Is blur stick profitable to sell on Amazon United States?

The niche generates $56K/yr across 9 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.7%. Flapen's verdict: Skip it (44/100).

How competitive is the blur stick niche?

8 brands and 36 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in blur stick?

Top complaints mined from reviews: Size-Overall, Value For Money, Moist/Dry. The return rate is 0.6%.

When does demand for blur stick peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the blur stick niche?

Listings span $4.64–$24.60; the average listing price is $10.40 (sweet spot $15–$100). The average incumbent carries 1,685 reviews — the moat a new listing must climb.

blur stick

Skip it

A concentrated shelf (top 5 take 84% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Conversion

Incredible12.9%

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

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,684.78

avg incumbent reviews — the moat a new listing must climb

Price range

Okay$4.64–$24.60

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

Avg price

Okay$10.40

avg listing price — sweet spot $15–$100

Brand share

Okay89%

top-5 brand share — brands hold most of the demand

Growth

Bad-8.7%

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

Market size

Bad$56K

$56K/yr · 42K searches

Competition

Bad84%

top-5 click share — a locked-up shelf

According to Flapen's Amazon United States niche tracking, blur stick is a $56K/yr Amazon United States market (42K searches/yr). The top 5 brands hold 89% of demand. Verdict: Skip it — 44/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

blur stick market data

Units sold / yr: 3K–3K; avg 250–500/product
Revenue / yr: $26K–$31K; units × avg price
Conversion rate: 12.9%
Avg BSR: #189
Page quality: 0%
Prime: 100%
Sponsored: 67%
Out of stock: 4.6%
Avg brand age: 57 months
Avg seller age: 133 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 rising

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

e.l.f.65%
wet n wild10%
Milani5%
Generic5%
Essence Cosmetics4%
SHEGLAM4%
Open — no brand owns it (2 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — -8.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top blur stick search terms

blur stick14K/yr -24.9%1.8% conv.
primer stick9K/yr -18.1%2.7% conv.
elf primer stick5K/yr +6.5%11.8% conv.
elf stay cool primer stick5K/yr +28.1%15.1% conv.
elf cooling stick3K/yr +2.9%10.6% conv.
revolution pro blur stick2K/yr -15.3%0.6% conv.
nudestix blot and blur matte stick1K/yr +123.5%1.3% conv.
blur stick primer1K/yr -18.3%1.6% conv.
elf cooling primer stick1K/yr +47.0%15.6% conv.

All search terms

Top blur stick 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 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

e.l.f. Stay Cool Primer Stick Hydrating Gel Primer Preps Skin For Makeup Imparts A Cooling Feel Infused With Aloe Water Vegan & Cruelty-Free

e.l.f.$7.584.5★1,615 rev

wet n wild Cooling Hydra De-Puffer Soothing Face Makeup Primer Stick with Vitamin E & Caffeine Instant Skin Refreshments for All Skin Types and Complexions Vegan & Cruelty-Free

wet n wild$4.904.2★1,519 rev

Milani Instant Touch-Up Blur Stick (0.18 Ounce) Transparent Primer Stick to Blur Fine Lines Absorb Oil & Extend Makeup Wear

Milani$11.133.8★647 rev

wet n wild Impossible Primer Stick Enriched with Gooseberry & Jeju Blossom for a Brightening Durable Makeup Base Vegan & Cruelty-Free

wet n wild$6.864.3★4,135 rev

Blur Pore Stick Blurring Makeup Makeup Primer Blur Primer

Generic$17.924.2★3 rev

Newest

by launch date

tarte shape tape blur concealer stick - Full Coverage Crease-Proof Makeup Diamond-Shaped Precision Tip for Instant Eye Lift Effect 50% Skin-loving Ingredients Vegan & Cruelty-Free full size 22N

tarte$24.60645 rev

4mo ago

SHEGLAM Pore Eraser Blurring Stick Primer Smooth Skin for Perfect Makeup

SHEGLAM$7.8419 rev

6mo ago

Blur Pore Stick Blurring Makeup Makeup Primer Blur Primer

Generic$17.923 rev

6mo ago

essence | Jelly Grip Under Eye Primer Stick | Hydrates Cools & Grips for a Crease-Free Finish | Infused with Hyaluronic Acid and Panthenol | Vegan & Cruelty Free

Essence Cosmetics$4.642,432 rev

1y ago

e.l.f. Stay Cool Primer Stick Hydrating Gel Primer Preps Skin For Makeup Imparts A Cooling Feel Infused With Aloe Water Vegan & Cruelty-Free

e.l.f.$7.581,615 rev

2y ago

What buyers say about blur stick

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

What buyers love

Value For Money11%

“Great price”

Moist/Dry11%

“provides wonderful moisturizing effect”

Soft Feel10%

“Smooth Application”

Quality-Overall9%

“It performs beautifully”

Coverage6%

“Smooth even coverage”

Suitability Dry Skin5%

“However, it does a great job keeping very dry skin under your eyes moist while the primer smooths and blurs out the lines and allows your concealer to look smooth even 24 hours later”

Suitability Combination Skin5%

“Works on mature skin”

Adhesion/Stickiness3%

“I love the stick idea”

Advertised Vs Actual Product3%

“Works as described”

Ease Of Use3%

“Its blends easy”

What buyers complain about

Size-Overall12%

“Its a small test tube size”

Value For Money7%

“Huge waste of money”

Moist/Dry7%

“doesn't hydrate like I thought it would”

Wrinkles5%

“Kind of made my eye wrinkles stand out when it dried”

Skin Health4%

“irritating to skin”

Functionality-Overall3%

“doesnt help with this product”

Suitability Combination Skin3%

“Not for My Mature Skin”

Smell3%

“Smells very chemically”

Allergies2%

“Skin irritation”

Coverage2%

“Not Full Coverage”

Top return reasons

Color21%

Functionality-Overall14%

Advertised Vs Actual Product9%

Adhesion/Stickiness8%

Coverage7%

Moist/Dry6%

Size-Overall5%

Defective Material/Parts4%

Texture/Consistency-Overall4%

Product Condition2%

Common questions

Is blur stick profitable to sell on Amazon United States?: The niche generates $56K/yr across 9 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -8.7%. Flapen's verdict: Skip it (44/100).
How competitive is the blur stick niche?: 8 brands and 36 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 89% of demand.
What do buyers complain about in blur stick?: Top complaints mined from reviews: Size-Overall, Value For Money, Moist/Dry. The return rate is 0.6%.
When does demand for blur stick peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the blur stick niche?: Listings span $4.64–$24.60; the average listing price is $10.40 (sweet spot $15–$100). The average incumbent carries 1,685 reviews — the moat a new listing must climb.