---
title: "Merit Eyeshadow — $159K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/merit-eyeshadow"
last_updated: "2026-08-11T11:22:31.319Z"
locale: en
meta:
description: "Niche score 47/100 · $159K/yr market · 307K searches/yr · $14.15 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $159K/yr market · 307K searches/yr · $14.15 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Merit Eyeshadow — $159K/yr Amazon US Niche (2026) - Flapen"
---
# **merit eyeshadow**
**Skip it**
Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.
Market size 33Growth 22Conversion 46Competition 57Returns 85Price range 77Avg price 68Brand share 3Review moat 23Quality gap 81
**Returns**
**Great****1.5%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.2★**
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**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Okay****3.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****$159K**
$159K/yr · 307K searches
**Review moat**
**Bad****7,128.09**
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**
**Bad****99%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**0%**
- 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.
10K6KSpike '25Spike '26Sep '25Oct '25Dec '25Feb '26Mar '26May '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/merit-eyeshadow/trend)
## **Top merit eyeshadow search terms**
- **revlon colorstay eyeshadow**45K/yr-3.5%6.0% conv. - **revlon cream eyeshadow**36K/yr-6.6%4.9% conv. - **rms eyeshadow**21K/yr+24.5%1.0% conv. - **elf cream eyeshadow**24K/yr-17.0%1.5% conv. - **essence cream eyeshadow**11K/yr+6.4%0.5% conv. - **rms beauty eyeshadow**13K/yr+38.4%1.3% conv. - **maybelline tattoo eyeshadow**19K/yr-29.0%2.5% conv. - **revlon creme eyeshadow**14K/yr+2.8%4.4% conv. - **revlon colorstay creme eyeshadow**9K/yr+72.5%5.9% conv. - **maybelline color tattoo eyeshadow**24K/yr-48.1%1.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/merit-eyeshadow/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.
0%10%$16K20%$32K30%$48K40%$64K101001K10K100K 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**REVLON Colorstay Creme Eye Shadow - 730 Praline for Women - 0.18 Oz Eye Shadow 0.18 Oz**REVLON**$6.75**4.4★8,455 rev](https://www.amazon.com/dp/B01KHSV0B2) [2**Revlon Crme Eyeshadow ColorStay 24 Hour Eye Makeup Highly Pigmented Cream Formula in Blendable Matte & Shimmer Finishes 705 Crme Brle 0.18 Oz**REVLON**$7.31**4.2★8,774 rev](https://www.amazon.com/dp/B01KHSV0UI) [3**Revlon Crme Eyeshadow ColorStay 24 Hour Eye Makeup Highly Pigmented Cream Formula in Blendable Matte & Shimmer Finishes 710 Caramel 0.18 Oz**REVLON**$6.66**4.4★8,455 rev](https://www.amazon.com/dp/B01KHSV0TE) [4**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**$6.43**4.3★13,354 rev](https://www.amazon.com/dp/B00005UFET) [5**RMS Beauty Eyelights Cream Eyeshadow - Long-Wear Crease-Resistant Shimmer Eye Shadow - Luminous Hydrating Makeup for Mature Skin - 0.23 oz**RMS Beauty**$27.05**3.9★615 rev](https://www.amazon.com/dp/B0C7YN7GYN)
**~~View all top sellers →~~**
### **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**$48.07**41 rev4mo ago](https://www.amazon.com/dp/B0GK38HG91) [**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.**$7.93**951 rev7mo ago](https://www.amazon.com/dp/B0FWVJB2X4) [**RMS Beauty Eye Love Cashmere Minis - Limited Edition Makeup Set of 3 Matte Cream Eyeshadows - Creaseproof & Hydrating Eye Shadow for Mature Skin**RMS Beauty**$44.24**13 rev7mo ago](https://www.amazon.com/dp/B0G3RJJCBF) [**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**$27.19**167 rev1y ago](https://www.amazon.com/dp/B0DSLLWBPM) [**RMS Beauty Eyelights Cream Eyeshadow - Long-Wear Crease-Resistant Shimmer Eye Shadow - Luminous Hydrating Makeup for Mature Skin - 0.23 oz**RMS Beauty**$28.07**615 rev1y ago](https://www.amazon.com/dp/B0DQQ5TF2M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**RMS Beauty Eye Love Cashmere Minis - Limited Edition Makeup Set of 3 Matte Cream Eyeshadows - Creaseproof & Hydrating Eye Shadow for Mature Skin**RMS Beauty**$44.24**3.4★**▲ 136%**](https://www.amazon.com/dp/B0G3RJJCBF) [**RMS Beauty Eyelights Cream Eyeshadow - Long-Wear Crease-Resistant Shimmer Eye Shadow - Luminous Hydrating Makeup for Mature Skin - 0.23 oz**RMS Beauty**$26.91**3.9★**▲ 111%**](https://www.amazon.com/dp/B0CTVJZNCY) [**RMS Beauty Eyelights Cream Eyeshadow - Long-Wear Crease-Resistant Shimmer Eye Shadow - Luminous Hydrating Makeup for Mature Skin - 0.23 oz**RMS Beauty**$28.07**3.9★**▲ 110%**](https://www.amazon.com/dp/B0DQQ5TF2M) [**REVLON Crme Eyeshadow ColorStay 24 Hour Eye Makeup Highly Pigmented Cream Formula in Blendable Matte & Shimmer Finishes 750 Vanilla 0.18 Oz**REVLON**$7.05**4.2★**▲ 87%**](https://www.amazon.com/dp/B01KHSV5SK) [**RMS Beauty Eyelights Eye Shadow Palette - Talc-Free Gel-to-Powder Eyeshadow - 4 High-Pigment Matte & Shimmer Shades - Mature Skin Friendly**RMS Beauty**$48.07**4.2★**▲ 73%**](https://www.amazon.com/dp/B0GK38HG91)
**~~View all trending →~~**
## **What buyers say about merit eyeshadow**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**31%
*“Colors are beautiful”*
**Quality-Overall**8%
*“Excellent product”*
**Soft Feel**7%
*“Goes on smooth”*
**Ease Of Application**6%
*“Easy to Apply”*
**Ease Of Use**6%
*“Easy to use”*
**Value For Money**5%
*“reasonable price”*
**Durability**4%
*“Stays on ALL DAY”*
**Brightness/Shine/Glow**3%
*“Stunning Shimmer,”*
**Eyelash Quality**3%
*“This eyeshadow stick is my go-to for everyday long lasting makeup”*
**Advertised Vs Actual Product**2%
*“just what I wanted”*
### **What buyers complain about **
**Color**19%
*“color was off”*
**Durability**8%
*“Broke within a week”*
**Ease Of Use**6%
*“Hard to remove”*
**Moist/Dry**5%
*“The stick was dry”*
**Quality-Overall**4%
*“Inferior quality”*
**Value For Money**4%
*“Waste of money”*
**Ease Of Application**4%
*“Breaks off in applicator”*
**Adhesion/Stickiness**3%
*“It was sort of sticky”*
**Brightness/Shine/Glow**3%
*“definitely has no shine”*
**Size-Overall**3%
*“Too small”*
### **Top return reasons **
**Color**53%
**Advertised Vs Actual Product**12%
**Moist/Dry**5%
**Brightness/Shine/Glow**4%
**Adhesion/Stickiness**4%
**Texture/Consistency-Overall**3%
**Functionality-Overall**2%
**Product Condition**2%
**Defective Material/Parts**2%
**Weight Light**2%
## **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.
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