lip gloss
Worth a lookShows a $7.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$7.8M$7.8M/yr · 21.1M searches
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Competition
Great29%top-5 click share — an open shelf
Brand share
Good68%top-5 brand share — brands hold most of the demand
Price range
Good$2.25–$31.38cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Avg price
Okay$10.58avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-14.7%90-day search growth — must beat 0% to launch
Review moat
Bad22,016.19avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, lip gloss is a $7.8M/yr Amazon United States market (21.1M searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 60/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
lip gloss market data
- Units sold / yr
- 600K–800K
- avg 8,000–10,000/product
- Revenue / yr
- $6.3M–$8.5M
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #72
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 91%
- Out of stock
- 0.3%
- Avg brand age
- 48 months
- Avg seller age
- 121 days
Competition & brand share
Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.Brands
25 falling
Sellers
276
Top-5 brand share
68%
Top 20: 97%
Top-5 click share
29%
Top 20: 61%
Open market
29%
- e.l.f.35%
- NYX PROFESSIONAL MAKEUP15%
- Ruby Kisses10%
- Summer Fridays5%
- LANEIGE4%
- L.A. COLORS3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.7% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.7×
Top lip gloss search terms
- lip gloss9.4M/yr
- lip oil1.8M/yr
- elf lip gloss1.5M/yr
- fenty beauty1.1M/yr
- lipgloss821K/yr
- lip gloss for women695K/yr
- lip gloss set995K/yr
- gloss478K/yr
- elf lip424K/yr
- elf lip oil682K/yr
Top lip gloss 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. Glow Reviver Lip Oil Nourishing Tinted Lip Oil For A High-shine Finish Infused With Jojoba Oil Vegan & Cruelty-free Pink Quartz
e.l.f.$8.744.6★29,517 rev
NYX PROFESSIONAL MAKEUP Butter Gloss Non-Sticky Lip Gloss - Sugar Glass Clear
NYX PROFESSIONAL MAKEUP$5.534.5★125,229 rev
e.l.f. Squeeze Me More Lip Balm Duo Moisturizing Balm For A Sheer Tint Of Color Made With Hyaluronic Acid Vegan & Cruelty-Free Cherry & Bubblegum
e.l.f.$8.474.6★26,453 rev
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
e.l.f. Glow Reviver Lip Oil Nourishing Tinted Lip Oil For A High-shine Finish Infused With Jojoba Oil Vegan & Cruelty-free Rose Envy
e.l.f.$8.674.6★29,517 rev
Newest
by launch datee.l.f. Squeeze Me More Lip Balm Duo Moisturizing Balm For A Sheer Tint Of Color Made With Hyaluronic Acid Vegan & Cruelty-Free Cherry & Bubblegum
e.l.f.$8.4726,453 rev
SKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)
SKINTIFIC$11.011,516 rev
e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Strawberry Shortcake
e.l.f.$8.626,629 rev
e.l.f. Glow Reviver Melting Lip Balm Hydrating Tinted Lip Balm For A Glossy Finish & Soft Supple Lips Vegan & Cruelty-Free Blackberry Sorbet
e.l.f.$8.266,629 rev
eos Lip Butter Vanilla Cashmere Peptide Lip Treatment 0.35 oz
eos$6.824,471 rev
Trending
90-day click momentumSKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)
SKINTIFIC$11.014.2★
EADEM Le Chouchou Lip Softening Balm Lip Gloss for Women Overnight Hydrating & Moisturizing Luxury Lip Balm 0.5 oz Butter Mochi
EADEM$23.874.6★
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★
KIKO Milano 3d Hydra Lipgloss 17 | Softening Lip Gloss For A 3d Look
Kiko Milano$12.154.6★
e.l.f. Lip Lacquer Hydrating Lip Gloss Non-Sticky Ultra-Shine with Vitamin A & E Vegan & Cruelty-Free Wild Rose
e.l.f.$3.804.4★
What buyers say about lip gloss
What buyers praise and complain about, mined from review topics.What buyers love
“color is accurate”
“Super hydrating”
“Goes on smooth”
“Great price for such a quality product”
“fresh scent”
“Love this lip gloss”
“Good value for money”
“Easily applicable”
“Sticky”
“Good texture”
What buyers complain about
“Too dark”
“Not sticky”
“Weird smell”
“Expensive”
“Breakage”
“No moisture”
“Very small container for the price”
“The consistency is thick”
“Cheap quality”
“Leaked everywhere”
Top return reasons
Common questions
- Is lip gloss profitable to sell on Amazon United States?
- The niche generates $7.8M/yr across 64 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -14.7%. Flapen's verdict: Worth a look (60/100).
- How competitive is the lip gloss niche?
- 25 brands and 276 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in lip gloss?
- Top complaints mined from reviews: Color, Adhesion/Stickiness, Smell. The return rate is 0.8%.
- When does demand for lip gloss peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.7× the quietest.
- What does it cost to enter the lip gloss niche?
- Listings span $2.25–$31.38; the average listing price is $10.58 (sweet spot $15–$100). The average incumbent carries 22,016 reviews — the moat a new listing must climb.