---
title: "White Highlighter Stick — $75K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/white-highlighter-stick"
last_updated: "2026-08-09T09:58:25.554Z"
locale: en
meta:
description: "Niche score 45/100 · $75K/yr market · 176K searches/yr · $10.07 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · $75K/yr market · 176K searches/yr · $10.07 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "White Highlighter Stick — $75K/yr Amazon US Niche (2026) - Flapen"
---
# **white highlighter stick**
**Skip it**
A deep review moat (16,190 avg reviews) — this niche doesn't clear our bar today.
Market size 19Growth 19Conversion 52Competition 53Returns 95Price range 38Avg price 34Brand share 49Review moat 18Quality gap 72
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****53%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Good****4.2%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****76%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****$2.04–$22.87**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$10.07**
avg 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**
**Bad****16,190.06**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
7K5KSpike '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/white-highlighter-stick/trend)
## **Top white highlighter stick search terms**
- **nyx highlighter stick**29K/yr-16.1%3.8% conv. - **eye highlighter**26K/yr-4.6%2.6% conv. - **inner corner eye highlighter**21K/yr-0.7%2.8% conv. - **inner eye highlighter**13K/yr+3.4%3.0% conv. - **eye highlighter stick**13K/yr-12.9%4.1% conv. - **under eye highlighter**11K/yr-13.3%1.7% conv. - **iluminador de ojos**9K/yr-4.5%1.1% conv. - **highlighter pencil makeup**8K/yr-15.5%1.7% conv. - **highlighter pen makeup**7K/yr+4.7%3.0% conv. - **nyx jumbo highlighter stick**12K/yr-50.4%6.1% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/white-highlighter-stick/search-terms)
## **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.
0%5%$4K10%$7K15%$11K20%$15K101001K10K100K1.0M 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**NYX PROFESSIONAL MAKEUP Jumbo Eye Pencil Blendable Eyeshadow Stick & Eyeliner Pencil - Milk (White)**NYX PROFESSIONAL MAKEUP**$5.45**4.3★86,427 rev](https://www.amazon.com/dp/B001TK4LM8) [2**NYX PROFESSIONAL MAKEUP Jumbo Multi-Use Face Highlighter Stick - Vanilla Ice Cream**NYX PROFESSIONAL MAKEUP**$6.49**4.5★4,343 rev](https://www.amazon.com/dp/B0C41PSDZF) [3**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.**$4.69**4.0★9,832 rev](https://www.amazon.com/dp/B08T7D572P) [4**tarte fake awake eye highlight Highlighter Pencil for Eyes & Brows Longwear Vegan & Cruelty-Free full size white**tarte**$22.25**4.4★861 rev](https://www.amazon.com/dp/B0DHHGT4K3) [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**$13.37**4.2★631 rev](https://www.amazon.com/dp/B0FZC99K5B)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$13.37**631 rev7mo ago](https://www.amazon.com/dp/B0FZC99K5B) [**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**$12.46**631 rev7mo ago](https://www.amazon.com/dp/B0FZC9W25K) [**SHEGLAM Lunar Glow Highlighter Silky Creamy Eyeshadow-Vanilla Frost Shimmery Finish Vanilla Frost**SHEGLAM**$8.99**423 rev1y ago](https://www.amazon.com/dp/B0DSG3BBJS) [**SHEGLAM Crystal Jelly Glaze Stick Eye Shadow Stick Eyeliner Brightener Pencil Crayon with Brush Easy to Blend Long Lasting Shimmer Eyeshadow-Rosy Gem**SHEGLAM**$7.68**2,267 rev1y ago](https://www.amazon.com/dp/B0DPHCYMZ7) [**tarte fake awake eye highlight Highlighter Pencil for Eyes & Brows Longwear Vegan & Cruelty-Free full size white**tarte**$22.25**861 rev1y ago](https://www.amazon.com/dp/B0DHHGT4K3)
**~~View all new products →~~**
### **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**$7.44**4.2★**▲ 261%**](https://www.amazon.com/dp/B0CZVBBDDB) [**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**$8.38**4.5★**▲ 190%**](https://www.amazon.com/dp/B0D3276D9G) [**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**$13.37**4.2★**▲ 188%**](https://www.amazon.com/dp/B0FZC99K5B) [**SHEGLAM Lunar Glow Highlighter Silky Creamy Eyeshadow-Vanilla Frost Shimmery Finish Vanilla Frost**SHEGLAM**$8.99**4.6★**▲ 48%**](https://www.amazon.com/dp/B0DSG3BBJS) [**Lune+Aster Eye Illuminator Highlighter Pencil Crayon Silky Champagne**Lune+Aster**$22.87**4.2★**▲ 40%**](https://www.amazon.com/dp/B0BP97V2LK)
**~~View all trending →~~**
## **What buyers say about white highlighter stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**14%
*“Color is pretty”*
**Brightness/Shine/Glow**12%
*“Beautiful shine”*
**Value For Money**10%
*“EXCELLENT VALUE”*
**Quality-Overall**8%
*“Everything about it feels well-made and reliable, which immediately gave me confidence in the purchase”*
**Soft Feel**7%
*“Soft and creamy”*
**Coverage**5%
*“Beautiful coverage”*
**Suitability Combination Skin**4%
*“it looks really good on my skin”*
**Ease Of Application**4%
*“Apply lightly”*
**Ease Of Use**4%
*“Easy to use”*
**Durability**3%
*“It has good staying power”*
### **What buyers complain about **
**Color**10%
*“The color is dull”*
**Functionality-Overall**7%
*“Doesn't work as advertised”*
**Durability**6%
*“Didn't last”*
**Wrinkles**5%
*“Noticeably more wrinkles”*
**Coverage**5%
*“did not cover dark circles”*
**Moist/Dry**4%
*“Too dry for me”*
**Quality-Overall**4%
*“The color quality is mediocre”*
**Value For Money**4%
*“SO expensive”*
**Brightness/Shine/Glow**3%
*“This is not glittery”*
**Adhesion/Stickiness**3%
*“Not good in stick form”*
### **Top return reasons **
**Color**36%
**Advertised Vs Actual Product**10%
**Functionality-Overall**7%
**Adhesion/Stickiness**6%
**Brightness/Shine/Glow**6%
**Defective Material/Parts**5%
**Product Condition**3%
**Texture/Consistency-Overall**3%
**Moist/Dry**3%
**Quality-Overall**2%
## **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.
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