---
title: "Lip Primer — $219K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lip-primer"
last_updated: "2026-08-11T15:50:04.394Z"
locale: en
meta:
description: "Niche score 53/100 · $219K/yr market · 309K searches/yr · $15.52 avg price. Soft demand (+0.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $219K/yr market · 309K searches/yr · $15.52 avg price. Soft demand (+0.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Lip Primer — $219K/yr Amazon US Niche (2026) - Flapen"
---
# **lip primer**
**Worth a look**
Shows low returns (0.8%), but soft demand (+0.3% this quarter) keeps it on the watch list.
Market size 42Growth 25Conversion 55Competition 65Returns 96Price range 43Avg price 76Brand share 35Review moat 44Quality gap 67
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$15.52**
avg listing price — sweet spot $15–$100
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Good****4.6%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****2,066.45**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****$4.46–$23.03**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****$219K**
$219K/yr · 309K searches
**Brand share**
**Okay****84%**
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 ~~](https://flapen.com/research/methodology)
## **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.
13K8KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lip-primer/trend)
## **Top lip primer search terms**
- **anastasia lipstick**102K/yr+10.0%0.8% conv. - **lip primer**73K/yr-12.7%5.7% conv. - **anastasia beverly hills lipstick**27K/yr+20.9%0.5% conv. - **lip primer for older women**21K/yr-10.4%7.5% conv. - **anastasia lipstick matte**14K/yr+43.0%0.8% conv. - **anastasia lip**12K/yr+55.0%1.0% conv. - **lip primer for lipstick**15K/yr-33.3%6.2% conv. - **mac lip primer**8K/yr+2.8%11.4% conv. - **lipstick primer**10K/yr-21.3%5.8% conv. - **mac prep and prime lip primer**7K/yr-12.7%15.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/lip-primer/search-terms)
## **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.
0%4%$9K8%$18K12%$26K16%$35K1001K10K100K 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**Anastasia Beverly Hills Lip Primer - Clear Colorless Lip Balm Base to Prevent Feathering and Enhance Pigment Longevity Travel-Friendly Lip Prep**Anastasia Beverly Hills**$15.09**4.3★2,075 rev](https://www.amazon.com/dp/B00P1SJ9YO) [2**MAC Prep + Prime Lip 0.05 Ounce**MAC**$23.03**4.5★967 rev](https://www.amazon.com/dp/B002SKZS4S) [3**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**$7.82**4.3★201 rev](https://www.amazon.com/dp/B0CYJY6665) [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**$18.39**4.4★1,251 rev](https://www.amazon.com/dp/B013JE1X7M) [5**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**$20.42**4.4★883 rev](https://www.amazon.com/dp/B0BS4BY31R)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Kiko Milano Universal Blur Lip Primer | Universal Perfecting Lip Primer**Kiko Milano**$13.90**189 rev1y ago](https://www.amazon.com/dp/B0BHF22JNJ) [**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.**$8.03**4,971 rev2y ago](https://www.amazon.com/dp/B0CPYMLVJJ) [**LAURA GELLER NEW YORK Modern Classic Invisible Color Locking Lip Liner**LAURA GELLER NEW YORK**$15.99**2,043 rev2y ago](https://www.amazon.com/dp/B0CY5PXPN6) [**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**$7.82**201 rev2y ago](https://www.amazon.com/dp/B0CYJY6665) [**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**$6.91**199 rev2y ago](https://www.amazon.com/dp/B0CW2ZKV4W)
**~~View all new products →~~**
### **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**$20.00**4.4★**▲ 79%**](https://www.amazon.com/dp/B09RTPW4Y8) [**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**$18.39**4.4★**▲ 77%**](https://www.amazon.com/dp/B013JE1X7M) [**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**$20.42**4.4★**▲ 63%**](https://www.amazon.com/dp/B0BS4BY31R) [**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**$18.63**4.6★**▲ 59%**](https://www.amazon.com/dp/B01DWJDL4M) [**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**$19.18**4.6★**▲ 40%**](https://www.amazon.com/dp/B0C7D2ZFDZ)
**~~View all trending →~~**
## **What buyers say about lip primer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**13%
*“Very hydrating”*
**Color**13%
*“Love the shade”*
**Soft Feel**12%
*“It glides on smoothly”*
**Quality-Overall**10%
*“good quality brand for cosmetics”*
**Value For Money**6%
*“Worth it”*
**Smell**4%
*“fragrance free”*
**Brightness/Shine/Glow**4%
*“it gives just the right shine”*
**Advertised Vs Actual Product**4%
*“Exactly what I needed”*
**Durability**3%
*“Lasts all day”*
**Texture/Consistency-Overall**2%
*“Texture is smooth”*
### **What buyers complain about **
**Functionality-Overall**16%
*“Didn't work”*
**Moist/Dry**11%
*“very dry”*
**Color**9%
*“Wrong color,”*
**Durability**8%
*“Doesn't last”*
**Value For Money**6%
*“Not good value”*
**Quality-Overall**4%
*“not a quality pencil”*
**Allergies**3%
*“Made my lips very dark maybe allergic no good quality”*
**Thickness**3%
*“It feels too thick on lips”*
**Smell**3%
*“Smells of chemicals”*
**Oily/Greasy**3%
*“Too oily”*
### **Top return reasons **
**Color**39%
**Advertised Vs Actual Product**15%
**Functionality-Overall**14%
**Moist/Dry**8%
**Product Condition**5%
**Adhesion/Stickiness**2%
**Defective Material/Parts**2%
**Texture/Consistency-Overall**2%
**Quality-Overall**2%
**Smell**1%
## **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.
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