Ease Of Use7%

“easy to get in close”

Water Resistance7%

“Finally, a waterproof mascara”

Ease Of Application6%

“It applies effortlessly”

Weight Light6%

“It doesnt go on too heavy”

Hair Styling4%

“lengthens my lashes beautifully”

Smell3%

“This smell scary goes on nice”

Thickness3%

“Thick n long”

What buyers complain about

Size-Overall13%

“was disappointed in the size”

Value For Money13%

“Overpriced & Underwhelming”

Thickness10%

“Goes on thin”

Smudge Resistance9%

“was struggling to find a waterproof mascara that didnt smear”

Moist/Dry8%

“Dry”

Durability7%

“it doesnt last very long until I have to replace”

Allergies6%

“the formula must've changed since then because I'm allergic now :”

Quality-Overall6%

“Absolutely garbage”

Water Resistance5%

“not the waterproof”

Ease Of Use2%

“is not so easy to apply because of that”

Top return reasons

Moist/Dry29%

Size-Overall15%

Advertised Vs Actual Product12%

Product Condition11%

Functionality-Overall11%

Value For Money6%

Adhesion/Stickiness2%

Water Resistance2%

Quality-Overall1%

Color1%

Common questions

Is it cosmetics mascara profitable to sell on Amazon United States?: The niche generates $473K/yr across 4 tracked products. 90-day search growth is +10.6%. Flapen's verdict: Worth a look (50/100).
How competitive is the it cosmetics mascara niche?: 1 brands and 2 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in it cosmetics mascara?: Top complaints mined from reviews: Size-Overall, Value For Money, Thickness. The return rate is 1.0%.
When does demand for it cosmetics mascara peak?: Demand peaks in Jul–Dec; the busiest month runs 1.7× the quietest.
What does it cost to enter the it cosmetics mascara niche?: Listings span $14.54–$22.51; the average listing price is $19.83 (sweet spot $15–$100). The average incumbent carries 7,014 reviews — the moat a new listing must climb.