Is under eye brightener profitable to sell on Amazon United States?

The niche generates $893K/yr across 14 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -9.8%. Flapen's verdict: Skip it (45/100).

How competitive is the under eye brightener niche?

6 brands and 18 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in under eye brightener?

Top complaints mined from reviews: Functionality-Overall, Color, Wrinkles. The return rate is 0.8%.

When does demand for under eye brightener peak?

Demand peaks in Feb–Apr; the busiest month runs 2.0× the quietest.

What does it cost to enter the under eye brightener niche?

Listings span $4.98–$19.70; the average listing price is $8.45 (sweet spot $15–$100). The average incumbent carries 11,724 reviews — the moat a new listing must climb.

under eye brightener

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Market size

Great$893K

$893K/yr · 2.3M searches

Conversion

Good4.5%

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

Price range

Okay$4.98–$19.70

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

Competition

Bad73%

top-5 click share — a locked-up shelf

Avg price

Bad$8.45

avg listing price — sweet spot $15–$100

Review moat

Bad11,724.29

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-9.8%

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

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, under eye brightener is a $893K/yr Amazon United States market (2.3M searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Feb–Apr. Verdict: Skip it — 45/100.

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

under eye brightener market data

Units sold / yr: 100K–125K; avg 8,000–10,000/product
Revenue / yr: $845K–$1.1M; units × avg price
Conversion rate: 4.5%
Avg BSR: #41
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 48 months
Avg seller age: 122 days

Competition & brand share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 rising

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

Catrice Cosmetics81%
e.l.f.5%
Good Molecules5%
Palladio4%
Smashbox3%
Elizabeth Mott3%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -9.8% search growth over the last 90 days.

Peak months: Feb, Apr · busiest ÷ quietest = 2.0×

Open Trend

Top under eye brightener search terms

under eye brightener820K/yr -15.9%4.0% conv.
catrice640K/yr +2.6%1.1% conv.
catrice under eye brightener320K/yr +3.9%11.9% conv.
eye brightener148K/yr -4.3%3.9% conv.
catrice cosmetics119K/yr -28.4%0.6% conv.
eye brightener stick72K/yr -19.3%0.5% conv.
catrice makeup47K/yr +0.8%0.6% conv.
iwawa concealer50K/yr -68.0%0.0% conv.
becca under eye brightening corrector35K/yr -8.7%2.8% conv.
catrice under-eye brightener12K/yr +11.1%7.3% conv.

All search terms

Top under eye brightener 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 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Catrice Cosmetics$5.644.2★29,514 rev

Catrice Cosmetics$5.624.2★29,514 rev

Catrice Cosmetics$5.594.2★29,514 rev

Catrice | Under Eye Concealer Brush | Angled Brush for Precise Blending of Cream Liquid & Powder Make Up | Ultra-Soft Bristles | Vegan

Catrice Cosmetics$5.784.6★218 rev

Good Molecules Yerba Mate Wake Up Eye Gel - Hydrating Under Eye Gel Cream with Hyaluronic Acid and Caffeine - Target Dark Circles and Puffiness - Skin Care for Face

Good Molecules$5.954.3★32,077 rev

Newest

by launch date

Catrice | Filler Supreme Lip Gloss with Peptides & Hyaluronic Acid | High-Shine Hydrating Formula with Non-Sticky Glossy Finish | Vegan & Cruelty Free (020 | Fairytale Filter)

Catrice Cosmetics$6.77111 rev

5mo ago

Catrice | Under Eye Concealer Brush | Angled Brush for Precise Blending of Cream Liquid & Powder Make Up | Ultra-Soft Bristles | Vegan

Catrice Cosmetics$5.78218 rev

5mo ago

e.l.f. Soft Glam Brightening Corrector Helps Minimize Dark Circles & Discoloration Hydrating With A Natural Finish Vegan & Cruelty-Free Light Pink

e.l.f.$4.981,033 rev

6mo ago

Catrice Cosmetics$6.58448 rev

11mo ago

Elizabeth Mott Thank Me Later Under Eye Brightener Base Color-Correcting Base to Use Under Concealer Helps Concealer Apply Smoothly Wear Better & Cover Dark Circles More Evenly Soft Pink 5ml

Elizabeth Mott$19.5425,052 rev

11mo ago

What buyers say about under eye brightener

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

What buyers love

Value For Money13%

“Decent price”

Quality-Overall11%

“Excellent Quality”

Brightness/Shine/Glow8%

“I love this lip gloss”

Soft Feel7%

“Soft and creamy”

Coverage7%

“Buildable coverage”

Color5%

“the color is beautiful”

Moist/Dry5%

“Good hydration”

Suitability Combination Skin5%

“matches my skin perfectly”

Efficiency4%

“It works well”

Advertised Vs Actual Product3%

“As advertised”

What buyers complain about

Functionality-Overall16%

“barely works”

Color6%

“its too dark”

Wrinkles6%

“Settles in wrinkles badly”

Allergies5%

“Caused Rash”

Coverage5%

“Not full coverage”

Moist/Dry4%

“Very dry”

Value For Money4%

“EXPENSIVE”

Symptom Reduction3%

“No noticeable improvement yet”

Adhesion/Stickiness2%

“not sticky”

Oily/Greasy2%

“Too greasy”

Top return reasons

Color19%

Functionality-Overall19%

Advertised Vs Actual Product12%

Coverage6%

Brightness/Shine/Glow5%

Product Condition5%

Texture/Consistency-Overall4%

Moist/Dry3%

Wrinkles3%

Defective Material/Parts3%

Common questions

Is under eye brightener profitable to sell on Amazon United States?: The niche generates $893K/yr across 14 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -9.8%. Flapen's verdict: Skip it (45/100).
How competitive is the under eye brightener niche?: 6 brands and 18 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in under eye brightener?: Top complaints mined from reviews: Functionality-Overall, Color, Wrinkles. The return rate is 0.8%.
When does demand for under eye brightener peak?: Demand peaks in Feb–Apr; the busiest month runs 2.0× the quietest.
What does it cost to enter the under eye brightener niche?: Listings span $4.98–$19.70; the average listing price is $8.45 (sweet spot $15–$100). The average incumbent carries 11,724 reviews — the moat a new listing must climb.