Is red mascara profitable to sell on Amazon United States?

The niche generates $975K/yr across 16 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -2.3%. Flapen's verdict: Worth a look (54/100).

How competitive is the red mascara niche?

12 brands and 53 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in red mascara?

Top complaints mined from reviews: Eyelash Quality, Value For Money, Moist/Dry. The return rate is 0.7%.

When does demand for red mascara peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the red mascara niche?

Listings span $4.72–$27.84; the average listing price is $15.32 (sweet spot $15–$100). The average incumbent carries 59,931 reviews — the moat a new listing must climb.

red mascara

Worth a look

Shows low returns (0.7%), but a deep review moat (59,931 avg reviews) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Great7.8%

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

Market size

Great$975K

$975K/yr · 819K searches

Avg price

Great$15.32

avg listing price — sweet spot $15–$100

Price range

Good$4.72–$27.84

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

Brand share

Okay84%

top-5 brand share — brands hold most of the demand

Growth

Bad-2.3%

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

Competition

Bad74%

top-5 click share — a locked-up shelf

Review moat

Bad59,931.19

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, red mascara is a $975K/yr Amazon United States market (819K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 54/100.

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

red mascara market data

Units sold / yr: 50K–60K; avg 3,000–4,000/product
Revenue / yr: $766K–$919K; units × avg price
Conversion rate: 7.8%
Avg BSR: #86
Page quality: 0%
Prime: 100%
Sponsored: 75%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 137 days

Competition & brand share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Brands

12 falling

Sellers

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

12%

L'Oreal Paris30%
MAYBELLINE23%
Essence Cosmetics16%
Clinique10%
PRIME PROMETICS5%
Too Faced4%
Open — no brand owns it (6 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -2.3% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.1×

Open Trend

Top red mascara search terms

burgundy mascara302K/yr +32.4%8.8% conv.
mulberry mascara125K/yr -41.4%6.4% conv.
berry brown mascara59K/yr -32.2%6.3% conv.
maroon mascara39K/yr +13.5%10.4% conv.
plum mascara35K/yr +5.3%5.4% conv.
burgundy mascara waterproof23K/yr +71.7%5.8% conv.
clinique black honey mascara47K/yr -23.0%11.7% conv.
mulberry mascara for older women39K/yr -49.9%6.7% conv.
black honey mascara41K/yr -20.4%10.2% conv.
magenta mascara11K/yr +55.4%4.1% conv.

All search terms

Top red 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Maybelline Lash Sensational Sky High Mascara Makeup Volumizing Lengthening Defining Curling Multiplying Buildable Washable Formula Burgundy Haze 1 Count

MAYBELLINE$10.094.5★185,759 rev

LOreal Paris Makeup Voluminous Original Mascara Deep Burgundy 0.26 Fl Oz

L'Oreal Paris$9.064.4★51,462 rev

essence | Lash Princess False Lash Effect Mascara Burgundy | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free

Essence Cosmetics$4.724.3★415,492 rev

Clinique High Impact Mascara Volume and Length | Safe For Sensitive Eyes | Ophthalmologist Tested Black Honey 0.28 Fl Oz

Clinique$24.944.4★11,182 rev

LOreal Paris Voluminous Panorama Chromatic Mascara Volumizing and Lengthening Burgundy Mascara Longwear Smudge-Resistant and Washable 707 Burgundy Cashmere

L'Oreal Paris$13.274.5★22,283 rev

Newest

by launch date

tarte tartelette tubing mascara Lash Extensions in a Tube Easy-to-Remove Eye Makeup Clinically Proven to Volumize & Curl 24Hr Smudge-Proof Longwear Vegan & Cruelty-Free full size magenta

tarte$27.845,069 rev

3mo ago

Too Faced Better Than Sex Volumizing and Lengthening Mascara | Vegan Formula for Dramatic Volume and Length | Cruelty-Free Eye Makeup with Hourglass Brush for False Lash Effect Burgundy 0.27 Fl Oz

Too Faced$24.8020,484 rev

4mo ago

essence | Lash Princess False Lash Effect Mascara Burgundy | Volumizing & Lengthening Mascara with Conic Fiber Brush | Vegan & Cruelty-Free

Essence Cosmetics$4.72415,492 rev

7mo ago

LOreal Paris Voluminous Panorama Chromatic Mascara Volumizing and Lengthening Burgundy Mascara Longwear Smudge-Resistant and Washable 707 Burgundy Cashmere

L'Oreal Paris$13.2722,283 rev

9mo ago

Maybelline Lash Sensational Sky High Washable Mascara Volumizing Lengthening Defining Curling Multiplying Buildable Mascara Make Up Formula Plum Twilight 1 Count

MAYBELLINE$10.26185,759 rev

1y ago

What buyers say about red mascara

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

What buyers love

Eyelash Quality34%

“the Prime Mascara was still in great shape”

Color17%

“Color is pretty”

Quality-Overall9%

“It is always consistent in quality”

Smudge Resistance5%

“Does not smear”

Advertised Vs Actual Product4%

“As described”

Value For Money3%

“Great value”

Ease Of Use3%

“Easy to use”

Ease Of Application2%

“Easy to Apply”

Soft Feel1%

“stays on smooth”

Efficiency1%

“it goes on well”

What buyers complain about

Eyelash Quality14%

“Makes it look like Im wearing false lashes”

Value For Money11%

“It is expensive”

Moist/Dry11%

“Dried up”

Color8%

“not black”

Advertised Vs Actual Product7%

“Not as Advertised”

Ease Of Use5%

“hard to take off”

Allergies4%

“The rash is awful”

Quality-Overall4%

“NOT ONE REDEEMING QUALITY WITH THIS PRODUCT”

Smudge Resistance3%

“isnt completely smudge proof”

Functionality-Overall3%

“Doesn't work as promised”

Top return reasons

Color35%

Moist/Dry18%

Advertised Vs Actual Product12%

Functionality-Overall5%

Eyeliner Quality4%

Eyelash Quality4%

Product Condition3%

Quality-Overall2%

Water Resistance2%

Ease Of Use2%

Common questions

Is red mascara profitable to sell on Amazon United States?: The niche generates $975K/yr across 16 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -2.3%. Flapen's verdict: Worth a look (54/100).
How competitive is the red mascara niche?: 12 brands and 53 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in red mascara?: Top complaints mined from reviews: Eyelash Quality, Value For Money, Moist/Dry. The return rate is 0.7%.
When does demand for red mascara peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the red mascara niche?: Listings span $4.72–$27.84; the average listing price is $15.32 (sweet spot $15–$100). The average incumbent carries 59,931 reviews — the moat a new listing must climb.