Is cream eyeshadow profitable to sell on Amazon United Kingdom?

The niche generates £96K/yr across 102 tracked products. 1 of 22 products launched in the last 360 days are still selling. 90-day search growth is -7.0%. Flapen's verdict: Worth a look (57/100).

How competitive is the cream eyeshadow niche?

45 brands and 380 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 59% of demand.

What do buyers complain about in cream eyeshadow?

Top complaints mined from reviews: Color, Quality-Overall, Size-Overall. The return rate is 0.3%.

When does demand for cream eyeshadow peak?

Demand peaks in Feb–Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the cream eyeshadow niche?

Listings span £2.80–£37.82; the average listing price is £6.41 (sweet spot $15–$100). The average incumbent carries 3,530 reviews — the moat a new listing must climb.

cream eyeshadow

Worth a look

Shows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Competition

Great20%

top-5 click share — an open shelf

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Brand share

Great59%

top-5 brand share — no brand owns this niche

Price range

Good£2.80–£37.82

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

Conversion

Good4.2%

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

Review moat

Okay3,530.45

avg incumbent reviews — the moat a new listing must climb

Market size

Bad£96K

£96K/yr · 354K searches

Growth

Bad-7.0%

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

Avg price

Bad£6.41

avg listing price — sweet spot $15–$100

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, cream eyeshadow is a £96K/yr Amazon United Kingdom market (354K searches/yr). The top 5 brands hold 59% of demand. Demand peaks in Feb–Dec. Verdict: Worth a look — 57/100.

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

cream eyeshadow market data

Units sold / yr: 13K–15K; avg 100–250/product
Revenue / yr: £80K–£96K; units × avg price
Conversion rate: 4.2%
Avg BSR: #208
Page quality: 0%
Prime: 98%
Sponsored: 52%
Out of stock: 4.7%
Avg brand age: 41 months
Avg seller age: 147 days

Competition & brand share

Clicks spread well past the top 5 (20% combined) — an open shelf where new products get seen.

Brands

45 rising

Sellers

380

Top-5 brand share

59%

Top 20: 87%

Top-5 click share

20%

Top 20: 52%

Open market

38%

Rimmel19%
Max Factor18%
Revlon12%
Oulac5%
Maybelline5%
Essence Cosmetics3%

Demand & seasonality

Weekly Amazon search volume, last 67 weeks — -7.0% search growth over the last 90 days.

Peak months: Feb, Dec · busiest ÷ quietest = 2.1×

Open Trend

Top cream eyeshadow search terms

cream eyeshadow74K/yr -16.6%1.6% conv.
brown eyeshadow63K/yr -0.2%5.2% conv.
rimmel eyeshadow39K/yr +2.2%4.4% conv.
cream eyeshadow for older skin37K/yr -6.3%2.3% conv.
taupe eyeshadow20K/yr +0.5%2.1% conv.
max factor eyeshadow27K/yr -8.6%5.3% conv.
mac eyeshadow25K/yr -8.6%0.4% conv.
essence eyeshadow7K/yr +31.1%1.8% conv.
rimmel eye shadow8K/yr +3.6%3.0% conv.
avon eyeshadow10K/yr -6.4%0.9% conv.

All search terms

Top cream eyeshadow 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

Revlon Colorstay Creme Eye Shadow Longwear Blendable Matte Or Shimmer Eye Makeup With Applicator Brush In Rose Beige Praline (730)

Revlon£6.174.3★9,429 rev

Rimmel Magnifeyes Nude Edition Eyeshadow Palette 12 shade Cream

Rimmel£5.144.6★9,225 rev

Oulac£4.704.2★3,288 rev

MAX Factor 99350089535 Beauty Care Masterpiece Nude Palette Cappuchino for Adults Built for Daily Beauty and Care

Max Factor£7.054.7★1,688 rev

Max Factor Masterpiece Mono Eyeshadow Magnetic Brown 06

Max Factor£3.144.4★877 rev

Newest

by launch date

Cream Eyeshadow Palette - 8 Colors Eye Shadow Pallets for Women - Small Neutral Glitter Eyeshadow - Multi-use Shimmer Makeup Eyeshadow for Use as Colour Corrector Contour Concealer Highlighter

MEITREND£4.768 rev

8mo ago

Matte Brown Single Eyeshadow - Pressed Fine Powder Intensely Pigmented for Longwear Day & Night Looks Wet & Dry Application Suitable for All Skin Tones Mineral Oil Free (Coffee)

FresFresi£3.8887 rev

9mo ago

1pcs Brown Eyeshadow Palette Matte and Shimmer Neutral 9-Color Eye Shadow Palette with Nude Gold Eyeshadow - Multipurpose Highly Pigmented Cream Eyeshadows with Bronzer & Contour

KKwoter£3.18172 rev

1y ago

LANGMANNI 8Pcs Eyeshadow Stick Gift Set Soft Smooth Cream With Matte Earth & Metal Colors Waterproof & Long-Lasting Beauty & Personal Care Eye Shadow Stick For Daily Makeup & Special Occasions (#B)

LANGMANNI£7.94596 rev

2y ago

Rimmel WonderLast Shadow Stick 004 Soft Bubbles Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan

Rimmel£4.00854 rev

2y ago

What buyers say about cream eyeshadow

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

What buyers love

Color37%

“Good shade”

Value For Money10%

“Amazing value”

Quality-Overall10%

“Excellent quality”

Ease Of Application6%

“Smooth to apply”

Ease Of Use5%

“blends in so easy”

Eyelash Quality5%

“The darker shade is perfect for socket shading or to use as a softer eyeliner along the lashes”

Durability4%

“Stays on all day”

Soft Feel4%

“goes on so smoothly”

Brightness/Shine/Glow3%

“Very shiny”

Texture/Consistency-Overall3%

“Beautiful texture”

What buyers complain about

Color22%

“Too dark”

Quality-Overall7%

“Rubbish”

Size-Overall6%

“The glitter is too large”

Durability5%

“breaks quite easily”

Brightness/Shine/Glow5%

“Too shiny for me”

Value For Money4%

“then it doesnt have the price tag”

Moist/Dry4%

“Went dry very quick not good at all only used it once horrid dont buy”

Allergies3%

“Sensitive eyes”

Ease Of Application3%

“the others just don't transfer well from the brush/applicator”

Advertised Vs Actual Product3%

“Not the brand as advertised”

Top return reasons

Color50%

Defective Material/Parts11%

Quality-Overall6%

Advertised Vs Actual Product4%

Product Condition4%

Size-Overall3%

Ease Of Use2%

Functionality-Overall2%

Ease Of Cleaning2%

Value For Money2%

Common questions

Is cream eyeshadow profitable to sell on Amazon United Kingdom?: The niche generates £96K/yr across 102 tracked products. 1 of 22 products launched in the last 360 days are still selling. 90-day search growth is -7.0%. Flapen's verdict: Worth a look (57/100).
How competitive is the cream eyeshadow niche?: 45 brands and 380 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 59% of demand.
What do buyers complain about in cream eyeshadow?: Top complaints mined from reviews: Color, Quality-Overall, Size-Overall. The return rate is 0.3%.
When does demand for cream eyeshadow peak?: Demand peaks in Feb–Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the cream eyeshadow niche?: Listings span £2.80–£37.82; the average listing price is £6.41 (sweet spot $15–$100). The average incumbent carries 3,530 reviews — the moat a new listing must climb.