---
title: "Liquid Eyeshadow — £27K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/liquid-eyeshadow"
last_updated: "2026-08-09T19:26:06.863Z"
locale: en
meta:
description: "Niche score 40/100 · £27K/yr market · 206K searches/yr · £6.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £27K/yr market · 206K searches/yr · £6.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Liquid Eyeshadow — £27K/yr Amazon UK Niche (2026) - Flapen"
---
# **liquid eyeshadow**
**Skip it**
Prices mostly outside the sweet spot ($3.06–$10.90) — this niche doesn't clear our bar today.
Market size 7Growth 25Conversion 28Competition 61Returns 100Price range 0Avg price 17Brand share 29Review moat 25Quality gap 86
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****88%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****2.2%**
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**
**Bad****4,375.4**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£6.00**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£27K**
£27K/yr · 206K searches
**Price range**
**Bad****£3.06–£10.90**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KDec '25Jan '26Feb '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/beauty/liquid-eyeshadow/trend)
## **Top liquid eyeshadow search terms**
- **liquid eyeshadow**71K/yr+7.1%1.8% conv. - **elf eyeshadow**74K/yr-4.9%2.0% conv. - **elf eyeshadow palette**19K/yr+17.4%1.5% conv. - **elf liquid eyeshadow**14K/yr-7.6%2.2% conv. - **elf eye shadow**9K/yr-6.0%2.1% conv. - **liquid eye shadow**5K/yr-13.2%1.6% conv. - **elf glitter eyeshadow**6K/yr-4.1%2.7% conv. - **elf eye**4K/yr-16.1%2.0% conv. - **armani eye tint**5K/yr-35.1%0.2% conv. [**All search terms **](https://flapen.com/research/uk/beauty/liquid-eyeshadow/search-terms)
## **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.
0%5%£1K10%£3K15%£4K20%£5K101001K10K100K 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**e.l.f. Liquid Metallic Eyeshadow High-impact Eyeshadow With A Metallic Finish Long-Lasting Gel-Based Formula Quick Drying Moon**e.l.f.**£4.93**4.3★10,943 rev](https://www.amazon.co.uk/dp/B0947DWWTN) [2**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.**£4.54**4.3★17,488 rev](https://www.amazon.co.uk/dp/B09JL59M8K) [3**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.**£8.69**4.5★4,826 rev](https://www.amazon.co.uk/dp/B07D3845RF) [4**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.**£5.27**4.4★2,073 rev](https://www.amazon.co.uk/dp/B0DHRQZMKY) [5**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.**£5.23**4.3★10,943 rev](https://www.amazon.co.uk/dp/B09487FLXN)
**~~View all top sellers →~~**
### **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**£7.48**42 rev9mo ago](https://www.amazon.co.uk/dp/B0FX2XHZHH) [**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**£5.19**68 rev9mo ago](https://www.amazon.co.uk/dp/B0FWCN511P) [**3INA MAKEUP - The 24H Color Liquid Eyeshadow 532 - Golden brown Liquid Eyeshadow - 24H Long-Wearing Waterproof Formula**3INA**£4.56**294 rev1y ago](https://www.amazon.co.uk/dp/B0BYGXK7LH) [**Long Lasting Waterproof Liquid Matte Eyeshadow In Neutral Nude Brown - Velvet Cream Eyeshadow Makeup**NatrLuxe**£3.27**23 rev1y ago](https://www.amazon.co.uk/dp/B0F1MWXRSG) [**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.**£5.27**2,073 rev1y ago](https://www.amazon.co.uk/dp/B0DHRQZMKY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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.**£4.54**4.3★**▲ 320%**](https://www.amazon.co.uk/dp/B09JL59M8K) [**Rimmel London WonderCloud Liquid Eyeshadow 008 Thunder Grey**Rimmel**£3.93**4.0★**▲ 153%**](https://www.amazon.co.uk/dp/B08PX3KYPS) [**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**£7.48**3.5★**▲ 137%**](https://www.amazon.co.uk/dp/B0FX2XHZHH) [**3INA MAKEUP - The 24H Color Liquid Eyeshadow 532 - Golden brown Liquid Eyeshadow - 24H Long-Wearing Waterproof Formula**3INA**£4.56**4.2★**▲ 97%**](https://www.amazon.co.uk/dp/B0BYGXK7LH) [**KIKO Milano Long Lasting Liquid Eyeshadow 06 | Long-Lasting Liquid Eyeshadow**Kiko Milano**£7.90**4.2★**▲ 90%**](https://www.amazon.co.uk/dp/B08WM2NQQ4)
**~~View all trending →~~**
## **What buyers say about liquid eyeshadow**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**21%
*“Good neutral colours”*
**Value For Money**10%
*“Good value”*
**Quality-Overall**10%
*“Really pleased with this eyeshadow”*
**Durability**6%
*“Lasts all day”*
**Brightness/Shine/Glow**5%
*“Definitely brightens”*
**Ease Of Application**4%
*“Pretty and easy application”*
**Eyelash Quality**4%
*“Great creamy eye shadow”*
**Ease Of Use**4%
*“easy to use”*
**Soft Feel**4%
*“went on really smoothly”*
**Coverage**3%
*“I am pleased with coverage and colour”*
### **What buyers complain about **
**Color**9%
*“Not quite the colour pictured”*
**Moist/Dry**8%
*“A bit dry”*
**Quality-Overall**8%
*“Poor quality”*
**Durability**5%
*“needs so much pressure it feels like it might break it”*
**Value For Money**5%
*“Quite expensive for those reasons”*
**Smell**4%
*“awful smell”*
**Allergies**4%
*“causes irritation”*
**Texture/Consistency-Overall**4%
*“not a nice texture”*
**Oily/Greasy**3%
*“It sits in a greasy layer that never sets”*
**Ease Of Use**3%
*“Its difficult to use”*
### **Top return reasons **
**Color**56%
**Advertised Vs Actual Product**22%
**Smell**11%
**Moist/Dry**11%
## **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.
## **Related niches in Beauty**
- 68 [**cellulite massager**](https://flapen.com/research/uk/beauty/cellulite-massager)£199K/yr+31.0%**Worth a look**- 68 [**anti chafing stick**](https://flapen.com/research/uk/beauty/anti-chafing-stick)£446K/yr+174.2%**Worth a look**- 68 [**mens aftershave**](https://flapen.com/research/uk/beauty/mens-aftershave)£5.0M/yr+20.0%**Launch it**- 68 [**face gems**](https://flapen.com/research/uk/beauty/face-gems)£156K/yr+184.1%**Worth a look**- 68 [**england face paint**](https://flapen.com/research/uk/beauty/england-face-paint)£20K/yr>1,000%**Worth a look**- 68 [**primus aged garlic**](https://flapen.com/research/uk/beauty/primus-aged-garlic)£18K/yr+144.2%**Worth a look**[**All Beauty niches **](https://flapen.com/research/uk/beauty)