Is eyeliner profitable to sell on Amazon Germany?

The niche generates €326K/yr across 42 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.4%. Flapen's verdict: Worth a look (51/100).

How competitive is the eyeliner niche?

15 brands and 109 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 82% of demand.

What do buyers complain about in eyeliner?

Top complaints mined from reviews: Haltbarkeit, Wasserbeständigkeit, Lidstrichqualität. The return rate is 0.1%.

When does demand for eyeliner peak?

Demand peaks in Feb; the busiest month runs 1.7× the quietest.

What does it cost to enter the eyeliner niche?

Listings span €1.29–€15.89; the average listing price is €5.24 (sweet spot $15–$100). The average incumbent carries 15,206 reviews — the moat a new listing must climb.

eyeliner

Worth a look

Shows low returns (0.1%), but prices mostly outside the sweet spot ($1.29–$15.89) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great8.4%

search→purchase rate — share of searches ending in a sale

Competition

Good43%

top-5 click share — leaders hold, buyers still browse

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Good€326K

€326K/yr · 740K searches

Brand share

Okay82%

top-5 brand share — brands hold most of the demand

Review moat

Bad15,206.19

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-14.4%

90-day search growth — must beat 0% to launch

Avg price

Bad€5.24

avg listing price — sweet spot $15–$100

Price range

Bad€1.29–€15.89

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon Germany niche tracking, eyeliner is a €326K/yr Amazon Germany market (740K searches/yr). The top 5 brands hold 82% of demand. Demand peaks in Feb. Verdict: Worth a look — 51/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

eyeliner market data

Units sold / yr: 60K–80K; avg 1,250–1,500/product
Revenue / yr: €314K–€419K; units × avg price
Conversion rate: 8.4%
Avg BSR: #25
Page quality: 0%
Prime: 95%
Sponsored: 74%
Out of stock: 0.0%
Avg brand age: 56 months
Avg seller age: 167 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 rising

Sellers

109

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

43%

Top 20: 78%

Open market

14%

Manhattan31%
NYX PROFESSIONAL MAKEUP23%
Essence Cosmetics13%
Artdeco10%
L'Oreal Paris4%
Max Factor4%
Open — no brand owns it (9 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -14.4% search growth over the last 90 days.

Peak months: Feb · busiest ÷ quietest = 1.7×

Open Trend

Top eyeliner search terms

eyeliner248K/yr -23.5%5.1% conv.
kajal wasserfest61K/yr +69.4%5.0% conv.
eyeliner wasserfest86K/yr +4.6%6.3% conv.
kajal64K/yr -13.5%4.1% conv.
nyx eyeliner31K/yr +15.3%7.9% conv.
kajalstift schwarz56K/yr -54.2%10.7% conv.
artdeco eyeliner31K/yr -5.1%2.2% conv.
kajalstift19K/yr -16.3%2.3% conv.
essence eyeliner17K/yr -23.2%5.5% conv.
gel eyeliner16K/yr -21.5%1.1% conv.

All search terms

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.

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

NYX Professional Makeup Epic Ink Eyeliner Hochpigmentierter Filzstift Wasserfest langanhaltender Kajal Vegane Formel Einfache Anwendung mit flexiblem Pinsel Shade: 01 Black

NYX PROFESSIONAL MAKEUP€6.034.5★101,856 rev

Manhattan Endless Stay Waterproof Gel Eyeliner Schwarzer Gel Eyeliner mit herausdrehbarer Mine ohne Anspitzen Farbe Blackest Black 006 2 6g (1er Pack)

Manhattan€2.054.4★9,600 rev

ARTDECO Soft Eyeliner Waterproof - Cremiger Kajalstift wasserfest langanhaltender Eye Liner mit hoher Deckkraft - 1 x 1 2 g

Artdeco€4.734.4★3,566 rev

Manhatta WonderInk Eyeliner Liquid Black 001 (1 ML)

Manhattan€4.604.5★106 rev

essence LONG-LASTING eye pencil 34 sparkling black Drehbarer Kajalstift mit intensiver Farbagabe Vegane Kosmetik Wasserfest Langanhaltend & ohne Parfum

Essence Cosmetics€1.304.5★13,311 rev

Newest

by launch date

NYX Professional Makeup Wasserfester Cream Gel-Eyeliner Bis zu 24 Stunden Halt Epic Inky Stix Farbe: Black Screen!

NYX PROFESSIONAL MAKEUP€7.66962 rev

1y ago

Manhatta WonderInk Eyeliner Liquid Black 001 (1 ML)

Manhattan€4.60106 rev

1y ago

Sandstone Scandinavia Hypoallergener Eyeliner Wasserfester Kajalstift für empfindliche Augen Parfümfrei vegan und langanhaltend Schwarz

Sandstone Scandinavia€9.302,309 rev

1y ago

NYX Professional Makeup Epic Ink Eyeliner Hochpigmentierter Filzstift Wasserfest langanhaltender Kajal Vegane Formel Einfache Anwendung mit flexiblem Pinsel Shade: 03 Dark Chocolate

NYX PROFESSIONAL MAKEUP€7.12101,868 rev

1y ago

M. Asam MAGIC FINISH Eye Designer Black (0 28g) Wasserfester Kajalstift Mit Drehmine Präziser Eye Liner Für Ausdrucksstarke Augen & Langanhaltendes Eye Make-up

M. Asam€6.77594 rev

2y ago

What buyers say about eyeliner

What buyers praise and complain about, mined from review topics.

What buyers love

Lidstrichqualität14%

“Bester Eyeliner ever”

Qualität insgesamt12%

“Super Produkt”

Haltbarkeit10%

“Noch nie einen haltbareren Eyeliner gehabt”

Farbe9%

“auch das sparkling black sehr schön.”

Einfache Anwendung9%

“Zudem hat er eine kleine, feine Applikatorspitze und lässt sich so auch sehr fein m/dünn auftragen”

Preis-Leistungs-Verhältnis6%

“Preis ist auch ok”

Wasserbeständigkeit6%

“Der Eyeliner ist wie beschrieben (wasserfest, wischfest)”

beworben Vs Tatsächliches Produkt5%

“Tut was er soll”

Wischfestigkeit5%

“Bester Eyeliner, langanhaltend, verschmiert nicht”

Weiches Gefühl3%

“Und soft und leicht aufzutragen”

What buyers complain about

Haltbarkeit12%

“Keine gute Haltbarkeit”

Wasserbeständigkeit11%

“Hat schlecht gehalten und war nicht waterproof”

Lidstrichqualität10%

“der eyeliner is nicht perfekt”

Wischfestigkeit9%

“Verschmiert”

Preis-Leistungs-Verhältnis9%

“Dafür eindeutig zu teuer”

Qualität insgesamt7%

“Gibt da wohl kein Qualitätmanagement”

Farbe6%

“kaum Farbe herauskommt.”

beworben Vs Tatsächliches Produkt4%

“Verbrauchertäuschung”

Feucht/Trocken3%

“Leider zu trocken, bringt einfach nichts”

Steifheit2%

“Super Stifft”

Top return reasons

Farbe22%

Wischfestigkeit14%

Funktionalität insgesamt12%

beworben Vs Tatsächliches Produkt10%

Haltbarkeit5%

Dicke3%

Produktzustand3%

Hartes Gefühl3%

Defekt Material/Teile3%

Lackqualität3%

Common questions

Is eyeliner profitable to sell on Amazon Germany?: The niche generates €326K/yr across 42 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.4%. Flapen's verdict: Worth a look (51/100).
How competitive is the eyeliner niche?: 15 brands and 109 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 82% of demand.
What do buyers complain about in eyeliner?: Top complaints mined from reviews: Haltbarkeit, Wasserbeständigkeit, Lidstrichqualität. The return rate is 0.1%.
When does demand for eyeliner peak?: Demand peaks in Feb; the busiest month runs 1.7× the quietest.
What does it cost to enter the eyeliner niche?: Listings span €1.29–€15.89; the average listing price is €5.24 (sweet spot $15–$100). The average incumbent carries 15,206 reviews — the moat a new listing must climb.

eyeliner

eyeliner market data

Competition & brand share

Demand & seasonality

Top eyeliner search terms

Top eyeliner products on Amazon

Top sellers

Newest

Trending

What buyers say about eyeliner

What buyers love

What buyers complain about

Top return reasons

Common questions

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