---
title: "Lip Liner — £336K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/lip-liner"
last_updated: "2026-08-10T09:23:51.609Z"
locale: en
meta:
description: "Niche score 41/100 · £336K/yr market · 1.5M searches/yr · £4.39 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £336K/yr market · 1.5M searches/yr · £4.39 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Lip Liner — £336K/yr Amazon UK Niche (2026) - Flapen"
---
# **lip liner**
**Skip it**
Prices mostly outside the sweet spot ($1.67–$11.60) — this niche doesn't clear our bar today.
Market size 53Growth 21Conversion 60Competition 20Returns 99Price range 0Avg price 12Brand share 19Review moat 21Quality gap 70
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****5.2%**
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**
**Bad****10,553.93**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****76%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£4.39**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.67–£11.60**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
40K30KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/beauty/lip-liner/trend)
## **Top lip liner search terms**
- **lip liner**814K/yr-3.9%2.8% conv. - **lip liner set**107K/yr-29.1%1.0% conv. - **rimmel lip liner**81K/yr-15.2%5.8% conv. - **lip liners**80K/yr-15.7%1.7% conv. - **lipliner**61K/yr-10.1%2.4% conv. - **elf lip liner**59K/yr-5.9%4.1% conv. - **lip pencil**45K/yr-18.6%2.9% conv. - **rimmel cappuccino lip liner**38K/yr-12.6%21.9% conv. - **nude lip liner**34K/yr-13.2%3.1% conv. - **mac lip liner**31K/yr-2.7%0.3% conv. [**All search terms **](https://flapen.com/research/uk/beauty/lip-liner/search-terms)
## **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.
0%10%£34K20%£67K30%£101K40%£134K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£2.86**4.5★19,595 rev](https://www.amazon.co.uk/dp/B08CFSS35N) [2**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**£2.69**4.5★19,595 rev](https://www.amazon.co.uk/dp/B08CG1G7FV) [3**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**£2.85**4.5★19,595 rev](https://www.amazon.co.uk/dp/B08CFMTMK6) [4**Cream Glide Lip Liner - Mauve Aside**e.l.f.**£2.95**4.4★16,256 rev](https://www.amazon.co.uk/dp/B0CMYR1CNK) [5**12 PCS Lip Liner Gloss Set Lipstick Pencil Lip Liners Stain Smooth Lips Stain for Women. Perfect for Everyday Wear**OlymGrow**£5.45**4.4★123 rev](https://www.amazon.co.uk/dp/B0F5ML53K9)
**~~View all top sellers →~~**
### **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.**£3.14**16,256 rev1y ago](https://www.amazon.co.uk/dp/B0F2XV7B78) [**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.**£3.18**16,256 rev1y ago](https://www.amazon.co.uk/dp/B0F2XGHCD9) [**12 PCS Lip Liner Gloss Set Lipstick Pencil Lip Liners Stain Smooth Lips Stain for Women. Perfect for Everyday Wear**OlymGrow**£5.45**123 rev1y ago](https://www.amazon.co.uk/dp/B0F5ML53K9) [**SHEGLAM Lip Liner Creamy Matte Pencil High Pigment Not Easy to Fade Silky Smooth Matte Contour Tint Lip Makeup-Misty Rose**SHEGLAM**£4.15**851 rev1y ago](https://www.amazon.co.uk/dp/B0DP4PJ99N) [**Catrice Plumping Lip Liner moisturizing/hydrating longlasting mattifying colour intense matte (0.35g)**Catrice Cosmetics**£2.32**1,197 rev2y ago](https://www.amazon.co.uk/dp/B0CPLZ99Q2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Catrice Plumping Lip Liner moisturizing/hydrating longlasting mattifying colour intense matte (0.35g)**Catrice Cosmetics**£2.32**4.4★**▲ 259%**](https://www.amazon.co.uk/dp/B0CPLZ99Q2) [**Wonderskin Lip Liner Pencil - 360 Contour Lipliner Long Lasting Sharpenable Lip Pencil Waterproof and Transfer-Proof Brown Lip Liner (Saddle)**Wonderskin**£11.60**4.0★**▲ 172%**](https://www.amazon.co.uk/dp/B0CN1D9C6Q) [**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**£2.69**4.5★**▲ 80%**](https://www.amazon.co.uk/dp/B08CG1G7FV) [**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**£1.67**4.2★**▲ 46%**](https://www.amazon.co.uk/dp/B00JQ4FKH4) [**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**£2.86**4.5★**▲ 37%**](https://www.amazon.co.uk/dp/B08CFSS35N)
**~~View all trending →~~**
## **What buyers say about lip liner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**37%
*“Beautiful colour”*
**Quality-Overall**15%
*“Excellent product”*
**Value For Money**9%
*“Good value”*
**Durability**7%
*“stays on all day”*
**Soft Feel**6%
*“Love this, it's so creamy and I've no complaints”*
**Texture/Consistency-Overall**5%
*“Very nice consistency”*
**Ease Of Application**4%
*“Easy to apply”*
**Advertised Vs Actual Product**3%
*“As described great”*
**Suitability Combination Skin**1%
*“Goes on without dragging skin”*
**Color Fading/Discoloration**1%
*“High pigment and long stay, dries so fast”*
### **What buyers complain about **
**Durability**27%
*“Does not last”*
**Color**17%
*“Too dark colour”*
**Value For Money**13%
*“Cheaper ones better”*
**Moist/Dry**7%
*“has a dry consistency”*
**Quality-Overall**4%
*“its cheap”*
**Ease Of Application**2%
*“Breaks easily when applying”*
**Functionality-Overall**2%
*“Doesn't work”*
**Hard Feel**2%
*“Bit too hard for me”*
**Smudge Resistance**1%
*“does smudge quite a bit throughout the day”*
**Advertised Vs Actual Product**1%
*“Didnt do as described”*
### **Top return reasons **
**Color**44%
**Functionality-Overall**9%
**Advertised Vs Actual Product**7%
**Durability**7%
**Stain Resistance**4%
**Moist/Dry**4%
**Quality-Overall**3%
**Defective Material/Parts**3%
**Product Condition**3%
**Texture/Consistency-Overall**2%
## **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.
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