---
title: "Foundation Stick — $284K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/foundation-stick"
last_updated: "2026-08-11T05:04:58.424Z"
locale: en
meta:
description: "Niche score 52/100 · $284K/yr market · 947K searches/yr · $14.28 avg price. Soft demand (-13.0% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 52/100 · $284K/yr market · 947K searches/yr · $14.28 avg price. Soft demand (-13.0% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Foundation Stick — $284K/yr Amazon US Niche (2026) - Flapen"
---
# **foundation stick**
**Worth a look**
Shows beatable incumbent ratings (4.2★), but soft demand (-13.0% this quarter) keeps it on the watch list.
Market size 50Growth 19Conversion 26Competition 74Returns 49Price range 73Avg price 69Brand share 72Review moat 24Quality gap 79
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****41%**
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**
**Good****62%**
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**
**Okay****3.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Okay****2.1%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****6,480.59**
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/foundation-stick/trend)
## **Top foundation stick search terms**
- **foundation stick**517K/yr-20.0%1.0% conv. - **stick foundation**111K/yr-16.0%0.8% conv. - **max factor pan stik**46K/yr+36.0%3.6% conv. - **makeup stick**38K/yr-9.2%0.7% conv. - **foundation stick full coverage**39K/yr-34.3%1.2% conv. - **foundation stick for mature skin**15K/yr+38.2%1.2% conv. - **stick foundation for mature skin**15K/yr+2.1%0.9% conv. - **pan stick makeup max factor**10K/yr+89.1%2.2% conv. - **max factor pan stick**11K/yr+57.8%1.8% conv. - **base en barra**9K/yr+82.1%0.8% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/foundation-stick/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.
0%4%$11K8%$23K12%$34K16%$45K101001K10K100K 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**Max Factor Pan Stik 12 True Beige 0.31 Oz (Pack of 1)**Max Factor**$10.96**4.4★16,665 rev](https://www.amazon.com/dp/B003JM4OCG) [2**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**$6.95**4.2★226 rev](https://www.amazon.com/dp/B0FN7ZL4KV) [3**Maybelline Fit Me Shine-Free + Balance Foundation Stick Multi-Use Face Makeup and Contour Stick For Natural Matte Coverage Porcelain 1 Count**MAYBELLINE**$8.91**4.4★16,989 rev](https://www.amazon.com/dp/B00DQLN3Y0) [4**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**$8.72**4.3★1,298 rev](https://www.amazon.com/dp/B0DN243TPX) [5**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**$27.20**3.8★7,256 rev](https://www.amazon.com/dp/B0DJ8Z9LGT)
**~~View all top sellers →~~**
### **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**$29.01**114 rev3mo ago](https://www.amazon.com/dp/B0GVDX1XGK) [**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**$7.85**17 rev5mo ago](https://www.amazon.com/dp/B0GHYD3C9W) [**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**$12.58**176 rev8mo ago](https://www.amazon.com/dp/B0G2BKFKFX) [**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**$6.95**226 rev10mo ago](https://www.amazon.com/dp/B0FN7ZL4KV) [**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**$7.12**1,022 rev10mo ago](https://www.amazon.com/dp/B0FMXH6WYJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$7.85**3.3★**▲ 282%**](https://www.amazon.com/dp/B0GHYD3C9W) [**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**$29.01**3.8★**▲ 280%**](https://www.amazon.com/dp/B0GVDX1XGK) [**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**$12.58**3.6★**▲ 212%**](https://www.amazon.com/dp/B0G2BKFKFX) [**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**$6.95**4.2★**▲ 190%**](https://www.amazon.com/dp/B0FN7ZL4KV) [**Max Factor Pan Stik 12 True Beige 0.31 Oz (Pack of 1)**Max Factor**$10.96**4.4★**▲ 57%**](https://www.amazon.com/dp/B003JM4OCG)
**~~View all trending →~~**
## **What buyers say about foundation stick**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Coverage**16%
*“Beautiful coverage”*
**Suitability Combination Skin**11%
*“Good for combination skin”*
**Color**10%
*“color match”*
**Quality-Overall**9%
*“Overall great product worth the price point”*
**Soft Feel**6%
*“Smooth, creamy”*
**Ease Of Use**5%
*“Goes on easy”*
**Ease Of Application**4%
*“Smooth application”*
**Weight Light**4%
*“still so lightweight on my face”*
**Value For Money**4%
*“Worth Buying”*
**Advertised Vs Actual Product**3%
*“As described”*
### **What buyers complain about **
**Color**14%
*“To much brown”*
**Coverage**8%
*“not full coverage”*
**Moist/Dry**4%
*“It is dry”*
**Allergies**4%
*“Skin reaction”*
**Quality-Overall**4%
*“I expected more quality”*
**Oily/Greasy**3%
*“Extremely oily”*
**Functionality-Overall**3%
*“Doesnt work”*
**Advertised Vs Actual Product**3%
*“false advertisement”*
**Suitability Dry Skin**3%
*“my skin is to dry it flaked up on me”*
**Value For Money**3%
*“A little pricey”*
### **Top return reasons **
**Color**33%
**Adhesion/Stickiness**12%
**Advertised Vs Actual Product**12%
**Coverage**6%
**Functionality-Overall**4%
**Product Condition**3%
**Defective Material/Parts**3%
**Weight Light**3%
**Moist/Dry**3%
**Texture/Consistency-Overall**2%
## **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.
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