Eyeliner
Eyeliner shows low returns (0.1%), but prices mostly outside the sweet spot ($1.67–$11.75) keeps it on the watch list.
Flapen Score
Top 22% of 2,481 Beauty niches · +6 vs the category median of 47
Is Eyeliner profitable on Amazon?
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.
Eyeliner: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -4.5% over the last 90 days and 13.7% of searches end in a purchase.
£988K
revenue / yr
Who owns the niche?
The top 5 brands hold 90% of demand, so 10% of the market is open.
10%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 27 products
Top Eyeliner 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 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
Rimmel London Scandaleyes Exaggerate Eye Definer 001 Intense Black 0.35g
- Price
- £3.44
- Rating
- 4.5/5
- Reviews
- 13,256
- Age
- 5y ago
e.l.f. Expert Liquid Liner Smudge-proof Buildable Long-lasting Enhances Defines Jet Black Precision Brush 4.2ml
- Price
- £3.15
- Rating
- 4.4/5
- Reviews
- 6,408
- Age
- 10y ago
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
- Price
- £5.77
- Rating
- 4.4/5
- Reviews
- 93,874
- Age
- 6y ago
Rimmel WonderInk Liquid Eyeliner Black 1 ml
- Price
- £4.30
- Rating
- 4.4/5
- Reviews
- 2,500
- Age
- 6y ago
Trending
90-day click momentum
essence LONG-LASTING eye pencil longlasting defining (0.28g)
- Price
- £1.67
- Rating
- 4.4/5
- Reviews
- 14,423
- Age
- 12y ago
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
- Price
- £4.31
- Rating
- 4.3/5
- Reviews
- 16,666
- Age
- 7y ago
e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Black Velvet
- Price
- £3.24
- Rating
- 4.4/5
- Reviews
- 3,836
- Age
- 1y ago
BEPHOLAN Black Gel Eyeliner Pencil Waterproof Smudge Proof Eyeliner Long-Lasting Matte Eye Liner Retractable with Built-in Sharpener for Waterline & Daily Makeup (BLACK)
- Price
- £6.98
- Rating
- 4.1/5
- Reviews
- 1,512
- Age
- 1y ago
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
- Price
- £11.75
- Rating
- 4.0/5
- Reviews
- 18,098
- Age
- 3y ago
Newest
by launch dateBEPHOLAN Black Gel Eyeliner Pencil Waterproof Smudge Proof Eyeliner Long-Lasting Matte Eye Liner Retractable with Built-in Sharpener for Waterline & Daily Makeup (BLACK)
- Price
- £6.98
- Rating
- 4.1/5
- Reviews
- 1,512
- Age
- 1y ago
e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Black Velvet
- Price
- £3.24
- Rating
- 4.4/5
- Reviews
- 3,836
- Age
- 1y ago
Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)
- Price
- £11.75
- Rating
- 4.0/5
- Reviews
- 18,098
- Age
- 3y 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
Competition: brands, sellers & click 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%)
Eyeliner demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.4×
Top Eyeliner search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- 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
What reviews say buyers love and hate about Eyeliner
What buyers mention most, as a share of all reviews.
What buyers love
81% of reviews“Great long lasting eyeliner”
“Nice brand, nice pencil”
“Great colour”
“Doesn't smudge”
“Good for the price”
What buyers complain about
69% of reviews“Short lived”
“Not smudge proof”
“Expensive”
“Not waterproof”
“Not a good eyeliner at all”
Eyeliner return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
16%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Eyeliner questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
