How competitive is the Eye Pencil niche on Amazon United Kingdom?

3 brands and 113 sellers compete in Eye Pencil on Amazon United Kingdom. The top 5 Eye Pencil products take 82% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Eye Pencil?

Eye Pencil buyers on Amazon United Kingdom complain most about Durability, Quality-Overall, Water Resistance, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Eye Pencil niche?

Eye Pencil sells for £4.96 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.26–£15.01. The average incumbent carries 12,841 reviews — the moat a new listing must climb.

Eye Pencil

brand-locked demand (top 5 brands take 100% of clicks) — Eye Pencil doesn't clear our bar today.

Flapen Score

Skip it

Ranks 2,315 of 2,481 Beauty niches · −12 vs the category median of 47

This niche Category average · 2,481 niches

Is Eye Pencil profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Eye Pencil is a £59K/yr Amazon United Kingdom market (76K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Sep–Oct–Nov–Dec. Verdict: Skip it — 35/100.

Eye Pencil: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -13.8% over the last 90 days and 15.6% of searches end in a purchase.

£59K

revenue / yr

Units sold / yr10K

Search volume / yr-13.8%76K

Conversion rate15.6%

Avg price£4.96

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers3 · 113

Top-5 product click share82%

Open market0%

Avg brand age62 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.

0/100

page quality · 11 products

Top Eye Pencil products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g

Price: £3.44
Rating: 4.5/5
Reviews: 13,256
Age: 5y ago

Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g

Price: £3.48
Rating: 4.5/5
Reviews: 13,256
Age: 5y ago

RIMMEL LONDON - Scandaleyes Eyeliner - Waterproof Khol - 24hr Wear Smudge-proof - Ultra Smooth & Creamy Formula - High Intensity Colour - 001 Black - 1.3g

Price: £3.42
Rating: 4.3/5
Reviews: 11,721
Age: 8y ago

Sheida Kohl Powder Eyeliner Intense Pigment Kajal for Alluring Eyes Long-Lasting Smudge-Proof Wear Silky Traditional Finish Multi-Color Shades Available (Black)

Price: £15.01
Rating: 3.8/5
Reviews: 2,265
Age: 8y ago

Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Jet Black

Price: £2.26
Rating: 4.4/5
Reviews: 40,663
Age: 17y ago

Newest

by launch date

TATSAT 100% Natural Ayurvedic Herbal Kajal with CHAKSHUSHYA Herbs | No Preservatives | No Chemicals | No Irritation | 2.5gm Pencil Kajal for Adults

Price: £8.36
Rating: 4.2/5
Reviews: 2,420
Age: 2y ago

Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g

Price: £3.44
Rating: 4.5/5
Reviews: 13,256
Age: 5y ago

Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g

Price: £3.48
Rating: 4.5/5
Reviews: 13,256
Age: 5y ago

Rimmel Scandaleyes Exaggerate Eye Definer 003 Smokey Grey 0.35g

Price: £3.70
Rating: 4.5/5
Reviews: 13,256
Age: 5y ago

Rimmel Scandaleyes Exaggerate Eye Definer 006 Taupe 0.35g

Price: £3.56
Rating: 4.5/5
Reviews: 13,256
Age: 5y ago

Competition: brands, sellers & click share

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 falling

Sellers

113

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

Rimmel91%
Sheida7%
TATSAT - WELLNESS THROUGH AYURVEDA2%

Eye Pencil demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume76KCVR15.6%Products11Brands3Top 5 Brands100%OOS Rate2.6%Rating4.3★Reviews12,841Avg BSR#9

Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.9×

Top Eye Pencil search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

rimmel scandaleyes eyeliner21K/yr +5.6%16.1% conv.
kohl26K/yr -16.2%2.1% conv.
scandal eyes rimmel eye liner14K/yr +2.9%20.3% conv.
retractable eyeliner pencil3K/yr -23.8%3.8% conv.
rimmel scandal eyes eyeliner4K/yr -16.0%12.3% conv.
kohl eye pencils6K/yr -35.1%1.0% conv.
eye liners pencil black1K/yr -94.0%3.8% conv.

What reviews say buyers love and hate about Eye Pencil

What buyers mention most, as a share of all reviews.

What buyers love

83% of reviews

Color15%

“Great colour options”

Quality-Overall14%

“Good quality”

Eyeliner Quality12%

“Long lasting perfect eyeliner”

Value For Money11%

“Good price”

Ease Of Use9%

“Easy to use”

What buyers complain about

65% of reviews

Durability14%

“Put another on and broke again”

Quality-Overall12%

“Not great quality”

Water Resistance11%

“However, it doesnt stay on my waterline”

Color9%

“a much darker brown”

Smudge Resistance5%

“Its not waterproof or smudge proof”

Eye Pencil return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Functionality-Overall

43%

2Quality-Overall

14%

3Smudge Resistance

14%

4Texture/Consistency-Overall

14%

5Smell

Common Eye Pencil questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Eye Pencil 35/100 on Amazon United Kingdom — Skip it. The niche generates £59K/yr across 11 tracked products. Search demand moved -13.8% over the last 90 days.