Is powder foundation profitable to sell on Amazon United Kingdom?

The niche generates £52K/yr across 34 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.7%. Flapen's verdict: Skip it (40/100).

How competitive is the powder foundation niche?

8 brands and 329 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in powder foundation?

Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.1%.

When does demand for powder foundation peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.3× the quietest.

What does it cost to enter the powder foundation niche?

Listings span £2.26–£9.57; the average listing price is £4.90 (sweet spot $15–$100). The average incumbent carries 11,275 reviews — the moat a new listing must climb.

powder foundation

Skip it

Prices mostly outside the sweet spot ($2.26–$9.57) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Good46%

top-5 click share — leaders hold, buyers still browse

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good4.7%

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

Growth

Okay+6.7%

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

Review moat

Bad11,275.47

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£4.90

avg listing price — sweet spot $15–$100

Market size

Bad£52K

£52K/yr · 223K searches

Brand share

Bad97%

top-5 brand share — brand-locked demand

Price range

Bad£2.26–£9.57

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

According to Flapen's Amazon United Kingdom niche tracking, powder foundation is a £52K/yr Amazon United Kingdom market (223K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 40/100.

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

powder foundation market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: £49K–£61K; units × avg price
Conversion rate: 4.7%
Avg BSR: #12
Page quality: 0%
Prime: 100%
Sponsored: 82%
Out of stock: 2.6%
Avg brand age: 46 months
Avg seller age: 144 days

Competition & brand share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 falling

Sellers

329

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

46%

Top 20: 86%

Open market

Rimmel92%
Makeup Revolution2%
SLEEK1%
NYX PROFESSIONAL MAKEUP1%
Technic1%
Revolution Beauty London1%
Open — no brand owns it (2 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +6.7% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.3×

Open Trend

Top powder foundation search terms

rimmel105K/yr +9.3%1.9% conv.
rimmel blusher21K/yr -1.8%9.3% conv.
bronzer palette19K/yr +9.9%2.4% conv.
rimmel blush14K/yr +26.2%5.2% conv.
bronzer and blush palette10K/yr -1.2%3.1% conv.
rimmel make up11K/yr +16.5%2.2% conv.
blush and bronzer palette9K/yr +2.9%2.7% conv.
rimmel london10K/yr +2.6%1.1% conv.
rimmel blusher powder6K/yr -16.1%10.6% conv.
blush and highlighter palette5K/yr -0.7%1.0% conv.

All search terms

Top powder 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 London Maxi Blush Powder Exposed Long Lasting Pigmented Colour Light Weight Formula Easy To Blend and Buildable 9g

Rimmel£4.054.5★10,812 rev

Rimmel London Sculpting Highlighter Palette 3-tone Coral Glow 18.5 g

Rimmel£4.724.5★10,273 rev

RIMMEL LONDON - Stay Matte Pressed Powder - Lightweight Oil Absorbing Smooth Non-Powdery Texture Lasting Up To 5hrs - For All Skin Types - Dermatologically Tested - Transparent - 14g

Rimmel£2.894.6★54,981 rev

Rimmel Multi Tasker BlushNBrush Dual-Ended Blush Stick with Built-in Brush Cream-to-Powder Formula for a Smooth Weightless Finish Cotton Candy 8g

Rimmel£6.073.8★139 rev

Rimmel London Maxi Blush Powder Third Base Long Lasting Pigmented Colour Light Weight Formula Easy To Blend and Buildable 9g

Rimmel£4.244.5★10,812 rev

Newest

by launch date

Rimmel Multi Tasker BlushNBrush Dual-Ended Blush Stick with Built-in Brush Cream-to-Powder Formula for a Smooth Weightless Finish Cotton Candy 8g

Rimmel£6.07139 rev

8mo ago

Rimmel Multi Tasker BlushNBrush Dual-Ended Blush Stick with Built-in Brush Cream-to-Powder Formula for a Smooth Weightless Finish Nearly Suede 8g

Rimmel£7.01139 rev

8mo ago

Rimmel Multi Tasker 3 in 1 Bronzing Stick 002 Medium Sculpted and Bronzed Glow All-Day Wear Sheer and Dewy Finish Infused with Vitamin C & E Vegan Formula Cruelty-Free

Rimmel£6.84774 rev

1y ago

Rimmel Multi Tasker Better Than Filters 3 in 1 Face Primer Glow Booster and Highlighter Flawless Finish Infused with Vitamin C and E Maxi Soft Applicator Vegan 30ml

Rimmel£5.371,982 rev

2y ago

Rimmel Multi Tasker Better Than Filters 3 in 1 Face Primer Glow Booster and Highlighter Flawless Finish Infused with Vitamin C and E Maxi Soft Applicator Vegan 30ml

Rimmel£6.431,982 rev

2y ago

What buyers say about powder foundation

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

What buyers love

Value For Money19%

“Good value for money”

Color17%

“Great colour”

Quality-Overall14%

“Good quality, good size palette”

Eyelash Quality9%

“Great Mascara”

Durability4%

“Have used for years”

Brightness/Shine/Glow4%

“Lovely shimmer”

Suitability Combination Skin3%

“Looks really nice on the skin”

Coverage3%

“Good Coverage”

Ease Of Use3%

“Easy to put on”

Ease Of Application3%

“Applies well and looks great”

What buyers complain about

Color12%

“Very dark”

Quality-Overall12%

“Not for ne better quality”

Durability7%

“Alright breaks easily”

Moist/Dry7%

“it is VERY dry”

Ease Of Use5%

“Cant use”

Size-Overall4%

“Not fit for purpose”

Product Condition4%

“Its been used and open prior to me getting it”

Value For Money3%

“Value for money is bad”

Smudge Resistance3%

“The worst concealer I have ever used if Im honest it just doesn't stick on the skin smudges so easily”

Ease Of Application3%

“cant apply smoothly”

Top return reasons

Color52%

Defective Material/Parts18%

Product Condition4%

Ease Of Use3%

Advertised Vs Actual Product3%

Compactness3%

Leak-Proof2%

Value For Money2%

Durability2%

Quality-Overall1%

Common questions

Is powder foundation profitable to sell on Amazon United Kingdom?: The niche generates £52K/yr across 34 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.7%. Flapen's verdict: Skip it (40/100).
How competitive is the powder foundation niche?: 8 brands and 329 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in powder foundation?: Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.1%.
When does demand for powder foundation peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.3× the quietest.
What does it cost to enter the powder foundation niche?: Listings span £2.26–£9.57; the average listing price is £4.90 (sweet spot $15–$100). The average incumbent carries 11,275 reviews — the moat a new listing must climb.