lipstick
Launch itA $2.3M/yr market growing +3.3% this quarter with returns at 1.3% — clears our launch bar.
Market size
Incredible$2.3M$2.3M/yr · 9.3M searches
Returns
Great1.3%return rate — above 5% kills the launch gate
Competition
Great31%top-5 click share — an open shelf
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good$1.04–$31.98cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.3%search→purchase rate — share of searches ending in a sale
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Growth
Okay+3.3%90-day search growth — must beat 0% to launch
Avg price
Bad$7.43avg listing price — sweet spot $15–$100
Review moat
Bad33,919.11avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, lipstick is a $2.3M/yr Amazon United States market (9.3M searches/yr). The top 5 brands hold 82% of demand. Demand peaks in Nov. Verdict: Launch it — 59/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
lipstick market data
- Units sold / yr
- 300K–400K
- avg 2,500–3,000/product
- Revenue / yr
- $2.2M–$3.0M
- units × avg price
- Conversion rate
- 3.3%
- Avg BSR
- #22
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 58%
- Out of stock
- 0.0%
- Avg brand age
- 53 months
- Avg seller age
- 128 days
Competition & brand share
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
20 flat
Sellers
199
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
31%
Top 20: 64%
Open market
14%
- REVLON23%
- wet n wild20%
- L'Oreal Paris19%
- MAYBELLINE16%
- Jolilab4%
- Clinique4%
- Open — no brand owns it (14 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.3% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.6×
Top lipstick search terms
- lipstick2.6M/yr
- lipstick for women943K/yr
- loreal lipstick557K/yr
- lip stick570K/yr
- revlon lipstick536K/yr
- matte lipstick523K/yr
- red lipstick699K/yr
- lipstick for older women299K/yr
- nude lipstick381K/yr
- labiales mate 24 horas originales214K/yr
Top lipstick 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
LOreal Paris Colour Riche Original Creamy Hydrating Satin Lipstick with Argan Oil and Vitamin E Ballerina Shoes 1 Count
L'Oreal Paris$7.874.4★27,656 rev
wet n wild Silk Finish Lipstick Hydrating Rich Buildable Lip Color Formulated with Vitamins A E & Macadamia for Ultimate Hydration Cruelty-Free & Vegan - Dark Pink Frost
wet n wild$1.064.3★64,471 rev
Revlon Super Lustrous Lipstick Creamy Formula For Soft Fuller-Looking Lips Moisturized Feel 764 On the Mauve 0.15 oz
REVLON$6.144.6★41,262 rev
Maybelline Super Stay Matte Ink Liquid Lipstick Makeup Long Lasting High Impact Color Up to 16H Wear Mover Brown 1 Count Packaging May Vary
MAYBELLINE$8.384.4★190,208 rev
Jolilab 12Pcs Velvet Matte Lipstick Nude Matte Soft Dark Color Stick High Pigmented Long-Lasting Waterproof Lip Stick Lip Balm Beauty Cosmetics Gift for Women(01#-12#)
Jolilab$9.274.2★1,740 rev
Newest
by launch date
MAYBELLINE Serum Lipstick Hydrating Lip Makeup with 8HRs of Lip Plumping Moisture with Hyaluronic Acid + Oil Blend Wild Card (Midtone Red Matte)
MAYBELLINE$7.922,121 rev
Charlotte Tilbury Matte Revolution Lipstick - Long Lasting Matte Lipstick Giftable Beauty Essential with Buildable Color & Lip-Loving Ingredients - Creamy Easy to Blend Formula - Pillow Talk Original
Charlotte Tilbury$31.982,643 rev
Jolilab 12Pcs Velvet Matte Lipstick Nude Matte Soft Dark Color Stick High Pigmented Long-Lasting Waterproof Lip Stick Lip Balm Beauty Cosmetics Gift for Women(01#-12#)
Jolilab$9.271,740 rev
Maybelline Super Stay Teddy Lip Tint Long Lasting Matte Lipstick For Up To 12HR Wear Kneehigh 1 Count
MAYBELLINE$8.9913,834 rev
REVLON Super Lustrous Glass Shine Balm Sheer Glossy Tinted Lip Balm Hydrating Formula with Hyaluronic Acid Aloe & Rose Quartz 008 Rum Raisin 0.11 oz
REVLON$8.456,487 rev
Trending
90-day click momentumMAYBELLINE Serum Lipstick Hydrating Lip Makeup with 8HRs of Lip Plumping Moisture with Hyaluronic Acid + Oil Blend Wild Card (Midtone Red Matte)
MAYBELLINE$7.924.4★
LOreal Paris Colour Riche Original Creamy Hydrating Satin Lipstick with Argan Oil and Vitamin E Ballerina Shoes 1 Count
L'Oreal Paris$7.874.4★
wet n wild Silk Finish Lipstick Hydrating Rich Buildable Lip Color Formulated with Vitamins A E & Macadamia for Ultimate Hydration Cruelty-Free & Vegan - Hot Red
wet n wild$1.494.3★
Maybelline Color Sensational Lipstick Lip Makeup Matte Finish Hydrating Lipstick Nude Pink Red Plum Lip Color Divine Wine 1 Count
MAYBELLINE$5.974.5★
Revlon Super Lustrous Lipstick Creamy Formula For Soft Fuller-Looking Lips Moisturized Feel 535 Rum Raisin 0.15 oz
REVLON$6.764.6★
What buyers say about lipstick
What buyers praise and complain about, mined from review topics.What buyers love
“Color accurate”
“Great deal”
“And soft”
“great affordable quality”
“Great moisturizer”
“Stays all day”
“Easy to apply”
“Good texture”
“I love this gloss”
“As described”
What buyers complain about
“Awful color”
“Breaks off easily”
“doesn't moisturize”
“Bad smell”
“Kind of expensive”
“Doesn't look like pic”
“Poor Quality Control”
“Its not super sticky”
“The stain”
“appears to have been used”
Top return reasons
Common questions
- Is lipstick profitable to sell on Amazon United States?
- The niche generates $2.3M/yr across 76 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +3.3%. Flapen's verdict: Launch it (59/100).
- How competitive is the lipstick niche?
- 20 brands and 199 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in lipstick?
- Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 1.3%.
- When does demand for lipstick peak?
- Demand peaks in Nov; the busiest month runs 1.6× the quietest.
- What does it cost to enter the lipstick niche?
- Listings span $1.04–$31.98; the average listing price is $7.43 (sweet spot $15–$100). The average incumbent carries 33,919 reviews — the moat a new listing must climb.