stila
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Avg price
Incredible$24.93avg listing price — sweet spot $15–$100
Price range
Great$14.70–$42.97cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.5%return rate — above 5% kills the launch gate
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay2.8%search→purchase rate — share of searches ending in a sale
Growth
Okay+2.4%90-day search growth — must beat 0% to launch
Review moat
Bad4,428.94avg incumbent reviews — the moat a new listing must climb
Market size
Bad$77K$77K/yr · 110K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, stila is a $77K/yr Amazon United States market (110K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Mar–Nov. Verdict: Skip it — 46/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
stila market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- $100K–$125K
- units × avg price
- Conversion rate
- 2.8%
- Avg BSR
- #223
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 92%
- Out of stock
- 1.4%
- Avg brand age
- 62 months
- Avg seller age
- 134 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
1 flat
Sellers
4
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
44%
Top 20: 82%
Open market
0%
- stila100%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.4% search growth over the last 90 days.Peak months: Mar, Nov · busiest ÷ quietest = 2.1×
Top stila search terms
- stila87K/yr
- stilla16K/yr
- stila makeup4K/yr
- stila stay all day3K/yr
Top stila 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
stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant
stila$20.504.4★33,789 rev
stila Heavens Hue Highlighter Opulence 0.35 oz (Pack of 1)
stila$33.164.5★602 rev
stila One Step Color Corrector & Brightening Primer Facial Serum to Even Skin Tone Moisturize & Hydrate Oil-Free Makeup 1 Fl. Oz.
stila$33.324.4★5,188 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$21.274.4★1,232 rev
stila Eye Shadow Compact Kitten 0.09 oz
stila$19.294.5★812 rev
Newest
by launch date
Stila Heavens Dew Honey Glow Balm Berry Rush | Hydrating Tinted Lip Balm with Honey Extract Maracuja Oil & Hyaluronic Acid | Smoothing & Nourishing Lip Care for Fuller Looking Lips
stila$23.5142 rev
stila Liqua Play Liquid Eye Shadow | Long-Wear Matte Cream Eyeshadow with Blendable Buildable Lightweight Formula | No Crease Budge or Fade | Infused with Shea Butter & Vitamin E
stila$24.14549 rev
stila Stay All Day Liquid Lipstick | Beso
stila$23.028,226 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$21.271,232 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$20.781,232 rev
Trending
90-day click momentumstila Heavens Hue Highlighter Opulence 0.35 oz (Pack of 1)
stila$33.164.5★
stila Heavens Hue Highlighter | Lightweight Soft Makeup Glow Bouncy Texture Illuminates Skin Transfer-Resistant | Bronze 0.35 Oz. (Pack of 1)
stila$33.064.5★
Stila Heavens Dew Honey Glow Balm Berry Rush | Hydrating Tinted Lip Balm with Honey Extract Maracuja Oil & Hyaluronic Acid | Smoothing & Nourishing Lip Care for Fuller Looking Lips
stila$23.514.0★
Stila Magnificent Metals Glitter and Glow Liquid Eye Shadow | Long Lasting Sparkle Quick-Drying Eye Makeup | Lightweight Water Base | Wanderlust
stila$22.104.5★
Stila Magnificent Metals Glitter And Glow Liquid Eye Shadow
stila$22.114.5★
What buyers say about stila
What buyers praise and complain about, mined from review topics.What buyers love
“Perfect shade”
“Beautiful shimmer”
“Decent Formula,”
“It hardly smudges at all—really great”
“Great price”
“Exactly what I was looking for”
“Smooth application”
“EASY TO USE”
“It feels super soft”
“Stays put and last all day”
What buyers complain about
“It is not the smudgeproof product it once was”
“Seems dried up”
“It breaks easily and after a few uses developed a hard surface and stopped working”
“too overpriced”
“not a true black color”
“Not waterproof”
“Not the usual quality”
“I didnt want the shine”
“Does not work”
“Allergy Alert”
Top return reasons
Common questions
- Is stila profitable to sell on Amazon United States?
- The niche generates $77K/yr across 36 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +2.4%. Flapen's verdict: Skip it (46/100).
- How competitive is the stila niche?
- 1 brands and 4 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in stila?
- Top complaints mined from reviews: Smudge Resistance, Moist/Dry, Durability. The return rate is 1.5%.
- When does demand for stila peak?
- Demand peaks in Mar–Nov; the busiest month runs 2.1× the quietest.
- What does it cost to enter the stila niche?
- Listings span $14.70–$42.97; the average listing price is $24.93 (sweet spot $15–$100). The average incumbent carries 4,429 reviews — the moat a new listing must climb.