---
title: "Liquid Highlighter — $265K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/liquid-highlighter"
last_updated: "2026-08-11T15:49:59.972Z"
locale: en
meta:
description: "Niche score 46/100 · $265K/yr market · 546K searches/yr · $9.40 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $265K/yr market · 546K searches/yr · $9.40 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Liquid Highlighter — $265K/yr Amazon US Niche (2026) - Flapen"
---
# **liquid highlighter**
**Skip it**
Prices mostly outside the sweet spot ($5.09–$16.89) — this niche doesn't clear our bar today.
Market size 49Growth 20Conversion 60Competition 57Returns 91Price range 16Avg price 28Brand share 39Review moat 23Quality gap 50
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Good****5.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$265K**
$265K/yr · 546K searches
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****$9.40**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****7,593.85**
avg 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–$16.89**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
90K70KHoliday '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct · busiest ÷ quietest = 3.0×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/liquid-highlighter/trend)
## **Top liquid highlighter search terms**
- **liquid highlighter**168K/yr-2.4%2.6% conv. - **elf highlighter**114K/yr-16.1%4.9% conv. - **liquid highlighter makeup**49K/yr-3.8%2.3% conv. - **sheglam highlighter**61K/yr-34.0%2.0% conv. - **sharpie liquid highlighters**38K/yr-14.4%12.6% conv. - **iluminador liquido**14K/yr+1.7%1.3% conv. - **elf highlighter makeup**8K/yr+35.2%4.1% conv. - **highlighter liquid**11K/yr+2.2%2.4% conv. - **elf halo glow highlighter**10K/yr-2.8%6.6% conv. - **she glam highlighter**13K/yr-35.5%2.4% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/liquid-highlighter/search-terms)
## **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.
0%5%$13K10%$26K15%$40K20%$53K1001K10K100K 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**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.**$9.08**4.5★4,583 rev](https://www.amazon.com/dp/B0C6V67KJW) [2**SHEGLAM Glow Bloom Liquid Waterproof Highlighter Long Lasting Cream Highlighter with Shimmer Dewy Finish - Vanilla Frost**SHEGLAM**$6.81**4.4★2,521 rev](https://www.amazon.com/dp/B0BHQQSX91) [3**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.**$8.96**4.4★969 rev](https://www.amazon.com/dp/B0G1H4VG3X) [4**Sharpie Liquid Highlighters Chisel Tip Assorted Colors 10 Count - Journaling School Study Supplies**Sharpie**$10.99**4.8★15,451 rev](https://www.amazon.com/dp/B0002LD14O) [5**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.**$8.92**4.4★969 rev](https://www.amazon.com/dp/B0G1H2DCF6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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.**$8.96**969 rev6mo ago](https://www.amazon.com/dp/B0G1H4VG3X) [**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.**$8.92**969 rev6mo ago](https://www.amazon.com/dp/B0G1H2DCF6) [**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.**$8.95**969 rev6mo ago](https://www.amazon.com/dp/B0G1H24GPP) [**SHEGLAM Glowchi Bouncy Highlighter Mochi-like Formula Highlighter Long-lasting Shimmer Makeup-Powdered Sugar**SHEGLAM**$8.59**433 rev11mo ago](https://www.amazon.com/dp/B0FKMSHBHZ) [**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.**$9.11**4,583 rev1y ago](https://www.amazon.com/dp/B0F3J9VYFC)
**~~View all new products →~~**
### **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**$16.89**4.5★**▲ 65%**](https://www.amazon.com/dp/B09MZV3H6L) [**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.**$8.95**4.4★**▲ 43%**](https://www.amazon.com/dp/B0G1H24GPP) [**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.**$8.96**4.4★**▲ 43%**](https://www.amazon.com/dp/B0G1H4VG3X) [**KYDA Liquid Highlighter Natural Glow Face Illuminator Multiuse Liquid Glow Filter Makeup Complexion Booster Healthy Glowing Skin Look with Buildable Sheer Coverage Champagne**KYDA**$6.80**4.2★**▲ 38%**](https://www.amazon.com/dp/B0CNBY7KGB) [**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.**$9.11**4.5★**▲ 27%**](https://www.amazon.com/dp/B0F3J9VYFC)
**~~View all trending →~~**
## **What buyers say about liquid highlighter**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Brightness/Shine/Glow**33%
*“Gives a glow”*
**Color**10%
*“Fabulous color”*
**Quality-Overall**8%
*“The price point is amazing for the quality”*
**Suitability Combination Skin**7%
*“Great on skin”*
**Value For Money**7%
*“Worth the money”*
**Soft Feel**5%
*“Cute and soft”*
**Moist/Dry**3%
*“Its a great moisturizer”*
**Advertised Vs Actual Product**2%
*“Just as advertised”*
**Durability**2%
*“lasts throughout the day”*
**Weight Light**2%
*“I like that its lightweight and blends easily”*
### **What buyers complain about **
**Brightness/Shine/Glow**12%
*“No glow on skin”*
**Color**6%
*“WAY TOO DARK”*
**Allergies**4%
*“Allergic reaction”*
**Durability**4%
*“It also breaks very easily”*
**Size-Overall**4%
*“Small size”*
**Smell**4%
*“Chemical smell”*
**Suitability Combination Skin**4%
*“It was disappointing that it didnt do what it said in description though matches my skin tone”*
**Value For Money**3%
*“overpriced for the quality”*
**Functionality-Overall**2%
*“Not working”*
**Thickness**2%
*“Too sheer”*
### **Top return reasons **
**Color**42%
**Brightness/Shine/Glow**10%
**Advertised Vs Actual Product**9%
**Functionality-Overall**5%
**Weight Light**3%
**Defective Material/Parts**3%
**Product Condition**3%
**Coverage**2%
**Value For Money**2%
**Size-Overall**2%
## **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.
## **Related niches in Beauty & Personal Care**
- 75 [**bio oil lotion**](https://flapen.com/research/us/beauty-personal-care/bio-oil-lotion)$654K/yr+95.9%**Worth a look**- 75 [**glossier futuredew serum**](https://flapen.com/research/us/beauty-personal-care/glossier-futuredew-serum)$344K/yr+383.6%**Worth a look**- 75 [**press on toenails**](https://flapen.com/research/us/beauty-personal-care/press-on-toenails)$2.4M/yr+79.4%**Launch it**- 75 [**skulta deep peptide eye mask**](https://flapen.com/research/us/beauty-personal-care/skulta-deep-peptide-eye-mask)$58K/yr>1,000%**Worth a look**- 75 [**mineral sunscreen spray**](https://flapen.com/research/us/beauty-personal-care/mineral-sunscreen-spray)$3.8M/yr+183.8%**Launch it**- 76 [**collagen oil**](https://flapen.com/research/us/beauty-personal-care/collagen-oil)$344K/yr+116.2%**Worth a look**[**All Beauty & Personal Care niches **](https://flapen.com/research/us/beauty-personal-care)