Is foundation stick profitable to sell on Amazon United States?

The niche generates $284K/yr across 39 tracked products. 7 of 10 products launched in the last 360 days are still selling. 90-day search growth is -13.0%. Flapen's verdict: Worth a look (52/100).

How competitive is the foundation stick niche?

24 brands and 174 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 62% of demand.

What do buyers complain about in foundation stick?

Top complaints mined from reviews: Color, Coverage, Moist/Dry. The return rate is 3.1%.

When does demand for foundation stick peak?

Demand is steady year-round — the busiest month runs 1.7× the quietest.

What does it cost to enter the foundation stick niche?

Listings span $3.77–$45.42; the average listing price is $14.28 (sweet spot $15–$100). The average incumbent carries 6,481 reviews — the moat a new listing must climb.

foundation stick

Worth a look

Shows beatable incumbent ratings (4.2★), but soft demand (-13.0% this quarter) keeps it on the watch list.

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Competition

Good41%

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

Price range

Good$3.77–$45.42

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

Brand share

Good62%

top-5 brand share — brands hold most of the demand

Avg price

Good$14.28

avg listing price — sweet spot $15–$100

Market size

Good$284K

$284K/yr · 947K searches

Returns

Okay3.1%

return rate — above 5% kills the launch gate

Conversion

Okay2.1%

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

Review moat

Bad6,480.59

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-13.0%

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

According to Flapen's Amazon United States niche tracking, foundation stick is a $284K/yr Amazon United States market (947K searches/yr). The top 5 brands hold 62% of demand. Verdict: Worth a look — 52/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

foundation stick market data

Units sold / yr: 15K–20K; avg 500–750/product
Revenue / yr: $214K–$286K; units × avg price
Conversion rate: 2.1%
Avg BSR: #217
Page quality: 0%
Prime: 92%
Sponsored: 85%
Out of stock: 0.0%
Avg brand age: 46 months
Avg seller age: 129 days

Competition & brand share

The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.

Brands

24 falling

Sellers

174

Top-5 brand share

62%

Top 20: 97%

Top-5 click share

41%

Top 20: 78%

Open market

34%

Max Factor27%
MAYBELLINE15%
ELROEL8%
Lingyun7%
REVLON5%
wet n wild5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -13.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.7×

Open Trend

Top foundation stick search terms

foundation stick517K/yr -20.0%1.0% conv.
stick foundation111K/yr -16.0%0.8% conv.
max factor pan stik46K/yr +36.0%3.6% conv.
makeup stick38K/yr -9.2%0.7% conv.
foundation stick full coverage39K/yr -34.3%1.2% conv.
foundation stick for mature skin15K/yr +38.2%1.2% conv.
stick foundation for mature skin15K/yr +2.1%0.9% conv.
pan stick makeup max factor10K/yr +89.1%2.2% conv.
max factor pan stick11K/yr +57.8%1.8% conv.
base en barra9K/yr +82.1%0.8% conv.

All search terms

Top foundation stick 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

Max Factor Pan Stik 12 True Beige 0.31 Oz (Pack of 1)

Max Factor$10.964.4★16,665 rev

Foundation Stick 2 in 1 Dual-Ended Long-Lasting & Waterproof Concealer Korean Foundation Contour Sticks Contouring Foundation with Brush Full Coverage Matte Finish for Face Makeup(02NATURAL)

Lingyun$6.954.2★226 rev

Maybelline Fit Me Shine-Free + Balance Foundation Stick Multi-Use Face Makeup and Contour Stick For Natural Matte Coverage Porcelain 1 Count

MAYBELLINE$8.914.4★16,989 rev

Maybelline Lifter Stix Multi-Use Face Stick - Contour Bronzer Concealer and Foundation Stick All-In-One Creamy Face Makeup with Cranberry Seed Oil 05 1 Count

MAYBELLINE$8.724.3★1,298 rev

ELROEL Blanc Cover Cream Stick V White - Korean Color-Changing Foundation Stick with Volufiline - Medium to Full Coverage Dewy Finish Base Makeup - Dual-Ended with Detachable Brush (203 Medium)

ELROEL$27.203.8★7,256 rev

Newest

by launch date

QIANWHITE Korean Foundation Stick Foundation for Mature Skin Tint Buildable Light to Medium Coverage Foundation Makeup Concealer Dual-Ended with Brush for All Skin - Natural Finish (NATURAL)

QIANWHITE$29.01114 rev

3mo ago

2PCS Flawless & Long-Lasting Dual-Ended Foundation Stick 3-In-1 Contouring Foundation Full Coverage Cream Lightweight Brightens Long-Lasting for All Skin Types (#02 Natural Color)

Chinosuo$7.8517 rev

5mo ago

2 in 1 White Korean Color Changing Foundation Stick with Brush Cover Cream Stick Foundation Moisturizing Long-Lasting Hydration Makeup Light Coverage Concealer for All Skin Types (02#)

Aurovida$12.58176 rev

8mo ago

Foundation Stick 2 in 1 Dual-Ended Long-Lasting & Waterproof Concealer Korean Foundation Contour Sticks Contouring Foundation with Brush Full Coverage Matte Finish for Face Makeup(02NATURAL)

Lingyun$6.95226 rev

10mo ago

Foundation Stick 2 in 1 Dual-Ended Long-Lasting Concealer Korean Foundation Contour Stick Waterproof Contouring foundation with Brush Full Coverage Matte Finish for Face Makeup (04#WHEAT)

Vienflona$7.121,022 rev

10mo ago

What buyers say about foundation stick

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

What buyers love

Coverage16%

“Beautiful coverage”

Suitability Combination Skin11%

“Good for combination skin”

Color10%

“color match”

Quality-Overall9%

“Overall great product worth the price point”

Soft Feel6%

“Smooth, creamy”

Ease Of Use5%

“Goes on easy”

Ease Of Application4%

“Smooth application”

Weight Light4%

“still so lightweight on my face”

Value For Money4%

“Worth Buying”

Advertised Vs Actual Product3%

“As described”

What buyers complain about

Color14%

“To much brown”

Coverage8%

“not full coverage”

Moist/Dry4%

“It is dry”

Allergies4%

“Skin reaction”

Quality-Overall4%

“I expected more quality”

Oily/Greasy3%

“Extremely oily”

Functionality-Overall3%

“Doesnt work”

Advertised Vs Actual Product3%

“false advertisement”

Suitability Dry Skin3%

“my skin is to dry it flaked up on me”

Value For Money3%

“A little pricey”

Top return reasons

Color33%

Adhesion/Stickiness12%

Advertised Vs Actual Product12%

Coverage6%

Functionality-Overall4%

Product Condition3%

Defective Material/Parts3%

Weight Light3%

Moist/Dry3%

Texture/Consistency-Overall2%

Common questions

Is foundation stick profitable to sell on Amazon United States?: The niche generates $284K/yr across 39 tracked products. 7 of 10 products launched in the last 360 days are still selling. 90-day search growth is -13.0%. Flapen's verdict: Worth a look (52/100).
How competitive is the foundation stick niche?: 24 brands and 174 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 62% of demand.
What do buyers complain about in foundation stick?: Top complaints mined from reviews: Color, Coverage, Moist/Dry. The return rate is 3.1%.
When does demand for foundation stick peak?: Demand is steady year-round — the busiest month runs 1.7× the quietest.
What does it cost to enter the foundation stick niche?: Listings span $3.77–$45.42; the average listing price is $14.28 (sweet spot $15–$100). The average incumbent carries 6,481 reviews — the moat a new listing must climb.