liquid eyeshadow
Skip itSoft demand (-2.8% this quarter) — this niche doesn't clear our bar today.
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Returns
Great1.9%return rate — above 5% kills the launch gate
Price range
Good$5.91–$34.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$12.14avg listing price — sweet spot $15–$100
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Brand share
Okay79%top-5 brand share — brands hold most of the demand
Market size
Okay$212K$212K/yr · 731K searches
Conversion
Okay2.4%search→purchase rate — share of searches ending in a sale
Growth
Bad-2.8%90-day search growth — must beat 0% to launch
Review moat
Bad5,672.19avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, liquid eyeshadow is a $212K/yr Amazon United States market (731K searches/yr). The top 5 brands hold 79% of demand. Verdict: Skip it — 46/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
liquid eyeshadow market data
- Units sold / yr
- 15K–20K
- avg 250–500/product
- Revenue / yr
- $182K–$243K
- units × avg price
- Conversion rate
- 2.4%
- Avg BSR
- #93
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 8.0%
- Avg brand age
- 54 months
- Avg seller age
- 128 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
84
Top-5 brand share
79%
Top 20: 100%
Top-5 click share
59%
Top 20: 98%
Open market
18%
- e.l.f.58%
- NYX PROFESSIONAL MAKEUP9%
- REVLON4%
- Sacheu4%
- ONarisae4%
- stila3%
- Open — no brand owns it (8 brands, 18%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top liquid eyeshadow search terms
- liquid eyeshadow442K/yr
- elf liquid eyeshadow79K/yr
- liquid eye shadow55K/yr
- liquid eyeshadow matte26K/yr
- matte liquid eyeshadow25K/yr
- eyeshadow liquid12K/yr
- nyx liquid eyeshadow9K/yr
- eye tint10K/yr
- liquid matte eyeshadow10K/yr
- liquid eyeshadow set9K/yr
Top liquid eyeshadow 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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.$7.934.3★951 rev
e.l.f. Liquid Metallic Eyeshadow Gel Formula Multi-Dimensional Finish For Bold Eye Looks One-Swipe Coverage Vegan & Cruelty-Free Moon 0.1 Fl Oz
e.l.f.$6.924.3★11,203 rev
NYX PROFESSIONAL MAKEUP Ultimate Glow Shots Liquid Eyeshadow Long-Lasting Shimmer Eye Shadow with Vitamin C - Come Thru Coconut
NYX PROFESSIONAL MAKEUP$8.684.3★2,317 rev
e.l.f. Liquid Metallic Eyeshadow Gel Formula High-Impact Multi-Dimensional Finish One-Swipe Coverage Little Dipper 0.1 Fl Oz (3mL)
e.l.f.$6.394.3★11,203 rev
Sacheu Liquid Eyeshadow STAY-N Longwear Eye Makeup Buildable Highly Pigmented & Blendable Eye Shadow Cream in Matte & Shimmer Finishes Shu-ggah
Sacheu$13.923.9★591 rev
Newest
by launch dateSacheu Liquid Eyeshadow STAY-N Longwear Eye Makeup Buildable Highly Pigmented & Blendable Eye Shadow Cream in Matte & Shimmer Finishes Shu-ggah
Sacheu$13.92591 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
e.l.f. Liquid Velvet Eyeshadow Crease-Resistant Liquid-to-Powder Eyeshadow For A Rich Soft-Matte Finish Vegan & Cruelty-Free Pink Chiffon
e.l.f.$7.93951 rev
e.l.f. Liquid Velvet Eyeshadow Crease-Resistant Liquid-to-Powder Eyeshadow For A Rich Soft-Matte Finish Vegan & Cruelty-Free Extra Toasted
e.l.f.$7.94951 rev
e.l.f. Liquid Velvet Eyeshadow Crease-Resistant Liquid-to-Powder Eyeshadow For A Rich Soft-Matte Finish Vegan & Cruelty-Free Currant Mood
e.l.f.$7.88951 rev
Trending
90-day click momentum
butter LONDON Sheer Wisdom Serum Shadow Buttercream
butter LONDON$16.274.5★
e.l.f. Liquid Velvet Eyeshadow Crease-Resistant Liquid-to-Powder Eyeshadow For A Rich Soft-Matte Finish Vegan & Cruelty-Free Extra Toasted
e.l.f.$7.944.3★
e.l.f. Liquid Velvet Eyeshadow Crease-Resistant Liquid-to-Powder Eyeshadow For A Rich Soft-Matte Finish Vegan & Cruelty-Free Pink Chiffon
e.l.f.$7.934.3★
Sacheu Liquid Eyeshadow STAY-N Longwear Eye Makeup Buildable Highly Pigmented & Blendable Eye Shadow Cream in Matte & Shimmer Finishes Shu-ggah
Sacheu$13.923.9★
stila Liqua Play Liquid Eye Shadow | Long-Wear Matte Cream Eyeshadow with Blendable Buildable Lightweight Formula | No Crease Budge or Fade | Infused with Shea Butter & Vitamin E
stila$24.144.4★
What buyers say about liquid eyeshadow
What buyers praise and complain about, mined from review topics.What buyers love
“Color is pretty”
“Looks great and blends out nicely”
“Easy to Apply”
“Easy to use”
“reasonable price”
“Smooth and soft”
“stays put all day”
“I'm in love with these eyeshadows combo it's applies very smooth”
“Very shimmery”
“dries pretty quickly”
What buyers complain about
“darker than expected”
“Too dry”
“Stick broke”
“Irritated eyes”
“Product is cheaply made”
“Application is a little difficult”
“WASTE OF MONEY”
“It's very sticky”
“Very thick and creases quickly”
“Not as pictured”
Top return reasons
Common questions
- Is liquid eyeshadow profitable to sell on Amazon United States?
- The niche generates $212K/yr across 21 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -2.8%. Flapen's verdict: Skip it (46/100).
- How competitive is the liquid eyeshadow niche?
- 14 brands and 84 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 79% of demand.
- What do buyers complain about in liquid eyeshadow?
- Top complaints mined from reviews: Color, Moist/Dry, Durability. The return rate is 1.9%.
- When does demand for liquid eyeshadow peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the liquid eyeshadow niche?
- Listings span $5.91–$34.65; the average listing price is $12.14 (sweet spot $15–$100). The average incumbent carries 5,672 reviews — the moat a new listing must climb.