---
title: "Burts Bees Eyeliner — $152K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/burts-bees-eyeliner"
last_updated: "2026-08-10T08:07:49.182Z"
locale: en
meta:
description: "Niche score 44/100 · $152K/yr market · 61K searches/yr · $16.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $152K/yr market · 61K searches/yr · $16.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Burts Bees Eyeliner — $152K/yr Amazon US Niche (2026) - Flapen"
---
# **burts bees eyeliner**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 32Growth 23Conversion 97Competition 4Returns 96Price range 63Avg price 80Brand share 0Review moat 25Quality gap 80
**Conversion**
**Incredible****14.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Great****$16.90**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$10.00–$23.53**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****$152K**
$152K/yr · 61K searches
**Review moat**
**Bad****4,476.14**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-4.3%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****96%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
2K2KSpike '26Mar '26Mar '26Apr '26May '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/burts-bees-eyeliner/trend)
## **Top burts bees eyeliner search terms**
- **burts bees mascara**23K/yr-4.0%11.9% conv. - **burts bees eyeliner**23K/yr-15.6%9.3% conv. - **burts bees mascara brown**3K/yr+39.1%11.2% conv. - **burts bees mascara black brown**3K/yr+154.4%16.7% conv. - **burts bees eye liner**3K/yr-16.7%10.9% conv. - **burts bees mascara black**4K/yr-42.7%26.8% conv. - **burts bees eyeliner brown**3K/yr-2.2%10.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/burts-bees-eyeliner/search-terms)
## **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.
0%15%$23K30%$46K45%$68K60%$91K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 7 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mascara Burts Bees Lengthens Lashes 100% Natural Makeup Classic Black**Burt's Bees**$12.82**4.2★3,773 rev](https://www.amazon.com/dp/B073WZPJ1V) [2**Burts Bees Nourishing Eyeliner Soft Black - 0.04 Ounce**Burt's Bees**$10.00**4.5★1,583 rev](https://www.amazon.com/dp/B073X2GCRD) [3**Burts Bees 100% Natural Nourishing Mascara Black Brown - 0.4 Ounce (Pack of 2)**Burt's Bees**$23.53**4.3★256 rev](https://www.amazon.com/dp/B0793GM21H) [4**Burts Bees 100% Natural Nourishing Mascara Classic Black - 0.4 Ounce (Pack of 2)**Burt's Bees**$22.05**4.1★4,404 rev](https://www.amazon.com/dp/B0793FBHPB) [5**Burts Bees Nourishing Eyeliner Warm Brown - 0.04 Ounce**Burt's Bees**$14.58**4.4★1,339 rev](https://www.amazon.com/dp/B073WZPJB6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Burts Bees 100% Natural Origin All Aflutter Multi-Benefit Mascara Classic Black 0.32 Ounce**Burt's Bees**$16.57**299 rev6y ago](https://www.amazon.com/dp/B07G1WK6P9) [**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**$18.77**19,679 rev8y ago](https://www.amazon.com/dp/B07F462B2D) [**Burts Bees 100% Natural Nourishing Mascara Black Brown - 0.4 Ounce (Pack of 2)**Burt's Bees**$23.53**256 rev8y ago](https://www.amazon.com/dp/B0793GM21H) [**Burts Bees 100% Natural Nourishing Mascara Classic Black - 0.4 Ounce (Pack of 2)**Burt's Bees**$22.05**4,404 rev8y ago](https://www.amazon.com/dp/B0793FBHPB) [**Mascara Burts Bees Lengthens Lashes 100% Natural Makeup Classic Black**Burt's Bees**$12.82**3,773 rev9y ago](https://www.amazon.com/dp/B073WZPJ1V)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Burts Bees 100% Natural Nourishing Mascara Classic Black - 0.4 Ounce (Pack of 2)**Burt's Bees**$22.05**4.1★**▲ 88%**](https://www.amazon.com/dp/B0793FBHPB) [**Burts Bees Nourishing Eyeliner Warm Brown - 0.04 Ounce**Burt's Bees**$14.58**4.4★**▲ 45%**](https://www.amazon.com/dp/B073WZPJB6) [**Burts Bees 100% Natural Nourishing Mascara Black Brown - 0.4 Ounce (Pack of 2)**Burt's Bees**$23.53**4.3★**▲ 38%**](https://www.amazon.com/dp/B0793GM21H) [**Mascara Burts Bees Lengthens Lashes 100% Natural Makeup Classic Black**Burt's Bees**$12.82**4.2★**— 8%**](https://www.amazon.com/dp/B073WZPJ1V) [**Burts Bees Nourishing Eyeliner Soft Black - 0.04 Ounce**Burt's Bees**$10.00**4.5★**▼ 15%**](https://www.amazon.com/dp/B073X2GCRD)
**~~View all trending →~~**
## **What buyers say about burts bees eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyelash Quality**25%
*“Excellent with primer and mascara”*
**Quality-Overall**15%
*“Excellent quality, I love this clean Brand”*
**Ingredients-Overall**9%
*“has clean ingredients”*
**Ease Of Use**4%
*“It's easy to use”*
**Value For Money**4%
*“Great value for the money”*
**Soft Feel**3%
*“It goes on smoothly”*
**Ease Of Application**3%
*“Applies easily”*
**Durability**3%
*“overall holds up well”*
**Cleansing**3%
*“has clean ingredients”*
**Color**3%
*“The color is nice”*
### **What buyers complain about **
**Moist/Dry**15%
*“Dried”*
**Eyelash Quality**11%
*“cannot wear black mascara”*
**Allergies**10%
*“Allergic reaction”*
**Smudge Resistance**8%
*“It does smudge a bit”*
**Sensitivity-Overall**6%
*“I dont think this mascara is good for sensitive eyes”*
**Ease Of Application**5%
*“did not apply easily”*
**Jamming/Clogging**4%
*“Horrible Clumping”*
**Ease Of Use**4%
*“Im disappointed with the removal process”*
**Cleansing**3%
*“Literally need to clean it up every hour”*
**Water Resistance**3%
*“Not waterproof”*
### **Top return reasons **
**Moist/Dry**21%
**Eyeliner Quality**11%
**Advertised Vs Actual Product**10%
**Color**9%
**Functionality-Overall**9%
**Eyelash Quality**5%
**Product Condition**3%
**Value For Money**3%
**Defective Material/Parts**3%
**Quality-Overall**3%
## **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.
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