eye makeup remover
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Great10.1%search→purchase rate — share of searches ending in a sale
Avg price
Great$16.31avg listing price — sweet spot $15–$100
Price range
Good$5.01–$27.95cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay$168K$168K/yr · 102K searches
Review moat
Bad8,533avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-16.5%90-day search growth — must beat 0% to launch
Competition
Bad97%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, eye makeup remover is a $168K/yr Amazon United States market (102K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Oct. Verdict: Skip it — 36/100.
Data updated Jul 16, 2026 · scored weekly · How we score niches
eye makeup remover market data
- Units sold / yr
- 15K–20K
- avg 1,000–1,250/product
- Revenue / yr
- $245K–$326K
- units × avg price
- Conversion rate
- 10.1%
- Avg BSR
- #90
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 100%
- Out of stock
- 30.8%
- Avg brand age
- 96 months
- Avg seller age
- 142 days
Competition & brand share
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 rising
Sellers
41
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
97%
Top 20: 100%
Open market
0%
- Mary Kay65%
- Generic17%
- Neutrogena10%
- Amazon Basics8%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.5% search growth over the last 90 days.Peak months: Jul, Oct · busiest ÷ quietest = 3.4×
Top eye makeup remover search terms
- mary kay eye makeup remover66K/yr
- mary kay makeup remover15K/yr
- mary kay oil free eye makeup remover6K/yr
- desmaquillante mary kay3K/yr
- mary kay oil-free eye makeup remover5K/yr
- mary kay products makeup remover4K/yr
- marykay makeup up remover4K/yr
Top eye makeup remover 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 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mary Kay - Oil-Free Eye Makeup Remover - 3.75 fl oz
Mary Kay$25.354.8★3,030 rev
MK Oil Free Eye Makeup Remover Gentle Liquid Formula Non-Greasy Feel Easy Eye Area Cleansing 3.75 OZ
Generic$25.174.6★16 rev
Oil-Free Eye Makeup Remover Gentle Dual-Phase Formula for Waterproof Eye Makeup 3.75 fl. oz.
Generic$27.955.0★4 rev
Amazon Basics Eye Makeup Remover Removes Waterproof Mascara Dermatologist Tested Fragrance Free 5.5 Fl Oz (Pack of 1)
Amazon Basics$5.484.5★18,164 rev
Neutrogena Gentle Oil-Free Eye Makeup Remover & Cleanser for Sensitive Eyes Makeup Remover for Waterproof Mascara Dermatologist & Ophthalmologist Tested 3.8 fl. oz
Neutrogena$5.014.6★7,626 rev
Newest
by launch dateMK Oil Free Eye Makeup Remover Gentle Liquid Formula Non-Greasy Feel Easy Eye Area Cleansing 3.75 OZ
Generic$25.1716 rev
Oil-Free Eye Makeup Remover Gentle Dual-Phase Formula for Waterproof Eye Makeup 3.75 fl. oz.
Generic$27.954 rev
Amazon Basics Eye Makeup Remover Removes Waterproof Mascara Dermatologist Tested Fragrance Free 5.5 Fl Oz (Pack of 1)
Amazon Basics$5.4818,164 rev
Neutrogena Gentle Oil-Free Eye Makeup Remover & Cleanser for Sensitive Eyes Dissolves Waterproof Mascara Non-Greasy Liquid Makeup Remover Dermatologist & Ophthalmologist Tested 8 fl. oz
Neutrogena$8.9022,358 rev
Mary Kay - Oil-Free Eye Makeup Remover - 3.75 fl oz
Mary Kay$25.353,030 rev
Trending
90-day click momentumOil-Free Eye Makeup Remover Gentle Dual-Phase Formula for Waterproof Eye Makeup 3.75 fl. oz.
Generic$27.955.0★
Neutrogena Gentle Oil-Free Eye Makeup Remover & Cleanser for Sensitive Eyes Makeup Remover for Waterproof Mascara Dermatologist & Ophthalmologist Tested 3.8 fl. oz
Neutrogena$5.014.6★
Mary Kay - Oil-Free Eye Makeup Remover - 3.75 fl oz
Mary Kay$25.354.8★
MK Oil Free Eye Makeup Remover Gentle Liquid Formula Non-Greasy Feel Easy Eye Area Cleansing 3.75 OZ
Generic$25.174.6★
Amazon Basics Eye Makeup Remover Removes Waterproof Mascara Dermatologist Tested Fragrance Free 5.5 Fl Oz (Pack of 1)
Amazon Basics$5.484.5★
What buyers say about eye makeup remover
What buyers praise and complain about, mined from review topics.What buyers love
“Great deal”
“Great stuff, and affordable”
“Great mascara remover”
“gets the job done gently”
“Ease of use”
“It makes your hair soft and flows nicely”
“Non-irritating”
“Very good for waterproof”
“Cleans ok”
“As advertised”
What buyers complain about
“Too Oily”
“Product leaking”
“not even waterproof”
“Didn't work”
“Allergic to it”
“Waste of money”
“Used product”
“doesn't seem to be made with sensitive skin in mind”
“The bottle is bigger”
“is surprisingly hard to rinse off”
Top return reasons
Common questions
- Is eye makeup remover profitable to sell on Amazon United States?
- The niche generates $168K/yr across 6 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -16.5%. Flapen's verdict: Skip it (36/100).
- How competitive is the eye makeup remover niche?
- 4 brands and 41 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in eye makeup remover?
- Top complaints mined from reviews: Oily/Greasy, Leak-Proof, Water Resistance. The return rate is 0.4%.
- When does demand for eye makeup remover peak?
- Demand peaks in Jul–Oct; the busiest month runs 3.4× the quietest.
- What does it cost to enter the eye makeup remover niche?
- Listings span $5.01–$27.95; the average listing price is $16.31 (sweet spot $15–$100). The average incumbent carries 8,533 reviews — the moat a new listing must climb.