Is black kohl eyeliner profitable to sell on Amazon United States?

The niche generates $36K/yr across 13 tracked products. 90-day search growth is +12.5%. Flapen's verdict: Skip it (33/100).

How competitive is the black kohl eyeliner niche?

3 brands and 79 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in black kohl eyeliner?

Top complaints mined from reviews: Smudge Resistance, Durability, Moist/Dry. The return rate is 0.5%.

What does it cost to enter the black kohl eyeliner niche?

Listings span $1.07–$9.16; the average listing price is $6.08 (sweet spot $15–$100). The average incumbent carries 46,998 reviews — the moat a new listing must climb.

black kohl eyeliner

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Conversion

Good5.6%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Growth

Okay+12.5%

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

Competition

Bad75%

top-5 click share — a locked-up shelf

Avg price

Bad$6.08

avg listing price — sweet spot $15–$100

Market size

Bad$36K

$36K/yr · 107K searches

Review moat

Bad46,997.77

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad$1.07–$9.16

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

According to Flapen's Amazon United States niche tracking, black kohl eyeliner is a $36K/yr Amazon United States market (107K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 33/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

black kohl eyeliner market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: $36K–$49K; units × avg price
Conversion rate: 5.6%
Avg BSR: #130
Page quality: 0%
Prime: 92%
Sponsored: 69%
Out of stock: 0.0%
Avg brand age: 74 months
Avg seller age: 140 days

Competition & brand share

The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

NYX PROFESSIONAL MAKEUP85%
e.l.f.11%
wet n wild3%

Top black kohl eyeliner search terms

nyx eyeliner pencil44K/yr +8.8%4.6% conv.
nyx eye pencil20K/yr +12.1%2.1% conv.
nyx pencil eyeliner7K/yr +95.6%3.5% conv.
nyx pencil6K/yr +6.6%3.1% conv.
nyx slim eye pencil5K/yr -5.7%0.6% conv.
eyeliner pencil with sharpener4K/yr +7.0%6.1% conv.
nyx waterline eyeliner3K/yr +85.1%6.2% conv.
black kohl eyeliner5K/yr -22.4%4.7% conv.
kohl pencil3K/yr +11.5%4.0% conv.
eyeliner pencil nyx3K/yr -3.9%5.7% conv.

All search terms

Top black kohl 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 13 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NYX PROFESSIONAL MAKEUP Epic Wear Liner Stick Long-Lasting Eyeliner Pencil - Pitch Black

NYX PROFESSIONAL MAKEUP$8.344.2★12,128 rev

NYX PROFESSIONAL MAKEUP Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Always Onyx Black Eyeliner

NYX PROFESSIONAL MAKEUP$6.294.5★103,040 rev

NYX PROFESSIONAL MAKEUP Vivid Rich Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Smokin Topaz Brown Eyeliner

NYX PROFESSIONAL MAKEUP$6.444.5★103,040 rev

e.l.f. Smoky Kohl Eyeliner Eye Pencil For Creating Long-Lasting Bold High-Pigmented Makeup Looks Vegan & Cruelty-Free Black Velvet

e.l.f.$3.864.4★3,865 rev

NYX PROFESSIONAL MAKEUP Jumbo Eye Pencil Blendable Eyeshadow Stick & Eyeliner Pencil - Milk (White)

NYX PROFESSIONAL MAKEUP$5.454.3★86,427 rev

Newest

by launch date

e.l.f. Smoky Kohl Eyeliner Eye Pencil For Creating Long-Lasting Bold High-Pigmented Makeup Looks Vegan & Cruelty-Free Black Velvet

e.l.f.$3.863,865 rev

1y ago

NYX PROFESSIONAL MAKEUP Epic Wear Liner Stick Long-Lasting Eyeliner Pencil - Pitch Black

NYX PROFESSIONAL MAKEUP$8.3412,128 rev

6y ago

NYX PROFESSIONAL MAKEUP Epic Wear Liner Stick Long-Lasting Eyeliner Pencil - Deepest Brown

NYX PROFESSIONAL MAKEUP$8.4312,128 rev

6y ago

e.l.f. Satin Eyeliner Pencil Smooth Glide Eyeliner For A Satin Finish Includes A Built-In Sharpener Vegan & Cruelty-Free Black

e.l.f.$4.014,056 rev

8y ago

NYX PROFESSIONAL MAKEUP Slim Lip Pencil Long-Lasting Creamy Lip Liner - Espresso

NYX PROFESSIONAL MAKEUP$5.4352,531 rev

8y ago

What buyers say about black kohl eyeliner

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

What buyers love

Color15%

“The color is vibrant”

Eyeliner Quality12%

“I like this eyeliner is a long lasting”

Quality-Overall9%

“Everything about it feels well-made and reliable, which immediately gave me confidence in the purchase”

Value For Money9%

“Great value”

Soft Feel8%

“Soft and creamy”

Ease Of Application7%

“Applies well”

Ease Of Use6%

“Easy to use”

Durability6%

“Stays on well”

Smudge Resistance4%

“it doesn't smudge”

Advertised Vs Actual Product2%

“Exactly what I wanted”

What buyers complain about

Smudge Resistance13%

“SMUDGES”

Durability12%

“Immediately broke”

Moist/Dry7%

“It is dry”

Water Resistance6%

“not water proof”

Quality-Overall6%

“Bad quality”

Eyeliner Quality5%

“This is not the best eyeliner”

Color5%

“Color looks different than described”

Allergies3%

“drying and a bit irritating,”

Ease Of Use2%

“Hard to use”

Value For Money2%

“wanted to give this a shot since its much much cheaper”

Top return reasons

Eyeliner Quality32%

Color17%

Moist/Dry9%

Advertised Vs Actual Product7%

Water Resistance5%

Functionality-Overall5%

Value For Money3%

Defective Material/Parts3%

Quality-Overall2%

Durability2%

Common questions

Is black kohl eyeliner profitable to sell on Amazon United States?: The niche generates $36K/yr across 13 tracked products. 90-day search growth is +12.5%. Flapen's verdict: Skip it (33/100).
How competitive is the black kohl eyeliner niche?: 3 brands and 79 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in black kohl eyeliner?: Top complaints mined from reviews: Smudge Resistance, Durability, Moist/Dry. The return rate is 0.5%.
What does it cost to enter the black kohl eyeliner niche?: Listings span $1.07–$9.16; the average listing price is $6.08 (sweet spot $15–$100). The average incumbent carries 46,998 reviews — the moat a new listing must climb.