Is rare beauty eye brightener profitable to sell on Amazon United States?

The niche generates $265K/yr across 28 tracked products. 5 of 7 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (45/100).

How competitive is the rare beauty eye brightener niche?

11 brands and 140 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in rare beauty eye brightener?

Top complaints mined from reviews: Color, Size-Overall, Ease Of Application. The return rate is 1.5%.

When does demand for rare beauty eye brightener peak?

Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the rare beauty eye brightener niche?

Listings span $6.64–$44.75; the average listing price is $23.47 (sweet spot $15–$100). The average incumbent carries 3,350 reviews — the moat a new listing must climb.

rare beauty eye brightener

Skip it

Weak search conversion (1.1%) — this niche doesn't clear our bar today.

Avg price

Incredible$23.47

avg listing price — sweet spot $15–$100

Returns

Great1.5%

return rate — above 5% kills the launch gate

Price range

Great$6.64–$44.75

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

Competition

Good54%

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

Market size

Okay$265K

$265K/yr · 1.0M searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,350.04

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+0.8%

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

Conversion

Bad1.1%

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

According to Flapen's Amazon United States niche tracking, rare beauty eye brightener is a $265K/yr Amazon United States market (1.0M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 45/100.

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

rare beauty eye brightener market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $188K–$235K; units × avg price
Conversion rate: 1.1%
Avg BSR: #221
Page quality: 0%
Prime: 61%
Sponsored: 50%
Out of stock: 7.1%
Avg brand age: 49 months
Avg seller age: 125 days

Competition & brand share

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 rising

Sellers

140

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

54%

Top 20: 92%

Open market

Rare Beauty63%
Fadollarc18%
e.l.f.6%
Saie3%
KYDA2%
ColourPop2%
Open — no brand owns it (5 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top rare beauty eye brightener search terms

rare beauty blush824K/yr -4.3%0.8% conv.
rare beauty soft pinch liquid blush44K/yr +120.8%1.8% conv.
blush rare beauty47K/yr -8.1%0.4% conv.
rare beauty liquid blush33K/yr +14.5%1.0% conv.
rare beauty blush mini25K/yr -14.3%0.4% conv.
liquid blush rare beauty12K/yr +5.9%1.2% conv.
rare beauty mini blush13K/yr -17.3%0.4% conv.
mini rare beauty blush14K/yr -28.6%0.2% conv.
selena gomez blush5K/yr -4.9%0.7% conv.
rare beauty blush encourage4K/yr +17.5%0.6% conv.

All search terms

Top rare beauty eye brightener 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

Rare Beauty by Selena Gomez Soft Pinch Liquid Blush Believe

Rare Beauty$26.894.5★4,156 rev

Rare Happy Face Soft & Pinch Liquid Blush Beauty Cheek Face Blush (Happy 0.25 fl.oz)

Fadollarc$23.814.8★36 rev

Rare Beauty Soft Pinch Cheek & Lip Trio - Matte Blush Mini Liquid Blush and Mini Tinted Lip Oil

Rare Beauty$37.664.4★99 rev

Rare Beauty by Selena Gomez Soft Pinch Liquid Blush Happy

Rare Beauty$32.464.5★4,156 rev

Rare Beauty Soft Pinch Luminous Powder Blush Joy (muted peach) Radiant Finish 0.098 oz/2.8 g

Rare Beauty$26.624.1★153 rev

Newest

by launch date

Saie Mini Dew Liquid Blush for Cheeks - Hydrating Cream Blush Stick with a Blendable + Buildable Formula - Skincare Infused Dewy Cheek Tint for a Natural Flush - Clean Vegan Makeup - Sweetie (.24 oz)

Saie$15.1010 rev

2mo ago

Rare Beaute MINI Soft Pinch Liquid Blush - Hope 0.11 oz/3.2 mL

Generic$42.821 rev

3mo ago

Rare Happy Face Soft & Pinch Liquid Blush Beauty Cheek Face Blush (Happy 0.25 fl.oz)

Fadollarc$23.8136 rev

5mo ago

Rare Happy Face Soft & Pinch Liquid Blush Beauty Cheek Face Blush (Hope 0.25 fl.oz)

Fadollarc$23.8536 rev

5mo ago

Rare Beauty Selenas Faves Mini Fragrance & Blush Set - EAU De Parfum Rollerball (.16 Fl Oz) and Liquid Blush in Happy (.25 Oz)

Rare Beauty$38.8121 rev

9mo ago

What buyers say about rare beauty eye brightener

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

What buyers love

Color44%

“Very natural color”

Quality-Overall8%

“Product is definitely buildable”

Value For Money7%

“great product for the price”

Soft Feel7%

“Its a soft”

Durability5%

“lasting”

Ease Of Application5%

“EASY Application”

Suitability Combination Skin4%

“It works for my complexion”

Ease Of Use3%

“Very nice easy to use”

Smell3%

“Beautiful scent”

Color Fading/Discoloration1%

“the color stays all day”

What buyers complain about

Color29%

“The color is a bit bright for me”

Size-Overall11%

“Too tight”

Ease Of Application5%

“applicator does not go down in bottle so you cant get the product out”

Value For Money5%

“Waste of money”

Durability5%

“I guess it easily breaks”

Product Condition4%

“Arrived used”

Suitability Combination Skin3%

“has too much of a copper undertone that doesnt work for my skin”

Brightness/Shine/Glow2%

“Too bright and I don't seem to be able to get it to lighten up no matter how much I buff at it”

Ease Of Use2%

“I dont use”

Smell2%

“smells weird though”

Top return reasons

Color64%

Advertised Vs Actual Product8%

Product Condition3%

Size-Overall3%

Brightness/Shine/Glow2%

Defective Material/Parts2%

Functionality-Overall2%

Texture/Consistency-Overall2%

Adhesion/Stickiness2%

Value For Money2%

Common questions

Is rare beauty eye brightener profitable to sell on Amazon United States?: The niche generates $265K/yr across 28 tracked products. 5 of 7 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (45/100).
How competitive is the rare beauty eye brightener niche?: 11 brands and 140 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in rare beauty eye brightener?: Top complaints mined from reviews: Color, Size-Overall, Ease Of Application. The return rate is 1.5%.
When does demand for rare beauty eye brightener peak?: Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the rare beauty eye brightener niche?: Listings span $6.64–$44.75; the average listing price is $23.47 (sweet spot $15–$100). The average incumbent carries 3,350 reviews — the moat a new listing must climb.