Is velour eyeliner profitable to sell on Amazon United States?

The niche generates $417K/yr across 25 tracked products. 90-day search growth is -5.7%. Flapen's verdict: Skip it (46/100).

How competitive is the velour eyeliner niche?

3 brands and 114 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in velour eyeliner?

Top complaints mined from reviews: Smudge Resistance, Color, Durability. The return rate is 0.3%.

What does it cost to enter the velour eyeliner niche?

Listings span $4.13–$8.60; the average listing price is $5.74 (sweet spot $15–$100). The average incumbent carries 12,073 reviews — the moat a new listing must climb.

velour eyeliner

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Conversion

Incredible15.0%

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

Market size

Good$417K

$417K/yr · 484K searches

Competition

Good52%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-5.7%

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

Review moat

Bad12,072.92

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad$5.74

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad$4.13–$8.60

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

According to Flapen's Amazon United States niche tracking, velour eyeliner is a $417K/yr Amazon United States market (484K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.

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

velour eyeliner market data

Units sold / yr: 60K–80K; avg 2,000–2,500/product
Revenue / yr: $344K–$459K; units × avg price
Conversion rate: 15.0%
Avg BSR: #76
Page quality: 0%
Prime: 100%
Sponsored: 56%
Out of stock: 2.2%
Avg brand age: 75 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

3 falling

Sellers

114

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

52%

Top 20: 94%

Open market

COVERGIRL58%
Rimmel29%
Milani13%
Open — no brand owns it (0%)

Demand

Weekly Amazon search volume, last 32 weeks — -5.7% search growth over the last 90 days.

Open Trend

Top velour eyeliner search terms

covergirl eyeliner110K/yr +2.5%11.9% conv.
rimmel eyeliner125K/yr -21.2%10.0% conv.
milani eyeliner49K/yr -0.3%10.0% conv.
cover girl eye liner pencils44K/yr -1.8%11.1% conv.
covergirl perfect point plus eyeliner30K/yr +10.3%16.1% conv.
milani stay put eyeliner19K/yr -3.5%10.3% conv.
covergirl eyeliner pencil15K/yr +9.2%10.4% conv.
cover girl eyeliner14K/yr +10.3%10.1% conv.
cover girl perfect point plus eyeliner pencil14K/yr +1.4%15.4% conv.
cover girl eye liner10K/yr +5.2%11.6% conv.

All search terms

Top velour 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

COVERGIRL Perfect Point Plus Eyeliner Pencil Black Onyx Pack of 1 Long-Lasting Versatile Black Eyeliner Soft Smudging Tip No Sharpening Needed

COVERGIRL$5.104.4★28,520 rev

Rimmel London Exaggerate Waterproof Eye Definer Eyeliner Highly Pigmented Long-Wearing Built-In Smudger 262 Blackest Black 0.01oz

Rimmel$4.424.5★17,949 rev

Milani Stay Put Eyeliner - After Dark (0.01 Ounce) Cruelty-Free Self-Sharpening Eye Pencil with Built-In Smudger - Line & Define Eyes with High Pigment Shades for Long-Lasting Wear

Milani$8.564.5★3,001 rev

Covergirl Perfect Point Plus Eyeliner Charcoal 0.08 Ounce (Pack of 1)

COVERGIRL$5.654.4★28,520 rev

COVERGIRL Perfect Blend Eyeliner Pencil Basic Black Eyeliner Pencil with Blending Tip For Precise or Smudged Look 1 Count

COVERGIRL$4.524.5★18,482 rev

Newest

by launch date

COVERGIRL Perfect Point Plus Ink Gel Eye Pencil Pigmented Long-Wearing Vegan Formula Matte Jet Black 275 0.01oz

COVERGIRL$6.551,783 rev

3y ago

COVERGIRL Perfect Point Plus Ink Gel Eye Pencil Pigmented Long-Wearing Vegan Formula Shimmering Brown 280 0.01oz

COVERGIRL$6.541,783 rev

3y ago

Covergirl Perfect Point Plus Liquid Eyeliner Black Onyx .08 Fl. Oz.

COVERGIRL$6.483,533 rev

5y ago

Covergirl Perfect Point Plus Liquid Eyeliner Espresso .08 Fl. Oz.

COVERGIRL$6.541,259 rev

5y ago

Milani Stay Put Matte Liquid Eyeliner - Black Waterproof 17H Wear Cruelty-Free Vegan Smudgeproof Long Lasting

Milani$8.601,154 rev

6y ago

What buyers say about velour eyeliner

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

What buyers love

Eyeliner Quality17%

“Lovely liner”

Color12%

“Color is good”

Value For Money11%

“Good Value”

Quality-Overall7%

“great quality and shade”

Ease Of Use7%

“Ease of use”

Soft Feel7%

“Goes on smooth”

Ease Of Application6%

“Excellent Application”

Smudge Resistance5%

“Doesnt smudge”

Durability4%

“Used for Years”

Water Resistance3%

“The waterproof formula is designed to resist smudging and hold up well through heat and humidity”

What buyers complain about

Smudge Resistance10%

“Does smudge”

Color10%

“the color is muted”

Durability8%

“breaks easily”

Eyeliner Quality7%

“The eyeliner cracked upon use”

Water Resistance6%

“It says waterproof but it is not when your allergies or the wind or say you're crying or sweating at the gym in the end you will look like a raccoon if your eyes don't water it looks great for a period of time but it's definitely not waterproof”

Moist/Dry5%

“Dried up”

Quality-Overall5%

“Unfortunately the quality mirrors the cheap price since”

Value For Money3%

“some very expensive others in between”

Advertised Vs Actual Product3%

“does not look at all like the picture”

Functionality-Overall3%

“> Doesn't wear well”

Top return reasons

Eyeliner Quality33%

Color27%

Advertised Vs Actual Product6%

Functionality-Overall5%

Value For Money5%

Moist/Dry4%

Water Resistance4%

Product Condition2%

Durability2%

Defective Material/Parts2%

Common questions

Is velour eyeliner profitable to sell on Amazon United States?: The niche generates $417K/yr across 25 tracked products. 90-day search growth is -5.7%. Flapen's verdict: Skip it (46/100).
How competitive is the velour eyeliner niche?: 3 brands and 114 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in velour eyeliner?: Top complaints mined from reviews: Smudge Resistance, Color, Durability. The return rate is 0.3%.
What does it cost to enter the velour eyeliner niche?: Listings span $4.13–$8.60; the average listing price is $5.74 (sweet spot $15–$100). The average incumbent carries 12,073 reviews — the moat a new listing must climb.