---
title: "Eyeliner — €326K/yr Amazon DE Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/de/kosmetik/eyeliner"
last_updated: "2026-08-09T22:32:23.028Z"
locale: en
meta:
description: "Niche score 51/100 · €326K/yr market · 740K searches/yr. Prices mostly outside the sweet spot ($1.29–$15.89) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · €326K/yr market · 740K searches/yr. Prices mostly outside the sweet spot ($1.29–$15.89) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Eyeliner — €326K/yr Amazon DE Niche (2026) - Flapen"
---
# **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.
Market size 52Growth 18Conversion 81Competition 71Returns 100Price range 6Avg price 15Brand share 39Review moat 19Quality gap 63
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.4%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****€326K**
€326K/yr · 740K searches
**Brand share**
**Okay****82%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****15,206.19**
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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KPrime Day '24Spike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/de/kosmetik/eyeliner/trend)
## **Top eyeliner search terms**
- **eyeliner**248K/yr-23.5%5.1% conv. - **kajal wasserfest**61K/yr+69.4%5.0% conv. - **eyeliner wasserfest**86K/yr+4.6%6.3% conv. - **kajal**64K/yr-13.5%4.1% conv. - **nyx eyeliner**31K/yr+15.3%7.9% conv. - **kajalstift schwarz**56K/yr-54.2%10.7% conv. - **artdeco eyeliner**31K/yr-5.1%2.2% conv. - **kajalstift**19K/yr-16.3%2.3% conv. - **essence eyeliner**17K/yr-23.2%5.5% conv. - **gel eyeliner**16K/yr-21.5%1.1% conv. [**All search terms **](https://flapen.com/research/de/kosmetik/eyeliner/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.
0%4%€13K8%€26K12%€39K16%€52K1001K10K100K1.0M 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**NYX Professional Makeup Epic Ink Eyeliner Hochpigmentierter Filzstift Wasserfest langanhaltender Kajal Vegane Formel Einfache Anwendung mit flexiblem Pinsel Shade: 01 Black**NYX PROFESSIONAL MAKEUP**€6.03**4.5★101,856 rev](https://www.amazon.de/dp/B074Y8LM6T) [2**Manhattan Endless Stay Waterproof Gel Eyeliner Schwarzer Gel Eyeliner mit herausdrehbarer Mine ohne Anspitzen Farbe Blackest Black 006 2 6g (1er Pack)**Manhattan**€2.05**4.4★9,600 rev](https://www.amazon.de/dp/B01N5TO559) [3**ARTDECO Soft Eyeliner Waterproof - Cremiger Kajalstift wasserfest langanhaltender Eye Liner mit hoher Deckkraft - 1 x 1 2 g**Artdeco**€4.73**4.4★3,566 rev](https://www.amazon.de/dp/B003HL9SVG) [4**Manhatta WonderInk Eyeliner Liquid Black 001 (1 ML)**Manhattan**€4.60**4.5★106 rev](https://www.amazon.de/dp/B0DKF9C8LD) [5**essence LONG-LASTING eye pencil 34 sparkling black Drehbarer Kajalstift mit intensiver Farbagabe Vegane Kosmetik Wasserfest Langanhaltend & ohne Parfum**Essence Cosmetics**€1.30**4.5★13,311 rev](https://www.amazon.de/dp/B09HHBSR5H)
**~~View all top sellers →~~**
### **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**€7.66**962 rev1y ago](https://www.amazon.de/dp/B0FV54WM6S) [**Manhatta WonderInk Eyeliner Liquid Black 001 (1 ML)**Manhattan**€4.60**106 rev1y ago](https://www.amazon.de/dp/B0DKF9C8LD) [**Sandstone Scandinavia Hypoallergener Eyeliner Wasserfester Kajalstift für empfindliche Augen Parfümfrei vegan und langanhaltend Schwarz**Sandstone Scandinavia**€9.30**2,309 rev1y ago](https://www.amazon.de/dp/B0DJVVVMCS) [**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**€7.12**101,868 rev1y ago](https://www.amazon.de/dp/B0D19QGKQ4) [**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**€6.77**594 rev2y ago](https://www.amazon.de/dp/B08LNGBT69)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**essence LONG-LASTING eye pencil 01 Black Fever Drehbarer Kajalstift mit intensiver Farbagabe Vegane Kosmetik Wasserfest Langanhaltend & ohne Parfum**Essence Cosmetics**€1.29**4.5★**▲ 137%**](https://www.amazon.de/dp/B0038E8OOO) [**Wet n Wild Mega Last Breakup Proof Liquid Eyeliner Schwarzer Eyeliner-Stift Wasserfest Schnelltrocknend Wischfest 16h Tragezeit Ultra Black**Wet n Wild**€5.04**4.4★**▲ 121%**](https://www.amazon.de/dp/B082YQ8TXR) [**NYX Professional Makeup Epic Ink Eyeliner Doppelpack Hochpigmentierter Filzstift Wasserfest langanhaltender Kajal Vegane Formel Einfache Anwendung mit flexiblem Pinsel Shade: 01 Black**NYX PROFESSIONAL MAKEUP**€12.25**4.5★**▲ 110%**](https://www.amazon.de/dp/B07VB2KH24) [**Manhattan Endless Stay Waterproof Gel Eyeliner Brauner r mit herausdrehbarer Mine ohne Anspitzen Farbe Rich Brown 001 1 x 2 6g**Manhattan**€2.12**4.4★**▲ 107%**](https://www.amazon.de/dp/B01MTDEU26) [**NYX Professional Makeup Wasserfester Cream Gel-Eyeliner Bis zu 24 Stunden Halt Epic Inky Stix Farbe: Black Screen!**NYX PROFESSIONAL MAKEUP**€7.66**4.2★**▲ 83%**](https://www.amazon.de/dp/B0FV54WM6S)
**~~View all trending →~~**
## **What buyers say about eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Lidstrichqualität**14%
*“Bester Eyeliner ever”*
**Qualität insgesamt**12%
*“Super Produkt”*
**Haltbarkeit**10%
*“Noch nie einen haltbareren Eyeliner gehabt”*
**Farbe**9%
*“auch das sparkling black sehr schön.”*
**Einfache Anwendung**9%
*“Zudem hat er eine kleine, feine Applikatorspitze und lässt sich so auch sehr fein m/dünn auftragen”*
**Preis-Leistungs-Verhältnis**6%
*“Preis ist auch ok”*
**Wasserbeständigkeit**6%
*“Der Eyeliner ist wie beschrieben (wasserfest, wischfest)”*
**beworben Vs Tatsächliches Produkt**5%
*“Tut was er soll”*
**Wischfestigkeit**5%
*“Bester Eyeliner, langanhaltend, verschmiert nicht”*
**Weiches Gefühl**3%
*“Und soft und leicht aufzutragen”*
### **What buyers complain about **
**Haltbarkeit**12%
*“Keine gute Haltbarkeit”*
**Wasserbeständigkeit**11%
*“Hat schlecht gehalten und war nicht waterproof”*
**Lidstrichqualität**10%
*“der eyeliner is nicht perfekt”*
**Wischfestigkeit**9%
*“Verschmiert”*
**Preis-Leistungs-Verhältnis**9%
*“Dafür eindeutig zu teuer”*
**Qualität insgesamt**7%
*“Gibt da wohl kein Qualitätmanagement”*
**Farbe**6%
*“kaum Farbe herauskommt.”*
**beworben Vs Tatsächliches Produkt**4%
*“Verbrauchertäuschung”*
**Feucht/Trocken**3%
*“Leider zu trocken, bringt einfach nichts”*
**Steifheit**2%
*“Super Stifft”*
### **Top return reasons **
**Farbe**22%
**Wischfestigkeit**14%
**Funktionalität insgesamt**12%
**beworben Vs Tatsächliches Produkt**10%
**Haltbarkeit**5%
**Dicke**3%
**Produktzustand**3%
**Hartes Gefühl**3%
**Defekt Material/Teile**3%
**Lackqualität**3%
## **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.
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