Is lip balm 12 pack profitable to sell on Amazon United States?

The niche generates $47K/yr across 55 tracked products. 5 of 10 products launched in the last 360 days are still selling. 90-day search growth is -20.9%. Flapen's verdict: Skip it (44/100).

How competitive is the lip balm 12 pack niche?

25 brands and 129 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in lip balm 12 pack?

Top complaints mined from reviews: Smell, Size-Overall, Moist/Dry. The return rate is 0.6%.

When does demand for lip balm 12 pack peak?

Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.

What does it cost to enter the lip balm 12 pack niche?

Listings span $3.41–$31.96; the average listing price is $14.93 (sweet spot $15–$100). The average incumbent carries 4,879 reviews — the moat a new listing must climb.

lip balm 12 pack

Skip it

A small market ($47K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Competition

Great35%

top-5 click share — an open shelf

Avg price

Good$14.93

avg listing price — sweet spot $15–$100

Price range

Good$3.41–$31.96

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

Brand share

Okay79%

top-5 brand share — brands hold most of the demand

Conversion

Okay3.2%

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

Review moat

Bad4,878.89

avg incumbent reviews — the moat a new listing must climb

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-20.9%

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

Market size

Bad$47K

$47K/yr · 99K searches

According to Flapen's Amazon United States niche tracking, lip balm 12 pack is a $47K/yr Amazon United States market (99K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 44/100.

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

lip balm 12 pack market data

Units sold / yr: 5K–6K; avg 0–100/product
Revenue / yr: $75K–$90K; units × avg price
Conversion rate: 3.2%
Avg BSR: #390
Page quality: 0%
Prime: 100%
Sponsored: 89%
Out of stock: 1.1%
Avg brand age: 47 months
Avg seller age: 155 days

Competition & brand share

Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.

Brands

25 rising

Sellers

129

Top-5 brand share

79%

Top 20: 98%

Top-5 click share

35%

Top 20: 75%

Open market

18%

Vaseline62%
Amazon Basics7%
Dmsky4%
AZEN4%
EXPRESSIONS3%
KONEUK3%

Demand & seasonality

Weekly Amazon search volume, last 84 weeks — -20.9% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.5×

Open Trend

Top lip balm 12 pack search terms

mini vaseline bulk20K/yr -24.6%1.7% conv.
vaseline bulk18K/yr -16.9%4.3% conv.
12 pack lip balm12K/yr -6.0%2.1% conv.
lip balm 12 pack10K/yr -23.7%4.4% conv.
vaseline pack9K/yr -22.0%4.1% conv.
lip balm 10 pack9K/yr -15.6%3.5% conv.
bulk vaseline8K/yr -6.8%3.7% conv.
vaseline lip balm bulk8K/yr -35.9%6.7% conv.
vaseline lip therapy bulk5K/yr -48.5%3.6% conv.

All search terms

Top lip balm 12 pack 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz

Vaseline$13.854.8★20,435 rev

Vaseline Lip Rosy Fast-Acting Nourishment Ideal for Chapped Dry Cracked or Damaged Lips Lip Balm 12 Sticks 1 Box

Vaseline$13.914.6★3,079 rev

Amazon Basics Petroleum Jelly White Petrolatum Skin Protectant Moisturizer for Dry Skin Relief Chapped Lips and Minor Cuts Unscented 7.5 oz 4-Pack (Previously Solimo)

Amazon Basics$9.204.7★3,299 rev

Vaseline Petroleum Jelly Original 1.75 oz (Pack of 12)

Vaseline$29.704.6★4,874 rev

Vaseline Lip w/o Backer Card Cocoa - 12 Pack Box

Vaseline$14.404.7★889 rev

Newest

by launch date

Vaseline Lip Therapy Wild Berry + Ros Variety 12-Pack Scented Lightly Tinted Lip Balms with Vitamin E for Soft Kissable Lips 0.25 Oz Ea

Vaseline$31.54172 rev

7mo ago

Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz

Vaseline$13.8520,435 rev

8mo ago

Vaseline Intensive Care Travel Moisturizer 24 Count Bulk Deep Moisture Moisturizing Lotion Face and Body Moisturizer for Dry Skin 0.67 oz

Vaseline$31.071 rev

11mo ago

Mini Lip Balm 50 Pack Natural Lip Balms with Vitamin E and Coconut Oil. Moisturizes for Dry Lips Perfect for Party Favors Gift Bags and Small Gifts-13 Flavors

HCKLM$10.19465 rev

1y ago

VISCOO 16 Pack Bulk Lip Balm and Hand Cream Set Teacher Appreciation Gifts /Graduation Gifts Nurses Week Gift Thank You Bridal Wedding Favors for Guests Small Gift for Women Birthday

VISCOO$9.84544 rev

1y ago

What buyers say about lip balm 12 pack

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

What buyers love

Value For Money15%

“GREAT VALUE”

Moist/Dry14%

“Super hydrating”

Quality-Overall13%

“Very great 👍🏼 Very good variety”

Smell8%

“Smooth and fragrance”

Soft Feel8%

“Smooth & silky”

Gifting Purpose7%

“Perfect for gifting”

Advertised Vs Actual Product5%

“As advertised”

Size-Overall5%

“Just the right size”

Ease Of Use3%

“Easy to use”

Suitability Dry Skin2%

“Excellent for a very dry skin”

What buyers complain about

Smell13%

“It smells bad”

Size-Overall13%

“Very tiny container”

Moist/Dry12%

“no hydration”

Quality-Overall6%

“Quality is not same as original brand”

Allergies5%

“I'm in an awful rash pain”

Value For Money4%

“Price gouging”

Color3%

“Not red”

Advertised Vs Actual Product3%

“False Advertising”

Durability3%

“not long lasting”

Oily/Greasy3%

“Too greasy”

Top return reasons

Size-Overall57%

Advertised Vs Actual Product10%

Smell8%

Value For Money4%

Product Condition3%

Leak-Proof3%

Functionality-Overall2%

Defective Material/Parts2%

Moist/Dry1%

Quality-Overall1%

Common questions

Is lip balm 12 pack profitable to sell on Amazon United States?: The niche generates $47K/yr across 55 tracked products. 5 of 10 products launched in the last 360 days are still selling. 90-day search growth is -20.9%. Flapen's verdict: Skip it (44/100).
How competitive is the lip balm 12 pack niche?: 25 brands and 129 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in lip balm 12 pack?: Top complaints mined from reviews: Smell, Size-Overall, Moist/Dry. The return rate is 0.6%.
When does demand for lip balm 12 pack peak?: Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.
What does it cost to enter the lip balm 12 pack niche?: Listings span $3.41–$31.96; the average listing price is $14.93 (sweet spot $15–$100). The average incumbent carries 4,879 reviews — the moat a new listing must climb.