lip liner
Skip itPrices mostly outside the sweet spot ($1.67–$11.60) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Conversion
Good5.2%search→purchase rate — share of searches ending in a sale
Market size
Good£336K£336K/yr · 1.5M searches
Growth
Bad-8.2%90-day search growth — must beat 0% to launch
Review moat
Bad10,553.93avg incumbent reviews — the moat a new listing must climb
Competition
Bad76%top-5 click share — a locked-up shelf
Brand share
Bad93%top-5 brand share — brand-locked demand
Avg price
Bad£4.39avg listing price — sweet spot $15–$100
Price range
Bad£1.67–£11.60cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, lip liner is a £336K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 93% of demand. Verdict: Skip it — 41/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
lip liner market data
- Units sold / yr
- 60K–80K
- avg 2,000–2,500/product
- Revenue / yr
- £263K–£351K
- units × avg price
- Conversion rate
- 5.2%
- Avg BSR
- #9
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 87%
- Out of stock
- 0.0%
- Avg brand age
- 43 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
48
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
5%
- Rimmel63%
- e.l.f.19%
- OlymGrow5%
- Kiko Milano3%
- Wet n Wild3%
- Wonderskin2%
- Open — no brand owns it (3 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top lip liner search terms
- lip liner814K/yr
- lip liner set107K/yr
- rimmel lip liner81K/yr
- lip liners80K/yr
- lipliner61K/yr
- elf lip liner59K/yr
- lip pencil45K/yr
- rimmel cappuccino lip liner38K/yr
- nude lip liner34K/yr
- mac lip liner31K/yr
Top lip liner 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Rimmel Lasting Finish 8HR Lip Liner Cappuccino Highly Pigmented Formula Long-Wearing Creamy Colour Precise Application and Seamless Blend For Big & Plump Lips Vegan & Cruelty Free 1.2g
Rimmel£2.864.5★19,595 rev
Rimmel Lasting Finish 8HR Lip Liner Brownie Pie Highly Pigmented Formula Long-Wearing Creamy Colour Precise Application and Seamless Blend For Big & Plump Lips Vegan & Cruelty Free 1.2g
Rimmel£2.694.5★19,595 rev
Rimmel Lasting Finish 8HR Lip Liner 90s Nude Highly Pigmented Formula Long-Wearing Creamy Colour Precise Application and Seamless Blend For Big & Plump Lips Vegan & Cruelty Free 1.2g
Rimmel£2.854.5★19,595 rev
Cream Glide Lip Liner - Mauve Aside
e.l.f.£2.954.4★16,256 rev
12 PCS Lip Liner Gloss Set Lipstick Pencil Lip Liners Stain Smooth Lips Stain for Women. Perfect for Everyday Wear
OlymGrow£5.454.4★123 rev
Newest
by launch date
e.l.f. Cream Glide Lip Liner Highly Pigmented Pencil for Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free That Merlot Tho
e.l.f.£3.1416,256 rev
e.l.f. Cream Glide Lip Liner Highly Pigmented Pencil for Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free Espresso Martini
e.l.f.£3.1816,256 rev
12 PCS Lip Liner Gloss Set Lipstick Pencil Lip Liners Stain Smooth Lips Stain for Women. Perfect for Everyday Wear
OlymGrow£5.45123 rev
SHEGLAM Lip Liner Creamy Matte Pencil High Pigment Not Easy to Fade Silky Smooth Matte Contour Tint Lip Makeup-Misty Rose
SHEGLAM£4.15851 rev
Catrice Plumping Lip Liner moisturizing/hydrating longlasting mattifying colour intense matte (0.35g)
Catrice Cosmetics£2.321,197 rev
Trending
90-day click momentumCatrice Plumping Lip Liner moisturizing/hydrating longlasting mattifying colour intense matte (0.35g)
Catrice Cosmetics£2.324.4★
Wonderskin Lip Liner Pencil - 360 Contour Lipliner Long Lasting Sharpenable Lip Pencil Waterproof and Transfer-Proof Brown Lip Liner (Saddle)
Wonderskin£11.604.0★
Rimmel Lasting Finish 8HR Lip Liner Brownie Pie Highly Pigmented Formula Long-Wearing Creamy Colour Precise Application and Seamless Blend For Big & Plump Lips Vegan & Cruelty Free 1.2g
Rimmel£2.694.5★
Wet n Wild Color Icon Lipliner Pencil Lip Pencil with Rich Creamy and Anti-Smudge Formula Precise Application Lip Liner with Silky Texture and Full Vibrant Color Brandy Wine
Wet n Wild£1.674.2★
Rimmel Lasting Finish 8HR Lip Liner Cappuccino Highly Pigmented Formula Long-Wearing Creamy Colour Precise Application and Seamless Blend For Big & Plump Lips Vegan & Cruelty Free 1.2g
Rimmel£2.864.5★
What buyers say about lip liner
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful colour”
“Excellent product”
“Good value”
“stays on all day”
“Love this, it's so creamy and I've no complaints”
“Very nice consistency”
“Easy to apply”
“As described great”
“Goes on without dragging skin”
“High pigment and long stay, dries so fast”
What buyers complain about
“Does not last”
“Too dark colour”
“Cheaper ones better”
“has a dry consistency”
“its cheap”
“Breaks easily when applying”
“Doesn't work”
“Bit too hard for me”
“does smudge quite a bit throughout the day”
“Didnt do as described”
Top return reasons
Common questions
- Is lip liner profitable to sell on Amazon United Kingdom?
- The niche generates £336K/yr across 15 tracked products. 90-day search growth is -8.2%. Flapen's verdict: Skip it (41/100).
- How competitive is the lip liner niche?
- 9 brands and 48 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in lip liner?
- Top complaints mined from reviews: Durability, Color, Value For Money. The return rate is 0.2%.
- When does demand for lip liner peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the lip liner niche?
- Listings span £1.67–£11.60; the average listing price is £4.39 (sweet spot $15–$100). The average incumbent carries 10,554 reviews — the moat a new listing must climb.