Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Eyeliner sales on Amazon US totaled 340,000 units in July 2026 (▼ 17.1% vs. the prior month), generating an estimated $3,223,110 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 50.0% of unit volume and 43.4% of revenue, while a typical listing is priced at $10.75. The keyword itself pulled 328,689 Amazon queries over the same period (▲ 11.7% MoM).
Zooming out to the 12-month window ending July 2026, the eyeliner Top 50 moved 4,224,500 units and $38,377,314 in cumulative sales — an average of 352,042 units and $3,198,110 per month. Monthly throughput topped out at 483,000 units in October 2025 and dipped to 220,000 in May 2026, leaving the latest reading 18.0% higher than August 2025.
Eyeliner 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
340K
▼ 17.1% MoM
Monthly Revenue 2026/07
$3.2M
▼ 18.6% MoM
Top 10 Market Share 2026/07
50.0%
Eyeliner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold eyeliner listing on Amazon US in July 2026 is ASIN B074Y8LM6T (Brand: NYX PROFESSIONAL MAKEUP), which sold 30,000 units at $9.99 apiece — equal to 8.8% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 170,000 units and $1,400,100 in July 2026 — 50.0% of unit volume and 43.4% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Eyeliner' on Amazon
July 2026
Is 50.0% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B074Y8LM6T
NYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula
30K
▼ 25.0%vs. prior month
$299.4K
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
B01J1A3TFW
Revlon ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$225K
latest month
12-month trend
B082YPRCMM
wet n wild Mega Last Breakup Proof Waterproof Retractable Gel Eyeliner - Ultra Pigmented 16-Hour Long Wear, Smudge Proof Satin Finish Formula, Cruelty-Free & Vegan - Charcoal
20K
▲ 0.0%vs. prior month
$45K
latest month
12-month trend
B0BSR2ZBK1
Wonderskin Eyeliner Pencil 1440 Longwear Eyeliner Waterproof & Smudge Proof | Waterproof deep black eyeliner, smudge-proof formula glides on smoothly for precise, long-lasting definition.
20K
▲ 0.0%vs. prior month
$360K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Eyeliner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
REVLON is the best-performing eyeliner brand in July 2026, moving 50,000 units across 3 ASINs for 29.4% of Top 10 volume. wet n wild follows with 40,000 units (23.5%), ahead of NYX PROFESSIONAL MAKEUP on 30,000 units (17.6%).
With 5 brands splitting the Top 10 and 70.6% 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 $2.85 to $9.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
REVLON
3 ASINs in Top 10
29.4%
Units
50K
Revenue
$461.4K
Avg. price
$8.44
B000H3I2JG
$6.67·★4.5·54K 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 sold20KB01J1A3TFW
$11.38·★4.5·54K revsRevlon ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20KB000H3EO34
$7.26·★4.5·54K revsRevlon ColorStay Pencil Waterproof Eyeliner, 203 Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold10K
wet n wild
3 ASINs in Top 10
23.5%
Units
40K
Revenue
$109.3K
Avg. price
$2.85
B082YPRCMM
$2.07·★4.4·40.2K revswet n wild Mega Last Breakup Proof Waterproof Retractable Gel Eyeliner - Ultra Pigmented 16-Hour Long Wear, Smudge Proof Satin Finish Formula, Cruelty-Free & Vegan - Charcoal
Units sold20KB00UZ8X9H8
$1.00·★4.5·18.3K revswet n wild Color Icon Kohl Eyeliner Pencil - Rich Hyper-Pigmented Color, Smooth Creamy Application, Long-Wearing Matte Finish Versatility, Cruelty-Free - Baby's Got Black
Units sold10KB082YQ8TXR
$5.47·★4.4·21.7K revswet n wild Mega Last Breakup Proof Liquid Eyeliner - Ultra-Fine Brush, Waterproof, 16-Hour Long-Lasting Wear- Cruelty-Free & Vegan - Black
Units sold10K
NYX PROFESSIONAL MAKEUP
1 ASIN in Top 10
17.6%
Units
30K
Revenue
$299.4K
Avg. price
$9.99
B074Y8LM6T
$9.99·★4.5·107.3K revsNYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula
Units sold30K
Trending Eyeliner 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. On the growth side, B0BFZ8JF7S leads positive momentum with ▲ 66.7% MoM growth on 5K units, with B0DF1136KL close behind at ▲ 50.0% MoM on 3K 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.
B0BFZ8JF7S
L'Oreal Paris Infallible Grip Mechanical Gel Eyeliner Pencil, Smudge-Resistant, Waterproof Eye Makeup with Up to 36HR Wear, Brown Denim, 0.01 Oz
Price
$9.97
Rating
4.4
Reviews
5.7K
Latest month sales
B0DF1136KL
Clinique High Impact Gel Tech Eyeliner | Waterproof, Smudge Resistant + Safe For Sensitive Eyes
Price
$29.00
Rating
4.0
Reviews
909
Latest month sales
B0F55Y2DZJ
Thrive Causemetics Infinity Waterproof Eyeliner Pencil, Black Matte Shade | Built-In Sharpener & Smudge Tip, Long Lasting & Smudge Proof, Hyaluronic Acid, Shea Butter, Vegan, Cruelty Free, Lauren Shade
Unlock to view ASIN details and product titles
Price
$24.00
Rating
4.2
Reviews
2.1K
Latest month sales
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