Is esqido gel eyeliner waterproof smudge proof profitable to sell on Amazon United States?

The niche generates $2.8M/yr across 20 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.5%. Flapen's verdict: Launch it (58/100).

How competitive is the esqido gel eyeliner waterproof smudge proof niche?

4 brands and 67 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in esqido gel eyeliner waterproof smudge proof?

Top complaints mined from reviews: Durability, Moist/Dry, Water Resistance. The return rate is 0.8%.

When does demand for esqido gel eyeliner waterproof smudge proof peak?

Demand peaks in Apr–May–Jun; the busiest month runs 7.2× the quietest.

What does it cost to enter the esqido gel eyeliner waterproof smudge proof niche?

Listings span $6.29–$25.51; the average listing price is $16.02 (sweet spot $15–$100). The average incumbent carries 35,341 reviews — the moat a new listing must climb.

esqido gel eyeliner waterproof smudge proof

Launch it

A $2.8M/yr market growing +9.5% this quarter with returns at 0.8% — clears our launch bar.

Market size

Incredible$2.8M

$2.8M/yr · 1.8M searches

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Conversion

Great10.0%

search→purchase rate — share of searches ending in a sale

Avg price

Great$16.02

avg listing price — sweet spot $15–$100

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Good$6.29–$25.51

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Growth

Okay+9.5%

90-day search growth — must beat 0% to launch

Review moat

Bad35,341.45

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, esqido gel eyeliner waterproof smudge proof is a $2.8M/yr Amazon United States market (1.8M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Apr–May–Jun. Verdict: Launch it — 58/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

esqido gel eyeliner waterproof smudge proof market data

Units sold / yr: 150K–200K; avg 8,000–10,000/product
Revenue / yr: $2.4M–$3.2M; units × avg price
Conversion rate: 10.0%
Avg BSR: #38
Page quality: 0%
Prime: 100%
Sponsored: 85%
Out of stock: 0.0%
Avg brand age: 64 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

61%

Top 20: 100%

Open market

NYX PROFESSIONAL MAKEUP54%
URBAN DECAY23%
stila21%
Kat Von D2%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +9.5% search growth over the last 90 days.

Peak months: Apr, May, Jun · busiest ÷ quietest = 7.2×

Open Trend

Top esqido gel eyeliner waterproof smudge proof search terms

nyx eyeliner545K/yr +1.7%10.4% conv.
urban decay eyeliner327K/yr +28.4%4.5% conv.
stila eyeliner liquid liner155K/yr +7.0%14.6% conv.
stila eyeliner101K/yr +8.1%9.3% conv.
stila87K/yr +3.1%1.4% conv.
nyx epic ink liner78K/yr +5.8%14.1% conv.
kat von d tattoo eyeliner68K/yr -4.7%3.9% conv.
stila stay all day waterproof liquid eyeliner47K/yr +32.2%9.9% conv.
kvd eyeliner tattoo liner49K/yr -1.4%1.5% conv.
nyx liquid eyeliner46K/yr +3.5%11.8% conv.

All search terms

Top esqido gel eyeliner waterproof smudge proof 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner - Black Vegan Formula

NYX PROFESSIONAL MAKEUP$9.164.5★106,718 rev

stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant

stila$20.504.4★33,789 rev

URBAN DECAY 24/7 Glide-On Waterproof Eyeliner Pencil - Smudge-Proof Long-Lasting Transfer-Proof Up to 16HR Wear Smooth No-Tug Formula Demolition (Matte Deep Brown) - 0.04 oz

URBAN DECAY$16.374.3★14,380 rev

NYX PROFESSIONAL MAKEUP Epic Wear Liquid Liner Long-Lasting Waterproof Eyeliner - Black

NYX PROFESSIONAL MAKEUP$10.424.4★14,911 rev

NYX PROFESSIONAL MAKEUP Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Always Onyx Black Eyeliner

NYX PROFESSIONAL MAKEUP$6.294.5★103,040 rev

Newest

by launch date

NYX PROFESSIONAL MAKEUP Epic Inky Stix Eyeliner Mechanical Cream Gel Eyeliner Waterproof Formula With Up To 24HR Wear - 02 Ember Energy (Matte Warm Brown)

NYX PROFESSIONAL MAKEUP$12.85960 rev

7mo ago

Urban Decay 24/7 Liquid Stick Waterproof Eyeliner - Smudge-Proof Transfer-Proof Up to 24HR Wear Dual-Ended Retractable Gel Liner with Blending Eye Brush - Brown Noise (deep matte brown)

URBAN DECAY$22.22208 rev

7mo ago

Urban Decay 24/7 Waterproof Waterline Eyeliner Pencil - Eye Liner for Tightlining + Defining Smudge-Resistant Transfer-Resistant 24HR Wear Creamy Neutrals - Tootsie (medium brown eyeliner)

URBAN DECAY$18.122,479 rev

1y ago

NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner with Vegan Formula - Dark Chocolate (Dark Brown Matte)

NYX PROFESSIONAL MAKEUP$9.46106,718 rev

2y ago

stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof

stila$21.271,232 rev

2y ago

What buyers say about esqido gel eyeliner waterproof smudge proof

What buyers praise and complain about, mined from review topics.

What buyers love

Color13%

“the color is beautiful”

Eyeliner Quality11%

“Good, inexpensive liner”

Quality-Overall9%

“Excellent product”

Ease Of Application7%

“Easy to apply”

Ease Of Use7%

“Easy to Use”

Smudge Resistance7%

“Does not smear”

Soft Feel6%

“it stays smooth”

Value For Money6%

“Great price”

Durability5%

“Super durable and great size”

Water Resistance4%

“Water proof”

What buyers complain about

Durability13%

“Broken already”

Moist/Dry9%

“Dried out”

Water Resistance9%

“not water proof”

Smudge Resistance9%

“Not smudge proof”

Value For Money8%

“Very expensive”

Quality-Overall5%

“Not the quality I was expecting”

Eyeliner Quality4%

“the eyeliner on that eye did not hold at all”

Color4%

“not a true black color”

Functionality-Overall3%

“Doesn't work as advertised for me”

Ease Of Use2%

“Hard to use”

Top return reasons

Eyeliner Quality20%

Color18%

Moist/Dry13%

Advertised Vs Actual Product9%

Water Resistance7%

Functionality-Overall7%

Defective Material/Parts4%

Value For Money3%

Durability3%

Product Condition3%

Common questions

Is esqido gel eyeliner waterproof smudge proof profitable to sell on Amazon United States?: The niche generates $2.8M/yr across 20 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +9.5%. Flapen's verdict: Launch it (58/100).
How competitive is the esqido gel eyeliner waterproof smudge proof niche?: 4 brands and 67 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in esqido gel eyeliner waterproof smudge proof?: Top complaints mined from reviews: Durability, Moist/Dry, Water Resistance. The return rate is 0.8%.
When does demand for esqido gel eyeliner waterproof smudge proof peak?: Demand peaks in Apr–May–Jun; the busiest month runs 7.2× the quietest.
What does it cost to enter the esqido gel eyeliner waterproof smudge proof niche?: Listings span $6.29–$25.51; the average listing price is $16.02 (sweet spot $15–$100). The average incumbent carries 35,341 reviews — the moat a new listing must climb.