Is benefit eyebrow pencil profitable to sell on Amazon United Kingdom?

The niche generates £54K/yr across 43 tracked products. 0 of 11 products launched in the last 360 days are still selling. 90-day search growth is -11.5%. Flapen's verdict: Skip it (39/100).

How competitive is the benefit eyebrow pencil niche?

3 brands and 92 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in benefit eyebrow pencil?

Top complaints mined from reviews: Color, Size-Overall, Moist/Dry. The return rate is 0.5%.

When does demand for benefit eyebrow pencil peak?

Demand peaks in Nov–Dec; the busiest month runs 3.6× the quietest.

What does it cost to enter the benefit eyebrow pencil niche?

Listings span £4.66–£31.82; the average listing price is £11.70 (sweet spot $15–$100). The average incumbent carries 3,369 reviews — the moat a new listing must climb.

benefit eyebrow pencil

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Competition

Good42%

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

Price range

Good£4.66–£31.82

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Avg price

Okay£11.70

avg listing price — sweet spot $15–$100

Review moat

Okay3,369.21

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-11.5%

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

Conversion

Bad1.3%

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

Market size

Bad£54K

£54K/yr · 353K searches

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, benefit eyebrow pencil is a £54K/yr Amazon United Kingdom market (353K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 39/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

benefit eyebrow pencil market data

Units sold / yr: 5K–6K; avg 0–100/product
Revenue / yr: £59K–£70K; units × avg price
Conversion rate: 1.3%
Avg BSR: #147
Page quality: 0%
Prime: 100%
Sponsored: 58%
Out of stock: 9.3%
Avg brand age: 40 months
Avg seller age: 146 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

42%

Top 20: 80%

Open market

Kiko Milano78%
Benefit21%
e.l.f.1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 94 weeks — -11.5% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.6×

Open Trend

Top benefit eyebrow pencil search terms

benefit111K/yr -20.0%0.5% conv.
kiko lipstick79K/yr -2.6%1.3% conv.
kiko milano lipstick34K/yr +21.9%0.8% conv.
kiko set12K/yr -9.1%1.6% conv.
kiko milano set9K/yr +3.0%1.4% conv.
benefit makeup18K/yr -23.3%0.9% conv.
kiko gift set11K/yr -10.3%1.8% conv.
benefit gift set24K/yr -50.6%1.2% conv.
kiko milano gift set11K/yr -32.8%2.0% conv.
benefit set7K/yr -10.6%1.4% conv.

All search terms

Top benefit eyebrow pencil 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

KIKO Milano Smart Fusion Lipstick 405 Rich And Nourishing Lipstick With A Bright Finish

Kiko Milano£5.224.4★13,126 rev

KIKO Milano Unlimited Stylo 03 | Long-Lasting 10-Hour Hold Creamy Lipstick

Kiko Milano£8.384.2★3,499 rev

Benefit Most Wonderful minis - Complete beauty kit for brows face lips & lashes (Worth 65) neutral-rose blush rose-tinted lip & cheek stain

Benefit£31.824.4★41 rev

KIKO Milano Coloured Balm 06 | Coloured Moisturizing Lip Balm With A Pleasant Fruity Aroma

Kiko Milano£5.344.5★5,714 rev

KIKO Milano Unlimited Double Touch 120 Liquid Lipstick With A Bright Finish In A Two-Step Application. Lasts Up To 12 Hours. No-Transfer Base Colour

Kiko Milano£9.964.4★11,986 rev

Newest

by launch date

KIKO Milano Threads Of Time Lip To Cheek Make Up Kit Gift Set Makeup: 2In1 Lipstick And Gloss Liquid Blush And Powder Blush

Kiko Milano£22.6455 rev

5mo ago

KIKO Milano Threads Of Time Beauty Icons Make Up Kit Gift Set Makeup: Mascara Stick Blush And 2In1 Lipstick And Gloss

Kiko Milano£21.889 rev

5mo ago

KIKO Milano 3D Hydra Lip Stylo 05 - Hydrating Lipstick with Radiant Glossy Finish Creamy Lip Stick with Long Lasting Comfort Moisturising Lipsticks by KIKO Milano Makeup

Kiko Milano£8.88488 rev

10mo ago

KIKO Milano 3D Hydra Lip Stylo 14 - Hydrating Lipstick with Radiant Glossy Finish Creamy Lip Stick with Long Lasting Comfort Moisturising Lipsticks by KIKO Milano Makeup

Kiko Milano£9.67488 rev

10mo ago

KIKO Milano Jelly Stylo 509 Wet Look Finish Glossy Lipstick

Kiko Milano£7.45833 rev

1y ago

What buyers say about benefit eyebrow pencil

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

What buyers love

Color29%

“The shade gives a very natural”

Quality-Overall18%

“Nice quality and applies easy”

Value For Money8%

“not too shabby for the price”

Soft Feel5%

“Smooth”

Durability5%

“I remember these being more durable”

Moist/Dry5%

“a good moisturiser”

Ease Of Application3%

“Smooth to apply and looks great”

Advertised Vs Actual Product3%

“As described”

Texture/Consistency-Overall2%

“Really beautiful and creamy consistency, much better than expected for this price”

Ease Of Use2%

“such comfortable lipstick”

What buyers complain about

Color14%

“It is not that dark”

Size-Overall13%

“Tiny”

Moist/Dry9%

“To dry”

Advertised Vs Actual Product6%

“It's misleading”

Durability6%

“Does not last long”

Product Condition5%

“Works. Used previously, good stuff”

Quality-Overall3%

“B. Lipstick quality is not good”

Stain Resistance2%

“Not brilliant leaves a nice lip stain”

Value For Money2%

“Much cheaper elsewhere”

Adhesion/Stickiness2%

“It stays quite sticky and transfers easily, which makes it a bit uncomfortable to wear throughout the day”

Top return reasons

Color33%

Size-Overall18%

Advertised Vs Actual Product10%

Defective Material/Parts6%

Product Condition6%

Value For Money5%

Quality-Overall4%

Functionality-Overall3%

Adhesion/Stickiness3%

Leak-Proof2%

Common questions

Is benefit eyebrow pencil profitable to sell on Amazon United Kingdom?: The niche generates £54K/yr across 43 tracked products. 0 of 11 products launched in the last 360 days are still selling. 90-day search growth is -11.5%. Flapen's verdict: Skip it (39/100).
How competitive is the benefit eyebrow pencil niche?: 3 brands and 92 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in benefit eyebrow pencil?: Top complaints mined from reviews: Color, Size-Overall, Moist/Dry. The return rate is 0.5%.
When does demand for benefit eyebrow pencil peak?: Demand peaks in Nov–Dec; the busiest month runs 3.6× the quietest.
What does it cost to enter the benefit eyebrow pencil niche?: Listings span £4.66–£31.82; the average listing price is £11.70 (sweet spot $15–$100). The average incumbent carries 3,369 reviews — the moat a new listing must climb.