burts bees eyeliner
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible14.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Great$16.90avg listing price — sweet spot $15–$100
Price range
Good$10.00–$23.53cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$152K$152K/yr · 61K searches
Review moat
Bad4,476.14avg incumbent reviews — the moat a new listing must climb
Growth
Bad-4.3%90-day search growth — must beat 0% to launch
Competition
Bad96%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, burts bees eyeliner is a $152K/yr Amazon United States market (61K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 44/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
burts bees eyeliner market data
- Units sold / yr
- 6K–8K
- avg 500–750/product
- Revenue / yr
- $101K–$135K
- units × avg price
- Conversion rate
- 14.8%
- Avg BSR
- #571
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 14%
- Out of stock
- 2.8%
- Avg brand age
- 115 months
- Avg seller age
- 134 days
Competition & brand share
The top 5 products capture 96% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
33
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
96%
Top 20: 100%
Open market
0%
- Burt's Bees98%
- Honest Beauty2%
Demand
Weekly Amazon search volume, last 20 weeks — -4.3% search growth over the last 90 days.Top burts bees eyeliner search terms
- burts bees mascara23K/yr
- burts bees eyeliner23K/yr
- burts bees mascara brown3K/yr
- burts bees mascara black brown3K/yr
- burts bees eye liner3K/yr
- burts bees mascara black4K/yr
- burts bees eyeliner brown3K/yr
Top burts bees 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 7 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mascara Burts Bees Lengthens Lashes 100% Natural Makeup Classic Black
Burt's Bees$12.824.2★3,773 rev
Burts Bees Nourishing Eyeliner Soft Black - 0.04 Ounce
Burt's Bees$10.004.5★1,583 rev
Burts Bees 100% Natural Nourishing Mascara Black Brown - 0.4 Ounce (Pack of 2)
Burt's Bees$23.534.3★256 rev
Burts Bees 100% Natural Nourishing Mascara Classic Black - 0.4 Ounce (Pack of 2)
Burt's Bees$22.054.1★4,404 rev
Burts Bees Nourishing Eyeliner Warm Brown - 0.04 Ounce
Burt's Bees$14.584.4★1,339 rev
Newest
by launch date
Burts Bees 100% Natural Origin All Aflutter Multi-Benefit Mascara Classic Black 0.32 Ounce
Burt's Bees$16.57299 rev
Honest Beauty 2-in-1 Extreme Length Clean Mascara + Lash Primer | Lengthening + Volumizing | Cruelty Free + Safe for Sensitive Eyes | Black .27 fl oz
Honest Beauty$18.7719,679 rev
Burts Bees 100% Natural Nourishing Mascara Black Brown - 0.4 Ounce (Pack of 2)
Burt's Bees$23.53256 rev
Burts Bees 100% Natural Nourishing Mascara Classic Black - 0.4 Ounce (Pack of 2)
Burt's Bees$22.054,404 rev
Mascara Burts Bees Lengthens Lashes 100% Natural Makeup Classic Black
Burt's Bees$12.823,773 rev
Trending
90-day click momentumBurts Bees 100% Natural Nourishing Mascara Classic Black - 0.4 Ounce (Pack of 2)
Burt's Bees$22.054.1★
Burts Bees Nourishing Eyeliner Warm Brown - 0.04 Ounce
Burt's Bees$14.584.4★
Burts Bees 100% Natural Nourishing Mascara Black Brown - 0.4 Ounce (Pack of 2)
Burt's Bees$23.534.3★
Mascara Burts Bees Lengthens Lashes 100% Natural Makeup Classic Black
Burt's Bees$12.824.2★
Burts Bees Nourishing Eyeliner Soft Black - 0.04 Ounce
Burt's Bees$10.004.5★
What buyers say about burts bees eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent with primer and mascara”
“Excellent quality, I love this clean Brand”
“has clean ingredients”
“It's easy to use”
“Great value for the money”
“It goes on smoothly”
“Applies easily”
“overall holds up well”
“has clean ingredients”
“The color is nice”
What buyers complain about
“Dried”
“cannot wear black mascara”
“Allergic reaction”
“It does smudge a bit”
“I dont think this mascara is good for sensitive eyes”
“did not apply easily”
“Horrible Clumping”
“Im disappointed with the removal process”
“Literally need to clean it up every hour”
“Not waterproof”
Top return reasons
Common questions
- Is burts bees eyeliner profitable to sell on Amazon United States?
- The niche generates $152K/yr across 7 tracked products. 90-day search growth is -4.3%. Flapen's verdict: Skip it (44/100).
- How competitive is the burts bees eyeliner niche?
- 2 brands and 33 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in burts bees eyeliner?
- Top complaints mined from reviews: Moist/Dry, Eyelash Quality, Allergies. The return rate is 0.9%.
- What does it cost to enter the burts bees eyeliner niche?
- Listings span $10.00–$23.53; the average listing price is $16.90 (sweet spot $15–$100). The average incumbent carries 4,476 reviews — the moat a new listing must climb.