Is matte liquid eyeliner profitable to sell on Amazon United States?

The niche generates $585K/yr across 31 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is +7.6%. Flapen's verdict: Worth a look (63/100).

How competitive is the matte liquid eyeliner niche?

23 brands and 105 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 54% of demand.

What do buyers complain about in matte liquid eyeliner?

Top complaints mined from reviews: Durability, Color, Value For Money. The return rate is 0.7%.

When does demand for matte liquid eyeliner peak?

Demand peaks in Jun–Jul–Sep; the busiest month runs 2.5× the quietest.

What does it cost to enter the matte liquid eyeliner niche?

Listings span $1.99–$30.82; the average listing price is $11.73 (sweet spot $15–$100). The average incumbent carries 14,546 reviews — the moat a new listing must climb.

matte liquid eyeliner

Worth a look

Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Brand share

Great54%

top-5 brand share — no brand owns this niche

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Great7.1%

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

Market size

Good$585K

$585K/yr · 701K searches

Competition

Good49%

top-5 click share — leaders hold, buyers still browse

Price range

Good$1.99–$30.82

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

Avg price

Okay$11.73

avg listing price — sweet spot $15–$100

Growth

Okay+7.6%

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

Review moat

Bad14,545.68

avg incumbent reviews — the moat a new listing must climb

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, matte liquid eyeliner is a $585K/yr Amazon United States market (701K searches/yr). The top 5 brands hold 54% of demand. Demand peaks in Jun–Jul–Sep. Verdict: Worth a look — 63/100.

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

matte liquid eyeliner market data

Units sold / yr: 50K–60K; avg 1,500–2,000/product
Revenue / yr: $587K–$704K; units × avg price
Conversion rate: 7.1%
Avg BSR: #52
Page quality: 0%
Prime: 100%
Sponsored: 77%
Out of stock: 1.9%
Avg brand age: 67 months
Avg seller age: 140 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

23 rising

Sellers

105

Top-5 brand share

54%

Top 20: 97%

Top-5 click share

49%

Top 20: 88%

Open market

40%

L'Oreal Paris16%
Palladio12%
e.l.f.10%
Almay9%
NYX PROFESSIONAL MAKEUP7%
PERSONA6%

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — +7.6% search growth over the last 90 days.

Peak months: Jun, Jul, Sep · busiest ÷ quietest = 2.5×

Open Trend

Top matte liquid eyeliner search terms

plum eyeliner380K/yr +26.6%5.8% conv.
plum eyeliner for green eyes60K/yr +19.6%7.5% conv.
mulberry eyeliner39K/yr -50.2%6.5% conv.
eggplant eyeliner17K/yr +37.5%4.2% conv.
mulberry eyeliner for older women22K/yr -39.4%8.5% conv.
plum waterproof eyeliner17K/yr +80.0%5.3% conv.
mauve eyeliner14K/yr -13.2%4.7% conv.
plum eyeliner for blue eyes33K/yr +4.5%8.4% conv.
eyeliner for green eyes10K/yr -2.2%4.1% conv.
aubergine eyeliner11K/yr -16.5%5.5% conv.

All search terms

Top matte liquid 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.

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

LOreal Paris Makeup Infallible Pro-Last Pencil Eyeliner Waterproof and Smudge-Resistant Glides on Easily to Create any Look Aubergine 0.042 oz.

L'Oreal Paris$9.544.3★15,169 rev

e.l.f. Smoky Kohl Eyeliner Eye Pencil For Creating Long-Lasting Bold High-Pigmented Makeup Looks Vegan & Cruelty-Free Plum & Go

e.l.f.$3.814.4★3,865 rev

Palladio Retractable Waterproof Eyeliner Richly Pigmented Color and Creamy Slip Twist Up Pencil Eye Liner Smudge Proof Long Lasting Application All Day Wear No Sharpener Required Exotic Plum

Palladio$9.574.3★9,974 rev

PERSONA 24HR Plum Waterproof Eyeliner Pencil | Creamy Smudgeable Pencil for Lash Line & Waterline | All-Day to All-Night Wear | Vegan Cruelty-Free Paraben-Free | Made in USA

PERSONA$16.993.9★527 rev

essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (05 Verry Berry)

Essence Cosmetics$4.734.3★5,082 rev

Newest

by launch date

Wiyakwnry Plum Brown Creamy Glide-On Eyeliner Pencil for Mature Eyes No Tugging or Pulling for Soft & Natural Look Waterproof Smudge-Proof Long-Lasting with Sharpener

Wiyakwnry$9.1681 rev

3mo ago

Brenqe Plum Gel Eyeliner Pencil Smudge-proof Waterproof Long Lasting Plum Eye Liner High-Pigmented Smooth Creamy Formula for Mature Women Eyes Makeup Pen Includes Sharpener

Brenqe$8.88100 rev

6mo ago

Okerker Plum Gel Eyeliner Pencil Waterproof Smudge-proof Long Lasting Plum Eye Liner High-Pigmented Smooth Creamy Formula for Mature Women Eyes Makeup Pen with Sharpener

Okerker$8.62195 rev

8mo ago

PERSONA 24HR Plum Waterproof Eyeliner Pencil | Creamy Smudgeable Pencil for Lash Line & Waterline | All-Day to All-Night Wear | Vegan Cruelty-Free Paraben-Free | Made in USA

PERSONA$16.99527 rev

9mo ago

PRIME PROMETICS PrimeEyes Glide Eyeliner for Mature Women Waterproof Long-Stay and Mess-Proof Gel Creme Texture Discreet Sharpener and Effective Smudger (Mulberry)

PRIME PROMETICS$27.4312,210 rev

1y ago

What buyers say about matte liquid eyeliner

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

What buyers love

Color27%

“Accurate color”

Eyeliner Quality10%

“The liner goes on smoothly and easily”

Quality-Overall9%

“The quality is solid”

Soft Feel7%

“Glides on smooth”

Ease Of Application6%

“Easy to apply”

Smudge Resistance5%

“No smudging”

Ease Of Use5%

“EASY TO USE”

Durability4%

“It stays on all day”

Value For Money3%

“Good price”

Advertised Vs Actual Product3%

“As advertised”

What buyers complain about

Durability13%

“Did not last”

Color12%

“Not happy with the color”

Value For Money9%

“Not worth the price”

Eyeliner Quality7%

“Disappointing eyeliner”

Ease Of Application4%

“Terrible applicator”

Moist/Dry4%

“Its super dry”

Functionality-Overall4%

“Nonfunctional”

Smudge Resistance4%

“Its not really smudge resistant”

Quality-Overall4%

“Gross, no quality control”

Advertised Vs Actual Product4%

“Not as described”

Top return reasons

Eyeliner Quality34%

Color33%

Advertised Vs Actual Product7%

Functionality-Overall4%

Moist/Dry3%

Durability3%

Defective Material/Parts3%

Water Resistance2%

Ease Of Application2%

Quality-Overall2%

Common questions

Is matte liquid eyeliner profitable to sell on Amazon United States?: The niche generates $585K/yr across 31 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is +7.6%. Flapen's verdict: Worth a look (63/100).
How competitive is the matte liquid eyeliner niche?: 23 brands and 105 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 54% of demand.
What do buyers complain about in matte liquid eyeliner?: Top complaints mined from reviews: Durability, Color, Value For Money. The return rate is 0.7%.
When does demand for matte liquid eyeliner peak?: Demand peaks in Jun–Jul–Sep; the busiest month runs 2.5× the quietest.
What does it cost to enter the matte liquid eyeliner niche?: Listings span $1.99–$30.82; the average listing price is $11.73 (sweet spot $15–$100). The average incumbent carries 14,546 reviews — the moat a new listing must climb.