lip gloss
Worth a lookShows low returns (0.1%), but pricing outside the sweet spot ($5.50 avg) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Great37%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Good£509K£509K/yr · 3.2M searches
Brand share
Good72%top-5 brand share — brands hold most of the demand
Conversion
Okay2.9%search→purchase rate — share of searches ending in a sale
Review moat
Bad10,792.97avg incumbent reviews — the moat a new listing must climb
Growth
Bad-11.5%90-day search growth — must beat 0% to launch
Price range
Bad£1.27–£18.07cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£5.50avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, lip gloss is a £509K/yr Amazon United Kingdom market (3.2M searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 52/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
lip gloss market data
- Units sold / yr
- 80K–100K
- avg 1,000–1,250/product
- Revenue / yr
- £440K–£550K
- units × avg price
- Conversion rate
- 2.9%
- Avg BSR
- #45
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 81%
- Out of stock
- 2.2%
- Avg brand age
- 42 months
- Avg seller age
- 150 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
23 falling
Sellers
266
Top-5 brand share
72%
Top 20: 98%
Top-5 click share
37%
Top 20: 70%
Open market
23%
- e.l.f.25%
- Maybelline21%
- NYX PROFESSIONAL MAKEUP11%
- Essence Cosmetics8%
- Kiko Milano7%
- Rimmel5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.5% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.0×
Top lip gloss search terms
- lip gloss1.4M/yr
- lip oil428K/yr
- lipgloss189K/yr
- lip gloss set191K/yr
- elf lip gloss122K/yr
- lip135K/yr
- lip glosses75K/yr
- elf lip oil83K/yr
- nyx lip gloss69K/yr
- lips80K/yr
Top lip gloss 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
e.l.f. Glow Reviver Lip Oil Nourishing Tinted Lip Oil For A High-Shine Finish Infused With apricot oil Vegan & Cruelty-Free Rose Envy
e.l.f.£6.214.5★29,759 rev
Maybelline Lifter Gloss Hydrating Lip Gloss with Hyaluronic Acid 002 Ice (Light Pink) Creates Fuller-Looking Shiny Moisturised and Plumped Lips. Non-sticky
Maybelline£4.964.4★27,047 rev
Maybelline Lifter Gloss Hydrating Lip Gloss with Hyaluronic Acid Creates Fuller-Looking Shiny Moisturised and Plumped Lips. Non-sticky 003 Moon (Nude Pink)
Maybelline£4.984.4★27,047 rev
essence BIRTHDAY BOMB shiny lipgloss natural shiny dewy shimmery (10ml)
Essence Cosmetics£1.274.5★1,286 rev
NYX PROFESSIONAL MAKEUP This Is Milky Gloss Vegan Lip Gloss - Cherry Skimmed
NYX PROFESSIONAL MAKEUP£4.684.4★913 rev
Newest
by launch date
Vaseline Gluta-Hya Rosy Pink Lip Gloss Serum Lip Care with Hyaluronic Acid and GlutaGlow Technology Tints Plumps and Protects with SPF15 for Plump and Dewy Lips 10 ml
Vaseline£6.11267 rev
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
essence BIRTHDAY BOMB shiny lipgloss natural shiny dewy shimmery (10ml)
Essence Cosmetics£1.271,286 rev
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
e.l.f. Glow Reviver Lip Oil Nourishing and Hydrating with High-Shine Glimmer Finish & Sheer Wash of colour Minty Scent Non-Sticky Vegan & Cruelty-free Candy Coded
e.l.f.£5.846,743 rev
Trending
90-day click momentum
NYX Professional Makeup Lip Gloss Butter Gloss Non-sticky formula Easy Application Leaves Your Lips Feeling Silky Smooth Glossy Finish Shade Crème Tiramiu 8ml
NYX PROFESSIONAL MAKEUP£6.064.4★
KIKO Milano 3D Hydra Lipgloss 32 I Hydrating Lip Gloss for Plumped 3D Shine Non-Sticky Lipstick Gloss with Wand Applicator Long Lasting Comfort Professional Lip Products by KIKO Milano
Kiko Milano£8.914.6★
Revolution Beauty Pout Bomb Plumping Lip Gloss High-Shine for Glossy Fuller & Plump Lips with Hyaluronic Acid & Peptides Vegan & Cruelty-Free Sheer Milky Nude
Revolution Skincare London£4.494.2★
Vaseline Gluta-Hya Rosy Pink Lip Gloss Serum Lip Care with Hyaluronic Acid and GlutaGlow Technology Tints Plumps and Protects with SPF15 for Plump and Dewy Lips 10 ml
Vaseline£6.113.6★
essence BIRTHDAY BOMB shiny lipgloss natural shiny dewy shimmery (10ml)
Essence Cosmetics£1.274.5★
What buyers say about lip gloss
What buyers praise and complain about, mined from review topics.What buyers love
“Color is nice, as described”
“Quite hydrating”
“Smells fruity”
“Excellent value for money”
“Best lip gloss ever”
“So soft”
“Good lip gloss”
“very sticky”
“Smooth application”
“Good for a a gift set”
What buyers complain about
“Misleading colour”
“becomes sticky”
“The wand broke before I ever got to try it”
“Not moisturising”
“price is very high”
“A small tube”
“Bad smell”
“Applicator is weird”
“the bottle leaks”
“Not as described”
Top return reasons
Common questions
- Is lip gloss profitable to sell on Amazon United Kingdom?
- The niche generates £509K/yr across 58 tracked products. 7 of 14 products launched in the last 360 days are still selling. 90-day search growth is -11.5%. Flapen's verdict: Worth a look (52/100).
- How competitive is the lip gloss niche?
- 23 brands and 266 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in lip gloss?
- Top complaints mined from reviews: Color, Adhesion/Stickiness, Durability. The return rate is 0.1%.
- When does demand for lip gloss peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.0× the quietest.
- What does it cost to enter the lip gloss niche?
- Listings span £1.27–£18.07; the average listing price is £5.50 (sweet spot $15–$100). The average incumbent carries 10,793 reviews — the moat a new listing must climb.