Eyeshadow Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Eyeshadow sales on Amazon US totaled 122,700 units in July 2026 (▼ 17.1% vs. the prior month), generating an estimated $1,547,065 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 43.2% of unit volume and 38.8% of revenue, while a typical listing is priced at $12.03. The keyword itself pulled 61,784 Amazon queries over the same period (▲ 1.9% MoM).
Zooming out to the 12-month window ending July 2026, the eyeshadow Top 50 moved 1,712,100 units and $21,982,437 in cumulative sales — an average of 142,675 units and $1,831,870 per month. Monthly throughput topped out at 216,800 units in November 2025 and dipped to 78,500 in May 2026, leaving the latest reading 10.8% higher than August 2025.
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
122.7K
▼ 17.1% MoM
Monthly Revenue 2026/07
$1.5M
▼ 22.6% MoM
Top 10 Market Share 2026/07
43.2%
Eyeshadow Market Share & Sales Concentration on Amazon US — July 2026
The most-sold eyeshadow listing on Amazon US in July 2026 is ASIN B01LW1983J (Brand: Julep), which sold 8,000 units at $14.00 apiece — equal to 6.5% of every unit tracked in this report and 14% ahead of the No. 2 listing.
The Top 10 ASINs account for 53,000 units and $600,750 in July 2026 — 43.2% of unit volume and 38.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Eyeshadow' on Amazon
July 2026
Is 43.2% 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
B01LW1983J
Julep Eyeshadow 101 Crème-to-Powder Eyeshadow Stick, Champagne Shimmer
8K
▼ 20.0%vs. prior month
$144.5K
latest month
12-month trend
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
7K
▲ 16.7%vs. prior month
$49K
latest month
12-month trend
B0FBX3M65V
Champagne Shimmer Cream Eyeshadow, Light Gold Sheer Metallic Glow Glitter Eye Shadow for Mature Skin, Lightweight Blendable, Subtle Shimmer, Crease-Proof, Vegan & Cruelty-Free Sombras para Ojos
7K
▲ 0.0%vs. prior month
$48.9K
latest month
12-month trend
B00L5SMFJU
Covergirl Eye Enhancers Eye Shadow Palette, Natural Nudes, 0.19 Ounce
5K
▼ 28.6%vs. prior month
$27.4K
latest month
12-month trend
B07MQJRK7N
UCANBE Highly Pigmented Eye Makeup Palette, Matte Shimmer Metallic Eyeshadow Pallet Long Lasting Blendable Natural Colors Make Up Eye Shadows Cosmetics Gift Kit
5K
▲ 0.0%vs. prior month
$47.7K
latest month
12-month trend
B0BGR4TG4R
LAURA GELLER The Delectables Earthy Essentials Eyeshadow Palette
5K
▲ 25.0%vs. prior month
$101.2K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Eyeshadow Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Julep is the best-performing eyeshadow brand in July 2026, moving 12,000 units across 2 ASINs for 22.6% of Top 10 volume. COVERGIRL follows with 9,000 units (17.0%), ahead of e.l.f. on 7,000 units (13.2%).
Volume is spread across 8 brands, with the top three holding 52.8% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $5.48 to $13.50, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Julep
2 ASINs in Top 10
22.6%
Units
12K
Revenue
$216.7K
Avg. price
$13.50
B01LW1983J
$14.00·★4.3·58.8K revsJulep Eyeshadow 101 Crème-to-Powder Eyeshadow Stick, Champagne Shimmer
Units sold8KB01MYM3KV7
$13.00·★4.3·58.8K revsJulep Eyeshadow 101 Crème-to-Powder Eyeshadow Stick, Pearl Shimmer
Units sold4K
COVERGIRL
2 ASINs in Top 10
17.0%
Units
9K
Revenue
$49.3K
Avg. price
$5.48
B00L5SMFJU
$5.48·★4.2·25.5K revsCovergirl Eye Enhancers Eye Shadow Palette, Natural Nudes, 0.19 Ounce
Units sold5KB001ESIZEU
$5.48·★4.2·25.5K revsCOVERGIRL Eye Enhancers 4-Kit Eyeshadow, silky, sheer formula, double ended applicator, 100% Cruelty-free
Units sold4K
e.l.f.
1 ASIN in Top 10
13.2%
Units
7K
Revenue
$49K
Avg. price
$7.00
B0D3FGFBGQ
$7.00·★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
Trending 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: B0BGR4TG4R booked 5K units at $28.00, with ▲ 25.0% MoM change. On the growth side, B0852SZ4XN leads positive momentum with ▲ 125.0% MoM growth on 900 units, with B0GK1DR5KM 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.
B0BGR4TG4R
LAURA GELLER The Delectables Earthy Essentials Eyeshadow Palette
Price
$28.00
Rating
4.0
Reviews
5.4K
Latest month sales
B0852SZ4XN
Too Faced Born This Way The Natural Nudes Eye Shadow Palette | High Pigment + Shimmer, 0.42 Ounce
Price
$45.90
Rating
4.6
Reviews
798
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
Unlock to view ASIN details and product titles
Price
$7.59
Rating
4.4
Reviews
205
Latest month sales
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