Is makeup gift profitable to sell on Amazon United States?

The niche generates $85K/yr across 23 tracked products. 7 of 8 products launched in the last 360 days are still selling. 90-day search growth is -10.7%. Flapen's verdict: Skip it (39/100).

How competitive is the makeup gift niche?

10 brands and 175 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in makeup gift?

Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 1.1%.

When does demand for makeup gift peak?

Demand peaks in Nov–Dec; the busiest month runs 10.2× the quietest.

What does it cost to enter the makeup gift niche?

Listings span $5.47–$98.81; the average listing price is $38.22 (sweet spot $15–$100). The average incumbent carries 27,039 reviews — the moat a new listing must climb.

makeup gift

Skip it

A deep review moat (27,039 avg reviews) — this niche doesn't clear our bar today.

Avg price

Incredible$38.22

avg listing price — sweet spot $15–$100

Returns

Great1.1%

return rate — above 5% kills the launch gate

Price range

Great$5.47–$98.81

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

Competition

Okay62%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Bad91%

top-5 brand share — brand-locked demand

Market size

Bad$85K

$85K/yr · 163K searches

Growth

Bad-10.7%

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

Conversion

Bad1.4%

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

Review moat

Bad27,038.91

avg incumbent reviews — the moat a new listing must climb

Signals Low Review Barrier

According to Flapen's Amazon United States niche tracking, makeup gift is a $85K/yr Amazon United States market (163K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 39/100.

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

makeup gift market data

Units sold / yr: 3K–3K; avg 0–100/product
Revenue / yr: $96K–$115K; units × avg price
Conversion rate: 1.4%
Avg BSR: #594
Page quality: 0%
Prime: 91%
Sponsored: 83%
Out of stock: 5.2%
Avg brand age: 40 months
Avg seller age: 129 days

Competition & brand share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

175

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

62%

Top 20: 96%

Open market

SEPHORA41%
NYX PROFESSIONAL MAKEUP40%
e.l.f.4%
MLSMILE4%
Vogewood2%
UNIFULL2%
Open — no brand owns it (4 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.7% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 10.2×

Open Trend

Top makeup gift search terms

sephora makeup set28K/yr +10.1%0.4% conv.
makeup gifts for women34K/yr -4.8%0.3% conv.
nyx lip gloss set15K/yr -22.1%1.5% conv.
make up gifts20K/yr -18.5%0.1% conv.
nyx butter gloss set13K/yr -42.0%1.6% conv.
nyx set10K/yr -0.9%0.6% conv.
nyx makeup set10K/yr -16.6%0.1% conv.
nyx gift set13K/yr -28.6%0.1% conv.
makeup set sephora5K/yr -14.4%0.3% conv.
nyx lip gloss pack2K/yr +8.6%1.2% conv.

All search terms

Top makeup gift 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 23 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NYX PROFESSIONAL MAKEUP Butter Gloss Non-Sticky Lip Gloss - Pack Of 3 (Angel Food Cake Creme Brulee Madeleine)

NYX PROFESSIONAL MAKEUP$15.754.5★125,229 rev

Sephora Favorites Prep & Set 9-Piece Makeup Set Skincare & Primer Essentials

SEPHORA$49.724.2★7 rev

Sephora Favorites Limited Edition Vacay All Day 9-Piece Makeup & Skincare Value Set

SEPHORA$78.735.0★1 rev

NYX PROFESSIONAL MAKEUP Butter Gloss Brown Sugar Non-Sticky Lip Gloss - Pack Of 3 (Sugar High Spiked Toffee Butterscotch)

NYX PROFESSIONAL MAKEUP$15.314.5★125,229 rev

Sephora Cozy & Clean Makeup Holiday Gift Set 9 Clean Beauty Essentials with Lip Primer Mascara & Skincare

SEPHORA$81.044.2★22 rev

Newest

by launch date

Sephora Favorites Limited Edition Vacay All Day 9-Piece Makeup & Skincare Value Set

SEPHORA$78.731 rev

3mo ago

Sephora Favorites Prep & Set 9-Piece Makeup Set Skincare & Primer Essentials

SEPHORA$49.727 rev

4mo ago

SEPHORA Favorites Perfect Pout 6-Piece Lip Set

SEPHORA$37.393 rev

4mo ago

e.l.f. Glow Reviver Plumping Lip Oil Kit Nourishing Tinted Lip Oils For A High-Shine Finish Infused With Jojoba Oil Vegan & Cruelty-Free 4 Shades

e.l.f.$17.31289 rev

9mo ago

Sephora Holiday Lip Value Set: 10-Piece Lip Gloss Liner Oil & Treatment Collection with Kosas Saie Fenty Beauty & More

SEPHORA$72.6614 rev

9mo ago

What buyers say about makeup gift

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

What buyers love

Quality-Overall16%

“Excellent product”

Value For Money10%

“Good Buy”

Soft Feel8%

“The bristles are soft”

Brightness/Shine/Glow7%

“amazing lip gloss”

Brush Quality7%

“Good brushes for the price”

Color5%

“Nice palettes of color”

Size-Overall4%

“They are they perfect size”

Smell4%

“Strong fragrance”

Moist/Dry4%

“Super moisturizing”

Gifting Purpose4%

“cute little gift”

What buyers complain about

Size-Overall12%

“Too short”

Durability9%

“Broke Quickly”

Quality-Overall8%

“Disappointed in Quality”

Brightness/Shine/Glow7%

“the shine isn't good at all”

Smell5%

“Smells disgusting”

Adhesion/Stickiness4%

“Cheap glue”

Battery Life4%

“short battery life”

Color4%

“Wrong color”

Charging3%

“for some reason the light wont charge”

Value For Money3%

“Waste of money”

Top return reasons

Size-Overall28%

Brightness/Shine/Glow10%

Color10%

Quality-Overall9%

Advertised Vs Actual Product7%

Image Magnification7%

Functionality-Overall3%

Smell3%