eye pencil
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible15.6%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Review moat
Bad12,841.45avg incumbent reviews — the moat a new listing must climb
Growth
Bad-13.8%90-day search growth — must beat 0% to launch
Market size
Bad£59K£59K/yr · 76K searches
Competition
Bad82%top-5 click share — a locked-up shelf
Avg price
Bad£4.96avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£2.26–£15.01cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eye pencil market data
- Units sold / yr
- 8K–10K
- avg 500–750/product
- Revenue / yr
- £40K–£50K
- units × avg price
- Conversion rate
- 15.6%
- Avg BSR
- #9
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 36%
- Out of stock
- 2.6%
- Avg brand age
- 62 months
- Avg seller age
- 142 days
Competition & brand share
The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
113
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- Rimmel91%
- Sheida7%
- TATSAT - WELLNESS THROUGH AYURVEDA2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.8% search growth over the last 90 days.Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.9×
Top eye pencil search terms
- rimmel scandaleyes eyeliner21K/yr
- kohl26K/yr
- scandal eyes rimmel eye liner14K/yr
- retractable eyeliner pencil3K/yr
- rimmel scandal eyes eyeliner4K/yr
- kohl eye pencils6K/yr
- eye liners pencil black1K/yr
Top eye 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.
All 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g
Rimmel£3.444.5★13,256 rev
Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g
Rimmel£3.484.5★13,256 rev
RIMMEL LONDON - Scandaleyes Eyeliner - Waterproof Khol - 24hr Wear Smudge-proof - Ultra Smooth & Creamy Formula - High Intensity Colour - 001 Black - 1.3g
Rimmel£3.424.3★11,721 rev
Sheida Kohl Powder Eyeliner Intense Pigment Kajal for Alluring Eyes Long-Lasting Smudge-Proof Wear Silky Traditional Finish Multi-Color Shades Available (Black)
Sheida£15.013.8★2,265 rev
Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Jet Black
Rimmel£2.264.4★40,663 rev
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
TATSAT - WELLNESS THROUGH AYURVEDA£8.362,420 rev
Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g
Rimmel£3.4413,256 rev
Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g
Rimmel£3.4813,256 rev
Rimmel Scandaleyes Exaggerate Eye Definer 003 Smokey Grey 0.35g
Rimmel£3.7013,256 rev
Rimmel Scandaleyes Exaggerate Eye Definer 006 Taupe 0.35g
Rimmel£3.5613,256 rev
Trending
90-day click momentumRimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g
Rimmel£3.484.5★
Rimmel Scandaleyes Exaggerate Eye Definer 006 Taupe 0.35g
Rimmel£3.564.5★
Rimmel Scandaleyes Exaggerate Eye Definer 003 Smokey Grey 0.35g
Rimmel£3.704.5★
Rimmel London Scandaleyes Exaggerate Eye Definer 004 Cobalt Blue 0.35g (Pack of 1)
Rimmel£3.704.5★
Rimmel ScandalEyes Waterproof Eyeliner Brown
Rimmel£3.804.3★
What buyers say about eye pencil
What buyers praise and complain about, mined from review topics.What buyers love
“Great colour options”
“Good quality”
“Long lasting perfect eyeliner”
“Good price”
“Easy to use”
“nice and soft to the eyes”
“just what I wanted xx”
“it stays put all day long”
“it doesnt smudge”
“Easy application”
What buyers complain about
“Put another on and broke again”
“Not great quality”
“However, it doesnt stay on my waterline”
“a much darker brown”
“Its not waterproof or smudge proof”
“Worst eyeliner”
“Not working”
“to the point where it will irritate my eyes”
“It doesnt apply very well maybe its too wet”
“It doesnt apply very well maybe its too wet”
Top return reasons
Common questions
- Is eye pencil profitable to sell on Amazon United Kingdom?
- The niche generates £59K/yr across 11 tracked products. 90-day search growth is -13.8%. Flapen's verdict: Skip it (35/100).
- How competitive is the eye pencil niche?
- 3 brands and 113 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in eye pencil?
- Top complaints mined from reviews: Durability, Quality-Overall, Water Resistance. The return rate is 0.0%.
- When does demand for eye pencil peak?
- Demand peaks in Jan–Sep–Oct–Nov–Dec; the busiest month runs 4.9× the quietest.
- What does it cost to enter the eye pencil niche?
- Listings span £2.26–£15.01; the average listing price is £4.96 (sweet spot $15–$100). The average incumbent carries 12,841 reviews — the moat a new listing must climb.