---
title: "Foundation — £955K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/foundation"
last_updated: "2026-08-09T17:11:24.491Z"
locale: en
meta:
description: "Niche score 53/100 · £955K/yr market · 3.5M searches/yr · £7.99 avg price. Soft demand (-12.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £955K/yr market · 3.5M searches/yr · £7.99 avg price. Soft demand (-12.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Foundation — £955K/yr Amazon UK Niche (2026) - Flapen"
---
# **foundation**
**Worth a look**
Shows low returns (0.1%), but soft demand (-12.3% this quarter) keeps it on the watch list.
Market size 77Growth 19Conversion 43Competition 81Returns 99Price range 52Avg price 22Brand share 23Review moat 20Quality gap 53
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Competition**
**Great****34%**
top-5 click share — an open shelf
**Market size**
**Great****£955K**
£955K/yr · 3.5M searches
**Quality gap**
**Good****4.4★**
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**
**Okay****3.4%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£7.99**
avg listing price — sweet spot $15–$100
**Review moat**
**Bad****13,005.02**
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 ~~](https://flapen.com/research/methodology)
## **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**
**7%**
- 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.
100K60KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/beauty/foundation/trend)
## **Top foundation search terms**
- **foundation**1.5M/yr-13.8%1.4% conv. - **maybelline foundation**380K/yr-5.6%1.7% conv. - **rimmel foundation**272K/yr-2.2%5.4% conv. - **foundation for mature skin**216K/yr-18.8%1.3% conv. - **loreal true match foundation**172K/yr-14.9%2.2% conv. - **max factor foundation**147K/yr+0.3%2.6% conv. - **foundation full coverage**204K/yr-22.1%1.4% conv. - **loreal foundation**124K/yr-6.3%1.1% conv. - **full coverage foundation**119K/yr-18.5%0.9% conv. - **face foundations**104K/yr-18.0%0.4% conv. [**All search terms **](https://flapen.com/research/uk/beauty/foundation/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.
0%3%£29K6%£57K9%£86K12%£115K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£5.85**4.5★5,898 rev](https://www.amazon.co.uk/dp/B0C7N36SRY) [2**LOreal Paris Foundation True Match Liquid Foundation 2C with Hyaluronic Acid & SPF 16 30ml**L'Oreal Paris**£6.23**4.5★40,822 rev](https://www.amazon.co.uk/dp/B015JB2VAQ) [3**Rimmel London Match Perfection Foundation SPF20 200 Soft Beige**Rimmel**£5.50**4.6★4,645 rev](https://www.amazon.co.uk/dp/B015CMHHWE) [4**Rimmel Lasting Finish 35Hr Foundation 100 Ivory Full Coverage Hydrating SPF20 Hyaluronic Acid Vitamin E 2% Niacinamide All Day Wear Vegan Cruelty Free**Rimmel**£5.70**4.5★5,898 rev](https://www.amazon.co.uk/dp/B0C7N4RLSP) [5**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**£5.01**4.5★11,941 rev](https://www.amazon.co.uk/dp/B001GNBVU8)
**~~View all top sellers →~~**
### **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**£8.10**476 rev9mo ago](https://www.amazon.co.uk/dp/B0FPX9K141) [**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.**£5.80**11,526 rev1y ago](https://www.amazon.co.uk/dp/B0D3JFKVX1) [![MERODA Colour Changing Foundation SPF 15 [Light to Medium Skin] - Mature Skin Liquid Makeup - Long Lasting Color Match for Face](https://m.media-amazon.com/images/I/21BAHOtKS2L.jpg)**MERODA Colour Changing Foundation SPF 15 \[Light to Medium Skin\] - Mature Skin Liquid Makeup - Long Lasting Color Match for Face**Meroda**£21.93**2,517 rev1y ago](https://www.amazon.co.uk/dp/B0C2B7WGQM) [**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**£7.97**3,405 rev2y ago](https://www.amazon.co.uk/dp/B0D8JGTT4D) [**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**£7.98**3,405 rev2y ago](https://www.amazon.co.uk/dp/B0D8JFL1ZB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£7.97**4.5★**▲ 239%**](https://www.amazon.co.uk/dp/B0D8JGTT4D) [**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.**£5.80**4.3★**▲ 233%**](https://www.amazon.co.uk/dp/B0D3JFKVX1) [**LOréal Paris Foundation for Face Skincare Infused with Hyaluronic Acid True Match Hydrating Liquid Foundation for All Skin Tones SPF 16 4W Golden Natural 30 ml**L'Oreal Paris**£7.30**4.5★**▲ 180%**](https://www.amazon.co.uk/dp/B018WGKDMS) [**LOreal Paris Foundation Infallible 32H Fresh Wear Foundation longwear coverage Radiant finish Water Sweat and Heat Resistant Shade 130 Beige 9g**L'Oreal Paris**£8.59**4.4★**▲ 108%**](https://www.amazon.co.uk/dp/B07D7HD7WR) [**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**£8.10**4.2★**▲ 65%**](https://www.amazon.co.uk/dp/B0FPX9K141)
**~~View all trending →~~**
## **What buyers say about foundation**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**17%
*“Buildable coverage”*
**Quality-Overall**12%
*“good quality and easy to apply”*
**Suitability Combination Skin**12%
*“Great for sensitive skin”*
**Value For Money**10%
*“Good value for money”*
**Color**9%
*“Perfect shade”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Ease Of Application**4%
*“Easy to apply”*
**Weight Light**4%
*“It is a nice lightweight foundation”*
**Soft Feel**3%
*“Goes on smoothly”*
**Durability**3%
*“Stays on all day”*
### **What buyers complain about **
**Color**14%
*“I got the wrong shade”*
**Coverage**12%
*“Very light coverage”*
**Value For Money**8%
*“Over priced”*
**Allergies**5%
*“Rash”*
**Thickness**4%
*“is so thin in consistency it leaked when the bottle was on its side”*
**Quality-Overall**4%
*“Poor quality product”*
**Wrinkles**3%
*“Not for anyone with fine or deep wrinkles”*
**Smell**3%
*“No real scent”*
**Advertised Vs Actual Product**3%
*“Not what it says”*
**Texture/Consistency-Overall**3%
*“Texture is gloopy, thick and hard to blend in”*
### **Top return reasons **
**Color**50%
**Quality-Overall**7%
**Advertised Vs Actual Product**6%
**Functionality-Overall**6%
**Coverage**5%
**Product Condition**4%
**Weight Light**3%
**Moist/Dry**3%
**Suitability Combination Skin**3%
**Defective Material/Parts**2%
## **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.
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