rice serum
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Price range
Incredible$15.05–$29.32cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.2%return rate — above 5% kills the launch gate
Avg price
Great$19.42avg listing price — sweet spot $15–$100
Conversion
Good6.3%search→purchase rate — share of searches ending in a sale
Market size
Good$329K$329K/yr · 268K searches
Review moat
Okay3,523avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-6.4%90-day search growth — must beat 0% to launch
Competition
Bad91%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, rice serum is a $329K/yr Amazon United States market (268K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Apr–Sep–Oct–Nov. Verdict: Skip it — 41/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
rice serum market data
- Units sold / yr
- 15K–20K
- avg 2,000–2,500/product
- Revenue / yr
- $291K–$388K
- units × avg price
- Conversion rate
- 6.3%
- Avg BSR
- #92
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 0.0%
- Avg brand age
- 35 months
- Avg seller age
- 118 days
Competition & brand share
The top 5 products capture 91% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 flat
Sellers
4
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
91%
Top 20: 100%
Open market
0%
- ANUA84%
- I'm from12%
- Beauty of Joseon4%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 76 weeks — -6.4% search growth over the last 90 days.Peak months: Apr, Sep, Oct, Nov · busiest ÷ quietest = 2.3×
Top rice serum search terms
- im from62K/yr
- anua rice41K/yr
- rice serum34K/yr
- anua rice ceramide serum18K/yr
- anua rice serum23K/yr
- anua barrier serum9K/yr
- im from rice14K/yr
- anua 710K/yr
- anua 7 rice ceramide hydrating barrier serum6K/yr
- anua hydrating serum6K/yr
Top rice serum 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 7 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Anua Rice Ceramide 7 Hydrating Barrier Serum Moisturizing Face Serum Non-comodogenic Hyaluronic Acid Niacinamide Lightweight Fragrance Free Sensitive Dry Skin Korean Skincare 1.69 fl oz
ANUA$16.534.6★2,975 rev
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz.
ANUA$18.974.6★6,155 rev
ANUA Rice Enzyme Brightening Cleansing Powder Exfoliating Powder-to-Foam Cleanser Smooth Texture & Clarity Hydrating & Gentle Formula Korean Skincare 1.41 fl.oz
ANUA$15.054.6★3,062 rev
Im From Rice Toner Korea Glow Milky Rice Toner niacinamide Glass&Dewy Hydration Calming All Skin Types Korean Skin Care 5.07fl.oz
I'm from$22.964.6★117 rev
ANUA Rice 70 Intensive Moisturizing Milk Hydrating Face Lotion Niacinamide Ceramides All Skin Types Sensitive Skin Moisture Barrier Lightweight Nourishing Korean Skincare 5.07 fl.oz.
ANUA$17.604.6★2,573 rev
Newest
by launch date
Im From Mugwort Essence Deep Calming Essence for Sensitive Skin Hydrating & Skin Balancing Vegan Korean Skin Care 5.07fl.oz
I'm from$29.32112 rev
Im From Rice Toner Korea Glow Milky Rice Toner niacinamide Glass&Dewy Hydration Calming All Skin Types Korean Skin Care 5.07fl.oz
I'm from$22.96117 rev
ANUA Rice 70 Intensive Moisturizing Milk Hydrating Face Lotion Niacinamide Ceramides All Skin Types Sensitive Skin Moisture Barrier Lightweight Nourishing Korean Skincare 5.07 fl.oz.
ANUA$17.602,573 rev
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz.
ANUA$18.976,155 rev
ANUA Rice Enzyme Brightening Cleansing Powder Exfoliating Powder-to-Foam Cleanser Smooth Texture & Clarity Hydrating & Gentle Formula Korean Skincare 1.41 fl.oz
ANUA$15.053,062 rev
Trending
90-day click momentumIm From Rice Toner Korea Glow Milky Rice Toner niacinamide Glass&Dewy Hydration Calming All Skin Types Korean Skin Care 5.07fl.oz
I'm from$22.964.6★
Im From Mugwort Essence Deep Calming Essence for Sensitive Skin Hydrating & Skin Balancing Vegan Korean Skin Care 5.07fl.oz
I'm from$29.324.6★
Beauty of Joseon Glow Deep Serum Rice Alpha-Arbutin for Uneven Dull Skin Tone Daily Korean Skin Care for Men and Women 30ml 1.01 fl.oz
Beauty of Joseon$15.534.5★
Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz.
ANUA$18.974.6★
Anua Rice Ceramide 7 Hydrating Barrier Serum Moisturizing Face Serum Non-comodogenic Hyaluronic Acid Niacinamide Lightweight Fragrance Free Sensitive Dry Skin Korean Skincare 1.69 fl oz
ANUA$16.534.6★
What buyers say about rice serum
What buyers praise and complain about, mined from review topics.What buyers love
“Super hydrating”
“Great for normal to combination skin”
“Soft skin”
“Excellent product, just as described”
“Glowing Skin”
“Works great to remove dry skin”
“good value for the price”
“Nice and lightweight”
“I love this cleanser”
“absorbs nicely”
What buyers complain about
“Irritated my Skin”
“No hydration”
“DIDN'T WORK”
“not for dry skin”
“Unpleasant odor”
“I have very sensitive skin”
“Very sticky and didnt absorb”
“Just a bit pricey”
“Broke me my skin out”
“First thing I noticed was the texture”
Top return reasons
Common questions
- Is rice serum profitable to sell on Amazon United States?
- The niche generates $329K/yr across 7 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -6.4%. Flapen's verdict: Skip it (41/100).
- How competitive is the rice serum niche?
- 3 brands and 4 sellers compete. The top 5 products take 91% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in rice serum?
- Top complaints mined from reviews: Allergies, Moist/Dry, Functionality-Overall. The return rate is 1.2%.
- When does demand for rice serum peak?
- Demand peaks in Apr–Sep–Oct–Nov; the busiest month runs 2.3× the quietest.
- What does it cost to enter the rice serum niche?
- Listings span $15.05–$29.32; the average listing price is $19.42 (sweet spot $15–$100). The average incumbent carries 3,523 reviews — the moat a new listing must climb.