---
title: "Mattifying Primer — $338K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/mattifying-primer"
last_updated: "2026-08-11T08:59:24.912Z"
locale: en
meta:
description: "Niche score 55/100 · $338K/yr market · 449K searches/yr. A deep review moat (8,785 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · $338K/yr market · 449K searches/yr. A deep review moat (8,785 avg reviews) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Mattifying Primer — $338K/yr Amazon US Niche (2026) - Flapen"
---
# **mattifying primer**
**Worth a look**
Shows low returns (0.7%), but a deep review moat (8,785 avg reviews) keeps it on the watch list.
Market size 53Growth 30Conversion 75Competition 60Returns 97Price range 69Avg price 39Brand share 37Review moat 22Quality gap 62
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Good****$4.60–$37.70**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Good****$338K**
$338K/yr · 449K searches
**Avg price**
**Okay****$10.69**
avg listing price — sweet spot $15–$100
**Brand share**
**Okay****83%**
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**
**Bad****8,784.73**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
150K100KSpike '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct · busiest ÷ quietest = 6.9×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/mattifying-primer/trend)
## **Top mattifying primer search terms**
- **matte primer**93K/yr+9.8%6.0% conv. - **rimmel foundation**89K/yr-22.5%3.1% conv. - **mattifying primer**43K/yr+11.6%5.2% conv. - **oil control primer**28K/yr+37.8%4.1% conv. - **matte primer for oily skin**26K/yr+8.9%5.4% conv. - **elf matte primer**22K/yr+14.3%11.0% conv. - **neutrogena primer**24K/yr-11.4%9.6% conv. - **mattifying primer for oily skin**14K/yr+20.5%3.8% conv. - **rimmel stay matte foundation**16K/yr-14.4%4.7% conv. - **rimmel primer**11K/yr+19.1%8.7% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/mattifying-primer/search-terms)
## **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.
0%5%$17K10%$34K15%$51K20%$68K101001K10K100K 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**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.**$10.44**4.5★1,899 rev](https://www.amazon.com/dp/B0DHRRN24Y) [2**Rimmel London Stay Matte - 003 - Primer Ultra-Lightweight Controls Shine Doesnt Feel Greasy 1oz**Rimmel**$6.24**4.3★20,089 rev](https://www.amazon.com/dp/B00I9X3UKM) [3**Rimmel London Stay Matte Liquid Mousse - 200 Soft Beige - Foundation Lightweight Shine Control Oil-Free 1oz**Rimmel**$4.93**4.4★22,340 rev](https://www.amazon.com/dp/B00EY9UPI0) [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**$14.40**4.5★4,429 rev](https://www.amazon.com/dp/B09WYT4QTJ) [5**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**$11.09**4.3★397 rev](https://www.amazon.com/dp/B0CLHHGZWK)
**~~View all top sellers →~~**
### **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**$15.88**33 rev3mo ago](https://www.amazon.com/dp/B0GF9J5GPL) [**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.**$10.44**1,899 rev1y ago](https://www.amazon.com/dp/B0DHRRN24Y) [**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.**$6.20**1,899 rev1y ago](https://www.amazon.com/dp/B0DHRS43G5) [**NYX PROFESSIONAL MAKEUP The Face Glue Gripping Primer Hydrating Makeup Primer with Up To 24HR Wear Vegan & Cruelty Free**NYX PROFESSIONAL MAKEUP**$8.09**6,528 rev1y ago](https://www.amazon.com/dp/B0DHHJDFSM) [**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**$10.55**299 rev1y ago](https://www.amazon.com/dp/B0DMD2QXBF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$15.88**4.1★**▲ 284%**](https://www.amazon.com/dp/B0GF9J5GPL) [**Rimmel London Lasting Finish 25HR - 203 True Beige - Foundation 25-Hour Wear Full Coverage Waterproof 1oz**Rimmel**$12.46**4.4★**▲ 205%**](https://www.amazon.com/dp/B09LB83NQT) [**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**$14.40**4.5★**▲ 54%**](https://www.amazon.com/dp/B09WYT4QTJ) [**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**$10.13**4.3★**▲ 51%**](https://www.amazon.com/dp/B0CRZ86JK9) [**Rimmel London Stay Matte Liquid Mousse - 091 Light Ivory - Foundation Lightweight Shine Control Oil-Free 1oz**Rimmel**$4.78**4.4★**▲ 24%**](https://www.amazon.com/dp/B00EY9MJR0)
**~~View all trending →~~**
## **What buyers say about mattifying primer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**14%
*“This is a great, affordable product”*
**Soft Feel**13%
*“Goes on smooth”*
**Suitability Combination Skin**11%
*“feels good on your skin”*
**Value For Money**8%
*“Good price”*
**Suitability Oily Skin**4%
*“Great for Oily Skin”*
**Durability**4%
*“it stays on all day”*
**Coverage**3%
*“Excellent coverage”*
**Weight Light**3%
*“Lightweight keeps make up fresh”*
**Adhesion/Stickiness**3%
*“It adheres well”*
**Moist/Dry**3%
*“Keeps me hydrated”*
### **What buyers complain about **
**Size-Overall**10%
*“I didn't care much fit it”*
**Adhesion/Stickiness**9%
*“Not as sticky”*
**Value For Money**8%
*“Very expensive”*
**Functionality-Overall**5%
*“Did not work in the slightest”*
**Oily/Greasy**4%
*“too oily”*
**Moist/Dry**3%
*“Made my face extremely dry”*
**Smell**3%
*“Chemical smell”*
**Skin Health**3%
*“Super sensitive skin is annoying”*
**Allergies**3%
*“was itching after a little while”*
**Quality-Overall**3%
*“absolute trash”*
### **Top return reasons **
**Size-Overall**19%
**Functionality-Overall**18%
**Advertised Vs Actual Product**9%
**Adhesion/Stickiness**8%
**Oily/Greasy**5%
**Value For Money**4%
**Product Condition**4%
**Texture/Consistency-Overall**3%
**Color**3%
**Smell**2%
## **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.
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