foundation stick
Skip itPrices mostly outside the sweet spot ($4.26–$6.13) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay4.0%search→purchase rate — share of searches ending in a sale
Review moat
Bad8,790.67avg incumbent reviews — the moat a new listing must climb
Competition
Bad74%top-5 click share — a locked-up shelf
Growth
Bad-14.7%90-day search growth — must beat 0% to launch
Avg price
Bad£5.29avg listing price — sweet spot $15–$100
Market size
Bad£31K£31K/yr · 149K searches
Brand share
Bad97%top-5 brand share — brand-locked demand
Price range
Bad£4.26–£6.13cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, foundation stick is a £31K/yr Amazon United Kingdom market (149K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 30/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
foundation stick market data
- Units sold / yr
- 6K–8K
- avg 500–750/product
- Revenue / yr
- £32K–£42K
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #199
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 42%
- Out of stock
- 0.0%
- Avg brand age
- 34 months
- Avg seller age
- 149 days
Competition & brand share
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 falling
Sellers
107
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
0%
- Max Factor71%
- L'Oreal Paris9%
- Bourjois7%
- Makeup Revolution6%
- Revolution Skincare London5%
- Maybelline3%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 80 weeks — -14.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top foundation stick search terms
- foundation stick72K/yr
- max factor pan stick16K/yr
- stick foundation15K/yr
- pan stick max factor12K/yr
- foundation stick full coverage8K/yr
- pan stick7K/yr
- dior foundation stick4K/yr
- panstick max factor3K/yr
- max factor pan stick 13 nouveau beige5K/yr
- stick foundation makeup4K/yr
Top foundation stick 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MAX FACTOR - Pan Stik Foundation - Rich Creamy Foundation Smoothing Effect Full Coverage Dewy Skin Look - Normal To Dry Skin - 013 Nouveau Beige
Max Factor£4.874.5★23,175 rev
Max Factor Pan Stik Foundation 012 True Beige 1 Count
Max Factor£5.024.5★23,175 rev
Max Factor Pan Stik Foundation 25 Fair Full Coverage and Smooth Texture for Dewy Skin Look 9 g 774265
Max Factor£5.244.5★23,175 rev
Bourjois Always Fabulous 24 Hour 2-in-1 Foundation and Concealer Stick with Blender 420 Honey Beige
Bourjois£4.264.2★4,156 rev
080 Porcelaine - Infaillible Fond de Teint Shaping Stick de LOréal Paris
L'Oreal Paris£5.354.0★193 rev
Newest
by launch date080 Porcelaine - Infaillible Fond de Teint Shaping Stick de LOréal Paris
L'Oreal Paris£5.35193 rev
LOreal Paris Infallible 24H Stick Foundation - 232 Truffe
L'Oreal Paris£4.413,304 rev
Bourjois Always Fabulous 24 Hour 2-in-1 Foundation and Concealer Stick with Blender 420 Honey Beige
Bourjois£4.264,156 rev
Makeup Revolution Fast Base Stick Foundation Easy Application Long Lasting Coverage F3
Revolution Skincare London£5.81608 rev
Makeup Revolution Fast Base Stick Foundation - F2
Makeup Revolution£6.13852 rev
Trending
90-day click momentum
MAYBELLINE - Fit Me Shine Free Foundation 110 Porcelain - 0.32 fl. oz. (9 ml)
Maybelline£5.864.4★
Makeup Revolution Fast Base Stick Foundation F5
Makeup Revolution£5.914.5★
Max Factor Pan Stik Foundation 012 True Beige 1 Count
Max Factor£5.024.5★
Max Factor Pan Stik Foundation 25 Fair Full Coverage and Smooth Texture for Dewy Skin Look 9 g 774265
Max Factor£5.244.5★
080 Porcelaine - Infaillible Fond de Teint Shaping Stick de LOréal Paris
L'Oreal Paris£5.354.0★
What buyers say about foundation stick
What buyers praise and complain about, mined from review topics.What buyers love
“Brilliant coverage”
“Nice colour”
“Good make up”
“Amazing foundation,it blends so well with my skin tone and stays on even when swimming”
“Great transaction”
“Easy to use”
“Better then expected”
“This pan stick is great I use it as a concealer”
“No mess, no fuss - so easy to apply”
“Silky”
What buyers complain about
“I discovered that the foundation stick had a significant crack running through the foundation stick”
“Not good for very pale skin”
“just looked greasy”
“Not the best tbf”
“Waste of money”
“Accentuated creases on my skin I didnt even know I had, and mind you, Im 20 so I dont really have many”
“Dry and patchy”
“It also didnt last long at all”
“Dry and patchy”
“leaves skin looking greasy n sweaty”
Top return reasons
Common questions
- Is foundation stick profitable to sell on Amazon United Kingdom?
- The niche generates £31K/yr across 12 tracked products. 90-day search growth is -14.7%. Flapen's verdict: Skip it (30/100).
- How competitive is the foundation stick niche?
- 6 brands and 107 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in foundation stick?
- Top complaints mined from reviews: Adhesion/Stickiness, Suitability Combination Skin, Oily/Greasy. The return rate is 0.1%.
- When does demand for foundation stick peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the foundation stick niche?
- Listings span £4.26–£6.13; the average listing price is £5.29 (sweet spot $15–$100). The average incumbent carries 8,791 reviews — the moat a new listing must climb.