---
title: "Phoera Foundation — £68K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/phoera-foundation"
last_updated: "2026-08-09T13:39:59.830Z"
locale: en
meta:
description: "Niche score 41/100 · £68K/yr market · 102K searches/yr · £7.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £68K/yr market · 102K searches/yr · £7.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Phoera Foundation — £68K/yr Amazon UK Niche (2026) - Flapen"
---
# **phoera foundation**
**Skip it**
Prices mostly outside the sweet spot ($5.15–$15.64) — this niche doesn't clear our bar today.
Market size 17Growth 15Conversion 81Competition 48Returns 99Price range 6Avg price 22Brand share 13Review moat 37Quality gap 62
**Returns**
**Incredible****0.2%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****8.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****56%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****2,776.94**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.85**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£68K**
£68K/yr · 102K searches
**Growth**
**Bad****-20.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£5.15–£15.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, phoera foundation is a £68K/yr Amazon United Kingdom market (102K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 41/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **phoera foundation market data**
- **Units sold / yr**
- **8K–10K**
- avg 100–250/product
- **Revenue / yr**
- **£63K–£79K**
- units × avg price
- **Conversion rate**
- **8.5%**
- **Avg BSR**
- **#178**
- **Page quality**
- **0%**
- **Prime**
- **97%**
- **Sponsored**
- **47%**
- **Out of stock**
- **8.8%**
- **Avg brand age**
- **46 months**
- **Avg seller age**
- **153 days**
## **Competition & brand share**
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**6 **—flat
**Sellers**
**24**
**Top-5 brand share**
**95%**
Top 20: 100%
**Top-5 click share**
**56%**
Top 20: 90%
**Open market**
**0%**
- Glamza34% - Noble Gifts21% - Phoera20% - ABRUS10% - Junhe9% - Hilareco5% - Open — no brand owns it (0%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -20.8% search growth over the last 90 days.
15K10KHoliday '24Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 4.1×
[**Open Trend **](https://flapen.com/research/uk/beauty/phoera-foundation/trend)
## **Top phoera foundation search terms**
- **phoera foundation**48K/yr-25.5%9.7% conv. - **phoera foundation full coverage**33K/yr-14.1%8.9% conv. - **phoera**17K/yr-21.6%3.3% conv. - **phoera makeup**5K/yr-13.2%0.8% conv. [**All search terms **](https://flapen.com/research/uk/beauty/phoera-foundation/search-terms)
## **Top phoera 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%4%£3K8%£5K12%£8K16%£11K1101001K10K100K 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**Glamza PHOERA Foundation Concealer Makeup Full Coverage Matte Brighten Long Lasting UK (104 BUFF BEIGE)**Glamza**£5.99**4.4★4,212 rev](https://www.amazon.co.uk/dp/B07N1V4CZZ) [2**Glamza PHOERA Foundation Concealer Makeup Full Coverage Matte Brighten Long Lasting UK (102 NUDE)**Glamza**£6.15**4.4★4,212 rev](https://www.amazon.co.uk/dp/B07N1VHRTG) [3**Noble Gifts - Foundation Full Coverage Foundation Soft Matte Oil Control Foundation Makeup Flawless Smooth Long Lasting 24HR Waterproof and Blendable 30ml (102 - Nude)**Noble Gifts**£5.91**4.5★191 rev](https://www.amazon.co.uk/dp/B0C9R6CF6J) [4**Noble Gifts - Foundation Full Coverage Foundation Soft Matte Oil Control Foundation Makeup Flawless Smooth Long Lasting 24HR Waterproof and Blendable 30ml (104 - Buff Beige)**Noble Gifts**£5.83**4.5★191 rev](https://www.amazon.co.uk/dp/B0C9R49NHJ) [5**ABRUS - PHOERA Foundation - Flawless Soft Matte Liquid Foundation with 24 HR Oil Control and Concealer Full Coverage Makeup for a Smooth Long-Lasting Look Waterproof 30ml (102 Nude)**ABRUS**£6.28**4.3★4,566 rev](https://www.amazon.co.uk/dp/B08JJR11K4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**PHOERA Velvety Matte Foundation Full Coverage Long Wear Liquid Foundation Oil-Free Smooth Finish Makeup Lightweight Buildable for All Skin Types (NATURAL BEIGE)**Phoera**£5.97**7 rev5mo ago](https://www.amazon.co.uk/dp/B0GL59WMF5) [**Phoera Full Coverage Liquid Foundation Makeup Long Lasting Matte Finish Oil Control Waterproof Buildable for All Skin Types (porcelain**Phoera**£6.91**13 rev5mo ago](https://www.amazon.co.uk/dp/B0GKMJVJPW) [**PHOERA Matte Liquid Foundation & Full Coverage Concealer 30ml 24HR Matte Oil Control (Nude + Buff Beige)**Hilareco**£10.97**1,654 rev2y ago](https://www.amazon.co.uk/dp/B0BG5GFV2H) [**Noble Gifts - Foundation Full Coverage Foundation Soft Matte Oil Control Foundation Makeup Flawless Smooth Long Lasting 24HR Waterproof and Blendable 30ml (102 - Nude)**Noble Gifts**£5.91**191 rev2y ago](https://www.amazon.co.uk/dp/B0C9R6CF6J) [**Noble Gifts - Foundation Full Coverage Foundation Soft Matte Oil Control Foundation Makeup Flawless Smooth Long Lasting 24HR Waterproof and Blendable 30ml (104 - Buff Beige)**Noble Gifts**£5.83**191 rev2y ago](https://www.amazon.co.uk/dp/B0C9R49NHJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Phoera Full Coverage Liquid Foundation Makeup Long Lasting Matte Finish Oil Control Waterproof Buildable for All Skin Types (porcelain**Phoera**£6.91**4.8★**▲ 231%**](https://www.amazon.co.uk/dp/B0GKMJVJPW) [**PHOERA Velvety Matte Foundation Full Coverage Long Wear Liquid Foundation Oil-Free Smooth Finish Makeup Lightweight Buildable for All Skin Types (NATURAL BEIGE)**Phoera**£5.97**5.0★**▲ 207%**](https://www.amazon.co.uk/dp/B0GL59WMF5) [**Noble Gifts - Foundation Full Coverage Foundation Soft Matte Oil Control Foundation Makeup Flawless Smooth Long Lasting 24HR Waterproof and Blendable 30ml (104 - Buff Beige)**Noble Gifts**£5.83**4.5★**▲ 156%**](https://www.amazon.co.uk/dp/B0C9R49NHJ) [**Glamza Phoera Foundation Full Coverage Makeup Set - 24hr Long Lasting Oil Control - Soft Smooth Matte Flawless Concealer Cream - Inc x2 30ml Foundation & Silicone Blender Sponge (102 Nude)**Glamza**£11.70**4.5★**▲ 122%**](https://www.amazon.co.uk/dp/B0B3J6BQXF) [**Noble Gifts - Foundation Full Coverage Foundation Soft Matte Oil Control Foundation Makeup Flawless Smooth Long Lasting 24HR Waterproof and Blendable 30ml (102 - Nude)**Noble Gifts**£5.91**4.5★**▲ 122%**](https://www.amazon.co.uk/dp/B0C9R6CF6J)
**~~View all trending →~~**
## **What buyers say about phoera foundation**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**39%
*“So happy with the coverage”*
**Suitability Combination Skin**11%
*“it feels lovely on your skin”*
**Value For Money**11%
*“Such a good product for an affordable price”*
**Durability**8%
*“Lasts all day”*
**Quality-Overall**7%
*“it's quality is amazing”*
**Color**5%
*“the colour is great”*
**Weight Light**4%
*“It's not too heavy”*
**Soft Feel**3%
*“Lovely quality so soft”*
**Ease Of Application**3%
*“Wouldnt use anything else easy application looks good all day covers all imperfections without being heavy”*
**Moist/Dry**1%
*“blends I mix with moisturiser for a easy to apply natural look really pleased with this foundation”*
### **What buyers complain about **
**Thickness**13%
*“Very thick”*
**Weight Heavy**13%
*“I found this to be quite heavy looking on the skin”*
**Color**11%
*“Found it came out a little darker than I expected”*
**Dilute/Watery**8%
*“a little on the watery side”*
**Coverage**8%
*“Not the greatest coverage”*
**Allergies**8%
*“was disappointed with this as it went cakey on my skin”*
**Quality-Overall**6%
*“Not the best foundation”*
**Size-Overall**3%
*“The bottle is small”*
### **Top return reasons **
**Color**43%
**Product Condition**9%
**Motor Power**9%
**Functionality-Overall**8%
**Advertised Vs Actual Product**7%
**Compatibility-Overall**4%
**Weight Light**2%
**Ease Of Application**2%
**Quality-Overall**2%
**Ease Of Cleaning**2%
## **Common questions**
- **Is phoera foundation profitable to sell on Amazon United Kingdom?**
- The niche generates £68K/yr across 32 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -20.8%. Flapen's verdict: Skip it (41/100).
- **How competitive is the phoera foundation niche?**
- 6 brands and 24 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 95% of demand.
- **What do buyers complain about in phoera foundation?**
- Top complaints mined from reviews: Thickness, Weight Heavy, Color. The return rate is 0.2%.
- **When does demand for phoera foundation peak?**
- Demand peaks in Jan–Nov–Dec; the busiest month runs 4.1× the quietest.
- **What does it cost to enter the phoera foundation niche?**
- Listings span £5.15–£15.64; the average listing price is £7.85 (sweet spot $15–$100). The average incumbent carries 2,777 reviews — the moat a new listing must climb.
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