A Practical Industry Analysis Report of Highlighters

Sharline Shaw

To make your products profitable, you have to take into consideration many elements.

Some of these elements include healthy competition, strong sales force, large market share and stable market demand.

If you’re interested in selling highlighters, then this article will be a great source of information.

We at Leelinesourcing want to share a industry report of highlighters with you today to help make better and informed decisions.


1.Market Demand

The market demand usually determines market supply. Therefore, you should first have a good understanding of the highlighters market demand through data.


(The chart of Highlighters’ popularity of searching of the United States in the past five years)

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(The chart of Highlighters’ popularity of searching of the worldwide in the past five years)

According to the data provided by Google trend (trends.google.com) in the past five years, the search popularity of highlighters in American has been increasing year after year. This trend has been growing rapidly since 2016.

The peaks months are usually in July, August, December and January in each year steadily. Over the past five years, the global search popularity of highlighters has also been on the rise. The search peak is usually in July, August, December and January.


(The graph of search volume of highlighter from Amazon in the past 12 months)

Besides Google, we also got search data from Amazon (www.amazon.com) . In the year of 2017, the numbers of searches for highlighters hit a peak of 7 million in July and August. While other months recorded lower searches, these are incredible results for anybody interested in selling highlighters.

The main reason behind the high search numbers is the opening periods of school in America which is in July, August, December and January. Students have to buy stationery to prepare for the opening season. This makes the market demand for highlighters concentrated in those months.

Here Leelinesourcing, we suggest that you start stocking in May, June, October and November when costs are low so that you would sell the goods in time for the opening season and make good profits.

2.Market Distribution

To sell the products smoothly and get the profits, you need to have a clear understanding of market demand and also find the suitable market for the products.


(The chart of areal distribution of Highlighters’ popularity of searching of the worldwide from Google)

According to this chart, the number of searches for highlighters in the UK is the highest, followed by Australia and the Philippines. The United States came fourth.


(The chart of Highlighters’ popularity of searching of the UK)


(The chart of areal distribution of Highlighters’ popularity of searching of the UK in the past five years)

The popularity of highlighter searches in the UK has been increasing annually over the past five years. The search peak is mostly in July, August, December and January. In these months, the search popularity is usually over 75 with the most popular search in Scotland.


(The chart of Highlighters’ popularity of searching of Australia)


(The chart of areal distribution of Highlighters’ popularity of searching of Australia in the past five years)

The search popularity of highlighters in Australia has fluctuated greatly in the past five years, but the overall trend is also on the rise. This is the case especially in August 2016 when the search popularity rose to more than 75. This search peak is in line with global trends. The search in Victoria was the hottest.

Overall, Leelinesourcing suggests that you consider the United Kingdom, Australia and the United States as the main sales markets for highlighters.

3.Competitive environment

For you to get a considerable sales profit, you should always pay attention to the competitive environment of a product because a benign competitive environment is one of the key factors in product sales.


(The graph of search volume of highlighters in the past 12 months in the UK from Google Adwords)


(The graph of search volume of highlighters in the past 12 months in the UK from Amazon)

According to the data provided by Google Adwords(adwords.google.com)and Keywordtool(keywordtool.io), the average search volume of highlighters in the UK in Google per month was about 30,000. Compare this with the approximate 1 million searches per month in Amazon.  The CPC of the highlighter also reached about $1.56 per click showing a relatively fierce competitive environment.

Therefore, we don’t advice people without a customer base selling this product on their websites. Amazon seems to be a better alternative if you’re starting.

About the product

1.Profit of product

The profit of product is also a key factor in deciding whether to start selling a product or not.


We randomly picked a highlighter product in Alibaba with a purchase price of $0.46.And then we found the same product sold for $11.99 ON Amazon which had a lowest price for$7.77.When we take the Amazon price of this product to do a simple math with the price of Alibaba, here is what you get as profit. 7.77-0.46=7.31 or 11.99-0.46=11.53 dollars in profit.

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We can then use the Unicorn smasherg tool to see the average monthly sales of this product which we found to be about 1447. So basically this gives us monthly returns of 1447*7.31=10577.57 or 1447*11.53=16683.91 dollars.

2.Cost of product

The cost of the product largely determines the profit of the product. Your focus in making profit should not just be in the sales but also the cost of purchase. The monthly returns of this product range from 10577 to 16683 dollars which sounds really great. However, the cost of the product is will go a little higher when you factor in other costs like transportation, storage, handling and much more.

3.Fluctuations in prices

The sale of the product is influenced by the sales price of the product.


The Keepa tool helps us analyze the historical sale prices of this product. The result shows that the price of this product has fluctuated little over the past year where the lowest price was $7.7 and the highest price was$13.99. Little fluctuations in prices mean stable profit when selling this product.

Suggested reading: Top 50 Trending Products To Sell Online


The analysis the highlighter products is from six points (Market demand, Market distribution, Competitive environment, Profit of product, Cost of product, and Fluctuations in prices) something that helps us have a better understanding of the highlighter product. The market demand of highlighters is mainly concentrated in July, August, December and January with a fierce competitive environment. Although the gross profit of the product is high, however, with a high CPC, the initial advertising cost will be large, resulting in the total cost increase and profit decrease.

Therefore, it is not recommended that people who have not been exposed to the highlighters industry to sell and operate the product. For people who already had a certain customer base in the industry to get more profits, it is recommended to locate the sales market in the UK, Australia and the US, and calculate all costs and profits before purchasing. In addition, you should also look for suppliers who can offer you lower price and higher quality. However, it is not a easy work to find such a satisfactory supplier. Don’t worry, Leelinesourcing can help you!

Leelinesourcing is a professional purchasing agent having 10 years’ experience of purchasing with professional buyers and salesmen. They can help you find satisfactory suppliers and help you negotiate with them to ensure you get the best quality product at the best price.

All you need to do is to send e-mail to [email protected]Leelinesourcing.com or chat online to tell Leelinesourcing what product you want, then our buyers will start work. Our services include but are not limited to , searching for suppliers, conducting credit verification, cross-price inspection, price negotiation, etc. What you can get is a list of 3-5 quality suppliers and free samples within 24 hours. What’s more, we also can provide you with the services of taking photos for products, labelling products, FBA transportation and brands building. Contact us  for more details.(Related content: China sourcing Q&A)

If you have any more questions about FBA, please do get in touch so we can assist you in getting the right information. Leeline sourcing company is involved in different sourcing business that will help your company’s grow, and make your international business better. No matter how big or small your orders are, we will help you source quality and affordable products, and we will ship them directly to you.

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• Product Sourcing: With over 10 years experience in this field, our team will keep your mind at peace, and you will be sure that the products are supplied through a responsible supply chain.

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We will keep updating new resoures about hot selling item in china, if you are planning to open your online shop and don’t know what kind of products to choose, welcome to subscribe our articles, we will give you some sourcing inspiration.

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Article by:

Sharline Shaw

Hey I'm Sharline, the founder of Leeline Sourcing. With 10 years of experience in the field of sourcing in China, we help 2000+ clients import from China,Alibaba,1688 to Amazon FBA or shopify. If you have any questions about sourcing , pls feel free to contact us.

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