---
title: "Eyeliner — $9.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/eyeliner"
last_updated: "2026-08-11T05:26:35.050Z"
locale: en
meta:
description: "Niche score 61/100 · $9.6M/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 61/100 · $9.6M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Eyeliner — $9.6M/yr Amazon US Niche (2026) - Flapen"
---
# **eyeliner**
**Worth a look**
Shows a $9.6M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 24Conversion 89Competition 72Returns 97Price range 47Avg price 22Brand share 38Review moat 10Quality gap 57
**Market size**
**Incredible****$9.6M**
$9.6M/yr · 11.2M searches
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.6%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****$1.07–$27.34**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****82%**
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****$8.09**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****32,191.74**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
300K200KSpike '24Prime Day '25Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/eyeliner/trend)
## **Top eyeliner search terms**
- **eyeliner**3.3M/yr-1.1%7.0% conv. - **eye liner**1.1M/yr+0.7%7.6% conv. - **liquid eyeliner**1.0M/yr-4.3%7.9% conv. - **eyeliner pencil**913K/yr-10.1%7.5% conv. - **waterproof eyeliner**565K/yr+5.0%5.5% conv. - **black eyeliner**656K/yr-3.4%14.2% conv. - **nyx eyeliner**545K/yr+1.7%9.8% conv. - **maybelline eyeliner**433K/yr-9.9%4.3% conv. - **gel eyeliner**415K/yr-19.2%2.4% conv. - **eyeliner for older women**180K/yr+51.9%4.0% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/eyeliner/search-terms)
## **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.
0%4%$384K8%$769K12%$1.2M16%$1.5M1K10K100K1.0M 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**NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Liquid Eyeliner - Black Vegan Formula**NYX PROFESSIONAL MAKEUP**$9.16**4.5★106,718 rev](https://www.amazon.com/dp/B074Y8LM6T) [2**Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 201 Black 2 pack**REVLON**$10.56**4.5★51,636 rev](https://www.amazon.com/dp/B01J1A3TFW) [3**e.l.f. No Budge Retractable Eyeliner Creamy Ultra-Pigmented & Waterproof Creates Bold & Defined Lines Vegan & Cruelty-Free Black**e.l.f.**$5.78**4.4★34,544 rev](https://www.amazon.com/dp/B07MWSXPT1) [4**Revlon ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 202 Black Brown 0.01 oz**REVLON**$6.50**4.5★51,636 rev](https://www.amazon.com/dp/B000H3I2JG) [5**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**$2.25**4.4★39,590 rev](https://www.amazon.com/dp/B082YPRCMM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Wonderskin Eyeliner Pencil 1440 Longwear Deep Black Eyeliner Pencil - Waterproof Sharpenable & Smudge Proof (Liquorice)**Wonderskin**$16.32**8,167 rev3y ago](https://www.amazon.com/dp/B0BSR2ZBK1) [**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.**$5.56**11,476 rev3y ago](https://www.amazon.com/dp/B0BSR7D8RB) [**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**$8.53**2,902 rev3y ago](https://www.amazon.com/dp/B0BSGZK36W) [**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**$2.25**39,590 rev6y ago](https://www.amazon.com/dp/B082YPRCMM) [**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**$5.38**21,460 rev6y ago](https://www.amazon.com/dp/B082YQ8TXR)
**~~View all new products →~~**
### **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**$16.37**4.3★**▲ 41%**](https://www.amazon.com/dp/B006Z79SBE) [**Wonderskin Eyeliner Pencil 1440 Longwear Deep Black Eyeliner Pencil - Waterproof Sharpenable & Smudge Proof (Liquorice)**Wonderskin**$16.32**3.8★**▲ 38%**](https://www.amazon.com/dp/B0BSR2ZBK1) [**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.**$5.56**4.6★**▲ 24%**](https://www.amazon.com/dp/B0BSR7D8RB) [**COVERGIRL Perfect Point Plus Eyeliner Pencil Black Onyx Pack of 1 Long-Lasting Versatile Black Eyeliner Soft Smudging Tip No Sharpening Needed**COVERGIRL**$5.10**4.4★**▲ 22%**](https://www.amazon.com/dp/B001SYWTFG) [**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**$8.53**4.3★**▲ 20%**](https://www.amazon.com/dp/B0BSGZK36W)
**~~View all trending →~~**
## **What buyers say about eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyeliner Quality**15%
*“This eyeliner stays put for a long time”*
**Color**10%
*“Color is good”*
**Quality-Overall**9%
*“It appears to be well made”*
**Durability**8%
*“It stays on all day”*
**Smudge Resistance**8%
*“lasts all day without smudging”*
**Soft Feel**6%
*“Smooth and creamy”*
**Value For Money**6%
*“Amazing value”*
**Ease Of Application**6%
*“Application easy,”*
**Ease Of Use**5%
*“Easy to blend”*
**Water Resistance**3%
*“Truly is water proof”*
### **What buyers complain about **
**Durability**16%
*“Did not last”*
**Smudge Resistance**14%
*“Definitely smudges”*
**Water Resistance**7%
*“Not smudge or waterproof”*
**Eyeliner Quality**7%
*“Poor eyeliner”*
**Value For Money**7%
*“Expensive”*
**Moist/Dry**5%
*“Dried Out”*
**Advertised Vs Actual Product**5%
*“Looks can be deceiving”*
**Functionality-Overall**4%
*“now barely works”*
**Quality-Overall**4%
*“Bad quality”*
**Color**3%
*“Color is very faded as well”*
### **Top return reasons **
**Eyeliner Quality**35%
**Color**12%
**Advertised Vs Actual Product**9%
**Moist/Dry**7%
**Functionality-Overall**6%
**Water Resistance**6%
**Defective Material/Parts**3%
**Durability**3%
**Value For Money**2%
**Smudge Resistance**2%
## **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.
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