---
title: "Eye Makeup Remover — $168K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/eye-makeup-remover"
last_updated: "2026-08-11T12:13:47.195Z"
locale: en
meta:
description: "Niche score 36/100 · $168K/yr market · 102K searches/yr · $16.31 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 36/100 · $168K/yr market · 102K searches/yr · $16.31 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Eye Makeup Remover — $168K/yr Amazon US Niche (2026) - Flapen"
---
# **eye makeup remover**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 35Growth 17Conversion 88Competition 3Returns 98Price range 56Avg price 78Brand share 0Review moat 23Quality gap 19
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.1%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****$16.31**
avg listing price — sweet spot $15–$100
**Price range**
**Good****$5.01–$27.95**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****$168K**
$168K/yr · 102K searches
**Review moat**
**Bad****8,533**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-16.5%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****97%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
50K30KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jul, Oct · busiest ÷ quietest = 3.4×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/eye-makeup-remover/trend)
## **Top eye makeup remover search terms**
- **mary kay eye makeup remover**66K/yr-13.1%15.8% conv. - **mary kay makeup remover**15K/yr+0.5%10.8% conv. - **mary kay oil free eye makeup remover**6K/yr+83.1%16.9% conv. - **desmaquillante mary kay**3K/yr-24.5%3.8% conv. - **mary kay oil-free eye makeup remover**5K/yr-73.6%19.4% conv. - **mary kay products makeup remover**4K/yr-71.0%17.2% conv. - **marykay makeup up remover**4K/yr-63.4%17.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/eye-makeup-remover/search-terms)
## **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.
0%20%$34K40%$67K60%$101K80%$135K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 6 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mary Kay - Oil-Free Eye Makeup Remover - 3.75 fl oz**Mary Kay**$25.35**4.8★3,030 rev](https://www.amazon.com/dp/B000QUM5LG) [2**MK Oil Free Eye Makeup Remover Gentle Liquid Formula Non-Greasy Feel Easy Eye Area Cleansing 3.75 OZ**Generic**$25.17**4.6★16 rev](https://www.amazon.com/dp/B0GCHCWDXM) [3**Oil-Free Eye Makeup Remover Gentle Dual-Phase Formula for Waterproof Eye Makeup 3.75 fl. oz.**Generic**$27.95**5.0★4 rev](https://www.amazon.com/dp/B0G36J4R6R) [4**Amazon Basics Eye Makeup Remover Removes Waterproof Mascara Dermatologist Tested Fragrance Free 5.5 Fl Oz (Pack of 1)**Amazon Basics**$5.48**4.5★18,164 rev](https://www.amazon.com/dp/B07SS6LFRG) [5**Neutrogena Gentle Oil-Free Eye Makeup Remover & Cleanser for Sensitive Eyes Makeup Remover for Waterproof Mascara Dermatologist & Ophthalmologist Tested 3.8 fl. oz**Neutrogena**$5.01**4.6★7,626 rev](https://www.amazon.com/dp/B00027D0DU)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**MK Oil Free Eye Makeup Remover Gentle Liquid Formula Non-Greasy Feel Easy Eye Area Cleansing 3.75 OZ**Generic**$25.17**16 rev6mo ago](https://www.amazon.com/dp/B0GCHCWDXM) [**Oil-Free Eye Makeup Remover Gentle Dual-Phase Formula for Waterproof Eye Makeup 3.75 fl. oz.**Generic**$27.95**4 rev7mo ago](https://www.amazon.com/dp/B0G36J4R6R) [**Amazon Basics Eye Makeup Remover Removes Waterproof Mascara Dermatologist Tested Fragrance Free 5.5 Fl Oz (Pack of 1)**Amazon Basics**$5.48**18,164 rev6y ago](https://www.amazon.com/dp/B07SS6LFRG) [**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**$8.90**22,358 rev6y ago](https://www.amazon.com/dp/B07T9JV956) [**Mary Kay - Oil-Free Eye Makeup Remover - 3.75 fl oz**Mary Kay**$25.35**3,030 rev20y ago](https://www.amazon.com/dp/B000QUM5LG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Oil-Free Eye Makeup Remover Gentle Dual-Phase Formula for Waterproof Eye Makeup 3.75 fl. oz.**Generic**$27.95**5.0★**▲ 37%**](https://www.amazon.com/dp/B0G36J4R6R) [**Neutrogena Gentle Oil-Free Eye Makeup Remover & Cleanser for Sensitive Eyes Makeup Remover for Waterproof Mascara Dermatologist & Ophthalmologist Tested 3.8 fl. oz**Neutrogena**$5.01**4.6★**— 8%**](https://www.amazon.com/dp/B00027D0DU) [**Mary Kay - Oil-Free Eye Makeup Remover - 3.75 fl oz**Mary Kay**$25.35**4.8★**— 7%**](https://www.amazon.com/dp/B000QUM5LG) [**MK Oil Free Eye Makeup Remover Gentle Liquid Formula Non-Greasy Feel Easy Eye Area Cleansing 3.75 OZ**Generic**$25.17**4.6★**— 2%**](https://www.amazon.com/dp/B0GCHCWDXM) [**Amazon Basics Eye Makeup Remover Removes Waterproof Mascara Dermatologist Tested Fragrance Free 5.5 Fl Oz (Pack of 1)**Amazon Basics**$5.48**4.5★**— 1%**](https://www.amazon.com/dp/B07SS6LFRG)
**~~View all trending →~~**
## **What buyers say about eye makeup remover**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**17%
*“Great deal”*
**Quality-Overall**10%
*“Great stuff, and affordable”*
**Eyelash Quality**9%
*“Great mascara remover”*
**Efficiency**8%
*“gets the job done gently”*
**Ease Of Use**7%
*“Ease of use”*
**Soft Feel**6%
*“It makes your hair soft and flows nicely”*
**Allergies**5%
*“Non-irritating”*
**Water Resistance**4%
*“Very good for waterproof”*
**Ease Of Cleaning**3%
*“Cleans ok”*
**Advertised Vs Actual Product**3%
*“As advertised”*
### **What buyers complain about **
**Oily/Greasy**17%
*“Too Oily”*
**Leak-Proof**8%
*“Product leaking”*
**Water Resistance**6%
*“not even waterproof”*
**Functionality-Overall**5%
*“Didn't work”*
**Allergies**5%
*“Allergic to it”*
**Value For Money**4%
*“Waste of money”*
**Product Condition**4%
*“Used product”*
**Sensitivity-Overall**4%
*“doesn't seem to be made with sensitive skin in mind”*
**Size-Overall**3%
*“The bottle is bigger”*
**Ease Of Cleaning**3%
*“is surprisingly hard to rinse off”*
### **Top return reasons **
**Leak-Proof**26%
**Product Condition**24%
**Advertised Vs Actual Product**10%
**Oily/Greasy**9%
**Functionality-Overall**8%
**Size-Overall**5%
**Defective Material/Parts**3%
**Value For Money**2%
**Ingredients-Overall**1%
**Contamination**1%
## **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.
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