---
title: "Eyeshadow Stick — £83K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/eyeshadow-stick"
last_updated: "2026-08-09T18:36:18.009Z"
locale: en
meta:
description: "Niche score 49/100 · £83K/yr market · 457K searches/yr · £6.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £83K/yr market · 457K searches/yr · £6.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Eyeshadow Stick — £83K/yr Amazon UK Niche (2026) - Flapen"
---
# **eyeshadow stick**
**Skip it**
Prices mostly outside the sweet spot ($2.51–$13.51) — this niche doesn't clear our bar today.
Market size 21Growth 19Conversion 34Competition 76Returns 99Price range 0Avg price 18Brand share 77Review moat 24Quality gap 84
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Great****58%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****5,682.49**
avg 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****£6.61**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£2.51–£13.51**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
12K8KPrime Day '25Spike '25Black Friday '25 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Nov · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/beauty/eyeshadow-stick/trend)
## **Top eyeshadow stick search terms**
- **eyeshadow stick**154K/yr-8.5%1.7% conv. - **eye shadow stick**76K/yr-11.2%1.9% conv. - **cream eyeshadow**74K/yr-16.6%1.1% conv. - **cream eyeshadow for older skin**37K/yr-6.3%1.8% conv. - **eyeshadow pencil**25K/yr-7.1%1.3% conv. - **cream eyeshadow stick**14K/yr-19.2%2.0% conv. - **eye shadow sticks for mature women**7K/yr-13.2%1.9% conv. - **eyeshadow sticks**8K/yr-13.5%2.2% conv. - **waterproof eyeshadow**5K/yr+52.3%1.4% conv. - **eyeshadow cream**6K/yr-12.0%1.7% conv. [**All search terms **](https://flapen.com/research/uk/beauty/eyeshadow-stick/search-terms)
## **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.
0%5%£4K10%£8K15%£12K20%£17K101001K10K100K 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 WonderLast Shadow Stick 004 Soft Bubbles Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan**Rimmel**£4.00**4.3★854 rev](https://www.amazon.co.uk/dp/B0CQRFK9G5) [2**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**£6.07**3.8★281 rev](https://www.amazon.co.uk/dp/B0F9FQF3PG) [3**Rimmel WonderLast Shadow Stick 002 Choco Shimmer Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan**Rimmel**£4.83**4.3★854 rev](https://www.amazon.co.uk/dp/B0CQRJ9WNP) [4**Revlon Colorstay Creme Eye Shadow Longwear Blendable Matte Or Shimmer Eye Makeup With Applicator Brush In Rose Beige Praline (730)**Revlon**£6.17**4.3★9,429 rev](https://www.amazon.co.uk/dp/B01KHSV0B2) [5**Rimmel WonderLast Shadow Stick 001 Starshine Dream Easy To Apply One Swipe Eyeshadow Lasts All Day Ultra-Creamy Formula Buildable Smudgeproof Vegan**Rimmel**£4.41**4.3★854 rev](https://www.amazon.co.uk/dp/B0CQRDGZFC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Exmiloo Cream Eyeshadow Stick Set Neutral Matte & Shimmer TrioWaterproof**exmiloo**£11.28**46 rev8mo ago](https://www.amazon.co.uk/dp/B0G2RT6DGH) [**Exmiloo Double-Ended Cream Eyeshadow Stick Mauve Taupe Shimmer**exmiloo**£7.82**88 rev8mo ago](https://www.amazon.co.uk/dp/B0G2RYHYMV) [**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**£5.88**29 rev8mo ago](https://www.amazon.co.uk/dp/B0FXR4K4RM) [**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**£6.07**281 rev10mo ago](https://www.amazon.co.uk/dp/B0F9FQF3PG) [**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**£8.08**1,583 rev1y ago](https://www.amazon.co.uk/dp/B0FCR4D4P5)
**~~View all new products →~~**
### **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**£3.76**4.3★**▲ 317%**](https://www.amazon.co.uk/dp/B009R0NWZ4) [**essence blend & line eyeshadow stick longlasting highly pigmented with oils shimmery metallic (1.8g)**Essence Cosmetics**£2.51**4.4★**▲ 146%**](https://www.amazon.co.uk/dp/B0C78DRFJC) [**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**£5.88**3.8★**▲ 71%**](https://www.amazon.co.uk/dp/B0FXR4K4RM) [**Exmiloo Cream Eyeshadow Stick Set Neutral Matte & Shimmer TrioWaterproof**exmiloo**£11.28**4.0★**▲ 63%**](https://www.amazon.co.uk/dp/B0G2RT6DGH) [**SHEGLAM Crystal Jelly Glaze Eye Shadow Stick Eyeliner Brightener Pencil with Brush Easy to Blend Long Lasting Shimmer-Aura Blitz**SHEGLAM**£4.70**4.4★**▲ 44%**](https://www.amazon.co.uk/dp/B0DPHD2HMY)
**~~View all trending →~~**
## **What buyers say about eyeshadow stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**30%
*“Beautiful colours”*
**Ease Of Application**10%
*“Smooth to apply”*
**Ease Of Use**8%
*“easy to blend”*
**Value For Money**8%
*“Good value for money”*
**Quality-Overall**7%
*“These eye shadows are decent quality”*
**Soft Feel**5%
*“Smooth creamy and just glides on”*
**Brightness/Shine/Glow**4%
*“It's so shiny”*
**Durability**4%
*“lasts all day”*
**Eyelash Quality**4%
*“Great little roll on eyeliner”*
**Texture/Consistency-Overall**2%
*“Great texture, I will definitely be exploring more of these products”*
### **What buyers complain about **
**Color**24%
*“Definitely not pink”*
**Quality-Overall**7%
*“Cheap & nasty eye shadow”*
**Moist/Dry**6%
*“Very drying”*
**Durability**6%
*“didn't last too well”*
**Ease Of Application**4%
*“Difficult to apply”*
**Value For Money**4%
*“Cheap item expensive price”*
**Size-Overall**3%
*“Isjust loose in the holder”*
**Eyelash Quality**3%
*“Quite dark and difficult to smooth in on eyelids”*
**Ease Of Use**3%
*“Extremely difficult to remove”*
**Brightness/Shine/Glow**3%
*“However, the shimmer on both of my shimmer sticks is subtle and not powerfully shiny”*
### **Top return reasons **
**Color**45%
**Quality-Overall**11%
**Functionality-Overall**8%
**Defective Material/Parts**7%
**Advertised Vs Actual Product**5%
**Soft Feel**3%
**Durability**2%
**Suitability Combination Skin**2%
**Sensitivity-Overall**2%
**Grip**2%
## **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.
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