Is primer profitable to sell on Amazon Germany?

The niche generates €257K/yr across 14 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -27.9%. Flapen's verdict: Skip it (38/100).

How competitive is the primer niche?

6 brands and 78 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 98% of demand.

What do buyers complain about in primer?

Top complaints mined from reviews: Haftung/Klebrigkeit, Ölig/fettig, beworben Vs Tatsächliches Produkt. The return rate is 0.1%.

When does demand for primer peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.6× the quietest.

What does it cost to enter the primer niche?

Listings span €2.69–€11.47; the average listing price is €7.47 (sweet spot $15–$100). The average incumbent carries 13,277 reviews — the moat a new listing must climb.

primer

Skip it

Prices mostly outside the sweet spot ($2.69–$11.47) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Good6.2%

search→purchase rate — share of searches ending in a sale

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Okay€257K

€257K/yr · 559K searches

Competition

Okay69%

top-5 click share — leaders hold, buyers still browse

Avg price

Bad€7.47

avg listing price — sweet spot $15–$100

Review moat

Bad13,276.93

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-27.9%

90-day search growth — must beat 0% to launch

Brand share

Bad98%

top-5 brand share — brand-locked demand

Price range

Bad€2.69–€11.47

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon Germany niche tracking, primer is a €257K/yr Amazon Germany market (559K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 38/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

primer market data

Units sold / yr: 30K–40K; avg 1,500–2,000/product
Revenue / yr: €224K–€299K; units × avg price
Conversion rate: 6.2%
Avg BSR: #13
Page quality: 0%
Prime: 100%
Sponsored: 93%
Out of stock: 4.3%
Avg brand age: 61 months
Avg seller age: 169 days

Competition & brand share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 flat

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

e.l.f.59%
Essence Cosmetics13%
NYX PROFESSIONAL MAKEUP11%
Catrice Cosmetics10%
MAYBELLINE6%
L'Oreal Paris2%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -27.9% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×

Open Trend

Top primer search terms

primer205K/yr -26.8%2.2% conv.
elf primer103K/yr -23.4%8.0% conv.
primer makeup76K/yr -43.0%4.3% conv.
primer gesicht32K/yr -26.9%2.5% conv.
nyx primer21K/yr -16.6%6.3% conv.
catrice primer15K/yr -11.4%2.7% conv.
essence primer20K/yr -31.4%2.5% conv.
make-up basis12K/yr -4.2%1.3% conv.
make up primer10K/yr -28.6%2.8% conv.
maybelline primer10K/yr -31.1%2.8% conv.

All search terms

Top primer products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz Clear

e.l.f.€9.334.6★41,365 rev

e.l.f. Power Grip Primer + 4% Niacinamide

e.l.f.€9.594.4★14,229 rev

essence jelly GRIP hydrating primer Feuchtigkeitsspendende Grundierung für glatte & frisch aussehende Haut Grip für langanhaltendes Make-up Vegane Kosmetik 30 ml

Essence Cosmetics€3.064.4★4,050 rev

NYX Professional Makeup The Face Glue Gripping Primer Grundierung Base Feuchtigkeitsspendender Primer für 24 Stunden Make-up-Halt ohne klebrige weiße Rückstände 35 ml

NYX PROFESSIONAL MAKEUP€6.494.3★6,436 rev

CATRICE The Perfector Poreless Blur Primer Porenverfeinernd mit schwereloser Mousse-Textur Mit Niacinamid Extra-langer Make-up-Halt Vegan & Ölfrei 30 ml

Catrice Cosmetics€4.084.2★2,456 rev

Newest

by launch date

essence jelly GRIP EXTREME HYDRATING PRIMER Grün feuchtigkeitsspendend langanhaltend glättend strahlend frisch vegan ölfrei ohne Parabene ohne Mikroplastikpartikel 1er Pack (29ml)

Essence Cosmetics€2.69113 rev

8mo ago

Maybelline New York Grippy Serum Primer Mit Niacinamid für eine mit Feuchtigkeit versorgte prallere Haut Make-up-Halt für bis zu 24 Stunden Vegane Formel 30ml

MAYBELLINE€9.051,714 rev

1y ago

NYX Professional Makeup The Face Glue Gripping Primer Grundierung Base Feuchtigkeitsspendender Primer für 24 Stunden Make-up-Halt ohne klebrige weiße Rückstände 35 ml

NYX PROFESSIONAL MAKEUP€6.496,436 rev

1y ago

e.l.f. Power Grip Dewy Setting Spray Ultrafeine & Langanhaltende Formel Fixiert Das Make-Up Für Ein Hydratisiertes Dewy Finish Vegan & Tierversuchsfrei

e.l.f.€9.399,168 rev

2y ago

essence jelly GRIP hydrating primer Feuchtigkeitsspendende Grundierung für glatte & frisch aussehende Haut Grip für langanhaltendes Make-up Vegane Kosmetik 30 ml

Essence Cosmetics€3.064,050 rev

2y ago

What buyers say about primer

What buyers praise and complain about, mined from review topics.

What buyers love

Qualität insgesamt18%

“Super Produkt”

Eignung für Mischhaut12%

“Super für acnepron skin”

Haltbarkeit9%

“Er hält zwar gut,”

Helligkeit/Glanz/Glühen5%

“ein schöner glow”

Textur/Konsistenz – insgesamt5%

“Super Konsistenz,”

Eignung für trockene Haut5%

“Gut für trockene Haut”

Haftung/Klebrigkeit4%

“Sehr Sticky”

Einfache Anwendung4%

“Der NYX Professional Make-up Primer lässt sich leicht auftragen und zieht schnell ein”

beworben Vs Tatsächliches Produkt4%

“Macht was er verspricht”

Effizienz3%

“Bessere Ergebnisse”

What buyers complain about

Haftung/Klebrigkeit12%

“Klebrige Angelegenheit”

Ölig/fettig9%

“Sehr fettig für meine Haut”

beworben Vs Tatsächliches Produkt8%

“Entspricht nicht den Versprechen der Website”

Eignung für trockene Haut8%

“Macht unreine Haut”

Preis-Leistungs-Verhältnis6%

“Das Produkt ist zwar etwas teurer”

Allergien5%

“Leider bekomme ich Pickel und Unreinheiten davon”

Komfort insgesamt4%

“Unangenehm”

Funktionalität insgesamt4%

“Das Produkt gibt keinen positiven Effekt”

Inhaltsstoffe – insgesamt4%

“Leider zu viele doofe Inhaltsstoffe: Dimenthicone ist Silikon”

Gesamtgröße4%

“tolles produkt jedoch viel kleiner als erwartet”

Common questions

Is primer profitable to sell on Amazon Germany?: The niche generates €257K/yr across 14 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -27.9%. Flapen's verdict: Skip it (38/100).
How competitive is the primer niche?: 6 brands and 78 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 98% of demand.
What do buyers complain about in primer?: Top complaints mined from reviews: Haftung/Klebrigkeit, Ölig/fettig, beworben Vs Tatsächliches Produkt. The return rate is 0.1%.
When does demand for primer peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.6× the quietest.
What does it cost to enter the primer niche?: Listings span €2.69–€11.47; the average listing price is €7.47 (sweet spot $15–$100). The average incumbent carries 13,277 reviews — the moat a new listing must climb.