---
title: "Plum Eyeliner — £62K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/plum-eyeliner"
last_updated: "2026-08-09T22:02:11.076Z"
locale: en
meta:
description: "Niche score 44/100 · £62K/yr market · 137K searches/yr · £4.92 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · £62K/yr market · 137K searches/yr · £4.92 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Plum Eyeliner — £62K/yr Amazon UK Niche (2026) - Flapen"
---
# **plum eyeliner**
**Skip it**
Prices mostly outside the sweet spot ($3.12–$11.47) — this niche doesn't clear our bar today.
Market size 15Growth 24Conversion 84Competition 29Returns 99Price range 0Avg price 14Brand share 47Review moat 25Quality gap 84
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.1%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****77%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****4,507.76**
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 ~~](https://flapen.com/research/methodology)
## **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**
**78**
**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.
7K5KSpike '25Spike '26 seasonJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jul, Sep · busiest ÷ quietest = 3.2×
[**Open Trend **](https://flapen.com/research/uk/beauty/plum-eyeliner/trend)
## **Top plum eyeliner search terms**
- **burgundy eyeliner**49K/yr-14.5%7.5% conv. - **plum eyeliner**55K/yr-1.6%8.4% conv. - **plum eyeliner for mature eyes**7K/yr+114.8%8.9% conv. - **burgundy eyeliner pencil**7K/yr+35.4%8.7% conv. - **aubergine eyeliner**5K/yr-25.2%4.7% conv. - **plum eyeliner pencil**11K/yr-57.3%6.8% conv. - **plum eyeliner waterproof**4K/yr+62.6%7.9% conv. [**All search terms **](https://flapen.com/research/uk/beauty/plum-eyeliner/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.
0%10%£6K20%£12K30%£19K40%£25K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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.**£3.12**4.4★3,836 rev](https://www.amazon.co.uk/dp/B0F2X4JXP7) [2**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**£4.09**4.2★727 rev](https://www.amazon.co.uk/dp/B0CV1FXTXP) [3**Avon Glimmerstick Eyeliner Majestic Plum Soft-Glide Formula Bold and Intense Colour Waterproof Smudge-Proof Colour That Lasts All-Day Cruelty Free**Avon**£4.97**4.5★2,231 rev](https://www.amazon.co.uk/dp/B0BZSDJMLP) [4**Max Factor Masterpiece Wow Liner 190 Sweet Fig 24-Hour Wear Eyeliner High Colour Payoff Waterproof and Smudgeproof Vegan**Max Factor**£4.56**4.1★530 rev](https://www.amazon.co.uk/dp/B0DMFV8XFF) [5**Maybelline Tattoo Liner Gel Pencil 941 Rich Berry**Maybelline**£4.45**4.3★1,312 rev](https://www.amazon.co.uk/dp/B07HCMK6MQ)
**~~View all top sellers →~~**
### **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**£4.07**31 rev7mo ago](https://www.amazon.co.uk/dp/B0G5PWJ4C6) [**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**£3.21**4 rev7mo ago](https://www.amazon.co.uk/dp/B0G3X9W6RY) [**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**£4.13**35 rev9mo ago](https://www.amazon.co.uk/dp/B0FXGX5239) [**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**£6.18**257 rev9mo ago](https://www.amazon.co.uk/dp/B0FPX85SZB) [**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**£3.45**118 rev11mo ago](https://www.amazon.co.uk/dp/B0FLYDL1M2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Burgundy Waterproof Eyeliner Pencil Plum-Wine Shade with Smooth Retractable Gel Tip Smudge-Proof & Quick-Dry for Daily or Creative Looks**JILLICK**£4.07**4.0★**▲ 269%**](https://www.amazon.co.uk/dp/B0G5PWJ4C6) [**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**£3.21**2.9★**▲ 138%**](https://www.amazon.co.uk/dp/B0G3X9W6RY) [**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**£6.18**4.3★**▲ 119%**](https://www.amazon.co.uk/dp/B0FPX85SZB) [**LAURA GELLER NEW YORK Longwear Kohl Kajal Eyeliner Pencil (Smoky Amethyst Kohl) Hydrating & Vibrant Eyeliner Pencil With Built in Sharpener For Expert Precision Glides On Effortlessly**Laura Geller Beauty**£11.47**4.3★**▲ 89%**](https://www.amazon.co.uk/dp/B08TT2CDP2) [**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.**£3.12**4.4★**▲ 63%**](https://www.amazon.co.uk/dp/B0F2X4JXP7)
**~~View all trending →~~**
## **What buyers say about plum eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**37%
*“its such a lovely shade”*
**Quality-Overall**10%
*“Excellent quality”*
**Durability**7%
*“Did not break”*
**Eyeliner Quality**7%
*“The eyeliner is smooth”*
**Value For Money**6%
*“at an excellent price too”*
**Ease Of Application**6%
*“Easy to apply”*
**Soft Feel**5%
*“Soft and creamy”*
**Eyelash Quality**5%
*“Nice eye liner”*
**Smudge Resistance**3%
*“stays put through the day without flaking or smudging too much”*
**Advertised Vs Actual Product**2%
*“The descriptions of the item was accurate though”*
### **What buyers complain about **
**Color**18%
*“Only brown”*
**Durability**13%
*“terrible durability”*
**Ease Of Use**6%
*“Impossible to use”*
**Advertised Vs Actual Product**5%
*“photos are misleading”*
**Hard Feel**5%
*“Not so soft”*
**Ease Of Application**4%
*“A bit hard it snapped when apply”*
**Value For Money**4%
*“Waste of money”*
**Allergies**4%
*“Allergic reaction”*
**Smudge Resistance**2%
*“Not long wearing and it smudges”*
**Thickness**2%
*“The application brush needs to be thinner”*
### **Top return reasons **
**Color**53%
**Defective Material/Parts**8%
**Soft Feel**5%
**Safety Standards**5%
**Durability**5%
**Size-Overall**5%
**Suitability Combination Skin**5%
**Quality-Overall**3%
**Functionality-Overall**3%
**Thickness**3%
## **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.
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