lash primer
Skip itA deep review moat (15,553 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.0%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Market size
Okay£100K£100K/yr · 116K searches
Growth
Bad-0.4%90-day search growth — must beat 0% to launch
Price range
Bad£3.11–£18.81cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£7.89avg listing price — sweet spot $15–$100
Review moat
Bad15,552.94avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, lash primer is a £100K/yr Amazon United Kingdom market (116K searches/yr). The top 5 brands hold 78% of demand. Verdict: Skip it — 48/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
lash primer market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- £99K–£118K
- units × avg price
- Conversion rate
- 11.0%
- Avg BSR
- #157
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 56%
- Out of stock
- 0.3%
- Avg brand age
- 47 months
- Avg seller age
- 144 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
12 flat
Sellers
211
Top-5 brand share
78%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
15%
- Essence Cosmetics35%
- Max Factor14%
- L'Oreal Paris14%
- Rimmel8%
- Maybelline7%
- KYDA6%
- Open — no brand owns it (6 brands, 15%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top lash primer search terms
- lash primer32K/yr
- mascara primer28K/yr
- eyelash primer23K/yr
- eyelash primer before mascara12K/yr
- lash primer mascara6K/yr
- mascara primer white7K/yr
- primer mascara5K/yr
- white mascara primer4K/yr
Top lash 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
essence Lash PRINCESS MASCARA PRIMER extra length & volume volumizing priming lengthening intensive (9ml)
Essence Cosmetics£3.444.2★4,963 rev
essence VOLUME BOOSTER lash primer volumizing priming with oils (7ml)
Essence Cosmetics£4.224.3★40,026 rev
LOreal Paris Paradise Mascara Primer Suitable for Sensitive Eyes
L'Oreal Paris£7.494.4★6,127 rev
Max Factor False Lash Effect Max Out Primer 13.1 ml
Max Factor£4.854.2★3,696 rev
Rimmel Ultimate Boost Volume Lash Primer 12ml
Rimmel£5.553.7★2,961 rev
Newest
by launch date
Maybelline Tubing Mascara Black Lash Sensational Sky High Tubes Mascara with with Shea Butter + Castor Oil Lengthening for Extension-Like Length 24H Smudge-Proof Washable Vegan Sensitive Eyes
Maybelline£9.66295 rev
essence Lash PRINCESS MASCARA PRIMER extra length & volume volumizing priming lengthening intensive (9ml)
Essence Cosmetics£3.444,963 rev
essence Volume Booster lash primer mascara mascara white volume-enhancing priming with oils vegan complies with our Clean Beauty Standard without alcohol pack of 3 (3 x 7 ml)
Essence Cosmetics£7.6240,026 rev
VEYES INC Lash Primer for Eyelash Extensions 15ml Easy to Removes Proteins and Oils Increase Adhesive Bonding Power
VEYES INC£8.3813 rev
Maybelline New York Lash Sensational Sky High Serum Infused Lash Primer for Mascara Lengthening Thickening Tinted and Washable Formula Soft Black 1 Count
Maybelline£11.022,857 rev
Trending
90-day click momentumMaybelline Tubing Mascara Black Lash Sensational Sky High Tubes Mascara with with Shea Butter + Castor Oil Lengthening for Extension-Like Length 24H Smudge-Proof Washable Vegan Sensitive Eyes
Maybelline£9.664.3★
Maybelline New York Lash Sensational Sky High Serum Infused Lash Primer for Mascara Lengthening Thickening Tinted and Washable Formula Soft Black 1 Count
Maybelline£11.024.4★
Max Factor False Lash Effect Max Out Primer 13.1 ml
Max Factor£4.854.2★
Clinique Lash Building Primer | Safe For Sensitive Eyes
Clinique£16.204.6★
Max Factor Lash Revival Primer 11 ml
Max Factor£4.253.4★
What buyers say about lash primer
What buyers praise and complain about, mined from review topics.What buyers love
“Great primer, works well and keeps mascara on all day long”
“overall performed well”
“Easy to use”
“Good price”
“it applies smoothly”
“Does what it says”
“Doesnt smudge”
“Lovely brush and great coverage”
“Nice black colour”
“It lasts all day without smudging”
What buyers complain about
“Was totally dried up”
“Just found it a bit weak for my eyelashes”
“Absolutely rubbish”
“Goes on black”
“Not worth the money”
“not as easy as described”
“because of that it doesnt get thick”
“Its not new”
“I suffer with watery itchy eyes”
“The tube is also quite small”
Top return reasons
Common questions
- Is lash primer profitable to sell on Amazon United Kingdom?
- The niche generates £100K/yr across 18 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -0.4%. Flapen's verdict: Skip it (48/100).
- How competitive is the lash primer niche?
- 12 brands and 211 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 78% of demand.
- What do buyers complain about in lash primer?
- Top complaints mined from reviews: Moist/Dry, Eyelash Quality, Quality-Overall. The return rate is 0.1%.
- When does demand for lash primer peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the lash primer niche?
- Listings span £3.11–£18.81; the average listing price is £7.89 (sweet spot $15–$100). The average incumbent carries 15,553 reviews — the moat a new listing must climb.