---
title: "The Ordinary Serum Foundation — $34K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/the-ordinary-serum-foundation"
last_updated: "2026-08-09T16:35:48.418Z"
locale: en
meta:
description: "Niche score 29/100 · $34K/yr market · 405K searches/yr · $8.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 29/100 · $34K/yr market · 405K searches/yr · $8.96 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "The Ordinary Serum Foundation — $34K/yr Amazon US Niche (2026) - Flapen"
---
# **the ordinary serum foundation**
**Skip it**
Soft demand (-37.2% this quarter) — this niche doesn't clear our bar today.
Market size 9Growth 6Conversion 12Competition 24Returns 100Price range 8Avg price 25Brand share 21Review moat 18Quality gap 68
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****$8.96**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****92%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****16,225.64**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****0.9%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**36**
**Top-5 brand share**
**92%**
Top 20: 100%
**Top-5 click share**
**71%**
Top 20: 100%
**Open market**
**5%**
- 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.
18K13KSpike '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/the-ordinary-serum-foundation/trend)
## **Top the ordinary serum foundation search terms**
- **catrice foundation**110K/yr-16.8%2.1% conv. - **the ordinary serum foundation**99K/yr-45.1%0.2% conv. - **the ordinary foundation**51K/yr-41.9%0.1% conv. - **ordinary serum foundation**36K/yr-46.6%0.2% conv. - **ordinary foundation**29K/yr-39.2%0.1% conv. - **the ordinary foundation serum**22K/yr-46.1%0.3% conv. - **ordinary foundation serum**15K/yr-39.5%0.4% conv. - **tinted hydrator**12K/yr-4.8%4.4% conv. - **catrice hd liquid coverage foundation**19K/yr-19.0%2.8% conv. - **the ordinary tinted serum**4K/yr-45.2%0.5% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/the-ordinary-serum-foundation/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.
0%15%$5K30%$10K45%$16K60%$21K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Catrice | HD Liquid Coverage Foundation | 24H Wear Matte Finish High Coverage Waterproof Formula with Niacinamide | Vegan & Cruelty Free (010 | Light Beige)**Catrice Cosmetics**$9.68**4.2★19,602 rev](https://www.amazon.com/dp/B01LXJ0GF3) [2**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**$5.34**4.3★32,770 rev](https://www.amazon.com/dp/B08RRR61NB) [3**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**$9.82**4.4★4,594 rev](https://www.amazon.com/dp/B08CDP111L) [4**Catrice | HD Liquid Coverage Foundation | Flawless High Coverage | Vegan & Cruelty Free (032 | Nude Beige)**Catrice Cosmetics**$9.60**4.2★19,602 rev](https://www.amazon.com/dp/B07LHJDNZM) [5**The Ordinary Hyaluronic Acid 2% + B5 (with Ceramides) Multi-Depth Hydration Serum for Plumper Smoother Skin 1 Fl Oz**The Ordinary**$9.66**4.7★38,201 rev](https://www.amazon.com/dp/B01MYEZPC8)
**~~View all top sellers →~~**
### **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**$6.21**18 rev8mo ago](https://www.amazon.com/dp/B0FZVDRJM9) [**The Ordinary Soothing & Barrier Support Serum Redness-Reducing & Hydrating Solution with Centella Asiatica for Skin Barrier Repair 1 Fl Oz**The Ordinary**$15.89**1,886 rev2y ago](https://www.amazon.com/dp/B0CJ3CXTW6) [**Catrice | Soft Glam Filter Fluid | Luminous Make Up Base & Highlighter for Radiant Complexion | With Vitamin E & Squalene | Vegan & Cruelty Free (15 | Light)**Catrice Cosmetics**$9.30**1,714 rev2y ago](https://www.amazon.com/dp/B0CGGGHYTH) [**PHOERA Foundation Flawless Soft Matte Oil Control Liquid Foundation Full Coverage Face Makeup. (102# Nude)**Yaper**$9.84**1,299 rev4y ago](https://www.amazon.com/dp/B0B1Q1WN6N) [**NYX PROFESSIONAL MAKEUP Total Control Pro Drop Foundation Skin-True Buildable Coverage - Nutmeg**NYX PROFESSIONAL MAKEUP**$8.05**4,047 rev5y ago](https://www.amazon.com/dp/B08M5D7SM5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$6.21**4.0★**▲ 348%**](https://www.amazon.com/dp/B0FZVDRJM9) [**NYX PROFESSIONAL MAKEUP Total Control Pro Drop Foundation Skin-True Buildable Coverage - Nutmeg**NYX PROFESSIONAL MAKEUP**$8.05**4.1★**▲ 142%**](https://www.amazon.com/dp/B08M5D7SM5) [**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**$9.82**4.4★**▲ 74%**](https://www.amazon.com/dp/B08CDP111L) [**PHOERA Foundation Flawless Soft Matte Liquid Foundation 24 HR Oil Control Concealer Foundation Makeup. (1 Pcs-105- Sand)**Meifen**$9.79**4.4★**▲ 23%**](https://www.amazon.com/dp/B09TRDG6N6) [**The Ordinary Soothing & Barrier Support Serum Redness-Reducing & Hydrating Solution with Centella Asiatica for Skin Barrier Repair 1 Fl Oz**The Ordinary**$15.89**4.6★**▲ 15%**](https://www.amazon.com/dp/B0CJ3CXTW6)
**~~View all trending →~~**
## **What buyers say about the ordinary serum foundation**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Combination Skin**15%
*“super helpful for textured skin”*
**Value For Money**13%
*“Great Value”*
**Quality-Overall**12%
*“Plus, its very affordable for the quality you get”*
**Moist/Dry**10%
*“dries fast”*
**Soft Feel**5%
*“Goes on smooth”*
**Suitability Dry Skin**4%
*“Great for Dry Skin”*
**Absorbency**3%
*“absorbs well”*
**Weight Light**3%
*“Lightweight and Easy to Use Serum”*
**Suitability Oily Skin**3%
*“Helps with oily skin”*
**Coverage**2%
*“Full Coverage”*
### **What buyers complain about **
**Allergies**15%
*“Skin irritation”*
**Skin Health**8%
*“Burnt skin feeling”*
**Moist/Dry**8%
*“No hydration at all”*
**Functionality-Overall**5%
*“Doesn't do anything”*
**Suitability Dry Skin**5%
*“My face became more dry”*
**Smell**5%
*“No scent”*
**Adhesion/Stickiness**3%
*“Sticky and leaves a white residue”*
**Color**2%
*“Its a little too dark”*
**Thickness**2%
*“The consistency is pretty thick”*
**Durability**2%
*“Went bad after 1 month”*
### **Top return reasons **
**Color**41%
**Advertised Vs Actual Product**10%
**Functionality-Overall**8%
**Moist/Dry**5%
**Skin Health**4%
**Smell**4%
**Weight Light**3%
**Value For Money**2%
**Coverage**2%
**Suitability Dry Skin**2%
## **Common questions**
- **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.
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