---
title: "Ulta Beauty — $78K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/ulta-beauty"
last_updated: "2026-08-09T16:45:02.949Z"
locale: en
meta:
description: "Niche score 38/100 · $78K/yr market · 252K searches/yr · $27.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · $78K/yr market · 252K searches/yr · $27.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ulta Beauty — $78K/yr Amazon US Niche (2026) - Flapen"
---
# **ulta beauty**
**Skip it**
A deep review moat (38,987 avg reviews) — this niche doesn't clear our bar today.
Market size 20Growth 15Conversion 14Competition 37Returns 99Price range 83Avg price 95Brand share 26Review moat 6Quality gap 47
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$27.67**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$4.67–$73.73**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****63%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****89%**
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**
**Bad****1.1%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****38,987.2**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KSpike '26Dec '25Jan '26Feb '26Mar '26Apr '26May '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/ulta-beauty/trend)
## **Top ulta beauty search terms**
- **ulta beauty**184K/yr-23.9%0.2% conv. - **ulta beauty store**15K/yr+56.2%0.0% conv. - **sol de janeiro 62 set**19K/yr-15.0%2.5% conv. - **ulta products**8K/yr-22.0%0.0% conv. - **real perfection makeup brush set**6K/yr-9.8%19.7% conv. - **ulta beauty makeup**5K/yr-44.2%0.2% conv. - **sol de janeiro 62 gift set**6K/yr-1.4%3.6% conv. - **ulta beauty sale**5K/yr+5.2%0.0% conv. - **sol de janeiro set 62**3K/yr+12.8%2.1% conv. - **real perfection makeup brush set 16 pcs**2K/yr-33.7%34.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/ulta-beauty/search-terms)
## **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.
0%10%$8K20%$16K30%$23K40%$31K101001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 20 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$7.85**4.6★15,487 rev](https://www.amazon.com/dp/B09BZ4NV2R) [2**Sol de Janeiro Bum Bum Jet Set**Sol de Janeiro**$30.12**4.7★19,389 rev](https://www.amazon.com/dp/B0B4HKNDLQ) [3**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**$60.56**4.5★50 rev](https://www.amazon.com/dp/B0FHP93674) [4**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.**$20.50**4.7★12,187 rev](https://www.amazon.com/dp/B08T7DSZYD) [5**Ulta Beauty JoyBright Beauty Box: Disco Dreams**Ulta Beauty**$34.92**4.3★15 rev](https://www.amazon.com/dp/B0DL4R575K)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Sol de Janeiro Vanilla Lotion & Body Mist Bundle - Body Badalada Lotion & Cheirosa 62 Perfume Mist**Sol de Janeiro**$57.84**40 rev4mo ago](https://www.amazon.com/dp/B0GPCGVJMT) [**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**$73.73**34 rev5mo ago](https://www.amazon.com/dp/B0GKCHPFM9) [**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**$60.56**50 rev6mo ago](https://www.amazon.com/dp/B0FHP93674) [**2025 Ulta Beauty x Mini Brands Advent Calendar**Ulta Beauty**$43.36**222 rev8mo ago](https://www.amazon.com/dp/B0FX5NR8M9) [**Ulta Beauty JoyBright Beauty Box: Disco Dreams**Ulta Beauty**$34.92**15 rev1y ago](https://www.amazon.com/dp/B0DL4R575K)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Sol de Janeiro Vanilla Lotion & Body Mist Bundle - Body Badalada Lotion & Cheirosa 62 Perfume Mist**Sol de Janeiro**$57.84**4.5★**▲ 709%**](https://www.amazon.com/dp/B0GPCGVJMT) [**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**$73.73**4.7★**▲ 675%**](https://www.amazon.com/dp/B0GKCHPFM9) [**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**$60.56**4.5★**▲ 435%**](https://www.amazon.com/dp/B0FHP93674) [**Ulta Beauty Poreless Face Primer 1 Oz**Ulta Beauty**$30.16**4.7★**▲ 196%**](https://www.amazon.com/dp/B079VMPF1B) [**Ulta Beauty Moisturizing Foundation Stick - Medium Warm**Ulta Beauty**$25.06**4.2★**▲ 47%**](https://www.amazon.com/dp/B07G5BVJ7B)
**~~View all trending →~~**
## **What buyers say about ulta beauty**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**19%
*“Intoxicating fragrance”*
**Eyelash Quality**19%
*“I got the mascara and the primer and absolutely love it”*
**Value For Money**11%
*“Best Deal”*
**Quality-Overall**10%
*“the bottle is also quality and really pretty”*
**Soft Feel**4%
*“Soft and cute”*
**Advertised Vs Actual Product**3%
*“Exactly what I ordered”*
**Color**2%
*“Nice assortment of colors”*
**Ease Of Use**2%
*“EASY TO PUT ON”*
**Brush Quality**2%
*“The brushes are beautiful”*
**Cleansing**2%
*“Great product for cleaning”*
### **What buyers complain about **
**Smell**11%
*“weird chemical smell”*
**Eyelash Quality**10%
*“It does make eyelashes look false”*
**Smudge Resistance**7%
*“It smudges”*
**Quality-Overall**5%
*“Buy cheap things get cheap quality”*
**Durability**5%
*“Broke”*
**Value For Money**5%
*“Not worth the price”*
**Moist/Dry**4%
*“Kind of dry”*
**Size-Overall**4%
*“Really big”*
**Color**4%
*“Color is not accurate”*
**Allergies**3%
*“My skin turned red”*
### **Top return reasons **
**Size-Overall**15%
**Color**15%
**Advertised Vs Actual Product**12%
**Quality-Overall**9%
**Smell**8%
**Moist/Dry**7%
**Value For Money**6%
**Functionality-Overall**3%
**Defective Material/Parts**2%
**Leak-Proof**2%
## **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.
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