Is smokey eye profitable to sell on Amazon United States?

The niche generates $1.1M/yr across 53 tracked products. 9 of 11 products launched in the last 360 days are still selling. 90-day search growth is +2.4%. Flapen's verdict: Worth a look (52/100).

How competitive is the smokey eye niche?

8 brands and 32 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in smokey eye?

Top complaints mined from reviews: Color, Durability, Quality-Overall. The return rate is 2.5%.

When does demand for smokey eye peak?

Demand peaks in Mar–Apr–May–Jun; the busiest month runs 15.1× the quietest.

What does it cost to enter the smokey eye niche?

Listings span $7.42–$86.83; the average listing price is $20.35 (sweet spot $15–$100). The average incumbent carries 2,566 reviews — the moat a new listing must climb.

smokey eye

Worth a look

Shows a sweet-spot price point ($20.35 avg), but brand-locked demand (top 5 brands take 98% of clicks) keeps it on the watch list.

Avg price

Great$20.35

avg listing price — sweet spot $15–$100

Price range

Great$7.42–$86.83

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

Market size

Great$1.1M

$1.1M/yr · 3.5M searches

Competition

Great35%

top-5 click share — an open shelf

Returns

Good2.5%

return rate — above 5% kills the launch gate

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,565.96

avg incumbent reviews — the moat a new listing must climb

Growth

Okay+2.4%

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

Conversion

Bad1.6%

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

Brand share

Bad98%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, smokey eye is a $1.1M/yr Amazon United States market (3.5M searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Mar–Apr–May–Jun. Verdict: Worth a look — 52/100.

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

smokey eye market data

Units sold / yr: 60K–80K; avg 750–1,000/product
Revenue / yr: $1.2M–$1.6M; units × avg price
Conversion rate: 1.6%
Avg BSR: #95
Page quality: 0%
Prime: 100%
Sponsored: 89%
Out of stock: 8.9%
Avg brand age: 53 months
Avg seller age: 124 days

Competition & brand share

Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.

Brands

8 falling

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

35%

Top 20: 70%

Open market

ColourPop57%
URBAN DECAY37%
MYSTER ROSEY2%
LAURA GELLER NEW YORK1%
BOLOPER1%
BY MARIO1%
Open — no brand owns it (2 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +2.4% search growth over the last 90 days.

Peak months: Mar, Apr, May, Jun · busiest ÷ quietest = 15.1×

Open Trend

Top smokey eye search terms

colourpop821K/yr -0.1%0.5% conv.
urban decay455K/yr +69.3%1.5% conv.
urban decay eyeshadow449K/yr -3.6%3.3% conv.
colorpop325K/yr -4.2%0.6% conv.
color pop274K/yr -12.7%0.4% conv.
colourpop eyeshadow palette258K/yr -15.8%1.5% conv.
naked eyeshadow palette196K/yr -5.7%4.7% conv.
colorpop eyeshadow palette73K/yr +42.8%1.5% conv.
color pop eyeshadow palette130K/yr -25.7%1.6% conv.
makeup by mario eyeshadow palette94K/yr +18.0%0.4% conv.

All search terms

Top smokey eye 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

ColourPop Nude Mood Eyeshadow Palette - Brown & Copper Palette with Metallic and Matte Finishes - High-Pigment Eye Makeup with a Long-Wearing Formula (0.3 oz)

ColourPop$13.174.4★4,529 rev

URBAN DECAY Naked 2 Basics Mini Eyeshadow Palette - 6 Matte Neutral Shadows Long-lasting Wear Multi-Use Powder for Eye Contour Brows Ultra-Blendable Cool-Tone Shades Travel Makeup with Mirror

URBAN DECAY$22.964.4★11,828 rev

URBAN DECAY Naked 3 Soft Pink Neutral Eyeshadow Palette Matte Pearl Metallic Shimmer Finish 12 Mauve Brown & Nude Eye Shadows Natural Soft Glam Smokey Eye Makeup Vegan Cruelty-free

URBAN DECAY$39.554.7★3,270 rev

URBAN DECAY Naked 3 Mini Eyeshadow Palette - 6 Soft Pink Shadows Multi-Use Matte & Shimmer Finishes Ultra-Blendable Long-lasting Up to 12HR Wear Rosy Neutral Shades Travel Makeup with Mirror

URBAN DECAY$23.114.7★5,196 rev

ColourPop Stone Cold Fox Eyeshadow Palette - 30 Pan Cool Tone Eye Makeup Palette with Matte & Metallic Finishes - High-Pigment Eye Makeup with a Long-Wearing Formula (1.16 oz)

ColourPop$32.464.7★839 rev

Newest

by launch date

ColourPop x The Twilight Saga Eclipse Eyeshadow Palette - Limited Edition 15-Shade Matte Metallic & Glitter Eyeshadow Palette - High-Pigment Eye Makeup with a Long-Wearing Formula (0.63 oz)

ColourPop$25.0082 rev

5mo ago

ColourPop Shadow Stix - Multichrome Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Cotton Candy (0.05 oz)

ColourPop$11.66818 rev

8mo ago

ColourPop Shadow Stix - Multichrome Cream Eyeshadow Stick with Long-Lasting Color - Multi-Use Cream Makeup with a Built-In Sharpener & Precise Tip for Easy Application - Disco Disco (0.05 oz)

ColourPop$11.62818 rev

8mo ago

Urban Decay Naked Shaped Multi-Use Eyeshadow Palette - Cool Neutral Eye & Face Palette 14 Crease & Transfer-Resistant Shades Up to 16HR Wear Sculpting Creams Defining Powders Shimmer Highlighters

URBAN DECAY$41.18271 rev

1y ago

Urban Decay All Nighter Waterproof Makeup Setting Spray - Natural Finish Up to 24HR Wear Ultra-Fine Facial Mist Hydrating Foundation Face Primer Smudge-Proof Transfer-Resistant - 4 fl oz

URBAN DECAY$28.511,560 rev

1y ago

What buyers say about smokey eye

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

What buyers love

Color43%

“Color is as described”

Quality-Overall9%

“Excellent product”

Value For Money7%

“Great value”

Soft Feel4%

“butter soft”

Ease Of Application4%

“Easy to apply”

Durability4%

“the staying power is incredible”

Ease Of Use3%

“Easy to Use”

Brightness/Shine/Glow3%

“Perfect Shimmer”

Suitability Combination Skin2%

“blends beautifully into the skin”

Advertised Vs Actual Product1%

“Does what it says”

What buyers complain about

Color28%

“Awful color”

Durability7%

“Breaks easily”

Quality-Overall6%

“Terrible Product”

Value For Money5%

“Not worth the price”

Size-Overall4%

“Also seems like such a small amount of product in the tiny case”

Moist/Dry3%

“Dry and crumbly”

Smudge Resistance3%

“Smudges Right Away”

Product Condition2%

“it seems used”

Functionality-Overall2%

“Didnt work for me”

Brightness/Shine/Glow2%

“Not sparkly”

Top return reasons

Color48%

Advertised Vs Actual Product11%

Defective Material/Parts6%

Product Condition4%

Quality-Overall4%

Size-Overall3%

Functionality-Overall3%