Is smashbox eyeliner profitable to sell on Amazon United States?

The niche generates $91K/yr across 9 tracked products. 90-day search growth is +8.4%. Flapen's verdict: Worth a look (50/100).

How competitive is the smashbox eyeliner niche?

2 brands and 4 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in smashbox eyeliner?

Top complaints mined from reviews: Durability, Value For Money, Moist/Dry. The return rate is 1.6%.

When does demand for smashbox eyeliner peak?

Demand peaks in Oct; the busiest month runs 1.8× the quietest.

What does it cost to enter the smashbox eyeliner niche?

Listings span $16.37–$25.33; the average listing price is $23.11 (sweet spot $15–$100). The average incumbent carries 1,999 reviews — the moat a new listing must climb.

smashbox eyeliner

Worth a look

Shows searches that convert (16.6% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Conversion

Incredible16.6%

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

Avg price

Incredible$23.11

avg listing price — sweet spot $15–$100

Price range

Incredible$16.37–$25.33

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

Quality gap

Great4.0★

avg incumbent rating — lower means beatable quality

Returns

Great1.6%

return rate — above 5% kills the launch gate

Review moat

Okay1,999.22

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+8.4%

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

Market size

Bad$91K

$91K/yr · 24K searches

Competition

Bad84%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, smashbox eyeliner is a $91K/yr Amazon United States market (24K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct. Verdict: Worth a look — 50/100.

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

smashbox eyeliner market data

Units sold / yr: 3K–4K; avg 250–500/product
Revenue / yr: $69K–$92K; units × avg price
Conversion rate: 16.6%
Avg BSR: #224
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 109 months
Avg seller age: 155 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

Smashbox97%
URBAN DECAY3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 96 weeks — +8.4% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 1.8×

Open Trend

Top smashbox 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 9 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Smashbox Always Sharp Longwear Kohl Eyeliner Pencil | Self-Sharpening Cap When You Twist | Long Lasting Waterproof Eyeliner 0.01 Ounce Sumatra

Smashbox$23.863.7★407 rev

Smashbox Always Sharp Longwear Kohl Eyeliner Pencil | Self-Sharpening Cap When You Twist | Long Lasting Waterproof Eyeliner 0.01 Ounce Raven

Smashbox$23.513.7★407 rev

Smashbox Always On Gel Eye Liner | 24-Hour Waterproof Eyeliner Pencil for Long-Lasting Pigment-Rich Color | Gel Liner for Eye Makeup and Waterline Brewed 0.04 Ounce

Smashbox$23.594.5★591 rev

Smashbox Always On Gel Eye Liner | 24-Hour Waterproof Eyeliner Pencil for Long-Lasting Pigment-Rich Color | Gel Liner for Eye Makeup and Waterline Fishnet 0.04 Ounce

Smashbox$22.154.5★591 rev

Smashbox Always Sharp Longwear Kohl Eyeliner Pencil | Self-Sharpening Cap When You Twist | Long Lasting Waterproof Eyeliner 0.01 Ounce Violetta

Smashbox$25.333.7★407 rev

Newest

by launch date

Smashbox Always On Liquid 24-Hour Eye Liner | Long Lasting + Waterproof with Dramatic Precision Black 0.02 Ounce

Smashbox$23.43396 rev

8y ago

Smashbox Always On Gel Eye Liner | 24-Hour Waterproof Eyeliner Pencil for Long-Lasting Pigment-Rich Color | Gel Liner for Eye Makeup and Waterline Brewed 0.04 Ounce

Smashbox$23.59591 rev

9y ago

Smashbox Always On Gel Eye Liner | 24-Hour Waterproof Eyeliner Pencil for Long-Lasting Pigment-Rich Color | Gel Liner for Eye Makeup and Waterline Fishnet 0.04 Ounce

Smashbox$22.15591 rev

9y ago

Smashbox Always Sharp Longwear Kohl Eyeliner Pencil | Self-Sharpening Cap When You Twist | Long Lasting Waterproof Eyeliner 0.01 Ounce Sumatra

Smashbox$23.86407 rev

13y ago

Smashbox Always Sharp Longwear Kohl Eyeliner Pencil | Self-Sharpening Cap When You Twist | Long Lasting Waterproof Eyeliner 0.01 Ounce Raven

Smashbox$23.51407 rev

13y ago

What buyers say about smashbox eyeliner

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

What buyers love

Color21%

“color is nice”

Ease Of Application14%

“smooth to apply”

Soft Feel13%

“Goes on smooth”

Quality-Overall10%

“Good liner”

Water Resistance9%

“💯 recommend waterproof”

Durability7%

“And stays on for hours”

Ease Of Use6%

“Easy to Use”

Smudge Resistance4%

“Does not smudge”

Thickness1%

“the thickness is easy to control”

Value For Money1%

“Worth it”

What buyers complain about

Durability18%

“Breaks easily”

Value For Money17%

“Very expensive”

Moist/Dry17%

“The product is dry”

Quality-Overall9%

“quality has really declined, black isnt as pigmented, doesnt stay as long, and the one gripe i have is this was the perfect contact, allergy, sensitive dry eye safe eyeliner for me and its disappointing to see the quality decline”

Smudge Resistance7%

“I have spent so much money in trying to find a good smudge proof Kajal”

Ease Of Use6%

“is impossible to use”

Hard Feel6%

“It wasnt soft like the first time”

Color5%

“Its too dark”

Water Resistance4%

“Didn't work as waterproof for me”

Size-Overall1%

“just expect it to be a big longer”

Top return reasons

Color19%

Moist/Dry12%

Functionality-Overall12%

Advertised Vs Actual Product11%

Defective Material/Parts10%

Durability9%

Water Resistance6%

Product Condition5%

Value For Money3%

Ease Of Use2%

Common questions

Is smashbox eyeliner profitable to sell on Amazon United States?: The niche generates $91K/yr across 9 tracked products. 90-day search growth is +8.4%. Flapen's verdict: Worth a look (50/100).
How competitive is the smashbox eyeliner niche?: 2 brands and 4 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in smashbox eyeliner?: Top complaints mined from reviews: Durability, Value For Money, Moist/Dry. The return rate is 1.6%.
When does demand for smashbox eyeliner peak?: Demand peaks in Oct; the busiest month runs 1.8× the quietest.
What does it cost to enter the smashbox eyeliner niche?: Listings span $16.37–$25.33; the average listing price is $23.11 (sweet spot $15–$100). The average incumbent carries 1,999 reviews — the moat a new listing must climb.