mac eyeshadow
Skip itBrand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Great£16.92avg listing price — sweet spot $15–$100
Price range
Good£7.05–£37.08cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good1,314.95avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.1%search→purchase rate — share of searches ending in a sale
Market size
Bad£58K£58K/yr · 111K searches
Growth
Bad-22.8%90-day search growth — must beat 0% to launch
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, mac eyeshadow is a £58K/yr Amazon United Kingdom market (111K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 40/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
mac eyeshadow market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- £51K–£68K
- units × avg price
- Conversion rate
- 3.1%
- Avg BSR
- #209
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 55%
- Out of stock
- 17.9%
- Avg brand age
- 50 months
- Avg seller age
- 161 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
53
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
61%
Top 20: 100%
Open market
2%
- Urban Decay66%
- Bobbi Brown19%
- Max Factor4%
- Kiko Milano3%
- Laura Geller Beauty3%
- e.l.f.2%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.8% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.3×
Top mac eyeshadow search terms
- urban decay eyeshadow56K/yr
- bobbi brown eyeshadow stick17K/yr
- naked eyeshadow palette15K/yr
- urban decay eyeshadow palette10K/yr
- bobbi brown eyeshadow3K/yr
- urban decay palette6K/yr
- urban decay naked palette4K/yr
Top mac 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
URBAN DECAY NAKED 2 BASICS EYE PALETTE
Urban Decay£16.464.3★689 rev
Urban Decay Naked 3 Eyeshadow Palette 12 Rosy Hues for Increased Glow or Smoky Looks 15.6g
Urban Decay£27.904.6★3,411 rev
Bobbi Brown Long Wear Cream Shadow Stick - Moonstone Multi - Chrome For Women 0.05 oz Eye Shadow
Bobbi Brown£26.014.2★1,154 rev
BOBBI BROWN Long-Wear Cream Shadow Stick - 22 Taupe 1 6 g
Bobbi Brown£27.094.1★389 rev
Urban Decay 24/7 Moondust Eyeshadow Compact High-Impact Shimmer Supercharged Sparkle & Dazzling Glitter Finish Up to 16 Hour Wear Vegan Formula Eye Makeup Shade: Space Cowboy 1.8g
Urban Decay£13.214.6★1,345 rev
Newest
by launch date
LANDMOON Nude Mini Eyeshadow Palette 6 Colors Smoky Matte Taupe & Brown Neutral Eye Shadows Highly Pigmented Long-Lasting Waterproof Travel Size Makeup Palette with Mirror
LANDMOON£7.46253 rev
Laura Geller Beauty The Delectables 14 Multi-Finish Baked Eyeshadows - Long-Lasting Eyeshadows for Everyday (Soho Shimmers)
Laura Geller Beauty£15.764,110 rev
Urban Decay Naked Multi-Use Face Stick Creamy Buildable Cream Blush Bronzer Highlighter Stick for Cheeks Eyes and Lips Blendable Natural Finish Vegan Formula 4.3g
Urban Decay£20.8381 rev
Urban Decay Space Rider Moondust Quad Eyeshadow Palette Shimmer Shades
Urban Decay£23.5019 rev
Urban Decay Naked Palette Original Revival Iconic 12-Shade Neutral Eyeshadow Palette with Mattes Metallics and Shimmers Double-Ended Brush Included Vegan Pigmented Formula 15.6g
Urban Decay£37.0836 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★
LANDMOON Nude Mini Eyeshadow Palette 6 Colors Smoky Matte Taupe & Brown Neutral Eye Shadows Highly Pigmented Long-Lasting Waterproof Travel Size Makeup Palette with Mirror
LANDMOON£7.464.4★
Urban Decay Naked Multi-Use Face Stick Creamy Buildable Cream Blush Bronzer Highlighter Stick for Cheeks Eyes and Lips Blendable Natural Finish Vegan Formula 4.3g
Urban Decay£20.834.2★
Bobbi Brown Long Wear Cream Shadow Stick - Moonstone Multi - Chrome For Women 0.05 oz Eye Shadow
Bobbi Brown£26.014.2★
Bobbi Brown Long-Wear Cream Shadow Stick 44 Cashew 1 count (Pack of 1)
Bobbi Brown£20.924.3★
What buyers say about mac eyeshadow
What buyers praise and complain about, mined from review topics.What buyers love
“Good range of shades”
“Good quality”
“Worth the money”
“Bright and wonderful”
“application is really easy as well”
“it stays all day”
“smooth it over with my finger”
“was as expected”
“Never had a problem with UD eyeshadow”
“Creamy texture with good staying power would buy again”
What buyers complain about
“Smaller and no brush”
“It's all shiny”
“More brown than burgundy”
“Waste of money”
“Does not work does not stop smudging”
“Has caused a severe allergic reaction leading to swollen”
“It does not do what it's supposed to do at all”
“Not much coverage”
“Dried out quickly”
“Not the best considering the brand”
Top return reasons
Common questions
- Is mac eyeshadow profitable to sell on Amazon United Kingdom?
- The niche generates £58K/yr across 20 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -22.8%. Flapen's verdict: Skip it (40/100).
- How competitive is the mac eyeshadow niche?
- 7 brands and 53 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in mac eyeshadow?
- Top complaints mined from reviews: Size-Overall, Brightness/Shine/Glow, Color. The return rate is 0.7%.
- When does demand for mac eyeshadow peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 3.3× the quietest.
- What does it cost to enter the mac eyeshadow niche?
- Listings span £7.05–£37.08; the average listing price is £16.92 (sweet spot $15–$100). The average incumbent carries 1,315 reviews — the moat a new listing must climb.