Foundation
FailBuyers convert on only 0.6% of searches, so Foundation is a Fail.
- Flapen Score
- 44 / 100Ranks 168 of 263 Beauty niches · −3 vs the category median of 4744
- Market size
- $55K/yr336K searches / yr
- 90-day growth
- -5.0%search demand this quarter
- Competition
- 47%top-5 click share · 14 brands · 95 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 Saudi Arabia searched for Foundation 336K times last year and spent an estimated $55K. The top 5 brands take 90% of clicks. Flapen scores it 44 out of 100, a Fail.
01 · Demand
An estimated 0.6% of those searches ended in a purchase.
Shoppers searched for this 336K times in the last 12 months. That counts every search on Amazon Saudi Arabia for this niche's terms. An estimated 0.6% of those searches ended in a purchase. Searches in the last 90 days moved -5.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $55K a year.
- Searches, last 12 months
- 336K
- Growth, 90 days vs prior 90
- -5.0%
- Conversion, latest week
- 0.6%
- Market size, estimated
- $55Ka year
- Top search term
- foundation92K searches a year
02 · Price
A sale here is worth $28.12.
Listings sell for $28.12 on average, from $9.00 to $67.05. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At $28.12 that is $0 to $3K a year per listing.
- Average price
- $28.12inside the $15 to $100 sweet spot
- Price range
- $9.00–$67.05
- Amazon Saudi Arabia median price
- $69.41across 1,863 niches
- Units sold a year
- 3K–4K
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$3K
- Returns
- 1.7%of orders · Amazon Saudi Arabia median 1.8%
03 · Entry bar
The bar here is reviews.
71% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 4.8% of listings are out of stock. The average listing ranks #53 within Beauty. It carries 6,625 reviews at 4.32 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 71%
- Prime listings
- 97%
- Out of stock, average day
- 4.8%
- Average rank
- #53in Beauty
- Average rating
- 4.32 starsAmazon Saudi Arabia average 4.21 stars
- Average reviews
- 6,625per listing
- Listings tracked
- 34
04 · Newcomers
0 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 57 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 57 months
Products
Top Foundation products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
MAYBELLINE New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 119
- Price
- $23.92
- Rating
- 4.4/5
- Reviews
- 330
- 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
- $25.56
- Rating
- 4.5/5
- Reviews
- 390
- Age
- 1y ago

MAYBELLINE New York Fit Me Matte And Poreless Foundation 115 Ivory
- Price
- $20.88
- Rating
- 4.3/5
- Reviews
- 1,910
- Age
- 9y ago

MAYBELLINE Fit Me Fd Matte + Poreless 110 Porcelain Maybellin Found Fit Me Matt And Burles 110
- Price
- $20.61
- Rating
- 4.3/5
- Reviews
- 2,879
- Age
- 9y ago

Bourjois Healthy Mix Clean Foundation - 53W - Light Beige 30ml
- Price
- $36.49
- Rating
- 4.5/5
- Reviews
- 561
- Age
- 3y ago
Trending
estimated 90-day click momentum
Rimmel KIND & FREE Skin Tint - Moisturizing Foundation - With Vitamins E & B5 - Cruelty-Free & Vegan - 30 ml shade 150 Rose Vanilla
- Price
- $23.29
- Rating
- 4.2/5
- Reviews
- 473
- Age
- 4y ago

NYX Professional Makeup Make EM Wonder 24H Soft Matte Foundation Undetectable Finish Light Nude
- Price
- $51.01
- Rating
- 4.1/5
- Reviews
- 123
- Age
- 6mo ago

Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 118
- Price
- $25.56
- Rating
- 4.5/5
- Reviews
- 390
- Age
- 1y ago

MAYBELLINE New York Fit Me Matte And Poreless Foundation 220 Natural Beige
- Price
- $26.00
- Rating
- 4.4/5
- Reviews
- 2,506
- Age
- 10y ago

Essence I Love Flawless Skin Foundation | No. 50 Medium Ivory | Long Lasting Matte Finish | High Coverage | Vegan Oil Free | SPF 20 with UVA UVB Filter | Perfume Free | Lightweight Formula | 30ml
- Price
- $24.40
- Rating
- 4.1/5
- Reviews
- 181
- Age
- 2y ago
Newest
by launch date
NYX Professional Makeup Make EM Wonder 24H Soft Matte Foundation Undetectable Finish Light Nude
- Price
- $51.01
- Rating
- 4.1/5
- Reviews
- 123
- Age
- 6mo ago

BB Cream Long Lasting Moisturizing Lightweight Waterproof Nourishing Isolation Natural Foundation Full Coverage Matte Concealer Liquid 30G
- Price
- $15.25
- Rating
- 4.1/5
- Reviews
- 50
- Age
- 1y ago

MAYBELLINE New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 332
- Price
- $26.89
- Rating
- 4.2/5
- Reviews
- 56
- 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
- $32.80
- Rating
- 4.3/5
- Reviews
- 186
- Age
- 1y ago

Maybelline New York Super Stay Lumi-Matte Liquid Foundation 30hr Longwear formula Light as Air Waterproof Sweatproof Luminous Matte Finish - 128
- Price
- $24.18
- Rating
- 4.2/5
- Reviews
- 324
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 47% of clicks. Leaders hold, but buyers still shop past them.
Brands
14 rising
Sellers
95
Est. top-5 brand share
90%
Top 20: 100%
Est. top-5 click share
47%
Top 20: 86%
Open market
8%
- MAYBELLINE70%
- Bourjois10%
- Essence Cosmetics4%
- L&Wen4%
- Rimmel2%
- Missha2%
- Open — no brand owns it (8 brands, 8%)
Demand
Foundation search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Mar · busiest ÷ quietest = 1.9× · 10 of 12 months tracked
Search terms
Top Foundation search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- foundation92K/yr
- كريم اساس67K/yr
- فاونديشن30K/yr
- maybelline foundation30K/yr
- فونديشن28K/yr
- fit me foundation10K/yr
- maybelline fit me foundation6K/yr
- foundation full coverage6K/yr
- foundation maybelline5K/yr
- كريم اساس ميبلين8K/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.
“good product”
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.
17 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.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data






