Is shimmer stick profitable to sell on Amazon United States?

The niche generates $90K/yr across 10 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -7.2%. Flapen's verdict: Skip it (37/100).

How competitive is the shimmer stick niche?

3 brands and 30 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in shimmer stick?

Top complaints mined from reviews: Oily/Greasy, Smell, Size-Overall. The return rate is 0.8%.

What does it cost to enter the shimmer stick niche?

Listings span $7.12–$36.04; the average listing price is $15.43 (sweet spot $15–$100). The average incumbent carries 2,540 reviews — the moat a new listing must climb.

shimmer stick

Skip it

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

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great$15.43

avg listing price — sweet spot $15–$100

Price range

Good$7.12–$36.04

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

Conversion

Good4.6%

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

Review moat

Okay2,539.5

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Bad$90K

$90K/yr · 129K searches

Growth

Bad-7.2%

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

Competition

Bad82%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, shimmer stick is a $90K/yr Amazon United States market (129K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 37/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

shimmer stick market data

Units sold / yr: 5K–6K; avg 250–500/product
Revenue / yr: $77K–$93K; units × avg price
Conversion rate: 4.6%
Avg BSR: #227
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 43 months
Avg seller age: 131 days

Competition & brand share

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

Vaseline61%
Palmer's37%
Lezero2%

Demand

Weekly Amazon search volume, last 15 weeks — -7.2% search growth over the last 90 days.

Open Trend

Top shimmer stick search terms

vaseline cocoa shimmer stick32K/yr -27.1%3.1% conv.
vaseline shimmer stick20K/yr -9.6%2.6% conv.
palmers shimmer stick15K/yr -3.7%7.9% conv.
body shimmer stick10K/yr +65.7%2.5% conv.
body glow stick7K/yr +36.5%2.2% conv.
vaseline cocoa shimmer8K/yr +2.7%3.5% conv.
vaseline glow stick8K/yr +9.3%2.7% conv.
vaseline cocoa shimmer jelly stick7K/yr -21.9%3.5% conv.
cocoa shimmer3K/yr +26.6%2.2% conv.
cocoa shimmer jelly stick5K/yr -27.2%3.9% conv.

All search terms

Top shimmer stick 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Palmers Cocoa Butter Formula Body Shimmer Stick with Vitamin E 30g/1.1Oz Radiant Highlighter Makeup for Body Glow Provides 48-Hour Moisture All Skin Tones & Types Dermatologist Approved

Palmer's$7.124.3★594 rev

Vaseline Cocoa Shimmer Jelly Stick Non-Greasy Moisturizer for Glowing Skin Face & Body Lotion Travel-Size 1.4 Oz Ea Pack of 3.

Vaseline$20.314.5★1,340 rev

Vaseline Cocoa Shimmer Jelly Stick Highlighter & Luminizer Cocoa Butter Body Shimmer Stick Lotion Travel Size for Glowing Skin 1.4 Oz Ea (Pack of 6)

Vaseline$36.044.5★1,340 rev

Vaseline Rich Moisturizing Healing Jelly Cocoa Butter 13 oz Bundled with Cocoa Shimmer Stick 1.4 oz. Provides Radiant and Shimmering Moisturized Skin with Pleasant Scent

Vaseline$17.054.8★1,289 rev

Vaseline Illuminate Me Shimmering Body Oil Created for Melanin Rich Skin Illuminates Skin with Finishing Touch of Shimmer for Glowing Skin 3.3 oz

Vaseline$10.044.6★10,526 rev

Newest

by launch date

Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Ultra-Hydrating Lipids with 100% Pure Cocoa Butter and Shimmering Oil Vanilla Cocoa Scent 1.69 Fl Oz 3 Pack

Vaseline$10.89275 rev

3mo ago

Vaseline Glazed and Glisten Golden Hour Body Gel Oil Glow Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.322,710 rev

11mo ago

Vaseline Glazed and Glisten Sunlit Glow Body Gel Oil Vanilla Cocoa Shimmering with Ultra-Hydrating Lipids and 100% Pure Cocoa Butter 6.8 Oz

Vaseline$8.312,787 rev

1y ago

Palmers Cocoa Butter Formula Body Shimmer Stick with Vitamin E 30g/1.1Oz Radiant Highlighter Makeup for Body Glow Provides 48-Hour Moisture All Skin Tones & Types Dermatologist Approved

Palmer's$7.12594 rev

1y ago

Vaseline Cocoa Shimmer Jelly Stick Highlighter & Luminizer Cocoa Butter Body Shimmer Stick Lotion Travel Size for Glowing Skin 1.4 Oz Ea (Pack of 6)

Vaseline$36.041,340 rev

2y ago

What buyers say about shimmer stick

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

What buyers love

Brightness/Shine/Glow27%

“Nice shimmer”

Smell17%

“The fragrance is very light and pleasant”

Moist/Dry7%

“Great moisturizer”

Quality-Overall7%

“Good product made by a trustworthy company”

Suitability Combination Skin7%

“It gives your skin a look”

Soft Feel6%

“My skin is so soft”

Color2%

“the color is pretty”

Value For Money2%

“Worth buying”

Advertised Vs Actual Product2%

“It is just what I needed”

Suitability Dry Skin2%

“Good for dry skin”

What buyers complain about

Oily/Greasy12%

“Very greasy”

Smell9%

“Weird smell”

Size-Overall8%

“Extremely small”

Brightness/Shine/Glow7%

“no glow at all”

Allergies5%

“Rash”

Product Condition4%

“Looked used”

Adhesion/Stickiness4%

“The stickiness did go down over time though”

Leak-Proof4%

“Bottle was leaky”

Absorbency3%

“it does not absorb”

Moist/Dry3%

“It makes my skin feel super dry”

Top return reasons

Leak-Proof19%

Oily/Greasy16%

Product Condition10%

Advertised Vs Actual Product9%

Smell8%

Size-Overall7%

Brightness/Shine/Glow6%

Adhesion/Stickiness5%

Color3%