---
title: "Lip Gloss — $7.8M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lip-gloss"
last_updated: "2026-08-11T15:49:44.863Z"
locale: en
meta:
description: "Niche score 60/100 · $7.8M/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 60/100 · $7.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Lip Gloss — $7.8M/yr Amazon US Niche (2026) - Flapen"
---
# **lip gloss**
**Worth a look**
Shows a $7.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 18Conversion 44Competition 86Returns 96Price range 56Avg price 38Brand share 61Review moat 15Quality gap 35
**Market size**
**Incredible****$7.8M**
$7.8M/yr · 21.1M searches
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Brand share**
**Good****68%**
top-5 brand share — brands hold most of the demand
**Price range**
**Good****$2.25–$31.38**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.5%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$10.58**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-14.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****22,016.19**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
800K600KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lip-gloss/trend)
## **Top lip gloss search terms**
- **lip gloss**9.4M/yr-11.4%2.2% conv. - **lip oil**1.8M/yr-22.1%1.4% conv. - **elf lip gloss**1.5M/yr-17.7%3.2% conv. - **fenty beauty**1.1M/yr-17.6%0.1% conv. - **lipgloss**821K/yr-2.6%2.1% conv. - **lip gloss for women**695K/yr+20.1%3.1% conv. - **lip gloss set**995K/yr-41.2%1.4% conv. - **gloss**478K/yr-6.6%0.9% conv. - **elf lip**424K/yr-0.8%1.5% conv. - **elf lip oil**682K/yr-38.6%3.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/lip-gloss/search-terms)
## **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.
0%3%$234K6%$468K9%$702K12%$936K1001K10K100K1.0M 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**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.**$8.74**4.6★29,517 rev](https://www.amazon.com/dp/B0CL8W1HZQ) [2**NYX PROFESSIONAL MAKEUP Butter Gloss Non-Sticky Lip Gloss - Sugar Glass Clear**NYX PROFESSIONAL MAKEUP**$5.53**4.5★125,229 rev](https://www.amazon.com/dp/B09SP2XHKT) [3**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.**$8.47**4.6★26,453 rev](https://www.amazon.com/dp/B0FPMGZ18H) [4**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**$24.00**4.7★10,168 rev](https://www.amazon.com/dp/B0C42HJRBF) [5**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.**$8.67**4.6★29,517 rev](https://www.amazon.com/dp/B0CMJZ8G6Y)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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.**$8.47**26,453 rev8mo ago](https://www.amazon.com/dp/B0FPMGZ18H) [**SKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)**SKINTIFIC**$11.01**1,516 rev1y ago](https://www.amazon.com/dp/B0FGCLTN83) [**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.**$8.62**6,629 rev1y ago](https://www.amazon.com/dp/B0DZP8PN3N) [**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.**$8.26**6,629 rev1y ago](https://www.amazon.com/dp/B0DZPBWN1L) [**eos Lip Butter Vanilla Cashmere Peptide Lip Treatment 0.35 oz**eos**$6.82**4,471 rev1y ago](https://www.amazon.com/dp/B0CRRZNL11)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**SKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)**SKINTIFIC**$11.01**4.2★**▲ 461%**](https://www.amazon.com/dp/B0FGCLTN83) [**EADEM Le Chouchou Lip Softening Balm Lip Gloss for Women Overnight Hydrating & Moisturizing Luxury Lip Balm 0.5 oz Butter Mochi**EADEM**$23.87**4.6★**▲ 208%**](https://www.amazon.com/dp/B0DFRL3GHB) [**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**$24.00**4.7★**▲ 114%**](https://www.amazon.com/dp/B0C42HJRBF) [**KIKO Milano 3d Hydra Lipgloss 17 | Softening Lip Gloss For A 3d Look**Kiko Milano**$12.15**4.6★**▲ 78%**](https://www.amazon.com/dp/B077DN2444) [**e.l.f. Lip Lacquer Hydrating Lip Gloss Non-Sticky Ultra-Shine with Vitamin A & E Vegan & Cruelty-Free Wild Rose**e.l.f.**$3.80**4.4★**▲ 59%**](https://www.amazon.com/dp/B085P2F87L)
**~~View all trending →~~**
## **What buyers say about lip gloss**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**19%
*“color is accurate”*
**Moist/Dry**13%
*“Super hydrating”*
**Soft Feel**10%
*“Goes on smooth”*
**Quality-Overall**9%
*“Great price for such a quality product”*
**Smell**9%
*“fresh scent”*
**Brightness/Shine/Glow**6%
*“Love this lip gloss”*
**Value For Money**5%
*“Good value for money”*
**Ease Of Application**2%
*“Easily applicable”*
**Adhesion/Stickiness**2%
*“Sticky”*
**Texture/Consistency-Overall**2%
*“Good texture”*
### **What buyers complain about **
**Color**10%
*“Too dark”*
**Adhesion/Stickiness**10%
*“Not sticky”*
**Smell**8%
*“Weird smell”*
**Value For Money**6%
*“Expensive”*
**Durability**6%
*“Breakage”*
**Moist/Dry**6%
*“No moisture”*
**Size-Overall**6%
*“Very small container for the price”*
**Thickness**4%
*“The consistency is thick”*
**Quality-Overall**2%
*“Cheap quality”*
**Leak-Proof**2%
*“Leaked everywhere”*
### **Top return reasons **
**Color**43%
**Advertised Vs Actual Product**10%
**Smell**6%
**Adhesion/Stickiness**6%
**Product Condition**5%
**Size-Overall**4%
**Moist/Dry**4%
**Value For Money**4%
**Texture/Consistency-Overall**3%
**Functionality-Overall**3%
## **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.
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