---
title: "Stila Eyeliner — $1.4M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/stila-eyeliner"
last_updated: "2026-08-10T09:01:36.071Z"
locale: en
meta:
description: "Niche score 53/100 · $1.4M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · $1.4M/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Stila Eyeliner — $1.4M/yr Amazon US Niche (2026) - Flapen"
---
# **stila eyeliner**
**Worth a look**
Shows 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.
Market size 85Growth 34Conversion 86Competition 11Returns 92Price range 95Avg price 95Brand share 0Review moat 20Quality gap 53
**Avg price**
**Incredible****$23.63**
avg listing price — sweet spot $15–$100
**Price range**
**Incredible****$20.50–$31.01**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$1.4M**
$1.4M/yr · 623K searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+7.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****13,174.5**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****87%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/stila-eyeliner/trend)
## **Top stila eyeliner search terms**
- **stila eyeliner liquid liner**155K/yr+7.0%15.3% conv. - **stila eyeliner**101K/yr+8.1%9.5% conv. - **mac eyeliner**97K/yr+0.5%2.2% conv. - **stila**87K/yr+3.1%1.4% conv. - **stila stay all day waterproof liquid eyeliner**47K/yr+32.2%10.1% conv. - **mac eyeliner pencil**28K/yr+24.5%2.4% conv. - **stilla**16K/yr+8.3%2.2% conv. - **mac gel eyeliner**13K/yr-3.0%1.3% conv. - **mac liquid eyeliner**12K/yr+3.2%0.7% conv. - **stila liquid eyeliner**9K/yr+31.6%8.3% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/stila-eyeliner/search-terms)
## **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.
0%15%$213K30%$426K45%$639K60%$852K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant**stila**$20.50**4.4★33,789 rev](https://www.amazon.com/dp/B0031NNE56) [2**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**$21.27**4.4★1,232 rev](https://www.amazon.com/dp/B0D4QSGM28) [3**MAC Colour Excess Gel Pencil Eye Liner - Glide Or Die (Carbon black) .01 oz / .35 g**MAC**$25.41**4.5★89 rev](https://www.amazon.com/dp/B0FQCVNB2V) [4**Stila Stay All Day Waterproof Liquid Eye Liner Dark Brown 1 Count (Pack of 1)**stila**$22.01**4.4★33,789 rev](https://www.amazon.com/dp/B004A8DCPS) [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**$20.78**4.4★1,232 rev](https://www.amazon.com/dp/B0D4QVG4X6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**MAC Colour Excess Gel Pencil Eye Liner - Glide Or Die (Carbon black) .01 oz / .35 g**MAC**$25.41**89 rev10mo ago](https://www.amazon.com/dp/B0FQCVNB2V) [**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**$21.27**1,232 rev2y ago](https://www.amazon.com/dp/B0D4QSGM28) [**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**$20.78**1,232 rev2y ago](https://www.amazon.com/dp/B0D4QVG4X6) [**stila Stay All Day Dual-Ended Waterproof Liquid Eye Liner 0.033 fl. Oz 1 Count (Pack of 1)**stila**$31.01**759 rev5y ago](https://www.amazon.com/dp/B08SJWR93W) [**Stila Stay All Day Waterproof Liquid Eye Liner Micro Tip - Intense Black - 0.016 Oz Eyeliner**stila**$21.64**33,789 rev8y ago](https://www.amazon.com/dp/B0781VL1G4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Stila Stay All Day Waterproof Liquid Eye Liner Micro Tip - Intense Black - 0.016 Oz Eyeliner**stila**$21.64**4.4★**▲ 21%**](https://www.amazon.com/dp/B0781VL1G4) [**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**$21.27**4.4★**▲ 18%**](https://www.amazon.com/dp/B0D4QSGM28) [**MAC Colour Excess Gel Pencil Eye Liner - Glide Or Die (Carbon black) .01 oz / .35 g**MAC**$25.41**4.5★**▲ 10%**](https://www.amazon.com/dp/B0FQCVNB2V) [**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**$20.78**4.4★**— 1%**](https://www.amazon.com/dp/B0D4QVG4X6) [**stila Waterproof Liquid Eye Liner Stay All Day Makeup with Fine Brush Tip | Lasting Satin Finish Smudge-Proof & Transfer-Resistant**stila**$20.50**4.4★**— 2%**](https://www.amazon.com/dp/B0031NNE56)
**~~View all trending →~~**
## **What buyers say about stila eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smudge Resistance**15%
*“Doesn't smudge”*
**Quality-Overall**10%
*“Decent Formula,”*
**Eyeliner Quality**9%
*“Great eyeliner, I only use this one now”*
**Ease Of Use**9%
*“Easy to use”*
**Color**8%
*“the pigment is generally good”*
**Ease Of Application**7%
*“Smooth application”*
**Value For Money**6%
*“Great price”*
**Durability**5%
*“this one has staying power”*
**Water Resistance**4%
*“The best waterproof”*
**Advertised Vs Actual Product**3%
*“Exactly what I wanted and expected”*
### **What buyers complain about **
**Smudge Resistance**15%
*“smudges easily now”*
**Moist/Dry**15%
*“Seems dried up”*
**Durability**11%
*“It breaks easily and after a few uses developed a hard surface and stopped working”*
**Water Resistance**10%
*“Not waterproof”*
**Value For Money**10%
*“too overpriced”*
**Color**8%
*“not a true black color”*
**Quality-Overall**5%
*“Poor quality”*
**Adhesion/Stickiness**2%
*“Doesnt even last an hour without it sticking, creasing and then flaking off so badly”*
**Ease Of Application**2%
*“DEFECTIVE in application”*
**Eyeliner Quality**2%
*“Really disappointed with this eyeliner”*
### **Top return reasons **
**Color**20%
**Moist/Dry**20%
**Advertised Vs Actual Product**10%
**Eyeliner Quality**9%
**Water Resistance**8%
**Functionality-Overall**7%
**Value For Money**5%
**Product Condition**4%
**Defective Material/Parts**3%
**Quality-Overall**2%
## **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.
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