marshmallow lip balm
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Growth
Incredible+316.3%90-day search growth — must beat 0% to launch
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Price range
Good$4.03–$35.82cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Avg price
Okay$10.36avg listing price — sweet spot $15–$100
Review moat
Bad5,189.72avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Conversion
Bad1.2%search→purchase rate — share of searches ending in a sale
Market size
Bad$46K$46K/yr · 360K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, marshmallow lip balm is a $46K/yr Amazon United States market (360K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 47/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
marshmallow lip balm market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- $130K–$155K
- units × avg price
- Conversion rate
- 1.2%
- Avg BSR
- #137
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 91%
- Out of stock
- 1.8%
- Avg brand age
- 44 months
- Avg seller age
- 128 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
7 rising
Sellers
73
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
47%
Top 20: 88%
Open market
1%
- eos80%
- COVERGIRL14%
- Jergens2%
- Dove1%
- EADEM1%
- Summer Fridays1%
- Open — no brand owns it (1 brand, 1%)
Demand
Weekly Amazon search volume, last 29 weeks — +316.3% search growth over the last 90 days.Top marshmallow lip balm search terms
- eos toasted marshmallow57K/yr
- toasted marshmallow eos33K/yr
- eos toasted marshmallow lotion25K/yr
- eos marshmallow27K/yr
- eos marshmallow lotion18K/yr
- eos super balm89K/yr
- eos lotion marshmallow7K/yr
- eos lotion toasted marshmallow5K/yr
- eos marshmallow fluff24K/yr
- marshmallow lip balm19K/yr
Top marshmallow lip balm 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
eos 24H Moisture Super Balm - Marshmallow Fluff Lip mask Moisturizing Lip Treatment Limited-Edition Skincare 0.35 fl oz
eos$4.894.7★4,041 rev
COVERGIRL Clean Fresh Squishy Glaze Lip Butter Balm Flavored Non-Sticky with Vitamin E & Shea Butter 140 Toasted Vanilla (Sheer Beige)
COVERGIRL$10.114.4★485 rev
eos Shea Better Body Lotion- Crme de Pistachio 24-Hour Moisture Skin Care Lightweight & Non-Greasy Made with Natural Shea Vegan 16 fl oz
eos$9.844.6★2,944 rev
eos Shea Better Body Lotion Strawberry Dream 24-Hour Moisture Skin Care Lightweight & Non-Greasy Natural Shea Vegan Strawberry Body Lotion 16 fl oz
eos$9.454.7★3,816 rev
eos Shea Better Body Lotion Vanilla Cashmere 24-Hour Moisture Skin Care Lightweight & Non-Greasy Natural Shea Vegan Vanilla Body Lotion 16 fl oz
eos$9.484.8★46,143 rev
Newest
by launch date
Jergens Shea Fusion Confetti Cake Body Lotion 14 fl oz
Jergens$7.612 rev
eos Shea Better Travel Size Body Lotion Whipped Shea & Sugar Limited Edition Skin Care 24-Hour Moisture Body Lotion for Women travel size toiletries Vegan 2.5 fl oz
eos$4.035,303 rev
Dove Hydrating Body Wash for Women Pistachio & Vanilla Cream for Hydrated & Repaired Skin 20 fl oz
Dove$7.34103 rev
eos Limited Edition 24H Moisture Super Balm Strawberry Limoncello - Hydrating Moisturizing Lip Treatment For Dry Lips Shea Butter Cruelty-Free 0.35 fl oz
eos$5.96281 rev
eos Cashmere Body Wash Crme de Pistachio Moisturizing Body Wash Creamy Gel Formula with Shea Butter Glycerin Vitamin E pH Balanced Sensitive Skin Vegan 16 fl oz
eos$10.3020,729 rev
Trending
90-day click momentumDove Hydrating Body Wash for Women Pistachio & Vanilla Cream for Hydrated & Repaired Skin 20 fl oz
Dove$7.344.6★
eos Shea Better Travel Size Body Lotion Whipped Shea & Sugar Limited Edition Skin Care 24-Hour Moisture Body Lotion for Women travel size toiletries Vegan 2.5 fl oz
eos$4.034.8★
Jergens Shea Fusion Confetti Cake Body Lotion 14 fl oz
Jergens$7.615.0★
eos Shea Better Body Lotion- Crme de Pistachio 24-Hour Moisture Skin Care Lightweight & Non-Greasy Made with Natural Shea Vegan 16 fl oz
eos$9.844.6★
eos Cashmere Body Mist Crme de Pistachio body spray for women hair mist moisturizing hyaluronic acid glycerin vegan cruelty-free 6 fl oz
eos$12.584.6★
What buyers say about marshmallow lip balm
What buyers praise and complain about, mined from review topics.What buyers love
“Fresh scent”
“Super Moisturizing”
“Smooth & creamy”
“Excellent Product”
“is affordable”
“it very moisturizing for dry skin”
“absorbed well”
“Amazing Texture”
“is good for daily use”
“Thick and smooth”
What buyers complain about
“Chemical scent”
“Dried out”
“No pump”
“The pump broke within one month”
“Not Worth the Price”
“During the day the stickiness can be annoying”
“Itchy skin”
“VERY thick”
“a lot bigger than i thought”
“Smells like alcohol”
Top return reasons
Common questions
- Is marshmallow lip balm profitable to sell on Amazon United States?
- The niche generates $46K/yr across 32 tracked products. 12 of 13 products launched in the last 360 days are still selling. 90-day search growth is +316.3%. Flapen's verdict: Skip it (47/100).
- How competitive is the marshmallow lip balm niche?
- 7 brands and 73 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in marshmallow lip balm?
- Top complaints mined from reviews: Smell, Moist/Dry, Motor Power. The return rate is 0.4%.
- What does it cost to enter the marshmallow lip balm niche?
- Listings span $4.03–$35.82; the average listing price is $10.36 (sweet spot $15–$100). The average incumbent carries 5,190 reviews — the moat a new listing must climb.