Primer Paint
FailThe top 5 brands take 93% of clicks, so Primer Paint is a Fail.
- Flapen Score
- 42 / 100Ranks 1,704 of 2,225 DIY & Tools niches · −7 vs the category median of 4942
- Market size
- £250K/yr336K searches / yr
- 90-day growth
- -10.9%search demand this quarter
- Competition
- 69%top-5 click share · 8 brands · 73 sellers
Flapen Score
Primer Paint against its category
The dotted line is the DIY & Tools average. Past it, Primer Paint is stronger. Inside it, weaker.
Market
The Primer Paint market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Primer Paint 336K times last year and spent an estimated £250K. The top 5 brands take 93% of clicks. Flapen scores it 42 out of 100, a Fail.
01 · Demand
6.9% of searches ended in a purchase last week.
Shoppers searched for this 336K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.9% of those searches ended in a purchase. Searches in the last 90 days moved -10.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £250K a year.
- Searches, last 12 months
- 336K
- Growth, 90 days vs prior 90
- -10.9%
- Conversion, latest week
- 6.9%
- Market size, estimated
- £250Ka year
- Peak month
- October1.7× the quietest month
- Top search term
- primer paint67K searches a year
02 · Price
A sale here is worth £10.78.
Listings sell for £10.78 on average, from £5.99 to £20.27. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 1,000 to 1,250 of them. At £10.78 that is £11K to £13K a year per listing.
- Average price
- £10.78under the $15 to $100 sweet spot
- Price range
- £5.99–£20.27
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 20K–25K
- Units per listing a year
- 1,000–1,250
- Revenue per listing a year
- £11K–£13K
- Returns
- 1.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
76% of listings pay for placement with sponsored ads. 82% ship with Prime. On an average day, 5.1% of listings are out of stock. The average listing ranks #92 within Painting Supplies, Tools & Wall Treatments. It carries 5,070 reviews at 4.52 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 82%
- Out of stock, average day
- 5.1%
- Average rank
- #92in Painting Supplies, Tools & Wall Treatments
- Average rating
- 4.52 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 5,070per listing
- Listings tracked
- 17
04 · Newcomers
Amazon counts 1 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 59 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 59 months
Products
Top Primer Paint products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Johnstones - Quick Dry Gloss Primer Undercoat - Brilliant White - Water Based - Interior Wood & Metal - Fast Drying - Low Odour - Dry in 1-2 Hours - 13m2 Coverage per Litre - 0.75 L
- Price
- £7.13
- Rating
- 4.6/5
- Reviews
- 5,997
- Age
- 6y ago
RUSTINS WHPU500 500ml Quick Dry Primer Undercoat - Fast-Drying Paint Base for Smooth Coverage; Easy-to-Use Interior & Exterior Prep Coat for Walls Woodwork & DIY Home Decorating
- Price
- £9.12
- Rating
- 4.5/5
- Reviews
- 4,760
- Age
- 19y ago
Leyland Trade Acrylic Primer Undercoat - White 2.5L
- Price
- £12.88
- Rating
- 4.6/5
- Reviews
- 2,797
- Age
- 13y ago
RUSTINS White Primer/Undercoat 250ml -Fast-Drying Paint Base for Smooth Coverage; Easy-to-Use Interior & Exterior Prep Coat for Walls Woodwork & DIY Home Decorating
- Price
- £6.52
- Rating
- 4.5/5
- Reviews
- 4,760
- Age
- 19y ago
THE ONE All-In-One Paint & Primer - White Matt 250 ml | Multi-Surface 1 Coat Formula | Easy Indoor & Outdoor Decorating for Home & Garden Walls Floors & Furniture | Durable Water-Based & Low VOC
- Price
- £11.34
- Rating
- 4.4/5
- Reviews
- 26,529
- Age
- 8y ago
Trending
90-day click momentum
Leyland Trade - White - Wood & Metal Undercoat - 20% Extra Free - 3L
- Price
- £6.18
- Rating
- 4.8/5
- Reviews
- 37
- Age
- 4mo ago
Polar Clear Binding Primer 500ml - Water Based Acrylic Sealer - Seals & Stabilises Strong Adhesion Low VOC
- Price
- £13.81
- Rating
- 4.5/5
- Reviews
- 86
- Age
- 1y ago
Ronseal RSLEWPWHI750 750ml Super Flexible Wood Primer and Undercoat - White
- Price
- £12.34
- Rating
- 4.4/5
- Reviews
- 382
- Age
- 12y ago
Polar Wood Primer White 1 Litre - Strong Adhesion UV Resistant Prevents Cracking Water-Based - Interior & Exterior Surfaces - Fast Drying - Dry in 1-2 Hours
- Price
- £20.27
- Rating
- 4.4/5
- Reviews
- 52
- Age
- 1y ago
RUSTINS WHPU500 500ml Quick Dry Primer Undercoat - Fast-Drying Paint Base for Smooth Coverage; Easy-to-Use Interior & Exterior Prep Coat for Walls Woodwork & DIY Home Decorating
- Price
- £9.12
- Rating
- 4.5/5
- Reviews
- 4,760
- Age
- 19y ago
Newest
by launch dateLeyland Trade - White - Wood & Metal Undercoat - 20% Extra Free - 3L
- Price
- £6.18
- Rating
- 4.8/5
- Reviews
- 37
- Age
- 4mo ago
Polar Wood Primer White 1 Litre - Strong Adhesion UV Resistant Prevents Cracking Water-Based - Interior & Exterior Surfaces - Fast Drying - Dry in 1-2 Hours
- Price
- £20.27
- Rating
- 4.4/5
- Reviews
- 52
- Age
- 1y ago
Polar Clear Binding Primer 500ml - Water Based Acrylic Sealer - Seals & Stabilises Strong Adhesion Low VOC
- Price
- £13.81
- Rating
- 4.5/5
- Reviews
- 86
- Age
- 1y ago
Polar All Surface Primer Spray Paint - 400ml Matt White - Quick Drying Undercoat - Easy Spray Primer with Strong Adhesion - For Interior & Exterior Surfaces
- Price
- £9.14
- Rating
- 4.4/5
- Reviews
- 1,139
- Age
- 5y ago
Johnstones - Quick Dry Gloss Primer Undercoat - Brilliant White - Water Based - Interior Wood & Metal - Fast Drying - Low Odour - Dry in 1-2 Hours - 13m2 Coverage per Litre - 1.25 L
- Price
- £10.89
- Rating
- 4.6/5
- Reviews
- 5,997
- Age
- 6y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 69% of clicks. Leaders hold, but buyers still shop past them.
Brands
8 rising
Sellers
73
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
3%
- Johnstone's29%
- RUSTINS28%
- Leyland21%
- THE ONE10%
- Polar Specialist Coatings5%
- Zinsser4%
- Open — no brand owns it (2 brands, 3%)
Demand
Primer Paint search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.7×
Search terms
Top Primer Paint search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- primer paint67K/yr
- wood primer55K/yr
- undercoat paint for wood21K/yr
- paint primer20K/yr
- wood primer undercoat white19K/yr
- undercoat paint23K/yr
- white undercoat paint for wood17K/yr
- exterior wood primer8K/yr
- wall primer13K/yr
- bonding primer10K/yr
Reviews and returns
What reviews say buyers love and hate about Primer Paint
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Paint leaked
Paint
Absolutely rubbish paint
Small
the 250ml is tiny
It is only a small tin
When my order arrived today it had also leaked a small amount as the lid was not fully secured
Paint also leaks heavily
it has leaked out
the manufacturing company could be better
Poor quality
Absolute rubbish
To thick
Very thin, like milk
Far too dtrong
Love
easy to use paint
Good Paint
Excellent value and great paint
Money well spent
Great value
Excellent price
Excellent stuff, really easy to apply, sticks well, thick and great quality
Very pleased with the results
Excellent Product
Covers well
perfect coverage on a single coat
Its perfectly covered in two coats
it does what it is advertised to do good product
As described
Exactly what I wanted
Return
1.0% Return rate 40% Fixable by listing
Paint leaked
Paint
Absolutely rubbish paint
Small
the 250ml is tiny
It is only a small tin
When my order arrived today it had also leaked a small amount as the lid was not fully secured
Paint also leaks heavily
it has leaked out
it a fraction of the price
though high cost for volume
.Over priced for size to
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Primer Paint questions
Answered from the same tracked data.