nyx smooshy matte lip balm
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Great1.1%return rate — above 5% kills the launch gate
Competition
Great29%top-5 click share — an open shelf
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay$126K$126K/yr · 683K searches
Growth
Okay+1.2%90-day search growth — must beat 0% to launch
Avg price
Okay$9.08avg listing price — sweet spot $15–$100
Conversion
Okay2.0%search→purchase rate — share of searches ending in a sale
Price range
Bad$1.34–$18.63cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Bad19,276.8avg incumbent reviews — the moat a new listing must climb
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, nyx smooshy matte lip balm is a $126K/yr Amazon United States market (683K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jan–Feb–Jun–Jul. Verdict: Skip it — 43/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
nyx smooshy matte lip balm market data
- Units sold / yr
- 13K–15K
- avg 100–250/product
- Revenue / yr
- $114K–$136K
- units × avg price
- Conversion rate
- 2.0%
- Avg BSR
- #70
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 63%
- Out of stock
- 3.5%
- Avg brand age
- 51 months
- Avg seller age
- 129 days
Competition & brand share
Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.Brands
8 falling
Sellers
151
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
29%
Top 20: 66%
Open market
1%
- NYX PROFESSIONAL MAKEUP48%
- e.l.f.36%
- JUDYDOLL9%
- wet n wild4%
- MAYBELLINE2%
- REVLON1%
- Open — no brand owns it (2 brands, 1%)
Demand & seasonality
Weekly Amazon search volume, last 58 weeks — +1.2% search growth over the last 90 days.Peak months: Jan, Feb, Jun, Jul · busiest ÷ quietest = 4.9×
Top nyx smooshy matte lip balm search terms
- elf lipstick200K/yr
- nyx lipstick154K/yr
- nyx matte lipstick70K/yr
- judydoll lip23K/yr
- judydoll lip stain28K/yr
- elf lip stick25K/yr
- nyx lipstick matte21K/yr
- elf matte lipstick19K/yr
- nyx matte14K/yr
- elf lipsticks for women18K/yr
Top nyx smooshy matte 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
NYX PROFESSIONAL MAKEUP Fat Matte Lipstick Pigmented Smoothing & Non-Drying Lip Crayon Long Lasting Lip Makeup Vegan & Cruelty Free - Rose Robe (Rose Nude)
NYX PROFESSIONAL MAKEUP$11.824.3★775 rev
NYX PROFESSIONAL MAKEUP Lip Lingerie XXL Matte Liquid Lipstick - Warm Up (Red Rose)
NYX PROFESSIONAL MAKEUP$9.744.4★17,249 rev
e.l.f. Glow Reviver Lip Oil Stick Tinted Non-Sticky & Hydrating For A Soft-Shine Finish Vegan & Cruelty-Free Rose Latte
e.l.f.$9.934.5★1,792 rev
e.l.f. O Face Satin Lipstick Richly Pigmented Nourishing & Long-Lasting Creamy Lipstick Infused With Jojoba Vegan & Cruelty-Free Drive
e.l.f.$7.714.5★6,462 rev
e.l.f. O Face Satin Lipstick Richly Pigmented Nourishing & Long-Lasting Creamy Lipstick Infused With Jojoba Vegan & Cruelty-Free Dirty Talk
e.l.f.$7.864.5★6,462 rev
Newest
by launch dateNYX PROFESSIONAL MAKEUP Fat Matte Lipstick Pigmented Smoothing & Non-Drying Lip Crayon Long Lasting Lip Makeup Vegan & Cruelty Free - Rose Robe (Rose Nude)
NYX PROFESSIONAL MAKEUP$11.82775 rev
e.l.f. Glow Reviver Lip Oil Stick Tinted Non-Sticky & Hydrating For A Soft-Shine Finish Vegan & Cruelty-Free Rose Latte
e.l.f.$9.931,792 rev
e.l.f. Glow Reviver Lip Oil Stick Tinted Non-Sticky & Hydrating For A Soft-Shine Finish Vegan & Cruelty-Free Jam Packed
e.l.f.$9.941,792 rev
JUDYDOLL Cushion Matte Lip Cream Hydrating Matte Lipstick with Tripeptide & Squalane Lip Line Blurring Velvet Lip Mud Smudge-Proof Long-Lasting Non-craked (G204 Taro Haze)
JUDYDOLL$15.53218 rev
JUDYDOLL Ice Watery Lip Gloss Moisturizing Liquid Lipstick with Hyaluronic Acid & Collagen Long-lasting Mirror Lip Glazes with Iron Applicator(11 Grape Shake 2.4 Grams)
JUDYDOLL$16.39145 rev
Trending
90-day click momentumNYX PROFESSIONAL MAKEUP Fat Matte Lipstick Pigmented Smoothing & Non-Drying Lip Crayon Long Lasting Lip Makeup Vegan & Cruelty Free - Rose Robe (Rose Nude)
NYX PROFESSIONAL MAKEUP$11.824.3★
NYX PROFESSIONAL MAKEUP Matte Lipstick - Audrey (Mid-Tone Blue Pink)
NYX PROFESSIONAL MAKEUP$9.124.3★
e.l.f. O Face Satin Lipstick Richly Pigmented Nourishing & Long-Lasting Creamy Lipstick Infused With Jojoba Vegan & Cruelty-Free Drive
e.l.f.$7.714.5★
NYX PROFESSIONAL MAKEUP Suede Matte Lipstick Vegan Formula - Sweet Tooth (Fuschia)
NYX PROFESSIONAL MAKEUP$8.224.5★
JUDYDOLL Ice Watery Lip Gloss Moisturizing Liquid Lipstick with Hyaluronic Acid & Collagen Long-lasting Mirror Lip Glazes with Iron Applicator(11 Grape Shake 2.4 Grams)
JUDYDOLL$16.394.3★
What buyers say about nyx smooshy matte lip balm
What buyers praise and complain about, mined from review topics.What buyers love
“Color is accurate”
“Very moisturizing”
“Buttery soft”
“Reasonably priced”
“Amazing quality”
“Stays on all day”
“Easy to apply”
“Good smell”
“Amazing texture”
“soft shine as described”
What buyers complain about
“Color is not accurate”
“No hydration”
“It comes off so easily”
“Bad Smell”
“A sticky mess”
“Very cheap quality”
“False advertising”
“The texture of this is awful”
“Waste of money”
“It doesnt seem to be thick or cakey”
Top return reasons
Common questions
- Is nyx smooshy matte lip balm profitable to sell on Amazon United States?
- The niche generates $126K/yr across 65 tracked products. 8 of 15 products launched in the last 360 days are still selling. 90-day search growth is +1.2%. Flapen's verdict: Skip it (43/100).
- How competitive is the nyx smooshy matte lip balm niche?
- 8 brands and 151 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in nyx smooshy matte lip balm?
- Top complaints mined from reviews: Color, Moist/Dry, Durability. The return rate is 1.1%.
- When does demand for nyx smooshy matte lip balm peak?
- Demand peaks in Jan–Feb–Jun–Jul; the busiest month runs 4.9× the quietest.
- What does it cost to enter the nyx smooshy matte lip balm niche?
- Listings span $1.34–$18.63; the average listing price is $9.08 (sweet spot $15–$100). The average incumbent carries 19,277 reviews — the moat a new listing must climb.