Is white eyeliner profitable to sell on Amazon United Kingdom?

The niche generates £86K/yr across 9 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (40/100).

How competitive is the white eyeliner niche?

8 brands and 49 sellers compete. The top 5 products take 87% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in white eyeliner?

Top complaints mined from reviews: Texture/Consistency-Overall, Allergies, Suitability Combination Skin. The return rate is 0.1%.

When does demand for white eyeliner peak?

Demand peaks in Oct–Nov; the busiest month runs 1.8× the quietest.

What does it cost to enter the white eyeliner niche?

Listings span £2.05–£7.59; the average listing price is £3.91 (sweet spot $15–$100). The average incumbent carries 21,059 reviews — the moat a new listing must climb.

white eyeliner

Skip it

Prices mostly outside the sweet spot ($2.05–$7.59) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Incredible18.2%

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Growth

Okay+0.8%

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

Market size

Bad£86K

£86K/yr · 120K searches

Brand share

Bad91%

top-5 brand share — brand-locked demand

Review moat

Bad21,058.89

avg incumbent reviews — the moat a new listing must climb

Competition

Bad87%

top-5 click share — a locked-up shelf

Avg price

Bad£3.91

avg listing price — sweet spot $15–$100

Price range

Bad£2.05–£7.59

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

According to Flapen's Amazon United Kingdom niche tracking, white eyeliner is a £86K/yr Amazon United Kingdom market (120K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 40/100.

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

white eyeliner market data

Units sold / yr: 20K–25K; avg 1,500–2,000/product
Revenue / yr: £78K–£98K; units × avg price
Conversion rate: 18.2%
Avg BSR: #53
Page quality: 0%
Prime: 100%
Sponsored: 78%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 151 days

Competition & brand share

The top 5 products capture 87% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

87%

Top 20: 100%

Open market

Rimmel63%
e.l.f.10%
Wet n Wild7%
Maybelline7%
NYX PROFESSIONAL MAKEUP4%
FREEORR4%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.8% search growth over the last 90 days.

Peak months: Oct, Nov · busiest ÷ quietest = 1.8×

Open Trend

Top white eyeliner search terms

white eyeliner pencil61K/yr +9.5%19.0% conv.
white eyeliner44K/yr -12.0%12.1% conv.
white eye pencil6K/yr +2.0%13.6% conv.
white waterline eye pencil3K/yr +15.2%12.3% conv.
white eye liner3K/yr +8.7%14.9% conv.
white liner3K/yr +4.6%9.5% conv.

All search terms

Top white 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 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Rimmel Soft Kohl Kajal Professional Eyeliner Pencil Intense Long-Lasting Colour Up to 12 Hours Wear Smudge Proof 1.2 grams Pure White

Rimmel£2.374.4★40,683 rev

Rimmel Scandaleyes Exaggerate Eye Definer 005 Snow White 0.35g

Rimmel£3.514.5★13,256 rev

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

e.l.f.£3.194.4★3,836 rev

Wet n Wild Color Icon Kohl Eyeliner Pencil Eyeliner and Pencil for Eye-Makeup with an Intense and Hyper-pigmented Effect Soft Creamy and Easy-to-use Formula Youre Always White!

Wet n Wild£2.054.1★4,000 rev

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

Maybelline£4.064.3★16,666 rev

Newest

by launch date

3PCS White Eyeliner Pencils Soft Highlighter Gel Eyeliner Pencil White Pencil for Skin Marking Highlighter Waterproof Eyeli/ner Penc/ils Wh/ite Eyel/iner Pe/ncil Professional E/ye Liner Pen

OKMINI£3.4233 rev

12mo ago

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

e.l.f.£3.193,836 rev

1y ago

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

Maybelline£4.0616,666 rev

3y ago

Rimmel Scandaleyes Exaggerate Eye Definer 005 Snow White 0.35g

Rimmel£3.5113,256 rev

5y ago

3INA MAKEUP - The Color Pen Eyeliner 100 - White Liquid Eyeliner 10h Longwear - Precise Felt Tip Matte Liner for Sensitive Eyes

3INA£7.591,920 rev

5y ago

What buyers say about white eyeliner

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

What buyers love

Value For Money23%

“Great value for money”

Eyeliner Quality17%

“Good eyeliner”

Quality-Overall14%

“Good quality”

Advertised Vs Actual Product12%

“Does what it does”

Durability7%

“Beautiful and stay longer”

Hair Removal7%

“Mrs A. Love these great for laser hair removal drawing up on the body”

Color6%

“bright colour”

Ease Of Application4%

“Smooth application, bright colour and easy to use”

Soft Feel2%

“Soft and therefore comfortable to apply”

Texture/Consistency-Overall2%

“the texture is kind of hard yet creamy”

What buyers complain about

Texture/Consistency-Overall18%

“Not intense, Not Creamy, Not easy to apply and lumpy when it finally does go on the skin - Threw it away”

Allergies14%

“I can still feel irritation”

Suitability Combination Skin14%

“Not great on older skin”

Durability14%

“its starting to fade so I would only use this for a different reason not for my eyelids”

Product Condition14%

“This item has been used it wasn't even sealed”

Paint Quality7%

“Super waxy, no pigment”

Moist/Dry7%

“Did not say its Wet n Wild”

Top return reasons

Skin Health33%

Functionality-Overall33%

Eyeliner Quality33%

Common questions

Is white eyeliner profitable to sell on Amazon United Kingdom?: The niche generates £86K/yr across 9 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Skip it (40/100).
How competitive is the white eyeliner niche?: 8 brands and 49 sellers compete. The top 5 products take 87% of clicks and top 5 brands hold 91% of demand.
What do buyers complain about in white eyeliner?: Top complaints mined from reviews: Texture/Consistency-Overall, Allergies, Suitability Combination Skin. The return rate is 0.1%.
When does demand for white eyeliner peak?: Demand peaks in Oct–Nov; the busiest month runs 1.8× the quietest.
What does it cost to enter the white eyeliner niche?: Listings span £2.05–£7.59; the average listing price is £3.91 (sweet spot $15–$100). The average incumbent carries 21,059 reviews — the moat a new listing must climb.