eye serum
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($3.96–$13.97) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Conversion
Good5.7%search→purchase rate — share of searches ending in a sale
Market size
Good£535K£535K/yr · 1.1M searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Avg price
Bad£8.57avg listing price — sweet spot $15–$100
Growth
Bad-8.0%90-day search growth — must beat 0% to launch
Review moat
Bad12,924.87avg incumbent reviews — the moat a new listing must climb
Price range
Bad£3.96–£13.97cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eye serum is a £535K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Feb–Mar–Apr–May–Jun–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eye serum market data
- Units sold / yr
- 60K–80K
- avg 1,000–1,250/product
- Revenue / yr
- £514K–£686K
- units × avg price
- Conversion rate
- 5.7%
- Avg BSR
- #47
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 97%
- Out of stock
- 0.0%
- Avg brand age
- 52 months
- Avg seller age
- 141 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
459
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
41%
Top 20: 79%
Open market
8%
- L'Oreal Paris44%
- BYOMA21%
- Simple11%
- The Ordinary7%
- medicube5%
- NIVEA4%
- Open — no brand owns it (6 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.0% search growth over the last 90 days.Peak months: Feb, Mar, Apr, May, Jun, Dec · busiest ÷ quietest = 3.4×
Top eye serum search terms
- loreal391K/yr
- loreal serum77K/yr
- hydrating serum75K/yr
- face serum for women79K/yr
- byoma serum56K/yr
- brightening serum47K/yr
- loréal53K/yr
- simple serum56K/yr
- loreal paris42K/yr
- loreal hyaluronic acid serum28K/yr
Top eye serum 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share![LOréal Paris Hyaluronic Acid Serum Revitalift Filler 1.5% Pure Concentrated Micro-Epidermic Hyaluronic Acid] Dropper Serum Intensely Hydrates & Replumps Visibly Reduces Fine Lines & Wrinkles](https://m.media-amazon.com/images/I/31MGbqWf94L.jpg)
LOréal Paris Hyaluronic Acid Serum Revitalift Filler 1.5% Pure Concentrated Micro-Epidermic Hyaluronic Acid] Dropper Serum Intensely Hydrates & Replumps Visibly Reduces Fine Lines & Wrinkles
L'Oreal Paris£9.824.5★9,955 rev
BYOMA Hydrating Serum (30ml) Moisturising Face Serum with Squalane and Ceramides for Glowing Dewy Skin - Deep Hydration and Barrier Support
BYOMA£9.714.4★2,788 rev
LOréal Paris Face Serum Age Defying Serum Le Duo Collagen Peptide Booster and Vitamins B3 & C* Instant Firmness & Radiance Clinically Proven Reverse Appearance of Upto 5 Years of Wrinkles* 30ml
L'Oreal Paris£13.974.5★1,463 rev
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.314.5★17,715 rev
BYOMA Brightening Serum (30ml) Brightening and Hydrating Face Serum with Hyaluronic Acid Niacinamide and Ceramides - For Glowing and Radiant Skin
BYOMA£9.124.5★1,666 rev
Newest
by launch date![LOreal Paris Revitalift Filler Glass Skin Liquid Cream - Larger Size - Hybrid Milky Serum + Moisturiser Korean-Skincare Inspired Glass Skin Glow with 100 hours Hydration [Hyaluronic Acid] 70ml](https://m.media-amazon.com/images/I/41JSyzi4NZL.jpg)
LOreal Paris Revitalift Filler Glass Skin Liquid Cream - Larger Size - Hybrid Milky Serum + Moisturiser Korean-Skincare Inspired Glass Skin Glow with 100 hours Hydration [Hyaluronic Acid] 70ml
L'Oreal Paris£13.95714 rev
LOréal Paris Peptide Serum for Lifting Age Perfect Micro-Collagen Rejuvenating & Lifting Serum Firms Sagging Skin Boosts Radiance & Reduces Age Spots 30ml
L'Oreal Paris£7.7691 rev
LOreal Paris Glass Skin Korean Face Mask 4 Pcs Revitalift Filler Hydrogel Glow Mask Korean Inspired Skincare Visibly Transform Skin Dewy Plumped and Refreshed Look
L'Oreal Paris£8.87593 rev
NIVEA Luminous 630 Even Glow Serum with Thiamidol 30ml Serum for Face with Niacinamide and Aloe Vera Refines Pores and Hydrates for Clear Glowing Skin
NIVEA£6.69306 rev
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.3117,715 rev
Trending
90-day click momentumLOreal Paris Glass Skin Korean Face Mask 4 Pcs Revitalift Filler Hydrogel Glow Mask Korean Inspired Skincare Visibly Transform Skin Dewy Plumped and Refreshed Look
L'Oreal Paris£8.874.2★
LOreal Paris Revitalift Filler Glass Skin Liquid Cream - Larger Size - Hybrid Milky Serum + Moisturiser Korean-Skincare Inspired Glass Skin Glow with 100 hours Hydration [Hyaluronic Acid] 70ml
L'Oreal Paris£13.954.5★
LOréal Paris Peptide Serum for Lifting Age Perfect Micro-Collagen Rejuvenating & Lifting Serum Firms Sagging Skin Boosts Radiance & Reduces Age Spots 30ml
L'Oreal Paris£7.764.6★
medicube Salmon DNA PDRN Pink Peptide Serum Pink glow serum Peptide Niacinamide Hydrating & Moisturising & Firming Uneven Skin Tone Korean Skincare | 1.01 fl.oz. (1.01 fl.oz. Salmon DNA PDRN)
medicube£11.314.5★
LOréal Men Expert Pure Carbon 5-in-1 XXXL Shower Gel A Total Action Body Face Hair Wash Shave and Moisturiser Powered By Carbon Total 5-in-1 Action Large 1L Pump
L’Oréal Paris men expert£4.594.8★
What buyers say about eye serum
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“Good for my skin”
“Value for money”
“Super hydrating”
“Gentle on the skin”
“it smells divine”
“Excellent for dry skin”
“Super shine”
“Absorbed well”
“Brilliant mascara”
What buyers complain about
“Skin Irritation”
“Not very hydrating”
“Smells disgusting”
“Not worth the price”
“Skin turned immediately red and irritated and felt like it was burning”
“then makes my face sticky”
“Very dry skin may need a moisturiser on top”
“Not effective”
“it broke”
“Disappointed with the quality control”
Top return reasons
Common questions
- Is eye serum profitable to sell on Amazon United Kingdom?
- The niche generates £535K/yr across 39 tracked products. 6 of 6 products launched in the last 360 days are still selling. 90-day search growth is -8.0%. Flapen's verdict: Worth a look (50/100).
- How competitive is the eye serum niche?
- 12 brands and 459 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in eye serum?
- Top complaints mined from reviews: Allergies, Moist/Dry, Smell. The return rate is 0.1%.
- When does demand for eye serum peak?
- Demand peaks in Feb–Mar–Apr–May–Jun–Dec; the busiest month runs 3.4× the quietest.
- What does it cost to enter the eye serum niche?
- Listings span £3.96–£13.97; the average listing price is £8.57 (sweet spot $15–$100). The average incumbent carries 12,925 reviews — the moat a new listing must climb.