Is glossy lip balm profitable to sell on Amazon United States?

The niche generates $9.8M/yr across 20 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -16.3%. Flapen's verdict: Worth a look (51/100).

How competitive is the glossy lip balm niche?

3 brands and 72 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in glossy lip balm?

Top complaints mined from reviews: Value For Money, Color, Moist/Dry. The return rate is 0.9%.

When does demand for glossy lip balm peak?

Demand peaks in Nov–Dec; the busiest month runs 4.5× the quietest.

What does it cost to enter the glossy lip balm niche?

Listings span $13.76–$49.87; the average listing price is $29.21 (sweet spot $15–$100). The average incumbent carries 6,339 reviews — the moat a new listing must climb.

glossy lip balm

Worth a look

Shows a $9.8M/yr market, but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Market size

Incredible$9.8M

$9.8M/yr · 9.0M searches

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Avg price

Incredible$29.21

avg listing price — sweet spot $15–$100

Price range

Great$13.76–$49.87

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

Conversion

Okay3.7%

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

Competition

Okay60%

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

Review moat

Bad6,338.6

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Growth

Bad-16.3%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, glossy lip balm is a $9.8M/yr Amazon United States market (9.0M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 51/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

glossy lip balm market data

Units sold / yr: 250K–300K; avg 25,000–30,000/product
Revenue / yr: $7.3M–$8.8M; units × avg price
Conversion rate: 3.7%
Avg BSR: #51
Page quality: 0%
Prime: 95%
Sponsored: 95%
Out of stock: 0.0%
Avg brand age: 37 months
Avg seller age: 126 days

Competition & brand share

The top 5 products take 60% 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

60%

Top 20: 100%

Open market

Summer Fridays90%
Summer Ferenity8%
LANEIGE1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.3% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.5×

Open Trend

Top glossy lip balm search terms

summer fridays5.0M/yr -17.8%2.2% conv.
summer fridays lip balm1.7M/yr -7.7%3.5% conv.
summer fridays lip gloss752K/yr -30.0%3.5% conv.
summer friday371K/yr -1.1%2.3% conv.
summer fridays lip butter balm102K/yr +66.8%3.6% conv.
summer fridays mini221K/yr -53.0%1.2% conv.
mini summer fridays109K/yr -37.1%0.7% conv.
summer fridays lip87K/yr +0.5%2.9% conv.
summer fridays set142K/yr -52.0%2.7% conv.
summer fridays gift set52K/yr +18.1%3.5% conv.

All search terms

Top glossy 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.

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

Summer Fridays Lip Butter Balm - Moisturizing Lip Gloss for Instant Shine + Sheer Color - With Nourishing Shea Butter - Everyday Makeup + Skin Care Summer Essentials - Vegan - Pink Sugar (.5 Oz)

Summer Fridays$24.004.7★10,168 rev

Summer Fridays Lip Butter Balm Sweet Pink Duo - Conditioning Tinted Lip Balm + Overnight Mask for Instant Shine + Color - With Hydrating Shea Butter - Strawberry Soft Serve + Birthday Cake (2 Count)

Summer Fridays$38.014.7★10,168 rev

Summer Fridays Lip Butter Balm - Conditioning Lip Mask and Lip Balm for Instant Moisture Shine and Hydration - Sheer-Tinted Soothing Lip Care - Vanilla (.5 Oz)

Summer Fridays$23.994.7★10,168 rev

4 PCS Summer Lip Balm Tinted Lip Butter Balm - Conditioning Lip Mask Ultra-Hydrating Instant Moisture Shine Hydration - Sheer-Tinted Soothing Lip Care - 0.5 Fl Oz (Pack of 4)

Summer Ferenity$13.764.4★368 rev

Summer Fridays Hydration Trio - Travel Size Jet Lag Mask + Full Size Lip Butter Balm Duo in Hot Chocolate + Toasted Marshmallow - Skin Care Set for Hydrated Complexion + Glossy Soft Lips (3 Count)

Summer Fridays$33.834.6★1,111 rev

Newest

by launch date

Summer Fridays The Sweet Summer Minis

Summer Fridays$22.784 rev

1mo ago

Summer Fridays Lip Butter Balm Sweet Pink Duo - Conditioning Tinted Lip Balm + Overnight Mask for Instant Shine + Color - With Hydrating Shea Butter - Strawberry Soft Serve + Birthday Cake (2 Count)

Summer Fridays$38.0110,168 rev

5mo ago

Summer Fridays Jet Lag Hydrating Eye Patches - De-puffing Hydrogel Under Eye Masks with Hyaluronic Acid Caffeine + Peptides - Soothing + Refreshing At-Home + Travel Skin Care (15 Pairs)

Summer Fridays$49.87480 rev

5mo ago

Summer Fridays The Lip Butter Balm Minis - Vanilla Beige Pink Guava Cherry and Sweet Mint (.16 Oz each)

Summer Fridays$43.92341 rev

9mo ago

Summer Fridays Hydration Trio - Travel Size Jet Lag Mask + Full Size Lip Butter Balm Duo in Hot Chocolate + Toasted Marshmallow - Skin Care Set for Hydrated Complexion + Glossy Soft Lips (3 Count)

Summer Fridays$33.831,111 rev

12mo ago

What buyers say about glossy lip balm

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

What buyers love

Moist/Dry18%

“Very hydrating”

Quality-Overall12%

“Good quality really aesthetic smells really good”

Smell11%

“The scent is beautiful”

Color10%

“Cute colors”

Soft Feel9%

“Glides on smooth”

Value For Money6%

“Great deal”

Brightness/Shine/Glow4%

“Beautiful shine”

Advertised Vs Actual Product3%

“As advertised”

Gifting Purpose3%

“Lovely Christmas gift”

Adhesion/Stickiness2%

“isnt overly sticky”

What buyers complain about

Value For Money18%

“Expensive”

Color7%

“there is no noticeable color”

Moist/Dry6%

“does not hydrate”

Smell5%

“Very unpleasant scent”

Adhesion/Stickiness4%

“sticky junk”

Quality-Overall4%

“Trash”

Durability3%

“Not long lasting”

Size-Overall3%

“too long for most pockets”

Product Condition3%

“arrived open and used”

Thickness2%

“Its a little thicker than what Im accustomed to”

Top return reasons

Color26%

Advertised Vs Actual Product12%

Value For Money9%

Smell8%

Product Condition8%

Size-Overall6%