Plum Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Plum Eyeliner sales on Amazon US totaled 184,300 units in July 2026 (▼ 15.8% vs. the prior month), generating an estimated $1,749,899 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 57.0% of unit volume and 47.8% of revenue, while a typical listing is priced at $11.02. The keyword itself pulled 23,238 Amazon queries over the same period (▲ 13.1% MoM).
Zooming out to the 12-month window ending July 2026, the plum eyeliner Top 50 moved 2,166,950 units and $20,169,541 in cumulative sales — an average of 180,579 units and $1,680,795 per month. Monthly throughput topped out at 254,250 units in October 2025 and dipped to 104,300 in May 2026, leaving the latest reading 18.7% higher than August 2025.
Plum 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
184.3K
▼ 15.8% MoM
Monthly Revenue 2026/07
$1.7M
▼ 20.7% MoM
Top 10 Market Share 2026/07
57.0%
Plum Eyeliner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold plum eyeliner listing on Amazon US in July 2026 is ASIN B07MWSXPT1 (Brand: e.l.f.), which sold 20,000 units at $5.79 apiece — equal to 10.9% of every unit tracked in this report.
The Top 10 ASINs account for 105,000 units and $837,120 in July 2026 — 57.0% of unit volume and 47.8% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Plum Eyeliner' on Amazon
July 2026
Is 57.0% 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
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
B082YQ8TXR
wet n wild Mega Last Breakup Proof Liquid Eyeliner - Ultra-Fine Brush, Waterproof, 16-Hour Long-Lasting Wear- Cruelty-Free & Vegan - Black
10K
▲ 0.0%vs. prior month
$54.4K
latest month
12-month trend
B0D19QGKQ4
NYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner with Vegan Formula - Dark Chocolate (Dark Brown Matte)
7K
▼ 12.5%vs. prior month
$69.7K
latest month
12-month trend
B005G9E9FW
NYX PROFESSIONAL MAKEUP Vivid Rich Mechanical Eye Pencil, Vivid Rich Mechanical, Creamy Retractable Eyeliner - Smokin Topaz, Brown Eyeliner
7K
▼ 30.0%vs. prior month
$55.7K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Plum Eyeliner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
REVLON is the best-performing plum eyeliner brand in July 2026, moving 40,000 units across 2 ASINs for 38.1% of Top 10 volume. e.l.f. follows with 25,000 units (23.8%), ahead of NYX PROFESSIONAL MAKEUP on 14,000 units (13.3%).
With 7 brands splitting the Top 10 and 75.2% 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 $6.89 to $9.03, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
REVLON
2 ASINs in Top 10
38.1%
Units
40K
Revenue
$382.2K
Avg. price
$9.03
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 sold20KB01J1A3TFW
$11.38·★4.5·54.3K revsREVLON ColorStay Pencil Waterproof Eyeliner, 201 Black, 2 pack | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20K
e.l.f.
2 ASINs in Top 10
23.8%
Units
25K
Revenue
$135K
Avg. price
$6.89
B07MWSXPT1
$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 sold20KB0F2XCM5LQ
$8.00·★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, Deep Brown
Units sold5K
NYX PROFESSIONAL MAKEUP
2 ASINs in Top 10
13.3%
Units
14K
Revenue
$125.4K
Avg. price
$8.97
B0D19QGKQ4
$9.97·★4.5·107.4K revsNYX PROFESSIONAL MAKEUP Epic Ink Liner, Waterproof Liquid Eyeliner with Vegan Formula - Dark Chocolate (Dark Brown Matte)
Units sold7KB005G9E9FW
$7.97·★4.5·103.3K revsNYX PROFESSIONAL MAKEUP Vivid Rich Mechanical Eye Pencil, Vivid Rich Mechanical, Creamy Retractable Eyeliner - Smokin Topaz, Brown Eyeliner
Units sold7K
Trending Plum 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. Specifically, 3 ASINs forced its way in: B0BFZ8JF7S booked 5K units at $9.97, with ▲ 66.7% MoM change.
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
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
1.8K
Latest month sales
B0F2XCM5LQ
e.l.f. H2O Proof Eyeliner Pen, Felt Tip, Waterproof, Long-Lasting, High-Pigmented Liner For Bold Looks, Vegan & Cruelty-Free, Deep Brown
Unlock to view ASIN details and product titles
Price
$8.00
Rating
4.5
Reviews
13.4K
Latest month sales
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