stila eyeliner
Worth a lookShows a sweet-spot price point ($23.63 avg), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Avg price
Incredible$23.63avg listing price — sweet spot $15–$100
Price range
Incredible$20.50–$31.01cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.1%return rate — above 5% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Market size
Great$1.4M$1.4M/yr · 623K searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Okay+7.5%90-day search growth — must beat 0% to launch
Review moat
Bad13,174.5avg incumbent reviews — the moat a new listing must climb
Competition
Bad87%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, stila eyeliner is a $1.4M/yr Amazon United States market (623K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
stila eyeliner market data
- Units sold / yr
- 60K–80K
- avg 6,000–8,000/product
- Revenue / yr
- $1.4M–$1.9M
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #96
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 77 months
- Avg seller age
- 138 days
Competition & brand share
The top 5 products capture 87% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 flat
Sellers
83
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
87%
Top 20: 100%
Open market
0%
- stila88%
- MAC12%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top stila eyeliner search terms
- stila eyeliner liquid liner155K/yr
- stila eyeliner101K/yr
- mac eyeliner97K/yr
- stila87K/yr
- stila stay all day waterproof liquid eyeliner47K/yr
- mac eyeliner pencil28K/yr
- stilla16K/yr
- mac gel eyeliner13K/yr
- mac liquid eyeliner12K/yr
- stila liquid eyeliner9K/yr
Top stila 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 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant
stila$20.504.4★33,789 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$21.274.4★1,232 rev
MAC Colour Excess Gel Pencil Eye Liner - Glide Or Die (Carbon black) .01 oz / .35 g
MAC$25.414.5★89 rev
Stila Stay All Day Waterproof Liquid Eye Liner Dark Brown 1 Count (Pack of 1)
stila$22.014.4★33,789 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$20.784.4★1,232 rev
Newest
by launch dateMAC Colour Excess Gel Pencil Eye Liner - Glide Or Die (Carbon black) .01 oz / .35 g
MAC$25.4189 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$21.271,232 rev
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$20.781,232 rev
stila Stay All Day Dual-Ended Waterproof Liquid Eye Liner 0.033 fl. Oz 1 Count (Pack of 1)
stila$31.01759 rev
Stila Stay All Day Waterproof Liquid Eye Liner Micro Tip - Intense Black - 0.016 Oz Eyeliner
stila$21.6433,789 rev
Trending
90-day click momentumStila Stay All Day Waterproof Liquid Eye Liner Micro Tip - Intense Black - 0.016 Oz Eyeliner
stila$21.644.4★
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$21.274.4★
MAC Colour Excess Gel Pencil Eye Liner - Glide Or Die (Carbon black) .01 oz / .35 g
MAC$25.414.5★
stila Stay All Day Smudge & Set Waterproof Gel Liner | Long-Wear Gel Eyeliner Pencil for Tightlining Waterline & Smoky Eye Looks | 12-Hour Wear No Budge & Fade-Proof
stila$20.784.4★
stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant
stila$20.504.4★
What buyers say about stila eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Doesn't smudge”
“Decent Formula,”
“Great eyeliner, I only use this one now”
“Easy to use”
“the pigment is generally good”
“Smooth application”
“Great price”
“this one has staying power”
“The best waterproof”
“Exactly what I wanted and expected”
What buyers complain about
“smudges easily now”
“Seems dried up”
“It breaks easily and after a few uses developed a hard surface and stopped working”
“Not waterproof”
“too overpriced”
“not a true black color”
“Poor quality”
“Doesnt even last an hour without it sticking, creasing and then flaking off so badly”
“DEFECTIVE in application”
“Really disappointed with this eyeliner”
Top return reasons
Common questions
- Is stila eyeliner profitable to sell on Amazon United States?
- The niche generates $1.4M/yr across 8 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +7.5%. Flapen's verdict: Worth a look (53/100).
- How competitive is the stila eyeliner niche?
- 2 brands and 83 sellers compete. The top 5 products take 87% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in stila eyeliner?
- Top complaints mined from reviews: Smudge Resistance, Moist/Dry, Durability. The return rate is 1.1%.
- When does demand for stila eyeliner peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the stila eyeliner niche?
- Listings span $20.50–$31.01; the average listing price is $23.63 (sweet spot $15–$100). The average incumbent carries 13,175 reviews — the moat a new listing must climb.