eye shadow stick
Worth a lookShows a fragmented shelf (top 5 take 24% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Competition
Great24%top-5 click share — an open shelf
Brand share
Great48%top-5 brand share — no brand owns this niche
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Returns
Great1.7%return rate — above 5% kills the launch gate
Price range
Good$1.94–$33.58cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay$10.67avg listing price — sweet spot $15–$100
Conversion
Okay2.7%search→purchase rate — share of searches ending in a sale
Market size
Okay$144K$144K/yr · 501K searches
Growth
Bad-2.9%90-day search growth — must beat 0% to launch
Review moat
Bad12,512.77avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, eye shadow stick is a $144K/yr Amazon United States market (501K searches/yr). The top 5 brands hold 48% of demand. Demand peaks in Mar. Verdict: Worth a look — 56/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
eye shadow stick market data
- Units sold / yr
- 13K–15K
- avg 100–250/product
- Revenue / yr
- $133K–$160K
- units × avg price
- Conversion rate
- 2.7%
- Avg BSR
- #62
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 81%
- Out of stock
- 1.2%
- Avg brand age
- 48 months
- Avg seller age
- 126 days
Competition & brand share
Clicks spread well past the top 5 (24% combined) — an open shelf where new products get seen.Brands
33 falling
Sellers
117
Top-5 brand share
48%
Top 20: 91%
Top-5 click share
24%
Top 20: 56%
Open market
47%
- ColourPop14%
- Julep11%
- e.l.f.9%
- LANGMANNI8%
- NYX PROFESSIONAL MAKEUP6%
- MAYBELLINE5%
Demand & seasonality
Weekly Amazon search volume, last 80 weeks — -2.9% search growth over the last 90 days.Peak months: Mar · busiest ÷ quietest = 1.6×
Top eye shadow stick search terms
- eyeshadow stick set61K/yr
- matte eyeshadow stick57K/yr
- shimmer eyeshadow stick33K/yr
- shadow stick41K/yr
- glitter eyeshadow stick32K/yr
- milani eyeshadow stick16K/yr
- eyeshadow stick matte27K/yr
- eye shadow pencil26K/yr
- brown eyeshadow stick19K/yr
- matte cream eyeshadow23K/yr
Top eye shadow stick 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LANGMANNI 8Colors Dual-Ended Cream Eyeshadow Stick Set Silky Smooth Waterproof & Transfer-Proof Built-in Blender Brush All-Day Matte & Shimmer Wear Eye Makeup(#A)
LANGMANNI$9.504.1★1,625 rev
Julep Eyeshadow 101 Cream-to-Powder Waterproof Eyeshadow Stick Champagne Shimmer Long-Lasting Buildable Crease-Proof Cruelty Free Shimmer Finish with Built-In Smudger
Julep$14.604.3★58,376 rev
LUXAZA PRO Neutral Eyeshadow Stick Makeup 6PCS Set Brown Nude Metallic Shimmer Matte Cream Eye Shadow Palette Eyeliner Brightener Pencil Crayon Halloween Makeup - BROWN CANYON
LUXAZA PRO$10.514.0★3,928 rev
ColourPop Shadow Stix - Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Bare With Me (0.05 oz)
ColourPop$8.534.5★2,277 rev
Wugbc Eyeshadow Stick Matte Eye Brightener Pencil Cream Nude Eye Shadow Base Crayon Long-Lasting Crease-Proof Naked Eyeshadow Blendable High Pigmented Single Eyeliner Makeup for Women 3 DESERT
Wugbc$6.824.1★650 rev
Newest
by launch date
MooGlamor 6 Pcs Glitter Eye Shadow Stick Shimmer Eye Shadow Set with Two-Color Gradient and Waterproof Eyeshadow Pen for Long Lasting Eye Makeup Gift
MooGlamor$13.85270 rev
LANGMANNI 8Colors Dual-Ended Cream Eyeshadow Stick Set Silky Smooth Waterproof & Transfer-Proof Built-in Blender Brush All-Day Matte & Shimmer Wear Eye Makeup(#A)
LANGMANNI$9.501,625 rev
Wugbc Eyeshadow Stick Matte Eye Brightener Pencil Cream Nude Eye Shadow Base Crayon Long-Lasting Crease-Proof Naked Eyeshadow Blendable High Pigmented Single Eyeliner Makeup for Women 3 DESERT
Wugbc$6.82650 rev
SHEGLAM Crystal Jelly Glaze Stick Eye Shadow Stick Eyeliner Brightener Pencil Crayon with Brush Easy to Blend Long Lasting Shimmer Eyeshadow-Rosy Gem
SHEGLAM$7.682,267 rev
CoverGirl Clean Eye Color French Violet Eyeshadow Sticks Ultra Creamy Formula Lightweight Buildable Formula Lasts All Day Smudge-Proof 0.05oz
COVERGIRL$8.321,783 rev
Trending
90-day click momentum
wet n wild Color Icon Cream Eyeliner Eyeshadow DMulti-Stick Moisturizing Nourishing Velvety Cream-to-Powder Buildable & Blendable Formula Cruelty-Free & Vegan - Golden Rush Hour
wet n wild$1.954.3★
MooGlamor 6 Pcs Glitter Eye Shadow Stick Shimmer Eye Shadow Set with Two-Color Gradient and Waterproof Eyeshadow Pen for Long Lasting Eye Makeup Gift
MooGlamor$13.854.0★
ColourPop Shadow Stix - Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Socialite (0.05 oz)
ColourPop$8.624.5★
ColourPop Shadow Stix - Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Honey BB (0.05 oz)
ColourPop$8.384.5★
wet n wild Color Icon Cream Eyeliner Eyeshadow Multi-Stick Moisturizing Nourishing Velvety Cream-to-Powder Buildable & Blendable Formula Cruelty-Free & Vegan - Cheat Day
wet n wild$2.014.3★
What buyers say about eye shadow stick
What buyers praise and complain about, mined from review topics.What buyers love
“AMAZING COLORS”
“Good variety”
“Buttery smooth”
“applies nice”
“Easy to blend”
“reasonable price”
“the staying power is incredible”
“The perfect amount of shimmer”
“That its a reasonably price mascara”
“Does what is advertised”
What buyers complain about
“Color was off”
“Breaks easily”
“Need better quality control”
“Product review: The product was quite dry”
“Stick was loose in the container and falls out”
“WASTE OF MONEY”
“Difficult to apply”
“Difficult to remove”
“Did not work very well”
“Not as described”
Top return reasons
Common questions
- Is eye shadow stick profitable to sell on Amazon United States?
- The niche generates $144K/yr across 79 tracked products. 11 of 15 products launched in the last 360 days are still selling. 90-day search growth is -2.9%. Flapen's verdict: Worth a look (56/100).
- How competitive is the eye shadow stick niche?
- 33 brands and 117 sellers compete. The top 5 products take 24% of clicks and top 5 brands hold 48% of demand.
- What do buyers complain about in eye shadow stick?
- Top complaints mined from reviews: Color, Durability, Quality-Overall. The return rate is 1.7%.
- When does demand for eye shadow stick peak?
- Demand peaks in Mar; the busiest month runs 1.6× the quietest.
- What does it cost to enter the eye shadow stick niche?
- Listings span $1.94–$33.58; the average listing price is $10.67 (sweet spot $15–$100). The average incumbent carries 12,513 reviews — the moat a new listing must climb.