---
title: "Highlighter — €58K/yr Amazon DE Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/de/kosmetik/highlighter"
last_updated: "2026-08-10T00:50:21.744Z"
locale: en
meta:
description: "Niche score 44/100 · €58K/yr market · 282K searches/yr · €6.58 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · €58K/yr market · 282K searches/yr · €6.58 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Highlighter — €58K/yr Amazon DE Niche (2026) - Flapen"
---
# **highlighter**
**Skip it**
Prices mostly outside the sweet spot ($2.28–$15.44) — this niche doesn't clear our bar today.
Market size 15Growth 13Conversion 39Competition 76Returns 99Price range 3Avg price 18Brand share 58Review moat 36Quality gap 63
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****70%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****3.1%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****2,916.54**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/de/kosmetik/highlighter/trend)
## **Top highlighter search terms**
- **highlighter**167K/yr-24.1%2.4% conv. - **highlighter stick**27K/yr-22.8%2.5% conv. - **nyx highlighter**20K/yr-16.6%4.1% conv. - **make-up highlighter**11K/yr+24.1%0.4% conv. - **liquid highlighter**7K/yr-11.8%1.5% conv. - **highlighter puder**6K/yr-6.3%2.1% conv. - **highlight**6K/yr-21.5%0.7% conv. - **nyx buttermelt highlighter**5K/yr-0.6%5.8% conv. - **highlighter make up**19K/yr-76.7%1.7% conv. - **highliter**4K/yr-12.4%2.0% conv. [**All search terms **](https://flapen.com/research/de/kosmetik/highlighter/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.
0%4%€2K8%€5K12%€7K16%€9K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**€8.38**4.5★703 rev](https://www.amazon.de/dp/B0DZ2M8BNF) [2**Revolution Highlight Reloaded Nur mein Typ 6.5g**Revolution Beauty London**€3.27**4.5★6,316 rev](https://www.amazon.de/dp/B07QPZH86C) [3**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**€7.26**4.3★687 rev](https://www.amazon.de/dp/B0FZC99K5B) [4**Catrice More Than Glow Highlighter Nr. 020 Pink intensiv schimmernd metallisch vegan ölfrei ohne Parfüm ohne Alkohol 1er Pack (5.9g)**Catrice Cosmetics**€3.35**4.4★1,765 rev](https://www.amazon.de/dp/B08HJN6TMS) [5**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**€7.98**4.1★885 rev](https://www.amazon.de/dp/B0DGQSCJ5D)
**~~View all top sellers →~~**
### **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.**€8.23**911 rev6mo ago](https://www.amazon.de/dp/B0G1H4VG3X) [**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**€2.67**155 rev10mo ago](https://www.amazon.de/dp/B0FKC2LD9Z) [**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**€8.38**703 rev1y ago](https://www.amazon.de/dp/B0DZ2M8BNF) [**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**€8.33**505 rev1y ago](https://www.amazon.de/dp/B0DZ2NPYV2) [**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**€9.24**218 rev1y ago](https://www.amazon.de/dp/B0DZ2NNY3B)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**€7.26**4.3★**▲ 203%**](https://www.amazon.de/dp/B0FZC99K5B) [**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.**€8.23**4.4★**▲ 140%**](https://www.amazon.de/dp/B0G1H4VG3X) [**essence BABY GOT DIAMOND highlighter stick Silber glänzend strahlend schimmernd glitzernd vegan ohne Parfüm ohne Konservierungsstoffe ohne Parabene 1er Pack (5.4g)**Essence Cosmetics**€2.28**4.0★**▲ 107%**](https://www.amazon.de/dp/B0DQDFLD4H) [**LOréal Paris Lumi Le Glow Highlighter Sticks Glowy Make up Teint für das Gesicht Contouring Für einen strahlenden Teint Leicht aufbaubar Ganztägiger Halt Farbe: 635 GOLDEN COUTURE 1 x 7 ml**L'Oreal Paris**€7.95**4.1★**▲ 101%**](https://www.amazon.de/dp/B0DGQSVNMV) [**KIKO Milano Perfect Eyes Duo Highlighter Pencil Highlightender Duo-Augenkonturenstift**Kiko Milano**€7.22**4.6★**▲ 74%**](https://www.amazon.de/dp/B0D6YYY1VL)
**~~View all trending →~~**
## **What buyers say about highlighter**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Qualität insgesamt**17%
*“Super Produkt”*
**Helligkeit/Glanz/Glühen**17%
*“Glow”*
**Farbe**16%
*“Stark pigmentiert”*
**Einfache Anwendung**8%
*“Lässt sich gut auftragen und verblenden, besonders im Augenwinkel”*
**beworben Vs Tatsächliches Produkt**7%
*“Alles so wie es soll”*
**Haltbarkeit**6%
*“Haltbarkeit ist auch gut”*
**Textur/Konsistenz – insgesamt**2%
*“Total schöne cremige Textur”*
**Preis-Leistungs-Verhältnis**2%
*“Preis Leistung stimmt”*
**Weiches Gefühl**2%
*“Sanfter Schimmer”*
**Wischfestigkeit**2%
*“Farbe: Die Leuchtkraft ist super, ohne das Papier komplett durchzuweichen oder die Schrift darunter zu verschmieren”*
### **What buyers complain about **
**Haltbarkeit**12%
*“hält aber nicht lange”*
**Gesamtgröße**10%
*“Ziemlich klein”*
**Farbe**9%
*“BLAUE Glitzerpartikel”*
**Qualität insgesamt**7%
*“Günstige Markenartikel”*
**Eignung für trockene Haut**5%
*“Aber leider trocknet es, trotz ausreichender Feuchtigkeitsbase, die Haut extrem stark aus”*
**Hautgesundheit**4%
*“Lässt sich leider schlecht verteilen auf der Haut”*
**Symptomreduktion**4%
*“Ich sehe keinen Riesen Unterschied wenn ich das nutze”*
**Helligkeit/Glanz/Glühen**4%
*“Mehr Glow geht nicht”*
**Wischfestigkeit**4%
*“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-Verhältnis**4%
*“Zu wenig für den Preis”*
### **Top return reasons **
**Farbe**36%
**Defekt Material/Teile**11%
**Gesamtgröße**10%
**Qualität insgesamt**10%
**Funktionalität insgesamt**7%
**beworben Vs Tatsächliches Produkt**5%
**Geruch**5%
**Feucht/Trocken**2%
**Zertifizierungen**2%
**Haltbarkeit**2%
## **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.
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