white highlighter
Skip itSoft demand (-26.3% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Price range
Good$2.08–$31.80cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$11.49avg listing price — sweet spot $15–$100
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Review moat
Bad4,220.94avg incumbent reviews — the moat a new listing must climb
Market size
Bad$80K$80K/yr · 196K searches
Growth
Bad-26.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, white highlighter is a $80K/yr Amazon United States market (196K searches/yr). The top 5 brands hold 86% of demand. Verdict: Skip it — 45/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
white highlighter market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- $57K–$69K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #421
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 11.9%
- Avg brand age
- 44 months
- Avg seller age
- 137 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
16 rising
Sellers
74
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
43%
Top 20: 85%
Open market
11%
- ColourPop63%
- NYX PROFESSIONAL MAKEUP9%
- evpct6%
- Revolution Beauty London5%
- SHEGLAM3%
- wet n wild2%
- Open — no brand owns it (10 brands, 11%)
Demand
Weekly Amazon search volume, last 20 weeks — -26.3% search growth over the last 90 days.Top white highlighter search terms
- twilight makeup62K/yr
- white highlighter25K/yr
- colourpop twilight25K/yr
- white highlighter makeup24K/yr
- colorpop twilight11K/yr
- silver highlighter7K/yr
- twilight colourpop9K/yr
- twilight colorpop5K/yr
- silver highlighter makeup6K/yr
- highlighter makeup white4K/yr
Top white highlighter 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
ColourPop x The Twilight Saga Eclipse Eyeshadow Palette - Limited Edition 15-Shade Matte Metallic & Glitter Eyeshadow Palette - High-Pigment Eye Makeup with a Long-Wearing Formula (0.63 oz)
ColourPop$25.004.9★82 rev
ColourPop Twilight Eyeshadow Palette - Limited Edition Palette with Metallic and Matte Finishes - High-Pigment Eye Makeup with a Long-Wearing Formula (0.3 oz)
ColourPop$24.384.7★382 rev
Colourpop x The Twilight Saga Eclipse Lip Kit - Warm Burgundy Brown Lip Combo with Lippie Stix Lipstick + Lippie Pencil - Long Lasting Ultra-Pigmented Cream Finish - New Love (2 Count)
ColourPop$15.754.5★55 rev
ColourPop x Twilight Super Shock Highlighter Makeup - High-Pigment Crme-Powder Face Makeup - Buildable & Blendable Formula with a Unique Bouncy Texture - Vampire Skin (0.15 oz)
ColourPop$9.764.6★407 rev
evpct Pearl White Silver Face Highlighter Makeup White Shimmer Glitter Diamond Sparkly Highlighters Makeup Eyeshadow Palette Powder for Face Body Cheek Skin inner Corner Eye Highlighter Make up 01
evpct$6.984.0★354 rev
Newest
by launch dateColourPop x The Twilight Saga Eclipse Eyeshadow Palette - Limited Edition 15-Shade Matte Metallic & Glitter Eyeshadow Palette - High-Pigment Eye Makeup with a Long-Wearing Formula (0.63 oz)
ColourPop$25.0082 rev
Colourpop x The Twilight Saga Eclipse Lip Kit - Warm Burgundy Brown Lip Combo with Lippie Stix Lipstick + Lippie Pencil - Long Lasting Ultra-Pigmented Cream Finish - New Love (2 Count)
ColourPop$15.7555 rev
ColourPop x The Twilight Saga Eclipse Lip Kit - Pinky Nude Lip Combo with Lippie Stix Lipstick + Lippie Pencil - Long Lasting Ultra-Pigmented Cream Finish - Opposites Attract (2 Count)
ColourPop$15.7355 rev
ColourPop x The Twilight Saga Eclipse Matte Lipstick - Vampy Red Liquid Lipstick with a Powder-to-Creme Formula - One-Swipe Full Coverage Color - Long Lasting & Non-Drying - Newborn (0.06 oz)
ColourPop$11.9417 rev
ColourPop x The Twilight Saga Eclipse Jelly Much Gel Eye Shadow - Metallic Eyeshadow with a Water-Based Gel Formula - Intense Color Payoff with Minimized Creasing & Fading - Cullen Coven (0.23 oz)
ColourPop$9.9418 rev
Trending
90-day click momentum
SushyGlowCosmetics 8ML Bloody Lip Tint- Lip Stain - Vampire Lip Stain - Water Tint - Blood Tint - Blood Stain - Vampy - Goth Lip (Twilight Princess)
SushyGlowCosmetics$31.804.5★
e.l.f. Halo Glow Silky Powder Highlighter Long-Lasting Luminous Face Finish Cake-Resistant With Micro-Shimmer Vegan & Cruelty-Free Soft Pearl Era
e.l.f.$8.964.4★
Colourpop x The Twilight Saga Eclipse Lip Kit - Warm Burgundy Brown Lip Combo with Lippie Stix Lipstick + Lippie Pencil - Long Lasting Ultra-Pigmented Cream Finish - New Love (2 Count)
ColourPop$15.754.5★
ColourPop x The Twilight Saga Eclipse Eyeshadow Palette - Limited Edition 15-Shade Matte Metallic & Glitter Eyeshadow Palette - High-Pigment Eye Makeup with a Long-Wearing Formula (0.63 oz)
ColourPop$25.004.9★
ColourPop x The Twilight Saga Eclipse Jelly Much Gel Eye Shadow - Metallic Eyeshadow with a Water-Based Gel Formula - Intense Color Payoff with Minimized Creasing & Fading - Cullen Coven (0.23 oz)
ColourPop$9.944.1★
What buyers say about white highlighter
What buyers praise and complain about, mined from review topics.What buyers love
“Colors are as shown”
“Beautiful shine”
“The product itself is effective”
“Well worth the purchase”
“butter soft”
“long lasting wear”
“it looks really good on my skin”
“ease of application is surprisingly good”
“Just as advertised”
“Easy to use”
What buyers complain about
“Breaks easily”
“Color not as advertised”
“Not shiny”
“Very poor quality”
“arrived with a weird goopy texture”
“Like it but, deceiving”
“Wouldnt roll up”
“it's ridiculously large”
“dried out”
“The perfume smells like an old lady”
Top return reasons
Common questions
- Is white highlighter profitable to sell on Amazon United States?
- The niche generates $80K/yr across 36 tracked products. 4 of 12 products launched in the last 360 days are still selling. 90-day search growth is -26.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the white highlighter niche?
- 16 brands and 74 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in white highlighter?
- Top complaints mined from reviews: Durability, Color, Brightness/Shine/Glow. The return rate is 0.9%.
- What does it cost to enter the white highlighter niche?
- Listings span $2.08–$31.80; the average listing price is $11.49 (sweet spot $15–$100). The average incumbent carries 4,221 reviews — the moat a new listing must climb.