eyeshadow primer
Skip itPrices mostly outside the sweet spot ($2.51–$14.49) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Brand share
Good63%top-5 brand share — brands hold most of the demand
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Review moat
Okay2,286.21avg incumbent reviews — the moat a new listing must climb
Growth
Bad-3.2%90-day search growth — must beat 0% to launch
Avg price
Bad£7.11avg listing price — sweet spot $15–$100
Market size
Bad£66K£66K/yr · 117K searches
Price range
Bad£2.51–£14.49cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, eyeshadow primer is a £66K/yr Amazon United Kingdom market (117K searches/yr). The top 5 brands hold 63% of demand. Verdict: Skip it — 49/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
eyeshadow primer market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £57K–£71K
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #52
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 58%
- Out of stock
- 8.0%
- Avg brand age
- 54 months
- Avg seller age
- 145 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
15 flat
Sellers
49
Top-5 brand share
63%
Top 20: 100%
Top-5 click share
58%
Top 20: 100%
Open market
29%
- e.l.f.23%
- NYX PROFESSIONAL MAKEUP12%
- Urban Decay10%
- Elizabeth Mott9%
- Kiko Milano9%
- Revolution Beauty London8%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.2×
Top eyeshadow primer search terms
- eyeshadow primer49K/yr
- eye primer29K/yr
- eye shadow primer9K/yr
- eye primer for mature skin9K/yr
- eyeshadow base5K/yr
- eye shadow primer for mature skin4K/yr
- eyeshadow primer for mature eyes4K/yr
- eyelid primer4K/yr
- eye primer for eyeshadow3K/yr
Top eyeshadow 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.
All 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. Lock It Down Eyeshadow Primer Smooth Creamy Primer For Long-Lasting Eyeshadow Intensifies Liquid & Powder Colour Vegan & Cruelty-free
e.l.f.£6.114.2★3,703 rev
NYX Professional Makeup Vitamin E Infused Ultimate Shadow and Liner Primer Super Creamy Infused with Vitamin E Vegan & Cruelty-free Formula Shade: Light
NYX PROFESSIONAL MAKEUP£6.064.3★2,099 rev
Elizabeth Mott Eyeshadow Primer - Thank Me Later - for Long-Lasting Power Grip - Eye Makeup Base to Control Oil & Prevent Creasing for All-Day - Eye Shadow Cream for Mature Skin - 18 g
Elizabeth Mott£9.684.3★23,419 rev
Urban Decay Eyeshadow Primer Potion Smooths Imperfections Preps Lids for Vibrant Crease-Free Makeup Up to 24-Hour Long-Lasting Vegan Formula* Polymer Technology Original Transparent Shade 10ml
Urban Decay£9.994.3★1,150 rev
Revolution Ultimate Eye Base Long-Lasting Eyeshadow Primer Smooth for Gripping & Crease-Free Eye Makeup Looks Cruelty-Free & Vegan 8ml
Revolution Beauty London£4.023.8★191 rev
Newest
by launch date
Eyeshadow Primer - Lightweight Eye Primer for a Smooth Lid Base Even Colour Payoff & Everyday Wear Eyelid Primer for Mature Skin
MEITREND£5.583 rev
essence jelly GRIP EYESHADOW PRIMER longlasting priming cooling colour intense (4ml)
Essence Cosmetics£2.51142 rev
Eyeshadow Primer Pigment Base Eyeshadow Primer Ultra-Creamy Eye Base Lightweight Long Lasting Eye Primer Matte Full Coverage Concealer Makeup for Mature Skin 15ml (2# medium One Size)
SHEBEEDO£4.4318 rev
Revolution Ultimate Eye Base Long-Lasting Eyeshadow Primer Smooth for Gripping & Crease-Free Eye Makeup Looks Cruelty-Free & Vegan 8ml
Revolution Beauty London£4.02191 rev
e.l.f. Lock It Down Eyeshadow Primer Smooth Creamy Primer For Long-Lasting Eyeshadow Intensifies Liquid & Powder Colour Vegan & Cruelty-free
e.l.f.£6.113,703 rev
Trending
90-day click momentumEyeshadow Primer - Lightweight Eye Primer for a Smooth Lid Base Even Colour Payoff & Everyday Wear Eyelid Primer for Mature Skin
MEITREND£5.584.2★
PLouise Base Shade 0.5
P.Louise£10.154.8★
essence jelly GRIP EYESHADOW PRIMER longlasting priming cooling colour intense (4ml)
Essence Cosmetics£2.514.2★
KIKO Milano Pearly Eye Base | Brightening eye base that improves the hold and enhances the colour of your eyeshadow
Kiko Milano£5.674.4★
Profusion Cosmetics Pigment Base Eyeshadow Primer Achieve Vibrant Looks with Pigment Boosting Primer and Lock in Color with Blendable Formula Get Bold Colors and Glittery Shimmers Neutral
Profusion Cosmetics£3.404.1★
What buyers say about eyeshadow primer
What buyers praise and complain about, mined from review topics.What buyers love
“reasonably priced”
“Great eyeshadow primer”
“I found it easy to use smoothi g the eyelids ready for my eyeshadow”
“Works as described”
“Very happy with the product easy application no mess and precision and great results for a brand I ain't heard of it used before I just wanted to see if it worked before spending a lot of money”
“This is the gentlest”
“Easy to use”
“This eyeshadow primer works well”
“Good consistency”
“But, it does provide a great base and longevity of eyeshadow”
What buyers complain about
“Then I got a sore eyelid”
“is not the best one”
“is quite oily”
“Too dry”
“Does not work does not stop smudging”
“Absolutely no coverage”
“I have found that one eyelid has started getting quite sore and sensitive, which I suppose is due to this primer,”
“so it doesn't colour correct anything”
“The consistency does not suit a wand applicator”
“A bit heavy for me”
Top return reasons
Common questions
- Is eyeshadow primer profitable to sell on Amazon United Kingdom?
- The niche generates £66K/yr across 19 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -3.2%. Flapen's verdict: Skip it (49/100).
- How competitive is the eyeshadow primer niche?
- 15 brands and 49 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 63% of demand.
- What do buyers complain about in eyeshadow primer?
- Top complaints mined from reviews: Allergies, Quality-Overall, Oily/Greasy. The return rate is 0.2%.
- When does demand for eyeshadow primer peak?
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- What does it cost to enter the eyeshadow primer niche?
- Listings span £2.51–£14.49; the average listing price is £7.11 (sweet spot $15–$100). The average incumbent carries 2,286 reviews — the moat a new listing must climb.