cute lip balm
Skip itSoft demand (-44.7% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Price range
Great$4.74–$52.81cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Avg price
Okay$11.50avg listing price — sweet spot $15–$100
Review moat
Okay3,010.26avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Conversion
Bad1.9%search→purchase rate — share of searches ending in a sale
Brand share
Bad91%top-5 brand share — brand-locked demand
Market size
Bad$81K$81K/yr · 375K searches
Growth
Bad-44.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, cute lip balm is a $81K/yr Amazon United States market (375K searches/yr). The top 5 brands hold 91% of demand. Verdict: Skip it — 36/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
cute lip balm market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- $92K–$115K
- units × avg price
- Conversion rate
- 1.9%
- Avg BSR
- #514
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 78%
- Out of stock
- 5.7%
- Avg brand age
- 39 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
71
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
55%
Top 20: 93%
Open market
7%
- Lip Smacker47%
- Squishmallows16%
- TONYMOLY12%
- LUV HER9%
- original SQUISHMALLOWS8%
- Holler & Glow2%
- Open — no brand owns it (5 brands, 7%)
Demand
Weekly Amazon search volume, last 34 weeks — -44.7% search growth over the last 90 days.Top cute lip balm search terms
- squishmallow perfume137K/yr
- squishmallows perfume37K/yr
- squishmallow lip balm35K/yr
- squishmallows fragrances9K/yr
- squishmallow fragrance25K/yr
- squishmallow lip gloss13K/yr
- squishmallow perfume for girls4K/yr
- squishmallow lip smacker17K/yr
- squishmallow perfume set16K/yr
- squishmallow chapstick12K/yr
Top cute lip balm 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
Lip Smacker Squishmallows Moisturizing Lip Balm Fun Soft Squishy Collectible Top Hydrates & Smooths - Cam
Lip Smacker$6.044.7★1,106 rev
Squishmallows Crossbody Bag Girls Teens Fanny Pack Backpack Shoulder Bag Kawaii Mini Backpack Travel Essentials (Multi Cam)
Squishmallows$26.834.6★128 rev
Lip Smacker Squishmallows Moisturizing Lip Balm Fun Soft Squishy Collectible Top Hydrates & Smooths Patty
Lip Smacker$6.254.7★1,106 rev
ORIGINAL SQUISHMALLOWS 3 PIECES COFFRET SET
original SQUISHMALLOWS$52.810.0★0 rev
LUV HER Squishmallows Hypoallergenic Earrings for Girls 1 Pink Stud and 1 Squish Fishhook Drop Set with Charms One Size Fits All Ages 8+
LUV HER$9.324.6★128 rev
Newest
by launch dateORIGINAL SQUISHMALLOWS 3 PIECES COFFRET SET
original SQUISHMALLOWS$52.810 rev
eos Cashmere Body Mist Strawberry Dream Body Spray for Women Strawberry Perfume Hair Mist Moisturizing Hyaluronic Acid Glycerin Vegan Cruelty-free 6 fl oz
eos$12.62758 rev
Lip Smacker Squishmallows Lip Balm Pink Sugar (Suey) Limited Edition Easter Basket Stuffer Flavored & Scented Lip Balm with Charm Collectible Spring Gift
Lip Smacker$5.91134 rev
Lip Smacker Squishmallows Lip Balm Marshmallow (Babette) Limited Edition Easter Basket Stuffer Flavored & Scented Lip Balm with Charm Collectible Spring Gift
Lip Smacker$5.89134 rev
Lip Smacker Squishmallows Lip Balm Mint (Maya) Limited Edition Easter Basket Stuffer Flavored & Scented Lip Balm with Charm Collectible Spring Gift
Lip Smacker$6.42134 rev
Trending
90-day click momentumORIGINAL SQUISHMALLOWS 3 PIECES COFFRET SET
original SQUISHMALLOWS$52.810.0★
LUV HER Squishmallows Hypoallergenic Earrings for Girls 1 Pink Stud and 1 Squish Fishhook Drop Set with Charms One Size Fits All Ages 8+
LUV HER$9.324.6★
Lip Smacker Squishmallows Lip Balm Marshmallow (Babette) Limited Edition Easter Basket Stuffer Flavored & Scented Lip Balm with Charm Collectible Spring Gift
Lip Smacker$5.894.7★
Lip Smacker Squishmallows Lip Balm Mint (Maya) Limited Edition Easter Basket Stuffer Flavored & Scented Lip Balm with Charm Collectible Spring Gift
Lip Smacker$6.424.7★
Lip Smacker Squishmallows Lip Balm Pink Sugar (Suey) Limited Edition Easter Basket Stuffer Flavored & Scented Lip Balm with Charm Collectible Spring Gift
Lip Smacker$5.914.7★
What buyers say about cute lip balm
What buyers praise and complain about, mined from review topics.What buyers love
“Fresh scent”
“Great gift”
“Great value”
“It goes on smooth”
“it is hydrating”
“Great quality,nice size for 4yr old”
“Its pretty durable and versatile”
“The fit is good”
“is easy to use”
“The design is super cute”
What buyers complain about
“Weird smell”
“Really small”
“doesnt last more than 2 hrs”
“Waste of money”
“when it arrived it had already dried up”
“It was kinda hard for my daughter to figure out how to get it open”
“Product arrived leaked out in shipping box”
“because now it doesn't smell like alcohol”
“Trash”
“not very strong”
Top return reasons
Common questions
- Is cute lip balm profitable to sell on Amazon United States?
- The niche generates $81K/yr across 27 tracked products. 6 of 11 products launched in the last 360 days are still selling. 90-day search growth is -44.7%. Flapen's verdict: Skip it (36/100).
- How competitive is the cute lip balm niche?
- 11 brands and 71 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in cute lip balm?
- Top complaints mined from reviews: Smell, Size-Overall, Durability. The return rate is 0.5%.
- What does it cost to enter the cute lip balm niche?
- Listings span $4.74–$52.81; the average listing price is $11.50 (sweet spot $15–$100). The average incumbent carries 3,010 reviews — the moat a new listing must climb.