mattifying primer
Worth a lookShows low returns (0.7%), but a deep review moat (8,785 avg reviews) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Great7.0%search→purchase rate — share of searches ending in a sale
Price range
Good$4.60–$37.70cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Market size
Good$338K$338K/yr · 449K searches
Avg price
Okay$10.69avg listing price — sweet spot $15–$100
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Growth
Okay+4.1%90-day search growth — must beat 0% to launch
Review moat
Bad8,784.73avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, mattifying primer is a $338K/yr Amazon United States market (449K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Oct. Verdict: Worth a look — 55/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
mattifying primer market data
- Units sold / yr
- 30K–40K
- avg 750–1,000/product
- Revenue / yr
- $321K–$428K
- units × avg price
- Conversion rate
- 7.0%
- Avg BSR
- #173
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 58%
- Out of stock
- 0.0%
- Avg brand age
- 69 months
- Avg seller age
- 133 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
13 flat
Sellers
148
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
49%
Top 20: 86%
Open market
13%
- Rimmel35%
- e.l.f.23%
- Neutrogena11%
- Smashbox10%
- wet n wild4%
- Elizabeth Mott4%
- Open — no brand owns it (7 brands, 13%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +4.1% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 6.9×
Top mattifying primer search terms
- matte primer93K/yr
- rimmel foundation89K/yr
- mattifying primer43K/yr
- oil control primer28K/yr
- matte primer for oily skin26K/yr
- elf matte primer22K/yr
- neutrogena primer24K/yr
- mattifying primer for oily skin14K/yr
- rimmel stay matte foundation16K/yr
- rimmel primer11K/yr
Top mattifying primer 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. Power Grip Matte Primer Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free
e.l.f.$10.444.5★1,899 rev
Rimmel London Stay Matte - 003 - Primer Ultra-Lightweight Controls Shine Doesnt Feel Greasy 1oz
Rimmel$6.244.3★20,089 rev
Rimmel London Stay Matte Liquid Mousse - 200 Soft Beige - Foundation Lightweight Shine Control Oil-Free 1oz
Rimmel$4.934.4★22,340 rev
Smashbox Photo Finish Smooth & Blur Primer | Instantly Smooths Fine Lines and Pores for All Skin Types | Vitamins A & E Makeup Base with Blurring Travel Size 0.34 Fl Oz
Smashbox$14.404.5★4,429 rev
Neutrogena Mattifying Primer with Shine Control Lightweight Pore Blurring Face Primer Blurs the Look of Pores & Helps Reduce Shine Matte Primer with Niacinamide 1 oz
Neutrogena$11.094.3★397 rev
Newest
by launch date
Smashbox Photo Finish Oil Control Primer | Mattifying Makeup Primer for Oily Skin with 12-Hour Oil Control | Salicylic Acid Witch Hazel & Zinc Strengthening Formula Travel Size 0.33 Fl Oz
Smashbox$15.8833 rev
e.l.f. Power Grip Matte Primer Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free
e.l.f.$10.441,899 rev
e.l.f. Power Grip Matte Primer Mini Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free Travel Size
e.l.f.$6.201,899 rev
NYX PROFESSIONAL MAKEUP The Face Glue Gripping Primer Hydrating Makeup Primer with Up To 24HR Wear Vegan & Cruelty Free
NYX PROFESSIONAL MAKEUP$8.096,528 rev
Neutrogena Hydro Boost Hydrating Grip Primer with Purified Hyaluronic Acid Invisible Gel Face Primer Locks Makeup in Place Extends Wear and Hydrates Dull Skin Dewy Finish 1.0 oz
Neutrogena$10.55299 rev
Trending
90-day click momentumSmashbox Photo Finish Oil Control Primer | Mattifying Makeup Primer for Oily Skin with 12-Hour Oil Control | Salicylic Acid Witch Hazel & Zinc Strengthening Formula Travel Size 0.33 Fl Oz
Smashbox$15.884.1★
Rimmel London Lasting Finish 25HR - 203 True Beige - Foundation 25-Hour Wear Full Coverage Waterproof 1oz
Rimmel$12.464.4★
Smashbox Photo Finish Smooth & Blur Primer | Instantly Smooths Fine Lines and Pores for All Skin Types | Vitamins A & E Makeup Base with Blurring Travel Size 0.34 Fl Oz
Smashbox$14.404.5★
Rimmel Multi-Tasker Better Than Filters 003 Light Face Primer Glow Booster and Highlighter Vegan Formula Anti-Ageing Benefits Light-Reflecting Pigments Giant Soft-Touch Wand 1oz
Rimmel$10.134.3★
Rimmel London Stay Matte Liquid Mousse - 091 Light Ivory - Foundation Lightweight Shine Control Oil-Free 1oz
Rimmel$4.784.4★
What buyers say about mattifying primer
What buyers praise and complain about, mined from review topics.What buyers love
“This is a great, affordable product”
“Goes on smooth”
“feels good on your skin”
“Good price”
“Great for Oily Skin”
“it stays on all day”
“Excellent coverage”
“Lightweight keeps make up fresh”
“It adheres well”
“Keeps me hydrated”
What buyers complain about
“I didn't care much fit it”
“Not as sticky”
“Very expensive”
“Did not work in the slightest”
“too oily”
“Made my face extremely dry”
“Chemical smell”
“Super sensitive skin is annoying”
“was itching after a little while”
“absolute trash”
Top return reasons
Common questions
- Is mattifying primer profitable to sell on Amazon United States?
- The niche generates $338K/yr across 33 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +4.1%. Flapen's verdict: Worth a look (55/100).
- How competitive is the mattifying primer niche?
- 13 brands and 148 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in mattifying primer?
- Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Value For Money. The return rate is 0.7%.
- When does demand for mattifying primer peak?
- Demand peaks in Oct; the busiest month runs 6.9× the quietest.
- What does it cost to enter the mattifying primer niche?
- Listings span $4.60–$37.70; the average listing price is $10.69 (sweet spot $15–$100). The average incumbent carries 8,785 reviews — the moat a new listing must climb.