Foundation
Foundation shows a sweet-spot price point ($37.80 avg), but weak search conversion (0.7%) keeps it on the watch list.
Flapen Score
Ranks 223 of 445 Beauty niches · on the category median
Is Foundation profitable on Amazon?
According to Flapen's Amazon United Arab Emirates niche tracking, Foundation is a $144K/yr Amazon United Arab Emirates market (553K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Nov. Verdict: Worth a look — 51/100.
Foundation: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved +14.1% over the last 90 days and 0.7% of searches end in a purchase.
$144K
revenue / yr
Who owns the niche?
The top 5 brands hold 91% of demand, so 9% of the market is open.
9%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.
0/100
page quality · 46 products
Top Foundation products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Maybelline New York Liquid Foundation Matte & Poreless Full Coverage and Blendable Normal to Oily Skin Fit Me 110 Porcelain
- Price
- $21.76
- Rating
- 4.3/5
- Reviews
- 13,308
- Age
- 9y ago
LOreal Paris Infallible 32hr Freshwear Foundation 015 Porcelaine
- Price
- $45.46
- Rating
- 4.4/5
- Reviews
- 2,399
- Age
- 7y ago
Maybelline New York New York Fit Me Matte & Poreless Foundation 16H Oil Control with SPF 22-128
- Price
- $26.52
- Rating
- 4.3/5
- Reviews
- 18,436
- Age
- 4y ago
Maybelline New York Fit Me Matte & Poreless Foundation 16H Oil Control with SPF 22-120
- Price
- $30.29
- Rating
- 4.3/5
- Reviews
- 18,436
- Age
- 6y ago
Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 118
- Price
- $40.34
- Rating
- 4.4/5
- Reviews
- 529
- Age
- 1y ago
Trending
90-day click momentum
NYX Professional Makeup Make EM Wonder 24H Soft Matte Foundation Undetectable Finish Classic Ivory
- Price
- $29.22
- Rating
- 4.1/5
- Reviews
- 896
- Age
- 8mo ago
Catrice Hd Liquid Coverage Foundation 020 ROSE BEIGH 30 Ml
- Price
- $27.08
- Rating
- 4.2/5
- Reviews
- 1,625
- Age
- 9y ago
Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish Sh - 98
- Price
- $38.89
- Rating
- 4.3/5
- Reviews
- 1,676
- Age
- 1y ago
Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish Sh - 96
- Price
- $42.27
- Rating
- 4.3/5
- Reviews
- 1,676
- Age
- 1y ago
e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 13 Fair Neutral
- Price
- $47.59
- Rating
- 4.1/5
- Reviews
- 767
- Age
- 2y ago
Newest
by launch dateNYX Professional Makeup Make EM Wonder 24H Soft Matte Foundation Undetectable Finish Classic Ivory
- Price
- $29.22
- Rating
- 4.1/5
- Reviews
- 896
- Age
- 8mo ago
LOreal Paris 24H Infaillible Tinted Serum Foundation Shade Light 2-3
- Price
- $47.64
- Rating
- 4.1/5
- Reviews
- 197
- Age
- 1y ago
Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 119
- Price
- $36.09
- Rating
- 4.3/5
- Reviews
- 1,676
- Age
- 1y ago
Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 118
- Price
- $40.34
- Rating
- 4.4/5
- Reviews
- 529
- Age
- 1y ago
Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish Sh - 98
- Price
- $38.89
- Rating
- 4.3/5
- Reviews
- 1,676
- Age
- 1y ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.
Brands
12 falling
Sellers
78
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
38%
Top 20: 76%
Open market
7%
- MAYBELLINE57%
- L'Oreal Paris25%
- NYX PROFESSIONAL MAKEUP4%
- Bourjois3%
- Catrice Cosmetics2%
- Essence Cosmetics2%
- Open — no brand owns it (6 brands, 7%)
Foundation demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Nov · busiest ÷ quietest = 1.7×
Top Foundation search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- foundation259K/yr
- maybelline foundation85K/yr
- loreal foundation37K/yr
- foundation full coverage40K/yr
- fit me foundation18K/yr
- loreal infallible foundation14K/yr
- كريم اساس12K/yr
- فاونديشن11K/yr
- maybelline fit me foundation9K/yr
- فونديشن9K/yr
What reviews say buyers love and hate about Foundation
What buyers mention most, as a share of all reviews.
What buyers love
95% of reviews“Great product”
“Best Value for money”
“Very good for oily skin”
“it has normal coverage”
“Light weight”
What buyers complain about
88% of reviews“Quality of the item is powdery”
“Oxidized sooooo badddd”
“Watery and Drying”
“drying on the skin”
“quantity is much smaller than I thought it would be. didn't check the description”
Foundation return rate & reasons
Why buyers send it back, as a share of all return requests.
2.2%
Return rate
0%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Foundation questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
