chapstick
Worth a lookShows a $16.1M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$16.1M$16.1M/yr · 21.0M searches
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Competition
Great32%top-5 click share — an open shelf
Conversion
Great7.6%search→purchase rate — share of searches ending in a sale
Brand share
Good65%top-5 brand share — brands hold most of the demand
Price range
Good$2.67–$27.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.15avg listing price — sweet spot $15–$100
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad18,078.9avg incumbent reviews — the moat a new listing must climb
Growth
Bad-22.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, chapstick is a $16.1M/yr Amazon United States market (21.0M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 61/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
chapstick market data
- Units sold / yr
- 1.0M–1.0M
- avg 15,000–20,000/product
- Revenue / yr
- $10.2M–$10.2M
- units × avg price
- Conversion rate
- 7.6%
- Avg BSR
- #69
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 79%
- Out of stock
- 0.4%
- Avg brand age
- 52 months
- Avg seller age
- 124 days
Competition & brand share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.Brands
25 falling
Sellers
183
Top-5 brand share
65%
Top 20: 96%
Top-5 click share
32%
Top 20: 65%
Open market
31%
- ChapStick29%
- eos15%
- Burt's Bees9%
- Aquaphor8%
- Vaseline4%
- e.l.f.4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.5×
Top chapstick search terms
- lip balm7.1M/yr
- chapstick6.0M/yr
- chapstick bulk1.3M/yr
- tinted lip balm895K/yr
- lip884K/yr
- lip balm bulk765K/yr
- chap stick688K/yr
- lip balms & moisturizers620K/yr
- lip moisturizer293K/yr
- lip products271K/yr
Top chapstick 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
ChapStick Moisturizer Original Lip Balm Tubes SPF 15 and Skin Protectant - 0.15 Oz (Pack of 3)
ChapStick$3.894.8★10,580 rev
eos 100% Natural Lip Balm - Strawberry Sorbet and Pomegranate Raspberry All-Day Moisture Lip Care Products 0.14 oz 2-Pack
eos$3.804.8★10,689 rev
Aquaphor Lip Repair Ointment Moisturizing Lip Balm Pack Relieves Dryness 0.35 Tube Pack of 2
Aquaphor$8.014.8★15,870 rev
ChapStick Classic Skin Protectant Flavored Lip Balm Tube Cherry Flavor 0.15 Ounce (Pack of 3)
ChapStick$4.024.8★15,976 rev
Burts Bees 100% Natural Moisturizing Lip Balm (Original Beeswax)
Burt's Bees$9.434.8★118,049 rev
Newest
by launch dateeos 100% Natural Lip Balm - Strawberry Sorbet and Pomegranate Raspberry All-Day Moisture Lip Care Products 0.14 oz 2-Pack
eos$3.8010,689 rev
ChapStick Bulk Lip Balm Classic Original 12-Count Lip Moisturizer for Dry Lips 0.15 Oz Ea
ChapStick$20.44257 rev
eos Lip Butter Vanilla Cashmere Peptide Lip Treatment 0.35 oz
eos$6.824,471 rev
ChapStick Moisture + SPF 15 Bulk Lip Balm Sunscreen 12-Pack 0.15 Oz Ea
ChapStick$21.02157 rev
EADEM Le Chouchou Lip Softening Balm Lip Gloss for Women Overnight Hydrating & Moisturizing Luxury Lip Balm 0.5 oz Butter Mochi
EADEM$23.872,636 rev
Trending
90-day click momentumeos 100% Natural Lip Balm - Strawberry Sorbet and Pomegranate Raspberry All-Day Moisture Lip Care Products 0.14 oz 2-Pack
eos$3.804.8★
EADEM Le Chouchou Lip Softening Balm Lip Gloss for Women Overnight Hydrating & Moisturizing Luxury Lip Balm 0.5 oz Butter Mochi
EADEM$23.874.6★
Sun Bum Cocobalm Wild Strawberry - Hydrating Lip Balm with Coconut Oil and Aloe Vera - 0.15 oz Stick
Sun Bum$3.774.5★
eos Natural SPF 15 Lip Balm- Pineapple Coconut Water Resistant Daily Sun Protection & Lip Sunblock 0.14 oz
eos$3.134.0★
ChapStick Bulk Lip Balm Classic Original 12-Count Lip Moisturizer for Dry Lips 0.15 Oz Ea
ChapStick$20.444.9★
What buyers say about chapstick
What buyers praise and complain about, mined from review topics.What buyers love
“Super hydrating”
“Good product, just as described”
“Goes on smooth”
“Delicious smell”
“Great Deal”
“subtle color”
“As described”
“Bought as a gift”
“It stays on and looks amazing”
“Easily applicable”
What buyers complain about
“Does not moisturize”
“Smells weird”
“Kind of expensive”
“Terrible color”
“Broke”
“HUGE”
“Low Quality”
“Not too sticky”
“Irritating”
“Texture is weird”
Top return reasons
Common questions
- Is chapstick profitable to sell on Amazon United States?
- The niche generates $16.1M/yr across 52 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -22.1%. Flapen's verdict: Worth a look (61/100).
- How competitive is the chapstick niche?
- 25 brands and 183 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in chapstick?
- Top complaints mined from reviews: Moist/Dry, Smell, Value For Money. The return rate is 0.4%.
- When does demand for chapstick peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.
- What does it cost to enter the chapstick niche?
- Listings span $2.67–$27.11; the average listing price is $10.15 (sweet spot $15–$100). The average incumbent carries 18,079 reviews — the moat a new listing must climb.