---
title: "Morphe Lip Liner — $9K/mo Amazon US Product Research (2026)"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/morphe-lip-liner"
last_updated: "2026-08-12T11:45:13.497Z"
locale: en
meta:
description: "Amazon product research for morphe lip liner: $9K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:description": "Amazon product research for morphe lip liner: $9K/mo market, demand, competition, pricing, reviews & the verdict. Know if it's worth selling — Flapen."
"og:title": "Morphe Lip Liner — $9K/mo Amazon US Product Research (2026)"
---
# **Morphe Lip Liner**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 26Growth 57Conversion 49Competition 5Returns 97Price range 0Avg price 19Brand share 0Review moat 18Quality gap 37
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Growth**
**Good****+30.7%**
90-day search growth — must beat 0% to launch
**Conversion**
**Okay****3.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
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**
**Bad****16,130.71**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****94%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**18**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**94%**
Top 20: 100%
**Open market**
**0%**
- 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.
20K15KHoliday '24Spike '25Prime Day '25Spike '26Prime Day '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jul · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/morphe-lip-liner/trend)
## **Top morphe lip liner search terms shoppers use**
The exact queries shoppers type, with yearly volume, growth and conversion.
- **rimmel cappuccino lip liner**82K/yr+49.9%14.1% conv. - **kiko milano lip liner**60K/yr+251.5%1.2% conv. - **rimmel lip liner**123K/yr-21.9%2.1% conv. - **kiko lip liner**63K/yr+26.5%0.9% conv. - **taupe lip liner**10K/yr-11.0%1.1% conv. - **rimmel cappuccino**9K/yr+15.2%7.4% conv. - **elf baddest beige lip liner**11K/yr-18.5%13.4% conv. - **rimmel lip liner cappuccino**10K/yr-22.3%11.2% conv. - **rimmel london cappuccino lip liner**6K/yr+9.8%11.0% conv. - **rimmel lasting finish lip liner**4K/yr+5.0%2.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/morphe-lip-liner/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.
0%15%$16K30%$32K45%$49K60%$65K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 705 Cappuccino .04oz**Rimmel**$5.41**4.5★19,868 rev](https://www.amazon.com/dp/B08CFSS35N) [2**KIKO Milano Creamy Colour Comfort Lip Liner 05 | Long-lasting Lip Pencil**Kiko Milano**$12.01**4.6★5,408 rev](https://www.amazon.com/dp/B0B8BS8T84) [3**KIKO Milano Creamy Colour Comfort Lip Liner 21 | Long-lasting Lip Pencil**Kiko Milano**$12.09**4.6★5,408 rev](https://www.amazon.com/dp/B0B8C63BFV) [4**Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 110 Spice .04oz**Rimmel**$5.64**4.5★19,868 rev](https://www.amazon.com/dp/B08CFRGDJY) [5**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.**$2.70**4.6★18,575 rev](https://www.amazon.com/dp/B0CMYRXKYL)
**~~View all top sellers →~~**
### **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**$5.55**23,920 rev7mo ago](https://www.amazon.com/dp/B0FV3Y2MW6) [**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.**$2.70**18,575 rev2y ago](https://www.amazon.com/dp/B0CMYRXKYL) [**KIKO Milano Creamy Colour Comfort Lip Liner 21 | Long-lasting Lip Pencil**Kiko Milano**$12.09**5,408 rev2y ago](https://www.amazon.com/dp/B0B8C63BFV) [**KIKO Milano Creamy Colour Comfort Lip Liner 05 | Long-lasting Lip Pencil**Kiko Milano**$12.01**5,408 rev3y ago](https://www.amazon.com/dp/B0B8BS8T84) [**Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 790 Brownie Pie .04oz**Rimmel**$5.43**19,868 rev5y ago](https://www.amazon.com/dp/B08CG1G7FV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**KIKO Milano Creamy Colour Comfort Lip Liner 05 | Long-lasting Lip Pencil**Kiko Milano**$12.01**4.6★**▲ 86%**](https://www.amazon.com/dp/B0B8BS8T84) [**Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 110 Spice .04oz**Rimmel**$5.64**4.5★**▲ 75%**](https://www.amazon.com/dp/B08CFRGDJY) [**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**$5.55**4.4★**▲ 29%**](https://www.amazon.com/dp/B0FV3Y2MW6) [**Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 705 Cappuccino .04oz**Rimmel**$5.41**4.5★**▼ 13%**](https://www.amazon.com/dp/B08CFSS35N) [**Rimmel Lasting Finish 8HR Soft Lip Liner Pencil - Vibrant Blendable Formula to Lock Lipstick in Place for 8 Hours - 790 Brownie Pie .04oz**Rimmel**$5.43**4.5★**▼ 33%**](https://www.amazon.com/dp/B08CG1G7FV)
**~~View all trending →~~**
## **What reviews say buyers love and hate about morphe lip liner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**44%
*“The colors are very pretty”*
**Value For Money**10%
*“I think it is definitely worth the price”*
**Soft Feel**9%
*“Creamy”*
**Quality-Overall**8%
*“the quality is solid”*
**Durability**8%
*“Lasts all day”*
**Ease Of Use**4%
*“It goes on very easy”*
**Advertised Vs Actual Product**2%
*“As described”*
**Ease Of Application**2%
*“ease of application”*
**Coverage**1%
*“Covers nicely”*
**Texture/Consistency-Overall**1%
*“Very creamy”*
### **What buyers complain about **
**Color**20%
*“the color was different on me”*
**Durability**16%
*“Doesnt last 8hrs”*
**Product Condition**10%
*“Product arrived used”*
**Smudge Resistance**8%
*“smudge a bit”*
**Size-Overall**6%
*“Too small”*
**Smell**4%
*“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/Dry**2%
*“the only thing is that its a teeny bit drying”*
**Thickness**2%
*“its slightly sheer”*
**Advertised Vs Actual Product**2%
*“Not as in the picture”*
**Ease Of Cleaning**1%
*“arent so creamy that they instantly wipe off”*
### **Top return reasons **
**Color**68%
**Advertised Vs Actual Product**10%
**Product Condition**4%
**Moist/Dry**2%
**Value For Money**2%
**Texture/Consistency-Overall**2%
**Quality-Overall**2%
**Functionality-Overall**2%
**Defective Material/Parts**2%
**Durability**1%
## **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.
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