Is ulta makeup profitable to sell on Amazon United States?

The niche generates $29K/yr across 42 tracked products. 3 of 7 products launched in the last 360 days are still selling. 90-day search growth is -31.6%. Flapen's verdict: Skip it (47/100).

How competitive is the ulta makeup niche?

26 brands and 151 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 59% of demand.

What do buyers complain about in ulta makeup?

Top complaints mined from reviews: Eyelash Quality, Quality-Overall, Size-Overall. The return rate is 0.8%.

When does demand for ulta makeup peak?

Demand peaks in Nov–Dec; the busiest month runs 8.8× the quietest.

What does it cost to enter the ulta makeup niche?

Listings span $3.39–$53.46; the average listing price is $21.94 (sweet spot $15–$100). The average incumbent carries 21,684 reviews — the moat a new listing must climb.

ulta makeup

Skip it

A small market ($29K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great$21.94

avg listing price — sweet spot $15–$100

Competition

Great34%

top-5 click share — an open shelf

Brand share

Great59%

top-5 brand share — no brand owns this niche

Price range

Great$3.39–$53.46

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Bad1.3%

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

Review moat

Bad21,683.79

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-31.6%

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

Market size

Bad$29K

$29K/yr · 102K searches

Signals Low Review Barrier

According to Flapen's Amazon United States niche tracking, ulta makeup is a $29K/yr Amazon United States market (102K searches/yr). The top 5 brands hold 59% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 47/100.

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

ulta makeup market data

Units sold / yr: 2K–2K; avg 0–100/product
Revenue / yr: $33K–$44K; units × avg price
Conversion rate: 1.3%
Avg BSR: #290
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 3.7%
Avg brand age: 52 months
Avg seller age: 129 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Brands

26 falling

Sellers

151

Top-5 brand share

59%

Top 20: 95%

Top-5 click share

34%

Top 20: 72%

Open market

38%

Ulta Beauty34%
e.l.f.9%
Geyomi6%
RevoNext6%
Summer Fridays4%
Essence Cosmetics3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -31.6% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 8.8×

Open Trend

Top ulta makeup search terms

ulta makeup25K/yr -32.7%0.5% conv.
ulta beauty products26K/yr -31.1%0.2% conv.
ulta gift set24K/yr -37.5%0.6% conv.
ulta makeup kit14K/yr -22.9%1.2% conv.
ulta beauty makeup5K/yr -44.2%0.3% conv.
ulta makeup set5K/yr +0.5%0.5% conv.
ulta beauty box2K/yr +11.6%0.0% conv.

All search terms

Top ulta 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Ulta Beauty JoyBright Beauty Box: Disco Dreams

Ulta Beauty$34.924.3★15 rev

All in One Makeup Kit for Women Full Kit Makeup Set 12 Colors Eyeshadow Foundation & Primer Lipsticks Eyeliner Mascara Contour Stick Brow Soap Brush & Sponge Make Up Gift Set for Women Teens

Geyomi$21.104.3★1,275 rev

All in One Full Makeup Kit for Women Makeup Set for Women&Beginner Eyeshadow Foundation Lipsticks Eyeliner Mascara Brow Soap Make Up Gift Set for Women Teen Makeup Kit For Girl (A2-02N)

RevoNext$25.444.6★73 rev

JoyBright by Ulta Beauty Y2Cutie Beauty Box Makeup Collection Set with Eyeshadow Palettes Lipstick Blush

Ulta Beauty$53.465.0★1 rev

JoyBright by Ulta Beauty Box: Happy Hues

Ulta Beauty$38.104.7★19 rev

Newest

by launch date

JoyBright by Ulta Beauty Y2Cutie Beauty Box Makeup Collection Set with Eyeshadow Palettes Lipstick Blush

Ulta Beauty$53.461 rev

7mo ago

2025 Ulta Beauty x Mini Brands Advent Calendar

Ulta Beauty$43.36222 rev

8mo ago

Ulta JoyBright 12 Days of Beauty Holiday Collection Makeup and Skincare Gift Set Pink and Blue Ferris Wheel Design Western Theme

ULTA$22.9112 rev

9mo ago

All in One Full Makeup Kit for Women Makeup Set for Women&Beginner Eyeshadow Foundation Lipsticks Eyeliner Mascara Brow Soap Make Up Gift Set for Women Teen Makeup Kit For Girl (A2-02N)

RevoNext$25.4473 rev

1y ago

Summer Fridays Jet Lag Essentials - Mini Hydrating Skin Care Set With Jet Lag Mask Eye Patches Deep Hydration Face Serum & Hydration Mist - Travel Size Skincare Kit & Gift Set (4 Count)

Summer Fridays$34.01253 rev

1y ago

What buyers say about ulta makeup

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

What buyers love

Eyelash Quality17%

“I got the mascara and the primer and absolutely love it”

Value For Money14%

“Amazing Value”

Quality-Overall13%

“Great quality set”

Color6%

“Bright colors”

Soft Feel5%

“Nice and creamy”

Smell4%

“Great fragrance”

Brush Quality4%

“The brushes are beautiful”

Ease Of Use3%

“Goes on easy”

Gifting Purpose3%

“Great gift”

Moist/Dry3%

“It is moisturizing”

What buyers complain about

Eyelash Quality7%

“It does make eyelashes look false”

Quality-Overall6%

“Bad Quality”

Size-Overall6%

“Too short”

Smudge Resistance5%

“It smudges”

Color5%

“Didn't like the color”

Smell4%

“Chemical smell”

Moist/Dry4%

“A little dry”

Durability4%

“Falls completely apart”

Adhesion/Stickiness3%

“didnt like it too sticky”

Allergies3%

“Itch”

Top return reasons

Color19%

Size-Overall16%

Advertised Vs Actual Product8%

Quality-Overall7%

Brightness/Shine/Glow5%

Functionality-Overall4%

Smell3%