---
title: "Lip Liner — $2.9M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lip-liner"
last_updated: "2026-08-11T16:43:24.851Z"
locale: en
meta:
description: "Niche score 57/100 · $2.9M/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 57/100 · $2.9M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Lip Liner — $2.9M/yr Amazon US Niche (2026) - Flapen"
---
# **lip liner**
**Worth a look**
Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 96Growth 23Conversion 50Competition 65Returns 97Price range 41Avg price 22Brand share 52Review moat 20Quality gap 57
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Market size**
**Incredible****$2.9M**
$2.9M/yr · 9.0M searches
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****74%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Good****4.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****$1.05–$24.52**
cheapest 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****$8.03**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****13,850.84**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
250K150KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lip-liner/trend)
## **Top lip liner search terms**
- **lip liner**4.6M/yr-0.2%2.6% conv. - **nyx lip liner**1.1M/yr-12.8%2.0% conv. - **brown lip liner**542K/yr-10.8%6.3% conv. - **lip liners**396K/yr-1.3%1.7% conv. - **lip liner set**384K/yr-26.4%1.1% conv. - **mac lip liner**254K/yr+3.1%0.8% conv. - **lip liner pencil**381K/yr-26.1%3.1% conv. - **lip pencil**212K/yr-0.9%2.6% conv. - **lipliner**193K/yr+4.2%2.1% conv. - **revlon lip liner**127K/yr-2.8%3.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/lip-liner/search-terms)
## **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.
0%5%$147K10%$294K15%$440K20%$587K1001K10K100K 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**NYX PROFESSIONAL MAKEUP Slim Lip Pencil Long-Lasting Creamy Lip Liner - Espresso**NYX PROFESSIONAL MAKEUP**$5.46**4.5★52,571 rev](https://www.amazon.com/dp/B079ZX2QBD) [2**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.**$2.68**4.6★18,575 rev](https://www.amazon.com/dp/B0CMYR1CNK) [3**Revlon Colorstay Lip Liner Makeup with Built-in-Sharpener Longwear Rich Medium Brown-Nude Shade Smooth Application 630 Nude 0.01 oz**REVLON**$7.66**4.5★23,431 rev](https://www.amazon.com/dp/B01LTI19EM) [4**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.**$2.77**4.6★18,575 rev](https://www.amazon.com/dp/B0CMYTMYHQ) [5**12-Piece Brown Tone Lip Liner Pencil Set Assorted Colors**Generic**$10.06**4.5★347 rev](https://www.amazon.com/dp/B0FR2KHJJ9)
**~~View all top sellers →~~**
### **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**$11.73**2,117 rev6mo ago](https://www.amazon.com/dp/B0FT5X4249) [**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**$5.60**5,862 rev6mo ago](https://www.amazon.com/dp/B0G5T5NMJZ) [**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.**$2.81**18,575 rev1y ago](https://www.amazon.com/dp/B0F2XV7B78) [**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**$8.71**1,090 rev1y ago](https://www.amazon.com/dp/B0F1F4MD13) [**12-Piece Brown Tone Lip Liner Pencil Set Assorted Colors**Generic**$10.06**347 rev1y ago](https://www.amazon.com/dp/B0FR2KHJJ9)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$8.71**3.9★**▲ 198%**](https://www.amazon.com/dp/B0F1F4MD13) [**NYX PROFESSIONAL MAKEUP Suede Matte Lip Liner Velvety-Smooth Long-Lasting Formula For A Defined Lip Makeup Look - Cold Brew (Brown)**NYX PROFESSIONAL MAKEUP**$6.12**4.6★**▲ 179%**](https://www.amazon.com/dp/B07GXGLQQ7) [**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**$5.60**4.6★**▲ 152%**](https://www.amazon.com/dp/B0G5T5NMJZ) [**tarte maracuja juicy lip liner Creamy Matte Lip Liner with Hyaluronic Acid with Vitamin E Vegan & Cruelty-Free full size soft pink**tarte**$18.65**4.4★**▲ 111%**](https://www.amazon.com/dp/B0CCPJJ963) [**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**$11.73**4.1★**▲ 98%**](https://www.amazon.com/dp/B0FT5X4249)
**~~View all trending →~~**
## **What buyers say about lip liner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**36%
*“color is accurate”*
**Soft Feel**9%
*“Goes on smooth”*
**Value For Money**9%
*“Definitely worth the price”*
**Quality-Overall**8%
*“Great quality -- looks pretty natural”*
**Durability**6%
*“stays on all day”*
**Ease Of Application**4%
*“Easy to Apply”*
**Ease Of Use**2%
*“Goes on easy”*
**Texture/Consistency-Overall**2%
*“nice texture”*
**Advertised Vs Actual Product**2%
*“Just what I wanted”*
**Smudge Resistance**1%
*“It is smudge resistant”*
### **What buyers complain about **
**Color**22%
*“Way Darker”*
**Durability**13%
*“Breaks to easily”*
**Moist/Dry**6%
*“Not moisturizing”*
**Value For Money**5%
*“Not worth the price”*
**Quality-Overall**4%
*“I felt like it was kinda cheap quality”*
**Size-Overall**4%
*“Small tubes”*
**Stain Resistance**3%
*“Not a fan of the stain”*
**Smudge Resistance**3%
*“Smudges”*
**Advertised Vs Actual Product**3%
*“Darker than advertised”*
**Ease Of Application**3%
*“Hard to apply”*
### **Top return reasons **
**Color**61%
**Advertised Vs Actual Product**10%
**Functionality-Overall**4%
**Moist/Dry**4%
**Defective Material/Parts**2%
**Product Condition**2%
**Quality-Overall**2%
**Durability**2%
**Size-Overall**2%
**Value For Money**2%
## **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.
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