Is eyebrow pencil profitable to sell on Amazon United States?

The niche generates $8.8M/yr across 76 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.5%. Flapen's verdict: Worth a look (63/100).

How competitive is the eyebrow pencil niche?

17 brands and 203 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in eyebrow pencil?

Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 0.6%.

When does demand for eyebrow pencil peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the eyebrow pencil niche?

Listings span $1.05–$22.53; the average listing price is $8.80 (sweet spot $15–$100). The average incumbent carries 28,246 reviews — the moat a new listing must climb.

eyebrow pencil

Worth a look

Shows a $8.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$8.8M

$8.8M/yr · 11.0M searches

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Competition

Great26%

top-5 click share — an open shelf

Conversion

Great9.1%

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

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay77%

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

Price range

Okay$1.05–$22.53

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

Growth

Bad-2.5%

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

Avg price

Bad$8.80

avg listing price — sweet spot $15–$100

Review moat

Bad28,245.91

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, eyebrow pencil is a $8.8M/yr Amazon United States market (11.0M searches/yr). The top 5 brands hold 77% of demand. Verdict: Worth a look — 63/100.

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

eyebrow pencil market data

Units sold / yr: 800K–1.0M; avg 10,000–12,500/product
Revenue / yr: $7.0M–$8.8M; units × avg price
Conversion rate: 9.1%
Avg BSR: #35
Page quality: 0%
Prime: 100%
Sponsored: 86%
Out of stock: 0.4%
Avg brand age: 53 months
Avg seller age: 133 days

Competition & brand share

Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.

Brands

17 falling

Sellers

203

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

26%

Top 20: 60%

Open market

18%

e.l.f.30%
NYX PROFESSIONAL MAKEUP15%
MAYBELLINE14%
L'Oreal Paris9%
wet n wild9%
Espoce5%
Open — no brand owns it (11 brands, 18%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -2.5% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top eyebrow pencil search terms

eyebrow pencils for women3.6M/yr -6.9%6.9% conv.
eyebrow pencil1.2M/yr +6.6%6.6% conv.
eyebrow pen932K/yr -15.6%3.5% conv.
brow pencil743K/yr +4.6%5.8% conv.
elf eyebrow pencil705K/yr +12.4%16.2% conv.
nyx eyebrow pencil530K/yr +26.5%9.4% conv.
eyebrow602K/yr -1.5%2.2% conv.
eye brow pencils for women452K/yr -4.1%6.4% conv.
maybelline eyebrow pencil352K/yr +3.8%6.0% conv.
brow pen222K/yr -14.0%2.9% conv.

All search terms

Top eyebrow 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NYX PROFESSIONAL MAKEUP Micro Brow Pencil Precise Eyebrow Pencil - Espresso

NYX PROFESSIONAL MAKEUP$10.074.5★72,027 rev

e.l.f. Instant Lift Brow Pencil Dual-Ended Precision Brow Pencils For Shaping & Defining Eyebrows Vegan & Cruelty-Free Neutral Brown 2-Pack

e.l.f.$5.774.6★4,449 rev

e.l.f. Instant Lift Brow Pencil Dual-Sided Precise Fine Tip Shapes Defines Fills Brows Contours Combs Tames Neutral Brown 0.006 Oz

e.l.f.$3.794.6★70,522 rev

e.l.f. Instant Lift Brow Pencil Dual-Sided Precise Fine Tip Shapes Defines Fills Brows Contours Combs Tames Taupe 0.006 Oz

e.l.f.$3.794.6★70,522 rev

Maybelline Total Temptation Eyebrow Definer Pencil Medium Brown 1 Count

MAYBELLINE$8.394.5★115,791 rev

Newest

by launch date

Espoce 2 Pack Eyebrow Pen Waterproof Microblading Eyebrow Pencil 4 Tip Precise Eye Brow Makeup Pen for Women to Effortlessly Create Hair Like Natural Brows Non Dry Out and Last All Day (Dark Brown)

Espoce$8.506,353 rev

1y ago

iMethod Microblading Eyebrow Pen - Eyebrow Pencil Magical 2-in-1 Dual-Ended Eye Brow Pencils for Women with 4-Fork-Tip & Precise Brush-Tip Create Natural Hair-Like Brows Last All-Day Dark Brown

iMethod$12.3210,647 rev

2y ago

e.l.f. Instant Lift Brow Pencil Dual-Ended Precision Brow Pencils For Shaping & Defining Eyebrows Vegan & Cruelty-Free Neutral Brown 2-Pack

e.l.f.$5.774,449 rev

4y ago

3Pcs Waterproof Eyebrow Pencil Dark Brown Premium Eye Brow Pencil Brn with Spoolie Brush Longwearing for Perfect Brows Professional Precision Defines Double-ended Eyebrow Pen for Women OCHEAL

O'CHEAL$5.902,466 rev

4y ago

LAURA GELLER NEW YORK Sculpt-n-Stay 2-in-1 Waterproof Eyebrow Pencil & Brow Gel Taupe Fills Sparse Brows Defines & Sets Smudge-Proof Long-Lasting Natural Finish

LAURA GELLER NEW YORK$16.504,606 rev

5y ago

What buyers say about eyebrow pencil

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

What buyers love

Color19%

“Color is accurate”

Quality-Overall13%

“Good Product & Affordable”

Ease Of Use13%

“Goes on easy”

Value For Money10%

“Great deal”

Durability7%

“It stays on all day”

Ease Of Application6%

“Application is easy”

Smudge Resistance3%

“Doesnt smudge”

Soft Feel3%

“Smooth look”

Advertised Vs Actual Product2%

“As described”

Water Resistance2%

“water proof”

What buyers complain about

Color17%

“Color was off”

Durability12%

“Didnt last”

Moist/Dry9%

“Too dry”

Functionality-Overall5%

“Doesn't work”

Value For Money5%

“Overpriced”

Quality-Overall5%

“Not consistent quality”

Ease Of Use3%

“Very difficult to remove”

Advertised Vs Actual Product3%

“Fake Advertisement”

Ease Of Application3%

“Uneven application”

Water Resistance3%

“Its NOT water proof”

Top return reasons

Color55%

Advertised Vs Actual Product9%

Functionality-Overall6%

Moist/Dry5%

Defective Material/Parts3%

Eyeliner Quality2%

Product Condition2%

Value For Money2%

Durability1%

Adhesion/Stickiness1%

Common questions

Is eyebrow pencil profitable to sell on Amazon United States?: The niche generates $8.8M/yr across 76 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -2.5%. Flapen's verdict: Worth a look (63/100).
How competitive is the eyebrow pencil niche?: 17 brands and 203 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in eyebrow pencil?: Top complaints mined from reviews: Color, Durability, Moist/Dry. The return rate is 0.6%.
When does demand for eyebrow pencil peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the eyebrow pencil niche?: Listings span $1.05–$22.53; the average listing price is $8.80 (sweet spot $15–$100). The average incumbent carries 28,246 reviews — the moat a new listing must climb.