---
title: "Ordinary Lip Serum — $378K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/ordinary-lip-serum"
last_updated: "2026-08-11T03:12:47.277Z"
locale: en
meta:
description: "Niche score 39/100 · $378K/yr market · 417K searches/yr · $8.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $378K/yr market · 417K searches/yr · $8.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ordinary Lip Serum — $378K/yr Amazon US Niche (2026) - Flapen"
---
# **ordinary lip serum**
**Skip it**
Prices mostly outside the sweet spot ($4.70–$11.94) — this niche doesn't clear our bar today.
Market size 54Growth 1Conversion 88Competition 6Returns 97Price range 0Avg price 25Brand share 10Review moat 25Quality gap 78
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.2%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****$378K**
$378K/yr · 417K searches
**Review moat**
**Bad****4,499.14**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Okay****$8.93**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****96%**
top-5 brand share — brand-locked demand
**Competition**
**Bad****92%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-48.8%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****$4.70–$11.94**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, ordinary lip serum is a $378K/yr Amazon United States market (417K searches/yr). The top 5 brands hold 96% of demand. Verdict: Skip it — 39/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **ordinary lip serum market data**
- **Units sold / yr**
- **30K–40K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **$268K–$357K**
- units × avg price
- **Conversion rate**
- **10.2%**
- **Avg BSR**
- **#233**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **57%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **48 months**
- **Avg seller age**
- **121 days**
## **Competition & brand share**
The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**6 **▲rising
**Sellers**
**29**
**Top-5 brand share**
**96%**
Top 20: 100%
**Top-5 click share**
**92%**
Top 20: 100%
**Open market**
**0%**
- The Ordinary69% - WishCare15% - SKINTIFIC4% - La Roche-Posay4% - gtalmp4% - Essence Cosmetics4%
## **Demand**
Weekly Amazon search volume, last 12 weeks — -48.8% search growth over the last 90 days.
5K3KMay '26May '26May '26Jun '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/ordinary-lip-serum/trend)
## **Top ordinary lip serum search terms**
- **ordinary lip serum**77K/yr-64.6%1.0% conv. - **the ordinary lip serum**74K/yr-62.4%0.9% conv. - **the ordinary lip**41K/yr-36.5%5.6% conv. - **ordinary lip**26K/yr-33.9%6.2% conv. - **the ordinary lip balm**34K/yr-35.8%8.4% conv. - **peptide lip gloss**13K/yr+24.4%0.9% conv. - **wishcare lip balm**16K/yr-3.8%6.7% conv. - **ordinary lip balm**30K/yr-43.2%9.0% conv. - **the ordinary lip exfoliator**24K/yr-50.1%0.1% conv. - **ordinary lip serum for dark lips**5K/yr+1.6%0.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/ordinary-lip-serum/search-terms)
## **Top ordinary lip serum 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%20%$76K40%$151K60%$227K80%$303K101001K10K100K 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**The Ordinary Squalane + Amino Acids Hydrating Lip Balm for Lips Elbows and Cuticles 0.5 Fl Oz**The Ordinary**$9.14**4.4★1,960 rev](https://www.amazon.com/dp/B0D8CXZKF3) [2**WishCare Tinted Lip Balm with SPF 50 PA+++ Enriched with Niacinamide For Women 5g**WishCare**$8.16**4.2★12,002 rev](https://www.amazon.com/dp/B0CND1VF2W) [3**WishCare Lip Balm with SPF 50 PA+++ Lip Care Balm with Niacinamide For Women & Men 5g**WishCare**$7.97**4.3★4,772 rev](https://www.amazon.com/dp/B0CND4C95T) [4**SKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)**SKINTIFIC**$11.01**4.2★1,516 rev](https://www.amazon.com/dp/B0FGCLTN83) [5**La Roche-Posay Cicaplast Lip Balm B5 Hydrating Balm with Shea Butter Lip Treatment for Dry Cracked Lips Moisturizing and Repairing Balm Fragrance Free**La Roche-Posay**$9.60**4.4★8,015 rev](https://www.amazon.com/dp/B07MSG1HPK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**gtalmp PHA 5% Exfoliating Lip Serum - Gentle Overnight Treatment for Dry Flaky Lips Hydrating Lip Exfoliator & Primer for Smoother Softer & Plump-Looking Lips (1)**gtalmp**$11.94**18 rev6mo ago](https://www.amazon.com/dp/B0GGYWCXFK) [**SKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)**SKINTIFIC**$11.01**1,516 rev1y ago](https://www.amazon.com/dp/B0FGCLTN83) [**WishCare Tinted Lip Balm with SPF 50 PA+++ Enriched with Niacinamide For Women 5g**WishCare**$8.16**12,002 rev1y ago](https://www.amazon.com/dp/B0CND1VF2W) [**WishCare Lip Balm with SPF 50 PA+++ Lip Care Balm with Niacinamide For Women & Men 5g**WishCare**$7.97**4,772 rev1y ago](https://www.amazon.com/dp/B0CND4C95T) [**essence | The Super Peptide Glossy Lip Treatment | Hydrating Nourishing and Non-Sticky | Vegan Gluten Free and Cruelty Free (01 | Peptacular!)**Essence Cosmetics**$4.70**3,211 rev1y ago](https://www.amazon.com/dp/B0D6NDBSJT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**SKINTIFIC Peptide Brightening Lip Serum Hydrating & Plumping Tinted Lip Gloss Moisturizing Lip Balm with Polypeptides & Squalane for Glossy Sheer Smooth Lips(00 Clear)**SKINTIFIC**$11.01**4.2★**▲ 392%**](https://www.amazon.com/dp/B0FGCLTN83) [**WishCare Lip Balm with SPF 50 PA+++ Lip Care Balm with Niacinamide For Women & Men 5g**WishCare**$7.97**4.3★**▲ 76%**](https://www.amazon.com/dp/B0CND4C95T) [**WishCare Tinted Lip Balm with SPF 50 PA+++ Enriched with Niacinamide For Women 5g**WishCare**$8.16**4.2★**▲ 33%**](https://www.amazon.com/dp/B0CND1VF2W) [**gtalmp PHA 5% Exfoliating Lip Serum - Gentle Overnight Treatment for Dry Flaky Lips Hydrating Lip Exfoliator & Primer for Smoother Softer & Plump-Looking Lips (1)**gtalmp**$11.94**3.8★**▲ 20%**](https://www.amazon.com/dp/B0GGYWCXFK) [**essence | The Super Peptide Glossy Lip Treatment | Hydrating Nourishing and Non-Sticky | Vegan Gluten Free and Cruelty Free (01 | Peptacular!)**Essence Cosmetics**$4.70**4.5★**— 5%**](https://www.amazon.com/dp/B0D6NDBSJT)
**~~View all trending →~~**
## **What buyers say about ordinary lip serum**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**28%
*“SUPER hydrating”*
**Quality-Overall**10%
*“This is a really high quality lip balm”*
**Soft Feel**10%
*“Glides smoothly”*
**Value For Money**6%
*“Good deal”*
**Color**4%
*“love it color”*
**Smell**4%
*“Love the smell”*
**Ease Of Application**3%
*“Application is nice I love the applicator”*
**Texture/Consistency-Overall**3%
*“the texture is nice otherwise”*
**Brightness/Shine/Glow**2%
*“it gives just the right amount of shine”*
**Advertised Vs Actual Product**2%
*“Just what I was looking for”*
### **What buyers complain about **
**Moist/Dry**20%
*“Not as moisturizing”*
**Value For Money**11%
*“Too costly”*
**Functionality-Overall**6%
*“this doesnt work well”*
**Durability**5%
*“Broke”*
**Smell**4%
*“after the first week it smells like artificial banana”*
**Size-Overall**4%
*“The tube is small”*
**Color**4%
*“Color is not at all as depicted”*
**Adhesion/Stickiness**4%
*“sticky in not a good way”*
**Ease Of Use**3%
*“very hard to use”*
**Thickness**3%
*“It goes on thick at first”*
### **Top return reasons **
**Moist/Dry**19%
**Functionality-Overall**15%
**Advertised Vs Actual Product**9%
**Texture/Consistency-Overall**7%
**Product Condition**6%
**Suitability Humid Weather**4%
**Adhesion/Stickiness**4%
**Size-Overall**4%
**Value For Money**4%
**Defective Material/Parts**4%
## **Common questions**
- **Is ordinary lip serum profitable to sell on Amazon United States?**
- The niche generates $378K/yr across 7 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -48.8%. Flapen's verdict: Skip it (39/100).
- **How competitive is the ordinary lip serum niche?**
- 6 brands and 29 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 96% of demand.
- **What do buyers complain about in ordinary lip serum?**
- Top complaints mined from reviews: Moist/Dry, Value For Money, Functionality-Overall. The return rate is 0.7%.
- **What does it cost to enter the ordinary lip serum niche?**
- Listings span $4.70–$11.94; the average listing price is $8.93 (sweet spot $15–$100). The average incumbent carries 4,499 reviews — the moat a new listing must climb.
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