---
title: "Stila — $77K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/stila"
last_updated: "2026-08-10T11:31:58.728Z"
locale: en
meta:
description: "Niche score 46/100 · $77K/yr market · 110K searches/yr · $24.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $77K/yr market · 110K searches/yr · $24.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Stila — $77K/yr Amazon US Niche (2026) - Flapen"
---
# **stila**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 19Growth 28Conversion 35Competition 69Returns 86Price range 94Avg price 95Brand share 0Review moat 25Quality gap 58
**Avg price**
**Incredible****$24.93**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$14.70–$42.97**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.5%**
return rate — above 5% kills the launch gate
**Competition**
**Good****44%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.8%**
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**
**Bad****4,428.94**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Bad****$77K**
$77K/yr · 110K searches
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Mar, Nov · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/stila/trend)
## **Top stila search terms**
- **stila**87K/yr+3.1%2.6% conv. - **stilla**16K/yr+8.3%3.6% conv. - **stila makeup**4K/yr-22.3%1.4% conv. - **stila stay all day**3K/yr-11.7%4.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/stila/search-terms)
## **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.
0%4%$3K8%$6K12%$9K16%$12K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant**stila**$20.50**4.4★33,789 rev](https://www.amazon.com/dp/B0031NNE56) [2**stila Heavens Hue Highlighter Opulence 0.35 oz (Pack of 1)**stila**$33.16**4.5★602 rev](https://www.amazon.com/dp/B07DCP4767) [3**stila One Step Color Corrector & Brightening Primer Facial Serum to Even Skin Tone Moisturize & Hydrate Oil-Free Makeup 1 Fl. Oz.**stila**$33.32**4.4★5,188 rev](https://www.amazon.com/dp/B003W5GL5I) [4**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**$21.27**4.4★1,232 rev](https://www.amazon.com/dp/B0D4QSGM28) [5**stila Eye Shadow Compact Kitten 0.09 oz**stila**$19.29**4.5★812 rev](https://www.amazon.com/dp/B004VQTUVE)
**~~View all top sellers →~~**
### **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**$23.51**42 rev4mo ago](https://www.amazon.com/dp/B0GLV9LTNP) [**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**$24.14**549 rev1y ago](https://www.amazon.com/dp/B0DL8QMK6W) [**stila Stay All Day Liquid Lipstick | Beso**stila**$23.02**8,226 rev1y ago](https://www.amazon.com/dp/B0DL8LLBF3) [**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**$21.27**1,232 rev2y ago](https://www.amazon.com/dp/B0D4QSGM28) [**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**$20.78**1,232 rev2y ago](https://www.amazon.com/dp/B0D4QVG4X6)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**stila Heavens Hue Highlighter Opulence 0.35 oz (Pack of 1)**stila**$33.16**4.5★**▲ 160%**](https://www.amazon.com/dp/B07DCP4767) [**stila Heavens Hue Highlighter | Lightweight Soft Makeup Glow Bouncy Texture Illuminates Skin Transfer-Resistant | Bronze 0.35 Oz. (Pack of 1)**stila**$33.06**4.5★**▲ 151%**](https://www.amazon.com/dp/B06X3RGTB9) [**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**$23.51**4.0★**▲ 125%**](https://www.amazon.com/dp/B0GLV9LTNP) [**Stila Magnificent Metals Glitter and Glow Liquid Eye Shadow | Long Lasting Sparkle Quick-Drying Eye Makeup | Lightweight Water Base | Wanderlust**stila**$22.10**4.5★**▲ 105%**](https://www.amazon.com/dp/B0781VY711) [**Stila Magnificent Metals Glitter And Glow Liquid Eye Shadow**stila**$22.11**4.5★**▲ 101%**](https://www.amazon.com/dp/B06VSXK4S4)
**~~View all trending →~~**
## **What buyers say about stila**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**22%
*“Perfect shade”*
**Brightness/Shine/Glow**10%
*“Beautiful shimmer”*
**Quality-Overall**8%
*“Decent Formula,”*
**Smudge Resistance**7%
*“It hardly smudges at all—really great”*
**Value For Money**5%
*“Great price”*
**Advertised Vs Actual Product**5%
*“Exactly what I was looking for”*
**Ease Of Application**5%
*“Smooth application”*
**Ease Of Use**4%
*“EASY TO USE”*
**Soft Feel**4%
*“It feels super soft”*
**Durability**4%
*“Stays put and last all day”*
### **What buyers complain about **
**Smudge Resistance**11%
*“It is not the smudgeproof product it once was”*
**Moist/Dry**10%
*“Seems dried up”*
**Durability**9%
*“It breaks easily and after a few uses developed a hard surface and stopped working”*
**Value For Money**9%
*“too overpriced”*
**Color**7%
*“not a true black color”*
**Water Resistance**7%
*“Not waterproof”*
**Quality-Overall**5%
*“Not the usual quality”*
**Brightness/Shine/Glow**5%
*“I didnt want the shine”*
**Functionality-Overall**4%
*“Does not work”*
**Allergies**2%
*“Allergy Alert”*
### **Top return reasons **
**Color**34%
**Moist/Dry**14%
**Advertised Vs Actual Product**12%
**Functionality-Overall**6%
**Product Condition**5%
**Water Resistance**4%
**Eyeliner Quality**3%
**Value For Money**3%
**Brightness/Shine/Glow**2%
**Defective Material/Parts**2%
## **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.
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