---
title: "Waterline Eyeliner — $798K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/waterline-eyeliner"
last_updated: "2026-08-09T07:16:33.935Z"
locale: en
meta:
description: "Niche score 54/100 · $798K/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 54/100 · $798K/yr market. Brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Waterline Eyeliner — $798K/yr Amazon US Niche (2026) - Flapen"
---
# **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.
Market size 73Growth 46Conversion 44Competition 41Returns 84Price range 95Avg price 95Brand share 0Review moat 24Quality gap 67
**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**
**Great****1.6%**
return rate — above 5% kills the launch gate
**Market size**
**Good****$798K**
$798K/yr · 969K searches
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+16.4%**
90-day search growth — must beat 0% to launch
**Conversion**
**Okay****3.5%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Bad****5,769.88**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**73**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**61%**
Top 20: 96%
**Open market**
**0%**
- URBAN DECAY52% - Make Up For Ever48%
## **Demand & seasonality**
Weekly Amazon search volume, last 102 weeks — +16.4% search growth over the last 90 days.
60K40KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Oct · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/waterline-eyeliner/trend)
## **Top waterline eyeliner search terms**
- **urban decay eyeliner**327K/yr+28.4%6.4% conv. - **makeup forever lip liner**196K/yr+8.9%3.2% conv. - **makeup forever**169K/yr+6.8%0.6% conv. - **make up forever**88K/yr+16.4%0.6% conv. - **makeup forever eyeliner**35K/yr+31.7%1.5% conv. - **urban decay 24/7 glide-on eye pencil**20K/yr+90.7%4.9% conv. - **make up for ever**37K/yr-47.6%0.5% conv. - **urban decay eyeliner pencil**18K/yr+31.7%5.9% conv. - **makeup forever aqua resist eyeliner**11K/yr+16.8%1.3% conv. - **make up forever eyeliner pencil**9K/yr+21.6%3.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/waterline-eyeliner/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.
0%5%$40K10%$80K15%$120K20%$160K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Artist Color Pencil - 606 Wherever Walnut by Make Up For Ever for Women - 0.05 oz Makeup**Make Up For Ever**$23.56**4.7★238 rev](https://www.amazon.com/dp/B07RFDH6NS) [2**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**$16.37**4.3★14,380 rev](https://www.amazon.com/dp/B00C4VPH0G) [3**Artist Color Pencil - 608 Limitless Brown by Make Up For Ever for Women - 0.04 oz Makeup**Make Up For Ever**$21.34**4.6★385 rev](https://www.amazon.com/dp/B07RHG7LGH) [4**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**$16.37**4.3★14,380 rev](https://www.amazon.com/dp/B006Z79SBE) [5**HD Skin Face Essentials Palette - Harmony 1 by Make Up For Ever for Women - 0.9 oz Makeup**Make Up For Ever**$79.14**4.4★81 rev](https://www.amazon.com/dp/B0D5KJTZ6R)
**~~View all top sellers →~~**
### **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**$21.96**208 rev7mo ago](https://www.amazon.com/dp/B0FXBV7VDC) [**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**$22.22**208 rev7mo ago](https://www.amazon.com/dp/B0FXBTWGKM) [**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**$18.12**2,479 rev1y ago](https://www.amazon.com/dp/B0DKG9GTYD) [**HD Skin Face Essentials Palette - Harmony 1 by Make Up For Ever for Women - 0.9 oz Makeup**Make Up For Ever**$79.14**81 rev2y ago](https://www.amazon.com/dp/B0D5KJTZ6R) [**HD Skin Undetectable Longwear Foundation - 2N26 by Make Up For Ever for Women - 1 oz Foundation**Make Up For Ever**$36.45**57 rev2y ago](https://www.amazon.com/dp/B0CCPFB6FT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$21.96**4.2★**▲ 112%**](https://www.amazon.com/dp/B0FXBV7VDC) [**HD Skin Matte Powder Foundation - 1N10 by Make Up For Ever for Women - 0.38 oz Foundation**Make Up For Ever**$41.95**4.2★**▲ 111%**](https://www.amazon.com/dp/B0CCPL4SZH) [**URBAN DECAY 24/7 Glide-On Waterproof Eyeliner Pencil - Smudge-Proof Long-Lasting Transfer-Proof Up to 16HR Wear Smooth No-Tug Formula Empire (Dark Eggplant Purple Matte) - 0.04 oz**URBAN DECAY**$15.77**4.3★**▲ 79%**](https://www.amazon.com/dp/B00C9B82SU) [**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**$22.22**4.2★**▲ 40%**](https://www.amazon.com/dp/B0FXBTWGKM) [**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**$16.37**4.3★**▲ 40%**](https://www.amazon.com/dp/B00C4VPH0G)
**~~View all trending →~~**
## **What buyers say about waterline eyeliner**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**30%
*“The color is pretty”*
**Soft Feel**8%
*“Smooth application”*
**Durability**8%
*“seriously durable”*
**Quality-Overall**6%
*“Good liner”*
**Smudge Resistance**6%
*“Does not smear”*
**Ease Of Application**6%
*“Nice, smooth application and easy to work with”*
**Water Resistance**5%
*“Definitely waterproof”*
**Ease Of Use**5%
*“Easy to Use”*
**Value For Money**4%
*“Great value for the money”*
**Coverage**2%
*“Great coverage”*
### **What buyers complain about **
**Durability**17%
*“Breaks easily”*
**Value For Money**17%
*“Very expensive”*
**Smudge Resistance**8%
*“Smear”*
**Water Resistance**8%
*“Didn't work as waterproof for me”*
**Quality-Overall**6%
*“Not the quality I was expecting”*
**Moist/Dry**5%
*“Dry and crumbly”*
**Functionality-Overall**4%
*“Doesn't work as advertised for me”*
**Color**3%
*“You have to push hard for the color to be noticeable”*
**Hard Feel**3%
*“It isnt soft”*
**Ease Of Use**3%
*“is impossible to use”*
### **Top return reasons **
**Color**43%
**Advertised Vs Actual Product**12%
**Functionality-Overall**7%
**Moist/Dry**5%
**Defective Material/Parts**5%
**Durability**5%
**Water Resistance**4%
**Product Condition**4%
**Value For Money**3%
**Quality-Overall**3%
## **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.
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