eyeshadow stick
Skip itPrices mostly outside the sweet spot ($2.51–$13.51) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Brand share
Great58%top-5 brand share — no brand owns this niche
Competition
Great39%top-5 click share — an open shelf
Conversion
Okay2.8%search→purchase rate — share of searches ending in a sale
Review moat
Bad5,682.49avg incumbent reviews — the moat a new listing must climb
Market size
Bad£83K£83K/yr · 457K searches
Growth
Bad-11.1%90-day search growth — must beat 0% to launch
Avg price
Bad£6.61avg listing price — sweet spot $15–$100
Price range
Bad£2.51–£13.51cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eyeshadow stick is a £83K/yr Amazon United Kingdom market (457K searches/yr). The top 5 brands hold 58% of demand. Demand peaks in Nov. Verdict: Skip it — 49/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eyeshadow stick market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £83K–£99K
- units × avg price
- Conversion rate
- 2.8%
- Avg BSR
- #69
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 84%
- Out of stock
- 5.7%
- Avg brand age
- 37 months
- Avg seller age
- 154 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
22 falling
Sellers
164
Top-5 brand share
58%
Top 20: 98%
Top-5 click share
39%
Top 20: 81%
Open market
36%
- Rimmel26%
- flintronic10%
- e.l.f.8%
- LANGMANNI7%
- Revlon6%
- L'Oreal Paris6%
Demand & seasonality
Weekly Amazon search volume, last 84 weeks — -11.1% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.7×
Top eyeshadow stick search terms
- eyeshadow stick154K/yr
- eye shadow stick76K/yr
- cream eyeshadow74K/yr
- cream eyeshadow for older skin37K/yr
- eyeshadow pencil25K/yr
- cream eyeshadow stick14K/yr
- eye shadow sticks for mature women7K/yr
- eyeshadow sticks8K/yr
- waterproof eyeshadow5K/yr
- eyeshadow cream6K/yr
Top eyeshadow stick 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 WonderLast Shadow Stick 004 Soft Bubbles Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan
Rimmel£4.004.3★854 rev
Flintronic 8PCS Eye Shadow Sticks Set Waterproof Eyeshadow Stick Highlighting Pigmented Eye Shadow Pencil Crayon Soft Creamy Matte Shimmer Long Lasting Eyeshadow Pencil for Daily Makeup
flintronic£6.073.8★281 rev
Rimmel WonderLast Shadow Stick 002 Choco Shimmer Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan
Rimmel£4.834.3★854 rev
Revlon Colorstay Creme Eye Shadow Longwear Blendable Matte Or Shimmer Eye Makeup With Applicator Brush In Rose Beige Praline (730)
Revlon£6.174.3★9,429 rev
Rimmel WonderLast Shadow Stick 001 Starshine Dream Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan
Rimmel£4.414.3★854 rev
Newest
by launch date
Exmiloo Cream Eyeshadow Stick Set Neutral Matte & Shimmer TrioWaterproof
exmiloo£11.2846 rev
Exmiloo Double-Ended Cream Eyeshadow Stick Mauve Taupe Shimmer
exmiloo£7.8288 rev
4PCS Soft Creamy Eyeshadow Stick Set - Waterproof & Pigmented Shimmer Makeup Crayons for Long Lasting Glitter Eye Looks - Blendable Shadow Pencil Kit for Natural to Glam Makeup & Prime Eyes
Glossiness£5.8829 rev
Flintronic 8PCS Eye Shadow Sticks Set Waterproof Eyeshadow Stick Highlighting Pigmented Eye Shadow Pencil Crayon Soft Creamy Matte Shimmer Long Lasting Eyeshadow Pencil for Daily Makeup
flintronic£6.07281 rev
LANGMANNI 8Colors Dual-Ended Cream Eyeshadow Stick Set Silky Smooth Waterproof & Transfer-Proof Built-in Blender Brush All-Day Matte & Shimmer Wear Eye Makeup(#A)
LANGMANNI£8.081,583 rev
Trending
90-day click momentum
Maybelline Waterproof Cream Eyeshadow Maybelline Color Tattoo Pots 24 Hour Long-Lasting Tattoo Intensity Smudge-Proof & Crease-Resistant Eye Makeup Ultra-Saturated Colour 65 Pink Gold 24h
Maybelline£3.764.3★
essence blend & line eyeshadow stick longlasting highly pigmented with oils shimmery metallic (1.8g)
Essence Cosmetics£2.514.4★
4PCS Soft Creamy Eyeshadow Stick Set - Waterproof & Pigmented Shimmer Makeup Crayons for Long Lasting Glitter Eye Looks - Blendable Shadow Pencil Kit for Natural to Glam Makeup & Prime Eyes
Glossiness£5.883.8★
Exmiloo Cream Eyeshadow Stick Set Neutral Matte & Shimmer TrioWaterproof
exmiloo£11.284.0★
SHEGLAM Crystal Jelly Glaze Eye Shadow Stick Eyeliner Brightener Pencil with Brush Easy to Blend Long Lasting Shimmer-Aura Blitz
SHEGLAM£4.704.4★
What buyers say about eyeshadow stick
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful colours”
“Smooth to apply”
“easy to blend”
“Good value for money”
“These eye shadows are decent quality”
“Smooth creamy and just glides on”
“It's so shiny”
“lasts all day”
“Great little roll on eyeliner”
“Great texture, I will definitely be exploring more of these products”
What buyers complain about
“Definitely not pink”
“Cheap & nasty eye shadow”
“Very drying”
“didn't last too well”
“Difficult to apply”
“Cheap item expensive price”
“Isjust loose in the holder”
“Quite dark and difficult to smooth in on eyelids”
“Extremely difficult to remove”
“However, the shimmer on both of my shimmer sticks is subtle and not powerfully shiny”
Top return reasons
Common questions
- Is eyeshadow stick profitable to sell on Amazon United Kingdom?
- The niche generates £83K/yr across 37 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is -11.1%. Flapen's verdict: Skip it (49/100).
- How competitive is the eyeshadow stick niche?
- 22 brands and 164 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 58% of demand.
- What do buyers complain about in eyeshadow stick?
- Top complaints mined from reviews: Color, Quality-Overall, Moist/Dry. The return rate is 0.2%.
- When does demand for eyeshadow stick peak?
- Demand peaks in Nov; the busiest month runs 1.7× the quietest.
- What does it cost to enter the eyeshadow stick niche?
- Listings span £2.51–£13.51; the average listing price is £6.61 (sweet spot $15–$100). The average incumbent carries 5,682 reviews — the moat a new listing must climb.