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Chapstick

Maybe

Shoppers spend an estimated $16.1M a year here. But demand is soft, at -22.1% this quarter, so Chapstick is a Maybe.

Flapen Score
61
61 / 100Top 7% of 10,978 Beauty & Personal Care niches · +13 vs the category median of 48
Market size
$16.1M/yr21.0M searches / yr
90-day growth
-22.1%search demand this quarter
Competition
32%top-5 click share · 25 brands · 183 sellers

Flapen Score

Chapstick against its category

The dotted line is the Beauty & Personal Care average. Past it, Chapstick is stronger. Inside it, weaker.

61Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average
See the method

Market

The Chapstick market on Amazon at a glance

Shoppers on Amazon United States searched for Chapstick 21.0M times last year and spent an estimated $16.1M. The top 5 brands take 65% of clicks. Demand peaks in Nov–Dec. Flapen scores it 61 out of 100, a Maybe.

01 · Demand

An estimated 7.6% of those searches ended in a purchase.

Shoppers searched for this 21.0M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 7.6% of those searches ended in a purchase. Searches in the last 90 days moved -22.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $16.1M a year.

Searches, last 12 months
21.0M
Growth, 90 days vs prior 90
-22.1%
Conversion, latest week
7.6%
Market size, estimated
$16.1Ma year
Peak month
December3.5× the quietest month
Top search term
lip balm7.1M searches a year

02 · Price

A sale here is worth $10.15.

Listings sell for $10.15 on average, from $2.67 to $27.11. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 15,000 to 20,000 of them. At $10.15 that is $152K to $203K a year per listing.

Average price
$10.15under the $15 to $100 sweet spot
Price range
$2.67–$27.11
Amazon United States median price
$24.38across 115,062 niches
Units sold a year
1,000,000 or moreAmazon's top range
Units per listing a year
15,000–20,000
Revenue per listing a year
$152K–$203K
Returns
0.4%of orders · Amazon United States median 2.1%

03 · Entry bar

The bar here is reviews.

79% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.4% of listings are out of stock. The average listing ranks #69 within Lip Care. It carries 18,079 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
100%
Out of stock, average day
0.4%
Average rank
#69in Lip Care
Average rating
4.64 starsAmazon United States average 4.42 stars
Average reviews
18,079per listing
Listings tracked
52

04 · Newcomers

6 of last year's 6 launches cleared the first-year sales bar.

6 products launched here in the last 12 months. 6 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 52 months on average, so the names here are settling in.

Launched, last 12 months
6
Successful launches
6Amazon's first-year sales bar
Average brand age
52 months

Products

Top Chapstick products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

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Competition

Competition: brands, sellers & click share

The top 5 products take only 32% of clicks. 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%

  • Brand 129%
  • Brand 215%
  • Brand 39%
  • Brand 48%
  • Brand 54%
  • Brand 64%

Demand

Chapstick search demand

Weekly searches over the year, seasonality beneath. Pick a range.

1.0M600KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 3.5×

Search terms

Top Chapstick search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about Chapstick

We read the reviews and the return reasons for every product selling here.

20%of positive reviews mention “Moist/Dry”
16%of negative reviews mention “Moist/Dry”
0.4%of orders come back
“Does not moisturize”
A buyer, on “Moist/Dry”16% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

16 topics

NegativePositive

Keep looking

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FAQ

Common Chapstick questions

Answered from the same tracked data.