---
title: "Brown Eyeliner — $1.7M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/brown-eyeliner"
last_updated: "2026-08-10T17:23:32.069Z"
locale: en
meta:
description: "Niche score 61/100 · $1.7M/yr market · 1.4M searches/yr · $9.29 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 61/100 · $1.7M/yr market · 1.4M searches/yr · $9.29 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Brown Eyeliner — $1.7M/yr Amazon US Niche (2026) - Flapen"
---
# **brown eyeliner**
**Launch it**
A $1.7M/yr market growing +7.4% this quarter with returns at 0.6% — clears our launch bar.
Market size 91Growth 34Conversion 96Competition 58Returns 97Price range 47Avg price 27Brand share 35Review moat 12Quality gap 63
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****13.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$1.7M**
$1.7M/yr · 1.4M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****50%**
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**
**Okay****84%**
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**
**Bad****28,122.3**
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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/brown-eyeliner/trend)
## **Top brown eyeliner search terms**
- **brown eyeliner**675K/yr+8.7%11.0% conv. - **brown eyeliner pencil**263K/yr-4.4%13.1% conv. - **dark brown eyeliner**76K/yr+6.2%11.0% conv. - **revlon makeup**52K/yr+81.7%0.1% conv. - **brown eye liner**37K/yr+8.6%11.7% conv. - **eyeliner brown**38K/yr+11.6%9.1% conv. - **brown gel eyeliner**30K/yr-5.8%6.3% conv. - **brown waterproof eyeliner**24K/yr+13.0%10.4% conv. - **brown pencil eyeliner**23K/yr+5.4%10.8% conv. - **brown eyeliner waterproof**22K/yr+7.3%8.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/brown-eyeliner/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.
0%4%$70K8%$139K12%$209K16%$279K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 202 Black Brown 0.01 oz**REVLON**$6.50**4.5★51,636 rev](https://www.amazon.com/dp/B000H3I2JG) [2**NYX PROFESSIONAL MAKEUP Vivid Rich Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Smokin Topaz Brown Eyeliner**NYX PROFESSIONAL MAKEUP**$6.44**4.5★103,040 rev](https://www.amazon.com/dp/B005G9E9FW) [3**e.l.f. No Budge Retractable Eyeliner Creamy Ultra-Pigmented & Waterproof Creates Bold & Defined Lines Vegan & Cruelty-Free Coffee**e.l.f.**$5.74**4.4★34,544 rev](https://www.amazon.com/dp/B07X7KMGBX) [4**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**$2.28**4.4★39,590 rev](https://www.amazon.com/dp/B082YPSZHT) [5**Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 203 Brown 0.01 oz**REVLON**$7.05**4.5★51,636 rev](https://www.amazon.com/dp/B000H3EO34)
**~~View all top sellers →~~**
### **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**$9.07**314 rev7mo ago](https://www.amazon.com/dp/B0FTTB3S6D) [**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.**$3.84**3,865 rev1y ago](https://www.amazon.com/dp/B0F2WXQZ9W) [**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.**$7.77**13,099 rev1y ago](https://www.amazon.com/dp/B0F2XCM5LQ) [**NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Dark Chocolate (Dark Brown Matte)**NYX PROFESSIONAL MAKEUP**$9.46**106,718 rev2y ago](https://www.amazon.com/dp/B0D19QGKQ4) [**NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Milk Chocolate (Brown Matte)**NYX PROFESSIONAL MAKEUP**$9.42**106,718 rev2y ago](https://www.amazon.com/dp/B0D1B8SWM2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$9.07**3.9★**▲ 184%**](https://www.amazon.com/dp/B0FTTB3S6D) [**NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Milk Chocolate (Brown Matte)**NYX PROFESSIONAL MAKEUP**$9.42**4.5★**▲ 148%**](https://www.amazon.com/dp/B0D1B8SWM2) [**Bobbi Brown Long-Wear Cream Liner Stick | 24-Hour Waterproof Smudge-Proof Eyeliner with Fine Tip and Built-In Sharpener | Creamy Matte Finish for Smokey Eye Makeup Rich Chocolate 0.03 Ounce**Bobbi Brown**$27.54**4.4★**▲ 133%**](https://www.amazon.com/dp/B0D6H17KFZ) [**Wonderskin Eyeliner Pencil 1440 Longwear Brown Eyeliner Pencil - Waterproof Sharpenable & Smudge Proof (Kalamata)**Wonderskin**$16.93**3.7★**▲ 123%**](https://www.amazon.com/dp/B0BSR4GDGH) [**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.**$7.77**4.5★**▲ 92%**](https://www.amazon.com/dp/B0F2XCM5LQ)
**~~View all trending →~~**
## **What buyers say about brown eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**17%
*“Color is accurate”*
**Eyeliner Quality**13%
*“Great eyeliner and it really stays on a long time”*
**Quality-Overall**9%
*“Color quality is great”*
**Durability**8%
*“It stays on all day”*
**Value For Money**7%
*“Awesome price”*
**Ease Of Application**7%
*“Easiest to apply”*
**Soft Feel**6%
*“Very soft”*
**Smudge Resistance**5%
*“lasts all day without smudging”*
**Ease Of Use**4%
*“Easy to use”*
**Advertised Vs Actual Product**3%
*“As described”*
### **What buyers complain about **
**Durability**18%
*“Does NOT last”*
**Smudge Resistance**8%
*“Tends to smudge”*
**Eyeliner Quality**8%
*“Horrible eyeliner”*
**Value For Money**7%
*“Not Worth The Price”*
**Color**6%
*“Little dark”*
**Moist/Dry**5%
*“Dried out”*
**Advertised Vs Actual Product**5%
*“Deceptive advertising”*
**Water Resistance**4%
*“it is not smudge proof or waterproof”*
**Quality-Overall**4%
*“Bad quality”*
**Functionality-Overall**3%
*“Doesnt work”*
### **Top return reasons **
**Eyeliner Quality**32%
**Color**27%
**Advertised Vs Actual Product**8%
**Functionality-Overall**5%
**Moist/Dry**4%
**Water Resistance**3%
**Durability**3%
**Defective Material/Parts**3%
**Value For Money**2%
**Product Condition**2%
## **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.
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