---
title: "Eye Balm — $1.1M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/eye-balm"
last_updated: "2026-08-06T01:46:22.919Z"
locale: en
meta:
description: "Niche score 52/100 · $1.1M/yr market · 892K searches/yr. A concentrated shelf (top 5 take 90% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 52/100 · $1.1M/yr market · 892K searches/yr. A concentrated shelf (top 5 take 90% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Eye Balm — $1.1M/yr Amazon US Niche (2026) - Flapen"
---
# **eye balm**
**Worth a look**
Shows low returns (0.8%), but a concentrated shelf (top 5 take 90% of clicks) keeps it on the watch list.
Market size 79Growth 17Conversion 75Competition 8Returns 96Price range 63Avg price 81Brand share 25Review moat 21Quality gap 85
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Great****$17.53**
avg listing price — sweet spot $15–$100
**Market size**
**Great****$1.1M**
$1.1M/yr · 892K searches
**Conversion**
**Great****7.1%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$5.95–$30.20**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****90%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Bad****10,602.38**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-15.6%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****90%**
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 ~~](https://flapen.com/research/methodology)
## **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.
80K60KSpike '24Black Friday '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Apr, Jun · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/eye-balm/trend)
## **Top eye balm search terms**
- **under eye balm**130K/yr-32.6%3.7% conv. - **eye balm**151K/yr-18.0%2.7% conv. - **dalba multi balm stick**62K/yr+55.8%11.1% conv. - **eye balm stick**81K/yr-20.0%3.3% conv. - **maree under eye balm stick**111K/yr-56.6%7.0% conv. - **under eye stick**59K/yr+7.7%3.5% conv. - **eye stick**59K/yr-8.2%3.1% conv. - **d alba under eye balm**24K/yr+11.5%9.0% conv. - **under eye balm stick**36K/yr-40.1%2.8% conv. - **eye balm stick for mature skin**30K/yr-24.0%2.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/eye-balm/search-terms)
## **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.
0%15%$166K30%$333K45%$499K60%$665K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[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**$18.31**4.5★7,042 rev](https://www.amazon.com/dp/B09SZ5JX2Y) [2**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**$11.37**4.0★7,368 rev](https://www.amazon.com/dp/B0F24LGVRJ) [3**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**$19.95**4.1★7,511 rev](https://www.amazon.com/dp/B0CNCL35CH) [4**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**$19.71**4.2★9,473 rev](https://www.amazon.com/dp/B0DDC3QGJL) [5**RoC Multi Correxion Revive + Glow Eye Balm with Vitamin C (0.14 oz) + Retinol Eye Cream Packette**RoC**$26.06**3.7★2,778 rev](https://www.amazon.com/dp/B0CC6PG567)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**$11.37**7,368 rev1y ago](https://www.amazon.com/dp/B0F24LGVRJ) [**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**$8.66**2,554 rev1y ago](https://www.amazon.com/dp/B0DKVVK2DQ) [**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**$19.71**9,473 rev1y ago](https://www.amazon.com/dp/B0DDC3QGJL) [**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**$19.95**7,511 rev2y ago](https://www.amazon.com/dp/B0CNCL35CH) [**RoC Multi Correxion Revive + Glow Eye Balm with Vitamin C (0.14 oz) + Retinol Eye Cream Packette**RoC**$26.06**2,778 rev2y ago](https://www.amazon.com/dp/B0CC6PG567)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$19.95**4.1★**▲ 73%**](https://www.amazon.com/dp/B0CNCL35CH) [**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**$18.31**4.5★**▲ 39%**](https://www.amazon.com/dp/B09SZ5JX2Y) [**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**$30.20**4.4★**— 9%**](https://www.amazon.com/dp/B07LCX4MMH) [**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**$5.95**4.3★**— 5%**](https://www.amazon.com/dp/B091NJQ29P) [**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**$11.37**4.0★**▼ 29%**](https://www.amazon.com/dp/B0F24LGVRJ)
**~~View all trending →~~**
## **What buyers say about eye balm**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Moist/Dry**18%
*“does hydrate”*
**Quality-Overall**12%
*“Excellent Product”*
**Soft Feel**8%
*“Glides on smooth”*
**Value For Money**7%
*“Decent price”*
**Suitability Combination Skin**5%
*“It seems to work well even for sensitive skin”*
**Brightness/Shine/Glow**4%
*“Pretty and Glowy”*
**Efficiency**3%
*“It works good I been using it for 2 weeks”*
**Suitability Dry Skin**3%
*“Great for dry skin”*
**Wrinkle**3%
*“smooth out wrinkles”*
**Ease Of Application**3%
*“Ease of application”*
### **What buyers complain about **
**Functionality-Overall**17%
*“No Results”*
**Value For Money**8%
*“Expensive”*
**Allergies**7%
*“Irritating my skin”*
**Oily/Greasy**5%
*“Very greasy”*
**Symptom Reduction**5%
*“Did not reduce fine lines”*
**Wrinkles**5%
*“Doesnt really help with wrinkles”*
**Smell**4%
*“Very Strong Scent”*
**Skin Health**4%
*“Burned my skin”*
**Advertised Vs Actual Product**3%
*“Very deceiving”*
**Moist/Dry**3%
*“doesnt hydrate”*
### **Top return reasons **
**Functionality-Overall**22%
**Advertised Vs Actual Product**14%
**Oily/Greasy**11%
**Smell**7%
**Adhesion/Stickiness**5%
**Defective Material/Parts**5%
**Product Condition**4%
**Value For Money**3%
**Skin Health**3%
**Moist/Dry**3%
## **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.
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