ulta beauty
Skip itA deep review moat (38,987 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Avg price
Incredible$27.67avg listing price — sweet spot $15–$100
Price range
Great$4.67–$73.73cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Market size
Bad$78K$78K/yr · 252K searches
Growth
Bad-20.0%90-day search growth — must beat 0% to launch
Conversion
Bad1.1%search→purchase rate — share of searches ending in a sale
Review moat
Bad38,987.2avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, ulta beauty is a $78K/yr Amazon United States market (252K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 38/100.
Data updated Jul 17, 2026 · scored weekly · How we score niches
ulta beauty market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- $138K–$166K
- units × avg price
- Conversion rate
- 1.1%
- Avg BSR
- #342
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 8.1%
- Avg brand age
- 57 months
- Avg seller age
- 123 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
92
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
8%
- Sol de Janeiro31%
- Real Perfection30%
- Ulta Beauty14%
- e.l.f.9%
- Geyomi5%
- BOLOPER3%
- Open — no brand owns it (4 brands, 8%)
Demand
Weekly Amazon search volume, last 32 weeks — -20.0% search growth over the last 90 days.Top ulta beauty search terms
- ulta beauty184K/yr
- ulta beauty store15K/yr
- sol de janeiro 62 set19K/yr
- ulta products8K/yr
- real perfection makeup brush set6K/yr
- ulta beauty makeup5K/yr
- sol de janeiro 62 gift set6K/yr
- ulta beauty sale5K/yr
- sol de janeiro set 623K/yr
- real perfection makeup brush set 16 pcs2K/yr
Top ulta beauty 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Real Perfection Makeup Brush Set 16 Pcs with 1 Eyebrow Razor Premium Synthetic Foundation Powder Concealers Eyeshadow Blush Makeup Brushes Make up Brushes Kit (Pink)
Real Perfection$7.854.6★15,487 rev
Sol de Janeiro Bum Bum Jet Set
Sol de Janeiro$30.124.7★19,389 rev
Sol de Janeiro Gift Set - Rio Body Retreat | Brazilian Bum Bum Cream 5 fl oz. Brazilian Play Body Wash 3 fl oz. Cheirosa 62 Perfume Mist 3 fl oz.
Sol de Janeiro$60.564.5★50 rev
e.l.f. SKIN Holy Hydration! Hydrated Ever After Skincare Mini Kit Cleanser Makeup Remover Moisturizer & Eye Cream For Hydrating Skin Airplane-Friendly Sizes
e.l.f.$20.504.7★12,187 rev
Ulta Beauty JoyBright Beauty Box: Disco Dreams
Ulta Beauty$34.924.3★15 rev
Newest
by launch date
Sol de Janeiro Vanilla Lotion & Body Mist Bundle - Body Badalada Lotion & Cheirosa 62 Perfume Mist
Sol de Janeiro$57.8440 rev
Sol de Janeiro Travel Essentials Bundle | Cheirosa 62 Perfume Mist Rio Deo Brazilian Bum Bum Cream and Brazilian Play Body Wash | TSA Friendly Sizes | Amazon Excusive
Sol de Janeiro$73.7334 rev
Sol de Janeiro Gift Set - Rio Body Retreat | Brazilian Bum Bum Cream 5 fl oz. Brazilian Play Body Wash 3 fl oz. Cheirosa 62 Perfume Mist 3 fl oz.
Sol de Janeiro$60.5650 rev
2025 Ulta Beauty x Mini Brands Advent Calendar
Ulta Beauty$43.36222 rev
Ulta Beauty JoyBright Beauty Box: Disco Dreams
Ulta Beauty$34.9215 rev
Trending
90-day click momentumSol de Janeiro Vanilla Lotion & Body Mist Bundle - Body Badalada Lotion & Cheirosa 62 Perfume Mist
Sol de Janeiro$57.844.5★
Sol de Janeiro Travel Essentials Bundle | Cheirosa 62 Perfume Mist Rio Deo Brazilian Bum Bum Cream and Brazilian Play Body Wash | TSA Friendly Sizes | Amazon Excusive
Sol de Janeiro$73.734.7★
Sol de Janeiro Gift Set - Rio Body Retreat | Brazilian Bum Bum Cream 5 fl oz. Brazilian Play Body Wash 3 fl oz. Cheirosa 62 Perfume Mist 3 fl oz.
Sol de Janeiro$60.564.5★
Ulta Beauty Poreless Face Primer 1 Oz
Ulta Beauty$30.164.7★
Ulta Beauty Moisturizing Foundation Stick - Medium Warm
Ulta Beauty$25.064.2★
What buyers say about ulta beauty
What buyers praise and complain about, mined from review topics.What buyers love
“Intoxicating fragrance”
“I got the mascara and the primer and absolutely love it”
“Best Deal”
“the bottle is also quality and really pretty”
“Soft and cute”
“Exactly what I ordered”
“Nice assortment of colors”
“EASY TO PUT ON”
“The brushes are beautiful”
“Great product for cleaning”
What buyers complain about
“weird chemical smell”
“It does make eyelashes look false”
“It smudges”
“Buy cheap things get cheap quality”
“Broke”
“Not worth the price”
“Kind of dry”
“Really big”
“Color is not accurate”
“My skin turned red”
Top return reasons
Common questions
- Is ulta beauty profitable to sell on Amazon United States?
- The niche generates $78K/yr across 20 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -20.0%. Flapen's verdict: Skip it (38/100).
- How competitive is the ulta beauty niche?
- 10 brands and 92 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in ulta beauty?
- Top complaints mined from reviews: Smell, Eyelash Quality, Smudge Resistance. The return rate is 0.3%.
- What does it cost to enter the ulta beauty niche?
- Listings span $4.67–$73.73; the average listing price is $27.67 (sweet spot $15–$100). The average incumbent carries 38,987 reviews — the moat a new listing must climb.