lip primer
Worth a lookShows low returns (0.8%), but soft demand (+0.3% this quarter) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Avg price
Great$15.52avg listing price — sweet spot $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.6%search→purchase rate — share of searches ending in a sale
Review moat
Okay2,066.45avg incumbent reviews — the moat a new listing must climb
Price range
Okay$4.46–$23.03cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$219K$219K/yr · 309K searches
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Growth
Okay+0.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, lip primer is a $219K/yr Amazon United States market (309K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 53/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
lip primer market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- $194K–$233K
- units × avg price
- Conversion rate
- 4.6%
- Avg BSR
- #214
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 73%
- Out of stock
- 2.4%
- Avg brand age
- 63 months
- Avg seller age
- 136 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
82
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
46%
Top 20: 86%
Open market
13%
- Anastasia Beverly Hills57%
- MAC9%
- ColourPop8%
- e.l.f.5%
- L.A. Girl4%
- KYDA3%
- Open — no brand owns it (8 brands, 13%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.5×
Top lip primer search terms
- anastasia lipstick102K/yr
- lip primer73K/yr
- anastasia beverly hills lipstick27K/yr
- lip primer for older women21K/yr
- anastasia lipstick matte14K/yr
- anastasia lip12K/yr
- lip primer for lipstick15K/yr
- mac lip primer8K/yr
- lipstick primer10K/yr
- mac prep and prime lip primer7K/yr
Top lip primer 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
Anastasia Beverly Hills Lip Primer - Clear Colorless Lip Balm Base to Prevent Feathering and Enhance Pigment Longevity Travel-Friendly Lip Prep
Anastasia Beverly Hills$15.094.3★2,075 rev
MAC Prep + Prime Lip 0.05 Ounce
MAC$23.034.5★967 rev
ColourPop Lippie Primer - Nourishing Lip Primer Formulated with Vitamin E & Shea Butter for All Day Moisture - Preps Skin for Lip Makeup Application - Paraben and Sulfate Free (0.4 oz)
ColourPop$7.824.3★201 rev
Anastasia Beverly Hills Liquid Lipstick - Full-Pigment Long-Wearing Matte Liquid Lip Color with Smudge-Resistant Comfortable Wear for Bold Defined Lips - Dusty Rose
Anastasia Beverly Hills$18.394.4★1,251 rev
Anastasia Beverly Hills Matte Lipstick - Full-Pigment Long-Wearing Matte Lip Color with Smooth Comfortable Finish for Soft Velvet-Looking Lips - Blush Brown
Anastasia Beverly Hills$20.424.4★883 rev
Newest
by launch date
Kiko Milano Universal Blur Lip Primer | Universal Perfecting Lip Primer
Kiko Milano$13.90189 rev
e.l.f. Pout Clout Lip Plumping Pen Nourishing Lip Balm For Sheer Color & Shine Plumps & Moisturizes Vegan & Cruelty-Free In The Clear
e.l.f.$8.034,971 rev
LAURA GELLER NEW YORK Modern Classic Invisible Color Locking Lip Liner
LAURA GELLER NEW YORK$15.992,043 rev
ColourPop Lippie Primer - Nourishing Lip Primer Formulated with Vitamin E & Shea Butter for All Day Moisture - Preps Skin for Lip Makeup Application - Paraben and Sulfate Free (0.4 oz)
ColourPop$7.82201 rev
KYDA 2 Pcs Lip Primer Colorless Tint Smoothes and Refines Lips Moisturizing Primer for Lips Sheer Lightweight Lip Base Lipstick Primer & Daily Lips Balm
KYDA$6.91199 rev
Trending
90-day click momentum
Anastasia Beverly Hills Matte Lipstick - Full-Pigment Long-Wearing Matte Lip Color with Smooth Comfortable Finish for Soft Velvet-Looking Lips - Sugar Plum
Anastasia Beverly Hills$20.004.4★
Anastasia Beverly Hills Liquid Lipstick - Full-Pigment Long-Wearing Matte Liquid Lip Color with Smudge-Resistant Comfortable Wear for Bold Defined Lips - Dusty Rose
Anastasia Beverly Hills$18.394.4★
Anastasia Beverly Hills Matte Lipstick - Full-Pigment Long-Wearing Matte Lip Color with Smooth Comfortable Finish for Soft Velvet-Looking Lips - Blush Brown
Anastasia Beverly Hills$20.424.4★
Anastasia Beverly Hills Liquid Lipstick - Full-Pigment Long-Wearing Matte Liquid Lip Color with Smudge-Resistant Comfortable Wear for Bold Defined Lips - Ashton
Anastasia Beverly Hills$18.634.6★
Anastasia Beverly Hills Lip Gloss - High-Shine Non-Sticky Lip Gloss for Fuller-Looking Lips with Smooth Comfortable Wear and Luminous Color Finish - Dusty Rose
Anastasia Beverly Hills$19.184.6★
What buyers say about lip primer
What buyers praise and complain about, mined from review topics.What buyers love
“Very hydrating”
“Love the shade”
“It glides on smoothly”
“good quality brand for cosmetics”
“Worth it”
“fragrance free”
“it gives just the right shine”
“Exactly what I needed”
“Lasts all day”
“Texture is smooth”
What buyers complain about
“Didn't work”
“very dry”
“Wrong color,”
“Doesn't last”
“Not good value”
“not a quality pencil”
“Made my lips very dark maybe allergic no good quality”
“It feels too thick on lips”
“Smells of chemicals”
“Too oily”
Top return reasons
Common questions
- Is lip primer profitable to sell on Amazon United States?
- The niche generates $219K/yr across 33 tracked products. 90-day search growth is +0.3%. Flapen's verdict: Worth a look (53/100).
- How competitive is the lip primer niche?
- 14 brands and 82 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in lip primer?
- Top complaints mined from reviews: Functionality-Overall, Moist/Dry, Color. The return rate is 0.8%.
- When does demand for lip primer peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 2.5× the quietest.
- What does it cost to enter the lip primer niche?
- Listings span $4.46–$23.03; the average listing price is $15.52 (sweet spot $15–$100). The average incumbent carries 2,066 reviews — the moat a new listing must climb.