---
title: "Contour Stick — $1.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/contour-stick"
last_updated: "2026-08-09T22:18:55.409Z"
locale: en
meta:
description: "Niche score 60/100 · $1.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 60/100 · $1.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Contour Stick — $1.6M/yr Amazon US Niche (2026) - Flapen"
---
# **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 88Growth 22Conversion 41Competition 79Returns 86Price range 67Avg price 38Brand share 61Review moat 22Quality gap 63
**Market size**
**Great****$1.6M**
$1.6M/yr · 4.6M searches
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Competition**
**Great****36%**
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**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****68%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****3.3%**
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**
**Bad****9,604.77**
avg incumbent reviews — the moat a new listing must climb
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**86**
**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.
125K75KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/contour-stick/trend)
## **Top contour stick search terms**
- **contour stick**1.7M/yr-15.6%3.0% conv. - **contour**968K/yr-2.6%1.7% conv. - **bronzer stick**649K/yr+2.6%3.0% conv. - **cream bronzer**355K/yr+9.7%1.8% conv. - **cream contour**147K/yr-9.7%1.6% conv. - **liquid contour**107K/yr-17.1%2.5% conv. - **contorno**70K/yr+4.8%1.0% conv. - **elf bronzer stick**34K/yr+225.0%2.4% conv. - **contorno maquillaje**62K/yr+5.8%1.3% conv. - **cream bronzer stick**57K/yr-0.7%2.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/contour-stick/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.
0%4%$63K8%$126K12%$189K16%$252K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**wet n wild MegaGlo Makeup Stick Buildable Color Versatile Use Cruelty-Free & Vegan - Wheres Walnut?**wet n wild**$4.44**4.3★40,209 rev](https://www.amazon.com/dp/B01MZ7A0OF) [2**SHEGLAM Sun Sculpt Cool Toned Liquid Contour Stick Long Lasting Cream Bronzer Makeup - 01 Soft Tan**SHEGLAM**$6.55**4.4★10,872 rev](https://www.amazon.com/dp/B0B3TTBC7M) [3**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.**$9.05**4.5★8,930 rev](https://www.amazon.com/dp/B0C6CB2H86) [4**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**$9.66**4.6★851 rev](https://www.amazon.com/dp/B0DV92SSHY) [5**NYX PROFESSIONAL MAKEUP Wonder Stick Face Shaping & Contouring Stick - Fair**NYX PROFESSIONAL MAKEUP**$12.54**4.3★36,290 rev](https://www.amazon.com/dp/B002QI6JJA)
**~~View all top sellers →~~**
### **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.**$6.77**122 rev1mo ago](https://www.amazon.com/dp/B0GVGCMTMK) [**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.**$6.76**122 rev1mo ago](https://www.amazon.com/dp/B0GVG4VXZ4) [**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**$12.59**1,069 rev8mo ago](https://www.amazon.com/dp/B0FTQFVVC4) [**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**$10.26**1,069 rev8mo ago](https://www.amazon.com/dp/B0FTQ9NL7Q) [**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**$7.02**233 rev10mo ago](https://www.amazon.com/dp/B0FQ647RPS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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.**$6.76**4.3★**▲ 300%**](https://www.amazon.com/dp/B0GVG4VXZ4) [**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.**$6.77**4.3★**▲ 295%**](https://www.amazon.com/dp/B0GVGCMTMK) [**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**$12.59**4.5★**▲ 146%**](https://www.amazon.com/dp/B0FTQFVVC4) [**CoverGirl Trublend Skin Enhancer Contour Stick Balm 120 Sculpted Vegan Formula Easy to Use Glides on Effortlessly Non-Greasy Doesnt Crease 0.21oz**COVERGIRL**$9.40**4.1★**▲ 99%**](https://www.amazon.com/dp/B0DDLB3P9B) [**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**$7.02**4.1★**▲ 62%**](https://www.amazon.com/dp/B0FQ647RPS)
**~~View all trending →~~**
## **What buyers say about contour stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**23%
*“Color is as described”*
**Quality-Overall**10%
*“Amazing quality”*
**Suitability Combination Skin**9%
*“Love this product matches my skin”*
**Value For Money**9%
*“reasonable price”*
**Soft Feel**8%
*“Goes on smooth”*
**Ease Of Use**4%
*“Blends easy”*
**Ease Of Application**4%
*“Flawless application”*
**Texture/Consistency-Overall**3%
*“Nice texture and color”*
**Brightness/Shine/Glow**3%
*“Perfect for a Natural Glow”*
**Durability**2%
*“Smooth and lasting”*
### **What buyers complain about **
**Color**27%
*“Wrong color”*
**Durability**5%
*“it broke very easily”*
**Smell**5%
*“It has some weird smell”*
**Value For Money**4%
*“Not worth the price”*
**Quality-Overall**4%
*“waste of money for quality that was sent”*
**Moist/Dry**3%
*“Too dry”*
**Texture/Consistency-Overall**3%
*“Not creamy and smooth”*
**Size-Overall**3%
*“Its a small tube”*
**Functionality-Overall**3%
*“Non effective”*
**Ease Of Application**2%
*“was difficult to apply evenly”*
### **Top return reasons **
**Color**52%
**Adhesion/Stickiness**11%
**Advertised Vs Actual Product**8%
**Defective Material/Parts**3%
**Functionality-Overall**3%
**Product Condition**3%
**Texture/Consistency-Overall**2%
**Weight Light**2%
**Smell**2%
**Size-Overall**2%
## **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.
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