---
title: "Eye Shadow Stick — $144K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/eye-shadow-stick"
last_updated: "2026-08-10T21:20:01.521Z"
locale: en
meta:
description: "Niche score 56/100 · $144K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · $144K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Eye Shadow Stick — $144K/yr Amazon US Niche (2026) - Flapen"
---
# **eye shadow stick**
**Worth a look**
Shows 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.
Market size 31Growth 24Conversion 34Competition 91Returns 81Price range 59Avg price 39Brand share 87Review moat 20Quality gap 81
**Competition**
**Great****24%**
top-5 click share — an open shelf
**Brand share**
**Great****48%**
top-5 brand share — no brand owns this niche
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Returns**
**Great****1.7%**
return rate — above 5% kills the launch gate
**Price range**
**Good****$1.94–$33.58**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****$10.67**
avg listing price — sweet spot $15–$100
**Conversion**
**Okay****2.7%**
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**
**Bad****12,512.77**
avg incumbent reviews — the moat a new listing must climb
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
20K15KSpike '25Prime Day '25Black Friday '25Spike '26 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Mar · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/eye-shadow-stick/trend)
## **Top eye shadow stick search terms**
- **eyeshadow stick set**61K/yr-16.2%2.2% conv. - **matte eyeshadow stick**57K/yr-7.1%2.2% conv. - **shimmer eyeshadow stick**33K/yr+5.0%2.3% conv. - **shadow stick**41K/yr-11.2%1.5% conv. - **glitter eyeshadow stick**32K/yr+24.8%1.3% conv. - **milani eyeshadow stick**16K/yr+139.7%0.5% conv. - **eyeshadow stick matte**27K/yr-19.8%1.7% conv. - **eye shadow pencil**26K/yr-1.8%2.3% conv. - **brown eyeshadow stick**19K/yr+35.9%5.1% conv. - **matte cream eyeshadow**23K/yr-0.9%1.2% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/eye-shadow-stick/search-terms)
## **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.
0%2%$3K4%$6K6%$9K8%$12K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**$9.50**4.1★1,625 rev](https://www.amazon.com/dp/B0FCR4D4P5) [2**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**$14.60**4.3★58,376 rev](https://www.amazon.com/dp/B01LW1983J) [3**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**$10.51**4.0★3,928 rev](https://www.amazon.com/dp/B0CVXBXQCP) [4**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**$8.53**4.5★2,277 rev](https://www.amazon.com/dp/B0D326PG7C) [5**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**$6.82**4.1★650 rev](https://www.amazon.com/dp/B0DZC23DQP)
**~~View all top sellers →~~**
### **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**$13.85**270 rev5mo ago](https://www.amazon.com/dp/B0G2LZSN4Z) [**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**$9.50**1,625 rev1y ago](https://www.amazon.com/dp/B0FCR4D4P5) [**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**$6.82**650 rev1y ago](https://www.amazon.com/dp/B0DZC23DQP) [**SHEGLAM Crystal Jelly Glaze Stick Eye Shadow Stick Eyeliner Brightener Pencil Crayon with Brush Easy to Blend Long Lasting Shimmer Eyeshadow-Rosy Gem**SHEGLAM**$7.68**2,267 rev1y ago](https://www.amazon.com/dp/B0DPHCYMZ7) [**CoverGirl Clean Eye Color French Violet Eyeshadow Sticks Ultra Creamy Formula Lightweight Buildable Formula Lasts All Day Smudge-Proof 0.05oz**COVERGIRL**$8.32**1,783 rev2y ago](https://www.amazon.com/dp/B0CV5ZTFCR)
**~~View all new products →~~**
### **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**$1.95**4.3★**▲ 165%**](https://www.amazon.com/dp/B0CQMW7KSQ) [**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**$13.85**4.0★**▲ 141%**](https://www.amazon.com/dp/B0G2LZSN4Z) [**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**$8.62**4.5★**▲ 97%**](https://www.amazon.com/dp/B0D328GK37) [**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**$8.38**4.5★**▲ 85%**](https://www.amazon.com/dp/B0D3276D9G) [**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**$2.01**4.3★**▲ 46%**](https://www.amazon.com/dp/B085WQHQ6K)
**~~View all trending →~~**
## **What buyers say about eye shadow stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**31%
*“AMAZING COLORS”*
**Quality-Overall**8%
*“Good variety”*
**Soft Feel**8%
*“Buttery smooth”*
**Ease Of Application**8%
*“applies nice”*
**Ease Of Use**7%
*“Easy to blend”*
**Value For Money**6%
*“reasonable price”*
**Durability**4%
*“the staying power is incredible”*
**Brightness/Shine/Glow**3%
*“The perfect amount of shimmer”*
**Eyelash Quality**2%
*“That its a reasonably price mascara”*
**Advertised Vs Actual Product**1%
*“Does what is advertised”*
### **What buyers complain about **
**Color**22%
*“Color was off”*
**Durability**8%
*“Breaks easily”*
**Quality-Overall**5%
*“Need better quality control”*
**Moist/Dry**5%
*“Product review: The product was quite dry”*
**Adhesion/Stickiness**4%
*“Stick was loose in the container and falls out”*
**Value For Money**3%
*“WASTE OF MONEY”*
**Ease Of Application**3%
*“Difficult to apply”*
**Ease Of Use**3%
*“Difficult to remove”*
**Functionality-Overall**3%
*“Did not work very well”*
**Advertised Vs Actual Product**2%
*“Not as described”*
### **Top return reasons **
**Color**49%
**Advertised Vs Actual Product**11%
**Adhesion/Stickiness**7%
**Moist/Dry**4%
**Functionality-Overall**3%
**Quality-Overall**3%
**Defective Material/Parts**3%
**Product Condition**2%
**Brightness/Shine/Glow**2%
**Texture/Consistency-Overall**2%
## **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.
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