white highlighter stick
Skip itA deep review moat (16,190 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Price range
Okay$2.04–$22.87cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.07avg listing price — sweet spot $15–$100
Market size
Bad$75K$75K/yr · 176K searches
Growth
Bad-12.0%90-day search growth — must beat 0% to launch
Review moat
Bad16,190.06avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, white highlighter stick is a $75K/yr Amazon United States market (176K searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Skip it — 45/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
white highlighter stick market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- $60K–$81K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #73
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 73%
- Out of stock
- 0.0%
- Avg brand age
- 53 months
- Avg seller age
- 134 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
19 rising
Sellers
104
Top-5 brand share
76%
Top 20: 100%
Top-5 click share
53%
Top 20: 86%
Open market
21%
- NYX PROFESSIONAL MAKEUP46%
- e.l.f.13%
- SHEGLAM6%
- tarte6%
- Julep5%
- wet n wild3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.0% search growth over the last 90 days.Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.2×
Top white highlighter stick search terms
- nyx highlighter stick29K/yr
- eye highlighter26K/yr
- inner corner eye highlighter21K/yr
- inner eye highlighter13K/yr
- eye highlighter stick13K/yr
- under eye highlighter11K/yr
- iluminador de ojos9K/yr
- highlighter pencil makeup8K/yr
- highlighter pen makeup7K/yr
- nyx jumbo highlighter stick12K/yr
Top white highlighter 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NYX PROFESSIONAL MAKEUP Jumbo Eye Pencil Blendable Eyeshadow Stick & Eyeliner Pencil - Milk (White)
NYX PROFESSIONAL MAKEUP$5.454.3★86,427 rev
NYX PROFESSIONAL MAKEUP Jumbo Multi-Use Face Highlighter Stick - Vanilla Ice Cream
NYX PROFESSIONAL MAKEUP$6.494.5★4,343 rev
e.l.f. No Budge Shadow Stick Long-Lasting Cream Eyeshadow Stick For High-Pigment Metallic Color Vegan & Cruelty-Free Perfect Pearl
e.l.f.$4.694.0★9,832 rev
tarte fake awake eye highlight Highlighter Pencil for Eyes & Brows Longwear Vegan & Cruelty-Free full size white
tarte$22.254.4★861 rev
NYX PROFESSIONAL MAKEUP Buttermelt Glaze Stix Non-Greasy Highlighter Stick With Up To 8HR Make Up Wear - 04 My Melt Era (Pink)
NYX PROFESSIONAL MAKEUP$13.374.2★631 rev
Newest
by launch dateNYX PROFESSIONAL MAKEUP Buttermelt Glaze Stix Non-Greasy Highlighter Stick With Up To 8HR Make Up Wear - 04 My Melt Era (Pink)
NYX PROFESSIONAL MAKEUP$13.37631 rev
NYX PROFESSIONAL MAKEUP Buttermelt Glaze Stix Non-Greasy Highlighter Stick With Up To 8HR Make Up Wear - 01 Big Melt Energy (Clear)
NYX PROFESSIONAL MAKEUP$12.46631 rev
SHEGLAM Lunar Glow Highlighter Silky Creamy Eyeshadow-Vanilla Frost Shimmery Finish Vanilla Frost
SHEGLAM$8.99423 rev
SHEGLAM Crystal Jelly Glaze Stick Eye Shadow Stick Eyeliner Brightener Pencil Crayon with Brush Easy to Blend Long Lasting Shimmer Eyeshadow-Rosy Gem
SHEGLAM$7.682,267 rev
tarte fake awake eye highlight Highlighter Pencil for Eyes & Brows Longwear Vegan & Cruelty-Free full size white
tarte$22.25861 rev
Trending
90-day click momentum
CoverGirl Clean Eye Color Icy Frost Eyeshadow Sticks Ultra Creamy Formula Lightweight Buildable Formula Lasts All Day Smudge-Proof 0.05oz
COVERGIRL$7.444.2★
ColourPop Shadow Stix - Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Honey BB (0.05 oz)
ColourPop$8.384.5★
NYX PROFESSIONAL MAKEUP Buttermelt Glaze Stix Non-Greasy Highlighter Stick With Up To 8HR Make Up Wear - 04 My Melt Era (Pink)
NYX PROFESSIONAL MAKEUP$13.374.2★
SHEGLAM Lunar Glow Highlighter Silky Creamy Eyeshadow-Vanilla Frost Shimmery Finish Vanilla Frost
SHEGLAM$8.994.6★
Lune+Aster Eye Illuminator Highlighter Pencil Crayon Silky Champagne
Lune+Aster$22.874.2★
What buyers say about white highlighter stick
What buyers praise and complain about, mined from review topics.What buyers love
“Color is pretty”
“Beautiful shine”
“EXCELLENT VALUE”
“Everything about it feels well-made and reliable, which immediately gave me confidence in the purchase”
“Soft and creamy”
“Beautiful coverage”
“it looks really good on my skin”
“Apply lightly”
“Easy to use”
“It has good staying power”
What buyers complain about
“The color is dull”
“Doesn't work as advertised”
“Didn't last”
“Noticeably more wrinkles”
“did not cover dark circles”
“Too dry for me”
“The color quality is mediocre”
“SO expensive”
“This is not glittery”
“Not good in stick form”
Top return reasons
Common questions
- Is white highlighter stick profitable to sell on Amazon United States?
- The niche generates $75K/yr across 33 tracked products. 4 of 6 products launched in the last 360 days are still selling. 90-day search growth is -12.0%. Flapen's verdict: Skip it (45/100).
- How competitive is the white highlighter stick niche?
- 19 brands and 104 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in white highlighter stick?
- Top complaints mined from reviews: Color, Functionality-Overall, Durability. The return rate is 1.0%.
- When does demand for white highlighter stick peak?
- Demand peaks in Jan–Feb–Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the white highlighter stick niche?
- Listings span $2.04–$22.87; the average listing price is $10.07 (sweet spot $15–$100). The average incumbent carries 16,190 reviews — the moat a new listing must climb.