primer serum
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Great7.7%search→purchase rate — share of searches ending in a sale
Market size
Good$779K$779K/yr · 703K searches
Avg price
Good$14.48avg listing price — sweet spot $15–$100
Price range
Good$5.61–$33.44cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+13.0%90-day search growth — must beat 0% to launch
Review moat
Bad8,522.22avg incumbent reviews — the moat a new listing must climb
Competition
Bad88%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, primer serum is a $779K/yr Amazon United States market (703K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Mar–Apr–May–Jun. Verdict: Skip it — 49/100.
Data updated Jul 15, 2026 · scored weekly · How we score niches
primer serum market data
- Units sold / yr
- 60K–80K
- avg 6,000–8,000/product
- Revenue / yr
- $869K–$1.2M
- units × avg price
- Conversion rate
- 7.7%
- Avg BSR
- #26
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 67%
- Out of stock
- 0.0%
- Avg brand age
- 54 months
- Avg seller age
- 131 days
Competition & brand share
The top 5 products capture 88% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 flat
Sellers
56
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
88%
Top 20: 100%
Open market
0%
- MAYBELLINE55%
- Milk Makeup31%
- e.l.f.7%
- NYX PROFESSIONAL MAKEUP4%
- Essence Cosmetics3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +13.0% search growth over the last 90 days.Peak months: Mar, Apr, May, Jun · busiest ÷ quietest = 4.1×
Top primer serum search terms
- milk primer137K/yr
- maybelline primer102K/yr
- maybelline grippy serum primer81K/yr
- milk hydro grip primer73K/yr
- grippy primer47K/yr
- grip primer45K/yr
- milk makeup hydro grip primer45K/yr
- gripping primer26K/yr
- maybelline grippy primer15K/yr
- milk primer hydro grip25K/yr
Top primer serum 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 9 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Maybelline Grippy Serum Primer Hydrating Makeup Primer with 2% Niacinamide For Up To 24HR Make Up Wear Clear 1 Count
MAYBELLINE$8.994.6★2,388 rev
Milk Makeup Hydro Grip Primer with Hyaluronic Acid + Niacinamide Hydrating Face Primer Grips Makeup for Up to 12 Hours Silicone-Free Lightweight Gel with Dewy Finish 0.33 oz
Milk Makeup$18.714.4★5,195 rev
Milk Makeup Hydro Grip Primer with Hyaluronic Acid + Niacinamide Hydrating Face Primer Grips Makeup for Up to 12 Hours Silicone-Free Lightweight Gel with Dewy Finish 1.52 oz
Milk Makeup$33.444.4★5,195 rev
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
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 dateMaybelline Grippy Serum Primer Hydrating Makeup Primer with 2% Niacinamide For Up To 24HR Make Up Wear Clear 1 Count
MAYBELLINE$8.992,388 rev
Maybelline Poreless Jelly Primer Hydrating Blurring Makeup Primer with 2% Niacinamide For Up To 24HR Make Up Wear Clear 1 Count
MAYBELLINE$8.681,046 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
Milk Makeup Hydro Grip + Glow Primer with Hyaluronic Acid Illuminating Face Primer Grips Makeup for Up to 12 Hours Silicone-Free Hydrating Formula with Radiant Golden Finish 1 oz
Milk Makeup$26.49338 rev
essence | Jelly Grip Hydrating Primer | Hydrates Skin & Grips Makeup for Long Lasting Performance | Vegan & Cruelty Free
Essence Cosmetics$5.614,016 rev
Trending
90-day click momentumMaybelline Grippy Serum Primer Hydrating Makeup Primer with 2% Niacinamide For Up To 24HR Make Up Wear Clear 1 Count
MAYBELLINE$8.994.6★
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★
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★
essence | Jelly Grip Hydrating Primer | Hydrates Skin & Grips Makeup for Long Lasting Performance | Vegan & Cruelty Free
Essence Cosmetics$5.614.4★
Milk Makeup Hydro Grip Primer with Hyaluronic Acid + Niacinamide Hydrating Face Primer Grips Makeup for Up to 12 Hours Silicone-Free Lightweight Gel with Dewy Finish 0.33 oz
Milk Makeup$18.714.4★
What buyers say about primer serum
What buyers praise and complain about, mined from review topics.What buyers love
“This is a great, affordable product”
“Good for the price”
“Good for sensitive skin”
“Its hydrating”
“It adheres well”
“So Smooth”
“it stays on all day”
“Good for dry/combo skin”
“Does what it says”
“I also like that it feels lightweight”
What buyers complain about
“this is sooo sticky”
“No grip”
“Felt drying”
“It didn't work well”
“very small”
“Too expensive”
“which probably means I am allergic to it”
“The quality you get for this price is unmatched”
“Has a very chemical smell”
“Worst primer for combination skin”
Top return reasons
Common questions
- Is primer serum profitable to sell on Amazon United States?
- The niche generates $779K/yr across 9 tracked products. 90-day search growth is +13.0%. Flapen's verdict: Skip it (49/100).
- How competitive is the primer serum niche?
- 5 brands and 56 sellers compete. The top 5 products take 88% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in primer serum?
- Top complaints mined from reviews: Adhesion/Stickiness, Grip, Moist/Dry. The return rate is 0.7%.
- When does demand for primer serum peak?
- Demand peaks in Mar–Apr–May–Jun; the busiest month runs 4.1× the quietest.
- What does it cost to enter the primer serum niche?
- Listings span $5.61–$33.44; the average listing price is $14.48 (sweet spot $15–$100). The average incumbent carries 8,522 reviews — the moat a new listing must climb.