Is waterline eyeliner profitable to sell on Amazon United States?

The niche generates $798K/yr across 24 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +16.4%. Flapen's verdict: Worth a look (54/100).

How competitive is the waterline eyeliner niche?

2 brands and 73 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in waterline eyeliner?

Top complaints mined from reviews: Durability, Value For Money, Smudge Resistance. The return rate is 1.6%.

When does demand for waterline eyeliner peak?

Demand peaks in Oct; the busiest month runs 1.6× the quietest.

What does it cost to enter the waterline eyeliner niche?

Listings span $15.77–$79.14; the average listing price is $23.27 (sweet spot $15–$100). The average incumbent carries 5,770 reviews — the moat a new listing must climb.

waterline eyeliner

Worth a look

Shows a sweet-spot price point ($23.27 avg), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Avg price

Incredible$23.27

avg listing price — sweet spot $15–$100

Price range

Incredible$15.77–$79.14

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

Returns

Great1.6%

return rate — above 5% kills the launch gate

Market size

Good$798K

$798K/yr · 969K searches

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Growth

Okay+16.4%

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

Conversion

Okay3.5%

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

Competition

Okay61%

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

Review moat

Bad5,769.88

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, waterline eyeliner is a $798K/yr Amazon United States market (969K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct. Verdict: Worth a look — 54/100.

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

waterline eyeliner market data

Units sold / yr: 30K–40K; avg 1,500–2,000/product
Revenue / yr: $698K–$931K; units × avg price
Conversion rate: 3.5%
Avg BSR: #140
Page quality: 0%
Prime: 100%
Sponsored: 96%
Out of stock: 0.0%
Avg brand age: 69 months
Avg seller age: 133 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

2 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

61%

Top 20: 96%

Open market

URBAN DECAY52%
Make Up For Ever48%

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — +16.4% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 1.6×

Open Trend

Top waterline eyeliner search terms

urban decay eyeliner327K/yr +28.4%6.4% conv.
makeup forever lip liner196K/yr +8.9%3.2% conv.
makeup forever169K/yr +6.8%0.6% conv.
make up forever88K/yr +16.4%0.6% conv.
makeup forever eyeliner35K/yr +31.7%1.5% conv.
urban decay 24/7 glide-on eye pencil20K/yr +90.7%4.9% conv.
make up for ever37K/yr -47.6%0.5% conv.
urban decay eyeliner pencil18K/yr +31.7%5.9% conv.
makeup forever aqua resist eyeliner11K/yr +16.8%1.3% conv.
make up forever eyeliner pencil9K/yr +21.6%3.5% conv.

All search terms

Top waterline 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

Artist Color Pencil - 606 Wherever Walnut by Make Up For Ever for Women - 0.05 oz Makeup

Make Up For Ever$23.564.7★238 rev

URBAN DECAY 24/7 Glide-On Waterproof Eyeliner Pencil - Smudge-Proof Long-Lasting Transfer-Proof Up to 16HR Wear Smooth No-Tug Formula Demolition (Matte Deep Brown) - 0.04 oz

URBAN DECAY$16.374.3★14,380 rev

Artist Color Pencil - 608 Limitless Brown by Make Up For Ever for Women - 0.04 oz Makeup

Make Up For Ever$21.344.6★385 rev

URBAN DECAY 24/7 Glide-On Waterproof Eyeliner Pencil - Smudge-Proof Long-Lasting Transfer-Proof Up to 16HR Wear Smooth No-Tug Formula Perversion (Matte Blackest Black) - 0.04 oz

URBAN DECAY$16.374.3★14,380 rev

HD Skin Face Essentials Palette - Harmony 1 by Make Up For Ever for Women - 0.9 oz Makeup

Make Up For Ever$79.144.4★81 rev

Newest

by launch date

Urban Decay 24/7 Liquid Stick Waterproof Eyeliner - Smudge-Proof Transfer-Proof Up to 24HR Wear Dual-Ended Retractable Gel Liner with Blending Eye Brush - Melted Onyx (deep matte black)

URBAN DECAY$21.96208 rev

7mo ago

Urban Decay 24/7 Liquid Stick Waterproof Eyeliner - Smudge-Proof Transfer-Proof Up to 24HR Wear Dual-Ended Retractable Gel Liner with Blending Eye Brush - Brown Noise (deep matte brown)

URBAN DECAY$22.22208 rev

7mo ago

Urban Decay 24/7 Waterproof Waterline Eyeliner Pencil - Eye Liner for Tightlining + Defining Smudge-Resistant Transfer-Resistant 24HR Wear Creamy Neutrals - Tootsie (medium brown eyeliner)

URBAN DECAY$18.122,479 rev

1y ago

HD Skin Face Essentials Palette - Harmony 1 by Make Up For Ever for Women - 0.9 oz Makeup

Make Up For Ever$79.1481 rev

2y ago

HD Skin Undetectable Longwear Foundation - 2N26 by Make Up For Ever for Women - 1 oz Foundation

Make Up For Ever$36.4557 rev

2y ago

What buyers say about waterline eyeliner

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

What buyers love

Color30%

“The color is pretty”

Soft Feel8%

“Smooth application”

Durability8%

“seriously durable”

Quality-Overall6%

“Good liner”

Smudge Resistance6%

“Does not smear”

Ease Of Application6%

“Nice, smooth application and easy to work with”

Water Resistance5%

“Definitely waterproof”

Ease Of Use5%

“Easy to Use”

Value For Money4%

“Great value for the money”

Coverage2%

“Great coverage”

What buyers complain about

Durability17%

“Breaks easily”

Value For Money17%

“Very expensive”

Smudge Resistance8%

“Smear”

Water Resistance8%

“Didn't work as waterproof for me”

Quality-Overall6%

“Not the quality I was expecting”

Moist/Dry5%

“Dry and crumbly”

Functionality-Overall4%

“Doesn't work as advertised for me”

Color3%

“You have to push hard for the color to be noticeable”

Hard Feel3%

“It isnt soft”

Ease Of Use3%

“is impossible to use”

Top return reasons

Color43%

Advertised Vs Actual Product12%

Functionality-Overall7%

Moist/Dry5%

Defective Material/Parts5%

Durability5%

Water Resistance4%

Product Condition4%

Value For Money3%

Quality-Overall3%

Common questions

Is waterline eyeliner profitable to sell on Amazon United States?: The niche generates $798K/yr across 24 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +16.4%. Flapen's verdict: Worth a look (54/100).
How competitive is the waterline eyeliner niche?: 2 brands and 73 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in waterline eyeliner?: Top complaints mined from reviews: Durability, Value For Money, Smudge Resistance. The return rate is 1.6%.
When does demand for waterline eyeliner peak?: Demand peaks in Oct; the busiest month runs 1.6× the quietest.
What does it cost to enter the waterline eyeliner niche?: Listings span $15.77–$79.14; the average listing price is $23.27 (sweet spot $15–$100). The average incumbent carries 5,770 reviews — the moat a new listing must climb.