Is lipstick palette profitable to sell on Amazon United States?

The niche generates $60K/yr across 82 tracked products. 4 of 10 products launched in the last 360 days are still selling. 90-day search growth is -4.3%. Flapen's verdict: Worth a look (59/100).

How competitive is the lipstick palette niche?

46 brands and 150 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 29% of demand.

What do buyers complain about in lipstick palette?

Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 1.2%.

When does demand for lipstick palette peak?

Demand peaks in Jan–Dec; the busiest month runs 2.7× the quietest.

What does it cost to enter the lipstick palette niche?

Listings span $1.05–$81.63; the average listing price is $13.94 (sweet spot $15–$100). The average incumbent carries 9,866 reviews — the moat a new listing must climb.

lipstick palette

Worth a look

Shows no brand lock-in (top 5 brands take 29% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Brand share

Incredible29%

top-5 brand share — no brand owns this niche

Competition

Great23%

top-5 click share — an open shelf

Returns

Great1.2%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Price range

Great$1.05–$81.63

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Good$13.94

avg listing price — sweet spot $15–$100

Conversion

Okay2.9%

search→purchase rate — share of searches ending in a sale

Growth

Bad-4.3%

90-day search growth — must beat 0% to launch

Review moat

Bad9,865.91

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$60K

$60K/yr · 146K searches

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, lipstick palette is a $60K/yr Amazon United States market (146K searches/yr). The top 5 brands hold 29% of demand. Demand peaks in Jan–Dec. Verdict: Worth a look — 59/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

lipstick palette market data

Units sold / yr: 3K–3K; avg 0–100/product
Revenue / yr: $35K–$42K; units × avg price
Conversion rate: 2.9%
Avg BSR: #631
Page quality: 0%
Prime: 95%
Sponsored: 78%
Out of stock: 10.2%
Avg brand age: 48 months
Avg seller age: 137 days

Competition & brand share

Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.

Brands

46 falling

Sellers

150

Top-5 brand share

29%

Top 20: 75%

Top-5 click share

23%

Top 20: 59%

Open market

67%

Jolilab7%
DE'LANCI7%
BestLand5%
YEPYEPGO5%
REVLON4%
MAYBELLINE4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.3% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 2.7×

Open Trend

Top lipstick palette search terms

lipstick palette64K/yr +3.3%1.3% conv.
lipstick gift set27K/yr -31.8%1.4% conv.
bulk lipstick8K/yr +1.4%1.6% conv.
nude lipstick set9K/yr -10.6%1.1% conv.
red lipstick set8K/yr +13.7%1.7% conv.
kit de labiales7K/yr +0.6%0.6% conv.
lipstick gift sets for women9K/yr +8.3%1.4% conv.
lipstick bundle4K/yr -1.0%3.1% conv.
pink lipstick set4K/yr -23.3%1.1% conv.
matte liquid lipstick set3K/yr -8.2%1.3% conv.

All search terms

Top lipstick palette 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.

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

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

DELANCI Lipstick Palette Nude Red Peach Pink Shades 25 Color Professional Moisturizing Lip Gloss Long Lasting Soft Smooth Lipstick Pallet Waterproof Pigmented Halloween Face Paint Costume Makeup

DE'LANCI$14.594.4★174 rev

YEPYEPGO 9 Colors Lipstick Palette Matte Velvet Lip Cream Color Palette Pro Lip & Cheek Makeup Long Lasting Moisturizing Waterproof for Every Occasion

YEPYEPGO$9.004.2★4 rev

9-Color Lipstick Palette with Applicator Velvet Matte Lip & Cheek Tint

Okerker$9.793.9★39 rev

OCHAIN 12 Colors Matte Lipstick Palette with 12 Lip Liners All-in-One Professional Lip Makeup Kit Long-Lasting Waterproof Velvet Lipstick Set Complete Lip Liner & Lipstick Collection for Women

O'CHAIN$10.174.2★5 rev

Newest

by launch date

AZEN 30 Pack Lip Gloss Bulk Set Shimmery Lip Gloss for Women and Girls With Rich Varied Colors

AZEN$10.18122 rev

4mo ago

YEPYEPGO 9 Colors Lipstick Palette Matte Velvet Lip Cream Color Palette Pro Lip & Cheek Makeup Long Lasting Moisturizing Waterproof for Every Occasion

YEPYEPGO$9.004 rev

7mo ago

Colorful Lip Palette - Matte Cream Lipstick Set Cosmetic lipglos Kit Compact Design Makeup Palette | Perfect Long Wear Lip Color for Wife Daughter Mom Daily GLAMs Party Special Occasions Beauty Love

Generic$12.612 rev

7mo ago

Charlotte Tilbury Iconic Hollywood Lip Trio - Limited-Edition Lipstick Gift Set Featuring K.I.S.S.I.N.G Shades - Moisturizing Flattering Travel Size Lipsticks

Charlotte Tilbury$31.96921 rev

9mo ago

OCHAIN 12 Colors Matte Lipstick Palette with 12 Lip Liners All-in-One Professional Lip Makeup Kit Long-Lasting Waterproof Velvet Lipstick Set Complete Lip Liner & Lipstick Collection for Women

O'CHAIN$10.175 rev

10mo ago

What buyers say about lipstick palette

What buyers praise and complain about, mined from review topics.

What buyers love

Color39%

“Amazing color”

Value For Money9%

“Great deal”

Quality-Overall8%

“High quality lipstick”

Soft Feel6%

“Nice and creamy”

Moist/Dry6%

“great moisturizer”

Durability3%

“Cute and durable”

Ease Of Application2%

“quick application”

Gifting Purpose2%

“Best gift”

Advertised Vs Actual Product2%

“As advertised”

Texture/Consistency-Overall2%

“Love the texture”

What buyers complain about

Color26%

“color looks different”

Durability9%

“Break easily”

Moist/Dry7%

“Too dry”

Quality-Overall6%

“Junk quality”

Size-Overall6%

“Extremely small”

Smell4%

“They smell weird”

Advertised Vs Actual Product4%

“Different than pictured”

Value For Money3%

“Too expensive”

Adhesion/Stickiness3%

“It is not sticky”

Smudge Resistance1%

“Smudges”

Top return reasons

Color53%

Advertised Vs Actual Product12%

Size-Overall5%

Quality-Overall4%

Moist/Dry4%