Is contour stick profitable to sell on Amazon United States?

The niche generates $1.6M/yr across 43 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -5.0%. Flapen's verdict: Worth a look (60/100).

How competitive is the contour stick niche?

19 brands and 86 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 68% of demand.

What do buyers complain about in contour stick?

Top complaints mined from reviews: Color, Durability, Smell. The return rate is 1.4%.

When does demand for contour stick peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the contour stick niche?

Listings span $4.44–$36.00; the average listing price is $10.62 (sweet spot $15–$100). The average incumbent carries 9,605 reviews — the moat a new listing must climb.

contour stick

Worth a look

Shows a $1.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Great$1.6M

$1.6M/yr · 4.6M searches

Returns

Great1.4%

return rate — above 5% kills the launch gate

Competition

Great36%

top-5 click share — an open shelf

Price range

Good$4.44–$36.00

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Good68%

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

Conversion

Okay3.3%

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

Avg price

Okay$10.62

avg listing price — sweet spot $15–$100

Growth

Bad-5.0%

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

Review moat

Bad9,604.77

avg incumbent reviews — the moat a new listing must climb

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, contour stick is a $1.6M/yr Amazon United States market (4.6M searches/yr). The top 5 brands hold 68% of demand. Verdict: Worth a look — 60/100.

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

contour stick market data

Units sold / yr: 150K–200K; avg 2,500–3,000/product
Revenue / yr: $1.6M–$2.1M; units × avg price
Conversion rate: 3.3%
Avg BSR: #45
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 1.3%
Avg brand age: 49 months
Avg seller age: 130 days

Competition & brand share

Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.

Brands

19 falling

Sellers

Top-5 brand share

68%

Top 20: 100%

Top-5 click share

36%

Top 20: 76%

Open market

25%

wet n wild20%
e.l.f.19%
SHEGLAM15%
ColourPop8%
NYX PROFESSIONAL MAKEUP7%
L'Oreal Paris7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top contour stick search terms

contour stick1.7M/yr -15.6%3.0% conv.
contour968K/yr -2.6%1.7% conv.
bronzer stick649K/yr +2.6%3.0% conv.
cream bronzer355K/yr +9.7%1.8% conv.
cream contour147K/yr -9.7%1.6% conv.
liquid contour107K/yr -17.1%2.5% conv.
contorno70K/yr +4.8%1.0% conv.
elf bronzer stick34K/yr +225.0%2.4% conv.
contorno maquillaje62K/yr +5.8%1.3% conv.
cream bronzer stick57K/yr -0.7%2.5% conv.

All search terms

Top contour 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

wet n wild MegaGlo Makeup Stick Buildable Color Versatile Use Cruelty-Free & Vegan - Wheres Walnut?

wet n wild$4.444.3★40,209 rev

SHEGLAM Sun Sculpt Cool Toned Liquid Contour Stick Long Lasting Cream Bronzer Makeup - 01 Soft Tan

SHEGLAM$6.554.4★10,872 rev

e.l.f. Halo Glow Contour Beauty Wand Liquid Contour Wand For A Naturally Sculpted Look Buildable Formula Vegan & Cruelty-free Fair/Light

e.l.f.$9.054.5★8,930 rev

ColourPop Cream Bronzer Stick - Blendable Cream Contour & Glowy Summer Makeup with a Natural Matte Finish - Buildable Formula for Shimmer-Free Sun-Kissed Warmth - Laguna Beach (0.28 oz)

ColourPop$9.664.6★851 rev

NYX PROFESSIONAL MAKEUP Wonder Stick Face Shaping & Contouring Stick - Fair

NYX PROFESSIONAL MAKEUP$12.544.3★36,290 rev

Newest

by launch date

e.l.f. Soft Glam Cream Bronzer Stick Buildable Cream Bronzer for A Long-Lasting Sculpted Glow & Satin Finish Twist-Up Design Vegan & Cruelty-Free Light-Medium

e.l.f.$6.77122 rev

1mo ago

e.l.f. Soft Glam Cream Bronzer Stick Buildable Cream Bronzer for A Long-Lasting Sculpted Glow & Satin Finish Twist-Up Design Vegan & Cruelty-Free Medium

e.l.f.$6.76122 rev

1mo ago

LOreal Paris Lumi Bronze Le Stick Soleil Bronzer Stick Cream-To-Powder Bronzer For A Sunkissed Face Makeup Glow 110 Toasted Sunlight

L'Oreal Paris$12.591,069 rev

8mo ago

LOreal Paris Lumi Bronze Le Stick Soleil Bronzer Stick Cream-To-Powder Bronzer For A Sunkissed Face Makeup Glow 100 Sunkissed Ros

L'Oreal Paris$10.261,069 rev

8mo ago

Contour Highlighter Stick2-in-1 Dual-Ended Cream Bronzer & Highlighter Sticks Pen for Face Body Contouring Makeup- BuildableWaterproof Easy to Apply Suitable for Beginners01Nuetral Nude + Beige

Anwuozu$7.02233 rev

10mo ago

What buyers say about contour stick

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

What buyers love

Color23%

“Color is as described”

Quality-Overall10%

“Amazing quality”

Suitability Combination Skin9%

“Love this product matches my skin”

Value For Money9%

“reasonable price”

Soft Feel8%

“Goes on smooth”

Ease Of Use4%

“Blends easy”

Ease Of Application4%

“Flawless application”

Texture/Consistency-Overall3%

“Nice texture and color”

Brightness/Shine/Glow3%

“Perfect for a Natural Glow”

Durability2%

“Smooth and lasting”

What buyers complain about

Color27%

“Wrong color”

Durability5%

“it broke very easily”

Smell5%

“It has some weird smell”

Value For Money4%

“Not worth the price”

Quality-Overall4%

“waste of money for quality that was sent”

Moist/Dry3%

“Too dry”

Texture/Consistency-Overall3%

“Not creamy and smooth”

Size-Overall3%

“Its a small tube”

Functionality-Overall3%

“Non effective”

Ease Of Application2%

“was difficult to apply evenly”

Top return reasons

Color52%

Adhesion/Stickiness11%

Advertised Vs Actual Product8%

Defective Material/Parts3%

Functionality-Overall3%

Product Condition3%

Texture/Consistency-Overall2%

Weight Light2%

Smell2%

Size-Overall2%

Common questions

Is contour stick profitable to sell on Amazon United States?: The niche generates $1.6M/yr across 43 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -5.0%. Flapen's verdict: Worth a look (60/100).
How competitive is the contour stick niche?: 19 brands and 86 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 68% of demand.
What do buyers complain about in contour stick?: Top complaints mined from reviews: Color, Durability, Smell. The return rate is 1.4%.
When does demand for contour stick peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the contour stick niche?: Listings span $4.44–$36.00; the average listing price is $10.62 (sweet spot $15–$100). The average incumbent carries 9,605 reviews — the moat a new listing must climb.