Makeup Palette Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Makeup Palette sales on Amazon US totaled 151,600 units in July 2026 (▼ 16.2% vs. the prior month), generating an estimated $2,414,278 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 50.1% of unit volume and 52.9% of revenue, while a typical listing is priced at $15.48. The keyword itself pulled 25,863 Amazon queries over the same period (▲ 6.4% MoM).
Zooming out to the 12-month window ending July 2026, the makeup palette Top 50 moved 2,047,300 units and $34,349,436 in cumulative sales — an average of 170,608 units and $2,862,453 per month. Monthly throughput topped out at 275,900 units in November 2025 and dipped to 80,600 in May 2026, leaving the latest reading 26.5% higher than August 2025.
Makeup Palette Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
151.6K
▼ 16.2% MoM
Monthly Revenue 2026/07
$2.4M
▼ 19.1% MoM
Top 10 Market Share 2026/07
50.1%
Makeup Palette Market Share & Sales Concentration on Amazon US — July 2026
The most-sold makeup palette listing on Amazon US in July 2026 is ASIN B07MH1KHJ2 (Brand: BS-MALL), which sold 20,000 units at $9.99 apiece — equal to 13.2% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 76,000 units and $1,276,930 in July 2026 — 50.1% of unit volume and 52.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Makeup Palette' on Amazon
July 2026
Is 50.1% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B07MH1KHJ2
BS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
20K
▲ 0.0%vs. prior month
$194.6K
latest month
12-month trend
B0DZMMBF3J
TIRTIR Waterproof Setting Spray – 24 Hour Long Lasting Fix, Sweatproof Water Resistant Makeup Finisher – Ethanol Free, Semi Matte Finish for Oily Skin – Korean Makeup Fixer
10K
▼ 50.0%vs. prior month
$138.1K
latest month
12-month trend
B0BBH8FRYL
LAURA GELLER Best of the Best Baked Palette – Full Face Palette
10K
▲ 0.0%vs. prior month
$428.7K
latest month
12-month trend
B0FBX3M65V
Champagne Shimmer Cream Eyeshadow, Light Gold Sheer Metallic Glow Glitter Eye Shadow for Mature Skin, Lightweight Blendable, Subtle Shimmer, Crease-Proof, Vegan & Cruelty-Free Sombras para Ojos
7K
▲ 0.0%vs. prior month
$48.9K
latest month
12-month trend
B00L5SMFJU
COVERGIRL Eye Enhancers Eye Shadow Palette, Natural Nudes, 0.19 Ounce
5K
▼ 28.6%vs. prior month
$27.4K
latest month
12-month trend
B07MQJRK7N
UCANBE Highly Pigmented Eye Makeup Palette, Matte Shimmer Metallic Eyeshadow Pallet Long Lasting Blendable Natural Colors Make Up Eye Shadows Cosmetics Gift Kit
5K
▲ 0.0%vs. prior month
$47.7K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Makeup Palette Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
BS-MALL is the best-performing makeup palette brand in July 2026, moving 20,000 units across 1 ASIN for 26.3% of Top 10 volume. LAURA GELLER NEW YORK follows with 15,000 units (19.7%), ahead of TIRTIR on 10,000 units (13.2%).
Volume is spread across 8 brands, with the top three holding 59.2% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $9.99 to $29.70, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
BS-MALL
1 ASIN in Top 10
26.3%
Units
20K
Revenue
$194.6K
Avg. price
$9.99
B07MH1KHJ2
$9.99·★4.6·60K revsBS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
Units sold20K
LAURA GELLER NEW YORK
2 ASINs in Top 10
19.7%
Units
15K
Revenue
$529.9K
Avg. price
$29.70
B0BBH8FRYL
$40.29·★4.5·10K revsLAURA GELLER Best of the Best Baked Palette – Full Face Palette
Units sold10KB0BGR4TG4R
$19.12·★4.0·5.4K revsLAURA GELLER The Delectables Earthy Essentials Eyeshadow Palette
Units sold5K
TIRTIR
1 ASIN in Top 10
13.2%
Units
10K
Revenue
$138.1K
Avg. price
$12.75
B0DZMMBF3J
$12.75·★4.3·1.5K revsTIRTIR Waterproof Setting Spray – 24 Hour Long Lasting Fix, Sweatproof Water Resistant Makeup Finisher – Ethanol Free, Semi Matte Finish for Oily Skin – Korean Makeup Fixer
Units sold10K
Trending Makeup Palette Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B0BGR4TG4R booked 5K units at $19.12, with ▲ 25.0% MoM change. On the growth side, B0852SZ4XN leads positive momentum with ▲ 125.0% MoM growth on 900 units, with B0GK1DR5KM close behind at ▲ 100.0% MoM on 2K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B0BGR4TG4R
LAURA GELLER The Delectables Earthy Essentials Eyeshadow Palette
Price
$19.12
Rating
4.0
Reviews
5.4K
Latest month sales
B0852SZ4XN
Too Faced Born This Way The Natural Nudes Eye Shadow Palette | High Pigment + Shimmer, 0.42 Ounce
Price
$48.45
Rating
4.6
Reviews
800
Latest month sales
B0GK1DR5KM
6 Matte Neutral Mini Eyeshadow Palette with Brush - Ultra Blendable Cool-Tone Nude Smokey Eye Shadow Palette, Long-lasting Wear Smooth Texture
Unlock to view ASIN details and product titles
Price
$9.99
Rating
4.4
Reviews
216
Latest month sales
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