brown liquid eyeliner
Worth a lookShows low returns (0.7%), but a deep review moat (21,975 avg reviews) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Incredible13.6%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Good$369K$369K/yr · 292K searches
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Price range
Okay$3.28–$24.41cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay79%top-5 brand share — brands hold most of the demand
Growth
Okay+2.8%90-day search growth — must beat 0% to launch
Avg price
Okay$9.26avg listing price — sweet spot $15–$100
Review moat
Bad21,974.65avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, brown liquid eyeliner is a $369K/yr Amazon United States market (292K searches/yr). The top 5 brands hold 79% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
brown liquid eyeliner market data
- Units sold / yr
- 30K–40K
- avg 1,500–2,000/product
- Revenue / yr
- $278K–$370K
- units × avg price
- Conversion rate
- 13.6%
- Avg BSR
- #55
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 65%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 134 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
14 flat
Sellers
121
Top-5 brand share
79%
Top 20: 100%
Top-5 click share
55%
Top 20: 97%
Open market
16%
- NYX PROFESSIONAL MAKEUP23%
- e.l.f.19%
- wet n wild16%
- MAYBELLINE10%
- COVERGIRL10%
- stila5%
- Open — no brand owns it (8 brands, 16%)
Demand & seasonality
Weekly Amazon search volume, last 103 weeks — +2.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top brown liquid eyeliner search terms
- brown liquid eyeliner114K/yr
- brown eyeliner liquid39K/yr
- brown liquid eyeliner waterproof21K/yr
- dark brown liquid eyeliner16K/yr
- liquid eyeliner brown18K/yr
- liquid brown eyeliner14K/yr
- brown eyeliner pen13K/yr
- covergirl liquid eyeliner10K/yr
- light brown liquid eyeliner9K/yr
- brown liquid liner6K/yr
Top brown liquid 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.
All 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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.$7.774.5★13,099 rev
NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Dark Chocolate (Dark Brown Matte)
NYX PROFESSIONAL MAKEUP$9.464.5★106,718 rev
wet n wild MegaLiner Liquid Eyeliner - Dark Brown
wet n wild$3.284.4★12,910 rev
Covergirl Perfect Point Plus Liquid Eyeliner Espresso .08 Fl. Oz.
COVERGIRL$6.544.5★1,259 rev
NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Milk Chocolate (Brown Matte)
NYX PROFESSIONAL MAKEUP$9.424.5★106,718 rev
Newest
by launch date
LOreal Paris Haute Precision Waterproof Liquid Eyeliner Smudge-Proof Eye Liner with Micro-Tip for up to 28HR Eye Makeup Wear 020 Brown Leather
L'Oreal Paris$11.13505 rev
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
MAYBELLINE Tattoo Studio Dip-Ink Liquid Eyeliner Waterproof Eyeliner With Up to 24 Hour Wear Brown Expression 1 Count
MAYBELLINE$7.801,129 rev
JUDYDOLL Ultra-Fine Liquid Eyeliner-Precision Tip for Wing Line Smudge-Proof Quick-Drying Waterproof Easy to Get Inner Corner Lined Hooded Eyes-Friendly (#2 Deep Brown)
JUDYDOLL$12.72392 rev
essence | Lash Princess Liner Brown | Smudge Proof Matte Eyeliner with Ultra-Fine Brush Tip | Vegan & Cruelty Free
Essence Cosmetics$4.72480 rev
Trending
90-day click momentumJUDYDOLL Ultra-Fine Liquid Eyeliner-Precision Tip for Wing Line Smudge-Proof Quick-Drying Waterproof Easy to Get Inner Corner Lined Hooded Eyes-Friendly (#2 Deep Brown)
JUDYDOLL$12.724.4★
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.$7.774.5★
NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Milk Chocolate (Brown Matte)
NYX PROFESSIONAL MAKEUP$9.424.5★
e.l.f. Liquid Eyeliner High-pigment Liquid Eyeliner With Extra-Fine Brush Tip Easy Glide Smudge-proof Formula Jet Black
e.l.f.$3.754.6★
tarte double take eyeliner 2-in-1 Liquid & Gel Eyeliner for Bold All-Day Wear Waterproof Easy to Apply Vegan Cruelty-Free full size brown
tarte$24.414.4★
What buyers say about brown liquid eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Best eyeliner”
“Great color”
“Excellent Product”
“Good price”
“Ease of use”
“stays on well for most of the day”
“smooth application”
“lasts all day without smudging”
“it is soft”
“Perfect for a subtle, natural eye look, can get very close to the lash line”
What buyers complain about
“it is dry”
“Color Is Off”
“breaks when ever I use it”
“smears easily not happy”
“Not good quality”
“this eyeliner does not stay put on me”
“sometimes it drips everywhere”
“Very disappointing especially at this price point”
“I cant use it”
“Its alright hard to get the line thickness exact”
Top return reasons
Common questions
- Is brown liquid eyeliner profitable to sell on Amazon United States?
- The niche generates $369K/yr across 23 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +2.8%. Flapen's verdict: Worth a look (54/100).
- How competitive is the brown liquid eyeliner niche?
- 14 brands and 121 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 79% of demand.
- What do buyers complain about in brown liquid eyeliner?
- Top complaints mined from reviews: Moist/Dry, Color, Durability. The return rate is 0.7%.
- When does demand for brown liquid eyeliner peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the brown liquid eyeliner niche?
- Listings span $3.28–$24.41; the average listing price is $9.26 (sweet spot $15–$100). The average incumbent carries 21,975 reviews — the moat a new listing must climb.