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

The niche generates $79K/yr across 4 tracked products. 90-day search growth is -31.8%. Flapen's verdict: Skip it (38/100).

How competitive is the kiehls lip balm niche?

3 brands and 7 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in kiehls lip balm?

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

When does demand for kiehls lip balm peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 4.4× the quietest.

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

Listings span $9.60–$20.30; the average listing price is $13.20 (sweet spot $15–$100). The average incumbent carries 3,028 reviews — the moat a new listing must climb.

kiehls lip balm

Skip it

A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Conversion

Great11.8%

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Avg price

Good$13.20

avg listing price — sweet spot $15–$100

Price range

Good$9.60–$20.30

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

Review moat

Okay3,027.5

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$79K

$79K/yr · 51K searches

Growth

Bad-31.8%

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

Competition

Bad100%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, kiehls lip balm is a $79K/yr Amazon United States market (51K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 38/100.

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

kiehls lip balm market data

Units sold / yr: 8K–10K; avg 1,250–1,500/product
Revenue / yr: $106K–$132K; units × avg price
Conversion rate: 11.8%
Avg BSR: #299
Page quality: 0%
Prime: 100%
Sponsored: 25%
Out of stock: 0.0%
Avg brand age: 75 months
Avg seller age: 121 days

Competition & brand share

The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

Kiehl's90%
La Roche-Posay6%
L'OCCITANE3%

Demand & seasonality

Weekly Amazon search volume, last 98 weeks — -31.8% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 4.4×

Open Trend

Top kiehls lip balm search terms

kiehls lip balm27K/yr -31.6%8.6% conv.
kiehls lip10K/yr -29.1%7.9% conv.
kiehls lip balm # 14K/yr -30.6%19.1% conv.
kiehls buttermask for lips4K/yr -36.4%19.9% conv.
kiehl lip balm3K/yr -35.9%11.7% conv.
kiehls lip mask3K/yr -34.3%10.5% conv.

All search terms

Top kiehls 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 4 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Kiehls Lip Balm #1 Moisturizing Clear Lip Treatment for Dry Lips Hydrating & Soothing with Squalane Aloe Vera & Vitamin E Paraben-free Fragrance-free Unscented - 0.5 fl oz

Kiehl's$12.264.1★464 rev

Kiehls Buttermask For Lips Hydrating Overnight Lip Mask Nourishes & Restores Dry Lips Intense Hydration with Coconut Oil & Wild Mango Butter Paraben-free Fragrance-free - 0.35 fl oz

Kiehl's$20.304.3★411 rev

La Roche-Posay Cicaplast Lip Balm B5 Hydrating Balm with Shea Butter Lip Treatment for Dry Cracked Lips Moisturizing and Repairing Balm Fragrance Free

La Roche-Posay$9.604.4★8,015 rev

LOCCITANE 10% Organic Shea Butter Ultra Rich Lip Balm Stick Moisturizes Nourishes Repairs & Softens Dry Chapped Lips Long Lasting Vegan

L'OCCITANE$10.634.2★3,220 rev

Newest

by launch date

Kiehls Buttermask For Lips Hydrating Overnight Lip Mask Nourishes & Restores Dry Lips Intense Hydration with Coconut Oil & Wild Mango Butter Paraben-free Fragrance-free - 0.35 fl oz

Kiehl's$20.30411 rev

6y ago

Kiehls Lip Balm #1 Moisturizing Clear Lip Treatment for Dry Lips Hydrating & Soothing with Squalane Aloe Vera & Vitamin E Paraben-free Fragrance-free Unscented - 0.5 fl oz

Kiehl's$12.26464 rev

12y ago

La Roche-Posay Cicaplast Lip Balm B5 Hydrating Balm with Shea Butter Lip Treatment for Dry Cracked Lips Moisturizing and Repairing Balm Fragrance Free

La Roche-Posay$9.608,015 rev

12y ago

LOCCITANE 10% Organic Shea Butter Ultra Rich Lip Balm Stick Moisturizes Nourishes Repairs & Softens Dry Chapped Lips Long Lasting Vegan

L'OCCITANE$10.633,220 rev

19y ago

What buyers say about kiehls lip balm

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

What buyers love

Moist/Dry39%

“Moisturizes well”

Quality-Overall12%

“This is a really high quality lip balm”

Soft Feel8%

“Soft lips”

Value For Money4%

“was less expensive”

Thickness4%

“Pretty thick feeling”

Texture/Consistency-Overall3%

“Nice texture”

Smell3%

“It's good, it has a slight berry or blueberry smell to it which I like a lot, it's smooth, doesn't feel like paste nor does it feel too oily it's a good healthy blend and a great look”

Suitability Dry Skin2%

“Gorgeous lip moisturizer - works very well on my badly chapped lips”

Oily/Greasy2%

“It absorbs well without leaving a greasy or sticky residue”

Color1%

“Really lovely”

What buyers complain about

Moist/Dry21%

“not very moisturising”

Value For Money17%

“Too costly”

Smell7%

“doesnt smell as good as I thought it would”

Ease Of Use5%

“difficult to get out”

Quality-Overall4%

“Gross”

Durability4%

“Mediocre product broke almost immediately”

Functionality-Overall4%

“Doesnt work”

Size-Overall3%

“a little small”

Hard Feel3%

“Not soft feeling”

Color3%

“Color is not even necessary”

Top return reasons

Moist/Dry20%

Functionality-Overall15%

Product Condition10%

Texture/Consistency-Overall7%

Adhesion/Stickiness6%

Advertised Vs Actual Product6%

Suitability Humid Weather5%

Smell4%

Size-Overall4%

Defective Material/Parts4%

Common questions

Is kiehls lip balm profitable to sell on Amazon United States?: The niche generates $79K/yr across 4 tracked products. 90-day search growth is -31.8%. Flapen's verdict: Skip it (38/100).
How competitive is the kiehls lip balm niche?: 3 brands and 7 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in kiehls lip balm?: Top complaints mined from reviews: Moist/Dry, Value For Money, Smell. The return rate is 0.9%.
When does demand for kiehls lip balm peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 4.4× the quietest.
What does it cost to enter the kiehls lip balm niche?: Listings span $9.60–$20.30; the average listing price is $13.20 (sweet spot $15–$100). The average incumbent carries 3,028 reviews — the moat a new listing must climb.