Is plum eyeliner profitable to sell on Amazon United Kingdom?

The niche generates £62K/yr across 17 tracked products. 1 of 5 products launched in the last 360 days are still selling. 90-day search growth is -2.5%. Flapen's verdict: Skip it (44/100).

How competitive is the plum eyeliner niche?

14 brands and 78 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in plum eyeliner?

Top complaints mined from reviews: Color, Durability, Ease Of Use. The return rate is 0.1%.

When does demand for plum eyeliner peak?

Demand peaks in Jul–Sep; the busiest month runs 3.2× the quietest.

What does it cost to enter the plum eyeliner niche?

Listings span £3.12–£11.47; the average listing price is £4.92 (sweet spot $15–$100). The average incumbent carries 4,508 reviews — the moat a new listing must climb.

plum eyeliner

Skip it

Prices mostly outside the sweet spot ($3.12–$11.47) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great9.1%

search→purchase rate — share of searches ending in a sale

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Competition

Okay67%

top-5 click share — leaders hold, buyers still browse

Review moat

Bad4,507.76

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-2.5%

90-day search growth — must beat 0% to launch

Market size

Bad£62K

£62K/yr · 137K searches

Avg price

Bad£4.92

avg listing price — sweet spot $15–$100

Price range

Bad£3.12–£11.47

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, plum eyeliner is a £62K/yr Amazon United Kingdom market (137K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Jul–Sep. Verdict: Skip it — 44/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

plum eyeliner market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: £62K–£74K; units × avg price
Conversion rate: 9.1%
Avg BSR: #119
Page quality: 0%
Prime: 100%
Sponsored: 76%
Out of stock: 6.7%
Avg brand age: 48 months
Avg seller age: 146 days

Competition & brand share

The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 falling

Sellers

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

67%

Top 20: 100%

Open market

20%

e.l.f.35%
Maybelline18%
Avon11%
Max Factor8%
ZoeyShine5%
Kiko Milano4%

Demand & seasonality

Weekly Amazon search volume, last 54 weeks — -2.5% search growth over the last 90 days.

Peak months: Jul, Sep · busiest ÷ quietest = 3.2×

Open Trend

Top plum eyeliner search terms

burgundy eyeliner49K/yr -14.5%7.5% conv.
plum eyeliner55K/yr -1.6%8.4% conv.
plum eyeliner for mature eyes7K/yr +114.8%8.9% conv.
burgundy eyeliner pencil7K/yr +35.4%8.7% conv.
aubergine eyeliner5K/yr -25.2%4.7% conv.
plum eyeliner pencil11K/yr -57.3%6.8% conv.
plum eyeliner waterproof4K/yr +62.6%7.9% conv.

All search terms

Top plum eyeliner 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

e.l.f. Smoky Kohl Eyeliner Eye Pencil for Creating Long-Lasting Bold High-Pigment Makeup Looks Vegan & Cruelty-Free Plum & Go

e.l.f.£3.124.4★3,836 rev

Maybelline Gell Pencil Liner Tattoo Eye Liner Quick Drying Eyeliner Waterproof & Smudge-Proof Semi-Permanent Tattoo Long-Lasting Sharpenable with Built-in Sharpener Shade: Burgundy Bliss

Maybelline£4.094.2★727 rev

Avon Glimmerstick Eyeliner Majestic Plum Soft-Glide Formula Bold and Intense Colour Waterproof Smudge-Proof Colour That Lasts All-Day Cruelty Free

Avon£4.974.5★2,231 rev

Max Factor Masterpiece Wow Liner 190 Sweet Fig 24-Hour Wear Eyeliner High Colour Payoff Waterproof and Smudgeproof Vegan

Max Factor£4.564.1★530 rev

Maybelline Tattoo Liner Gel Pencil 941 Rich Berry

Maybelline£4.454.3★1,312 rev

Newest

by launch date

Burgundy Waterproof Eyeliner Pencil Plum-Wine Shade with Smooth Retractable Gel Tip Smudge-Proof & Quick-Dry for Daily or Creative Looks

JILLICK£4.0731 rev

7mo ago

Eyeliner Pencil - Waterproof Long-Lasting Smudge-Proof Gel Eye Liner Pencils with Fine Tip for Mature Women 24hr All Day Wear Plum Eyeliner - Midnight Plum

MrDalio£3.214 rev

7mo ago

Waterproof Plum Eyeliner Pencil - Matte Finish Long-Lasting Smudge-Proof Eye Liner with Precision Sharpener Highly Pigmented Soft Glide Defines Eyes for All-Day Elegant Look (1#PLUM)

Grion£4.1335 rev

9mo ago

LOréal Paris Haute Precision Felt-Tip Liquid Eyeliner Cushioned Felt Tip Intense Colour Precise Lines Waterproof & Transfer-Proof For 24H Wear Bordeaux Cashmere

L'Oreal Paris£6.18257 rev

9mo ago

Waterproof Long-Lasting Smudge-Proof Gel Eyeliner Pen with Fine Tip for Precise Lines All Day Wear Eye Liner Pencil for Mature Women Makeup (17#Midnight Plum)

ZoeyShine£3.45118 rev

11mo ago

What buyers say about plum eyeliner

What buyers praise and complain about, mined from review topics.

What buyers love

Color37%

“its such a lovely shade”

Quality-Overall10%

“Excellent quality”

Durability7%

“Did not break”

Eyeliner Quality7%

“The eyeliner is smooth”

Value For Money6%

“at an excellent price too”

Ease Of Application6%

“Easy to apply”

Soft Feel5%

“Soft and creamy”

Eyelash Quality5%

“Nice eye liner”

Smudge Resistance3%

“stays put through the day without flaking or smudging too much”

Advertised Vs Actual Product2%

“The descriptions of the item was accurate though”

What buyers complain about

Color18%

“Only brown”

Durability13%

“terrible durability”

Ease Of Use6%

“Impossible to use”

Advertised Vs Actual Product5%

“photos are misleading”

Hard Feel5%

“Not so soft”

Ease Of Application4%

“A bit hard it snapped when apply”

Value For Money4%

“Waste of money”

Allergies4%

“Allergic reaction”

Smudge Resistance2%

“Not long wearing and it smudges”

Thickness2%

“The application brush needs to be thinner”

Top return reasons

Color53%

Defective Material/Parts8%

Soft Feel5%

Safety Standards5%

Durability5%

Size-Overall5%

Suitability Combination Skin5%

Quality-Overall3%

Functionality-Overall3%

Thickness3%

Common questions

Is plum eyeliner profitable to sell on Amazon United Kingdom?: The niche generates £62K/yr across 17 tracked products. 1 of 5 products launched in the last 360 days are still selling. 90-day search growth is -2.5%. Flapen's verdict: Skip it (44/100).
How competitive is the plum eyeliner niche?: 14 brands and 78 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in plum eyeliner?: Top complaints mined from reviews: Color, Durability, Ease Of Use. The return rate is 0.1%.
When does demand for plum eyeliner peak?: Demand peaks in Jul–Sep; the busiest month runs 3.2× the quietest.
What does it cost to enter the plum eyeliner niche?: Listings span £3.12–£11.47; the average listing price is £4.92 (sweet spot $15–$100). The average incumbent carries 4,508 reviews — the moat a new listing must climb.