Is stick concealer profitable to sell on Amazon United States?

The niche generates $197K/yr across 35 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -5.4%. Flapen's verdict: Skip it (44/100).

How competitive is the stick concealer niche?

4 brands and 131 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in stick concealer?

Top complaints mined from reviews: Moist/Dry, Color, Functionality-Overall. The return rate is 0.7%.

When does demand for stick concealer peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the stick concealer niche?

Listings span $4.07–$12.01; the average listing price is $7.09 (sweet spot $15–$100). The average incumbent carries 10,109 reviews — the moat a new listing must climb.

stick concealer

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Conversion

Great7.5%

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

Competition

Good45%

top-5 click share — leaders hold, buyers still browse

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Okay$197K

$197K/yr · 372K searches

Growth

Bad-5.4%

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

Review moat

Bad10,109.14

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad$7.09

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad$4.07–$12.01

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

According to Flapen's Amazon United States niche tracking, stick concealer is a $197K/yr Amazon United States market (372K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 44/100.

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

stick concealer market data

Units sold / yr: 30K–40K; avg 500–750/product
Revenue / yr: $213K–$284K; units × avg price
Conversion rate: 7.5%
Avg BSR: #63
Page quality: 0%
Prime: 100%
Sponsored: 66%
Out of stock: 0.0%
Avg brand age: 63 months
Avg seller age: 134 days

Competition & brand share

The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 flat

Sellers

131

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

45%

Top 20: 86%

Open market

COVERGIRL61%
wet n wild22%
MAYBELLINE16%
REVLON1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top stick concealer search terms

covergirl concealer131K/yr -6.5%5.2% conv.
wet n wild concealer44K/yr -3.9%4.1% conv.
cover girl concealer39K/yr +3.1%5.7% conv.
wet and wild concealer23K/yr -7.3%4.6% conv.
covergirl concealer stick17K/yr -6.1%10.8% conv.
maybelline cover stick12K/yr +6.6%10.3% conv.
maybelline concealer stick14K/yr -1.0%4.9% conv.
cover stick concealer13K/yr +11.7%5.5% conv.
cover stick10K/yr +6.1%5.9% conv.
concealer covergirl9K/yr -4.7%3.2% conv.

All search terms

Top stick concealer 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

Covergirl Smoothers Moisturizing Concealer Stick Light 0.14 Ounce

COVERGIRL$7.194.6★5,057 rev

COVERGIRL TruBlend Undercover Concealer Buildable Full Coverage 24-Hour Wear Matte Finish - M400 Warm Nude (Packaging May Vary)

COVERGIRL$8.654.4★9,382 rev

wet n wild Mega Last Incognito All-Day Full Coverage Liquid Matte Concealer Light Beige 0.18 Ounce

wet n wild$4.454.5★5,774 rev

COVERGIRL Smoothers Concealer Medium 715 0.14 ounce (packaging may vary)

COVERGIRL$7.174.7★1,769 rev

COVERGIRL TruBlend Undercover Concealer Buildable Full Coverage 24-Hour Wear Matte Finish - L400 Classic Ivory (Packaging May Vary)

COVERGIRL$8.284.4★9,382 rev

Newest

by launch date

Covergirl Clean Invisible Concealer Lightweight Hydrating Vegan Formula Light Beige 107 0.23oz

COVERGIRL$6.61684 rev

3y ago

Covergirl Clean Invisible Concealer Lightweight Hydrating Vegan Formula Classic Ivory 110 0.23oz

COVERGIRL$6.36674 rev

3y ago

COVERGIRL Simply Ageless Triple Action Concealer Classic Ivory Pack of 1

COVERGIRL$12.012,269 rev

4y ago

wet n wild Mega Last Incognito All-Day Full Coverage Liquid Matte Concealer Light Beige 0.18 Ounce

wet n wild$4.455,774 rev

5y ago

wet n wild Mega Last Incognito AllDay Full Coverage Concealer Fair 0.18 Ounce

wet n wild$4.475,774 rev

5y ago

What buyers say about stick concealer

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

What buyers love

Coverage24%

“Best coverage”

Quality-Overall13%

“Excellent product”

Value For Money9%

“Good for price”

Color8%

“Good color”

Ease Of Use6%

“-Blends easily”

Suitability Combination Skin5%

“It matches my skin perfectly”

Ease Of Application5%

“Easy to apply”

Soft Feel4%

“Smooth”

Weight Light3%

“- Lightweight feel”

Moist/Dry3%

“It is moisturizing”

What buyers complain about

Moist/Dry9%

“it was completely dry”

Color8%

“Color is way off”

Functionality-Overall8%

“not effective for everybody”

Ease Of Use8%

“It was very difficult to apply”

Coverage7%

“No coverage”

Ease Of Application5%

“was very disappointed with the application”

Value For Money4%

“high priced”

Thickness4%

“A little sheer”

Wrinkles3%

“Every other brand Ive tried either leaves my wrinkles much more noticeable by settling inside them over the day or it will crack and separate”

Product Condition3%

“Arrived used”

Top return reasons

Color46%

Functionality-Overall9%

Advertised Vs Actual Product6%

Dispensing Mechanism5%

Coverage5%

Defective Material/Parts4%