---
title: "Eye Pencil — £59K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/eye-pencil"
last_updated: "2026-08-09T18:31:00.102Z"
locale: en
meta:
description: "Niche score 35/100 · £59K/yr market · 76K searches/yr · £4.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £59K/yr market · 76K searches/yr · £4.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Eye Pencil — £59K/yr Amazon UK Niche (2026) - Flapen"
---
# **eye pencil**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 15Growth 18Conversion 97Competition 15Returns 100Price range 0Avg price 14Brand share 0Review moat 20Quality gap 67
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.6%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****12,841.45**
avg 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**
**Bad****82%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£4.96**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£2.26–£15.01**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
15K10KSpike '24Holiday '24Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.9×
[**Open Trend **](https://flapen.com/research/uk/beauty/eye-pencil/trend)
## **Top eye pencil search terms**
- **rimmel scandaleyes eyeliner**21K/yr+5.6%16.1% conv. - **kohl**26K/yr-16.2%2.1% conv. - **scandal eyes rimmel eye liner**14K/yr+2.9%20.3% conv. - **retractable eyeliner pencil**3K/yr-23.8%3.8% conv. - **rimmel scandal eyes eyeliner**4K/yr-16.0%12.3% conv. - **kohl eye pencils**6K/yr-35.1%1.0% conv. - **eye liners pencil black**1K/yr-94.0%3.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/eye-pencil/search-terms)
## **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.
0%10%£6K20%£12K30%£18K40%£24K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g**Rimmel**£3.44**4.5★13,256 rev](https://www.amazon.co.uk/dp/B08PDPK4B1) [2**Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g**Rimmel**£3.48**4.5★13,256 rev](https://www.amazon.co.uk/dp/B08PDQZWCM) [3**RIMMEL LONDON - Scandaleyes Eyeliner - Waterproof Khol - 24hr Wear Smudge-proof - Ultra Smooth & Creamy Formula - High Intensity Colour - 001 Black - 1.3g**Rimmel**£3.42**4.3★11,721 rev](https://www.amazon.co.uk/dp/B0742CVQW4) [4**Sheida Kohl Powder Eyeliner Intense Pigment Kajal for Alluring Eyes Long-Lasting Smudge-Proof Wear Silky Traditional Finish Multi-Color Shades Available (Black)**Sheida**£15.01**3.8★2,265 rev](https://www.amazon.co.uk/dp/B0073U5RPI) [5**Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Jet Black**Rimmel**£2.26**4.4★40,663 rev](https://www.amazon.co.uk/dp/B001KYTULU)
**~~View all top sellers →~~**
### **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**£8.36**2,420 rev2y ago](https://www.amazon.co.uk/dp/B08XPJ7RR3) [**Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g**Rimmel**£3.44**13,256 rev5y ago](https://www.amazon.co.uk/dp/B08PDPK4B1) [**Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g**Rimmel**£3.48**13,256 rev5y ago](https://www.amazon.co.uk/dp/B08PDQZWCM) [**Rimmel Scandaleyes Exaggerate Eye Definer 003 Smokey Grey 0.35g**Rimmel**£3.70**13,256 rev5y ago](https://www.amazon.co.uk/dp/B08PDQF6VM) [**Rimmel Scandaleyes Exaggerate Eye Definer 006 Taupe 0.35g**Rimmel**£3.56**13,256 rev5y ago](https://www.amazon.co.uk/dp/B08PDQZFYF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Rimmel Scandaleyes Exaggerate Eye Definer 002 Chocolate Brown 0.35g**Rimmel**£3.48**4.5★**▲ 35%**](https://www.amazon.co.uk/dp/B08PDQZWCM) [**Rimmel Scandaleyes Exaggerate Eye Definer 006 Taupe 0.35g**Rimmel**£3.56**4.5★**▲ 21%**](https://www.amazon.co.uk/dp/B08PDQZFYF) [**Rimmel Scandaleyes Exaggerate Eye Definer 003 Smokey Grey 0.35g**Rimmel**£3.70**4.5★**▲ 16%**](https://www.amazon.co.uk/dp/B08PDQF6VM) [**Rimmel London Scandaleyes Exaggerate Eye Definer 004 Cobalt Blue 0.35g (Pack of 1)**Rimmel**£3.70**4.5★**▲ 16%**](https://www.amazon.co.uk/dp/B08PDP2GFN) [**Rimmel ScandalEyes Waterproof Eyeliner Brown**Rimmel**£3.80**4.3★**▲ 13%**](https://www.amazon.co.uk/dp/B0742CVQWH)
**~~View all trending →~~**
## **What buyers say about eye pencil**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**15%
*“Great colour options”*
**Quality-Overall**14%
*“Good quality”*
**Eyeliner Quality**12%
*“Long lasting perfect eyeliner”*
**Value For Money**11%
*“Good price”*
**Ease Of Use**9%
*“Easy to use”*
**Soft Feel**7%
*“nice and soft to the eyes”*
**Advertised Vs Actual Product**5%
*“just what I wanted xx”*
**Durability**5%
*“it stays put all day long”*
**Smudge Resistance**4%
*“it doesnt smudge”*
**Ease Of Application**3%
*“Easy application”*
### **What buyers complain about **
**Durability**14%
*“Put another on and broke again”*
**Quality-Overall**12%
*“Not great quality”*
**Water Resistance**11%
*“However, it doesnt stay on my waterline”*
**Color**9%
*“a much darker brown”*
**Smudge Resistance**5%
*“Its not waterproof or smudge proof”*
**Eyeliner Quality**4%
*“Worst eyeliner”*
**Functionality-Overall**3%
*“Not working”*
**Allergies**3%
*“to the point where it will irritate my eyes”*
**Moist/Dry**3%
*“It doesnt apply very well maybe its too wet”*
**Ease Of Application**2%
*“It doesnt apply very well maybe its too wet”*
### **Top return reasons **
**Functionality-Overall**43%
**Quality-Overall**14%
**Smudge Resistance**14%
**Texture/Consistency-Overall**14%
**Smell**7%
**Size-Overall**7%
## **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.
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