Is vitamin e lip balm profitable to sell on Amazon United States?

The niche generates $61K/yr across 17 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -16.2%. Flapen's verdict: Skip it (38/100).

How competitive is the vitamin e lip balm niche?

11 brands and 44 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 88% of demand.

What do buyers complain about in vitamin e lip balm?

Top complaints mined from reviews: Functionality-Overall, Size-Overall, Durability. The return rate is 0.3%.

When does demand for vitamin e lip balm peak?

Demand peaks in Jan–Feb–Dec; the busiest month runs 2.6× the quietest.

What does it cost to enter the vitamin e lip balm niche?

Listings span $4.05–$22.34; the average listing price is $10.41 (sweet spot $15–$100). The average incumbent carries 1,935 reviews — the moat a new listing must climb.

vitamin e lip balm

Skip it

A small market ($61K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Great8.9%

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

Review moat

Okay1,934.65

avg incumbent reviews — the moat a new listing must climb

Price range

Okay$4.05–$22.34

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

Avg price

Okay$10.41

avg listing price — sweet spot $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay88%

top-5 brand share — brands hold most of the demand

Competition

Bad76%

top-5 click share — a locked-up shelf

Growth

Bad-16.2%

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

Market size

Bad$61K

$61K/yr · 66K searches

According to Flapen's Amazon United States niche tracking, vitamin e lip balm is a $61K/yr Amazon United States market (66K searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Skip it — 38/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

vitamin e lip balm market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $62K–$83K; units × avg price
Conversion rate: 8.9%
Avg BSR: #765
Page quality: 0%
Prime: 88%
Sponsored: 59%
Out of stock: 2.1%
Avg brand age: 70 months
Avg seller age: 149 days

Competition & brand share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 falling

Sellers

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

Reviva Labs25%
Coera23%
K KAIZEN822%
Piping Rock11%
Palmer's7%
UXENPHXF3%
Open — no brand owns it (5 brands, 9%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.2% search growth over the last 90 days.

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.6×

Open Trend

Top vitamin e lip balm search terms

vitamin e stick21K/yr -14.5%9.2% conv.
vitamin e lip balm17K/yr -19.6%7.0% conv.
lip balm vitamin e3K/yr +317.2%0.4% conv.
vitamin e stick for lips7K/yr -31.8%13.0% conv.
vitamin e chapstick6K/yr -35.2%9.8% conv.
vitamin e lip balm stick4K/yr -37.3%11.9% conv.
vitamin e stick for scars3K/yr +8.3%6.5% conv.
vitamin e for lips5K/yr -52.4%5.2% conv.

All search terms

Top vitamin e 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.

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

All 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Coera Vitamin E Moisturizing Stick for Lips | .12 oz (2 Pack)

Coera$7.934.5★331 rev

Vitamin E Lip Balm Chapstick - Moisturizing Lip Stick for Dry Lips Natural 2 Pack Made in USA

K KAIZEN8$11.794.8★87 rev

Reviva Labs Vitamin E Stick - Hydrating Lip Balm for Chapped Lips & Under Eye Care - Moisturizing with Beeswax Shea Butter & Allantoin - Vitamin E Lip Balm for Men & Women (Pack of 3)

Reviva Labs$12.654.4★1,673 rev

Piping Rock Vitamin E Moisturizing Stick for Lips | Nourishing and Conditioning Balm | Free of Parabens SLS & Fragrances

Piping Rock$5.574.4★110 rev

Palmers Cocoa Butter Formula Moisturizing Swivel Stick Pack of 3 | Vitamin E Lip Balm for Beach Bag Multi-Purpose Face & Body Moisturizer Stick Ideal for Treating Dry Skin Patches

Palmer's$8.144.8★22,237 rev

Newest

by launch date

UXENPHXF Scar Butter Stick with Vitamin E Cocoa Butter & Coconut Oil Nourishing Skin Care Cream for Face Body & Hands For All Skin Types -1Pack

UXENPHXF$9.0473 rev

7mo ago

ZIXAOK Scar Butter Stick for Scars Cocoa Butter Stick with Vitamin E Scars Repair Cream with 5 in 1 Smoothing Formula to Improves Texture & Discoloration Non-Greasy

ZIXAOK$8.3019 rev

7mo ago

K KAIZEN8 Vitamin E Moisturizing Lip Balm Stick Natural Finish All Skin Types 4 Count Made in USA White

K KAIZEN8$19.4510 rev

8mo ago

Vitamin E Lip Balm Chapstick - Moisturizing Lip Stick for Dry Lips Natural 2 Pack Made in USA

K KAIZEN8$11.7987 rev

9mo ago

ZIXAOK Scar Stick for Scars After Surgery & C-Section Cocoa Butter Stick with Vitamin E for Scars 5-in-1 Smoothing Formula to Improves Texture & Discoloration Non-Greasy (0.7 oz)

ZIXAOK$9.5965 rev

9mo ago

What buyers say about vitamin e lip balm

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

What buyers love

Moist/Dry21%

“Very moisturizing”

Soft Feel12%

“It glides on smooth”

Quality-Overall11%

“Great for everything - lips, elbows, knees, hands”

Efficiency7%

“effective”

Smell5%

“Smells good”

Ease Of Application5%

“Applied well”

Ease Of Use4%

“Easy to use”

Adhesion/Stickiness4%

“these sticks are great for many things”

Value For Money4%

“Good value”

Advertised Vs Actual Product2%

“As advertised”

What buyers complain about

Functionality-Overall11%

“Didn't work”

Size-Overall7%

“the containers are so small”

Durability6%

“Breaks off”

Moist/Dry6%

“This product is dry”

Allergies6%

“I had an allergic reaction”

Smell6%

“I was worried itd have that fake chemical smell that makes me feel sick”

Value For Money5%

“the price on this was really high as well”

Adhesion/Stickiness5%

“Stick broke after few tries”

Skin Health4%

“Does nothing for your skin”

Advertised Vs Actual Product3%

“False advertisement”

Top return reasons

Functionality-Overall19%

Adhesion/Stickiness17%

Size-Overall13%

Advertised Vs Actual Product11%

Smell7%

Product Condition4%

Moist/Dry4%