contour stick
Worth a lookShows low returns (0.1%), but soft demand (-20.4% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Brand share
Good71%top-5 brand share — brands hold most of the demand
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Market size
Okay£196K£196K/yr · 736K searches
Price range
Okay£2.37–£20.10cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad4,571.74avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.09avg listing price — sweet spot $15–$100
Growth
Bad-20.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, contour stick is a £196K/yr Amazon United Kingdom market (736K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Dec. Verdict: Worth a look — 50/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
contour stick market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- £183K–£244K
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #48
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 64%
- Out of stock
- 5.2%
- Avg brand age
- 37 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
21 falling
Sellers
186
Top-5 brand share
71%
Top 20: 99%
Top-5 click share
43%
Top 20: 81%
Open market
24%
- NYX PROFESSIONAL MAKEUP18%
- e.l.f.17%
- Kiko Milano15%
- SHEGLAM13%
- MUA9%
- L'Oreal Paris5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -20.4% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.5×
Top contour stick search terms
- contour stick387K/yr
- contour210K/yr
- cream contour34K/yr
- nyx contour stick15K/yr
- contour stick cream6K/yr
- nyx wonder stick9K/yr
- cream contour stick7K/yr
- contouring stick8K/yr
- contor7K/yr
- nyx contour6K/yr
Top contour stick 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
KIKO Milano Sculpting Touch Creamy Stick Contour 200 | Contour Stick: Creamy Texture And Matte Finish
Kiko Milano£8.304.4★6,363 rev
NYX Professional Makeup Wonderstick Dual-ended Make up Highlight & Contour Stick On-the-Go Highlight and Contour Stick Creamy Texture Shade: Light
NYX PROFESSIONAL MAKEUP£6.574.2★25,230 rev
e.l.f. Camo Liquid Bronzer & Contour Highly Pigmented Natural-Looking Glowy Finish Long-Lasting Rounded Applicator Vegan & Cruelty-Free 2 Fair/Light
e.l.f.£5.264.5★4,800 rev
MUA Makeup Academy Beauty Balm Multi-Use Face Balm for Cheeks Lips & Eyes Sculpt - Vegan & Cruelty Free
MUA£3.204.3★93 rev
e.l.f. Halo Glow Contour Beauty Wand Liquid Contour Wand For A Naturally Sculpted Look Buildable Formula Vegan and Cruelty-free Light/Medium
e.l.f.£6.084.4★940 rev
Newest
by launch dateMUA Makeup Academy Beauty Balm Multi-Use Face Balm for Cheeks Lips & Eyes Sculpt - Vegan & Cruelty Free
MUA£3.2093 rev
BPerfect Shape Stick Shade: Maple Cool Toned Light Contour for Fair Skin 6.5g
BPerfect£11.6424 rev
SHEGLAM Sun Sculpt Cool Toned Liquid Contour Stick Long Lasting Cream Bronzer Makeup - Soft Tan
SHEGLAM£6.143,397 rev
SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Warm Honey
SHEGLAM£4.682,605 rev
SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Terracotta
SHEGLAM£4.722,605 rev
Trending
90-day click momentumMUA Makeup Academy Beauty Balm Multi-Use Face Balm for Cheeks Lips & Eyes Sculpt - Vegan & Cruelty Free
MUA£3.204.3★
BPerfect Shape Stick Shade: Maple Cool Toned Light Contour for Fair Skin 6.5g
BPerfect£11.644.9★
SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Soft Tan
SHEGLAM£4.724.2★
SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Warm Honey
SHEGLAM£4.684.2★
KIKO Milano Sculpting Touch Creamy Stick Contour 200 | Contour Stick: Creamy Texture And Matte Finish
Kiko Milano£8.304.4★
What buyers say about contour stick
What buyers praise and complain about, mined from review topics.What buyers love
“Great product, that blends beautifully”
“Lovely colour”
“worth the money”
“Easy to put on”
“Glowing skin”
“No break out from using this”
“Nice a creamy”
“I love the consistency”
“easy application”
“but the contour is flawless and natural looking and lasts all day”
What buyers complain about
“Colour not the same”
“This time the quality was different”
“But found it hear 50p cheaper”
“Alright breaks easily”
“i just dont like the greasy feeling on my skin”
“Tiny”
“But product is piling off”
“The texture felt quite heavy”
“Hardly any colour remains and its greasy”
“Dunno who's skin tone this is for”
Top return reasons
Common questions
- Is contour stick profitable to sell on Amazon United Kingdom?
- The niche generates £196K/yr across 42 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -20.4%. Flapen's verdict: Worth a look (50/100).
- How competitive is the contour stick niche?
- 21 brands and 186 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in contour stick?
- Top complaints mined from reviews: Color, Quality-Overall, Value For Money. The return rate is 0.1%.
- When does demand for contour stick peak?
- Demand peaks in Dec; the busiest month runs 1.5× the quietest.
- What does it cost to enter the contour stick niche?
- Listings span £2.37–£20.10; the average listing price is £6.09 (sweet spot $15–$100). The average incumbent carries 4,572 reviews — the moat a new listing must climb.