vanilla lip balm
Skip itA small market ($35K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Good4.0%search→purchase rate — share of searches ending in a sale
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad6,001.9avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.63avg listing price — sweet spot $15–$100
Price range
Bad£1.77–£17.46cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad94%top-5 brand share — brand-locked demand
Growth
Bad-25.6%90-day search growth — must beat 0% to launch
Market size
Bad£35K£35K/yr · 113K searches
According to Flapen's Amazon United Kingdom niche tracking, vanilla lip balm is a £35K/yr Amazon United Kingdom market (113K searches/yr). The top 5 brands hold 94% of demand. Verdict: Skip it — 32/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
vanilla lip balm market data
- Units sold / yr
- 5K–6K
- avg 250–500/product
- Revenue / yr
- £38K–£46K
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #513
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 62%
- Out of stock
- 0.0%
- Avg brand age
- 42 months
- Avg seller age
- 159 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
47
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
60%
Top 20: 99%
Open market
4%
- eos83%
- Starface World3%
- Burt's Bees3%
- Carmex3%
- e.l.f.2%
- LuxPaks2%
- Open — no brand owns it (3 brands, 4%)
Demand
Weekly Amazon search volume, last 31 weeks — -25.6% search growth over the last 90 days.Top vanilla lip balm search terms
- eos lip balm52K/yr
- vanilla lip balm18K/yr
- lip balm eos4K/yr
- eos lip balms30K/yr
- lip balm vanilla4K/yr
- eos lip balm ball5K/yr
Top vanilla lip balm 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
EOS Smooth Sphere Lip Balm 0.25 Ounce Strawberry Sorbet
eos£7.024.5★10,778 rev
EOS 100% Natural & Organic Lip Balm Sticks Variety Pack- Strawberry Sorbet Pomegranate Raspberry Sweet Mint & Vanilla Bean 4g 4-Pack Clear 1 Count
eos£12.774.8★1,432 rev
eos Natural Shea Lip Balm Honey Apple Coconut Milk & Raspberry Kiwi Splash All-Day Moisture Lip Care Products 0.14 oz Pack of 3
eos£11.194.8★549 rev
EOS LIP BALM VANILLA BEAN (2PACK)
eos£6.744.5★16,608 rev
eos Super Soft Shea Stick Lip Balm Coconut Milk and Pineapple Passionfruit Deeply Hydrates and Seals in Moisture Sustainably-Sourced Ingredients
eos£7.074.6★4,346 rev
Newest
by launch date
Starface Star Balm Very Vanilla Hydrating Lip Moisturizer with Shea Butter Cocoa Butter and Coconut Oil Dreamy Vanilla Flavor (0.15 oz)
Starface World£4.89310 rev
Luxpaks Wipe Compatible with E.O.S Vanilla Cashmere Lip Butter - Hydrating Lip Balm for Soft Lips 0.35 fl oz
LuxPaks£15.342 rev
eos 24H Moisture Super Balm - Marshmallow Fluff Lip mask Moisturizing Lip Treatment Limited-Edition Skincare 0.35 fl oz
eos£8.941,635 rev
eos Natural Shea Lip Balm Honey Apple Coconut Milk & Raspberry Kiwi Splash All-Day Moisture Lip Care Products 0.14 oz Pack of 3
eos£11.19549 rev
eos 100% Natural & Organic Lip Balm Trio - Vanilla Bean Sweet Mint and Strawberry Sorbet Made for Sensitive Skin Lip Care Products 4g Pack of 3
eos£11.97994 rev
Trending
90-day click momentumLuxpaks Wipe Compatible with E.O.S Vanilla Cashmere Lip Butter - Hydrating Lip Balm for Soft Lips 0.35 fl oz
LuxPaks£15.345.0★
Starface Star Balm Very Vanilla Hydrating Lip Moisturizer with Shea Butter Cocoa Butter and Coconut Oil Dreamy Vanilla Flavor (0.15 oz)
Starface World£4.894.4★
eos 24H Moisture Super Balm - Marshmallow Fluff Lip mask Moisturizing Lip Treatment Limited-Edition Skincare 0.35 fl oz
eos£8.944.6★
Eos Lip Repair Lip Balm
eos£8.594.6★
eos 100% Natural & Organic Lip Balm Trio - Vanilla Bean Sweet Mint and Strawberry Sorbet Made for Sensitive Skin Lip Care Products 4g Pack of 3
eos£11.974.7★
What buyers say about vanilla lip balm
What buyers praise and complain about, mined from review topics.What buyers love
“Its gorgeously scented”
“Moisturizing, smells nice”
“Worth it”
“Soft and creamy with a pleasant taste”
“Good quality”
“This is perfect for dry lips especially during cold weather”
“Love it, used for years”
“Bought for the design”
“and cute, perfect compact size”
“It's organic and hydrating”
What buyers complain about
“hard to squeeze out”
“Waste of money”
“smells disgusting”
“smaller than expected”
“Its thick hard to squeeze out”
“I found that it didnt really hydrate dry lips”
“Tube was half empty, product is really thick so hard to dispense and apply”
“Odd taste”
“every time I wear this my lips end up burnt”
“the time feels virtually empty”
Top return reasons
Common questions
- Is vanilla lip balm profitable to sell on Amazon United Kingdom?
- The niche generates £35K/yr across 21 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -25.6%. Flapen's verdict: Skip it (32/100).
- How competitive is the vanilla lip balm niche?
- 9 brands and 47 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in vanilla lip balm?
- Top complaints mined from reviews: Ease Of Use, Value For Money, Smell. The return rate is 0.0%.
- What does it cost to enter the vanilla lip balm niche?
- Listings span £1.77–£17.46; the average listing price is £7.63 (sweet spot $15–$100). The average incumbent carries 6,002 reviews — the moat a new listing must climb.