Is makeup kit elf profitable to sell on Amazon United States?

The niche generates $33K/yr across 27 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -30.7%. Flapen's verdict: Skip it (34/100).

How competitive is the makeup kit elf niche?

8 brands and 84 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in makeup kit elf?

Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Color. The return rate is 0.5%.

When does demand for makeup kit elf peak?

Demand peaks in Nov–Dec; the busiest month runs 17.6× the quietest.

What does it cost to enter the makeup kit elf niche?

Listings span $3.80–$31.07; the average listing price is $15.23 (sweet spot $15–$100). The average incumbent carries 17,390 reviews — the moat a new listing must climb.

makeup kit elf

Skip it

A small market ($33K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Avg price

Great$15.23

avg listing price — sweet spot $15–$100

Price range

Good$3.80–$31.07

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

Competition

Good51%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad17,390.15

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.3%

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

Growth

Bad-30.7%

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

Brand share

Bad96%

top-5 brand share — brand-locked demand

Market size

Bad$33K

$33K/yr · 173K searches

According to Flapen's Amazon United States niche tracking, makeup kit elf is a $33K/yr Amazon United States market (173K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 34/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

makeup kit elf market data

Units sold / yr: 4K–5K; avg 0–100/product
Revenue / yr: $61K–$76K; units × avg price
Conversion rate: 1.3%
Avg BSR: #45
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 1.9%
Avg brand age: 44 months
Avg seller age: 129 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 falling

Sellers

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

51%

Top 20: 92%

Open market

e.l.f.78%
RevoNext7%
Geyomi7%
KAVCENT3%
venshun1%
Neutrogena1%
Open — no brand owns it (2 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -30.7% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 17.6×

Open Trend

Top makeup kit elf search terms

elf makeup kit135K/yr -34.9%1.1% conv.
makeup set elf8K/yr -10.0%1.1% conv.
elf makeup sets8K/yr +5.2%0.7% conv.
elf make up set7K/yr -15.0%0.2% conv.
elf makeup gift set11K/yr -22.8%1.0% conv.
elf cosmetics gift set4K/yr -45.4%5.4% conv.

All search terms

Top makeup kit elf 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

e.l.f. All Day Every Day Makeup Kit Hydrating Face Primer Curling Mascara High-Shine Lip Gloss & Clear Eyebrow Gel + Mascara Vegan & Cruelty-Free

e.l.f.$20.894.8★35 rev

e.l.f. SKIN Best & Obsessed Skincare Kit Travel-Size Makeup Remover Sunscreen & Brightening Serums For Glowy Skin Vegan & Cruelty-Free

e.l.f.$20.414.7★232 rev

e.l.f. SKIN Holy Hydration! Hydrated Ever After Skincare Mini Kit Cleanser Makeup Remover Moisturizer & Eye Cream For Hydrating Skin Airplane-Friendly Sizes

e.l.f.$20.504.7★12,187 rev

28 Pcs All in One Full Makeup Kit for Women Makeup Set for Women&Beginner Eyeshadow Foundation Lipsticks Eyeliner Mascara Brow Soap Make Up Gift Set for Women Teen Makeup Kit For Girl

RevoNext$21.484.4★235 rev

All in One Makeup Kit for Women Full Kit Makeup Set 12 Colors Eyeshadow Foundation & Primer Lipsticks Eyeliner Mascara Contour Stick Brow Soap Brush & Sponge Make Up Gift Set for Women Teens

Geyomi$21.104.3★1,275 rev

Newest

by launch date

e.l.f. All Day Every Day Makeup Kit Hydrating Face Primer Curling Mascara High-Shine Lip Gloss & Clear Eyebrow Gel + Mascara Vegan & Cruelty-Free

e.l.f.$20.8935 rev

3mo ago

e.l.f. SKIN Thirst Burst Dew-O Travel-Sized Skincare Set Exfoliating Facial Toner & Hydrating Serum Drops Gives Skin A Dewy Bouncy Glow Vegan & Cruelty-Free

e.l.f.$9.48369 rev

6mo ago

e.l.f. Glossy Lip Stain Shades 4 Days Kit Long-Lasting Lip Stains For A Sheer Pop Of Color & Subtle Gloss Finish Vegan & Cruelty-Free 4 Shades

e.l.f.$18.1911,801 rev

8mo ago

e.l.f. SKIN Best & Obsessed Skincare Kit Travel-Size Makeup Remover Sunscreen & Brightening Serums For Glowy Skin Vegan & Cruelty-Free

e.l.f.$20.41232 rev

8mo ago

Makeup Kit for Teens Makeup Gift Set for Beginners Teenager Makeup Sets Travel Makeup Kits for Teenagers Girls 14-16 Make Up Kit for Teen & Girls

venshun$19.19907 rev

1y ago

What buyers say about makeup kit elf

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

What buyers love

Quality-Overall13%

“Excellent product”

Value For Money10%

“For the price”

Color8%

“Cute color”

Moist/Dry6%

“dries quickly”

Ease Of Use6%

“Easy application”

Soft Feel6%

“Soft and Smooth”

Suitability Combination Skin5%

“Works great with sensitive skin too”

Size-Overall4%

“They are they perfect size”

Smell3%

“Fragrance free”

Gifting Purpose3%

“Great gift”

What buyers complain about

Size-Overall14%

“These tubs are small”

Adhesion/Stickiness8%

“Not too sticky”

Color7%

“Didn't like the color”

Moist/Dry5%

“completely dried out”

Quality-Overall4%

“The quality does seem to be kind of cheap”

Value For Money4%

“expensive”

Smell3%

“Odor is awful”

Allergies3%

“Causes my face to get very red rash”

Thickness3%

“Too thick”

Durability2%

“Will break”

Top return reasons

Color27%

Size-Overall17%

Advertised Vs Actual Product9%

Adhesion/Stickiness6%

Value For Money6%

Functionality-Overall5%

Smell4%

Quality-Overall3%

Moist/Dry3%

Texture/Consistency-Overall2%

Common questions

Is makeup kit elf profitable to sell on Amazon United States?: The niche generates $33K/yr across 27 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -30.7%. Flapen's verdict: Skip it (34/100).
How competitive is the makeup kit elf niche?: 8 brands and 84 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 96% of demand.
What do buyers complain about in makeup kit elf?: Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Color. The return rate is 0.5%.
When does demand for makeup kit elf peak?: Demand peaks in Nov–Dec; the busiest month runs 17.6× the quietest.
What does it cost to enter the makeup kit elf niche?: Listings span $3.80–$31.07; the average listing price is $15.23 (sweet spot $15–$100). The average incumbent carries 17,390 reviews — the moat a new listing must climb.