Is eyebrow highlighter pencil profitable to sell on Amazon United States?

The niche generates $42K/yr across 23 tracked products. 90-day search growth is +20.6%. Flapen's verdict: Skip it (47/100).

How competitive is the eyebrow highlighter pencil niche?

12 brands and 52 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 82% of demand.

What do buyers complain about in eyebrow highlighter pencil?

Top complaints mined from reviews: Color, Durability, Quality-Overall. The return rate is 1.6%.

When does demand for eyebrow highlighter pencil peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the eyebrow highlighter pencil niche?

Listings span $4.69–$32.65; the average listing price is $15.25 (sweet spot $15–$100). The average incumbent carries 1,565 reviews — the moat a new listing must climb.

eyebrow highlighter pencil

Skip it

A small market ($42K/yr) — this niche doesn't clear our bar today.

Returns

Great1.6%

return rate — above 5% kills the launch gate

Avg price

Great$15.25

avg listing price — sweet spot $15–$100

Price range

Good$4.69–$32.65

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Good55%

top-5 click share — leaders hold, buyers still browse

Growth

Good+20.6%

90-day search growth — must beat 0% to launch

Review moat

Okay1,565.3

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay82%

top-5 brand share — brands hold most of the demand

Conversion

Okay2.6%

search→purchase rate — share of searches ending in a sale

Market size

Bad$42K

$42K/yr · 109K searches

According to Flapen's Amazon United States niche tracking, eyebrow highlighter pencil is a $42K/yr Amazon United States market (109K searches/yr). The top 5 brands hold 82% of demand. Verdict: Skip it — 47/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

eyebrow highlighter pencil market data

Units sold / yr: 4K–5K; avg 0–100/product
Revenue / yr: $61K–$76K; units × avg price
Conversion rate: 2.6%
Avg BSR: #341
Page quality: 0%
Prime: 96%
Sponsored: 74%
Out of stock: 4.0%
Avg brand age: 59 months
Avg seller age: 137 days

Competition & brand share

The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

55%

Top 20: 96%

Open market

15%

SORMÉ35%
Anastasia Beverly Hills26%
billion dollar brows8%
e.l.f.7%
Moira6%
UOCK3%
Open — no brand owns it (6 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 75 weeks — +20.6% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top eyebrow highlighter pencil search terms

brow highlighter pencil16K/yr -1.9%2.6% conv.
eyebrow highlighter pencil16K/yr -3.7%3.2% conv.
sorme brow lift4K/yr >1,000%6.4% conv.
anastasia highlighter11K/yr +23.6%2.4% conv.
eyebrow highlighter10K/yr -4.4%2.4% conv.
sorme cosmetics9K/yr -10.6%2.1% conv.
brow highlighter9K/yr -7.8%2.4% conv.
sorme brow lift highlighting pencil2K/yr >1,000%8.8% conv.
sorme7K/yr +11.1%2.0% conv.
anastasia glow kit5K/yr +33.5%1.7% conv.

All search terms

Top eyebrow highlighter pencil 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 23 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Sorme Cosmetics PRO Eye Brightener Pencil Easy to Apply Fine-Tipped Pencil for a Lifted Effect Look Wide Awake & Youthful Inner Eye Highlighter Fake Awake Eye Highlight

SORMÉ$12.214.3★657 rev

Anastasia Beverly Hills Highlighting Duo Pencil - Dual-Ended Eye & Brow Brightening Pencil for Defining Arches and Illuminating Eyes - Camille/Sand

Anastasia Beverly Hills$19.844.6★975 rev

e.l.f. No Budge Shadow Stick Long-Lasting Cream Eyeshadow Stick For High-Pigment Metallic Color Vegan & Cruelty-Free Perfect Pearl

e.l.f.$4.694.0★9,832 rev

Anastasia Beverly Hills Pro Pencil - Full-Pigment Matte Highlight Pencil for Precise Brow Shaping Waterline Brightening & Concealing - Base 1

Anastasia Beverly Hills$15.514.6★808 rev

Moira Dual Brow Highlighter Pencil (001 Light Pink)

Moira$8.224.6★87 rev

Newest

by launch date

Eyebrow Lift Highlighting & Contour Pencil Set - 3 Eye Makeup Pencils Fill & Define Eyebrows For Women

UOCK$5.89119 rev

1y ago

Kiko Milano Perfect Eyes Duo Highlighter Pencil | Dual-end Highlight Pencil

Kiko Milano$15.82431 rev

1y ago

Anastasia Beverly Hills Glow Seeker - High-Pigment Sun-Kissed Powder Highlighter Refined Second-Skin Finish with Multidimensional Radiance - Sun Idol

Anastasia Beverly Hills$32.6558 rev

2y ago

essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (03 Silky Nude)

Essence Cosmetics$4.815,082 rev

3y ago

Moira Dual Brow Highlighter Pencil (001 Light Pink)

Moira$8.2287 rev

3y ago

What buyers say about eyebrow highlighter pencil

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall16%

“Good reliable product”

Color15%

“Color is pretty”

Value For Money12%

“Affordable”

Soft Feel9%

“Soft and pretty”

Brightness/Shine/Glow5%

“Nice shimmer”

Advertised Vs Actual Product5%

“Which is what I was looking for”

Ease Of Application4%

“Easy application glides right on”

Ease Of Use4%

“Easy to use”

Suitability Combination Skin3%

“Nice and creamy coverage eye primer”

Durability3%

“lasts all day”

What buyers complain about

Color12%

“Color not as shown”

Durability9%

“Not that I could use it if I wanted to, though, on account of it falling apart”

Quality-Overall7%

“The quality felt cheap”

Value For Money7%

“Price has gone up”

Ease Of Use6%

“Its too hard/waxy”

Ease Of Application4%

“doesn't apply smoothly”

Functionality-Overall4%

“it didnt perform the way people claimed it would”

Adhesion/Stickiness3%

“stick not the highest quality”

Wrinkles3%

“It made the wrinkles in my eyes more noticeable”

Moist/Dry2%

“I have oily skin that also dries out quickly”

Top return reasons

Color35%

Advertised Vs Actual Product9%

Functionality-Overall9%

Moist/Dry7%

Product Condition4%

Defective Material/Parts4%

Adhesion/Stickiness4%

Eyeliner Quality4%

Brightness/Shine/Glow3%

Quality-Overall3%

Common questions

Is eyebrow highlighter pencil profitable to sell on Amazon United States?: The niche generates $42K/yr across 23 tracked products. 90-day search growth is +20.6%. Flapen's verdict: Skip it (47/100).
How competitive is the eyebrow highlighter pencil niche?: 12 brands and 52 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 82% of demand.
What do buyers complain about in eyebrow highlighter pencil?: Top complaints mined from reviews: Color, Durability, Quality-Overall. The return rate is 1.6%.
When does demand for eyebrow highlighter pencil peak?: Demand is steady year-round — the busiest month runs 1.5× the quietest.
What does it cost to enter the eyebrow highlighter pencil niche?: Listings span $4.69–$32.65; the average listing price is $15.25 (sweet spot $15–$100). The average incumbent carries 1,565 reviews — the moat a new listing must climb.