Primer
prices mostly outside the sweet spot ($3.34–$8.55) — Primer doesn't clear our bar today.
Flapen Score
Ranks 1,283 of 2,481 Beauty niches · −1 vs the category median of 47
Is Primer profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Primer is a £1.2M/yr Amazon United Kingdom market (1.8M searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Nov. Verdict: Skip it — 46/100.
Primer: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -5.1% over the last 90 days and 11.1% of searches end in a purchase.
£1.2M
revenue / yr
Who owns the niche?
The top 5 brands hold 96% of demand, so 4% of the market is open.
4%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 14 products
Top Primer products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz Clear
- Price
- £7.08
- Rating
- 4.5/5
- Reviews
- 41,453
- Age
- 4y ago
Maybelline New York Grippy Serum Makeup Primer Glides On Like A Serum Up To 24H Wear Instantly Plumps & Hydrates Skin +2% Niacinamide Water-Based Formula Suitable For All Skin Types (30ml)
- Price
- £6.43
- Rating
- 4.6/5
- Reviews
- 1,753
- Age
- 1y ago
essence jelly GRIP HYDRATING PRIMER moisturizing/hydrating smoothing priming natural translucent (29ml)
- Price
- £3.34
- Rating
- 4.4/5
- Reviews
- 4,051
- Age
- 1y ago
e.l.f. Power Grip Primer + 4% Niacinamide Gel-Based & Hydrating Face Primer Evens Skin & Brightens Grips Makeup Vegan & Cruelty-Free 0.811 Fl Oz
- Price
- £7.64
- Rating
- 4.4/5
- Reviews
- 13,668
- Age
- 3y ago
NYX Professional Makeup Primer The Face Glue Primer Gripping Primer for Face Up to 24 Hour Hydration and Makeup Wear Polyglutamic Acid Non-Comedogenic 35ml
- Price
- £5.52
- Rating
- 4.4/5
- Reviews
- 10,864
- Age
- 1y ago
Trending
90-day click momentumessence jelly GRIP HYDRATING PRIMER moisturizing/hydrating smoothing priming natural translucent (29ml)
- Price
- £3.34
- Rating
- 4.4/5
- Reviews
- 4,051
- Age
- 1y ago
Rimmel London Stay Matte Primer Transparent 30 ml
- Price
- £4.99
- Rating
- 4.4/5
- Reviews
- 19,199
- Age
- 12y ago
Maybelline New York Grippy Serum Makeup Primer Glides On Like A Serum Up To 24H Wear Instantly Plumps & Hydrates Skin +2% Niacinamide Water-Based Formula Suitable For All Skin Types (30ml)
- Price
- £6.43
- Rating
- 4.6/5
- Reviews
- 1,753
- Age
- 1y ago
e.l.f. Power Grip Primer + 4% Niacinamide Gel-Based & Hydrating Face Primer Evens Skin & Brightens Grips Makeup Vegan & Cruelty-Free 0.811 Fl Oz
- Price
- £7.64
- Rating
- 4.4/5
- Reviews
- 13,668
- Age
- 3y ago
e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes 0.811 Fl Oz Clear
- Price
- £7.08
- Rating
- 4.5/5
- Reviews
- 41,453
- Age
- 4y ago
Newest
by launch date
e.l.f. Power Grip Primer Mini Gel-Based & Hydrating Face Primer For Smoothing Skin & Gripping Makeup Moisturizes & Primes
- Price
- £4.82
- Rating
- 4.5/5
- Reviews
- 41,453
- Age
- 1y ago
Maybelline New York Grippy Serum Makeup Primer Glides On Like A Serum Up To 24H Wear Instantly Plumps & Hydrates Skin +2% Niacinamide Water-Based Formula Suitable For All Skin Types (30ml)
- Price
- £6.43
- Rating
- 4.6/5
- Reviews
- 1,753
- Age
- 1y ago
NYX Professional Makeup Primer The Face Glue Primer Gripping Primer for Face Up to 24 Hour Hydration and Makeup Wear Polyglutamic Acid Non-Comedogenic 35ml
- Price
- £5.52
- Rating
- 4.4/5
- Reviews
- 10,864
- Age
- 1y ago
essence jelly GRIP HYDRATING PRIMER moisturizing/hydrating smoothing priming natural translucent (29ml)
- Price
- £3.34
- Rating
- 4.4/5
- Reviews
- 4,051
- Age
- 1y ago
Rimmel Lasting Finish 48hr Hydration Boost Primer Face Plumping Smooths Fine Lines & Wrinkles Dewy Finish Flawless Makeup Enriched with Biopeptides Strengthens Skin Boosts Natural Collagen
- Price
- £4.55
- Rating
- 4.4/5
- Reviews
- 213
- Age
- 2y ago
Competition: brands, sellers & click share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.
Brands
7 flat
Sellers
196
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
2%
- e.l.f.50%
- Maybelline28%
- Essence Cosmetics8%
- NYX PROFESSIONAL MAKEUP6%
- Rimmel4%
- W72%
- Open — no brand owns it (1 brand, 2%)
Primer demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Nov · busiest ÷ quietest = 3.0×
Top Primer search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- primer518K/yr
- elf primer305K/yr
- maybelline240K/yr
- primer makeup221K/yr
- grippy primer40K/yr
- elf power grip primer58K/yr
- face primer55K/yr
- maybelline grippy serum primer34K/yr
- makeup primer51K/yr
- maybelline primer35K/yr
What reviews say buyers love and hate about Primer
What buyers mention most, as a share of all reviews.
What buyers love
75% of reviews“Excellent product”
“Great value for money”
“This is lovely to use on my skin”
“Soft skin”
“drys clear”
What buyers complain about
53% of reviews“Didnt work as promised”
“The product was less sticky than I anticipated”
“Avoid for dry skin”
“Doesn't grip a thing”
“better primers on the market for similar price”
Primer return rate & reasons
Why buyers send it back, as a share of all return requests.
0.0%
Return rate
0%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Primer questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
