Is mascara set profitable to sell on Amazon United States?

The niche generates $176K/yr across 17 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +19.2%. Flapen's verdict: Skip it (41/100).

How competitive is the mascara set niche?

3 brands and 78 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in mascara set?

Top complaints mined from reviews: Eyelash Quality, Moist/Dry, Size-Overall. The return rate is 0.5%.

When does demand for mascara set peak?

Demand peaks in Nov–Dec; the busiest month runs 8.3× the quietest.

What does it cost to enter the mascara set niche?

Listings span $4.51–$12.87; the average listing price is $7.46 (sweet spot $15–$100). The average incumbent carries 6,624 reviews — the moat a new listing must climb.

mascara set

Skip it

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

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Conversion

Great8.9%

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

Growth

Okay+19.2%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay$176K

$176K/yr · 266K searches

Competition

Okay70%

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

Review moat

Bad6,623.94

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad$7.46

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad$4.51–$12.87

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

According to Flapen's Amazon United States niche tracking, mascara set is a $176K/yr Amazon United States market (266K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 41/100.

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

mascara set market data

Units sold / yr: 20K–25K; avg 500–750/product
Revenue / yr: $149K–$187K; units × avg price
Conversion rate: 8.9%
Avg BSR: #107
Page quality: 0%
Prime: 100%
Sponsored: 29%
Out of stock: 8.6%
Avg brand age: 53 months
Avg seller age: 139 days

Competition & brand share

The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

MAYBELLINE66%
Essence Cosmetics32%
WanTuoluo1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +19.2% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 8.3×

Open Trend

Top mascara set search terms

great lash mascara37K/yr +33.9%11.7% conv.
maybelline great lash mascara32K/yr +19.1%9.5% conv.
mascara set56K/yr -30.2%0.6% conv.
i love extreme mascara10K/yr +143.8%10.8% conv.
great lash12K/yr -3.2%7.5% conv.
essence i love extreme crazy volume mascara4K/yr +472.3%12.0% conv.
i heart extreme mascara10K/yr +40.0%9.5% conv.
mascara pack14K/yr -7.6%0.8% conv.
maybelline great lash8K/yr +22.8%8.3% conv.
maybelline mascara great lash8K/yr +7.6%10.9% conv.

All search terms

Top mascara set 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 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

essence | I Love Extreme Crazy Volume Mascara (Pack of 1) | Intense & Dramatic Volume & Length in One Swipe | Vegan & Cruelty Free

Essence Cosmetics$4.714.4★29,477 rev

Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Very Black 2 Count

MAYBELLINE$11.044.6★3,284 rev

Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Blackest Black 1 Count

MAYBELLINE$6.084.5★16,657 rev

Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Brownish Black 1 Count

MAYBELLINE$6.184.5★1,136 rev

Maybelline Great Lash Lots Of Lashes Washable Mascara Volumizing Thickening and Curling Mascara Very Black 1 Count

MAYBELLINE$6.114.6★7,727 rev

Newest

by launch date

Maybelline Lash Sensational Holiday Makeup Kit Includes Full-Size Sky High Mascara and Lash Sensational Glitter Mascara 1 Makeup Gift Set

MAYBELLINE$12.69278 rev

9mo ago

essence Lash Princess Mascara Holiday Gift Set | 4 Vegan & Cruelty-Free Mascaras | False Lash Effect Waterproof Primer Curl & Volume | Stocking Stuffer for Beauty Lovers

Essence Cosmetics$12.874,197 rev

3y ago

Maybelline Great Lash Washable Mascara Makeup Volumizing Lash-Doubling Formula That Conditions As It Thickens Very Black 2 Count

MAYBELLINE$11.043,284 rev

8y ago

essence | I Love Extreme Volume Mascara Waterproof | Paraben Free | Cruelty Free | Black (Pack of 1 Waterproof)

Essence Cosmetics$4.707,327 rev

10y ago

Maybelline Great Lash Lots Of Lashes Washable Mascara Volumizing Thickening and Curling Mascara Blackest Black 2 Count

MAYBELLINE$12.037,727 rev

11y ago

What buyers say about mascara set

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

What buyers love

Eyelash Quality39%

“Great Lash Love”

Value For Money15%

“Great value”

Quality-Overall10%

“Good quality”

Ease Of Application3%

“Smooth application”

Water Resistance3%

“Waterproof and works well”

Color3%

“the color is good”

Smudge Resistance3%

“It doesnt smudge”

Durability2%

“Easy to use and durable”

Ease Of Use2%

“Easy to use”

Advertised Vs Actual Product2%

“It does what it says it does”

What buyers complain about

Eyelash Quality13%

“this is not the mascara for you”

Moist/Dry10%

“It seemed dry”

Size-Overall7%

“Not a good fit for me”

Smudge Resistance6%

“These were smeared badly”

Functionality-Overall5%

“lacking in performance”

Quality-Overall5%

“The cost is not worth the poor quality”

Thickness3%

“Not real thick”

Water Resistance3%

“The waterproof version came off almost immediately, the curl and non-waterproof versions smudged and gave me raccoon eyes”

Value For Money3%

“This MASKcarUS is worth less than what I paid for it”

Durability3%

“and the wand broke off from the green handle”

Top return reasons

Moist/Dry20%

Advertised Vs Actual Product14%

Color14%

Functionality-Overall7%

Eyeliner Quality6%

Water Resistance6%

Size-Overall5%

Eyelash Quality3%

Defective Material/Parts3%