Is lip primer profitable to sell on Amazon United Kingdom?

The niche generates £234K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -38.6%. Flapen's verdict: Skip it (42/100).

How competitive is the lip primer niche?

3 brands and 107 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in lip primer?

Top complaints mined from reviews: Value For Money, Smell, Moist/Dry. The return rate is 0.2%.

When does demand for lip primer peak?

Demand peaks in Feb–Dec; the busiest month runs 2.8× the quietest.

What does it cost to enter the lip primer niche?

Listings span £5.13–£18.70; the average listing price is £11.81 (sweet spot $15–$100). The average incumbent carries 2,915 reviews — the moat a new listing must climb.

lip primer

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Conversion

Incredible13.4%

search→purchase rate — share of searches ending in a sale

Avg price

Okay£11.81

avg listing price — sweet spot $15–$100

Market size

Okay£234K

£234K/yr · 148K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,915.33

avg incumbent reviews — the moat a new listing must climb

Competition

Okay64%

top-5 click share — leaders hold, buyers still browse

Price range

Okay£5.13–£18.70

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Bad-38.6%

90-day search growth — must beat 0% to launch

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, lip primer is a £234K/yr Amazon United Kingdom market (148K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb–Dec. Verdict: Skip it — 42/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

lip primer market data

Units sold / yr: 20K–25K; avg 1,250–1,500/product
Revenue / yr: £236K–£295K; units × avg price
Conversion rate: 13.4%
Avg BSR: #170
Page quality: 0%
Prime: 94%
Sponsored: 33%
Out of stock: 0.0%
Avg brand age: 49 months
Avg seller age: 150 days

Competition & brand share

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 flat

Sellers

107

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

64%

Top 20: 100%

Open market

Elizabeth Arden82%
E4511%
Clinique7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -38.6% search growth over the last 90 days.

Peak months: Feb, Dec · busiest ÷ quietest = 2.8×

Open Trend

Top lip primer search terms

elizabeth arden lip balm81K/yr -44.9%12.8% conv.
e45 lip balm13K/yr -30.3%14.2% conv.
clinique lip balm12K/yr -21.4%4.3% conv.
elizabeth arden 8 hour lip balm7K/yr -20.5%11.1% conv.
lip hydration6K/yr -34.5%0.3% conv.
lip conditioner7K/yr -30.5%0.9% conv.
elizabeth arden lip6K/yr -35.7%7.9% conv.
clinique lip5K/yr +0.6%4.3% conv.
e45 lip and dry skin balm5K/yr -47.9%16.6% conv.
elizabeth arden 8 hour cream lip balm5K/yr -35.3%12.1% conv.

All search terms

Top lip primer 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.

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

All 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Elizabeth Arden Eight Hour Cream Lip Protectant Lip Balm Stick SPF15 3.7g for Nourished Hydrated Smooth Lips Travel-Friendly Unisex

Elizabeth Arden£10.094.5★6,229 rev

Elizabeth Arden Eight Hour Cream Nourishing Lip Balm SPF 20 14.8ml Long-lasting Moisture & Conditioning Sun Protection for Dry Lips Unisex

Elizabeth Arden£11.244.6★1,445 rev

E45 Lips & Dry Skin Lip Balm - Moisturising Natural Lip Balm for Dry & Cracked Lips and Skin - Hydrating and Nourishing Lips Balm with Vitamin E - E45 Cream Lipbalm for Chapped Lips - 30ml

E45£5.134.5★1,127 rev

Elizabeth Arden Eight Hour Cream Intensive Lip Repair Balm for Dry & Chapped Lips 11.6ml Long-lasting Moisture & Conditioning for Dry Lips Unisex

Elizabeth Arden£9.064.5★3,382 rev

Eight Hour Cream Lip Protectant Stick Sheer Tint Sunscreen SPF 15 Honey 3.7g

Elizabeth Arden£11.654.4★643 rev

Newest

by launch date

Clinique Chubby Stick Tinted Lip Color Balm | Moisturising + Hydrating 3 g

Clinique£14.671,489 rev

5mo ago

Elizabeth Arden Eight Hour Cream Lip Protectant Stick SPF 15 Super Hero Limited Edition (3.7g) nourishing lip balm dry lips

Elizabeth Arden£11.4260 rev

2y ago

E45 Lips & Dry Skin Lip Balm - Moisturising Natural Lip Balm for Dry & Cracked Lips and Skin - Hydrating and Nourishing Lips Balm with Vitamin E - E45 Cream Lipbalm for Chapped Lips - 30ml

E45£5.131,127 rev

3y ago

E45 Protecting Lip Balm - nourishing and softening balm for dry and chapped lips - SPF30 for all-year-round high UVA/UVA Protection - 10ml

E45£5.7316 rev

3y ago

Elizabeth Arden Eight Hour Cream Intensive Lip Repair Balm 11.6 ml

Elizabeth Arden£16.5385 rev

5y ago

What buyers say about lip primer

What buyers praise and complain about, mined from review topics.

What buyers love

Moist/Dry22%

“It's super hydrating”

Quality-Overall18%

“excellent product very rich and long lasting”

Color14%

“Lovely colour”

Value For Money11%

“Great price”

Soft Feel6%

“Lips are soft”

Smell3%

“There is a fragrance - anyone who uses Elizabeth Arden handcream will recognise it straight away - sort of floral”

Texture/Consistency-Overall2%

“this is a great consistency”

Durability2%

“Love that its buildable”

Ease Of Use2%

“Perfect for everyday use”

Suitability Dry Skin1%

“Its simple, effective, and really reliable for everyday dry skin issues”

What buyers complain about

Value For Money18%

“Expensive”

Smell10%

“This product smells and tastes (!) very heavily like petroleum / gasoline”

Moist/Dry8%

“It seems like more dry after use”

Durability7%

“It breaks”

Adhesion/Stickiness6%

“is much stickier so less pleasant”

Color6%

“barely any colour”

Allergies4%

“Even sensitive skin products can irritate my skin”

Texture/Consistency-Overall3%

“However, the latest delivery has a nasty grainy texture”

Thickness2%

“The balm is like a very thick petroleum jelly”

Quality-Overall2%

“honestly, the quality is very disappointing”

Top return reasons

Color29%

Smell18%

Functionality-Overall13%

Defective Material/Parts10%

Product Condition7%