Is elf lip oil profitable to sell on Amazon United States?

The niche generates $317K/yr across 20 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is -5.2%. Flapen's verdict: Skip it (41/100).

How competitive is the elf lip oil niche?

3 brands and 45 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in elf lip oil?

Top complaints mined from reviews: Functionality-Overall, Allergies, Value For Money. The return rate is 1.1%.

When does demand for elf lip oil peak?

Demand peaks in Apr–Dec; the busiest month runs 3.6× the quietest.

What does it cost to enter the elf lip oil niche?

Listings span $6.03–$25.05; the average listing price is $12.59 (sweet spot $15–$100). The average incumbent carries 15,329 reviews — the moat a new listing must climb.

elf lip oil

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Great1.1%

return rate — above 5% kills the launch gate

Avg price

Good$12.59

avg listing price — sweet spot $15–$100

Price range

Good$6.03–$25.05

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

Market size

Good$317K

$317K/yr · 896K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay62%

top-5 click share — leaders hold, buyers still browse

Conversion

Okay2.8%

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

Growth

Bad-5.2%

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

Review moat

Bad15,328.9

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, elf lip oil is a $317K/yr Amazon United States market (896K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Apr–Dec. Verdict: Skip it — 41/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

elf lip oil market data

Units sold / yr: 25K–30K; avg 750–1,000/product
Revenue / yr: $315K–$378K; units × avg price
Conversion rate: 2.8%
Avg BSR: #229
Page quality: 0%
Prime: 100%
Sponsored: 85%
Out of stock: 0.3%
Avg brand age: 52 months
Avg seller age: 124 days

Competition & brand share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

NYX PROFESSIONAL MAKEUP74%
TONYMOLY25%
Lissymuse2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.2% search growth over the last 90 days.

Peak months: Apr, Dec · busiest ÷ quietest = 3.6×

Open Trend

Top elf lip oil search terms

tonymoly277K/yr -20.5%1.2% conv.
nyx fat oil67K/yr +195.7%2.5% conv.
tony moly150K/yr -7.1%1.1% conv.
nyx lip oil86K/yr -19.2%2.2% conv.
fat oil41K/yr +36.3%1.8% conv.
fat oil lip gloss nyx23K/yr +87.1%3.4% conv.
fat lip oil30K/yr -13.4%3.3% conv.
tako19K/yr +4.0%0.1% conv.
nyx fat lip oil63K/yr -74.2%2.3% conv.
nyx fat oil lip drip10K/yr +47.2%2.6% conv.

All search terms

Top elf lip oil 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 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NYX PROFESSIONAL MAKEUP Fat Oil Lip Drip Moisturizing Lip Oil Gloss Vegan Tinted Formula Up to 12 HR Hydration - Newsfeed (Rose Nude)

NYX PROFESSIONAL MAKEUP$8.144.5★39,470 rev

NYX PROFESSIONAL MAKEUP Fat Oil Lip Drip Moisturizing Lip Oil Gloss Vegan Tinted Formula Up to 12 HR Hydration - Missed Call (Sheer Pink)

NYX PROFESSIONAL MAKEUP$8.234.5★39,470 rev

TONYMOLY Wonder Ceramide Mochi Milky Toner 5 000 ppb Ceramide Barrier Repair Toner for Dry & Sensitive Skin Hydrating Korean Glass Skin Essence 16.9 fl oz / 500ml Value Size

TONYMOLY$20.654.7★2,302 rev

NYX PROFESSIONAL MAKEUP Fat Oil Body Oil in Caramelt Mami Caramel Scented Body Glow Moisturizer With Vitamin E for 24HR Hydration and Glowing Skin Bronzed Finish Vegan & Cruelty-Free

NYX PROFESSIONAL MAKEUP$17.554.2★328 rev

NYX PROFESSIONAL MAKEUP Fat Oil Slick Click Lightweight Buildable Pigmented Vegan Lip Balm - No Filter Needed

NYX PROFESSIONAL MAKEUP$8.934.4★5,694 rev

Newest

by launch date

NYX PROFESSIONAL MAKEUP Fat Oil Body Oil in Caramelt Mami Caramel Scented Body Glow Moisturizer With Vitamin E for 24HR Hydration and Glowing Skin Bronzed Finish Vegan & Cruelty-Free

NYX PROFESSIONAL MAKEUP$17.55328 rev

2mo ago

NYX PROFESSIONAL MAKEUP Fat Oil Body Oil in Coconut Cutie Coconut Scented Body Glow Moisturizer With Vitamin E for 24HR Hydration and Glowing Skin Golden Finish Vegan & Cruelty-Free

NYX PROFESSIONAL MAKEUP$17.84328 rev

2mo ago

NYX PROFESSIONAL MAKEUP Fat Oil Body Butter in Caramelt Mami Caramel Scented Body Cream with Avocado Oil and Shea Butter for 24 HR Hydration Fast Absorbing Whipped Formula Vegan & Cruelty-Free

NYX PROFESSIONAL MAKEUP$14.70158 rev

2mo ago

NYX PROFESSIONAL MAKEUP Fat Oil Hand & Body Lotion in Suga Baddie Vanilla Lotion with 24HR Hydration Lightweight Body Moisturizer With Avocado Oil Vegan & Cruelty-Free

NYX PROFESSIONAL MAKEUP$11.6088 rev

2mo ago

Lissymuse Hydrating Fat Lip Oil Gloss Set 4pcs Non-Sticky Moisturizing Smooth Glossy Finish Lip Glow Oil Tinted Plumping Butter Lipgloss Long Lasting Lips Balm - Lips Care Stuff for Women Girls Teen

Lissymuse$6.0386 rev

3mo ago

What buyers say about elf lip oil

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

What buyers love

Moist/Dry12%

“Super hydrating”

Suitability Combination Skin9%

“better skin texture”

Smell7%

“The fragrance is fantastic”

Brightness/Shine/Glow7%

“also very shimmery”

Soft Feel6%

“Is very soft”

Color6%

“Color is so pretty”

Suitability Dry Skin5%

“Perfect for dry or sensitive skin”

Quality-Overall5%

“Great Selection of Products”

Value For Money5%

“Fantastic price”

Cleansing3%

“It's gentle and good everyday cleanser,”

What buyers complain about

Functionality-Overall7%

“Doesn't do anything”

Allergies5%

“Caused skin irritation”

Value For Money5%

“It was very expensive”

Size-Overall5%

“its short”

Oily/Greasy5%

“this makes me even more oily”

Color4%

“Completely different color”

Adhesion/Stickiness4%

“Sticky dont buy it”

Smell4%

“Plastic smell”

Moist/Dry4%

“not very moisturizing at all”

Advertised Vs Actual Product3%

“Not as pictured”

Top return reasons

Color32%

Advertised Vs Actual Product12%

Adhesion/Stickiness11%

Functionality-Overall10%

Defective Material/Parts5%

Product Condition4%

Smell3%

Oily/Greasy3%

Moist/Dry2%

Size-Overall2%

Common questions

Is elf lip oil profitable to sell on Amazon United States?: The niche generates $317K/yr across 20 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is -5.2%. Flapen's verdict: Skip it (41/100).
How competitive is the elf lip oil niche?: 3 brands and 45 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in elf lip oil?: Top complaints mined from reviews: Functionality-Overall, Allergies, Value For Money. The return rate is 1.1%.
When does demand for elf lip oil peak?: Demand peaks in Apr–Dec; the busiest month runs 3.6× the quietest.
What does it cost to enter the elf lip oil niche?: Listings span $6.03–$25.05; the average listing price is $12.59 (sweet spot $15–$100). The average incumbent carries 15,329 reviews — the moat a new listing must climb.

elf lip oil

elf lip oil market data

Competition & brand share

Demand & seasonality

Top elf lip oil search terms

Top elf lip oil products on Amazon

Top sellers

Newest

Trending

What buyers say about elf lip oil

What buyers love

What buyers complain about

Top return reasons

Common questions

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