eyeshadow stick
Worth a lookShows a fragmented shelf (top 5 take 25% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Competition
Great25%top-5 click share — an open shelf
Brand share
Great50%top-5 brand share — no brand owns this niche
Returns
Great1.5%return rate — above 5% kills the launch gate
Market size
Great$1.1M$1.1M/yr · 4.0M searches
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Price range
Good$1.94–$33.58cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.0%search→purchase rate — share of searches ending in a sale
Avg price
Okay$9.20avg listing price — sweet spot $15–$100
Growth
Bad-4.5%90-day search growth — must beat 0% to launch
Review moat
Bad12,375.59avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, eyeshadow stick is a $1.1M/yr Amazon United States market (4.0M searches/yr). The top 5 brands hold 50% of demand. Verdict: Worth a look — 63/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
eyeshadow stick market data
- Units sold / yr
- 125K–150K
- avg 1,000–1,250/product
- Revenue / yr
- $1.1M–$1.4M
- units × avg price
- Conversion rate
- 3.0%
- Avg BSR
- #50
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 78%
- Out of stock
- 1.6%
- Avg brand age
- 49 months
- Avg seller age
- 129 days
Competition & brand share
Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.Brands
37 rising
Sellers
229
Top-5 brand share
50%
Top 20: 90%
Top-5 click share
25%
Top 20: 51%
Open market
43%
- wet n wild12%
- Julep10%
- ColourPop10%
- REVLON10%
- e.l.f.9%
- COVERGIRL7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top eyeshadow stick search terms
- eyeshadow stick878K/yr
- eye shadow sticks493K/yr
- glitter eyeshadow502K/yr
- cream eyeshadow445K/yr
- maybelline eyeshadow220K/yr
- pink eyeshadow188K/yr
- wet n wild eyeshadow130K/yr
- cream eyeshadow stick140K/yr
- covergirl eyeshadow157K/yr
- eye shadow stick116K/yr
Top eyeshadow 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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$9.504.1★1,625 rev
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$14.604.3★58,376 rev
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$8.384.5★2,277 rev
wet n wild Color Icon Cream Eyeliner Eyeshadow Multi-Stick Moisturizing Nourishing Velvety Cream-to-Powder Buildable & Blendable Formula Cruelty-Free & Vegan - Brown Sugar
wet n wild$1.954.3★16,511 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
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$13.85270 rev
wet n wild Chameleon Chrome Eyeshadow - Nebula Rush
wet n wild$7.01407 rev
e.l.f. Liquid Velvet Eyeshadow Crease-Resistant Liquid-to-Powder Eyeshadow For A Rich Soft-Matte Finish Vegan & Cruelty-Free Beige & Boujee
e.l.f.$7.93951 rev
ColourPop Shadow Stix - Multichrome Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Cotton Candy (0.05 oz)
ColourPop$11.66818 rev
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$9.501,625 rev
Trending
90-day click momentumwet n wild Chameleon Chrome Eyeshadow - Nebula Rush
wet n wild$7.014.6★
wet n wild Color Icon Cream Eyeliner Eyeshadow Multi-Stick Moisturizing Nourishing Velvety Cream-to-Powder Buildable & Blendable Formula Cruelty-Free & Vegan - Brown Sugar
wet n wild$1.954.3★
Ylapagne 6 Color Eyeshadow Stick Set Portable Two Tone Eyeshadow Gradient Stick Glitter Gradient Eye shadow Waterproof Eye shadow Pen for Eye Make Up Tool (3 PCS) (BROWN)
Ylapagne$9.523.9★
FANDAMEI 40 Colors Face Glitter Face Paint Glitter Gel - Face Glitter for Women Girls No Glue Needed Multi-Purpose Glitter Makeup for Hair Face Body Halloween Rave Carnival
Fandamei$8.054.6★
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$13.854.0★
What buyers say about eyeshadow stick
What buyers praise and complain about, mined from review topics.What buyers love
“AMAZING COLORS”
“Excellent product”
“Reasonable price”
“Nice and soft”
“gives a nice glow”
“Ease to apply”
“Goes on easy”
“Stays in all day”
“Can use it for eyes, cheeks, and lips”
“Buttery texture”
What buyers complain about
“Color was off”
“breaks apart”
“Need better quality control”
“Too shiny”
“Too hard to open”
“Not worth the price”
“product was extremely dry”
“Difficult to apply”
“Not a good fit”
“Looks can be deceiving”
Top return reasons
Common questions
- Is eyeshadow stick profitable to sell on Amazon United States?
- The niche generates $1.1M/yr across 95 tracked products. 12 of 14 products launched in the last 360 days are still selling. 90-day search growth is -4.5%. Flapen's verdict: Worth a look (63/100).
- How competitive is the eyeshadow stick niche?
- 37 brands and 229 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 50% of demand.
- What do buyers complain about in eyeshadow stick?
- Top complaints mined from reviews: Color, Durability, Quality-Overall. The return rate is 1.5%.
- When does demand for eyeshadow stick peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the eyeshadow stick niche?
- Listings span $1.94–$33.58; the average listing price is $9.20 (sweet spot $15–$100). The average incumbent carries 12,376 reviews — the moat a new listing must climb.