eyeliner
Worth a lookShows a $9.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$9.6M$9.6M/yr · 11.2M searches
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Conversion
Great10.6%search→purchase rate — share of searches ending in a sale
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay$1.07–$27.34cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Growth
Bad-2.1%90-day search growth — must beat 0% to launch
Avg price
Bad$8.09avg listing price — sweet spot $15–$100
Review moat
Bad32,191.74avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, eyeliner is a $9.6M/yr Amazon United States market (11.2M searches/yr). The top 5 brands hold 82% of demand. Verdict: Worth a look — 61/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
eyeliner market data
- Units sold / yr
- 1.0M–1.0M
- avg 30,000–40,000/product
- Revenue / yr
- $8.1M–$8.1M
- units × avg price
- Conversion rate
- 10.6%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 68%
- Out of stock
- 0.0%
- Avg brand age
- 60 months
- Avg seller age
- 124 days
Competition & brand share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.Brands
17 rising
Sellers
170
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
42%
Top 20: 84%
Open market
13%
- NYX PROFESSIONAL MAKEUP21%
- wet n wild19%
- REVLON17%
- e.l.f.17%
- MAYBELLINE8%
- Wonderskin5%
- Open — no brand owns it (11 brands, 13%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top eyeliner search terms
- eyeliner3.3M/yr
- eye liner1.1M/yr
- liquid eyeliner1.0M/yr
- eyeliner pencil913K/yr
- waterproof eyeliner565K/yr
- black eyeliner656K/yr
- nyx eyeliner545K/yr
- maybelline eyeliner433K/yr
- gel eyeliner415K/yr
- eyeliner for older women180K/yr
Top eyeliner 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
NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner - Black Vegan Formula
NYX PROFESSIONAL MAKEUP$9.164.5★106,718 rev
Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 201 Black 2 pack
REVLON$10.564.5★51,636 rev
e.l.f. No Budge Retractable Eyeliner Creamy Ultra-Pigmented & Waterproof Creates Bold & Defined Lines Vegan & Cruelty-Free Black
e.l.f.$5.784.4★34,544 rev
Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 202 Black Brown 0.01 oz
REVLON$6.504.5★51,636 rev
wet n wild Mega Last Breakup Proof Waterproof Retractable Gel Eyeliner - Ultra Pigmented 16-Hour Long Wear Smudge Proof Satin Finish Formula Cruelty-Free & Vegan - Charcoal
wet n wild$2.254.4★39,590 rev
Newest
by launch date
Wonderskin Eyeliner Pencil 1440 Longwear Deep Black Eyeliner Pencil - Waterproof Sharpenable & Smudge Proof (Liquorice)
Wonderskin$16.328,167 rev
e.l.f. Expert Liquid Liner High-Pigmented Extra-Fine Liquid Eyeliner For Precise Definition Long-Lasting Vegan & Cruelty-Free Jet Black 0.14 oz 2 count(Pack of 1)
e.l.f.$5.5611,476 rev
BEPHOLAN Black Gel Eyeliner Pencil Waterproof Smudge Proof Eyeliner Long-Lasting Matte Eye Liner Retractable with Built-in Sharpener for Waterline & Daily Makeup (BLACK)
BEPHOLAN$8.532,902 rev
wet n wild Mega Last Breakup Proof Waterproof Retractable Gel Eyeliner - Ultra Pigmented 16-Hour Long Wear Smudge Proof Satin Finish Formula Cruelty-Free & Vegan - Charcoal
wet n wild$2.2539,590 rev
wet n wild Mega Last Breakup Proof Liquid Eyeliner - Ultra-Fine Brush Waterproof 16-Hour Long-Lasting Wear- Cruelty-Free & Vegan - Black
wet n wild$5.3821,460 rev
Trending
90-day click momentum
URBAN DECAY 24/7 Glide-On Waterproof Eyeliner Pencil - Smudge-Proof Long-Lasting Transfer-Proof Up to 16HR Wear Smooth No-Tug Formula Perversion (Matte Blackest Black) - 0.04 oz
URBAN DECAY$16.374.3★
Wonderskin Eyeliner Pencil 1440 Longwear Deep Black Eyeliner Pencil - Waterproof Sharpenable & Smudge Proof (Liquorice)
Wonderskin$16.323.8★
e.l.f. Expert Liquid Liner High-Pigmented Extra-Fine Liquid Eyeliner For Precise Definition Long-Lasting Vegan & Cruelty-Free Jet Black 0.14 oz 2 count(Pack of 1)
e.l.f.$5.564.6★
COVERGIRL Perfect Point Plus Eyeliner Pencil Black Onyx Pack of 1 Long-Lasting Versatile Black Eyeliner Soft Smudging Tip No Sharpening Needed
COVERGIRL$5.104.4★
BEPHOLAN Black Gel Eyeliner Pencil Waterproof Smudge Proof Eyeliner Long-Lasting Matte Eye Liner Retractable with Built-in Sharpener for Waterline & Daily Makeup (BLACK)
BEPHOLAN$8.534.3★
What buyers say about eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“This eyeliner stays put for a long time”
“Color is good”
“It appears to be well made”
“It stays on all day”
“lasts all day without smudging”
“Smooth and creamy”
“Amazing value”
“Application easy,”
“Easy to blend”
“Truly is water proof”
What buyers complain about
“Did not last”
“Definitely smudges”
“Not smudge or waterproof”
“Poor eyeliner”
“Expensive”
“Dried Out”
“Looks can be deceiving”
“now barely works”
“Bad quality”
“Color is very faded as well”
Top return reasons
Common questions
- Is eyeliner profitable to sell on Amazon United States?
- The niche generates $9.6M/yr across 38 tracked products. 90-day search growth is -2.1%. Flapen's verdict: Worth a look (61/100).
- How competitive is the eyeliner niche?
- 17 brands and 170 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in eyeliner?
- Top complaints mined from reviews: Durability, Smudge Resistance, Water Resistance. The return rate is 0.5%.
- When does demand for eyeliner peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the eyeliner niche?
- Listings span $1.07–$27.34; the average listing price is $8.09 (sweet spot $15–$100). The average incumbent carries 32,192 reviews — the moat a new listing must climb.