Is foundation profitable to sell on Amazon United Kingdom?

The niche generates £955K/yr across 60 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Worth a look (53/100).

How competitive is the foundation niche?

13 brands and 384 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in foundation?

Top complaints mined from reviews: Color, Coverage, Value For Money. The return rate is 0.1%.

When does demand for foundation peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the foundation niche?

Listings span £4.20–£26.79; the average listing price is £7.99 (sweet spot $15–$100). The average incumbent carries 13,005 reviews — the moat a new listing must climb.

foundation

Worth a look

Shows low returns (0.1%), but soft demand (-12.3% this quarter) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Great34%

top-5 click share — an open shelf

Market size

Great£955K

£955K/yr · 3.5M searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Good£4.20–£26.79

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

Conversion

Okay3.4%

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

Brand share

Bad91%

top-5 brand share — brand-locked demand

Avg price

Bad£7.99

avg listing price — sweet spot $15–$100

Review moat

Bad13,005.02

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-12.3%

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

According to Flapen's Amazon United Kingdom niche tracking, foundation is a £955K/yr Amazon United Kingdom market (3.5M searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 53/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

foundation market data

Units sold / yr: 125K–150K; avg 1,500–2,000/product
Revenue / yr: £999K–£1.2M; units × avg price
Conversion rate: 3.4%
Avg BSR: #23
Page quality: 0%
Prime: 98%
Sponsored: 73%
Out of stock: 0.0%
Avg brand age: 47 months
Avg seller age: 146 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Brands

13 falling

Sellers

384

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

34%

Top 20: 67%

Open market

Rimmel32%
L'Oreal Paris27%
Maybelline19%
Max Factor9%
e.l.f.3%
Meroda2%
Open — no brand owns it (7 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top foundation search terms

foundation1.5M/yr -13.8%1.4% conv.
maybelline foundation380K/yr -5.6%1.7% conv.
rimmel foundation272K/yr -2.2%5.4% conv.
foundation for mature skin216K/yr -18.8%1.3% conv.
loreal true match foundation172K/yr -14.9%2.2% conv.
max factor foundation147K/yr +0.3%2.6% conv.
foundation full coverage204K/yr -22.1%1.4% conv.
loreal foundation124K/yr -6.3%1.1% conv.
full coverage foundation119K/yr -18.5%0.9% conv.
face foundations104K/yr -18.0%0.4% conv.

All search terms

Top foundation 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Rimmel Lasting Finish 35Hr Foundation 200 Soft Beige Full Coverage Hydrating SPF20 Hyaluronic Acid Vitamin E 2% Niacinamide All Day Wear Vegan Cruelty Free

Rimmel£5.854.5★5,898 rev

LOreal Paris Foundation True Match Liquid Foundation 2C with Hyaluronic Acid & SPF 16 30ml

L'Oreal Paris£6.234.5★40,822 rev

Rimmel London Match Perfection Foundation SPF20 200 Soft Beige

Rimmel£5.504.6★4,645 rev

Rimmel Lasting Finish 35Hr Foundation 100 Ivory Full Coverage Hydrating SPF20 Hyaluronic Acid Vitamin E 2% Niacinamide All Day Wear Vegan Cruelty Free

Rimmel£5.704.5★5,898 rev

Max Factor Lasting Performance Liquid Foundation 106 Natural Beige Full Coverage Flawless and Radiant Finish Lightweight Formula Smudge Resistant Non Pore-Clogging Fragrance Free 35ml

Max Factor£5.014.5★11,941 rev

Newest

by launch date

Maybelline New York Foundation with SPF20 Lifter Plump & Glow Foundation All Day Wear Buildable and Radiant Coverage Plump and Brighter Skin Overtime Shade: 102

Maybelline£8.10476 rev

9mo ago

e.l.f. Soft Glam Foundation Medium Coverage Long-Lasting & Buildable Foundation For A Smooth Satin Finish Vegan & Cruelty-Free 25 Light Neutral

e.l.f.£5.8011,526 rev

1y ago

MERODA Colour Changing Foundation SPF 15 [Light to Medium Skin] - Mature Skin Liquid Makeup - Long Lasting Color Match for Face

Meroda£21.932,517 rev

1y ago

Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade:: 96

Maybelline£7.973,405 rev

2y ago

Maybelline New York Super Stay up to 30HR Lumi-Matte Foundation Medium-Full Coverage Vegan Formula* Amino Acids Niacinamide Vitamin E All Day Wear - Shade: 118

Maybelline£7.983,405 rev

2y ago

What buyers say about foundation

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

What buyers love

Coverage17%

“Buildable coverage”

Quality-Overall12%

“good quality and easy to apply”

Suitability Combination Skin12%

“Great for sensitive skin”

Value For Money10%

“Good value for money”

Color9%

“Perfect shade”

Advertised Vs Actual Product5%

“As advertised”

Ease Of Application4%

“Easy to apply”

Weight Light4%

“It is a nice lightweight foundation”

Soft Feel3%

“Goes on smoothly”

Durability3%

“Stays on all day”

What buyers complain about

Color14%

“I got the wrong shade”

Coverage12%

“Very light coverage”

Value For Money8%

“Over priced”

Allergies5%

“Rash”

Thickness4%

“is so thin in consistency it leaked when the bottle was on its side”

Quality-Overall4%

“Poor quality product”

Wrinkles3%

“Not for anyone with fine or deep wrinkles”

Smell3%

“No real scent”

Advertised Vs Actual Product3%

“Not what it says”

Texture/Consistency-Overall3%

“Texture is gloopy, thick and hard to blend in”

Top return reasons

Color50%

Quality-Overall7%

Advertised Vs Actual Product6%

Functionality-Overall6%

Coverage5%

Product Condition4%

Weight Light3%

Moist/Dry3%

Suitability Combination Skin3%

Defective Material/Parts2%

Common questions

Is foundation profitable to sell on Amazon United Kingdom?: The niche generates £955K/yr across 60 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Worth a look (53/100).
How competitive is the foundation niche?: 13 brands and 384 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 91% of demand.
What do buyers complain about in foundation?: Top complaints mined from reviews: Color, Coverage, Value For Money. The return rate is 0.1%.
When does demand for foundation peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the foundation niche?: Listings span £4.20–£26.79; the average listing price is £7.99 (sweet spot $15–$100). The average incumbent carries 13,005 reviews — the moat a new listing must climb.