eye cream
Skip itPrices mostly outside the sweet spot ($4.12–$13.40) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Great£945K£945K/yr · 1.6M searches
Conversion
Great7.2%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Good71%top-5 brand share — brands hold most of the demand
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£8.23avg listing price — sweet spot $15–$100
Review moat
Bad9,696avg incumbent reviews — the moat a new listing must climb
Growth
Bad-22.7%90-day search growth — must beat 0% to launch
Price range
Bad£4.12–£13.40cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eye cream is a £945K/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 71% of demand. Verdict: Skip it — 49/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eye cream market data
- Units sold / yr
- 125K–150K
- avg 5,000–6,000/product
- Revenue / yr
- £1.0M–£1.2M
- units × avg price
- Conversion rate
- 7.2%
- Avg BSR
- #11
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 82%
- Out of stock
- 4.8%
- Avg brand age
- 45 months
- Avg seller age
- 147 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
15 rising
Sellers
223
Top-5 brand share
71%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
23%
- CeraVe29%
- medicube22%
- Garnier7%
- Beauty of Joseon7%
- The INKEY List6%
- Neutrogena6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top eye cream search terms
- eye cream729K/yr
- under eye cream99K/yr
- eye cream for dark circles and puffy eyes111K/yr
- cerave eye repair cream80K/yr
- dark circles under eye remover75K/yr
- eye serum73K/yr
- eye cream anti aging64K/yr
- cerave eye cream43K/yr
- eye cream for dark circles39K/yr
- eye bags remover women46K/yr
Top eye cream 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
CeraVe Eye Repair Cream with 3 Ceramides for Dark Circles & Puffiness 14ml
CeraVe£8.324.3★45,007 rev
medicube Eye Cream with Salmon DNA PDRN & Pink Peptides | 99% Purity Retinol for Fine Lines | PDRN & Niacinamide Eye Serum for Uneven Skin Tone | Korean Skincare 1.01 fl.oz
medicube£11.464.4★4,577 rev
Garnier Vitamin C Eye Cream for Dark Circles 4% Vitamin C Niacinamide Banana Powder Caffeine Brightening Eye Treatment For Dark Circles Under Eye Bags And Puffiness 15ml
Garnier£5.484.3★2,807 rev
Beauty of Joseon Revive eye serum : Ginseng + Retinal 30ml 1fl.oz.
Beauty of Joseon£11.314.4★19,271 rev
The INKEY List Caffeine Eye Cream 15ml Improves Dark Circles Brightens Under Eye Fragrance-free Suitable For All Skin Types
The INKEY List£5.964.2★3,644 rev
Newest
by launch date
medicube Eye Cream with Deep Reviving Peptide | Eye Treatment Serum with Multi Peptides Niacinamide & Squalane | Reduces Signs of Aging and FIne Lines | Korean Skincare 1.01 fl.oz
medicube£11.441,452 rev
medicube Eye Cream with Salmon DNA PDRN & Pink Peptides | 99% Purity Retinol for Fine Lines | PDRN & Niacinamide Eye Serum for Uneven Skin Tone | Korean Skincare 1.01 fl.oz
medicube£11.464,577 rev
AXIS-Y Vegan Collagen Eye Serum with Triple Hyaluronic Acid & Peptides - K Beauty Roller for Dark Circles and Puffiness - Vegan Korean Skincare Eye Cream - 10ml/0.33 fl. oz.
AXIS-Y£11.363,597 rev
Caffeine Eye Serum with Hyaluronic Acid for Dark Circles and Puffiness Anti Aging Under Eye Cream with 360 Massage Ball to Reduce Eye Bags and Fine Lines (20ML)
PAPOIYA£8.3193 rev
Beauty of Joseon Revive eye serum : Ginseng + Retinal 30ml 1fl.oz.
Beauty of Joseon£11.3119,271 rev
Trending
90-day click momentummedicube Eye Cream with Deep Reviving Peptide | Eye Treatment Serum with Multi Peptides Niacinamide & Squalane | Reduces Signs of Aging and FIne Lines | Korean Skincare 1.01 fl.oz
medicube£11.444.5★
medicube Eye Cream with Salmon DNA PDRN & Pink Peptides | 99% Purity Retinol for Fine Lines | PDRN & Niacinamide Eye Serum for Uneven Skin Tone | Korean Skincare 1.01 fl.oz
medicube£11.464.4★
Caffeine Eye Serum with Hyaluronic Acid for Dark Circles and Puffiness Anti Aging Under Eye Cream with 360 Massage Ball to Reduce Eye Bags and Fine Lines (20ML)
PAPOIYA£8.314.5★
Beauty of Joseon Revive eye serum : Ginseng + Retinal 30ml 1fl.oz.
Beauty of Joseon£11.314.4★
The Ordinary Caffeine Solution 5% + EGCG Eye Serum Depuffing Eye Serum for Dark Circles and Tired Eyes 30ml
The Ordinary£6.694.3★
What buyers say about eye cream
What buyers praise and complain about, mined from review topics.What buyers love
“It is hydrating”
“Excellent Product”
“Good Price”
“Feels good”
“works well with sensitive skin”
“is absorbed well”
“does the job well”
“Easy to apply”
“Its very soothing, lightweight”
“Nice texture”
What buyers complain about
“Irritating”
“Not effective”
“no major changes/improve improvements”
“it doesnt give much hydration for me”
“Too expensive”
“not too impressed with quality”
“Shocked they cam sell something that can hurt the skin this badly”
“My skin is not sensitive”
“Deceptive advertisement”
“To be honest it give me more wrinkles has The weeks went on”
Top return reasons
Common questions
- Is eye cream profitable to sell on Amazon United Kingdom?
- The niche generates £945K/yr across 17 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -22.7%. Flapen's verdict: Skip it (49/100).
- How competitive is the eye cream niche?
- 15 brands and 223 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in eye cream?
- Top complaints mined from reviews: Allergies, Functionality-Overall, Symptom Reduction. The return rate is 0.1%.
- When does demand for eye cream peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the eye cream niche?
- Listings span £4.12–£13.40; the average listing price is £8.23 (sweet spot $15–$100). The average incumbent carries 9,696 reviews — the moat a new listing must climb.