Eyeliner Pencil Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Eyeliner Pencil sales on Amazon US totaled 402,000 units in July 2026 (▼ 13.2% vs. the prior month), generating an estimated $3,387,810 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 44.8% of unit volume and 41.8% of revenue, while a typical listing is priced at $9.55. The keyword itself pulled 66,744 Amazon queries over the same period (▲ 11.4% MoM).
Zooming out to the 12-month window ending July 2026, the eyeliner pencil Top 50 moved 4,818,000 units and $39,589,724 in cumulative sales — an average of 401,500 units and $3,299,144 per month. Monthly throughput topped out at 524,800 units in October 2025 and dipped to 254,900 in May 2026, leaving the latest reading 16.3% higher than August 2025.
Eyeliner Pencil 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
402K
▼ 13.2% MoM
Monthly Revenue 2026/07
$3.4M
▼ 16.4% MoM
Top 10 Market Share 2026/07
44.8%
Eyeliner Pencil Market Share & Sales Concentration on Amazon US — July 2026
The most-sold eyeliner pencil listing on Amazon US in July 2026 is ASIN B074Y8LM6T (Brand: NYX PROFESSIONAL MAKEUP), which sold 30,000 units at $9.97 apiece — equal to 7.5% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 180,000 units and $1,414,900 in July 2026 — 44.8% of unit volume and 41.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Eyeliner Pencil' on Amazon
July 2026
Is 44.8% Top 10 share highly concentrated?
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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
B00WAJAKOU
e.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Neutral Brown, 0.006 Oz
20K
▲ 0.0%vs. prior month
$60K
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
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Best Eyeliner Pencil Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
REVLON is the best-performing eyeliner pencil brand in July 2026, moving 60,000 units across 4 ASINs for 33.3% of Top 10 volume. e.l.f. follows with 40,000 units (22.2%), ahead of NYX PROFESSIONAL MAKEUP on 30,000 units (16.7%).
With 5 brands splitting the Top 10 and 72.2% 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 $4.25 to $9.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
REVLON
4 ASINs in Top 10
33.3%
Units
60K
Revenue
$540.6K
Avg. price
$8.14
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·★4.5·54.2K 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·★4.5·54.2K 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 sold10KB000H3EO3O
$7.26·★4.5·54.2K revsREVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold10K
e.l.f.
2 ASINs in Top 10
22.2%
Units
40K
Revenue
$160K
Avg. price
$4.25
B07MWSXPT1
$5.00·★4.4·35.1K revse.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Black
Units sold20KB00WAJAKOU
$3.49·★4.5·71.5K revse.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Neutral Brown, 0.006 Oz
Units sold20K
NYX PROFESSIONAL MAKEUP
1 ASIN in Top 10
16.7%
Units
30K
Revenue
$299.4K
Avg. price
$9.97
B074Y8LM6T
$9.97·★4.5·107.3K revsNYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner - Black, Vegan Formula
Units sold30K
Trending Eyeliner Pencil 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 B0DV97CQ9S close behind at ▲ 66.7% MoM on 5K 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
$9.12
Rating
4.4
Reviews
5.7K
Latest month sales
B0DV97CQ9S
ColourPop Crème Gel Waterproof Eyeliner - 18HR Wear, Ultra-Pigmented Eyeliner Pencil with Matte & Metallic Finishes - Smudge-Proof, Vegan & Cruelty-Free - Joy Ride (0.01 oz)
Price
$8.00
Rating
4.4
Reviews
1.7K
Latest month sales
B0DF1136KL
Clinique High Impact Gel Tech Eyeliner | Waterproof, Smudge Resistant + Safe For Sensitive Eyes
Unlock to view ASIN details and product titles
Price
$29.00
Rating
4.0
Reviews
912
Latest month sales
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