---
title: "Lipstick — £286K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/lipstick"
last_updated: "2026-08-05T18:14:03.726Z"
locale: en
meta:
description: "Niche score 48/100 · £286K/yr market · 2.3M searches/yr · £5.09 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £286K/yr market · 2.3M searches/yr · £5.09 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Lipstick — £286K/yr Amazon UK Niche (2026) - Flapen"
---
# **lipstick**
**Skip it**
Prices mostly outside the sweet spot ($2.59–$15.48) — this niche doesn't clear our bar today.
Market size 50Growth 21Conversion 31Competition 80Returns 99Price range 4Avg price 14Brand share 38Review moat 21Quality gap 70
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****36%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£286K**
£286K/yr · 2.3M searches
**Brand share**
**Okay****82%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****2.5%**
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**
**Bad****11,222.9**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£5.09**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£2.59–£15.48**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
70K50KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/beauty/lipstick/trend)
## **Top lipstick search terms**
- **lipstick**949K/yr-4.5%1.3% conv. - **lipstick long lasting**192K/yr-5.0%1.1% conv. - **rimmel lipstick**153K/yr-4.7%1.6% conv. - **nude lipstick**136K/yr-16.9%2.3% conv. - **revlon lipsticks**109K/yr-24.0%1.0% conv. - **long lasting lipstick**77K/yr+6.9%1.0% conv. - **lipsticks**91K/yr-3.9%0.8% conv. - **lipsticks for older women**79K/yr-17.8%2.6% conv. - **matte lipstick**82K/yr-12.5%0.7% conv. - **max factor lipstick**62K/yr-5.6%1.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/lipstick/search-terms)
## **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.
0%5%£14K10%£29K15%£43K20%£57K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Rimmel Lasting Finish Lipstick 066 Heather Shimmer Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment**Rimmel**£4.00**4.5★29,141 rev](https://www.amazon.co.uk/dp/B0047X594I) [2**Max Factor Lipfinity Long-Lasting Two Step Lipstick - 016 Glowing Pink 4.2g**Max Factor**£6.12**4.6★14,912 rev](https://www.amazon.co.uk/dp/B000OC0QDU) [3**Rimmel Lasting Finish Lipstick 206 Pink-Key-Promise Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment**Rimmel**£4.28**4.5★29,141 rev](https://www.amazon.co.uk/dp/B0047X59DE) [4**Revlon Super Lustrous Lipstick 4.2 g Number 420 Blushed**Revlon**£4.08**4.4★17,400 rev](https://www.amazon.co.uk/dp/B000YDMO7U) [5**Max Factor Colour Elixir Lipstick with Vitamin E Shade Dusky Rose 095**Max Factor**£4.52**4.5★9,564 rev](https://www.amazon.co.uk/dp/B07V7XWFZB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**MUA Makeup Academy Creamy Matte Lipstick Heartfelt (Nude) Highly Pigmented - Vegan & Cruelty Free (Pack of 1)**MUA**£2.82**182 rev1y ago](https://www.amazon.co.uk/dp/B0DS8RCPV5) [**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**£4.17**212 rev1y ago](https://www.amazon.co.uk/dp/B0DRFJ7KTR) [**MUA Makeup Academy Creamy Matte Lipstick Super Nude (Nude) Highly Pigmented - Vegan & Cruelty Free (Pack of 1)**MUA**£2.84**182 rev1y ago](https://www.amazon.co.uk/dp/B0DS92FTRB) [**Rimmel Lasting Finish Lipstick 290 Sunset Rose Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment**Rimmel**£4.08**29,141 rev2y ago](https://www.amazon.co.uk/dp/B0D7HZGRY1) [**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**£6.35**3,404 rev2y ago](https://www.amazon.co.uk/dp/B0BXSXJSHP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Maybelline Color Sensational Lipstick - 133 Almond Hustle**Maybelline**£3.67**4.4★**▲ 272%**](https://www.amazon.co.uk/dp/B0816PFY31) [**LOréal Paris Color Riche Satin Smooth Lipstick Moisturising Pure Pigment Lip Colour With Omega 3 & Vitamin E 118 French Made**L'Oreal Paris**£5.80**4.3★**▲ 267%**](https://www.amazon.co.uk/dp/B08PFKXMRN) [**Rimmel Lasting Finish Lipstick 290 Sunset Rose Creamy Satin Finish Long Lasting 8 HR Wear Comfortable Formula Rich Pigment**Rimmel**£4.08**4.5★**▲ 199%**](https://www.amazon.co.uk/dp/B0D7HZGRY1) [**Super Lustrous Lipstick by Revlon 430 Soft Silver Rose**Revlon**£4.35**4.4★**▲ 184%**](https://www.amazon.co.uk/dp/B0000531XK) [**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**£6.35**4.4★**▲ 156%**](https://www.amazon.co.uk/dp/B0BXSXJSHP)
**~~View all trending →~~**
## **What buyers say about lipstick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**43%
*“vibrant colour”*
**Value For Money**12%
*“Excellent price”*
**Quality-Overall**7%
*“A good quality lipstick at a decent price”*
**Soft Feel**4%
*“creamy soft”*
**Moist/Dry**4%
*“it moisturizes”*
**Durability**3%
*“stays on well”*
**Advertised Vs Actual Product**3%
*“Item as described”*
**Texture/Consistency-Overall**3%
*“smooth texture”*
**Ease Of Application**3%
*“Applies well”*
**Ease Of Use**2%
*“It goes on easy”*
### **What buyers complain about **
**Color**23%
*“Colour not as expected”*
**Durability**11%
*“not lasting”*
**Moist/Dry**8%
*“almost like dried”*
**Value For Money**6%
*“a bit costly”*
**Size-Overall**5%
*“However the top is very loose”*
**Smell**4%
*“Strong smell”*
**Quality-Overall**4%
*“Bad quality”*
**Advertised Vs Actual Product**4%
*“Not as advertised”*
**Adhesion/Stickiness**4%
*“Now left with a sticky mess on two sides”*
**Natural Resource Wastage**2%
*“Waste of money”*
### **Top return reasons **
**Color**60%
**Product Condition**6%
**Advertised Vs Actual Product**5%
**Moist/Dry**4%
**Quality-Overall**4%
**Functionality-Overall**4%
**Defective Material/Parts**3%
**Adhesion/Stickiness**2%
**Durability**2%
**Ease Of Use**1%
## **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.
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