liquid eyeshadow
Skip itPrices mostly outside the sweet spot ($3.06–$10.90) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Great4.1★avg incumbent rating — lower means beatable quality
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Conversion
Okay2.2%search→purchase rate — share of searches ending in a sale
Growth
Bad-0.3%90-day search growth — must beat 0% to launch
Review moat
Bad4,375.4avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£6.00avg listing price — sweet spot $15–$100
Market size
Bad£27K£27K/yr · 206K searches
Price range
Bad£3.06–£10.90cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, liquid eyeshadow is a £27K/yr Amazon United Kingdom market (206K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 40/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
liquid eyeshadow market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £30K–£36K
- units × avg price
- Conversion rate
- 2.2%
- Avg BSR
- #119
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 73%
- Out of stock
- 1.1%
- Avg brand age
- 41 months
- Avg seller age
- 155 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
13 rising
Sellers
96
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
49%
Top 20: 88%
Open market
10%
- e.l.f.72%
- Rimmel5%
- Max Factor4%
- NatrLuxe3%
- LANGMANNI3%
- Erinde2%
- Open — no brand owns it (7 brands, 10%)
Demand
Weekly Amazon search volume, last 31 weeks — -0.3% search growth over the last 90 days.Top liquid eyeshadow search terms
- liquid eyeshadow71K/yr
- elf eyeshadow74K/yr
- elf eyeshadow palette19K/yr
- elf liquid eyeshadow14K/yr
- elf eye shadow9K/yr
- liquid eye shadow5K/yr
- elf glitter eyeshadow6K/yr
- elf eye4K/yr
- armani eye tint5K/yr
Top liquid eyeshadow 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
e.l.f. Liquid Metallic Eyeshadow High-impact Eyeshadow With A Metallic Finish Long-Lasting Gel-Based Formula Quick Drying Moon
e.l.f.£4.934.3★10,943 rev
e.l.f. Cosmetics Bite-Size Eyeshadow 4 Ultra-Pigmented Matte & Shimmer Shades Creamy & Blendable Powder Formulas Acai You 0.12 Oz (3.5g)
e.l.f.£4.544.3★17,488 rev
e.l.f. Perfect 10 Eyeshadow Palette Ten Ultra-pigmented Neutral Shades Blendable Formula Vegan & Cruelty-free Need It Nude (Packaging May Vary)
e.l.f.£8.694.5★4,826 rev
e.l.f. Fine as Fleck Glitter Eyeshadow Long-Lasting Sheer Eye Makeup with a Shimmer Finish Soft Smooth Formula Vegan & Cruelty-Free Champagne Showers
e.l.f.£5.274.4★2,073 rev
e.l.f. Liquid Metallic Eyeshadow High-impact Eyeshadow With A Metallic Finish Long-Lasting Gel-Based Formula Quick Drying Little Dipper
e.l.f.£5.234.3★10,943 rev
Newest
by launch date
Erinde 8PCS Neutral Liquid Eyeshadow Set High Pigmented Soft Matte Eye Shadow Longwear Waterproof Creamy Liquid Eyeshadows for Women Smooth Blendable Natural Smokey Eye Makeup
Erinde£7.4842 rev
Maybelline Shadow Drip Eye Tint Liquid Eye Shadow Up to 16HR Long Wear Easy Blend Lumious Shimmer Weightless Feel & Long Lasting Finish Shade: Amethyst
Maybelline£5.1968 rev
3INA MAKEUP - The 24H Color Liquid Eyeshadow 532 - Golden brown Liquid Eyeshadow - 24H Long-Wearing Waterproof Formula
3INA£4.56294 rev
Long Lasting Waterproof Liquid Matte Eyeshadow In Neutral Nude Brown - Velvet Cream Eyeshadow Makeup
NatrLuxe£3.2723 rev
e.l.f. Fine as Fleck Glitter Eyeshadow Long-Lasting Sheer Eye Makeup with a Shimmer Finish Soft Smooth Formula Vegan & Cruelty-Free Champagne Showers
e.l.f.£5.272,073 rev
Trending
90-day click momentume.l.f. Cosmetics Bite-Size Eyeshadow 4 Ultra-Pigmented Matte & Shimmer Shades Creamy & Blendable Powder Formulas Acai You 0.12 Oz (3.5g)
e.l.f.£4.544.3★
Rimmel London WonderCloud Liquid Eyeshadow 008 Thunder Grey
Rimmel£3.934.0★
Erinde 8PCS Neutral Liquid Eyeshadow Set High Pigmented Soft Matte Eye Shadow Longwear Waterproof Creamy Liquid Eyeshadows for Women Smooth Blendable Natural Smokey Eye Makeup
Erinde£7.483.5★
3INA MAKEUP - The 24H Color Liquid Eyeshadow 532 - Golden brown Liquid Eyeshadow - 24H Long-Wearing Waterproof Formula
3INA£4.564.2★
KIKO Milano Long Lasting Liquid Eyeshadow 06 | Long-Lasting Liquid Eyeshadow
Kiko Milano£7.904.2★
What buyers say about liquid eyeshadow
What buyers praise and complain about, mined from review topics.What buyers love
“Good neutral colours”
“Good value”
“Really pleased with this eyeshadow”
“Lasts all day”
“Definitely brightens”
“Pretty and easy application”
“Great creamy eye shadow”
“easy to use”
“went on really smoothly”
“I am pleased with coverage and colour”
What buyers complain about
“Not quite the colour pictured”
“A bit dry”
“Poor quality”
“needs so much pressure it feels like it might break it”
“Quite expensive for those reasons”
“awful smell”
“causes irritation”
“not a nice texture”
“It sits in a greasy layer that never sets”
“Its difficult to use”
Top return reasons
Common questions
- Is liquid eyeshadow profitable to sell on Amazon United Kingdom?
- The niche generates £27K/yr across 30 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -0.3%. Flapen's verdict: Skip it (40/100).
- How competitive is the liquid eyeshadow niche?
- 13 brands and 96 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in liquid eyeshadow?
- Top complaints mined from reviews: Color, Moist/Dry, Quality-Overall. The return rate is 0.1%.
- What does it cost to enter the liquid eyeshadow niche?
- Listings span £3.06–£10.90; the average listing price is £6.00 (sweet spot $15–$100). The average incumbent carries 4,375 reviews — the moat a new listing must climb.