Is brown eyeliner profitable to sell on Amazon United States?

The niche generates $1.7M/yr across 30 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +7.4%. Flapen's verdict: Launch it (61/100).

How competitive is the brown eyeliner niche?

14 brands and 116 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in brown eyeliner?

Top complaints mined from reviews: Durability, Smudge Resistance, Eyeliner Quality. The return rate is 0.6%.

When does demand for brown eyeliner peak?

Demand peaks in Jan–Feb; the busiest month runs 2.5× the quietest.

What does it cost to enter the brown eyeliner niche?

Listings span $1.04–$27.54; the average listing price is $9.29 (sweet spot $15–$100). The average incumbent carries 28,122 reviews — the moat a new listing must climb.

brown eyeliner

Launch it

A $1.7M/yr market growing +7.4% this quarter with returns at 0.6% — clears our launch bar.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Conversion

Incredible13.4%

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

Market size

Great$1.7M

$1.7M/yr · 1.4M searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Good50%

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

Price range

Okay$1.04–$27.54

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

Brand share

Okay84%

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

Growth

Okay+7.4%

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

Avg price

Okay$9.29

avg listing price — sweet spot $15–$100

Review moat

Bad28,122.3

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, brown eyeliner is a $1.7M/yr Amazon United States market (1.4M searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Jan–Feb. Verdict: Launch it — 61/100.

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

brown eyeliner market data

Units sold / yr: 150K–200K; avg 5,000–6,000/product
Revenue / yr: $1.4M–$1.9M; units × avg price
Conversion rate: 13.4%
Avg BSR: #21
Page quality: 0%
Prime: 100%
Sponsored: 70%
Out of stock: 0.0%
Avg brand age: 65 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 rising

Sellers

116

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

50%

Top 20: 90%

Open market

12%

REVLON25%
wet n wild20%
NYX PROFESSIONAL MAKEUP18%
e.l.f.15%
MAYBELLINE6%
L'Oreal Paris4%
Open — no brand owns it (8 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +7.4% search growth over the last 90 days.

Peak months: Jan, Feb · busiest ÷ quietest = 2.5×

Open Trend

Top brown eyeliner search terms

brown eyeliner675K/yr +8.7%11.0% conv.
brown eyeliner pencil263K/yr -4.4%13.1% conv.
dark brown eyeliner76K/yr +6.2%11.0% conv.
revlon makeup52K/yr +81.7%0.1% conv.
brown eye liner37K/yr +8.6%11.7% conv.
eyeliner brown38K/yr +11.6%9.1% conv.
brown gel eyeliner30K/yr -5.8%6.3% conv.
brown waterproof eyeliner24K/yr +13.0%10.4% conv.
brown pencil eyeliner23K/yr +5.4%10.8% conv.
brown eyeliner waterproof22K/yr +7.3%8.5% conv.

All search terms

Top brown 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 202 Black Brown 0.01 oz

REVLON$6.504.5★51,636 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. No Budge Retractable Eyeliner Creamy Ultra-Pigmented & Waterproof Creates Bold & Defined Lines Vegan & Cruelty-Free Coffee

e.l.f.$5.744.4★34,544 rev

wet n wild Mega Last Breakup Proof Waterproof Retractable Gel Eyeliner - Ultra Pigmented 16-Hour Long Wear Smudge Proof Satin Finish Formula Cruelty-Free & Vegan - Dark Brown

wet n wild$2.284.4★39,590 rev

Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 203 Brown 0.01 oz

REVLON$7.054.5★51,636 rev

Newest

by launch date

MAYBELLINE Sculpting Stix 2-in-1 Eyeliner Dual Ended Brown Eye Liner With Up to 24HR Wear Smudge and Sweat-Resistant Eye Makeup Formula Smooth Espresso 1 Count

MAYBELLINE$9.07314 rev

7mo ago

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

e.l.f.$3.843,865 rev

1y ago

e.l.f. H2O Proof Eyeliner Pen Felt Tip Waterproof Long-Lasting High-Pigmented Liner For Bold Looks Vegan & Cruelty-Free Deep Brown

e.l.f.$7.7713,099 rev

1y ago

NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Dark Chocolate (Dark Brown Matte)

NYX PROFESSIONAL MAKEUP$9.46106,718 rev

2y ago

NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Milk Chocolate (Brown Matte)

NYX PROFESSIONAL MAKEUP$9.42106,718 rev

2y ago

What buyers say about brown eyeliner

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

What buyers love

Color17%

“Color is accurate”

Eyeliner Quality13%

“Great eyeliner and it really stays on a long time”

Quality-Overall9%

“Color quality is great”

Durability8%

“It stays on all day”

Value For Money7%

“Awesome price”

Ease Of Application7%

“Easiest to apply”

Soft Feel6%

“Very soft”

Smudge Resistance5%

“lasts all day without smudging”

Ease Of Use4%

“Easy to use”

Advertised Vs Actual Product3%

“As described”

What buyers complain about

Durability18%

“Does NOT last”

Smudge Resistance8%

“Tends to smudge”

Eyeliner Quality8%

“Horrible eyeliner”

Value For Money7%

“Not Worth The Price”

Color6%

“Little dark”

Moist/Dry5%

“Dried out”

Advertised Vs Actual Product5%

“Deceptive advertising”

Water Resistance4%

“it is not smudge proof or waterproof”

Quality-Overall4%

“Bad quality”

Functionality-Overall3%

“Doesnt work”

Top return reasons

Eyeliner Quality32%

Color27%

Advertised Vs Actual Product8%

Functionality-Overall5%

Moist/Dry4%

Water Resistance3%

Durability3%

Defective Material/Parts3%

Value For Money2%

Product Condition2%

Common questions

Is brown eyeliner profitable to sell on Amazon United States?: The niche generates $1.7M/yr across 30 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +7.4%. Flapen's verdict: Launch it (61/100).
How competitive is the brown eyeliner niche?: 14 brands and 116 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in brown eyeliner?: Top complaints mined from reviews: Durability, Smudge Resistance, Eyeliner Quality. The return rate is 0.6%.
When does demand for brown eyeliner peak?: Demand peaks in Jan–Feb; the busiest month runs 2.5× the quietest.
What does it cost to enter the brown eyeliner niche?: Listings span $1.04–$27.54; the average listing price is $9.29 (sweet spot $15–$100). The average incumbent carries 28,122 reviews — the moat a new listing must climb.