lip liner
Worth a lookShows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Market size
Incredible$2.9M$2.9M/yr · 9.0M searches
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Good74%top-5 brand share — brands hold most of the demand
Conversion
Good4.0%search→purchase rate — share of searches ending in a sale
Price range
Okay$1.05–$24.52cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-4.3%90-day search growth — must beat 0% to launch
Avg price
Bad$8.03avg listing price — sweet spot $15–$100
Review moat
Bad13,850.84avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, lip liner is a $2.9M/yr Amazon United States market (9.0M searches/yr). The top 5 brands hold 74% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
lip liner market data
- Units sold / yr
- 300K–400K
- avg 10,000–12,500/product
- Revenue / yr
- $2.4M–$3.2M
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #22
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 72%
- Out of stock
- 0.0%
- Avg brand age
- 52 months
- Avg seller age
- 123 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
19 rising
Sellers
127
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
46%
Top 20: 86%
Open market
22%
- NYX PROFESSIONAL MAKEUP32%
- e.l.f.20%
- REVLON11%
- L.A. COLORS6%
- wet n wild5%
- Generic5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top lip liner search terms
- lip liner4.6M/yr
- nyx lip liner1.1M/yr
- brown lip liner542K/yr
- lip liners396K/yr
- lip liner set384K/yr
- mac lip liner254K/yr
- lip liner pencil381K/yr
- lip pencil212K/yr
- lipliner193K/yr
- revlon lip liner127K/yr
Top lip liner 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
NYX PROFESSIONAL MAKEUP Slim Lip Pencil Long-Lasting Creamy Lip Liner - Espresso
NYX PROFESSIONAL MAKEUP$5.464.5★52,571 rev
e.l.f. Cream Glide Lip Liner Highly-Pigmented Pencil For Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free Mauve Aside
e.l.f.$2.684.6★18,575 rev
Revlon Colorstay Lip Liner Makeup with Built-in-Sharpener Longwear Rich Medium Brown-Nude Shade Smooth Application 630 Nude 0.01 oz
REVLON$7.664.5★23,431 rev
e.l.f. Cream Glide Lip Liner Highly-Pigmented Pencil For Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free Dark Cocoa
e.l.f.$2.774.6★18,575 rev
12-Piece Brown Tone Lip Liner Pencil Set Assorted Colors
Generic$10.064.5★347 rev
Newest
by launch date
NYX PROFESSIONAL MAKEUP Lip Lingerie Liner Stain Seamless Make Up with All-Day Color Waterproof Lip Stain Finish - Naughty Nude (Warm Nude)
NYX PROFESSIONAL MAKEUP$11.732,117 rev
NYX PROFESSIONAL MAKEUP Matte Suede Lip Liner Velvety-Smooth Long-Lasting Formula For A Defined Lip Makeup Look - The OG Brew (Brown)
NYX PROFESSIONAL MAKEUP$5.605,862 rev
e.l.f. Cream Glide Lip Liner Highly-Pigmented Pencil For Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free That Merlot Tho
e.l.f.$2.8118,575 rev
6 Pcs Gradient Lip Liner and Lipstick Combo Set - 2-in-1 Ombre Lipstick & Brown Lip Liner Duo - Waterproof Long-Lasting Matte Finish - Smudge-Proof Full Coverage Lip Kit for Fuller & Plumper Lips
Beauty Glazed$8.711,090 rev
12-Piece Brown Tone Lip Liner Pencil Set Assorted Colors
Generic$10.06347 rev
Trending
90-day click momentum6 Pcs Gradient Lip Liner and Lipstick Combo Set - 2-in-1 Ombre Lipstick & Brown Lip Liner Duo - Waterproof Long-Lasting Matte Finish - Smudge-Proof Full Coverage Lip Kit for Fuller & Plumper Lips
Beauty Glazed$8.713.9★
NYX PROFESSIONAL MAKEUP Suede Matte Lip Liner Velvety-Smooth Long-Lasting Formula For A Defined Lip Makeup Look - Cold Brew (Brown)
NYX PROFESSIONAL MAKEUP$6.124.6★
NYX PROFESSIONAL MAKEUP Matte Suede Lip Liner Velvety-Smooth Long-Lasting Formula For A Defined Lip Makeup Look - The OG Brew (Brown)
NYX PROFESSIONAL MAKEUP$5.604.6★
tarte maracuja juicy lip liner Creamy Matte Lip Liner with Hyaluronic Acid with Vitamin E Vegan & Cruelty-Free full size soft pink
tarte$18.654.4★
NYX PROFESSIONAL MAKEUP Lip Lingerie Liner Stain Seamless Make Up with All-Day Color Waterproof Lip Stain Finish - Naughty Nude (Warm Nude)
NYX PROFESSIONAL MAKEUP$11.734.1★
What buyers say about lip liner
What buyers praise and complain about, mined from review topics.What buyers love
“color is accurate”
“Goes on smooth”
“Definitely worth the price”
“Great quality -- looks pretty natural”
“stays on all day”
“Easy to Apply”
“Goes on easy”
“nice texture”
“Just what I wanted”
“It is smudge resistant”
What buyers complain about
“Way Darker”
“Breaks to easily”
“Not moisturizing”
“Not worth the price”
“I felt like it was kinda cheap quality”
“Small tubes”
“Not a fan of the stain”
“Smudges”
“Darker than advertised”
“Hard to apply”
Top return reasons
Common questions
- Is lip liner profitable to sell on Amazon United States?
- The niche generates $2.9M/yr across 32 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -4.3%. Flapen's verdict: Worth a look (57/100).
- How competitive is the lip liner niche?
- 19 brands and 127 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in lip liner?
- Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 0.7%.
- When does demand for lip liner peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the lip liner niche?
- Listings span $1.05–$24.52; the average listing price is $8.03 (sweet spot $15–$100). The average incumbent carries 13,851 reviews — the moat a new listing must climb.