---
title: "Rice Serum — $329K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/rice-serum"
last_updated: "2026-08-10T16:12:41.486Z"
locale: en
meta:
description: "Niche score 41/100 · $329K/yr market · 268K searches/yr · $19.42 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · $329K/yr market · 268K searches/yr · $19.42 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Rice Serum — $329K/yr Amazon US Niche (2026) - Flapen"
---
# **rice serum**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 52Growth 22Conversion 69Competition 7Returns 90Price range 95Avg price 86Brand share 0Review moat 30Quality gap 27
**Price range**
**Incredible****$15.05–$29.32**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$19.42**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****6.3%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****$329K**
$329K/yr · 268K searches
**Review moat**
**Okay****3,523**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-6.4%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****91%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
9K7KSpike '25Prime Day '25Black Friday '25Spike '26 seasonFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Apr, Sep, Oct, Nov · busiest ÷ quietest = 2.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/rice-serum/trend)
## **Top rice serum search terms**
- **im from**62K/yr-10.6%1.1% conv. - **anua rice**41K/yr-6.3%8.1% conv. - **rice serum**34K/yr-10.3%2.7% conv. - **anua rice ceramide serum**18K/yr+36.9%10.7% conv. - **anua rice serum**23K/yr-15.5%9.1% conv. - **anua barrier serum**9K/yr+23.9%7.0% conv. - **im from rice**14K/yr-28.5%1.7% conv. - **anua 7**10K/yr+0.4%10.1% conv. - **anua 7 rice ceramide hydrating barrier serum**6K/yr+13.1%11.6% conv. - **anua hydrating serum**6K/yr+37.4%5.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/rice-serum/search-terms)
## **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.
0%20%$66K40%$132K60%$197K80%$263K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 7 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$16.53**4.6★2,975 rev](https://www.amazon.com/dp/B0D54G6811) [2**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**$18.97**4.6★6,155 rev](https://www.amazon.com/dp/B0D54F8XYK) [3**ANUA Rice Enzyme Brightening Cleansing Powder Exfoliating Powder-to-Foam Cleanser Smooth Texture & Clarity Hydrating & Gentle Formula Korean Skincare 1.41 fl.oz**ANUA**$15.05**4.6★3,062 rev](https://www.amazon.com/dp/B0D59WLP96) [4**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**$22.96**4.6★117 rev](https://www.amazon.com/dp/B0GL23FXCZ) [5**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**$17.60**4.6★2,573 rev](https://www.amazon.com/dp/B0D8HMWWRG)
**~~View all top sellers →~~**
### **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**$29.32**112 rev5mo ago](https://www.amazon.com/dp/B0GGL3M7GK) [**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**$22.96**117 rev5mo ago](https://www.amazon.com/dp/B0GL23FXCZ) [**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**$17.60**2,573 rev2y ago](https://www.amazon.com/dp/B0D8HMWWRG) [**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**$18.97**6,155 rev2y ago](https://www.amazon.com/dp/B0D54F8XYK) [**ANUA Rice Enzyme Brightening Cleansing Powder Exfoliating Powder-to-Foam Cleanser Smooth Texture & Clarity Hydrating & Gentle Formula Korean Skincare 1.41 fl.oz**ANUA**$15.05**3,062 rev2y ago](https://www.amazon.com/dp/B0D59WLP96)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$22.96**4.6★**▲ 204%**](https://www.amazon.com/dp/B0GL23FXCZ) [**Im From Mugwort Essence Deep Calming Essence for Sensitive Skin Hydrating & Skin Balancing Vegan Korean Skin Care 5.07fl.oz**I'm from**$29.32**4.6★**▲ 158%**](https://www.amazon.com/dp/B0GGL3M7GK) [**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**$15.53**4.5★**— 2%**](https://www.amazon.com/dp/B09DLFCB69) [**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**$18.97**4.6★**— 0%**](https://www.amazon.com/dp/B0D54F8XYK) [**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**$16.53**4.6★**— 5%**](https://www.amazon.com/dp/B0D54G6811)
**~~View all trending →~~**
## **What buyers say about rice serum**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**21%
*“Super hydrating”*
**Suitability Combination Skin**13%
*“Great for normal to combination skin”*
**Soft Feel**9%
*“Soft skin”*
**Quality-Overall**8%
*“Excellent product, just as described”*
**Brightness/Shine/Glow**7%
*“Glowing Skin”*
**Suitability Dry Skin**6%
*“Works great to remove dry skin”*
**Value For Money**4%
*“good value for the price”*
**Weight Light**4%
*“Nice and lightweight”*
**Cleansing**2%
*“I love this cleanser”*
**Absorbency**2%
*“absorbs nicely”*
### **What buyers complain about **
**Allergies**11%
*“Irritated my Skin”*
**Moist/Dry**7%
*“No hydration”*
**Functionality-Overall**5%
*“DIDN'T WORK”*
**Suitability Dry Skin**5%
*“not for dry skin”*
**Smell**4%
*“Unpleasant odor”*
**Sensitivity-Overall**4%
*“I have very sensitive skin”*
**Adhesion/Stickiness**4%
*“Very sticky and didnt absorb”*
**Value For Money**3%
*“Just a bit pricey”*
**Skin Health**3%
*“Broke me my skin out”*
**Texture/Consistency-Overall**2%
*“First thing I noticed was the texture”*
### **Top return reasons **
**Functionality-Overall**11%
**Moist/Dry**10%
**Advertised Vs Actual Product**10%
**Value For Money**7%
**Adhesion/Stickiness**5%
**Skin Health**5%
**Texture/Consistency-Overall**5%
**Suitability Combination Skin**4%
**Leak-Proof**4%
**Suitability Dry Skin**4%
## **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.
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