---
title: "Eye Makeup Remover Pads — £314K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/eye-makeup-remover-pads"
last_updated: "2026-08-09T22:20:01.952Z"
locale: en
meta:
description: "Niche score 38/100 · £314K/yr market · 494K searches/yr · £3.38 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · £314K/yr market · 494K searches/yr · £3.38 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Eye Makeup Remover Pads — £314K/yr Amazon UK Niche (2026) - Flapen"
---
# **eye makeup remover pads**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 52Growth 19Conversion 99Competition 6Returns 100Price range 0Avg price 9Brand share 0Review moat 44Quality gap 35
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****18.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£314K**
£314K/yr · 494K searches
**Review moat**
**Okay****2,124.29**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-12.2%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£3.38**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****93%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.66–£7.41**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eye makeup remover pads is a £314K/yr Amazon United Kingdom market (494K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 38/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **eye makeup remover pads market data**
- **Units sold / yr**
- **100K–125K**
- avg 12,500–15,000/product
- **Revenue / yr**
- **£338K–£423K**
- units × avg price
- **Conversion rate**
- **18.8%**
- **Avg BSR**
- **#51**
- **Page quality**
- **0%**
- **Prime**
- **86%**
- **Sponsored**
- **57%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **64 months**
- **Avg seller age**
- **150 days**
## **Competition & brand share**
The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**4 **—flat
**Sellers**
**70**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**93%**
Top 20: 100%
**Open market**
**0%**
- NIVEA81% - Simple9% - Garnier6% - L'Oreal Paris4% - Open — no brand owns it (0%)
## **Demand**
Weekly Amazon search volume, last 20 weeks — -12.2% search growth over the last 90 days.
8K6KPrime Day '26Mar '26Mar '26Apr '26May '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/beauty/eye-makeup-remover-pads/trend)
## **Top eye makeup remover pads search terms**
- **eye makeup remover**166K/yr-15.5%13.3% conv. - **eye make up remover**49K/yr-9.3%13.3% conv. - **nivea eye makeup remover**54K/yr-21.1%25.3% conv. - **simple eye makeup remover**37K/yr-1.4%8.4% conv. - **eye makeup remover pads**35K/yr-3.8%1.5% conv. - **nivea makeup remover**19K/yr+3.4%14.1% conv. - **waterproof makeup remover**20K/yr-8.7%12.0% conv. - **waterproof mascara remover**18K/yr-3.6%14.9% conv. - **waterproof eye makeup remover**16K/yr-19.3%14.1% conv. - **eye make up remover pads**12K/yr-0.2%2.2% conv. [**All search terms **](https://flapen.com/research/uk/beauty/eye-makeup-remover-pads/search-terms)
## **Top eye makeup remover pads 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%20%£63K40%£125K60%£188K80%£251K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 7 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**NIVEA Double Effect Waterproof Eye Make-Up Remover (125ml) Daily Use Face Cleanser for Make-Up and Mascara with Cornflower Extract and Biotin**NIVEA**£1.66**4.6★7,258 rev](https://www.amazon.co.uk/dp/B09P1Z8TKZ) [2**NIVEA Waterproof Eye Make Up Remover Radiance (125ml) Effectively Removes Waterproof Mascara and Eye Makeup Face Cleanser Enriched with Vitamin C to Energise and Brighten**NIVEA**£1.95**4.6★709 rev](https://www.amazon.co.uk/dp/B09P1W8W4N) [3**Garnier Skin Active 2 in1 Eye Make Up Remover Suitable For Waterproof Makeup Gentle On Eyes and Eyelashes Use With Reusable Micellar Eco Pads 125 ml**Garnier**£2.44**4.5★3,777 rev](https://www.amazon.co.uk/dp/B00H8O1ZGY) [4**3 Pack of 125ml Simple Kind to Skin Eye Make-Up Remover For Sensitive Skin**Simple**£7.41**4.8★53 rev](https://www.amazon.co.uk/dp/B07R6SP33N) [5**Simple Kind To Eyes Eye Make Up Remover 125 ml**Simple**£3.35**4.4★757 rev](https://www.amazon.co.uk/dp/B000LQW0RY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**NIVEA Regenerating Serum Infused Micellar Water (400ml) Micellar Cleansing Water with Amino Acid 5% Panthenol and Squalane Gentle Waterproof Makeup Remover**NIVEA**£3.21**420 rev2y ago](https://www.amazon.co.uk/dp/B0D2LFWH3S) [**NIVEA Double Effect Waterproof Eye Make-Up Remover (125ml) Daily Use Face Cleanser for Make-Up and Mascara with Cornflower Extract and Biotin**NIVEA**£1.66**7,258 rev4y ago](https://www.amazon.co.uk/dp/B09P1Z8TKZ) [**NIVEA Waterproof Eye Make Up Remover Radiance (125ml) Effectively Removes Waterproof Mascara and Eye Makeup Face Cleanser Enriched with Vitamin C to Energise and Brighten**NIVEA**£1.95**709 rev4y ago](https://www.amazon.co.uk/dp/B09P1W8W4N) [**3 Pack of 125ml Simple Kind to Skin Eye Make-Up Remover For Sensitive Skin**Simple**£7.41**53 rev5y ago](https://www.amazon.co.uk/dp/B07R6SP33N) [**LOréal Paris Gentle Eye Makeup Remover Enriched with Pro-Vitamin Refreshing Non-Irritating Formula Suitable for All Skin Types Sensitive Eyes and Contact Lens Wearers 125ml**L'Oreal Paris**£3.62**1,896 rev10y ago](https://www.amazon.co.uk/dp/B000T1VUWM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**3 Pack of 125ml Simple Kind to Skin Eye Make-Up Remover For Sensitive Skin**Simple**£7.41**4.8★**▲ 44%**](https://www.amazon.co.uk/dp/B07R6SP33N) [**Simple Kind To Eyes Eye Make Up Remover 125 ml**Simple**£3.35**4.4★**▲ 43%**](https://www.amazon.co.uk/dp/B000LQW0RY) [**NIVEA Regenerating Serum Infused Micellar Water (400ml) Micellar Cleansing Water with Amino Acid 5% Panthenol and Squalane Gentle Waterproof Makeup Remover**NIVEA**£3.21**4.5★**▲ 40%**](https://www.amazon.co.uk/dp/B0D2LFWH3S) [**NIVEA Double Effect Waterproof Eye Make-Up Remover (125ml) Daily Use Face Cleanser for Make-Up and Mascara with Cornflower Extract and Biotin**NIVEA**£1.66**4.6★**— 4%**](https://www.amazon.co.uk/dp/B09P1Z8TKZ) [**NIVEA Waterproof Eye Make Up Remover Radiance (125ml) Effectively Removes Waterproof Mascara and Eye Makeup Face Cleanser Enriched with Vitamin C to Energise and Brighten**NIVEA**£1.95**4.6★**▼ 15%**](https://www.amazon.co.uk/dp/B09P1W8W4N)
**~~View all trending →~~**
## **What buyers say about eye makeup remover pads**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**19%
*“Great product with an affordable price”*
**Quality-Overall**12%
*“Excellent product used before”*
**Soft Feel**10%
*“Gentle”*
**Water Resistance**6%
*“removes very good waterproof makeup”*
**Ease Of Cleaning**6%
*“It wipes away waterproof make up so easily”*
**Eyelash Quality**5%
*“One of the best eye makeup remover”*
**Allergies**5%
*“I've had zero irritation”*
**Ease Of Use**4%
*“Easy to use”*
**Durability**4%
*“last for ages”*
**Efficiency**4%
*“it never fails to do the job”*
### **What buyers complain about **
**Allergies**10%
*“I have lots of allergies”*
**Water Resistance**9%
*“Not for waterproof mascara”*
**Comfort-Overall**7%
*“unfortunately when I use it, it makes my eyes blurry and uncomfortable”*
**Quality-Overall**7%
*“Quality issues with some bottles”*
**Oily/Greasy**7%
*“a little greasy”*
**Functionality-Overall**5%
*“doesn't remove my eye makeup properly”*
**Size-Overall**5%
*“cam ei bit smaller than expected”*
**Sensitivity-Overall**5%
*“I have sensitive eyes”*
**Hard Feel**3%
*“tough on make up”*
**Side Effects**3%
*“My eyes went red, blotchy and puffy for days after using this”*
## **Common questions**
- **Is eye makeup remover pads profitable to sell on Amazon United Kingdom?**
- The niche generates £314K/yr across 7 tracked products. 90-day search growth is -12.2%. Flapen's verdict: Skip it (38/100).
- **How competitive is the eye makeup remover pads niche?**
- 4 brands and 70 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in eye makeup remover pads?**
- Top complaints mined from reviews: Allergies, Water Resistance, Comfort-Overall. The return rate is 0.0%.
- **What does it cost to enter the eye makeup remover pads niche?**
- Listings span £1.66–£7.41; the average listing price is £3.38 (sweet spot $15–$100). The average incumbent carries 2,124 reviews — the moat a new listing must climb.
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