---
title: "Navy Blue Eyeliner — $60K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/navy-blue-eyeliner"
last_updated: "2026-08-11T08:02:52.083Z"
locale: en
meta:
description: "Niche score 47/100 · $60K/yr market · 73K searches/yr · $8.09 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $60K/yr market · 73K searches/yr · $8.09 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Navy Blue Eyeliner — $60K/yr Amazon US Niche (2026) - Flapen"
---
# **navy blue eyeliner**
**Skip it**
Prices mostly outside the sweet spot ($1.99–$16.32) — this niche doesn't clear our bar today.
Market size 15Growth 42Conversion 88Competition 35Returns 93Price range 9Avg price 22Brand share 59Review moat 13Quality gap 65
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.3%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****69%**
top-5 brand share — brands hold most of the demand
**Growth**
**Okay****+13.8%**
90-day search growth — must beat 0% to launch
**Competition**
**Okay****64%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Bad****$8.09**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****$60K**
$60K/yr · 73K searches
**Review moat**
**Bad****25,634**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Bad****$1.99–$16.32**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
2K1KSpike '24Prime Day '25Spike '25Spike '26 seasonDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/navy-blue-eyeliner/trend)
## **Top navy blue eyeliner search terms**
- **navy blue eyeliner**22K/yr+19.9%9.8% conv. - **navy eyeliner**20K/yr+18.4%10.0% conv. - **dark blue eyeliner**14K/yr+48.9%7.4% conv. - **navy blue eyeliner pencil**7K/yr-23.5%10.4% conv. - **navy eyeliner pencil**5K/yr-34.6%13.9% conv. - **loreal le liner signature eyeliner**3K/yr-13.5%2.6% conv. - **loreal le liner**1K/yr-6.0%1.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/navy-blue-eyeliner/search-terms)
## **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.
0%5%$3K10%$6K15%$9K20%$12K1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 21 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 213 Navy 0.01 oz**REVLON**$7.56**4.5★51,636 rev](https://www.amazon.com/dp/B0F6VNR53Z) [2**NYX PROFESSIONAL MAKEUP Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Sapphire Bling Deep Blue Eyeliner**NYX PROFESSIONAL MAKEUP**$6.62**4.5★103,040 rev](https://www.amazon.com/dp/B005G9EA7E) [3**L.A. COLORS Auto Eye Pencil Navy CAE664A**L.A. COLORS**$2.39**4.3★781 rev](https://www.amazon.com/dp/B007OAFNS8) [4**CoverGirl Perfect Point Plus Eyeliner Pencil Midnight Blue Long-Lasting Versatile Navy Soft Smudging Tip No Sharpening Needed Pack of 1**COVERGIRL**$5.58**4.4★28,520 rev](https://www.amazon.com/dp/B00C678J6M) [5**Maybelline TattooStudio Long-Lasting Sharpenable Eyeliner Pencil Glide on Smooth Gel Pigments with 36 Hour Wear Waterproof Striking Navy 1 Count**MAYBELLINE**$7.69**4.4★36,243 rev](https://www.amazon.com/dp/B07GXCVGJN)
**~~View all top sellers →~~**
### **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.**$5.91**34,544 rev11mo ago](https://www.amazon.com/dp/B0F2X1BJPQ) [**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.**$3.74**3,865 rev1y ago](https://www.amazon.com/dp/B0F2WTXFCQ) [**REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 213 Navy 0.01 oz**REVLON**$7.56**51,636 rev1y ago](https://www.amazon.com/dp/B0F6VNR53Z) [**NYX PROFESSIONAL MAKEUP Epic Ink Liner Waterproof Matte Liquid Eyeliner with Vegan Formula - Mid Night Rise (Deep Navy)**NYX PROFESSIONAL MAKEUP**$9.34**106,718 rev1y ago](https://www.amazon.com/dp/B0DX2LG5JV) [**essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (10 | Mystic Blue)**Essence Cosmetics**$4.58**5,082 rev1y ago](https://www.amazon.com/dp/B0DPLBK3QY)
**~~View all new products →~~**
### **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**$11.41**4.1★**▲ 184%**](https://www.amazon.com/dp/B094PJ4Z23) [**L.A. COLORS Auto Eye Pencil Navy CAE664A**L.A. COLORS**$2.39**4.3★**▲ 98%**](https://www.amazon.com/dp/B007OAFNS8) [**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.**$3.74**4.4★**▲ 98%**](https://www.amazon.com/dp/B0F2WTXFCQ) [**CoverGirl Perfect Point Plus Eyeliner Pencil Midnight Blue Long-Lasting Versatile Navy Soft Smudging Tip No Sharpening Needed Pack of 1**COVERGIRL**$5.58**4.4★**▲ 43%**](https://www.amazon.com/dp/B00C678J6M) [**essence | Stay & Play Gel Eyeliner | Super Soft Gel-like Texture | Waterproof & Longlasting | Vegan & Cruelty Free (10 | Mystic Blue)**Essence Cosmetics**$4.58**4.3★**▲ 35%**](https://www.amazon.com/dp/B0DPLBK3QY)
**~~View all trending →~~**
## **What buyers say about navy blue eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Eyeliner Quality**16%
*“Eyeliner lasts long”*
**Color**11%
*“rich color”*
**Durability**10%
*“Stays on all day”*
**Smudge Resistance**10%
*“lasts all day without smudging”*
**Quality-Overall**9%
*“EVERYTHING THEY SAY GOOD IS TRUE”*
**Soft Feel**7%
*“Smooth and creamy”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Ease Of Application**4%
*“Easy to apply”*
**Eyelash Quality**3%
*“I really love this mascara”*
**Ease Of Use**3%
*“Goes on easy”*
### **What buyers complain about **
**Durability**20%
*“Did not last”*
**Smudge Resistance**15%
*“Definitely smudges”*
**Value For Money**9%
*“more expensive”*
**Advertised Vs Actual Product**8%
*“Didnt work as advertised”*
**Eyeliner Quality**7%
*“Poor eyeliner”*
**Water Resistance**5%
*“Not Waterproof”*
**Functionality-Overall**5%
*“now barely works”*
**Quality-Overall**3%
*“Not high quality like it says”*
**Color**2%
*“Too dark”*
**Allergies**2%
*“Allergic reaction”*
### **Top return reasons **
**Eyeliner Quality**37%
**Advertised Vs Actual Product**13%
**Color**12%
**Functionality-Overall**6%
**Durability**6%
**Water Resistance**5%
**Defective Material/Parts**4%
**Smudge Resistance**4%
**Value For Money**2%
**Product Condition**1%
## **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.
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