---
title: "White Highlighter — $80K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/white-highlighter"
last_updated: "2026-08-09T07:06:24.387Z"
locale: en
meta:
description: "Niche score 45/100 · $80K/yr market · 196K searches/yr · $11.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · $80K/yr market · 196K searches/yr · $11.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "White Highlighter — $80K/yr Amazon US Niche (2026) - Flapen"
---
# **white highlighter**
**Skip it**
Soft demand (-26.3% this quarter) — this niche doesn't clear our bar today.
Market size 20Growth 12Conversion 44Competition 70Returns 95Price range 57Avg price 46Brand share 31Review moat 25Quality gap 67
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****$2.08–$31.80**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$11.49**
avg listing price — sweet spot $15–$100
**Conversion**
**Okay****3.5%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****86%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****4,220.94**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KMar '26Mar '26Apr '26May '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/white-highlighter/trend)
## **Top white highlighter search terms**
- **twilight makeup**62K/yr-28.4%1.2% conv. - **white highlighter**25K/yr+14.2%3.3% conv. - **colourpop twilight**25K/yr-38.5%2.1% conv. - **white highlighter makeup**24K/yr-27.4%4.1% conv. - **colorpop twilight**11K/yr-34.6%2.3% conv. - **silver highlighter**7K/yr+28.3%2.7% conv. - **twilight colourpop**9K/yr-44.2%3.0% conv. - **twilight colorpop**5K/yr+3.5%3.4% conv. - **silver highlighter makeup**6K/yr-35.1%4.2% conv. - **highlighter makeup white**4K/yr-18.3%4.6% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/white-highlighter/search-terms)
## **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.
0%3%$2K6%$5K9%$7K12%$10K101001K10K100K 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**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**$25.00**4.9★82 rev](https://www.amazon.com/dp/B0G54873GD) [2**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**$24.38**4.7★382 rev](https://www.amazon.com/dp/B0DG6STBBX) [3**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**$15.75**4.5★55 rev](https://www.amazon.com/dp/B0G4NQDC4C) [4**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**$9.76**4.6★407 rev](https://www.amazon.com/dp/B0DG7C6M3G) [5**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**$6.98**4.0★354 rev](https://www.amazon.com/dp/B0CPL2CZ2X)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$25.00**82 rev5mo ago](https://www.amazon.com/dp/B0G54873GD) [**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**$15.75**55 rev5mo ago](https://www.amazon.com/dp/B0G4NQDC4C) [**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**$15.73**55 rev5mo ago](https://www.amazon.com/dp/B0G4NNCLBG) [**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**$11.94**17 rev5mo ago](https://www.amazon.com/dp/B0G4NRCVDN) [**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**$9.94**18 rev5mo ago](https://www.amazon.com/dp/B0G549Q6VV)
**~~View all new products →~~**
### **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**$31.80**4.5★**▲ 181%**](https://www.amazon.com/dp/B0GHT5C1M6) [**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.**$8.96**4.4★**▲ 131%**](https://www.amazon.com/dp/B0G1H4VG3X) [**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**$15.75**4.5★**▲ 87%**](https://www.amazon.com/dp/B0G4NQDC4C) [**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**$25.00**4.9★**▲ 84%**](https://www.amazon.com/dp/B0G54873GD) [**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**$9.94**4.1★**▲ 82%**](https://www.amazon.com/dp/B0G549Q6VV)
**~~View all trending →~~**
## **What buyers say about white highlighter**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**28%
*“Colors are as shown”*
**Brightness/Shine/Glow**16%
*“Beautiful shine”*
**Quality-Overall**9%
*“The product itself is effective”*
**Value For Money**7%
*“Well worth the purchase”*
**Soft Feel**6%
*“butter soft”*
**Durability**4%
*“long lasting wear”*
**Suitability Combination Skin**3%
*“it looks really good on my skin”*
**Ease Of Application**3%
*“ease of application is surprisingly good”*
**Advertised Vs Actual Product**2%
*“Just as advertised”*
**Ease Of Use**2%
*“Easy to use”*
### **What buyers complain about **
**Durability**10%
*“Breaks easily”*
**Color**10%
*“Color not as advertised”*
**Brightness/Shine/Glow**9%
*“Not shiny”*
**Quality-Overall**6%
*“Very poor quality”*
**Texture/Consistency-Overall**5%
*“arrived with a weird goopy texture”*
**Advertised Vs Actual Product**5%
*“Like it but, deceiving”*
**Functionality-Overall**3%
*“Wouldnt roll up”*
**Size-Overall**3%
*“it's ridiculously large”*
**Moist/Dry**3%
*“dried out”*
**Smell**3%
*“The perfume smells like an old lady”*
### **Top return reasons **
**Color**30%
**Advertised Vs Actual Product**11%
**Brightness/Shine/Glow**11%
**Defective Material/Parts**8%
**Functionality-Overall**8%
**Quality-Overall**4%
**Product Condition**3%
**Value For Money**3%
**Texture/Consistency-Overall**3%
**Moist/Dry**2%
## **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.
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