---
title: "Lip Balm — £999K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/lip-balm"
last_updated: "2026-08-09T20:40:11.075Z"
locale: en
meta:
description: "Niche score 54/100 · £999K/yr market · 3.4M searches/yr. Prices mostly outside the sweet spot ($0.86–$10.09) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £999K/yr market · 3.4M searches/yr. Prices mostly outside the sweet spot ($0.86–$10.09) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Lip Balm — £999K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 78Growth 13Conversion 75Competition 76Returns 100Price range 0Avg price 12Brand share 66Review moat 25Quality gap 32
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£999K**
£999K/yr · 3.4M searches
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Conversion**
**Good****7.0%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****65%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****4,255.26**
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 ~~](https://flapen.com/research/methodology)
## **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.
150K100KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/lip-balm/trend)
## **Top lip balm search terms**
- **lip balm**2.3M/yr-22.2%5.7% conv. - **nivea lip balm**289K/yr-32.6%15.7% conv. - **lip balm multipack**103K/yr-0.2%3.1% conv. - **lip balms**114K/yr-23.3%2.2% conv. - **lip balm set**215K/yr-49.3%2.2% conv. - **lip care**93K/yr-37.6%1.7% conv. - **lipbalm**29K/yr-11.8%5.9% conv. - **lip balm nivea**34K/yr-44.6%13.7% conv. - **mini lip balm**28K/yr-5.4%0.3% conv. - **lip butter**23K/yr-14.3%0.5% conv. [**All search terms **](https://flapen.com/research/uk/beauty/lip-balm/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.
0%3%£30K6%£60K9%£90K12%£120K1001K10K100K 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**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**£1.17**4.7★1,806 rev](https://www.amazon.co.uk/dp/B0CKLR95PH) [2**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**£1.17**4.6★1,549 rev](https://www.amazon.co.uk/dp/B0CKLS1Q6M) [3**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**£2.34**4.6★2,518 rev](https://www.amazon.co.uk/dp/B0CKLQ7FZH) [4**OKeeffes Lip Repair Unscented Lip Balm 4.2g For Extremely Dry Cracked Lips | All-Day Moisture with 7 Moisturising Ingredients**O'Keeffe's**£2.39**4.5★13,021 rev](https://www.amazon.co.uk/dp/B01HWIEGIO) [5**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**£1.60**4.6★2,371 rev](https://www.amazon.co.uk/dp/B0CKLS8VR1)
**~~View all top sellers →~~**
### **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**£4.89**310 rev4mo ago](https://www.amazon.co.uk/dp/B0FJYJRPBM) [**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**£4.17**115 rev11mo ago](https://www.amazon.co.uk/dp/B0FKCWV7CH) [**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**£4.81**2,752 rev1y ago](https://www.amazon.co.uk/dp/B0DZXZM6KC) [**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**£2.63**777 rev2y ago](https://www.amazon.co.uk/dp/B0CXDMVZXZ) [**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**£1.17**1,549 rev2y ago](https://www.amazon.co.uk/dp/B0CKLS1Q6M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Starface Star Balm Very Vanilla Hydrating Lip Moisturizer with Shea Butter Cocoa Butter and Coconut Oil Dreamy Vanilla Flavor (0.15 oz)**Starface World**£4.89**4.4★**▲ 485%**](https://www.amazon.co.uk/dp/B0FJYJRPBM) [**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**£2.34**4.6★**▲ 190%**](https://www.amazon.co.uk/dp/B0CKLQ7FZH) [**Malibu Sun SPF 30 Lip Balm Sunscreen Watermelon Mint and Vanilla 3 x 5g**Malibu**£2.47**4.3★**▲ 63%**](https://www.amazon.co.uk/dp/B00IGYCP9G) [**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**£4.81**4.3★**▲ 55%**](https://www.amazon.co.uk/dp/B0DZXZM6KC) [**Burts Bees Lip Balm Duo Pack Includes Moisturising Beeswax with Peppermint & Vitamin E and Vanilla Bean 2x4.25g**Burt's Bees**£4.02**4.7★**▲ 52%**](https://www.amazon.co.uk/dp/B017NMJPTY)
**~~View all trending →~~**
## **What buyers say about lip balm**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**19%
*“Great moisturizer”*
**Quality-Overall**15%
*“Good product Olivia R”*
**Value For Money**14%
*“Money well spent”*
**Soft Feel**9%
*“Stays soft”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Smell**4%
*“Pleasant fragrance, not too overbearing”*
**Color**4%
*“Great colour”*
**Efficiency**3%
*“It works well”*
**Durability**2%
*“The tube is durable”*
**Ease Of Use**2%
*“Very handy”*
### **What buyers complain about **
**Moist/Dry**20%
*“not moisturising”*
**Smell**8%
*“Bad smell”*
**Value For Money**7%
*“Overpriced”*
**Size-Overall**6%
*“The jar is smaller than I expected”*
**Quality-Overall**5%
*“Awful quality”*
**Color**4%
*“No discernible colour”*
**Adhesion/Stickiness**3%
*“becomes sticky”*
**Allergies**3%
*“developed an allergy”*
**Durability**3%
*“It breaks”*
**Thickness**3%
*“It is thick reminds me of the consistency of snail slime”*
### **Top return reasons **
**Smell**15%
**Functionality-Overall**13%
**Advertised Vs Actual Product**11%
**Moist/Dry**10%
**Value For Money**8%
**Defective Material/Parts**7%
**Adhesion/Stickiness**5%
**Product Condition**4%
**Quality-Overall**4%
**Color**2%
## **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.
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