---
title: "Lip Balm 12 Pack — $47K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lip-balm-12-pack"
last_updated: "2026-08-06T16:20:09.989Z"
locale: en
meta:
description: "Niche score 44/100 · $47K/yr market · 99K searches/yr · $14.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $47K/yr market · 99K searches/yr · $14.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Lip Balm 12 Pack — $47K/yr Amazon US Niche (2026) - Flapen"
---
# **lip balm 12 pack**
**Skip it**
A small market ($47K/yr) — this niche doesn't clear our bar today.
Market size 12Growth 15Conversion 40Competition 80Returns 97Price range 59Avg price 74Brand share 43Review moat 25Quality gap 24
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Competition**
**Great****35%**
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**
**Okay****79%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****3.2%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****4,878.89**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Nov, Dec · busiest ÷ quietest = 3.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lip-balm-12-pack/trend)
## **Top lip balm 12 pack search terms**
- **mini vaseline bulk**20K/yr-24.6%1.7% conv. - **vaseline bulk**18K/yr-16.9%4.3% conv. - **12 pack lip balm**12K/yr-6.0%2.1% conv. - **lip balm 12 pack**10K/yr-23.7%4.4% conv. - **vaseline pack**9K/yr-22.0%4.1% conv. - **lip balm 10 pack**9K/yr-15.6%3.5% conv. - **bulk vaseline**8K/yr-6.8%3.7% conv. - **vaseline lip balm bulk**8K/yr-35.9%6.7% conv. - **vaseline lip therapy bulk**5K/yr-48.5%3.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/lip-balm-12-pack/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.
0%3%$1K6%$3K9%$4K12%$6K1101001K10K100K 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**Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz**Vaseline**$13.85**4.8★20,435 rev](https://www.amazon.com/dp/B001ECQ4L2) [2**Vaseline Lip Rosy Fast-Acting Nourishment Ideal for Chapped Dry Cracked or Damaged Lips Lip Balm 12 Sticks 1 Box**Vaseline**$13.91**4.6★3,079 rev](https://www.amazon.com/dp/B09RXYJB5N) [3**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**$9.20**4.7★3,299 rev](https://www.amazon.com/dp/B09HH93G5V) [4**Vaseline Petroleum Jelly Original 1.75 oz (Pack of 12)**Vaseline**$29.70**4.6★4,874 rev](https://www.amazon.com/dp/B00WC27V2O) [5**Vaseline Lip w/o Backer Card Cocoa - 12 Pack Box**Vaseline**$14.40**4.7★889 rev](https://www.amazon.com/dp/B09RXRNZX6)
**~~View all top sellers →~~**
### **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**$31.54**172 rev7mo ago](https://www.amazon.com/dp/B0GCK5YHVB) [**Vaseline Petroleum Jelly Original 3 Count Provides Dry Skin Relief And Protects Minor Cuts Dermatologist Recommended And Locks In Moisture 13oz**Vaseline**$13.85**20,435 rev8mo ago](https://www.amazon.com/dp/B001ECQ4L2) [**Vaseline Intensive Care Travel Moisturizer 24 Count Bulk Deep Moisture Moisturizing Lotion Face and Body Moisturizer for Dry Skin 0.67 oz**Vaseline**$31.07**1 rev11mo ago](https://www.amazon.com/dp/B0FNP43FYQ) [**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**$10.19**465 rev1y ago](https://www.amazon.com/dp/B0FGPYWRMK) [**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**$9.84**544 rev1y ago](https://www.amazon.com/dp/B0F48S5Q9M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$31.54**4.6★**▲ 165%**](https://www.amazon.com/dp/B0GCK5YHVB) [**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**$9.20**4.7★**▲ 101%**](https://www.amazon.com/dp/B09HH93G5V) [**Vaseline Intensive Care Travel Moisturizer 24 Count Bulk Deep Moisture Moisturizing Lotion Face and Body Moisturizer for Dry Skin 0.67 oz**Vaseline**$31.07**5.0★**▲ 97%**](https://www.amazon.com/dp/B0FNP43FYQ) [**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**$10.19**4.6★**▲ 87%**](https://www.amazon.com/dp/B0FGPYWRMK) [**Vaseline Lip Therapy Original Mini Counter Display 2-Packs (12 Jars) Bulk Lip Balm Moisturizer for Soft Smooth & Glossy Lips 0.25 Oz Ea**Vaseline**$29.41**4.3★**▲ 78%**](https://www.amazon.com/dp/B00PR903YW)
**~~View all trending →~~**
## **What buyers say about lip balm 12 pack**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**15%
*“GREAT VALUE”*
**Moist/Dry**14%
*“Super hydrating”*
**Quality-Overall**13%
*“Very great 👍🏼 Very good variety”*
**Smell**8%
*“Smooth and fragrance”*
**Soft Feel**8%
*“Smooth & silky”*
**Gifting Purpose**7%
*“Perfect for gifting”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Size-Overall**5%
*“Just the right size”*
**Ease Of Use**3%
*“Easy to use”*
**Suitability Dry Skin**2%
*“Excellent for a very dry skin”*
### **What buyers complain about **
**Smell**13%
*“It smells bad”*
**Size-Overall**13%
*“Very tiny container”*
**Moist/Dry**12%
*“no hydration”*
**Quality-Overall**6%
*“Quality is not same as original brand”*
**Allergies**5%
*“I'm in an awful rash pain”*
**Value For Money**4%
*“Price gouging”*
**Color**3%
*“Not red”*
**Advertised Vs Actual Product**3%
*“False Advertising”*
**Durability**3%
*“not long lasting”*
**Oily/Greasy**3%
*“Too greasy”*
### **Top return reasons **
**Size-Overall**57%
**Advertised Vs Actual Product**10%
**Smell**8%
**Value For Money**4%
**Product Condition**3%
**Leak-Proof**3%
**Functionality-Overall**2%
**Defective Material/Parts**2%
**Moist/Dry**1%
**Quality-Overall**1%
## **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.
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