lipstick
Skip itPrices mostly outside the sweet spot ($2.59–$15.48) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Competition
Great36%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Good£286K£286K/yr · 2.3M searches
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Conversion
Okay2.5%search→purchase rate — share of searches ending in a sale
Growth
Bad-8.2%90-day search growth — must beat 0% to launch
Review moat
Bad11,222.9avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£5.09avg listing price — sweet spot $15–$100
Price range
Bad£2.59–£15.48cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, lipstick is a £286K/yr Amazon United Kingdom market (2.3M searches/yr). The top 5 brands hold 82% of demand. Demand peaks in Dec. Verdict: Skip it — 48/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
lipstick market data
- Units sold / yr
- 60K–80K
- avg 500–750/product
- Revenue / yr
- £305K–£407K
- units × avg price
- Conversion rate
- 2.5%
- Avg BSR
- #33
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 54%
- Out of stock
- 1.9%
- Avg brand age
- 45 months
- Avg seller age
- 148 days
Competition & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
14 falling
Sellers
385
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
36%
Top 20: 71%
Open market
12%
- Rimmel33%
- Max Factor16%
- Revlon16%
- L'Oreal Paris9%
- Maybelline9%
- MUA5%
- Open — no brand owns it (8 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.2% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.6×
Top lipstick search terms
- lipstick949K/yr
- lipstick long lasting192K/yr
- rimmel lipstick153K/yr
- nude lipstick136K/yr
- revlon lipsticks109K/yr
- long lasting lipstick77K/yr
- lipsticks91K/yr
- lipsticks for older women79K/yr
- matte lipstick82K/yr
- max factor lipstick62K/yr
Top lipstick 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
Rimmel Lasting Finish Lipstick 066 Heather Shimmer Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment
Rimmel£4.004.5★29,141 rev
Max Factor Lipfinity Long-Lasting Two Step Lipstick - 016 Glowing Pink 4.2g
Max Factor£6.124.6★14,912 rev
Rimmel Lasting Finish Lipstick 206 Pink-Key-Promise Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment
Rimmel£4.284.5★29,141 rev
Revlon Super Lustrous Lipstick 4.2 g Number 420 Blushed
Revlon£4.084.4★17,400 rev
Max Factor Colour Elixir Lipstick with Vitamin E Shade Dusky Rose 095
Max Factor£4.524.5★9,564 rev
Newest
by launch date
MUA Makeup Academy Creamy Matte Lipstick Heartfelt (Nude) Highly Pigmented - Vegan & Cruelty Free (Pack of 1)
MUA£2.82182 rev
4pcs Plumping Lipstick Set Plumping Lip Gloss Set Tinted Lip Balm Lip Gloss Set Nude Lipstick Sets for Women Lipstick Long Lasting Waterproof Lip Stick Set High Pigmented Lip Balm Makeup Sets
Siyinzu£4.17212 rev
MUA Makeup Academy Creamy Matte Lipstick Super Nude (Nude) Highly Pigmented - Vegan & Cruelty Free (Pack of 1)
MUA£2.84182 rev
Rimmel Lasting Finish Lipstick 290 Sunset Rose Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment
Rimmel£4.0829,141 rev
LOréal Paris Liquid Lipstick Intense Colour Longwear Matte Formula with Hyaluronic Acid Transfer- and Smudge-Resistant Infallible Matte Resistance Shade: 500 Wine Not
L'Oreal Paris£6.353,404 rev
Trending
90-day click momentum
Maybelline Color Sensational Lipstick - 133 Almond Hustle
Maybelline£3.674.4★
LOréal Paris Color Riche Satin Smooth Lipstick Moisturising Pure Pigment Lip Colour With Omega 3 & Vitamin E 118 French Made
L'Oreal Paris£5.804.3★
Rimmel Lasting Finish Lipstick 290 Sunset Rose Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment
Rimmel£4.084.5★
Super Lustrous Lipstick by Revlon 430 Soft Silver Rose
Revlon£4.354.4★
LOréal Paris Liquid Lipstick Intense Colour Longwear Matte Formula with Hyaluronic Acid Transfer- and Smudge-Resistant Infallible Matte Resistance Shade: 500 Wine Not
L'Oreal Paris£6.354.4★
What buyers say about lipstick
What buyers praise and complain about, mined from review topics.What buyers love
“vibrant colour”
“Excellent price”
“A good quality lipstick at a decent price”
“creamy soft”
“it moisturizes”
“stays on well”
“Item as described”
“smooth texture”
“Applies well”
“It goes on easy”
What buyers complain about
“Colour not as expected”
“not lasting”
“almost like dried”
“a bit costly”
“However the top is very loose”
“Strong smell”
“Bad quality”
“Not as advertised”
“Now left with a sticky mess on two sides”
“Waste of money”
Top return reasons
Common questions
- Is lipstick profitable to sell on Amazon United Kingdom?
- The niche generates £286K/yr across 48 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -8.2%. Flapen's verdict: Skip it (48/100).
- How competitive is the lipstick niche?
- 14 brands and 385 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in lipstick?
- Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 0.3%.
- When does demand for lipstick peak?
- Demand peaks in Dec; the busiest month runs 1.6× the quietest.
- What does it cost to enter the lipstick niche?
- Listings span £2.59–£15.48; the average listing price is £5.09 (sweet spot $15–$100). The average incumbent carries 11,223 reviews — the moat a new listing must climb.