---
title: "Eyeliner — £988K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/eyeliner"
last_updated: "2026-08-09T18:31:02.631Z"
locale: en
meta:
description: "Niche score 53/100 · £988K/yr market · 1.7M searches/yr. Prices mostly outside the sweet spot ($1.67–$11.75) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £988K/yr market · 1.7M searches/yr. Prices mostly outside the sweet spot ($1.67–$11.75) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Eyeliner — £988K/yr Amazon UK Niche (2026) - Flapen"
---
# **eyeliner**
**Worth a look**
Shows low returns (0.1%), but prices mostly outside the sweet spot ($1.67–$11.75) keeps it on the watch list.
Market size 77Growth 23Conversion 96Competition 51Returns 100Price range 0Avg price 12Brand share 25Review moat 19Quality gap 63
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£988K**
£988K/yr · 1.7M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****55%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Bad****90%**
top-5 brand share — brand-locked demand
**Growth**
**Bad****-4.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****15,716.37**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£4.15**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.67–£11.75**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
50K30KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/eyeliner/trend)
## **Top eyeliner search terms**
- **eyeliner**506K/yr-13.1%9.2% conv. - **liquid eyeliner**167K/yr-3.2%14.1% conv. - **eyeliner pencil**175K/yr+3.3%9.8% conv. - **eye liner**129K/yr-0.4%9.9% conv. - **waterproof eyeliner**81K/yr+23.6%6.1% conv. - **black eyeliner pencil**89K/yr-7.4%20.9% conv. - **eye liner pencils**78K/yr+2.5%10.2% conv. - **black eyeliner**93K/yr-11.4%16.3% conv. - **rimmel eyeliner**64K/yr-0.4%17.2% conv. - **eyeliner pen**61K/yr-11.4%10.6% conv. [**All search terms **](https://flapen.com/research/uk/beauty/eyeliner/search-terms)
## **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.
0%5%£49K10%£99K15%£148K20%£198K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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) [2**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) [3**e.l.f. Expert Liquid Liner Smudge-proof Buildable Long-lasting Enhances Defines Jet Black Precision Brush 4.2ml**e.l.f.**£3.15**4.4★6,408 rev](https://www.amazon.co.uk/dp/B00WGDF8BU) [4**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**£5.77**4.4★93,874 rev](https://www.amazon.co.uk/dp/B074Y8LM6T) [5**Rimmel WonderInk Liquid Eyeliner Black 1 ml**Rimmel**£4.30**4.4★2,500 rev](https://www.amazon.co.uk/dp/B081SWBSGH)
**~~View all top sellers →~~**
### **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**£6.98**1,512 rev1y ago](https://www.amazon.co.uk/dp/B0F8B285D7) [**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.**£3.24**3,836 rev1y ago](https://www.amazon.co.uk/dp/B0F2XCVXNV) [**Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)**Wonderskin**£11.75**18,098 rev3y ago](https://www.amazon.co.uk/dp/B0BSR2ZBK1) [**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)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**essence LONG-LASTING eye pencil longlasting defining (0.28g)**Essence Cosmetics**£1.67**4.4★**▲ 138%**](https://www.amazon.co.uk/dp/B0038E8OOO) [**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**£4.31**4.3★**▲ 102%**](https://www.amazon.co.uk/dp/B07KGT94LB) [**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.**£3.24**4.4★**▲ 72%**](https://www.amazon.co.uk/dp/B0F2XCVXNV) [**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**£6.98**4.1★**▲ 33%**](https://www.amazon.co.uk/dp/B0F8B285D7) [**Wonderskin 1440 Longwear Black Eyeliner Pencil - Waterproof Sharpenable Black Eyeliner Pencil and Smudge Proof Eye Liner Pencils (Liquorice)**Wonderskin**£11.75**4.0★**▲ 24%**](https://www.amazon.co.uk/dp/B0BSR2ZBK1)
**~~View all trending →~~**
## **What buyers say about eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyeliner Quality**18%
*“Great long lasting eyeliner”*
**Quality-Overall**11%
*“Nice brand, nice pencil”*
**Color**9%
*“Great colour”*
**Smudge Resistance**8%
*“Doesn't smudge”*
**Value For Money**7%
*“Good for the price”*
**Ease Of Use**7%
*“Easy to use”*
**Durability**6%
*“it stays put all day long”*
**Soft Feel**6%
*“Nice and creamy”*
**Ease Of Application**5%
*“Smooth application”*
**Advertised Vs Actual Product**4%
*“As advertised”*
### **What buyers complain about **
**Durability**15%
*“Short lived”*
**Smudge Resistance**12%
*“Not smudge proof”*
**Value For Money**9%
*“Expensive”*
**Water Resistance**7%
*“Not waterproof”*
**Eyeliner Quality**6%
*“Not a good eyeliner at all”*
**Quality-Overall**6%
*“Rubbish product”*
**Moist/Dry**5%
*“Unsurprisingly it was completely dried out”*
**Color**4%
*“It's quite dark”*
**Advertised Vs Actual Product**3%
*“Not as advertised”*
**Allergies**3%
*“Eye irritation”*
### **Top return reasons **
**Quality-Overall**13%
**Advertised Vs Actual Product**13%
**Eyeliner Quality**12%
**Water Resistance**9%
**Durability**7%
**Leak-Proof**6%
**Smudge Resistance**6%
**Stain Resistance**4%
**Defective Material/Parts**4%
**Functionality-Overall**4%
## **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.
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