---
title: "Lipstick — $2.3M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/lipstick"
last_updated: "2026-08-11T20:45:24.318Z"
locale: en
meta:
description: "Niche score 59/100 · $2.3M/yr market · 9.3M searches/yr · $7.43 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 59/100 · $2.3M/yr market · 9.3M searches/yr · $7.43 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Lipstick — $2.3M/yr Amazon US Niche (2026) - Flapen"
---
# **lipstick**
**Launch it**
A $2.3M/yr market growing +3.3% this quarter with returns at 1.3% — clears our launch bar.
Market size 95Growth 29Conversion 41Competition 84Returns 90Price range 55Avg price 21Brand share 39Review moat 9Quality gap 62
**Market size**
**Incredible****$2.3M**
$2.3M/yr · 9.3M searches
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****31%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****$1.04–$31.98**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.3%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****82%**
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****$7.43**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****33,919.11**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
400K300KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/lipstick/trend)
## **Top lipstick search terms**
- **lipstick**2.6M/yr+18.0%1.3% conv. - **lipstick for women**943K/yr-6.8%1.8% conv. - **loreal lipstick**557K/yr+3.1%1.4% conv. - **lip stick**570K/yr-13.1%1.6% conv. - **revlon lipstick**536K/yr-2.7%1.2% conv. - **matte lipstick**523K/yr-2.8%1.1% conv. - **red lipstick**699K/yr-10.0%5.9% conv. - **lipstick for older women**299K/yr+8.9%2.4% conv. - **nude lipstick**381K/yr-9.3%2.0% conv. - **labiales mate 24 horas originales**214K/yr+15.9%0.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/lipstick/search-terms)
## **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.
0%3%$68K6%$136K9%$203K12%$271K1K10K100K1.0M 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**LOreal Paris Colour Riche Original Creamy Hydrating Satin Lipstick with Argan Oil and Vitamin E Ballerina Shoes 1 Count**L'Oreal Paris**$7.87**4.4★27,656 rev](https://www.amazon.com/dp/B00F4VUTQU) [2**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**$1.06**4.3★64,471 rev](https://www.amazon.com/dp/B0011291MO) [3**Revlon Super Lustrous Lipstick Creamy Formula For Soft Fuller-Looking Lips Moisturized Feel 764 On the Mauve 0.15 oz**REVLON**$6.14**4.6★41,262 rev](https://www.amazon.com/dp/B07XTTHXND) [4**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**$8.38**4.4★190,208 rev](https://www.amazon.com/dp/B07W59CNXQ) [5**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**$9.27**4.2★1,740 rev](https://www.amazon.com/dp/B0DZNWSFJV)
**~~View all top sellers →~~**
### **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**$7.92**2,121 rev6mo ago](https://www.amazon.com/dp/B0FTT9WMD9) [**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**$31.98**2,643 rev11mo ago](https://www.amazon.com/dp/B0FGDW5RLH) [**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**$9.27**1,740 rev1y ago](https://www.amazon.com/dp/B0DZNWSFJV) [**Maybelline Super Stay Teddy Lip Tint Long Lasting Matte Lipstick For Up To 12HR Wear Kneehigh 1 Count**MAYBELLINE**$8.99**13,834 rev1y ago](https://www.amazon.com/dp/B0DHF9X19V) [**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**$8.45**6,487 rev1y ago](https://www.amazon.com/dp/B0DHYFX26G)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**MAYBELLINE Serum Lipstick Hydrating Lip Makeup with 8HRs of Lip Plumping Moisture with Hyaluronic Acid + Oil Blend Wild Card (Midtone Red Matte)**MAYBELLINE**$7.92**4.4★**▲ 158%**](https://www.amazon.com/dp/B0FTT9WMD9) [**LOreal Paris Colour Riche Original Creamy Hydrating Satin Lipstick with Argan Oil and Vitamin E Ballerina Shoes 1 Count**L'Oreal Paris**$7.87**4.4★**▲ 154%**](https://www.amazon.com/dp/B00F4VUTQU) [**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**$1.49**4.3★**▲ 129%**](https://www.amazon.com/dp/B00YFQ3Q9W) [**Maybelline Color Sensational Lipstick Lip Makeup Matte Finish Hydrating Lipstick Nude Pink Red Plum Lip Color Divine Wine 1 Count**MAYBELLINE**$5.97**4.5★**▲ 119%**](https://www.amazon.com/dp/B00OLPDKB6) [**Revlon Super Lustrous Lipstick Creamy Formula For Soft Fuller-Looking Lips Moisturized Feel 535 Rum Raisin 0.15 oz**REVLON**$6.76**4.6★**▲ 113%**](https://www.amazon.com/dp/B00005320H)
**~~View all trending →~~**
## **What buyers say about lipstick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**42%
*“Color accurate”*
**Value For Money**7%
*“Great deal”*
**Soft Feel**7%
*“And soft”*
**Quality-Overall**6%
*“great affordable quality”*
**Moist/Dry**6%
*“Great moisturizer”*
**Durability**5%
*“Stays all day”*
**Ease Of Application**2%
*“Easy to apply”*
**Texture/Consistency-Overall**2%
*“Good texture”*
**Brightness/Shine/Glow**1%
*“I love this gloss”*
**Advertised Vs Actual Product**1%
*“As described”*
### **What buyers complain about **
**Color**25%
*“Awful color”*
**Durability**10%
*“Breaks off easily”*
**Moist/Dry**9%
*“doesn't moisturize”*
**Smell**5%
*“Bad smell”*
**Value For Money**4%
*“Kind of expensive”*
**Advertised Vs Actual Product**3%
*“Doesn't look like pic”*
**Quality-Overall**3%
*“Poor Quality Control”*
**Adhesion/Stickiness**3%
*“Its not super sticky”*
**Stain Resistance**2%
*“The stain”*
**Product Condition**1%
*“appears to have been used”*
### **Top return reasons **
**Color**57%
**Advertised Vs Actual Product**10%
**Stain Resistance**6%
**Moist/Dry**4%
**Product Condition**3%
**Smell**3%
**Functionality-Overall**3%
**Texture/Consistency-Overall**1%
**Durability**1%
**Quality-Overall**1%
## **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.
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