Foundation
MaybeProducts sell for $37.80 on average, inside the sweet spot. But buyers convert on only 0.7% of searches, so Foundation is a Maybe.
- Flapen Score
- 51 / 100Ranks 223 of 445 Beauty niches · on the category median51
- Market size
- $144K/yr553K searches / yr
- 90-day growth
- +14.1%search demand this quarter
- Competition
- 38%top-5 click share · 12 brands · 78 sellers
Flapen Score
Foundation against its category
The dotted line is the Beauty average. Past it, Foundation is stronger. Inside it, weaker.
Market
The Foundation market on Amazon at a glance
Shoppers on Amazon United Arab Emirates searched for Foundation 553K times last year and spent an estimated $144K. The top 5 brands take 91% of clicks. Demand peaks in Nov. Flapen scores it 51 out of 100, a Maybe.
01 · Demand
0.7% of searches ended in a purchase last week.
Shoppers searched for this 553K times in the last 12 months. That counts every search on Amazon United Arab Emirates for this niche's terms. In the latest week, 0.7% of those searches ended in a purchase. Searches in the last 90 days moved +14.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $144K a year.
- Searches, last 12 months
- 553K
- Growth, 90 days vs prior 90
- +14.1%
- Conversion, latest week
- 0.7%
- Market size, estimated
- $144Ka year
- Peak month
- November1.7× the quietest month
- Top search term
- foundation259K searches a year
02 · Price
A sale here is worth $37.80.
Listings sell for $37.80 on average, from $15.82 to $63.89. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At $37.80 that is $0 to $4K a year per listing.
- Average price
- $37.80inside the $15 to $100 sweet spot
- Price range
- $15.82–$63.89
- Amazon United Arab Emirates median price
- $60.52across 3,090 niches
- Units sold a year
- 4K–5K
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$4K
- Returns
- 2.2%of orders · Amazon United Arab Emirates median 1.6%
03 · Entry bar
The bar here is reviews.
87% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 3.9% of listings are out of stock. The average listing ranks #161 within Beauty. It carries 6,053 reviews at 4.30 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 87%
- Prime listings
- 98%
- Out of stock, average day
- 3.9%
- Average rank
- #161in Beauty
- Average rating
- 4.30 starsAmazon United Arab Emirates average 4.27 stars
- Average reviews
- 6,053per listing
- Listings tracked
- 46
04 · Newcomers
Amazon counts 2 of last year's 5 launches as successful.
5 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 54 months on average, so the names here are settling in.
- Launched, last 12 months
- 5
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 54 months
Products
Top Foundation products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
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 date
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

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
Competition: brands, sellers & click share
The top 5 products take only 38% of clicks. 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%)
Demand
Foundation search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov · busiest ÷ quietest = 1.7×
Search terms
Top Foundation search terms shoppers use
The exact words 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
Reviews and returns
What reviews say buyers love and hate about Foundation
We read the reviews and the return reasons for every product selling here.
“Quality of the item is powdery”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
20 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Foundation questions
Answered from the same tracked data.









