Skip to content

Primer

Fail

The average product has 11,204 reviews to catch up to, so Primer is a Fail.

Flapen Score
49
49 / 100
Ranks 275 of 445 Beauty niches · −2 vs the category median of 51
Market size
$156K/yr244K searches / yr
90-day growth
-3.3%search demand this quarter
Competition
50%top-5 click share · 11 brands · 67 sellers

Flapen Score

Primer against its category

The dotted line is the Beauty average. Past it, Primer is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Primer market on Amazon at a glance

Shoppers on Amazon United Arab Emirates searched for Primer 244K times last year and spent an estimated $156K. The top 5 brands take 88% of clicks. Demand peaks in Nov. Flapen scores it 49 out of 100, a Fail.

01 · Demand

1.9% of searches ended in a purchase last week.

Shoppers searched for this 244K times in the last 12 months. That counts every search on Amazon United Arab Emirates for this niche's terms. In the latest week, 1.9% of those searches ended in a purchase. Searches in the last 90 days moved -3.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated $156K a year.

Searches, last 12 months
244K
Growth, 90 days vs prior 90
-3.3%
Conversion, latest week
1.9%
Market size, estimated
$156Ka year
Peak month
November1.6× the quietest month
Top search term
primer123K searches a year

02 · Price

A sale here is worth $33.40.

Listings sell for $33.40 on average, from $14.70 to $87.58. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 250 to 500 of them. At $33.40 that is $8K to $17K a year per listing.

Average price
$33.40inside the $15 to $100 sweet spot
Price range
$14.70–$87.58
Amazon United Arab Emirates median price
$60.52across 3,090 niches
Units sold a year
6K–8K
Units per listing a year
250–500
Revenue per listing a year
$8K–$17K
Returns
1.2%of orders · Amazon United Arab Emirates median 1.6%

03 · Entry bar

The bar here is reviews.

48% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 0.6% of listings are out of stock. The average listing ranks #99 within Beauty. It carries 11,204 reviews at 4.31 stars, so a new listing needs social proof before a better product.

Sponsored listings
48%
Prime listings
97%
Out of stock, average day
0.6%
Average rank
#99in Beauty
Average rating
4.31 starsAmazon United Arab Emirates average 4.27 stars
Average reviews
11,204per listing
Listings tracked
29

04 · Newcomers

Amazon counts 2 of last year's 3 launches as successful.

3 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
3
Successful launches
2Amazon's first-year sales bar
Average brand age
54 months

Products

Top Primer 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 50% of clicks. Leaders hold, but buyers still shop past them.

$0$6K$13K$19K$25K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 rising

Sellers

67

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

50%

Top 20: 92%

Open market

8%

  • e.l.f.37%
  • MAYBELLINE18%
  • SHEGLAM15%
  • Essence Cosmetics14%
  • NYX PROFESSIONAL MAKEUP6%
  • SWISS BEAUTY4%
  • Open — no brand owns it (5 brands, 8%)

Demand

Primer search demand

Weekly searches over the year, seasonality beneath. Pick a range.

23K18KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 1.6×

Search terms

Top Primer search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • primer123K/yr
  • elf primer41K/yr
  • primer makeup27K/yr
  • برايمر13K/yr
  • sheglam primer16K/yr
  • primer for oily skin9K/yr
  • elf power grip primer6K/yr
  • primer for dry skin7K/yr
  • برايمر شيجلام4K/yr

Reviews and returns

What reviews say buyers love and hate about Primer

We read the reviews and the return reasons for every product selling here.

36%of positive reviews mention “الجودة الشاملة”
18%of negative reviews mention “الحساسية”
1.2%of orders come back
“Rash on my face”
A buyer, on “الحساسية”18% 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.

18 topics

NegativePositive

FAQ

Common Primer questions

Answered from the same tracked data.