Liquid Highlighter Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Liquid Highlighter sales on Amazon US totaled 366,300 units in July 2026 (▲ 13.1% vs. the prior month), generating an estimated $2,976,896 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 68.3% of unit volume and 54.2% of revenue, while a typical listing is priced at $10.41. The keyword itself pulled 13,350 Amazon queries over the same period (▲ 0.8% MoM).
Zooming out to the 12-month window ending July 2026, the liquid highlighter Top 50 moved 3,332,500 units and $30,118,556 in cumulative sales — an average of 277,708 units and $2,509,880 per month. Monthly throughput topped out at 405,650 units in August 2025 and dipped to 112,100 in May 2026, leaving the latest reading 9.7% lower than August 2025.
Liquid Highlighter Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
366.3K
▲ 13.1% MoM
Monthly Revenue 2026/07
$3M
▼ 4.1% MoM
Top 10 Market Share 2026/07
68.3%
Liquid Highlighter Market Share & Sales Concentration on Amazon US — July 2026
The most-sold liquid highlighter listing on Amazon US in July 2026 is ASIN B000Q5ZGIA (Brand: BIC), which sold 90,000 units at $1.79 apiece — equal to 24.6% of every unit tracked in this report and 3.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 250,000 units and $1,613,000 in July 2026 — 68.3% of unit volume and 54.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Liquid Highlighter' on Amazon
July 2026
Is 68.3% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B000Q5ZGIA
BIC Brite Liner Highlighters, Chisel Tip, 5-Count Pack, Assorted Colors | Ideal for Students and Teachers | Perfect for Notes and Textbooks | Bright Fluorescent Ink, Smudge Resistant, ACMI Approved
90K
▲ 125.0%vs. prior month
$173.7K
latest month
12-month trend
B019QROV9S
Sharpie Clear View Highlighter Sticks, Chisel Tip Highlighter Market Set, Essential School & Teacher Supplies, Smear Resistant, Assorted Color Highlighters, 8-Pack
30K
▲ 50.0%vs. prior month
$359.4K
latest month
12-month trend
B09V1CPTR1
Catrice Under Eye Brightener, Dark Circles Color Corrector (010 Light Rose) | With Hyaluronic Acid & Shea Butter, Lightweight Buildable Hydrating Concealer, Vegan, Cruelty Free, Fragrance Free, 0.14 oz
30K
▼ 40.0%vs. prior month
$180K
latest month
12-month trend
B0C1HQZ4VY
Sharpie Pocket Highlighters, Chisel Tip, Assorted Colored Highlighters, Essential Teacher and Office Supplies, Classroom Must Haves, Smear-Resistant, 12-Pack
20K
▲ 100.0%vs. prior month
$138.8K
latest month
12-month trend
B074PTZCNX
L'Oreal Paris Makeup True Match Lumi Glotion, Natural Glow Enhancer, Illuminator Highlighter, Bronzing Drops For a Sun-Kissed Glow, 903 Medium
20K
▼ 50.0%vs. prior month
$299.4K
latest month
12-month trend
B07MH1KHJ2
BS-MALL Makeup Brush Set 18 Pcs Professional Foundation Powder Concealers Eyeshadow Blush Synthetic Makeup Brushes with Labeled instruction Black Case Upgraded Version
20K
▲ 0.0%vs. prior month
$194.6K
latest month
12-month trend
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Best Liquid Highlighter Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
BIC is the best-performing liquid highlighter brand in July 2026, moving 100,000 units across 2 ASINs for 40.0% of Top 10 volume. Sharpie follows with 70,000 units (28.0%), ahead of Catrice Cosmetics on 30,000 units (12.0%).
With 6 brands splitting the Top 10 and 80.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $3.39 to $9.48, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
BIC
2 ASINs in Top 10
40.0%
Units
100K
Revenue
$215.8K
Avg. price
$3.39
B000Q5ZGIA
$1.79·★4.8·43.4K revsBIC Brite Liner Highlighters, Chisel Tip, 5-Count Pack, Assorted Colors | Ideal for Students and Teachers | Perfect for Notes and Textbooks | Bright Fluorescent Ink, Smudge Resistant, ACMI Approved
Units sold90KB003NAYP1E
$4.99·★4.8·2.1K revsBIC Brite Liner Grip Highlighters, Chisel Tip, 5-Count Pack, Yellow | Comfortable Grip | Bright Yellow Ink for Organizing and Coloring | Smudge-Resistant, Long-Lasting Ink, ACMI Certified
Units sold10K
Sharpie
4 ASINs in Top 10
28.0%
Units
70K
Revenue
$664.3K
Avg. price
$9.48
B019QROV9S
$11.99·★4.8·16.4K revsSharpie Clear View Highlighter Sticks, Chisel Tip Highlighter Market Set, Essential School & Teacher Supplies, Smear Resistant, Assorted Color Highlighters, 8-Pack
Units sold30KB0C1HQZ4VY
$6.94·★4.8·1.1K revsSharpie Pocket Highlighters, Chisel Tip, Assorted Colored Highlighters, Essential Teacher and Office Supplies, Classroom Must Haves, Smear-Resistant, 12-Pack
Units sold20KB09Y2KJ2KX
$11.99·★4.6·3.5K revsSharpie Pocket Highlighters, Mild Pastel Colors, Assorted, Chisel Tip, 12 Count - School, Home, and Office Use, Teacher Supplies
Units sold10KB002BA5WLE
$6.99·★4.8·20K revsSharpie Tank Highlighters, Assorted Colors, Chisel Tip, Back to School Essentials, Teacher & Office Supplies, Smear-Resistant, 12-Pack
Units sold10K
Catrice Cosmetics
1 ASIN in Top 10
12.0%
Units
30K
Revenue
$180K
Avg. price
$6.00
B09V1CPTR1
$6.00·★4.2·23.6K revsCatrice Under Eye Brightener, Dark Circles Color Corrector (010 Light Rose) | With Hyaluronic Acid & Shea Butter, Lightweight Buildable Hydrating Concealer, Vegan, Cruelty Free, Fragrance Free, 0.14 oz
Units sold30K
Trending Liquid Highlighter Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B002BA5WLE booked 10K units at $6.99, with ▲ 400.0% MoM change. On the growth side, B0DYCMVWSF leads positive momentum with ▲ 500.0% MoM growth on 300 units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B002BA5WLE
Sharpie Tank Highlighters, Assorted Colors, Chisel Tip, Back to School Essentials, Teacher & Office Supplies, Smear-Resistant, 12-Pack
Price
$6.99
Rating
4.8
Reviews
20K
Latest month sales
B003NAYP1E
BIC Brite Liner Grip Highlighters, Chisel Tip, 5-Count Pack, Yellow | Comfortable Grip | Bright Yellow Ink for Organizing and Coloring | Smudge-Resistant, Long-Lasting Ink, ACMI Certified
Price
$4.99
Rating
4.8
Reviews
2.1K
Latest month sales
B0DYCMVWSF
Pacifica Crystal Lit Glowy Glisten Drops – Face Makeup - Shimmery Multi-Use Liquid Blush/Highlighter for Radiant, Dewy Cheeks Luminous Glow Clean Beauty Vegan & Cruelty-Free Dermatologist Tested
Unlock to view ASIN details and product titles
Price
$5.99
Rating
4.4
Reviews
80
Latest month sales
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