eyeshadow palette
Worth a lookShows low returns (0.3%), but pricing outside the sweet spot ($6.86 avg) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Competition
Great40%top-5 click share — an open shelf
Brand share
Good64%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Good£406K£406K/yr · 1.9M searches
Price range
Good£3.07–£27.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.2%search→purchase rate — share of searches ending in a sale
Review moat
Bad6,113.35avg incumbent reviews — the moat a new listing must climb
Growth
Bad-4.8%90-day search growth — must beat 0% to launch
Avg price
Bad£6.86avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eyeshadow palette is a £406K/yr Amazon United Kingdom market (1.9M searches/yr). The top 5 brands hold 64% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 54/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eyeshadow palette market data
- Units sold / yr
- 60K–80K
- avg 750–1,000/product
- Revenue / yr
- £412K–£549K
- units × avg price
- Conversion rate
- 3.2%
- Avg BSR
- #69
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 53%
- Out of stock
- 2.4%
- Avg brand age
- 46 months
- Avg seller age
- 149 days
Competition & brand share
Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.Brands
25 falling
Sellers
155
Top-5 brand share
64%
Top 20: 95%
Top-5 click share
40%
Top 20: 79%
Open market
32%
- Revolution Beauty London23%
- Max Factor14%
- Rimmel12%
- UCANBE8%
- Urban Decay7%
- Mornery4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.8% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.3×
Top eyeshadow palette search terms
- eyeshadow palette630K/yr
- eyeshadow236K/yr
- eye shadow pallets for women183K/yr
- eye shadow124K/yr
- revolution eyeshadow palettes81K/yr
- brown eyeshadow63K/yr
- eyeshadows53K/yr
- eye shadows for older women42K/yr
- urban decay eyeshadow56K/yr
- nude eyeshadow palette43K/yr
Top eyeshadow palette 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
Revolution Reloaded Eyeshadow Palette Highly Pigmented 15 Shades Matte and Shimmer Finishes Iconic 3.0 16.5g
Revolution Beauty London£3.284.5★13,798 rev
Rimmel Magnifeyes Nude Edition Eyeshadow Palette 12 shade Cream
Rimmel£5.144.6★9,225 rev
MAX Factor 99350089535 Beauty Care Masterpiece Nude Palette Cappuchino for Adults Built for Daily Beauty and Care
Max Factor£7.054.7★1,688 rev
Revolution Reloaded Eyeshadow Palette Includes 15 Highly Pigmented Shades Matte & Shimmer Finishes Long Wearing Provocative 16.5g
Revolution Beauty London£3.124.5★13,798 rev
URBAN DECAY NAKED 2 BASICS EYE PALETTE
Urban Decay£16.464.3★689 rev
Newest
by launch date
Laura Geller Beauty The Delectables 14 Multi-Finish Baked Eyeshadows - Long-Lasting Eyeshadows for Everyday (Soho Shimmers)
Laura Geller Beauty£15.764,110 rev
Brown Eyeshadow Palette - Matte Shimmer Glitter Neutral 9-Color Eye Shadow Palette Highly Pigmented Natural Nude Eyeshadow Makeup Pallet (Chocolate Brown)
Mornery£3.2053 rev
MUA Makeup Academy 5-Shade Eye Shadow Palette Neutral Wanderlust Highly Pigmented Matte & Shimmer Blend Vegan and Cruelty Free
MUA£3.0798 rev
Technic 48 Eyes Eyeshadow Palette Highly Pigmented Matte & Shimmer Shades with Mirror - Makeup Gift
Technic£5.56134 rev
Smoky Nude Eyeshadow Palette - Highly Pigmented Waterproof Long-lasting Matte & Shimmer Makeup with 12 Brown Shades
FresFresi£3.8091 rev
Trending
90-day click momentumLaura Geller Beauty The Delectables 14 Multi-Finish Baked Eyeshadows - Long-Lasting Eyeshadows for Everyday (Soho Shimmers)
Laura Geller Beauty£15.764.2★
MUA Makeup Academy 5-Shade Eye Shadow Palette Neutral Wanderlust Highly Pigmented Matte & Shimmer Blend Vegan and Cruelty Free
MUA£3.074.4★
Brown Eyeshadow Palette - Matte Shimmer Glitter Neutral 9-Color Eye Shadow Palette Highly Pigmented Natural Nude Eyeshadow Makeup Pallet (Chocolate Brown)
Mornery£3.204.1★
Wet n Wild Color Icon 10-Pan Palette Eyeshadow Palette 10 Richly Pigmented Colors for Everyday Makeup Long-Lasting and Easy to Blend Formula Nude Awakening
Wet n Wild£3.694.3★
Rimmel Scandaleyes 5 Pan Eyeshadow Palette Rose Quartz
Rimmel£4.484.5★
What buyers say about eyeshadow palette
What buyers praise and complain about, mined from review topics.What buyers love
“Good shade”
“Good for price”
“Good value and quality arrived quickly”
“Daughter says she very happy with the eyeshadow, nice colours and easy to apply”
“lasts all day”
“application is smooth”
“blends in so easy”
“Very shiny”
“It looks like the picture”
“Soft colors for everyday”
What buyers complain about
“Colours are not what you see”
“The glitter is too large”
“Not the best considering the brand”
“So not good value”
“breaks quite easily”
“Whether we used the applicator in the package or a eyeshadow brush, we received no results”
“Don't expect the glitter shade to stay in one piece”
“Went dry very quick not good at all only used it once horrid dont buy”
“Nice color just not the same as what's in picture”
“This was not easy to clean off”
Top return reasons
Common questions
- Is eyeshadow palette profitable to sell on Amazon United Kingdom?
- The niche generates £406K/yr across 40 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (54/100).
- How competitive is the eyeshadow palette niche?
- 25 brands and 155 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 64% of demand.
- What do buyers complain about in eyeshadow palette?
- Top complaints mined from reviews: Color, Size-Overall, Quality-Overall. The return rate is 0.3%.
- When does demand for eyeshadow palette peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.3× the quietest.
- What does it cost to enter the eyeshadow palette niche?
- Listings span £3.07–£27.90; the average listing price is £6.86 (sweet spot $15–$100). The average incumbent carries 6,113 reviews — the moat a new listing must climb.