Is morphe lip liner profitable to sell on Amazon United States?

The niche generates $108K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +30.7%. Flapen's verdict: Skip it (33/100).

How competitive is the morphe lip liner niche?

3 brands and 18 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in morphe lip liner?

Top complaints mined from reviews: Color, Durability, Product Condition. The return rate is 0.7%.

When does demand for morphe lip liner peak?

Demand peaks in Jul; the busiest month runs 1.7× the quietest.

What does it cost to enter the morphe lip liner niche?

Listings span $2.70–$12.09; the average listing price is $6.98 (sweet spot $15–$100). The average incumbent carries 16,131 reviews — the moat a new listing must climb.

Morphe Lip Liner

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Growth

Good+30.7%

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

Conversion

Okay3.9%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay$108K

$108K/yr · 396K searches

Avg price

Bad$6.98

avg listing price — sweet spot $15–$100

Review moat

Bad16,130.71

avg incumbent reviews — the moat a new listing must climb

Competition

Bad94%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad$2.70–$12.09

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

Is morphe lip liner profitable on Amazon?

According to Flapen's Amazon United States niche tracking, morphe lip liner is a $108K/yr Amazon United States market (396K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul. Verdict: Skip it — 33/100.

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

morphe lip liner market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 25K–30K; avg 4,000–5,000/product
Revenue / yr: $175K–$209K; units × avg price
Conversion rate: 3.9%
Avg BSR: #19
Page quality: 0%
Prime: 100%
Sponsored: 71%
Out of stock: 10.3%
Avg brand age: 52 months
Avg seller age: 133 days

Competition: brands, sellers & click share

The top 5 products capture 94% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

Rimmel63%
Kiko Milano34%
e.l.f.3%

morphe lip liner demand & seasonality

Weekly Amazon search volume, last 90 weeks — +30.7% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 1.7×

Open Trend

Top morphe lip liner search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

rimmel cappuccino lip liner82K/yr +49.9%14.1% conv.
kiko milano lip liner60K/yr +251.5%1.2% conv.
rimmel lip liner123K/yr -21.9%2.1% conv.
kiko lip liner63K/yr +26.5%0.9% conv.
taupe lip liner10K/yr -11.0%1.1% conv.
rimmel cappuccino9K/yr +15.2%7.4% conv.
elf baddest beige lip liner11K/yr -18.5%13.4% conv.
rimmel lip liner cappuccino10K/yr -22.3%11.2% conv.
rimmel london cappuccino lip liner6K/yr +9.8%11.0% conv.
rimmel lasting finish lip liner4K/yr +5.0%2.8% conv.

All search terms

Top morphe lip liner products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 705 Cappuccino .04oz

Rimmel$5.414.5★19,868 rev

KIKO Milano Creamy Colour Comfort Lip Liner 05 | Long-lasting Lip Pencil

Kiko Milano$12.014.6★5,408 rev

KIKO Milano Creamy Colour Comfort Lip Liner 21 | Long-lasting Lip Pencil

Kiko Milano$12.094.6★5,408 rev

Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 110 Spice .04oz

Rimmel$5.644.5★19,868 rev

e.l.f. Cream Glide Lip Liner Highly-Pigmented Pencil For Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free Baddest Beige

e.l.f.$2.704.6★18,575 rev

Newest

by launch date

Rimmel Lasting Finish Lipstick | Up to 8 Hours of Intense Lip Color with Color Protect Technology and Exclusive Black Diamond Complex | 0.14 fl oz (Pack of 1) | 20 Cappuccino Light

Rimmel$5.5523,920 rev

7mo ago

e.l.f. Cream Glide Lip Liner Highly-Pigmented Pencil For Shaping & Sculpting Lips Semi-Matte Finish Vegan & Cruelty-Free Baddest Beige

e.l.f.$2.7018,575 rev

2y ago

KIKO Milano Creamy Colour Comfort Lip Liner 21 | Long-lasting Lip Pencil

Kiko Milano$12.095,408 rev

2y ago

KIKO Milano Creamy Colour Comfort Lip Liner 05 | Long-lasting Lip Pencil

Kiko Milano$12.015,408 rev

3y ago

Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 790 Brownie Pie .04oz

Rimmel$5.4319,868 rev

5y ago

What reviews say buyers love and hate about morphe lip liner

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

What buyers love

Color44%

“The colors are very pretty”

Value For Money10%

“I think it is definitely worth the price”

Soft Feel9%

“Creamy”

Quality-Overall8%

“the quality is solid”

Durability8%

“Lasts all day”

Ease Of Use4%

“It goes on very easy”

Advertised Vs Actual Product2%

“As described”

Ease Of Application2%

“ease of application”

Coverage1%

“Covers nicely”

Texture/Consistency-Overall1%

“Very creamy”

What buyers complain about

Color20%

“the color was different on me”

Durability16%

“Doesnt last 8hrs”

Product Condition10%

“Product arrived used”

Smudge Resistance8%

“smudge a bit”

Size-Overall6%

“Too small”

Smell4%

“Beautiful shade and affordable price too bad its got strong scent that caused me headache, if youre sensitive to fragrance like me Im afraid this lipstick isnt for you”

Moist/Dry2%

“the only thing is that its a teeny bit drying”

Thickness2%

“its slightly sheer”

Advertised Vs Actual Product2%

“Not as in the picture”

Ease Of Cleaning1%

“arent so creamy that they instantly wipe off”

Top return reasons

Color68%

Advertised Vs Actual Product10%

Product Condition4%

Moist/Dry2%

Value For Money2%

Texture/Consistency-Overall2%

Quality-Overall2%

Functionality-Overall2%

Defective Material/Parts2%

Durability1%

Common morphe lip liner questions

Is morphe lip liner profitable to sell on Amazon United States?: The niche generates $108K/yr across 7 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +30.7%. Flapen's verdict: Skip it (33/100).
How competitive is the morphe lip liner niche?: 3 brands and 18 sellers compete. The top 5 products take 94% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in morphe lip liner?: Top complaints mined from reviews: Color, Durability, Product Condition. The return rate is 0.7%.
When does demand for morphe lip liner peak?: Demand peaks in Jul; the busiest month runs 1.7× the quietest.
What does it cost to enter the morphe lip liner niche?: Listings span $2.70–$12.09; the average listing price is $6.98 (sweet spot $15–$100). The average incumbent carries 16,131 reviews — the moat a new listing must climb.