Is lip balm profitable to sell on Amazon United Kingdom?

The niche generates £999K/yr across 39 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -24.6%. Flapen's verdict: Worth a look (54/100).

How competitive is the lip balm niche?

21 brands and 364 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in lip balm?

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

When does demand for lip balm peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 3.2× the quietest.

What does it cost to enter the lip balm niche?

Listings span £0.86–£10.09; the average listing price is £4.24 (sweet spot $15–$100). The average incumbent carries 4,255 reviews — the moat a new listing must climb.

lip balm

Worth a look

Shows low returns (0.1%), but prices mostly outside the sweet spot ($0.86–$10.09) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Great£999K

£999K/yr · 3.4M searches

Competition

Great39%

top-5 click share — an open shelf

Conversion

Good7.0%

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

Brand share

Good65%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad4,255.26

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-24.6%

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

Avg price

Bad£4.24

avg listing price — sweet spot $15–$100

Price range

Bad£0.86–£10.09

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

According to Flapen's Amazon United Kingdom niche tracking, lip balm is a £999K/yr Amazon United Kingdom market (3.4M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 54/100.

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

lip balm market data

Units sold / yr: 300K–400K; avg 4,000–5,000/product
Revenue / yr: £1.3M–£1.7M; units × avg price
Conversion rate: 7.0%
Avg BSR: #31
Page quality: 0%
Prime: 100%
Sponsored: 79%
Out of stock: 0.3%
Avg brand age: 42 months
Avg seller age: 151 days

Competition & brand share

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

Brands

21 flat

Sellers

364

Top-5 brand share

65%

Top 20: 99%

Top-5 click share

39%

Top 20: 83%

Open market

30%

NIVEA41%
O'Keeffe's7%
Nivea Sun7%
Malibu5%
La Roche-Posay5%
e.l.f.5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -24.6% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.2×

Open Trend

Top lip balm search terms

lip balm2.3M/yr -22.2%5.7% conv.
nivea lip balm289K/yr -32.6%15.7% conv.
lip balm multipack103K/yr -0.2%3.1% conv.
lip balms114K/yr -23.3%2.2% conv.
lip balm set215K/yr -49.3%2.2% conv.
lip care93K/yr -37.6%1.7% conv.
lipbalm29K/yr -11.8%5.9% conv.
lip balm nivea34K/yr -44.6%13.7% conv.
mini lip balm28K/yr -5.4%0.3% conv.
lip butter23K/yr -14.3%0.5% conv.

All search terms

Top lip balm 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

NIVEA Lip Balm Original Care (4.8g) Lip Balm Deeply Hydrates Lips for 24h+ with 100% Natural Origin Ingredients Shea Butter and Vitamins Lip Care

NIVEA£1.174.7★1,806 rev

NIVEA Lip Balm Hydro Care with SPF 15 (4.8g) Hydrating Lip Balm with Shea Butter Natural Oils and Vitamins Provides 24 Hour Moisture and Protection

NIVEA£1.174.6★1,549 rev

NIVEA SUN Protect Caring Lip Balm SPF50 (4.8g) Factor 50 Balm with Shea Butter Protection Against UVA/UVB Rays with 24H Moisture Lip Care No White Cast

Nivea Sun£2.344.6★2,518 rev

OKeeffes Lip Repair Unscented Lip Balm 4.2g For Extremely Dry Cracked Lips | All-Day Moisture with 7 Moisturising Ingredients

O'Keeffe's£2.394.5★13,021 rev

NIVEA Cherry Shine Lip Balm (4.8g) Flavoured Lip Balm with Shea Butter Natural Oils and Vitamins Provides 24h Moisture and a Soft Red Shine Vegan Lip Care Formula

NIVEA£1.604.6★2,371 rev

Newest

by launch date

Starface Star Balm Very Vanilla Hydrating Lip Moisturizer with Shea Butter Cocoa Butter and Coconut Oil Dreamy Vanilla Flavor (0.15 oz)

Starface World£4.89310 rev

4mo ago

Chupa Chups Lip Licking Lip Balm Collection 5 Assorted Flavors: Orange Pop Strawberry Swirl Melon Mix Pineapple Punch and Peach Pulp - Fun Flavored Lip Care Gift Set for Kids and Adults

Corsair Toiletries£4.17115 rev

11mo ago

Maybelline New York Lifter Glaze Lip Oil Balm Up to 24HR Hydration Plumping for Fuller Lips Hyaluronic Acid & Acerola Cherry Extract for Ultra-Comfortable Shine Shade: Pink Drip

Maybelline£4.812,752 rev

1y ago

NIVEA Original Care Duo Pack Lip Balm (2x 4.8g) Lip Moisturiser Deeply Hydrates for 24h+ 100% Natural Origin Ingredients Shea Butter and Vitamins Lip Care

NIVEA£2.63777 rev

2y ago

NIVEA Lip Balm Hydro Care with SPF 15 (4.8g) Hydrating Lip Balm with Shea Butter Natural Oils and Vitamins Provides 24 Hour Moisture and Protection

NIVEA£1.171,549 rev

2y ago

What buyers say about lip balm

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

What buyers love

Moist/Dry19%

“Great moisturizer”

Quality-Overall15%

“Good product Olivia R”

Value For Money14%

“Money well spent”

Soft Feel9%

“Stays soft”

Advertised Vs Actual Product5%

“As advertised”

Smell4%

“Pleasant fragrance, not too overbearing”

Color4%

“Great colour”

Efficiency3%

“It works well”

Durability2%

“The tube is durable”

Ease Of Use2%

“Very handy”

What buyers complain about

Moist/Dry20%

“not moisturising”

Smell8%

“Bad smell”

Value For Money7%

“Overpriced”

Size-Overall6%

“The jar is smaller than I expected”

Quality-Overall5%

“Awful quality”

Color4%

“No discernible colour”

Adhesion/Stickiness3%

“becomes sticky”

Allergies3%

“developed an allergy”

Durability3%

“It breaks”

Thickness3%

“It is thick reminds me of the consistency of snail slime”

Top return reasons

Smell15%

Functionality-Overall13%

Advertised Vs Actual Product11%

Moist/Dry10%

Value For Money8%

Defective Material/Parts7%

Adhesion/Stickiness5%

Product Condition4%

Quality-Overall4%

Color2%

Common questions

Is lip balm profitable to sell on Amazon United Kingdom?: The niche generates £999K/yr across 39 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -24.6%. Flapen's verdict: Worth a look (54/100).
How competitive is the lip balm niche?: 21 brands and 364 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 65% of demand.
What do buyers complain about in lip balm?: Top complaints mined from reviews: Moist/Dry, Smell, Value For Money. The return rate is 0.1%.
When does demand for lip balm peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 3.2× the quietest.
What does it cost to enter the lip balm niche?: Listings span £0.86–£10.09; the average listing price is £4.24 (sweet spot $15–$100). The average incumbent carries 4,255 reviews — the moat a new listing must climb.