Is the ordinary serum foundation profitable to sell on Amazon United States?

The niche generates $34K/yr across 14 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -37.2%. Flapen's verdict: Skip it (29/100).

How competitive is the the ordinary serum foundation niche?

8 brands and 36 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in the ordinary serum foundation?

Top complaints mined from reviews: Allergies, Skin Health, Moist/Dry. The return rate is 0.1%.

What does it cost to enter the the ordinary serum foundation niche?

Listings span $5.34–$15.89; the average listing price is $8.96 (sweet spot $15–$100). The average incumbent carries 16,226 reviews — the moat a new listing must climb.

the ordinary serum foundation

Skip it

Soft demand (-37.2% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Avg price

Okay$8.96

avg listing price — sweet spot $15–$100

Competition

Bad71%

top-5 click share — a locked-up shelf

Brand share

Bad92%

top-5 brand share — brand-locked demand

Review moat

Bad16,225.64

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad0.9%

search→purchase rate — share of searches ending in a sale

Market size

Bad$34K

$34K/yr · 405K searches

Price range

Bad$5.34–$15.89

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Bad-37.2%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United States niche tracking, the ordinary serum foundation is a $34K/yr Amazon United States market (405K searches/yr). The top 5 brands hold 92% of demand. Verdict: Skip it — 29/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

the ordinary serum foundation market data

Units sold / yr: 5K–6K; avg 100–250/product
Revenue / yr: $45K–$54K; units × avg price
Conversion rate: 0.9%
Avg BSR: #117
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 12.4%
Avg brand age: 59 months
Avg seller age: 126 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 rising

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

Catrice Cosmetics57%
The Ordinary14%
wet n wild10%
Phoera6%
Meifen4%
Yaper3%
Open — no brand owns it (2 brands, 5%)

Demand

Weekly Amazon search volume, last 24 weeks — -37.2% search growth over the last 90 days.

Open Trend

Top the ordinary serum foundation search terms

catrice foundation110K/yr -16.8%2.1% conv.
the ordinary serum foundation99K/yr -45.1%0.2% conv.
the ordinary foundation51K/yr -41.9%0.1% conv.
ordinary serum foundation36K/yr -46.6%0.2% conv.
ordinary foundation29K/yr -39.2%0.1% conv.
the ordinary foundation serum22K/yr -46.1%0.3% conv.
ordinary foundation serum15K/yr -39.5%0.4% conv.
tinted hydrator12K/yr -4.8%4.4% conv.
catrice hd liquid coverage foundation19K/yr -19.0%2.8% conv.
the ordinary tinted serum4K/yr -45.2%0.5% conv.

All search terms

Top the ordinary serum foundation 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Catrice | HD Liquid Coverage Foundation | 24H Wear Matte Finish High Coverage Waterproof Formula with Niacinamide | Vegan & Cruelty Free (010 | Light Beige)

Catrice Cosmetics$9.684.2★19,602 rev

wet n wild Bare Focus Tinted Hydrator Tinted Skin Veil Lightweight Buildable Coverage with Hyaluronic Acid & Vegan Squalane Sheer-to-Medium Coverage Semi-Matte Finish Cruelty-Free - Light Medium

wet n wild$5.344.3★32,770 rev

PHOERA Foundation Makeup Flawless Soft Matte Oil Control Liquid Foundation Full Coverage Mattle Oil-Control Concealer for Older Women Great Choice For Gift (#102 Nude)

Phoera$9.824.4★4,594 rev

Catrice | HD Liquid Coverage Foundation | Flawless High Coverage | Vegan & Cruelty Free (032 | Nude Beige)

Catrice Cosmetics$9.604.2★19,602 rev

The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 1 Fl Oz

The Ordinary$9.664.7★38,201 rev

Newest

by launch date

Angled Flat Kabuki Foundation Brush for Liquid Makeup PRO Curve Face Kabuki Foundation Concealer & Contour Brush Makeup Brush for Seamless Blend Vegan Kabuki Brush (Bronze)

Diryi$6.2118 rev

8mo ago

The Ordinary Soothing & Barrier Support Serum Redness-Reducing & Hydrating Solution with Centella Asiatica for Skin Barrier Repair 1 Fl Oz

The Ordinary$15.891,886 rev

2y ago

Catrice Cosmetics$9.301,714 rev

2y ago

PHOERA Foundation Flawless Soft Matte Oil Control Liquid Foundation Full Coverage Face Makeup. (102# Nude)

Yaper$9.841,299 rev

4y ago

NYX PROFESSIONAL MAKEUP Total Control Pro Drop Foundation Skin-True Buildable Coverage - Nutmeg

NYX PROFESSIONAL MAKEUP$8.054,047 rev

5y ago

What buyers say about the ordinary serum foundation

What buyers praise and complain about, mined from review topics.

What buyers love

Suitability Combination Skin15%

“super helpful for textured skin”

Value For Money13%

“Great Value”

Quality-Overall12%

“Plus, its very affordable for the quality you get”

Moist/Dry10%

“dries fast”

Soft Feel5%

“Goes on smooth”

Suitability Dry Skin4%

“Great for Dry Skin”

Absorbency3%

“absorbs well”

Weight Light3%

“Lightweight and Easy to Use Serum”

Suitability Oily Skin3%

“Helps with oily skin”

Coverage2%

“Full Coverage”

What buyers complain about

Allergies15%

“Skin irritation”

Skin Health8%

“Burnt skin feeling”

Moist/Dry8%

“No hydration at all”

Functionality-Overall5%

“Doesn't do anything”

Suitability Dry Skin5%

“My face became more dry”

Smell5%

“No scent”

Adhesion/Stickiness3%

“Sticky and leaves a white residue”

Color2%

“Its a little too dark”

Thickness2%

“The consistency is pretty thick”

Durability2%

“Went bad after 1 month”

Top return reasons

Color41%

Advertised Vs Actual Product10%

Functionality-Overall8%

Moist/Dry5%

Skin Health4%

Smell4%