eyeliner
Worth a lookShows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Avg price
Great$20.07avg listing price — sweet spot $15–$100
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Price range
Great$4.24–$47.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.5%search→purchase rate — share of searches ending in a sale
Growth
Good+23.2%90-day search growth — must beat 0% to launch
Market size
Good$302K$302K/yr · 335K searches
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Review moat
Bad13,728.93avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Arab Emirates niche tracking, eyeliner is a $302K/yr Amazon United Arab Emirates market (335K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Nov. Verdict: Worth a look — 59/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
eyeliner market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- $301K–$401K
- units × avg price
- Conversion rate
- 4.5%
- Avg BSR
- #187
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 72%
- Out of stock
- 0.0%
- Avg brand age
- 56 months
- Avg seller age
- 75 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
100
Top-5 brand share
89%
Top 20: 100%
Top-5 click share
51%
Top 20: 92%
Open market
7%
- MAYBELLINE39%
- Essence Cosmetics23%
- NYX PROFESSIONAL MAKEUP14%
- Rimmel7%
- Wet n Wild5%
- Catrice Cosmetics5%
- Open — no brand owns it (5 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +23.2% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.8×
Top eyeliner search terms
- eyeliner146K/yr
- eye liner35K/yr
- maybelline eyeliner28K/yr
- eyeliner waterproof25K/yr
- nyx eyeliner17K/yr
- eye liner waterproof11K/yr
- liquid eyeliner11K/yr
- كحل9K/yr
- maybelline kajal6K/yr
- waterproof eyeliner7K/yr
Top eyeliner 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
Maybelline New York Liquid Eyeliner Brush Tip Long-Lasting and Waterproof Matte Finish Hyper Easy Liner Black
MAYBELLINE$17.914.2★4,383 rev
NYX PROFESSIONAL MAKEUP Epic Ink Liquid Eyeliner Long-Lasting Waterproof 01 Black
NYX PROFESSIONAL MAKEUP$22.974.2★107,729 rev
Maybelline New York Colossal Eyeliner with Argan Oil Matte Black Pencil
MAYBELLINE$8.924.2★4,081 rev
essence eyeliner pen extra long-lasting 010
Essence Cosmetics$10.314.3★517 rev
essence dip eyeliner waterproof 24h long-lasting 01
Essence Cosmetics$11.194.4★1,290 rev
Newest
by launch date
NYX Professional Makeup Epic Ink Liner Waterproof Liquid Eyeliner - Dark Chocolate Vegan Formula Intense Pigment
NYX PROFESSIONAL MAKEUP$33.282,252 rev
TONYMOLY Back Gel Eyeliner Z2 Brwon Smudge-Proof & Waterproof Eyeliner K-beauty 4g
TONYMOLY$47.0010 rev
essence eyeliner pen extra long-lasting 010
Essence Cosmetics$10.31517 rev
essence dip eyeliner waterproof 24h long-lasting 01
Essence Cosmetics$11.191,290 rev
LAKMÉ Eyeconic Liquid Eyeliner 4.5 ml Black
LAKMÉ$19.2511,223 rev
Trending
90-day click momentumTONYMOLY Back Gel Eyeliner Z2 Brwon Smudge-Proof & Waterproof Eyeliner K-beauty 4g
TONYMOLY$47.004.5★
Rimmel London Wonderink Ultimate Liner 1 ml (0.03 FL OZ)
Rimmel$28.864.2★
FACESCANADA Faces Magneteyes Eyeliner Black 01 3.5ml Multi
FACESCANADA$21.004.1★
essence eyeliner pen extra long-lasting 010
Essence Cosmetics$10.314.3★
essence dip eyeliner waterproof 24h long-lasting 01
Essence Cosmetics$11.194.4★
What buyers say about eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Good Quality”
“It's really nice and water proof”
“Worth the price”
“Easy to use”
“Pigment is very good”
“Good and lasts fairly”
“Best eyeliner”
“Doesnt smudge”
“Very thicker”
“my eyes look fantastic”
What buyers complain about
“Very dry”
“Low quality”
“Not water proof”
“it smudges”
“Its not dark”
“old item and used product”
“so difficult to get it out”
“Watery, unusable”
“It give me residue in my eyelid”
“doesnt last”
Top return reasons
Common questions
- Is eyeliner profitable to sell on Amazon United Arab Emirates?
- The niche generates $302K/yr across 29 tracked products. 90-day search growth is +23.2%. Flapen's verdict: Worth a look (59/100).
- How competitive is the eyeliner niche?
- 11 brands and 100 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in eyeliner?
- Top complaints mined from reviews: رطب/جاف, الجودة الشاملة, مقاومة الماء. The return rate is 0.8%.
- When does demand for eyeliner peak?
- Demand peaks in Nov; the busiest month runs 1.8× the quietest.
- What does it cost to enter the eyeliner niche?
- Listings span $4.24–$47.00; the average listing price is $20.07 (sweet spot $15–$100). The average incumbent carries 13,729 reviews — the moat a new listing must climb.