navy blue eyeliner
Skip itPrices mostly outside the sweet spot ($1.99–$16.32) — this niche doesn't clear our bar today.
Returns
Great1.1%return rate — above 5% kills the launch gate
Conversion
Great10.3%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Good69%top-5 brand share — brands hold most of the demand
Growth
Okay+13.8%90-day search growth — must beat 0% to launch
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Avg price
Bad$8.09avg listing price — sweet spot $15–$100
Market size
Bad$60K$60K/yr · 73K searches
Review moat
Bad25,634avg incumbent reviews — the moat a new listing must climb
Price range
Bad$1.99–$16.32cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United States niche tracking, navy blue eyeliner is a $60K/yr Amazon United States market (73K searches/yr). The top 5 brands hold 69% of demand. Verdict: Skip it — 47/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
navy blue eyeliner market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- $49K–$65K
- units × avg price
- Conversion rate
- 10.3%
- Avg BSR
- #48
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 62%
- Out of stock
- 0.0%
- Avg brand age
- 77 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
15 rising
Sellers
89
Top-5 brand share
69%
Top 20: 100%
Top-5 click share
64%
Top 20: 99%
Open market
24%
- NYX PROFESSIONAL MAKEUP22%
- REVLON19%
- MAYBELLINE10%
- L.A. COLORS10%
- COVERGIRL8%
- Rimmel6%
Demand & seasonality
Weekly Amazon search volume, last 102 weeks — +13.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top navy blue eyeliner search terms
- navy blue eyeliner22K/yr
- navy eyeliner20K/yr
- dark blue eyeliner14K/yr
- navy blue eyeliner pencil7K/yr
- navy eyeliner pencil5K/yr
- loreal le liner signature eyeliner3K/yr
- loreal le liner1K/yr
Top navy blue 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.
All 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 213 Navy 0.01 oz
REVLON$7.564.5★51,636 rev
NYX PROFESSIONAL MAKEUP Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Sapphire Bling Deep Blue Eyeliner
NYX PROFESSIONAL MAKEUP$6.624.5★103,040 rev
L.A. COLORS Auto Eye Pencil Navy CAE664A
L.A. COLORS$2.394.3★781 rev
CoverGirl Perfect Point Plus Eyeliner Pencil Midnight Blue Long-Lasting Versatile Navy Soft Smudging Tip No Sharpening Needed Pack of 1
COVERGIRL$5.584.4★28,520 rev
Maybelline TattooStudio Long-Lasting Sharpenable Eyeliner Pencil Glide on Smooth Gel Pigments with 36 Hour Wear Waterproof Striking Navy 1 Count
MAYBELLINE$7.694.4★36,243 rev
Newest
by launch date
e.l.f. No Budge Retractable Eyeliner Creamy Ultra-Pigmented & Waterproof Creates Bold & Defined Lines Vegan & Cruelty-Free Navy
e.l.f.$5.9134,544 rev
e.l.f. Smoky Kohl Eyeliner Eye Pencil For Creating Long-Lasting Bold High-Pigmented Makeup Looks Vegan & Cruelty-Free Vintage Denim
e.l.f.$3.743,865 rev
REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 213 Navy 0.01 oz
REVLON$7.5651,636 rev
NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Matte Liquid Eyeliner with Vegan Formula - Mid Night Rise (Deep Navy)
NYX PROFESSIONAL MAKEUP$9.34106,718 rev
essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (10 | Mystic Blue)
Essence Cosmetics$4.585,082 rev
Trending
90-day click momentum
Julep When Pencil Met Gel Eyeliner Waterproof Long-Lasting Smudge-Proof Liner for Everyday to Night Looks Ocean Blue
Julep$11.414.1★
L.A. COLORS Auto Eye Pencil Navy CAE664A
L.A. COLORS$2.394.3★
e.l.f. Smoky Kohl Eyeliner Eye Pencil For Creating Long-Lasting Bold High-Pigmented Makeup Looks Vegan & Cruelty-Free Vintage Denim
e.l.f.$3.744.4★
CoverGirl Perfect Point Plus Eyeliner Pencil Midnight Blue Long-Lasting Versatile Navy Soft Smudging Tip No Sharpening Needed Pack of 1
COVERGIRL$5.584.4★
essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (10 | Mystic Blue)
Essence Cosmetics$4.584.3★
What buyers say about navy blue eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Eyeliner lasts long”
“rich color”
“Stays on all day”
“lasts all day without smudging”
“EVERYTHING THEY SAY GOOD IS TRUE”
“Smooth and creamy”
“As advertised”
“Easy to apply”
“I really love this mascara”
“Goes on easy”
What buyers complain about
“Did not last”
“Definitely smudges”
“more expensive”
“Didnt work as advertised”
“Poor eyeliner”
“Not Waterproof”
“now barely works”
“Not high quality like it says”
“Too dark”
“Allergic reaction”
Top return reasons
Common questions
- Is navy blue eyeliner profitable to sell on Amazon United States?
- The niche generates $60K/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +13.8%. Flapen's verdict: Skip it (47/100).
- How competitive is the navy blue eyeliner niche?
- 15 brands and 89 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 69% of demand.
- What do buyers complain about in navy blue eyeliner?
- Top complaints mined from reviews: Durability, Smudge Resistance, Value For Money. The return rate is 1.1%.
- When does demand for navy blue eyeliner peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the navy blue eyeliner niche?
- Listings span $1.99–$16.32; the average listing price is $8.09 (sweet spot $15–$100). The average incumbent carries 25,634 reviews — the moat a new listing must climb.