Is jelly lipstick profitable to sell on Amazon United Kingdom?

The niche generates £169K/yr across 17 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -43.1%. Flapen's verdict: Skip it (41/100).

How competitive is the jelly lipstick niche?

10 brands and 96 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 78% of demand.

What do buyers complain about in jelly lipstick?

Top complaints mined from reviews: Size-Overall, Value For Money, Moist/Dry. The return rate is 0.1%.

When does demand for jelly lipstick peak?

Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.

What does it cost to enter the jelly lipstick niche?

Listings span £3.87–£30.35; the average listing price is £13.45 (sweet spot $15–$100). The average incumbent carries 1,561 reviews — the moat a new listing must climb.

jelly lipstick

Skip it

Soft demand (-43.1% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Good£13.45

avg listing price — sweet spot $15–$100

Price range

Good£3.87–£30.35

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,560.59

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay78%

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

Competition

Okay62%

top-5 click share — leaders hold, buyers still browse

Market size

Okay£169K

£169K/yr · 1.0M searches

Conversion

Bad1.2%

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

Growth

Bad-43.1%

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

According to Flapen's Amazon United Kingdom niche tracking, jelly lipstick is a £169K/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 78% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 41/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

jelly lipstick market data

Units sold / yr: 13K–15K; avg 500–750/product
Revenue / yr: £168K–£202K; units × avg price
Conversion rate: 1.2%
Avg BSR: #694
Page quality: 0%
Prime: 94%
Sponsored: 71%
Out of stock: 18.6%
Avg brand age: 29 months
Avg seller age: 160 days

Competition & brand share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

15%

Summer Fridays42%
Wsndyjia12%
Bettinay9%
HOPHAT7%
e.l.f.7%
HEUIOP7%
Open — no brand owns it (4 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -43.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.1×

Open Trend

Top jelly lipstick search terms

summer fridays324K/yr -8.3%0.7% conv.
summer fridays lip balm525K/yr -66.4%1.4% conv.
summer fridays lip gloss43K/yr -37.9%1.1% conv.
summer friday27K/yr -23.0%0.7% conv.
summer fridays lip7K/yr +174.0%0.6% conv.
summer fridays set10K/yr -41.4%0.2% conv.
summer fridays lip butter balm15K/yr -32.2%1.7% conv.
summer sundays lip balm6K/yr -53.3%0.9% conv.
summer friday lip balm7K/yr -19.4%1.9% conv.
lip gloss summer fridays6K/yr -37.1%0.5% conv.

All search terms

Top jelly lipstick 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 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Summer Fridays Lip Butter Balm - Hydrating Lip Mask Shea Butter Vegan - Pink Sugar 14g

Summer Fridays£26.704.7★2,395 rev

4Pack Summer Lip Balm Set Summer Shine and Hydration Lips Balms Multipack Shea Butter with Vitamin E Lip Care For Repair Chapped Lips Or Dry Lips1

Wsndyjia£8.644.8★7 rev

Bettinay 6 PCS Lip Butter Balm 6 Colors of Moisturizing Lip balm to Soothe Dry Lips

Bettinay£7.264.0★36 rev

Summer Special Lip Balm Butter Set Hydrating & Nourishing Tinted Lip Care Lightweight Comfort with Natural Gloss Finish Softening Lip Oil Balm for Everyday Elegance (# 4PCS)

HOPHAT£7.974.1★48 rev

HEUIOP 10 Pcs Lip Balm Set with 6 Lip Butter Balm and 4 Mini Lip Balms Lip Balm Vanilla Used to Soothe Dry and Chapped Lips Leaving Them Soft Smooth and Elastic A-Set

HEUIOP£12.004.0★2 rev

Newest

by launch date

HEUIOP 10 Pcs Lip Balm Set with 6 Lip Butter Balm and 4 Mini Lip Balms Lip Balm Vanilla Used to Soothe Dry and Chapped Lips Leaving Them Soft Smooth and Elastic A-Set

HEUIOP£12.002 rev

2w ago

4Pcs Summer Lip Butter Balm Natural Colored Moisturizing Gloss Oil Lipstick Contains Shea Butter Essential Lip Oil for Relieving Dry Lips Moisturizing Lip Care for Men Women

DVDVBOOM£7.732 rev

7mo ago

e.l.f. Squeeze Me Lip Balm Duo Moisturizing Lip Balm for a Sheer Tint of Colour Infused with Hyaluronic Acid Vegan & Cruelty-Free CHERRY/BUBBLEGUM

e.l.f.£6.08949 rev

7mo ago

4Pack Summer Lip Balm Set Summer Shine and Hydration Lips Balms Multipack Shea Butter with Vitamin E Lip Care For Repair Chapped Lips Or Dry Lips1

Wsndyjia£8.647 rev

8mo ago

Summer Special Lip Balm Butter Set Hydrating & Nourishing Tinted Lip Care Lightweight Comfort with Natural Gloss Finish Softening Lip Oil Balm for Everyday Elegance (# 4PCS)

HOPHAT£7.9748 rev

1y ago

What buyers say about jelly lipstick

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

What buyers love

Moist/Dry14%

“Very moisturising”

Smell13%

“smells nice + hydrating”

Quality-Overall11%

“good quality”

Color8%

“Great colour”

Soft Feel7%

“Very soft and silky on my lips”

Gifting Purpose6%

“Bought for a gift, really lovely”

Advertised Vs Actual Product5%

“Better Than Expected”

Durability5%

“Adorable, long lasting and great price”

Adhesion/Stickiness5%

“Non tacky or sticky, lasts a while, excellent moisturizer”

Value For Money4%

“is cheap”

What buyers complain about

Size-Overall33%

“A small tube”

Value For Money16%

“the price should deffo be cheaper like 3 quid”

Moist/Dry11%

“it didnt feel like my lips were moisturised at all”

Advertised Vs Actual Product8%

“Very misrepresentative photo in the advert”

Adhesion/Stickiness5%

“Other than the size the lip balm isnt sticky”

Color4%

“there is no colour”

Functionality-Overall2%

“Doesnt work as long as other lip balms do”

Smell2%

“this one DOES give quite a bit of a smell”

Ease Of Application2%

“The product is small, and the applicator, I mean at least on mine, on the corner of one of them was quite rough”

Top return reasons

Ingredients-Overall33%

Advertised Vs Actual Product25%

Size-Overall17%

Value For Money8%

Adhesion/Stickiness4%

Smudge Resistance4%

Product Condition4%

Defective Material/Parts4%

Common questions

Is jelly lipstick profitable to sell on Amazon United Kingdom?: The niche generates £169K/yr across 17 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -43.1%. Flapen's verdict: Skip it (41/100).
How competitive is the jelly lipstick niche?: 10 brands and 96 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 78% of demand.
What do buyers complain about in jelly lipstick?: Top complaints mined from reviews: Size-Overall, Value For Money, Moist/Dry. The return rate is 0.1%.
When does demand for jelly lipstick peak?: Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.
What does it cost to enter the jelly lipstick niche?: Listings span £3.87–£30.35; the average listing price is £13.45 (sweet spot $15–$100). The average incumbent carries 1,561 reviews — the moat a new listing must climb.