Is makeup and skincare profitable to sell on Amazon United States?

The niche generates $19K/yr across 9 tracked products. 90-day search growth is -10.3%. Flapen's verdict: Skip it (28/100).

How competitive is the makeup and skincare niche?

7 brands and 14 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in makeup and skincare?

Top complaints mined from reviews: Functionality-Overall, Smell, Durability. The return rate is 0.7%.

When does demand for makeup and skincare peak?

Demand peaks in Jan–Dec; the busiest month runs 4.8× the quietest.

What does it cost to enter the makeup and skincare niche?

Listings span $5.75–$18.61; the average listing price is $11.55 (sweet spot $15–$100). The average incumbent carries 4,602 reviews — the moat a new listing must climb.

makeup and skincare

Skip it

A small market ($19K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Okay$11.55

avg listing price — sweet spot $15–$100

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Conversion

Okay2.3%

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

Price range

Okay$5.75–$18.61

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

Review moat

Bad4,601.89

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-10.3%

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

Competition

Bad85%

top-5 click share — a locked-up shelf

Market size

Bad$19K

$19K/yr · 70K searches

According to Flapen's Amazon United States niche tracking, makeup and skincare is a $19K/yr Amazon United States market (70K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 28/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

makeup and skincare market data

Units sold / yr: 2K–2K; avg 100–250/product
Revenue / yr: $17K–$23K; units × avg price
Conversion rate: 2.3%
Avg BSR: #154
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.5%
Avg brand age: 41 months
Avg seller age: 124 days

Competition & brand share

The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 falling

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

Bubble Skincare75%
Deepmind5%
Evolvique5%
LAIKOU5%
kickleen4%
BAIMEI3%
Open — no brand owns it (1 brand, 3%)

Demand & seasonality

Weekly Amazon search volume, last 84 weeks — -10.3% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 4.8×

Open Trend

Top makeup and skincare search terms

cute skincare32K/yr -18.7%0.2% conv.
bubble level up6K/yr +56.8%8.1% conv.
cute skin care11K/yr -25.4%0.1% conv.
kawaii skincare9K/yr -20.2%0.0% conv.
bubble level up moisturizer5K/yr +17.3%7.5% conv.
bubble skincare level up2K/yr +8.2%4.6% conv.
kawaii skin care3K/yr -23.5%0.0% conv.
level up bubble moisturizer2K/yr -13.2%6.8% conv.
level up bubble799/yr -4.4%9.9% conv.

All search terms

Top makeup and skincare 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 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Bubble Skincare Level Up Gel Face Moisturizer for Oily Skin -Travel Size Lightweight Gel Moisturizer Balancing + Hydrating Face Lotion with Niacinamide + Zinc to Improve Texture + Reduce Shine (50ml)

Bubble Skincare$13.704.6★3,076 rev

Bubble Skincare Slam Dunk Hydrating Face Moisturizer - Travel Size Lightweight Face Lotion with Vitamin E + Aloe Vera - Daily Facial Moisturizer for Normal + Dry Skin with Blue Light Protection (50ml)

Bubble Skincare$13.904.7★7,045 rev

2 PCS Bee Lip Balm Lip Mask Honey Pot Honey & Strawberry Lip Mask Propolis Moisturizing Lip Balm Hydrating Prevention Dry & Cracked Lip Sleeping Mask Birthday Party Favors Bulk Gifts for Women & Girls

Deepmind$7.944.5★2,962 rev

Skincare Set Sakura Teen Girls Gifts Christmas Birthday - Skin Care Set for girls Ages 8-12 - Hydrating Skincare for Teens 10-12 - Travel Size Facial Kit for Women with Cleanser Bunny Headband5pcs

Evolvique$18.614.6★268 rev

LAIKOU Skin Care Set JAPAN SAKURA Women Beauty Gift Sets Skin Care Kit with Cleanser Toner Serum Eye Cream Face Cream Travel Kit for Women Teen Girls Mom Daughter Birthday TSA-friendly Sizes 5pcs

LAIKOU$11.244.6★1,873 rev

Newest

by launch date

Skincare Set Sakura Teen Girls Gifts Christmas Birthday - Skin Care Set for girls Ages 8-12 - Hydrating Skincare for Teens 10-12 - Travel Size Facial Kit for Women with Cleanser Bunny Headband5pcs

Evolvique$18.61268 rev

1y ago

Bubble Skincare Cloud Surf Water Cream Moisturizer - Mattifying & Hydrating Moisturizer for Oily Skin - Lightweight Travel Face Moisturizer to Help Minimize Pores - Normal to Combination Skin (50ml)

Bubble Skincare$14.131,100 rev

2y ago

LAIKOU Skin Care Set JAPAN SAKURA Women Beauty Gift Sets Skin Care Kit with Cleanser Toner Serum Eye Cream Face Cream Travel Kit for Women Teen Girls Mom Daughter Birthday TSA-friendly Sizes 5pcs

LAIKOU$11.241,873 rev

2y ago

kickleen$5.751,041 rev

3y ago

Bubble Skincare Level Up Gel Face Moisturizer for Oily Skin -Travel Size Lightweight Gel Moisturizer Balancing + Hydrating Face Lotion with Niacinamide + Zinc to Improve Texture + Reduce Shine (50ml)

Bubble Skincare$13.703,076 rev

3y ago

What buyers say about makeup and skincare

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

What buyers love

Moist/Dry13%

“Its Moisturizing”

Quality-Overall11%

“I believe the price was fair for the quality offered”

Value For Money9%

“Worth it”

Soft Feel9%

“my skin is so soft”

Suitability Combination Skin8%

“Great for skin”

Ease Of Use8%

“Easy to use”

Gifting Purpose5%

“Cute gift”

Cleansing4%

“They work great when cleansing the skin on a daily basis”

Advertised Vs Actual Product4%

“Just what I was looking for”

Efficiency3%

“This works well”

What buyers complain about

Functionality-Overall14%

“Doesn't do anything”

Smell8%

“it smells kind of weird like burnt fire wood or just like fire”

Durability8%

“Doesnt last”

Size-Overall7%

“so the containers are smaller than they may appear in the photos”

Value For Money5%

“mad expensive”

Allergies4%

“leaves a weird feeling in the skin”

Instructions/User Manual/Troubleshooting3%

“Followed instructions”

Advertised Vs Actual Product3%

“Did not work as advertised”

Moist/Dry2%

“if anything, it just feels like Im rubbing a dry, waxy crayon over my face”

Skin Health2%

“which might be uncomfortable for sensitive skin”

Top return reasons

Functionality-Overall18%

Adhesion/Stickiness14%

Defective Material/Parts12%

Advertised Vs Actual Product10%

Size-Overall8%

Smell5%

Value For Money4%

Moist/Dry4%

Product Condition4%

Leak-Proof2%

Common questions

Is makeup and skincare profitable to sell on Amazon United States?: The niche generates $19K/yr across 9 tracked products. 90-day search growth is -10.3%. Flapen's verdict: Skip it (28/100).
How competitive is the makeup and skincare niche?: 7 brands and 14 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in makeup and skincare?: Top complaints mined from reviews: Functionality-Overall, Smell, Durability. The return rate is 0.7%.
When does demand for makeup and skincare peak?: Demand peaks in Jan–Dec; the busiest month runs 4.8× the quietest.
What does it cost to enter the makeup and skincare niche?: Listings span $5.75–$18.61; the average listing price is $11.55 (sweet spot $15–$100). The average incumbent carries 4,602 reviews — the moat a new listing must climb.