---
title: "Contour Stick — £196K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/contour-stick"
last_updated: "2026-08-09T14:06:37.427Z"
locale: en
meta:
description: "Niche score 50/100 · £196K/yr market · 736K searches/yr · £6.09 avg price. Soft demand (-20.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £196K/yr market · 736K searches/yr · £6.09 avg price. Soft demand (-20.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Contour Stick — £196K/yr Amazon UK Niche (2026) - Flapen"
---
# **contour stick**
**Worth a look**
Shows low returns (0.1%), but soft demand (-20.4% this quarter) keeps it on the watch list.
Market size 39Growth 15Conversion 53Competition 69Returns 100Price range 29Avg price 17Brand share 57Review moat 25Quality gap 70
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****71%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****£196K**
£196K/yr · 736K searches
**Price range**
**Okay****£2.37–£20.10**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Bad****4,571.74**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£6.09**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-20.4%**
90-day search growth — must beat 0% to launch
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
20K15KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/beauty/contour-stick/trend)
## **Top contour stick search terms**
- **contour stick**387K/yr-22.1%4.0% conv. - **contour**210K/yr-17.8%2.7% conv. - **cream contour**34K/yr-16.3%2.7% conv. - **nyx contour stick**15K/yr-29.6%4.5% conv. - **contour stick cream**6K/yr+28.9%3.3% conv. - **nyx wonder stick**9K/yr-8.8%3.2% conv. - **cream contour stick**7K/yr-6.2%2.9% conv. - **contouring stick**8K/yr-38.4%4.4% conv. - **contor**7K/yr-12.7%1.6% conv. - **nyx contour**6K/yr-3.8%1.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/contour-stick/search-terms)
## **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.
0%3%£6K6%£12K9%£18K12%£24K101001K10K100K 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**KIKO Milano Sculpting Touch Creamy Stick Contour 200 | Contour Stick: Creamy Texture And Matte Finish**Kiko Milano**£8.30**4.4★6,363 rev](https://www.amazon.co.uk/dp/B0CHW7NS4T) [2**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**£6.57**4.2★25,230 rev](https://www.amazon.co.uk/dp/B00TKJFHQO) [3**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.**£5.26**4.5★4,800 rev](https://www.amazon.co.uk/dp/B0DHRQZJ1N) [4**MUA Makeup Academy Beauty Balm Multi-Use Face Balm for Cheeks Lips & Eyes Sculpt - Vegan & Cruelty Free**MUA**£3.20**4.3★93 rev](https://www.amazon.co.uk/dp/B0G59F1WW8) [5**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.**£6.08**4.4★940 rev](https://www.amazon.co.uk/dp/B0C7W5C8ZD)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**MUA Makeup Academy Beauty Balm Multi-Use Face Balm for Cheeks Lips & Eyes Sculpt - Vegan & Cruelty Free**MUA**£3.20**93 rev7mo ago](https://www.amazon.co.uk/dp/B0G59F1WW8) [**BPerfect Shape Stick Shade: Maple Cool Toned Light Contour for Fair Skin 6.5g**BPerfect**£11.64**24 rev11mo ago](https://www.amazon.co.uk/dp/B0CN2QTJCT) [**SHEGLAM Sun Sculpt Cool Toned Liquid Contour Stick Long Lasting Cream Bronzer Makeup - Soft Tan**SHEGLAM**£6.14**3,397 rev1y ago](https://www.amazon.co.uk/dp/B0F1YNMVZR) [**SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Warm Honey**SHEGLAM**£4.68**2,605 rev1y ago](https://www.amazon.co.uk/dp/B0CHMK3P4S) [**SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Terracotta**SHEGLAM**£4.72**2,605 rev1y ago](https://www.amazon.co.uk/dp/B0C6KXPPKT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**MUA Makeup Academy Beauty Balm Multi-Use Face Balm for Cheeks Lips & Eyes Sculpt - Vegan & Cruelty Free**MUA**£3.20**4.3★**▲ 239%**](https://www.amazon.co.uk/dp/B0G59F1WW8) [**BPerfect Shape Stick Shade: Maple Cool Toned Light Contour for Fair Skin 6.5g**BPerfect**£11.64**4.9★**▲ 73%**](https://www.amazon.co.uk/dp/B0CN2QTJCT) [**SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Soft Tan**SHEGLAM**£4.72**4.2★**▲ 53%**](https://www.amazon.co.uk/dp/B0CHMGXLZW) [**SHEGLAM Snatch n Define Cream Contour Stick Long Lasting Highly Pigmented Sweat Proof Face Bronzer Makeup - Warm Honey**SHEGLAM**£4.68**4.2★**▲ 44%**](https://www.amazon.co.uk/dp/B0CHMK3P4S) [**KIKO Milano Sculpting Touch Creamy Stick Contour 200 | Contour Stick: Creamy Texture And Matte Finish**Kiko Milano**£8.30**4.4★**▲ 43%**](https://www.amazon.co.uk/dp/B0CHW7NS4T)
**~~View all trending →~~**
## **What buyers say about contour stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**22%
*“Great product, that blends beautifully”*
**Color**16%
*“Lovely colour”*
**Value For Money**12%
*“worth the money”*
**Ease Of Use**8%
*“Easy to put on”*
**Suitability Combination Skin**6%
*“Glowing skin”*
**Durability**5%
*“No break out from using this”*
**Soft Feel**4%
*“Nice a creamy”*
**Texture/Consistency-Overall**3%
*“I love the consistency”*
**Ease Of Application**2%
*“easy application”*
**Shape/Style**2%
*“but the contour is flawless and natural looking and lasts all day”*
### **What buyers complain about **
**Color**30%
*“Colour not the same”*
**Quality-Overall**10%
*“This time the quality was different”*
**Value For Money**8%
*“But found it hear 50p cheaper”*
**Durability**5%
*“Alright breaks easily”*
**Oily/Greasy**5%
*“i just dont like the greasy feeling on my skin”*
**Size-Overall**4%
*“Tiny”*
**Functionality-Overall**4%
*“But product is piling off”*
**Texture/Consistency-Overall**3%
*“The texture felt quite heavy”*
**Color Fading/Discoloration**3%
*“Hardly any colour remains and its greasy”*
**Skin Health**2%
*“Dunno who's skin tone this is for”*
### **Top return reasons **
**Color**43%
**Advertised Vs Actual Product**9%
**Quality-Overall**7%
**Functionality-Overall**5%
**Defective Material/Parts**4%
**Weight Light**4%
**Moist/Dry**3%
**Adhesion/Stickiness**3%
**Suitability Combination Skin**3%
**Size-Overall**2%
## **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.
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