Is mattifying moisturizer profitable to sell on Amazon United States?

The niche generates $344K/yr across 11 tracked products. 90-day search growth is +11.5%. Flapen's verdict: Skip it (46/100).

How competitive is the mattifying moisturizer niche?

5 brands and 43 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in mattifying moisturizer?

Top complaints mined from reviews: Allergies, Moist/Dry, Oily/Greasy. The return rate is 0.8%.

When does demand for mattifying moisturizer peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the mattifying moisturizer niche?

Listings span $7.94–$37.13; the average listing price is $20.35 (sweet spot $15–$100). The average incumbent carries 15,204 reviews — the moat a new listing must climb.

mattifying moisturizer

Skip it

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

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great$20.35

avg listing price — sweet spot $15–$100

Conversion

Great7.3%

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

Price range

Great$7.94–$37.13

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

Market size

Good$344K

$344K/yr · 233K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+11.5%

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

Review moat

Bad15,204.18

avg incumbent reviews — the moat a new listing must climb

Competition

Bad85%

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, mattifying moisturizer is a $344K/yr Amazon United States market (233K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.

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

mattifying moisturizer market data

Units sold / yr: 15K–20K; avg 1,500–2,000/product
Revenue / yr: $305K–$407K; units × avg price
Conversion rate: 7.3%
Avg BSR: #134
Page quality: 0%
Prime: 100%
Sponsored: 64%
Out of stock: 0.0%
Avg brand age: 81 months
Avg seller age: 133 days

Competition & brand share

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

Brands

5 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

La Roche-Posay83%
Cetaphil9%
CeraVe3%
PanOxyl3%
FORMULA 10.0.62%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +11.5% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top mattifying moisturizer search terms

mattifying moisturizer34K/yr +7.4%4.1% conv.
matte moisturizer32K/yr +10.0%4.6% conv.
la roche posay matte moisturizer22K/yr +28.5%12.5% conv.
effaclar mat18K/yr +12.9%8.2% conv.
la roche posay effaclar mat19K/yr -1.7%7.7% conv.
la roche posay oily skin13K/yr +19.8%2.3% conv.
matte face moisturizer10K/yr +34.1%4.7% conv.
effaclar mat la roche posay13K/yr -3.1%5.8% conv.
la roche posay moisturizer matte10K/yr +9.6%12.8% conv.
matte moisturizer for oily skin9K/yr +15.2%3.4% conv.

All search terms

Top mattifying moisturizer 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 11 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

La Roche-Posay Toleriane Double Repair Matte Face Moisturizer Daily Moisturizer For Oily Skin With Ceramide And Niacinamide For All Skin Tones Oil Free Non-Comedogenic

La Roche-Posay$23.374.5★8,836 rev

Effaclar Mat Oil-Free Mattifying Moisturizer

La Roche-Posay$36.924.5★20,959 rev

La Roche-Posay Toleriane Double Repair Matte Moisturizer SPF 30 Lightweight Daily Face Moisturizer for Oily Skin & Combination Skin With Niacinamide & Vitamin B3 Oil Free Fragrance Free

La Roche-Posay$23.754.4★664 rev

Cetaphil Face Moisturizer Gentle Clear Mattifying Acne Moisturizer With 0.5% Salicylic Acid Hydrates and Treats Sensitive Acne Prone Skin Skin Care for Sensitive Skin 3oz

Cetaphil$10.164.6★6,128 rev

La Roche-Posay Toleriane Double Repair Face Moisturizer Daily Moisturizer Face Cream with Ceramide and Niacinamide for All Skin Types Oil Free Fragrance Free

La Roche-Posay$23.204.6★50,218 rev

Newest

by launch date

La Roche-Posay Toleriane Double Repair Matte Moisturizer SPF 30 Lightweight Daily Face Moisturizer for Oily Skin & Combination Skin With Niacinamide & Vitamin B3 Oil Free Fragrance Free

La Roche-Posay$23.75664 rev

1y ago

Effaclar Daily Acne Essentials Kit Acne Treatment System Salicylic Acid Acne Cleanser Pore Refining Toner & Matte Face Moisturizer for Oily Skin & Combination Skin Oil-Free 2 Month Supply

La Roche-Posay$37.13662 rev

1y ago

CeraVe Oil Control Moisturizing Gel-Cream Face Moisturizer for Oily Skin Niacinamide Hyaluronic Acid & Oil Absorbing Technology To Rebalance Oily Skin Non-Comedogenic Fragrance Free & Oil-Free

CeraVe$15.533,200 rev

2y ago

PanOxyl AM Oil Control Moisturizer NEW Sheer Formula Absorbs Excess Oil and Reduces Shine with Mineral Sunscreen for Acne Prone and Oily Skin - SPF 30-1.7 oz

PanOxyl$9.791,916 rev

3y ago

La Roche-Posay Toleriane Double Repair Matte Face Moisturizer Daily Moisturizer For Oily Skin With Ceramide And Niacinamide For All Skin Tones Oil Free Non-Comedogenic

La Roche-Posay$23.378,836 rev

4y ago

What buyers say about mattifying moisturizer

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

What buyers love

Moist/Dry28%

“Great Moisturizer”

Quality-Overall9%

“Excellent product”

Suitability Combination Skin8%

“Great for sensitive skin”

Suitability Oily Skin6%

“Excellent for oily skin”

Soft Feel5%

“Incredibly soft”

Value For Money4%

“Great Value”

Suitability Dry Skin4%

“Great for super dry skin”

Weight Light3%

“Lightweight and Comfortable on My Skin”

Smell3%

“Fragrance Free”

Absorbency3%

“Absorbs very well”

What buyers complain about

Allergies11%

“Skin Irritation”

Moist/Dry9%

“It does not moisturize”

Oily/Greasy6%

“have oily skin”

Skin Health6%

“Skin burnt and redness”

Suitability Dry Skin6%

“Not recommended for extremely dry skin”

Value For Money4%

“Not worth the cost”

Smell4%

“it has a bit of an odd smell”

Product Condition3%

“Received used item”

Functionality-Overall3%

“Doesnt work”

Suitability Oily Skin3%

“Not for oily complexions”

Top return reasons

Moist/Dry20%

Product Condition13%

Advertised Vs Actual Product12%

Value For Money6%

Functionality-Overall6%

Suitability Dry Skin6%

Smell5%

Oily/Greasy4%

Skin Health3%

Suitability Combination Skin3%

Common questions

Is mattifying moisturizer profitable to sell on Amazon United States?: The niche generates $344K/yr across 11 tracked products. 90-day search growth is +11.5%. Flapen's verdict: Skip it (46/100).
How competitive is the mattifying moisturizer niche?: 5 brands and 43 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in mattifying moisturizer?: Top complaints mined from reviews: Allergies, Moist/Dry, Oily/Greasy. The return rate is 0.8%.
When does demand for mattifying moisturizer peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the mattifying moisturizer niche?: Listings span $7.94–$37.13; the average listing price is $20.35 (sweet spot $15–$100). The average incumbent carries 15,204 reviews — the moat a new listing must climb.