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Foundation

Maybe

Products 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
51 / 100
Ranks 223 of 445 Beauty niches · on the category median
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.

51Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take only 38% of clicks. An open shelf where new products get seen.

$0$4K$9K$13K$17K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

18K13KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

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.

33%of positive reviews mention “الجودة الشاملة”
25%of negative reviews mention “الجودة الشاملة”
2.2%of orders come back
“Quality of the item is powdery”
A buyer, on “الجودة الشاملة”25% of negative reviews mention the same topic

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

NegativePositive

FAQ

Common Foundation questions

Answered from the same tracked data.