---
title: "Highlighter Stick — $240K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/highlighter-stick"
last_updated: "2026-08-11T11:22:18.744Z"
locale: en
meta:
description: "Niche score 56/100 · $240K/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 56/100 · $240K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Highlighter Stick — $240K/yr Amazon US Niche (2026) - Flapen"
---
# **highlighter stick**
**Worth a look**
Shows low returns (1.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 45Growth 24Conversion 44Competition 83Returns 93Price range 59Avg price 37Brand share 72Review moat 21Quality gap 63
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Competition**
**Great****32%**
top-5 click share — an open shelf
**Brand share**
**Good****62%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****$2.08–$33.96**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****$240K**
$240K/yr · 659K searches
**Conversion**
**Okay****3.5%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$10.40**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-2.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****11,345.27**
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, highlighter stick is a $240K/yr Amazon United States market (659K searches/yr). The top 5 brands hold 62% of demand. Demand peaks in May. Verdict: Worth a look — 56/100.
Data updated Jul 15, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **highlighter stick market data**
- **Units sold / yr**
- **20K–25K**
- avg 250–500/product
- **Revenue / yr**
- **$208K–$260K**
- units × avg price
- **Conversion rate**
- **3.5%**
- **Avg BSR**
- **#56**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **82%**
- **Out of stock**
- **3.3%**
- **Avg brand age**
- **47 months**
- **Avg seller age**
- **129 days**
## **Competition & brand share**
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.
**Brands**
**31 **—flat
**Sellers**
**130**
**Top-5 brand share**
**62%**
Top 20: 93%
**Top-5 click share**
**32%**
Top 20: 69%
**Open market**
**31%**
- wet n wild18% - NYX PROFESSIONAL MAKEUP13% - e.l.f.11% - SHEGLAM10% - L'Oreal Paris10% - Essence Cosmetics7%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -2.5% search growth over the last 90 days.
18K13KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/highlighter-stick/trend)
## **Top highlighter stick search terms**
- **highlighter stick**222K/yr-2.8%3.5% conv. - **highlighter palette**101K/yr-6.0%1.7% conv. - **cream highlighter**49K/yr-13.7%2.0% conv. - **highlighter makeup stick**42K/yr-7.6%3.4% conv. - **essence highlighter**28K/yr-0.6%2.8% conv. - **powder highlighter makeup**18K/yr+29.8%2.9% conv. - **highlighter stick makeup**23K/yr+17.5%3.2% conv. - **highlight stick**17K/yr+11.8%3.1% conv. - **highlighter makeup palette**22K/yr-20.7%1.8% conv. - **glitter highlighter makeup**20K/yr-15.3%0.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/highlighter-stick/search-terms)
## **Top highlighter 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%3%$7K6%$14K9%$22K12%$29K101001K10K100K 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 - When the Nude Strikes**wet n wild**$4.20**4.3★40,209 rev](https://www.amazon.com/dp/B01MY1EWK1) [2**essence | Pure NUDE Highlighter 10 Be My Highlight | Natural and Subtle Glow | Vegan & Cruelty Free | - Beige**Essence Cosmetics**$4.90**4.4★2,648 rev](https://www.amazon.com/dp/B01N5FKQ71) [3**SHEGLAM Cream Highlighter Stick Long Lasting Brightening Non-Caking Highlighter Makeup - Vanilla Frost**SHEGLAM**$6.80**4.5★497 rev](https://www.amazon.com/dp/B0CG3SW96T) [4**NYX PROFESSIONAL MAKEUP Jumbo Eye Pencil Blendable Eyeshadow Stick & Eyeliner Pencil - Milk (White)**NYX PROFESSIONAL MAKEUP**$5.45**4.3★86,427 rev](https://www.amazon.com/dp/B001TK4LM8) [5**LOreal Paris True Match Lumi Le Glass Highlighter Stick Reflective Translucent Glassy Highlighter for Face and Body 610 Glassy Pearl Eclat 0.17 Oz**L'Oreal Paris**$9.76**4.1★2,893 rev](https://www.amazon.com/dp/B0DHLN6HL4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Jolilab 6 Color Highlighter Stick Set - Multi-Tone Luminous Glow for Face All-Skin-Friendly Creamy Highlighter Kit for Daily Party & Travel**Jolilab**$8.74**46 rev3mo ago](https://www.amazon.com/dp/B0GVJ9LVNF) [**e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era**e.l.f.**$8.96**969 rev6mo ago](https://www.amazon.com/dp/B0G1H4VG3X) [**NYX PROFESSIONAL MAKEUP Buttermelt Highlighter Powder Highlighter Makeup With Up to 12H Wear and High Impact Glow - 05 Bright and Butta (Light Champagne)**NYX PROFESSIONAL MAKEUP**$11.34**726 rev7mo ago](https://www.amazon.com/dp/B0DZ2M8BNF) [**Palmers Cocoa Butter Formula Body Shimmer Stick with Vitamin E 30g/1.1Oz Radiant Highlighter Makeup for Body Glow Provides 48-Hour Moisture All Skin Tones & Types Dermatologist Approved**Palmer's**$7.12**594 rev1y ago](https://www.amazon.com/dp/B0FB9GJN9L) [**LOreal Paris True Match Lumi Le Glass Highlighter Stick Reflective Translucent Glassy Highlighter for Face and Body 610 Glassy Pearl Eclat 0.17 Oz**L'Oreal Paris**$9.76**2,893 rev1y ago](https://www.amazon.com/dp/B0DHLN6HL4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Jolilab 6 Color Highlighter Stick Set - Multi-Tone Luminous Glow for Face All-Skin-Friendly Creamy Highlighter Kit for Daily Party & Travel**Jolilab**$8.74**4.2★**▲ 288%**](https://www.amazon.com/dp/B0GVJ9LVNF) [**e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era**e.l.f.**$8.96**4.4★**▲ 94%**](https://www.amazon.com/dp/B0G1H4VG3X) [**NYX PROFESSIONAL MAKEUP Buttermelt Highlighter Powder Highlighter Makeup With Up to 12H Wear and High Impact Glow - 05 Bright and Butta (Light Champagne)**NYX PROFESSIONAL MAKEUP**$11.34**4.6★**▲ 76%**](https://www.amazon.com/dp/B0DZ2M8BNF) [**Palmers Cocoa Butter Formula Body Shimmer Stick with Vitamin E 30g/1.1Oz Radiant Highlighter Makeup for Body Glow Provides 48-Hour Moisture All Skin Tones & Types Dermatologist Approved**Palmer's**$7.12**4.3★**▲ 63%**](https://www.amazon.com/dp/B0FB9GJN9L) [**wet n wild MegaGlo Makeup Stick Buildable Color Versatile Use Cruelty-Free & Vegan - When the Nude Strikes**wet n wild**$4.20**4.3★**▲ 39%**](https://www.amazon.com/dp/B01MY1EWK1)
**~~View all trending →~~**
## **What buyers say about highlighter stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Brightness/Shine/Glow**23%
*“Gives a glow”*
**Color**18%
*“Beautiful colours”*
**Quality-Overall**9%
*“Very affordable for the quality”*
**Value For Money**7%
*“Excellent value”*
**Soft Feel**6%
*“Glides on smooth”*
**Suitability Combination Skin**5%
*“Great for sensitive skin”*
**Ease Of Use**3%
*“Easy application”*
**Ease Of Application**3%
*“Easy to apply”*
**Durability**2%
*“Its very durable”*
**Advertised Vs Actual Product**2%
*“Does exactly as it says”*
### **What buyers complain about **
**Color**11%
*“Color is off”*
**Brightness/Shine/Glow**9%
*“Too shiny”*
**Smell**6%
*“Weird smell”*
**Size-Overall**6%
*“It is a small tube”*
**Durability**5%
*“Didn't last”*
**Quality-Overall**4%
*“Not the quality that I was expecting”*
**Value For Money**3%
*“Too expensive”*
**Texture/Consistency-Overall**3%
*“it's very patchy”*
**Adhesion/Stickiness**3%
*“the stick came completely out”*
**Allergies**2%
*“felt like skin burning”*
### **Top return reasons **
**Color**36%
**Advertised Vs Actual Product**9%
**Brightness/Shine/Glow**9%
**Adhesion/Stickiness**8%
**Functionality-Overall**5%
**Defective Material/Parts**5%
**Product Condition**3%
**Quality-Overall**3%
**Size-Overall**3%
**Weight Light**2%
## **Common questions**
- **Is highlighter stick profitable to sell on Amazon United States?**
- The niche generates $240K/yr across 56 tracked products. 8 of 10 products launched in the last 360 days are still selling. 90-day search growth is -2.5%. Flapen's verdict: Worth a look (56/100).
- **How competitive is the highlighter stick niche?**
- 31 brands and 130 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 62% of demand.
- **What do buyers complain about in highlighter stick?**
- Top complaints mined from reviews: Color, Brightness/Shine/Glow, Smell. The return rate is 1.1%.
- **When does demand for highlighter stick peak?**
- Demand peaks in May; the busiest month runs 1.5× the quietest.
- **What does it cost to enter the highlighter stick niche?**
- Listings span $2.08–$33.96; the average listing price is $10.40 (sweet spot $15–$100). The average incumbent carries 11,345 reviews — the moat a new listing must climb.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)