eye balm
Worth a lookShows low returns (0.8%), but a concentrated shelf (top 5 take 90% of clicks) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Great$17.53avg listing price — sweet spot $15–$100
Market size
Great$1.1M$1.1M/yr · 892K searches
Conversion
Great7.1%search→purchase rate — share of searches ending in a sale
Price range
Good$5.95–$30.20cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Review moat
Bad10,602.38avg incumbent reviews — the moat a new listing must climb
Growth
Bad-15.6%90-day search growth — must beat 0% to launch
Competition
Bad90%top-5 click share — a locked-up shelf
According to Flapen's Amazon United States niche tracking, eye balm is a $1.1M/yr Amazon United States market (892K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Feb–Apr–Jun. Verdict: Worth a look — 52/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
eye balm market data
- Units sold / yr
- 50K–60K
- avg 3,000–4,000/product
- Revenue / yr
- $877K–$1.1M
- units × avg price
- Conversion rate
- 7.1%
- Avg BSR
- #11
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 5.9%
- Avg brand age
- 40 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products capture 90% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 falling
Sellers
21
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
90%
Top 20: 100%
Open market
6%
- d'alba Piedmont53%
- MAREE12%
- Dr.Melaxin11%
- KAHI9%
- RoC5%
- TULA4%
- Open — no brand owns it (2 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -15.6% search growth over the last 90 days.Peak months: Feb, Apr, Jun · busiest ÷ quietest = 2.9×
Top eye balm search terms
- under eye balm130K/yr
- eye balm151K/yr
- dalba multi balm stick62K/yr
- eye balm stick81K/yr
- maree under eye balm stick111K/yr
- under eye stick59K/yr
- eye stick59K/yr
- d alba under eye balm24K/yr
- under eye balm stick36K/yr
- eye balm stick for mature skin30K/yr
Top eye balm 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 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
dalba Piedmont White Truffle Double Serum All-in-one Multi Balm Stick Balm Vegan Skincare with Vitamin C and Vegan Collagen 3-in-1 Anti Wrinkle Eye Treatment Dark Spot Remover
d'alba Piedmont$18.314.5★7,042 rev
MAREE Under Eye Balm Stick Hydrating Retinol Caffeine Under Eye Brightener Stick for Older Women Collagen Undereye Cream for Dark Circles & Wrinkles 0.28 Ounce Blue
MAREE$11.374.0★7,368 rev
Dr.Melaxin Collagen Multi Balm Stick Calcium & Adenosine Korean Wrinkle Stick for Eye Neck & Face Firming Collagen Stick Under Eye Balm for Dark Circles & Depuffing Korean Skin Care 0.31 oz
Dr.Melaxin$19.954.1★7,511 rev
KAHI Wrinkle Bounce Multi Balm Stick | PDRN Collagen Wrinkle Stick | Korean Skin Care |All-in-One Hydrating Lip Balm Eye Cream Neck Cream Make Up Base & Face Mist Moisture Balm
KAHI$19.714.2★9,473 rev
RoC Multi Correxion Revive + Glow Eye Balm with Vitamin C (0.14 oz) + Retinol Eye Cream Packette
RoC$26.063.7★2,778 rev
Newest
by launch dateMAREE Under Eye Balm Stick Hydrating Retinol Caffeine Under Eye Brightener Stick for Older Women Collagen Undereye Cream for Dark Circles & Wrinkles 0.28 Ounce Blue
MAREE$11.377,368 rev
grace & stella Under Eye Brightener Balm Stick - Travel Size Toiletries - Retinol & Caffeine Eye Cream for Dark Circles Puffiness Wrinkles - Restore and Hydrate - Vegan Skincare (0.13oz / 3.5g)
grace & stella$8.662,554 rev
KAHI Wrinkle Bounce Multi Balm Stick | PDRN Collagen Wrinkle Stick | Korean Skin Care |All-in-One Hydrating Lip Balm Eye Cream Neck Cream Make Up Base & Face Mist Moisture Balm
KAHI$19.719,473 rev
Dr.Melaxin Collagen Multi Balm Stick Calcium & Adenosine Korean Wrinkle Stick for Eye Neck & Face Firming Collagen Stick Under Eye Balm for Dark Circles & Depuffing Korean Skin Care 0.31 oz
Dr.Melaxin$19.957,511 rev
RoC Multi Correxion Revive + Glow Eye Balm with Vitamin C (0.14 oz) + Retinol Eye Cream Packette
RoC$26.062,778 rev
Trending
90-day click momentumDr.Melaxin Collagen Multi Balm Stick Calcium & Adenosine Korean Wrinkle Stick for Eye Neck & Face Firming Collagen Stick Under Eye Balm for Dark Circles & Depuffing Korean Skin Care 0.31 oz
Dr.Melaxin$19.954.1★
dalba Piedmont White Truffle Double Serum All-in-one Multi Balm Stick Balm Vegan Skincare with Vitamin C and Vegan Collagen 3-in-1 Anti Wrinkle Eye Treatment Dark Spot Remover
d'alba Piedmont$18.314.5★
TULA Skin Care Eye Balm Glow & Get It - Dark Circle Treatment Instantly Hydrate and Brighten Undereye Area Portable and Perfect to Use On-the-go 0.35 oz.
TULA$30.204.4★
Good Molecules Yerba Mate Wake Up Eye Gel - Hydrating Under Eye Gel Cream with Hyaluronic Acid and Caffeine - Target Dark Circles and Puffiness - Skin Care for Face
Good Molecules$5.954.3★
MAREE Under Eye Balm Stick Hydrating Retinol Caffeine Under Eye Brightener Stick for Older Women Collagen Undereye Cream for Dark Circles & Wrinkles 0.28 Ounce Blue
MAREE$11.374.0★
What buyers say about eye balm
What buyers praise and complain about, mined from review topics.What buyers love
“does hydrate”
“Excellent Product”
“Glides on smooth”
“Decent price”
“It seems to work well even for sensitive skin”
“Pretty and Glowy”
“It works good I been using it for 2 weeks”
“Great for dry skin”
“smooth out wrinkles”
“Ease of application”
What buyers complain about
“No Results”
“Expensive”
“Irritating my skin”
“Very greasy”
“Did not reduce fine lines”
“Doesnt really help with wrinkles”
“Very Strong Scent”
“Burned my skin”
“Very deceiving”
“doesnt hydrate”
Top return reasons
Common questions
- Is eye balm profitable to sell on Amazon United States?
- The niche generates $1.1M/yr across 8 tracked products. 90-day search growth is -15.6%. Flapen's verdict: Worth a look (52/100).
- How competitive is the eye balm niche?
- 8 brands and 21 sellers compete. The top 5 products take 90% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in eye balm?
- Top complaints mined from reviews: Functionality-Overall, Value For Money, Allergies. The return rate is 0.8%.
- When does demand for eye balm peak?
- Demand peaks in Feb–Apr–Jun; the busiest month runs 2.9× the quietest.
- What does it cost to enter the eye balm niche?
- Listings span $5.95–$30.20; the average listing price is $17.53 (sweet spot $15–$100). The average incumbent carries 10,602 reviews — the moat a new listing must climb.