easy eyeliner
Worth a lookShows low returns (0.5%), but brand-locked demand (top 5 brands take 99% of clicks) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great11.2%search→purchase rate — share of searches ending in a sale
Competition
Great39%top-5 click share — an open shelf
Market size
Good$766K$766K/yr · 685K searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay$3.75–$25.57cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$9.96avg listing price — sweet spot $15–$100
Growth
Bad-2.6%90-day search growth — must beat 0% to launch
Review moat
Bad13,631.21avg incumbent reviews — the moat a new listing must climb
Brand share
Bad99%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, easy eyeliner is a $766K/yr Amazon United States market (685K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Jul. Verdict: Worth a look — 55/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
easy eyeliner market data
- Units sold / yr
- 80K–100K
- avg 1,500–2,000/product
- Revenue / yr
- $797K–$996K
- units × avg price
- Conversion rate
- 11.2%
- Avg BSR
- #77
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 26%
- Out of stock
- 0.3%
- Avg brand age
- 69 months
- Avg seller age
- 137 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
6 falling
Sellers
169
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
39%
Top 20: 78%
Open market
0%
- L'Oreal Paris73%
- e.l.f.11%
- MAYBELLINE7%
- REVLON7%
- Essence Cosmetics1%
- Clinique1%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.6% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 1.7×
Top easy eyeliner search terms
- loreal eyeliner197K/yr
- loreal infallible eyeliner95K/yr
- elf liquid eyeliner57K/yr
- loreal liquid eyeliner47K/yr
- maybelline liquid eyeliner48K/yr
- infallible eyeliner35K/yr
- revlon liquid eyeliner25K/yr
- maybelline ultra liner waterproof liquid eyeliner35K/yr
- loreal eyeliner pencil21K/yr
- loreal eye liner21K/yr
Top easy 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LOreal Paris Makeup Infallible Never Fail Original Mechanical Pencil Eyeliner with Built in Sharpener Black 0.008 oz. 1 Count
L'Oreal Paris$9.124.5★26,280 rev
LOreal Paris Makeup Lineur Intense Brush Tip Liquid Eyeliner Black 0.24 fl oz.
L'Oreal Paris$8.814.5★4,042 rev
LOreal Paris Makeup Infallible Super Slim Long-Lasting Liquid Eyeliner Ultra-Fine Felt Tip Quick Drying Formula Glides on Smoothly Black Pack of 1
L'Oreal Paris$8.844.4★9,661 rev
LOreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil Smudge-Resistant Waterproof Eye Makeup with Up to 36HR Wear Brown Denim 0.01 Oz
L'Oreal Paris$9.504.5★5,585 rev
LOreal Paris Makeup Infallible Never Fail Original Mechanical Pencil Eyeliner with Built in Sharpener Black Brown 0.008 oz. 1 Count
L'Oreal Paris$8.864.5★26,280 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 010 Black Silk
L'Oreal Paris$11.06505 rev
MAYBELLINE Tattoo Studio Dip-Ink Liquid Eyeliner Waterproof Eyeliner With Up to 24 Hour Wear Black Track 1 Count
MAYBELLINE$7.811,129 rev
e.l.f. Expert Liquid Liner High-Pigmented Extra-Fine Liquid Eyeliner For Precise Definition Long-Lasting Vegan & Cruelty-Free Jet Black 0.14 oz 2 count(Pack of 1)
e.l.f.$5.5611,476 rev
LOreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil Smudge-Resistant Waterproof Eye Makeup with Up to 36HR Wear Brown Denim 0.01 Oz
L'Oreal Paris$9.505,585 rev
LOreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil Smudge-Resistant Waterproof Eye Makeup with Up to 36HR Wear Intense Black 0.01 Oz
L'Oreal Paris$9.525,585 rev
Trending
90-day click momentumLOreal Paris Makeup Infallible Super Slim Long-Lasting Liquid Eyeliner Ultra-Fine Felt Tip Quick Drying Formula Glides on Smoothly Black Pack of 1
L'Oreal Paris$8.844.4★
LOreal Paris Haute Precision Waterproof Liquid Eyeliner Smudge-Proof Eye Liner with Micro-Tip for up to 28HR Eye Makeup Wear 010 Black Silk
L'Oreal Paris$11.064.4★
LOreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil Smudge-Resistant Waterproof Eye Makeup with Up to 36HR Wear Intense Black 0.01 Oz
L'Oreal Paris$9.524.5★
Maybelline New York Ultra-Liner Liquid Liner Waterproof Black 135L-01 0.25 fl oz (7.3 ml)
MAYBELLINE$20.644.3★
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★
What buyers say about easy eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Good liner”
“Color is accurate”
“Excellent product”
“Good price”
“Ease of use”
“Easy to Apply”
“Stays on all day”
“Doesn't smudge”
“Definitely waterproof”
“and stays smooth until it's gone”
What buyers complain about
“Dried Out”
“Breaks easily”
“smudges badly”
“Have a hard time getting the eyeliner built up”
“NOT WATERPROOF”
“including the wrong color”
“Too much money”
“Absolute garbage”
“Not work for me”
“Not easy to apply”
Top return reasons
Common questions
- Is easy eyeliner profitable to sell on Amazon United States?
- The niche generates $766K/yr across 39 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -2.6%. Flapen's verdict: Worth a look (55/100).
- How competitive is the easy eyeliner niche?
- 6 brands and 169 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in easy eyeliner?
- Top complaints mined from reviews: Moist/Dry, Durability, Smudge Resistance. The return rate is 0.5%.
- When does demand for easy eyeliner peak?
- Demand peaks in Jul; the busiest month runs 1.7× the quietest.
- What does it cost to enter the easy eyeliner niche?
- Listings span $3.75–$25.57; the average listing price is $9.96 (sweet spot $15–$100). The average incumbent carries 13,631 reviews — the moat a new listing must climb.