Is spatula brush makeup profitable to sell on Amazon United States?

The niche generates $194K/yr across 11 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -8.9%. Flapen's verdict: Skip it (46/100).

How competitive is the spatula brush makeup niche?

8 brands and 10 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in spatula brush makeup?

Top complaints mined from reviews: Thickness, Value For Money, Functionality-Overall. The return rate is 1.1%.

When does demand for spatula brush makeup peak?

Demand peaks in Jan–Feb–Nov–Dec; the busiest month runs 5.7× the quietest.

What does it cost to enter the spatula brush makeup niche?

Listings span $4.77–$26.46; the average listing price is $11.34 (sweet spot $15–$100). The average incumbent carries 615 reviews — the moat a new listing must climb.

spatula brush makeup

Skip it

A concentrated shelf (top 5 take 84% of clicks) — this niche doesn't clear our bar today.

Returns

Great1.1%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Great7.3%

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

Review moat

Good614.73

avg incumbent reviews — the moat a new listing must climb

Price range

Good$4.77–$26.46

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

Avg price

Okay$11.34

avg listing price — sweet spot $15–$100

Market size

Okay$194K

$194K/yr · 233K searches

Growth

Bad-8.9%

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

Brand share

Bad93%

top-5 brand share — brand-locked demand

Competition

Bad84%

top-5 click share — a locked-up shelf

According to Flapen's Amazon United States niche tracking, spatula brush makeup is a $194K/yr Amazon United States market (233K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Jan–Feb–Nov–Dec. Verdict: Skip it — 46/100.

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

spatula brush makeup market data

Units sold / yr: 10K–13K; avg 750–1,000/product
Revenue / yr: $113K–$142K; units × avg price
Conversion rate: 7.3%
Avg BSR: #137
Page quality: 0%
Prime: 91%
Sponsored: 82%
Out of stock: 0.0%
Avg brand age: 37 months
Avg seller age: 141 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

BEAUTYFACTOR52%
Oplviude25%
ACMEBEAUTY10%
KINGMAS4%
docolor3%
Piccasso2%
Open — no brand owns it (2 brands, 4%)

Demand & seasonality

Weekly Amazon search volume, last 63 weeks — -8.9% search growth over the last 90 days.

Peak months: Jan, Feb, Nov, Dec · busiest ÷ quietest = 5.7×

Open Trend

Top spatula brush makeup search terms

spatula brush makeup37K/yr -0.3%7.4% conv.
spatula foundation brush30K/yr -17.6%6.9% conv.
uodo foundation35K/yr +1.8%0.4% conv.
spatula makeup brush20K/yr -18.4%7.7% conv.
morphe spatula brush16K/yr -37.0%3.7% conv.
spatula brush16K/yr -5.0%6.7% conv.
uodo11K/yr +64.6%0.3% conv.
uodo foundation korean14K/yr -12.0%0.3% conv.
wakemake foundation brush12K/yr -0.3%1.6% conv.
foundation spatula brush7K/yr -11.1%7.9% conv.

All search terms

Top spatula brush makeup 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 11 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

BEAUTYFACTOR Flat Foundation Brush Korean Makeup Brush Spatula Facial Brush for Liquid Foundation Premium Face Makeup Brush for Blending Cream (Silver)

BEAUTYFACTOR$4.774.3★1,851 rev

UODO Liquid Foundation - UODO Moisturizing Light/Matte Long Lasting Foundation Invisible Foundation Makeup 1.05 Fl.oz (Matte W03 Natural)

Oplviude$22.773.7★145 rev

UODO Liquid Foundation - UODO Moisturizing Light/Matte Long Lasting Foundation Invisible Foundation Makeup 1.05 Fl.oz (Moisturizing W03 Natural)

Oplviude$22.823.7★145 rev

Flat Foundation Brush for Liquid Makeup - Korean Makeup Spatula Brush Ultra Thin Professional Face Brush for Blending Cream Concealer Primer Streak-Free Seamless Application Soft Synthetic (Beige)

ACMEBEAUTY$7.824.4★52 rev

BEAUTYFACTOR Flat Foundation Brush Korean Makeup Brush Spatula Facial Brush for Liquid Foundation Premium Face Makeup Brush for Blending Cream (Coffee)

BEAUTYFACTOR$5.154.3★1,851 rev

Newest

by launch date

Flat Foundation Brush for Liquid Makeup - Korean Makeup Spatula Brush Ultra Thin Professional Face Brush for Blending Cream Concealer Primer Streak-Free Seamless Application Soft Synthetic (Beige)

ACMEBEAUTY$7.8252 rev

5mo ago

Spatula Foundation Brush 422 | Korean Professional Makeup Tool | Flat Base Makeup Brush for Liquid & Cream Foundation

STUDIO17$9.8128 rev

5mo ago

Ultrathin Foundation Brush for Liquid Makeup Flat Spatula Liquid Foundation Brush Premium Face Makeup Brush for Blending Cream (Rose Gold)

BEAUTYFACTOR$5.191,851 rev

9mo ago

BEAUTYFACTOR Flat Foundation Brush Korean Makeup Brush Spatula Facial Brush for Liquid Foundation Premium Face Makeup Brush for Blending Cream (Coffee)

BEAUTYFACTOR$5.151,851 rev

11mo ago

KINGMAS 2Pcs Flat Foundation Brush Korean Spatula Facial Makeup Brush Ultra Thin Concealer Contour Brush for Liquid Cream Blending

KINGMAS$5.79471 rev

1y ago

What buyers say about spatula brush makeup

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

What buyers love

Brush Quality19%

“The brush itself is good quality”

Quality-Overall14%

“It's very good quality and compact”

Value For Money11%

“Worth the money”

Soft Feel11%

“The bristles are soft”

Ease Of Application9%

“Great application”

Ease Of Cleaning5%

“Cleaning is quick and simple, and the bristles hold their shape after washing”

Ease Of Use4%

“Use with great care”

Coverage4%

“covers well,”

Advertised Vs Actual Product3%

“Works like magic”

Suitability Combination Skin2%

“feels nice on the skin”

What buyers complain about

Thickness11%

“It has fairly dense”

Value For Money8%

“Cheap”

Functionality-Overall7%

“this brush did not work well for me”

Ease Of Use7%

“Hard to use”

Stiffness6%

“very stiff due to how short the bristles are”

Size-Overall5%

“For me, the bristles were too short”

Quality-Overall4%

“Cheap”

Advertised Vs Actual Product3%

“This does not work like advertised”

Brush Quality3%

“not useful longest soft rest are much better more like a sable brush”

Hard Feel3%

“very stiff very hard to apply foundation just using a soft longer i have used is much better”

Top return reasons

Size-Overall28%

Functionality-Overall16%

Advertised Vs Actual Product9%

Quality-Overall9%

Brush Quality5%

Value For Money4%

Stiffness4%

Thin4%

Product Condition3%