eyeliner
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($1.67–$11.75) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.7%search→purchase rate — share of searches ending in a sale
Market size
Great£988K£988K/yr · 1.7M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Brand share
Bad90%top-5 brand share — brand-locked demand
Growth
Bad-4.5%90-day search growth — must beat 0% to launch
Review moat
Bad15,716.37avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£4.15avg listing price — sweet spot $15–$100
Price range
Bad£1.67–£11.75cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eyeliner is a £988K/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 90% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eyeliner market data
- Units sold / yr
- 200K–250K
- avg 6,000–8,000/product
- Revenue / yr
- £830K–£1.0M
- units × avg price
- Conversion rate
- 13.7%
- Avg BSR
- #11
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 67%
- Out of stock
- 0.3%
- Avg brand age
- 48 months
- Avg seller age
- 142 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
11 flat
Sellers
264
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
55%
Top 20: 93%
Open market
7%
- Rimmel55%
- e.l.f.16%
- NYX PROFESSIONAL MAKEUP9%
- Maybelline7%
- Makeup Revolution4%
- Wonderskin3%
- Open — no brand owns it (5 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top eyeliner search terms
- eyeliner506K/yr
- liquid eyeliner167K/yr
- eyeliner pencil175K/yr
- eye liner129K/yr
- waterproof eyeliner81K/yr
- black eyeliner pencil89K/yr
- eye liner pencils78K/yr
- black eyeliner93K/yr
- rimmel eyeliner64K/yr
- eyeliner pen61K/yr
Top eyeliner 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
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
Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g
Rimmel£3.444.5★13,256 rev
e.l.f. Expert Liquid Liner Smudge-proof Buildable Long-lasting Enhances Defines Jet Black Precision Brush 4.2ml
e.l.f.£3.154.4★6,408 rev
NYX Professional Makeup Eye Liner Epic Ink Liner Waterproof Liquid Eyeliner Pen 1 Stroke Intense Pigment Flexible Brush for Thin or Thick Lines Korean Makeup Shade Black
NYX PROFESSIONAL MAKEUP£5.774.4★93,874 rev
Rimmel WonderInk Liquid Eyeliner Black 1 ml
Rimmel£4.304.4★2,500 rev
Newest
by launch date
BEPHOLAN Black Gel Eyeliner Pencil Waterproof Smudge Proof Eyeliner Long-Lasting Matte Eye Liner Retractable with Built-in Sharpener for Waterline & Daily Makeup (BLACK)
BEPHOLAN£6.981,512 rev
e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Black Velvet
e.l.f.£3.243,836 rev
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
Wonderskin£11.7518,098 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
Trending
90-day click momentum
essence LONG-LASTING eye pencil longlasting defining (0.28g)
Essence Cosmetics£1.674.4★
Maybelline Gel Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Deep Onyx
Maybelline£4.314.3★
e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Black Velvet
e.l.f.£3.244.4★
BEPHOLAN Black Gel Eyeliner Pencil Waterproof Smudge Proof Eyeliner Long-Lasting Matte Eye Liner Retractable with Built-in Sharpener for Waterline & Daily Makeup (BLACK)
BEPHOLAN£6.984.1★
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
Wonderskin£11.754.0★
What buyers say about eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Great long lasting eyeliner”
“Nice brand, nice pencil”
“Great colour”
“Doesn't smudge”
“Good for the price”
“Easy to use”
“it stays put all day long”
“Nice and creamy”
“Smooth application”
“As advertised”
What buyers complain about
“Short lived”
“Not smudge proof”
“Expensive”
“Not waterproof”
“Not a good eyeliner at all”
“Rubbish product”
“Unsurprisingly it was completely dried out”
“It's quite dark”
“Not as advertised”
“Eye irritation”
Top return reasons
Common questions
- Is eyeliner profitable to sell on Amazon United Kingdom?
- The niche generates £988K/yr across 27 tracked products. 90-day search growth is -4.5%. Flapen's verdict: Worth a look (53/100).
- How competitive is the eyeliner niche?
- 11 brands and 264 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in eyeliner?
- Top complaints mined from reviews: Durability, Smudge Resistance, Value For Money. The return rate is 0.1%.
- When does demand for eyeliner peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the eyeliner niche?
- Listings span £1.67–£11.75; the average listing price is £4.15 (sweet spot $15–$100). The average incumbent carries 15,716 reviews — the moat a new listing must climb.