Is highlighter profitable to sell on Amazon Germany?

The niche generates €58K/yr across 39 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -24.3%. Flapen's verdict: Skip it (44/100).

How competitive is the highlighter niche?

18 brands and 132 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 70% of demand.

What do buyers complain about in highlighter?

Top complaints mined from reviews: Haltbarkeit, Gesamtgröße, Farbe. The return rate is 0.3%.

When does demand for highlighter peak?

Demand is steady year-round — the busiest month runs 1.6× the quietest.

What does it cost to enter the highlighter niche?

Listings span €2.28–€15.44; the average listing price is €6.58 (sweet spot $15–$100). The average incumbent carries 2,917 reviews — the moat a new listing must climb.

highlighter

Skip it

Prices mostly outside the sweet spot ($2.28–$15.44) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Competition

Great39%

top-5 click share — an open shelf

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Good70%

top-5 brand share — brands hold most of the demand

Conversion

Okay3.1%

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

Review moat

Okay2,916.54

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad€6.58

avg listing price — sweet spot $15–$100

Market size

Bad€58K

€58K/yr · 282K searches

Growth

Bad-24.3%

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

Price range

Bad€2.28–€15.44

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

According to Flapen's Amazon Germany niche tracking, highlighter is a €58K/yr Amazon Germany market (282K searches/yr). The top 5 brands hold 70% of demand. Verdict: Skip it — 44/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

highlighter market data

Units sold / yr: 8K–10K; avg 100–250/product
Revenue / yr: €53K–€66K; units × avg price
Conversion rate: 3.1%
Avg BSR: #76
Page quality: 0%
Prime: 97%
Sponsored: 74%
Out of stock: 1.1%
Avg brand age: 44 months
Avg seller age: 171 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

18 falling

Sellers

132

Top-5 brand share

70%

Top 20: 100%

Top-5 click share

39%

Top 20: 79%

Open market

24%

NYX PROFESSIONAL MAKEUP30%
Revolution Beauty London17%
L'Oreal Paris10%
e.l.f.7%
Kiko Milano6%
Catrice Cosmetics6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -24.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.6×

Open Trend

Top highlighter search terms

highlighter167K/yr -24.1%2.4% conv.
highlighter stick27K/yr -22.8%2.5% conv.
nyx highlighter20K/yr -16.6%4.1% conv.
make-up highlighter11K/yr +24.1%0.4% conv.
liquid highlighter7K/yr -11.8%1.5% conv.
highlighter puder6K/yr -6.3%2.1% conv.
highlight6K/yr -21.5%0.7% conv.
nyx buttermelt highlighter5K/yr -0.6%5.8% conv.
highlighter make up19K/yr -76.7%1.7% conv.
highliter4K/yr -12.4%2.0% conv.

All search terms

Top highlighter 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

NYX Professional Makeup Highlighter für das Gesicht Butterweiche Textur Mit pflegender Sheabutter Mangobutter und Mandelbutter Vegan Buttermelt Highlighter Farbe: Bright And Butta

NYX PROFESSIONAL MAKEUP€8.384.5★703 rev

Revolution Highlight Reloaded Nur mein Typ 6.5g

Revolution Beauty London€3.274.5★6,316 rev

NYX Professional Makeup Buttermelt Stix Glow Boosting Highlighter Stick mit Sheabutter & butterweicher Textur für natürlichen Glazed-Glow wischfest & bis 8h Halt Farbe: My Melt Era

NYX PROFESSIONAL MAKEUP€7.264.3★687 rev

Catrice More Than Glow Highlighter Nr. 020 Pink intensiv schimmernd metallisch vegan ölfrei ohne Parfüm ohne Alkohol 1er Pack (5.9g)

Catrice Cosmetics€3.354.4★1,765 rev

LOréal Paris Lumi Le Glass Highlighter Sticks Make up Teint für das Gesicht Contouring Für einen strahlenden Teint Leicht aufbaubar Ganztägiger Halt Glass Skin Farbe: 610 PEARL ECLAT 1 x 7 ml

L'Oreal Paris€7.984.1★885 rev

Newest

by launch date

e.l.f. Halo Glow Silky Powder Highlighter langanhaltendes strahlendes Finish mit Mikro-Schimmer bröckelt nicht vegan und tierversuchsfrei Soft Pearl Era

e.l.f.€8.23911 rev

6mo ago

essence BABY GOT GLOW highlighter stick Nr. 20 Pink sofortiges Ergebnis glänzend strahlend schimmernd vegan ölfrei ohne Parabene ohne Mikroplastikpartikel 1er Pack (5.5g)

Essence Cosmetics€2.67155 rev

10mo ago

NYX Professional Makeup Highlighter für das Gesicht Butterweiche Textur Mit pflegender Sheabutter Mangobutter und Mandelbutter Vegan Buttermelt Highlighter Farbe: Bright And Butta

NYX PROFESSIONAL MAKEUP€8.38703 rev

1y ago

NYX Professional Makeup Highlighter für das Gesicht Butterweiche Textur Mit pflegender Sheabutter Mangobutter und Mandelbutter Vegan Buttermelt Highlighter Farbe: U Butta Werk

NYX PROFESSIONAL MAKEUP€8.33505 rev

1y ago

NYX Professional Makeup Highlighter für das Gesicht Butterweiche Textur Mit pflegender Sheabutter Mangobutter und Mandelbutter Vegan Buttermelt Highlighter Farbe: Glaze It Butta

NYX PROFESSIONAL MAKEUP€9.24218 rev

1y ago

What buyers say about highlighter

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

What buyers love

Qualität insgesamt17%

“Super Produkt”

Helligkeit/Glanz/Glühen17%

“Glow”

Farbe16%

“Stark pigmentiert”

Einfache Anwendung8%

“Lässt sich gut auftragen und verblenden, besonders im Augenwinkel”

beworben Vs Tatsächliches Produkt7%

“Alles so wie es soll”

Haltbarkeit6%

“Haltbarkeit ist auch gut”

Textur/Konsistenz – insgesamt2%

“Total schöne cremige Textur”

Preis-Leistungs-Verhältnis2%

“Preis Leistung stimmt”

Weiches Gefühl2%

“Sanfter Schimmer”

Wischfestigkeit2%

“Farbe: Die Leuchtkraft ist super, ohne das Papier komplett durchzuweichen oder die Schrift darunter zu verschmieren”

What buyers complain about

Haltbarkeit12%

“hält aber nicht lange”

Gesamtgröße10%

“Ziemlich klein”

Farbe9%

“BLAUE Glitzerpartikel”

Qualität insgesamt7%

“Günstige Markenartikel”

Eignung für trockene Haut5%

“Aber leider trocknet es, trotz ausreichender Feuchtigkeitsbase, die Haut extrem stark aus”

Hautgesundheit4%

“Lässt sich leider schlecht verteilen auf der Haut”

Symptomreduktion4%

“Ich sehe keinen Riesen Unterschied wenn ich das nutze”

Helligkeit/Glanz/Glühen4%

“Mehr Glow geht nicht”

Wischfestigkeit4%

“Sehr praktischer stick für präzise auftragung nur leider etwas pudig es verschmiert schnell das komplette gesicht wenn nan sich mal dur Augen reibt,aber wer glitzer mag,😅 super”

Preis-Leistungs-Verhältnis4%

“Zu wenig für den Preis”

Top return reasons

Farbe36%

Defekt Material/Teile11%

Gesamtgröße10%

Qualität insgesamt10%

Funktionalität insgesamt7%

beworben Vs Tatsächliches Produkt5%

Geruch5%

Feucht/Trocken2%

Zertifizierungen2%

Haltbarkeit2%

Common questions

Is highlighter profitable to sell on Amazon Germany?: The niche generates €58K/yr across 39 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -24.3%. Flapen's verdict: Skip it (44/100).
How competitive is the highlighter niche?: 18 brands and 132 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 70% of demand.
What do buyers complain about in highlighter?: Top complaints mined from reviews: Haltbarkeit, Gesamtgröße, Farbe. The return rate is 0.3%.
When does demand for highlighter peak?: Demand is steady year-round — the busiest month runs 1.6× the quietest.
What does it cost to enter the highlighter niche?: Listings span €2.28–€15.44; the average listing price is €6.58 (sweet spot $15–$100). The average incumbent carries 2,917 reviews — the moat a new listing must climb.

highlighter

highlighter market data

Competition & brand share

Demand & seasonality

Top highlighter search terms

Top highlighter products on Amazon

Top sellers

Newest

Trending

What buyers say about highlighter

What buyers love

What buyers complain about

Top return reasons

Common questions

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