primer
Worth a lookShows a $5.7M/yr market, but a deep review moat (20,094 avg reviews) keeps it on the watch list.
Market size
Incredible$5.7M$5.7M/yr · 6.5M searches
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Great8.4%search→purchase rate — share of searches ending in a sale
Price range
Okay$5.61–$23.90cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay$10.47avg listing price — sweet spot $15–$100
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Growth
Bad-3.3%90-day search growth — must beat 0% to launch
Brand share
Bad91%top-5 brand share — brand-locked demand
Review moat
Bad20,093.73avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, primer is a $5.7M/yr Amazon United States market (6.5M searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Mar–Apr. Verdict: Worth a look — 52/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
primer market data
- Units sold / yr
- 500K–600K
- avg 30,000–40,000/product
- Revenue / yr
- $5.2M–$6.3M
- units × avg price
- Conversion rate
- 8.4%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 93%
- Out of stock
- 0.0%
- Avg brand age
- 65 months
- Avg seller age
- 131 days
Competition & brand share
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
8 rising
Sellers
76
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
68%
Top 20: 100%
Open market
5%
- e.l.f.70%
- Smashbox7%
- NYX PROFESSIONAL MAKEUP5%
- MAYBELLINE4%
- Essence Cosmetics4%
- Xiuxixu3%
- Open — no brand owns it (2 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.3% search growth over the last 90 days.Peak months: Mar, Apr · busiest ÷ quietest = 2.1×
Top primer search terms
- primer1.9M/yr
- elf primer1.5M/yr
- primer for face before makeup651K/yr
- makeup primer541K/yr
- elf power grip primer299K/yr
- face primer319K/yr
- primer face makeup253K/yr
- face primer for makeup142K/yr
- blurring primer122K/yr
- elf primer power grip119K/yr
Top 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
e.l.f. Power Grip Primer Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free 0.811 Fl Oz
e.l.f.$10.384.6★42,135 rev
e.l.f. Power Grip Primer + 4% Niacinamide Gel-Based & Hydrating Face Primer Helps Visibly Even Skin & Brighten Grips Makeup Vegan & Cruelty-Free 0.811 Fl Oz
e.l.f.$10.294.6★14,464 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
e.l.f. Power Grip Primer Mini Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free Travel Size
e.l.f.$6.094.6★42,135 rev
NYX PROFESSIONAL MAKEUP The Face Glue Gripping Primer Hydrating Makeup Primer with Up To 24HR Wear Vegan & Cruelty Free
NYX PROFESSIONAL MAKEUP$8.094.5★6,528 rev
Newest
by launch date
e.l.f. Power Grip Primer Jumbo Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free 2.5 oz
e.l.f.$23.9042,135 rev
3 In 1Primer for Face Before Makeup Sunscreen Isolation Cream SPF 50 One Step Color Corrector Face Primer Blurs Imperfections Oil Control & Moisturizing Skin Tone Correcting Radiance Skin
Xiuxixu$7.464,325 rev
Maybelline Grippy Serum Primer Hydrating Makeup Primer with 2% Niacinamide For Up To 24HR Make Up Wear Clear 1 Count
MAYBELLINE$8.992,388 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
e.l.f. Power Grip Primer Mini Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup Moisturizing & Priming Vegan & Cruelty-Free Travel Size
e.l.f.$6.0942,135 rev
Trending
90-day click momentumSmashbox 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★
3 In 1Primer for Face Before Makeup Sunscreen Isolation Cream SPF 50 One Step Color Corrector Face Primer Blurs Imperfections Oil Control & Moisturizing Skin Tone Correcting Radiance Skin
Xiuxixu$7.464.5★
TOUCH IN SOL No Poreblem Primer Pore Primer for Korean Makeup Mattifying Primer for Oily Skin Pore Eraser for Large Pores Blurring Finish from K Beauty (1.01 fl.oz/30ml)
TOUCH IN SOL$13.634.3★
e.l.f. Liquid Poreless Putty Primer Lightweight Face Primer For Long-lasting Makeup Wear Creates A Smooth Complexion Vegan & Cruelty-free
e.l.f.$10.274.4★
essence | Jelly Grip Hydrating Primer | Hydrates Skin & Grips Makeup for Long Lasting Performance | Vegan & Cruelty Free
Essence Cosmetics$5.614.4★
What buyers say about primer
What buyers praise and complain about, mined from review topics.What buyers love
“Quality product with good benefits”
“Makes my skin look great”
“Goes on smooth”
“Good price”
“Its hydrating”
“Lightweight and breathable”
“It adheres well”
“This is a wonderful primer for dry skin”
“This is a great full coverage primer”
“It stays all day”
What buyers complain about
“did the test run it didnt stick”
“Little small”
“Expensive”
“It does not work well”
“Irritates skin”
“Chemical smell”
“It doesn't cover anything”
“slightly oily skin”
“No hydration”
“Pale”
Top return reasons
Common questions
- Is primer profitable to sell on Amazon United States?
- The niche generates $5.7M/yr across 15 tracked products. 90-day search growth is -3.3%. Flapen's verdict: Worth a look (52/100).
- How competitive is the primer niche?
- 8 brands and 76 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in primer?
- Top complaints mined from reviews: Adhesion/Stickiness, Size-Overall, Value For Money. The return rate is 0.7%.
- When does demand for primer peak?
- Demand peaks in Mar–Apr; the busiest month runs 2.1× the quietest.
- What does it cost to enter the primer niche?
- Listings span $5.61–$23.90; the average listing price is $10.47 (sweet spot $15–$100). The average incumbent carries 20,094 reviews — the moat a new listing must climb.