merit mascara
Worth a lookShows low returns (1.0%), but a small market ($39K/yr) keeps it on the watch list.
Returns
Great1.0%return rate — above 5% kills the launch gate
Avg price
Incredible$26.76avg listing price — sweet spot $15–$100
Price range
Great$11.92–$48.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Great+84.4%90-day search growth — must beat 0% to launch
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Conversion
Okay3.0%search→purchase rate — share of searches ending in a sale
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Review moat
Okay3,593.81avg incumbent reviews — the moat a new listing must climb
Competition
Bad73%top-5 click share — a locked-up shelf
Market size
Bad$39K$39K/yr · 47K searches
According to Flapen's Amazon United States niche tracking, merit mascara is a $39K/yr Amazon United States market (47K searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Sep–Oct–Nov–Dec. Verdict: Worth a look — 52/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
merit mascara market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $107K–$134K
- units × avg price
- Conversion rate
- 3.0%
- Avg BSR
- #317
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 94%
- Out of stock
- 2.0%
- Avg brand age
- 67 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
11 falling
Sellers
28
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
9%
- Generic32%
- Merit27%
- ILIA12%
- tarte9%
- Lancôme9%
- Thrive Causemetics4%
- Open — no brand owns it (5 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +84.4% search growth over the last 90 days.Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 5.0×
Top merit mascara search terms
- merit mascara34K/yr
- merit clean lash lengthening tubing mascara4K/yr
- merit tubing mascara3K/yr
- merit mascara black3K/yr
- merit clean lash mascara3K/yr
Top merit mascara 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.
All 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MERIT Clean Lash Lengthening Tubing Mascara
Merit$29.314.4★69 rev
M.E.R.I.T Clean Lash Lengthening Tubing Mascara
Generic$47.840.0★0 rev
Merit Clean Lash Lengthening Mascara Black with Fatty Acids and Olive Oil Esters
Generic$48.223.6★6 rev
Lancme Dfinicils Defining & Lengthening Mascara Lengthen & Define Lashes Vitamin B5 Enriched Smudge and Clump-Free Non-Flaking Formula Gentle for Sensitive Eyes Black Mascara
Lancôme$26.074.5★5,570 rev
ILIA - Limitless Lash Mascara (After Midnight | Soft black)
ILIA$28.844.3★6,963 rev
Newest
by launch date
Thrive Causemetics Thrive Mascara Liquid Lash Extensions Mascara Tubing Mascara Lengthening Volumizing & Curling Smudge Proof Washable No Clumping or Flaking Vegan Brynn (Rich Black)
Thrive Causemetics$30.344,106 rev
ILIA - Limitless Lash Mascara (Before Dawn | Rich brown)
ILIA$28.836,963 rev
Merit Clean Lash Lengthening Mascara Black with Fatty Acids and Olive Oil Esters
Generic$48.226 rev
M.E.R.I.T Clean Lash Lengthening Tubing Mascara
Generic$47.840 rev
tarte tartelette XL tubing mascara Lash Extensions in a Tube with Peptide Extra-Bold Buildable Length & Volume Smudge-Proof Longwear Easy-to-Remove Vegan & Cruelty-Free full size black
tarte$20.193,957 rev
Trending
90-day click momentumM.E.R.I.T Clean Lash Lengthening Tubing Mascara
Generic$47.840.0★
MERIT Clean Lash Lengthening Tubing Mascara
Merit$29.314.4★
Saie Mascara 101 - Lash Lengthening Mascara for Thick Bold Lifted Lashes - Buildable Eye Makeup Formulated to Strengthen and Condition with Rich Nutrients - Black (0.31 oz)
Saie$25.074.4★
Lancme Dfinicils Defining & Lengthening Mascara Lengthen & Define Lashes Vitamin B5 Enriched Smudge and Clump-Free Non-Flaking Formula Gentle for Sensitive Eyes Black Mascara
Lancôme$26.074.5★
LAURA GELLER NEW YORK Kajal Longwear Mascara Black Volumizing Lengthening & Defining Mascara - SmudgeProof & FlakeProof Wear Buildable Formula
LAURA GELLER NEW YORK$17.984.3★
What buyers say about merit mascara
What buyers praise and complain about, mined from review topics.What buyers love
“nice eyelash”
“Excellent product”
“No flaking or smudging”
“Easy to remove”
“Great Price”
“Stays on all day”
“Application easy”
“Exactly what I wanted”
“Great color”
“it worked so good so I bought the normal sized”
What buyers complain about
“A little expensive”
“it smeared so much”
“Broke my eyelashes”
“Dried out”
“Not as good a product as I expected”
“have dry eyes that are easily irritated”
“Hard to Remove”
“Goes on very thick”
“False advertisement”
“It does not work at all as it is advertised”
Top return reasons
Common questions
- Is merit mascara profitable to sell on Amazon United States?
- The niche generates $39K/yr across 16 tracked products. 90-day search growth is +84.4%. Flapen's verdict: Worth a look (52/100).
- How competitive is the merit mascara niche?
- 11 brands and 28 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in merit mascara?
- Top complaints mined from reviews: Value For Money, Smudge Resistance, Eyelash Quality. The return rate is 1.0%.
- When does demand for merit mascara peak?
- Demand peaks in Sep–Oct–Nov–Dec; the busiest month runs 5.0× the quietest.
- What does it cost to enter the merit mascara niche?
- Listings span $11.92–$48.22; the average listing price is $26.76 (sweet spot $15–$100). The average incumbent carries 3,594 reviews — the moat a new listing must climb.