How competitive is the Lip Mask niche on Amazon United Kingdom?

12 brands and 68 sellers compete in Lip Mask on Amazon United Kingdom. The top 5 Lip Mask products take 49% of clicks and its top 5 brands hold 87% of demand.

What do buyers complain about in Lip Mask?

Lip Mask buyers on Amazon United Kingdom complain most about Value For Money, Moist/Dry, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Lip Mask niche?

Lip Mask sells for £14.76 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £4.81–£36.88. The average incumbent carries 3,041 reviews — the moat a new listing must climb.

Lip Mask

Lip Mask shows low returns (0.1%), but soft demand (-25.5% this quarter) keeps it on the watch list.

Flapen Score

Worth a look

Top 22% of 2,481 Beauty niches · +6 vs the category median of 47

This niche Category average · 2,481 niches

Is Lip Mask profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Lip Mask is a £729K/yr Amazon United Kingdom market (1.2M searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 53/100.

Lip Mask: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -25.5% over the last 90 days and 4.0% of searches end in a purchase.

£729K

revenue / yr

Units sold / yr40K

Search volume / yr-25.5%1.2M

Conversion rate4.0%

Avg price£14.76

Who owns the niche?

The top 5 brands hold 87% of demand, so 13% of the market is open.

13%

open market share

Brands · sellers12 · 68

Top-5 product click share49%

Open market13%

Avg brand age33 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 26 products

Top Lip Mask products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

LANEIGE ORIGINAL | Lip sleep mask - Night mask | 20 grams | by BELLA | (RED FRUIT)

Price: £15.41
Rating: 4.7/5
Reviews: 400
Age: 1y ago

Laneige Lip Glowy Balm - Berry 10g - for Radiant Hydrated Lips

Price: £16.88
Rating: 4.4/5
Reviews: 1,401
Age: 1y ago

Laneige Lip Sleeping Mask Vanilla

Price: £19.16
Rating: 4.6/5
Reviews: 7,118
Age: 9y ago

LANEIGE Lip Sleeping Mask

Price: £28.04
Rating: 4.5/5
Reviews: 1,449
Age: 1y ago

Burts Bees Lip Mask Overnight Lip Treatment Intense Lip Repair with Ceramides & Ultra-Conditioning Oils 7.08g

Price: £4.99
Rating: 4.6/5
Reviews: 10,867
Age: 8y ago

Newest

by launch date

Laneige Lip Balm & Water Sleeping Mask Set (15ml + 3g) Korean Care Lip Mask & Mini Skincare Gift Duo with Applicator & Travel Pouch by Sovio

Price: £14.45
Rating: 3.8/5
Reviews: 21
Age: 8mo ago

Lip Sleeping Mask - Lip Mask Overnight Lip Repair - Lip Moisturiser for Dry Chapped Peeling Cracked Lips Fades Lip Lines Lip Balm for Moisturizing

Price: £6.00
Rating: 4.0/5
Reviews: 7
Age: 9mo ago

The Ordinary PHA 5% Exfoliating Lip Serum Hydrating Overnight Lip Exfoliator Treatment 15ml

Price: £6.16
Rating: 4.4/5
Reviews: 1,252
Age: 9mo ago

MCoBeauty Double Duty Lip Mask - Vanilla Hydrating Overnight Balm

Price: £5.49
Rating: 4.0/5
Reviews: 44
Age: 11mo ago

LANEIGE Mini Lip Glowy Balm Set - Moisturizing and Shiny Lip Balm in 4 Flavors

Price: £36.88
Rating: 4.7/5
Reviews: 1,027
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

49%

Top 20: 90%

Open market

11%

LANEIGE71%
Burt's Bees5%
e.l.f.4%
The Ordinary4%
Ceboic3%
W72%
Open — no brand owns it (6 brands, 11%)

Lip Mask demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.2MCVR4.0%Products26Brands12Top 5 Brands87%OOS Rate3.5%Rating4.4★Reviews3,041Avg BSR#347

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.4×

Top Lip Mask search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

laneige359K/yr -22.3%1.1% conv.
lip mask234K/yr -39.6%3.2% conv.
lip masks57K/yr +193.5%0.7% conv.
laneige lip mask161K/yr -43.7%4.8% conv.
laneige lip balm174K/yr -35.8%2.6% conv.
laneige lip sleeping mask40K/yr -17.5%5.9% conv.
lip mask overnight32K/yr -40.4%3.5% conv.
overnight lip mask19K/yr -25.0%2.8% conv.
laniege19K/yr -16.9%1.8% conv.
laneige lip balm set20K/yr -56.0%1.5% conv.

What reviews say buyers love and hate about Lip Mask

What buyers mention most, as a share of all reviews.

What buyers love

77% of reviews

Moist/Dry19%

“doesn't dry out”

Soft Feel18%

“my skin feels so soft”

Quality-Overall13%

“Decent lip mask”

Smell7%

“Smells amazing”

Value For Money7%

“not expensive”

What buyers complain about

72% of reviews

Value For Money17%

“Overpriced”

Moist/Dry14%

“It doesn't ever really dry as such”

Size-Overall11%

“The package Is small”

Ease Of Application7%

“Poorly made applicator”

Functionality-Overall7%

“Didn't work”

Lip Mask return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

63%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

37%

2Advertised Vs Actual Product

14%

3Defective Material/Parts

4Quality-Overall

5Moist/Dry

Common Lip Mask questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Lip Mask 53/100 on Amazon United Kingdom — Worth a look. The niche generates £729K/yr across 26 tracked products. 2 of 5 products launched in the last 360 days are still selling. Search demand moved -25.5% over the last 90 days.