Is serum profitable to sell on Amazon United States?

The niche generates $3.2M/yr across 38 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.0%. Flapen's verdict: Worth a look (63/100).

How competitive is the serum niche?

21 brands and 88 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 60% of demand.

What do buyers complain about in serum?

Top complaints mined from reviews: Functionality-Overall, Allergies, Symptom Reduction. The return rate is 0.6%.

When does demand for serum peak?

Demand peaks in Nov; the busiest month runs 2.5× the quietest.

What does it cost to enter the serum niche?

Listings span $5.86–$36.41; the average listing price is $15.35 (sweet spot $15–$100). The average incumbent carries 19,316 reviews — the moat a new listing must climb.

serum

Worth a look

Shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Market size

Incredible$3.2M

$3.2M/yr · 5.0M searches

Avg price

Great$15.35

avg listing price — sweet spot $15–$100

Competition

Great40%

top-5 click share — an open shelf

Brand share

Great60%

top-5 brand share — no brand owns this niche

Price range

Good$5.86–$36.41

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

Conversion

Good4.2%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-4.0%

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

Review moat

Bad19,315.61

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, serum is a $3.2M/yr Amazon United States market (5.0M searches/yr). The top 5 brands hold 60% of demand. Demand peaks in Nov. Verdict: Worth a look — 63/100.

Data updated Jul 16, 2026 · scored weekly · How we score niches

serum market data

Units sold / yr: 200K–250K; avg 4,000–5,000/product
Revenue / yr: $3.1M–$3.8M; units × avg price
Conversion rate: 4.2%
Avg BSR: #53
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 51 months
Avg seller age: 113 days

Competition & brand share

Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.

Brands

21 falling

Sellers

Top-5 brand share

60%

Top 20: 99%

Top-5 click share

40%

Top 20: 80%

Open market

35%

The Ordinary23%
Good Molecules14%
ANUA8%
medicube7%
SKIN10047%
EQQUALBERRY6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.0% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 2.5×

Open Trend

Top serum search terms

serum1.0M/yr +4.7%2.8% conv.
face serum697K/yr -10.8%3.4% conv.
facial serums489K/yr +4.9%1.6% conv.
serum for face541K/yr -1.8%3.0% conv.
hydrating serum313K/yr -12.2%3.5% conv.
brightening serum273K/yr +9.4%2.3% conv.
face serum for women235K/yr -13.1%3.3% conv.
anti aging serum210K/yr -10.3%1.6% conv.
korean serum176K/yr -12.1%2.2% conv.
serum for face anti aging114K/yr +5.1%2.9% conv.

All search terms

Top 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.

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

The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 1 Fl Oz

The Ordinary$9.664.7★38,201 rev

The Ordinary Niacinamide 10% + Zinc 1% Smoothing Serum for Blemish-Prone Skin 1 Fl Oz

The Ordinary$5.864.7★60,215 rev

medicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum with Peptides & Niacinamide for Hydration & Firm-Looking Skin | Uneven Tone Care | Korean Skincare 1.01 fl. Oz

medicube$16.934.7★17,956 rev

Good Molecules Hyaluronic Acid Serum - 1% Hyaluronic Acid Ultra Hydrating Serum Facial Moisturizer for Plumper Skin Skin Care for Face

Good Molecules$5.934.7★17,112 rev

EQQUALBERRY Vitamin Illuminating Serum | Niacinamide 4% & TXA | Brightening Vitamin C Serum for Face Glow with Hyaluronic Acid | Dark Spot & Uneven Tone Care | Korean Skincare 1.01 fl oz

EQQUALBERRY$18.094.3★15,079 rev

Newest

by launch date

LOreal Paris Revitalift Triple Power Face Serum with Tri-Peptides Hyaluronic Acid and Vitamin C Anti Aging Anti Wrinkle Serum to Firm and Brighten 1 FL oz + Sample

L'Oreal Paris$18.891,644 rev

1y ago

LOreal Paris Collagen Moisture Filler Moisture Bounce Face Serum Glow Serum with Collagen Glycerin and Squalane for Bouncy Radiant Hydrated Skin Includes Sample

L'Oreal Paris$8.661,893 rev

1y ago

medicube PDRN Pink Peptide Serum with Salmon DNA | Pink Glow Serum with Peptides & Niacinamide for Hydration & Firm-Looking Skin | Uneven Tone Care | Korean Skincare 1.01 fl. Oz

medicube$16.9317,956 rev

1y ago

Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum Facial Serum for Blemish-Prone & Oily-Prone Skin Lightweight & Hydrating Blemish Care Hyaluronic Acid Korean Skincare 1.01 fl oz.

ANUA$19.555,161 rev

1y ago

medicube PDRN Pink Peptide Serum with Rose PDRN | Vegan Pink Glow Serum with Peptides & Niacinamide for Hydration & Firm-Looking Skin | Uneven Tone Care | Korean Skincare 1.01 fl. Oz

medicube$16.963,839 rev

1y ago

What buyers say about serum

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

What buyers love

Suitability Combination Skin15%

“Good for sensitive skin”

Quality-Overall13%

“they are very affordable for the quality”

Moist/Dry12%

“Dries fast”

Soft Feel9%

“Gentle on the skin”

Value For Money7%

“they are affordable”

Brightness/Shine/Glow6%

“Gives a glow”

Suitability Dry Skin5%

“helps my dry skin”

Absorbency3%

“Absorbed well”

Symptom Reduction3%

“Reduces fine lines”

Smell2%

“fragrance free”

What buyers complain about

Functionality-Overall14%

“No effective”

Allergies10%

“Allergic Reaction”

Symptom Reduction6%

“did not see improvement”

Skin Health6%

“burned my face”

Moist/Dry5%

“Not moisturizing”

Value For Money4%

“Expensive”

Smell4%

“Weird smell”

Adhesion/Stickiness4%

“Why so sticky”

Suitability Dry Skin3%

“Not suitable for dry skin”

Advertised Vs Actual Product3%

“FALSE ADVERTISING”

Top return reasons

Functionality-Overall16%

Advertised Vs Actual Product11%

Value For Money10%

Moist/Dry6%

Smell5%

Adhesion/Stickiness5%

Skin Health5%

Leak-Proof4%

Product Condition4%

Texture/Consistency-Overall4%

Common questions

Is serum profitable to sell on Amazon United States?: The niche generates $3.2M/yr across 38 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.0%. Flapen's verdict: Worth a look (63/100).
How competitive is the serum niche?: 21 brands and 88 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 60% of demand.
What do buyers complain about in serum?: Top complaints mined from reviews: Functionality-Overall, Allergies, Symptom Reduction. The return rate is 0.6%.
When does demand for serum peak?: Demand peaks in Nov; the busiest month runs 2.5× the quietest.
What does it cost to enter the serum niche?: Listings span $5.86–$36.41; the average listing price is $15.35 (sweet spot $15–$100). The average incumbent carries 19,316 reviews — the moat a new listing must climb.

serum

serum market data

Competition & brand share

Demand & seasonality

Top serum search terms

Top serum products on Amazon

Top sellers

Newest

Trending

What buyers say about serum

What buyers love

What buyers complain about

Top return reasons

Common questions

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