The invention discloses a method for improving brilliance and tinting strength of polyester fiber. The method comprises the following step: S1, preparing coloring master batch, wherein the prepared coloring master batch is prepared from 20 to 30% of pigment, 5 to 10% of ethylene acrylate copolymer, 2 to 5% of dispersing agent and the balance of carrier resin; S2, mixing the coloring master batch with PET slices and drying, wherein the weight proportion of the coloring master batch is 5 to 20%; S3, putting the coloring master batch and the PET slices which are evenly mixed into a spinning machine to be molten and extruding into silk by a spinneret plate to form polyester fiber. According to the method for improving brilliance and tinting strength of the polyester fiber disclosed by the invention, the coloring master batch containing pigment and the ethylene acrylate copolymer is used, so that brilliance and the tinting strength of the prepared polyester fiber is improved, and the brilliance of the polyester fiber is improved by 20%; meanwhile, spinning stability is improved, pressure is stable, and a spinning period is improved by 20%; furthermore, in an assembly cleaning process, residues are less, more convenience is brought to cleaning, and cost and energy consumption are obviously reduced.