liquid highlighter
Skip itPrices mostly outside the sweet spot ($5.09–$16.89) — this niche doesn't clear our bar today.
Returns
Great1.2%return rate — above 5% kills the launch gate
Conversion
Good5.2%search→purchase rate — share of searches ending in a sale
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Market size
Okay$265K$265K/yr · 546K searches
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Avg price
Okay$9.40avg listing price — sweet spot $15–$100
Review moat
Bad7,593.85avg incumbent reviews — the moat a new listing must climb
Growth
Bad-9.6%90-day search growth — must beat 0% to launch
Price range
Bad$5.09–$16.89cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, liquid highlighter is a $265K/yr Amazon United States market (546K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Oct. Verdict: Skip it — 46/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
liquid highlighter market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- $235K–$282K
- units × avg price
- Conversion rate
- 5.2%
- Avg BSR
- #82
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 81%
- Out of stock
- 0.0%
- Avg brand age
- 47 months
- Avg seller age
- 131 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
13 flat
Sellers
114
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
51%
Top 20: 92%
Open market
14%
- e.l.f.44%
- SHEGLAM16%
- Sharpie12%
- L'Oreal Paris5%
- ColourPop5%
- wet n wild4%
- Open — no brand owns it (7 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -9.6% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 3.0×
Top liquid highlighter search terms
- liquid highlighter168K/yr
- elf highlighter114K/yr
- liquid highlighter makeup49K/yr
- sheglam highlighter61K/yr
- sharpie liquid highlighters38K/yr
- iluminador liquido14K/yr
- elf highlighter makeup8K/yr
- highlighter liquid11K/yr
- elf halo glow highlighter10K/yr
- she glam highlighter13K/yr
Top liquid highlighter 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
e.l.f. Halo Glow Highlight Beauty Wand Liquid Highlighter Wand For Luminous Glowing Skin Buildable Formula Vegan & Cruelty-free Champagne Campaign
e.l.f.$9.084.5★4,583 rev
SHEGLAM Glow Bloom Liquid Waterproof Highlighter Long Lasting Cream Highlighter with Shimmer Dewy Finish - Vanilla Frost
SHEGLAM$6.814.4★2,521 rev
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era
e.l.f.$8.964.4★969 rev
Sharpie Liquid Highlighters Chisel Tip Assorted Colors 10 Count - Journaling School Study Supplies
Sharpie$10.994.8★15,451 rev
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Prosecco Poppin
e.l.f.$8.924.4★969 rev
Newest
by launch datee.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era
e.l.f.$8.96969 rev
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Prosecco Poppin
e.l.f.$8.92969 rev
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Blush Money
e.l.f.$8.95969 rev
SHEGLAM Glowchi Bouncy Highlighter Mochi-like Formula Highlighter Long-lasting Shimmer Makeup-Powdered Sugar
SHEGLAM$8.59433 rev
e.l.f. Halo Glow Highlight Beauty Wand Liquid Highlighter Wand For Luminous Glowing Skin Buildable Formula Vegan & Cruelty-free IRL Angel
e.l.f.$9.114,583 rev
Trending
90-day click momentum
Saie Mini Glowy Super Gel - Hydrating Makeup Primer and Illuminating Glow Serum Enriched with Vitamin C and Squalane Oil - All-Over Liquid Highlighter Makeup for Instant Glass Skin - Starglow (0.5 oz)
Saie$16.894.5★
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Blush Money
e.l.f.$8.954.4★
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era
e.l.f.$8.964.4★
KYDA Liquid Highlighter Natural Glow Face Illuminator Multiuse Liquid Glow Filter Makeup Complexion Booster Healthy Glowing Skin Look with Buildable Sheer Coverage Champagne
KYDA$6.804.2★
e.l.f. Halo Glow Highlight Beauty Wand Liquid Highlighter Wand For Luminous Glowing Skin Buildable Formula Vegan & Cruelty-free IRL Angel
e.l.f.$9.114.5★
What buyers say about liquid highlighter
What buyers praise and complain about, mined from review topics.What buyers love
“Gives a glow”
“Fabulous color”
“The price point is amazing for the quality”
“Great on skin”
“Worth the money”
“Cute and soft”
“Its a great moisturizer”
“Just as advertised”
“lasts throughout the day”
“I like that its lightweight and blends easily”
What buyers complain about
“No glow on skin”
“WAY TOO DARK”
“Allergic reaction”
“It also breaks very easily”
“Small size”
“Chemical smell”
“It was disappointing that it didnt do what it said in description though matches my skin tone”
“overpriced for the quality”
“Not working”
“Too sheer”
Top return reasons
Common questions
- Is liquid highlighter profitable to sell on Amazon United States?
- The niche generates $265K/yr across 27 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -9.6%. Flapen's verdict: Skip it (46/100).
- How competitive is the liquid highlighter niche?
- 13 brands and 114 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in liquid highlighter?
- Top complaints mined from reviews: Brightness/Shine/Glow, Color, Allergies. The return rate is 1.2%.
- When does demand for liquid highlighter peak?
- Demand peaks in Oct; the busiest month runs 3.0× the quietest.
- What does it cost to enter the liquid highlighter niche?
- Listings span $5.09–$16.89; the average listing price is $9.40 (sweet spot $15–$100). The average incumbent carries 7,594 reviews — the moat a new listing must climb.