Is merit eyeshadow profitable to sell on Amazon United States?

The niche generates $159K/yr across 33 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.5%. Flapen's verdict: Skip it (47/100).

How competitive is the merit eyeshadow niche?

6 brands and 126 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in merit eyeshadow?

Top complaints mined from reviews: Color, Durability, Ease Of Use. The return rate is 1.5%.

What does it cost to enter the merit eyeshadow niche?

Listings span $5.62–$48.07; the average listing price is $14.15 (sweet spot $15–$100). The average incumbent carries 7,128 reviews — the moat a new listing must climb.

merit eyeshadow

Skip it

Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.

Returns

Great1.5%

return rate — above 5% kills the launch gate

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Price range

Great$5.62–$48.07

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

Avg price

Good$14.15

avg listing price — sweet spot $15–$100

Competition

Good51%

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

Conversion

Okay3.7%

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

Market size

Okay$159K

$159K/yr · 307K searches

Review moat

Bad7,128.09

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-5.5%

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

Brand share

Bad99%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, merit eyeshadow is a $159K/yr Amazon United States market (307K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 47/100.

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

merit eyeshadow market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: $177K–$212K; units × avg price
Conversion rate: 3.7%
Avg BSR: #214
Page quality: 0%
Prime: 100%
Sponsored: 48%
Out of stock: 3.3%
Avg brand age: 63 months
Avg seller age: 138 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 falling

Sellers

126

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

51%

Top 20: 85%

Open market

REVLON63%
RMS Beauty16%
MAYBELLINE11%
e.l.f.8%
L'Oreal Paris1%
Julep1%

Demand

Weekly Amazon search volume, last 45 weeks — -5.5% search growth over the last 90 days.

Open Trend

Top merit eyeshadow search terms

revlon colorstay eyeshadow45K/yr -3.5%6.0% conv.
revlon cream eyeshadow36K/yr -6.6%4.9% conv.
rms eyeshadow21K/yr +24.5%1.0% conv.
elf cream eyeshadow24K/yr -17.0%1.5% conv.
essence cream eyeshadow11K/yr +6.4%0.5% conv.
rms beauty eyeshadow13K/yr +38.4%1.3% conv.
maybelline tattoo eyeshadow19K/yr -29.0%2.5% conv.
revlon creme eyeshadow14K/yr +2.8%4.4% conv.
revlon colorstay creme eyeshadow9K/yr +72.5%5.9% conv.
maybelline color tattoo eyeshadow24K/yr -48.1%1.5% conv.

All search terms

Top merit 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.

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

REVLON Colorstay Creme Eye Shadow - 730 Praline for Women - 0.18 Oz Eye Shadow 0.18 Oz

REVLON$6.754.4★8,455 rev

Revlon Crme Eyeshadow ColorStay 24 Hour Eye Makeup Highly Pigmented Cream Formula in Blendable Matte & Shimmer Finishes 705 Crme Brle 0.18 Oz

REVLON$7.314.2★8,774 rev

Revlon Crme Eyeshadow ColorStay 24 Hour Eye Makeup Highly Pigmented Cream Formula in Blendable Matte & Shimmer Finishes 710 Caramel 0.18 Oz

REVLON$6.664.4★8,455 rev

Revlon Crme Eyeshadow Palette Illuminance Eye Makeup with Crease- Resistant Ingredients Creamy Pigmented in Blendable Matte & Shimmer Finishes 710 Not Just Nudes 0.12 Oz

REVLON$6.434.3★13,354 rev

RMS Beauty Eyelights Cream Eyeshadow - Long-Wear Crease-Resistant Shimmer Eye Shadow - Luminous Hydrating Makeup for Mature Skin - 0.23 oz

RMS Beauty$27.053.9★615 rev

Newest

by launch date

RMS Beauty Eyelights Eye Shadow Palette - Talc-Free Gel-to-Powder Eyeshadow - 4 High-Pigment Matte & Shimmer Shades - Mature Skin Friendly

RMS Beauty$48.0741 rev

4mo ago

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

7mo ago

RMS Beauty Eye Love Cashmere Minis - Limited Edition Makeup Set of 3 Matte Cream Eyeshadows - Creaseproof & Hydrating Eye Shadow for Mature Skin

RMS Beauty$44.2413 rev

7mo ago

RMS Beauty Cashmere Matte Eyelights - Cream to Powder Matte Eyeshadow - Long-Wear Creaseproof Eye Shadow for Mature Eyes - Vegan & Talc-Free - 0.23 oz

RMS Beauty$27.19167 rev

1y ago

RMS Beauty Eyelights Cream Eyeshadow - Long-Wear Crease-Resistant Shimmer Eye Shadow - Luminous Hydrating Makeup for Mature Skin - 0.23 oz

RMS Beauty$28.07615 rev

1y ago

What buyers say about merit eyeshadow

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

What buyers love

Color31%

“Colors are beautiful”

Quality-Overall8%

“Excellent product”

Soft Feel7%

“Goes on smooth”

Ease Of Application6%

“Easy to Apply”

Ease Of Use6%

“Easy to use”

Value For Money5%

“reasonable price”

Durability4%

“Stays on ALL DAY”

Brightness/Shine/Glow3%

“Stunning Shimmer,”

Eyelash Quality3%

“This eyeshadow stick is my go-to for everyday long lasting makeup”

Advertised Vs Actual Product2%

“just what I wanted”

What buyers complain about

Color19%

“color was off”

Durability8%

“Broke within a week”

Ease Of Use6%

“Hard to remove”

Moist/Dry5%

“The stick was dry”

Quality-Overall4%

“Inferior quality”

Value For Money4%

“Waste of money”

Ease Of Application4%

“Breaks off in applicator”

Adhesion/Stickiness3%

“It was sort of sticky”

Brightness/Shine/Glow3%

“definitely has no shine”

Size-Overall3%

“Too small”

Top return reasons

Color53%

Advertised Vs Actual Product12%

Moist/Dry5%

Brightness/Shine/Glow4%

Adhesion/Stickiness4%

Texture/Consistency-Overall3%

Functionality-Overall2%

Product Condition2%

Defective Material/Parts2%

Weight Light2%

Common questions

Is merit eyeshadow profitable to sell on Amazon United States?: The niche generates $159K/yr across 33 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -5.5%. Flapen's verdict: Skip it (47/100).
How competitive is the merit eyeshadow niche?: 6 brands and 126 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in merit eyeshadow?: Top complaints mined from reviews: Color, Durability, Ease Of Use. The return rate is 1.5%.
What does it cost to enter the merit eyeshadow niche?: Listings span $5.62–$48.07; the average listing price is $14.15 (sweet spot $15–$100). The average incumbent carries 7,128 reviews — the moat a new listing must climb.