Elf Eyeshadow Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Elf Eyeshadow sales on Amazon US totaled 256,800 units in July 2026 (▼ 11.1% vs. the prior month), generating an estimated $1,984,010 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 56.1% of unit volume and 49.3% of revenue, while a typical listing is priced at $8.63. The keyword itself pulled 27,312 Amazon queries over the same period (▲ 7.0% MoM).
Zooming out to the 12-month window ending July 2026, the elf eyeshadow Top 50 moved 3,223,600 units and $28,084,682 in cumulative sales — an average of 268,633 units and $2,340,390 per month. Monthly throughput topped out at 356,600 units in October 2025 and dipped to 153,900 in May 2026, leaving the latest reading 3.8% higher than August 2025.
Elf Eyeshadow Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
256.8K
▼ 11.1% MoM
Monthly Revenue 2026/07
$2M
▼ 20.1% MoM
Top 10 Market Share 2026/07
56.1%
Elf Eyeshadow Market Share & Sales Concentration on Amazon US — July 2026
The most-sold elf eyeshadow listing on Amazon US in July 2026 is ASIN B09XMYFTB7 (Brand: e.l.f.), which sold 30,000 units at $10.00 apiece — equal to 11.7% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 144,000 units and $978,200 in July 2026 — 56.1% of unit volume and 49.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Elf Eyeshadow' on Amazon
July 2026
Is 56.1% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
Powered by ASINSIGHT MCP · Grounded in ASINSIGHT Amazon data
Top 5 Volume Share breakdown
B09XMYFTB7
e.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
30K
▼ 25.0%vs. prior month
$300K
latest month
12-month trend
B07MWSXPT1
e.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
20K
▲ 0.0%vs. prior month
$100K
latest month
12-month trend
B000H3I2JG
Revlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$157.2K
latest month
12-month trend
B00WAJAJ0K
e.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Taupe, 0.006 Oz
20K
▲ 0.0%vs. prior month
$60K
latest month
12-month trend
B07MWT5JV4
e.l.f. H2O Proof Eyeliner Pen, Felt Tip, Waterproof, Long-Lasting, High-Pigmented Liner For Bold Looks, Vegan & Cruelty-Free, Jet Black. 0.02 Fl Oz
10K
▲ 0.0%vs. prior month
$70K
latest month
12-month trend
B07X7KMGBX
e.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Coffee
10K
▲ 0.0%vs. prior month
$50K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Elf Eyeshadow Brands on Amazon US — Top 2 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing elf eyeshadow brand in July 2026, moving 124,000 units across 9 ASINs for 86.1% of Top 10 volume. REVLON follows with 20,000 units (13.9%).
With 2 brands splitting the Top 10 and 100.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $6.67 to $6.98, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
9 ASINs in Top 10
86.1%
Units
124K
Revenue
$821K
Avg. price
$6.98
B09XMYFTB7
$10.00·★4.6·43.1K revse.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
Units sold30KB07MWSXPT1
$5.79·★4.4·35.2K revse.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
Units sold20KB00WAJAJ0K
$4.00·★4.5·71.6K revse.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Taupe, 0.006 Oz
Units sold20KB07MWT5JV4
$7.99·★4.5·13.4K revse.l.f. H2O Proof Eyeliner Pen, Felt Tip, Waterproof, Long-Lasting, High-Pigmented Liner For Bold Looks, Vegan & Cruelty-Free, Jet Black. 0.02 Fl Oz
Units sold10KB07X7KMGBX
$5.00·★4.4·35.2K revse.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Coffee
Units sold10KB0CPFYBBMB
$8.00·★4.8·3.4K revse.l.f. Dual-Ended Cream + Powder Brush | Two-in-One Makeup Brush For Creating A Gorgeous, Airbrushed-looking Complexion, Vegan & Cruelty-free
Units sold10KB07ZR111LV
$8.00·★4.5·20.3K revse.l.f. Halo Glow Soft Focus Setting Powder, Silky & Creates Soft Glow Without Shine, Smooths Pores & Lines, Vegan & Cruelty-Free, Light
Units sold9KB07MWTH3BY
$6.00·★4.4·98.1K revse.l.f. Monochromatic Multi Stick, Creamy, Lightweight, Versatile, Luxurious, Adds Shimmer, Easy To Use On The Go, Blends Effortlessly, Glistening Peach, 0.155 Oz
Units sold8KB0D3FGFBGQ
$8.00·★4.3·3.9K revse.l.f. Lock It Down Eyeshadow Primer | Smooth Creamy Eye Makeup Primer For Long-Lasting Eyeshadow, Intensifies Color, Helps Prevent Creasing, Vegan & Cruelty-Free
Units sold7K
REVLON
1 ASIN in Top 10
13.9%
Units
20K
Revenue
$157.2K
Avg. price
$6.67
B000H3I2JG
$6.67·★4.5·54.3K revsRevlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20K
Trending Elf Eyeshadow Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B0D3FGFBGQ booked 7K units at $8.00, with ▲ 16.7% MoM change. On the growth side, B0GK1DR5KM leads positive momentum with ▲ 100.0% MoM growth on 2K units, with B0BSR8FF44 close behind at ▲ 100.0% MoM on 2K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B0D3FGFBGQ
e.l.f. Lock It Down Eyeshadow Primer | Smooth Creamy Eye Makeup Primer For Long-Lasting Eyeshadow, Intensifies Color, Helps Prevent Creasing, Vegan & Cruelty-Free
Price
$8.00
Rating
4.3
Reviews
3.9K
Latest month sales
B0GK1DR5KM
6 Matte Neutral Mini Eyeshadow Palette with Brush - Ultra Blendable Cool-Tone Nude Smokey Eye Shadow Palette, Long-lasting Wear Smooth Texture
Price
$9.99
Rating
4.4
Reviews
216
Latest month sales
B0BSR8FF44
e.l.f. Lip Lacquer, Black Cherry | Hydrating Lip Gloss, Non-Sticky Ultra-Shine with Vitamin A & E, Vegan & Cruelty-Free
Unlock to view ASIN details and product titles
Price
$4.00
Rating
4.4
Reviews
42.6K
Latest month sales
One Amazon dataset. Two ways to use it.
Every number in this elf eyeshadow report comes from the Amazon market data ASINSIGHT tracks. Pick how you want to work with it.
Explore the full data
Browse the complete, structured picture in a ready-made interface — and keep tracking it as the market moves.
- Organic vs. ad traffic shifts per product
- Hourly rank and search-volume tracking
- Competitor ASINs and historical trends
Starts with a free ASINSIGHT account
Analyze the data your way
Connect the same data to ChatGPT, Claude or Cursor, then combine any dimensions to answer your own questions.
- Combine product, keyword, sales & ranking data freely
- Follow up in your own words, no fixed reports
- Works in ChatGPT, Claude & Cursor
20,000 credits/mo free, no credit card