Is under eye primer profitable to sell on Amazon United States?

The niche generates $83K/yr across 20 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -10.8%. Flapen's verdict: Skip it (39/100).

How competitive is the under eye primer niche?

11 brands and 63 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in under eye primer?

Top complaints mined from reviews: Functionality-Overall, Size-Overall, Value For Money. The return rate is 0.6%.

When does demand for under eye primer peak?

Demand peaks in Feb–Oct; the busiest month runs 2.5× the quietest.

What does it cost to enter the under eye primer niche?

Listings span $4.39–$22.52; the average listing price is $10.85 (sweet spot $15–$100). The average incumbent carries 8,126 reviews — the moat a new listing must climb.

under eye primer

Skip it

Soft demand (-10.8% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Okay3.7%

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

Price range

Okay$4.39–$22.52

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

Avg price

Okay$10.85

avg listing price — sweet spot $15–$100

Competition

Bad72%

top-5 click share — a locked-up shelf

Review moat

Bad8,125.7

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad91%

top-5 brand share — brand-locked demand

Market size

Bad$83K

$83K/yr · 206K searches

Growth

Bad-10.8%

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

According to Flapen's Amazon United States niche tracking, under eye primer is a $83K/yr Amazon United States market (206K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Feb–Oct. Verdict: Skip it — 39/100.

Data updated Jul 14, 2026 · scored weekly · How we score niches

under eye primer market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: $65K–$87K; units × avg price
Conversion rate: 3.7%
Avg BSR: #204
Page quality: 0%
Prime: 100%
Sponsored: 80%
Out of stock: 1.3%
Avg brand age: 56 months
Avg seller age: 130 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 falling

Sellers

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

Essence Cosmetics75%
Elizabeth Mott8%
MAYBELLINE3%
Milani3%
Revolution Skincare London2%
ColourPop2%
Open — no brand owns it (5 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.8% search growth over the last 90 days.

Peak months: Feb, Oct · busiest ÷ quietest = 2.5×

Open Trend

Top under eye primer search terms

essence foundation stick100K/yr -10.7%0.5% conv.
under eye primer32K/yr -20.7%4.0% conv.
essence jelly grip primer11K/yr +70.0%16.2% conv.
essence stick foundation15K/yr -34.5%0.3% conv.
jelly grip primer6K/yr +61.8%12.4% conv.
under eye primer for mature skin8K/yr -28.6%3.8% conv.
anti crease under eye primer5K/yr +10.0%3.0% conv.
undereye primer4K/yr -6.3%4.9% conv.
essence under eye brightener5K/yr -50.0%1.7% conv.
essence jelly grip3K/yr +42.4%13.9% conv.

All search terms

Top under eye 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.

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

All 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

essence | Jelly Grip Under Eye Primer Stick | Hydrates Cools & Grips for a Crease-Free Finish | Infused with Hyaluronic Acid and Panthenol | Vegan & Cruelty Free

Essence Cosmetics$4.644.2★2,432 rev

essence Coverstick - Matt Naturelle 10 - 0.2 Oz

Essence Cosmetics$7.454.3★644 rev

essence | Jelly Grip Hydrating Primer | Hydrates Skin & Grips Makeup for Long Lasting Performance | Vegan & Cruelty Free

Essence Cosmetics$5.614.4★4,016 rev

essence Coverstick - Matt Sand 20 - 0.2 Oz

Essence Cosmetics$8.034.3★1,800 rev

Elizabeth Mott Thank Me Later Under Eye Brightener Base Color-Correcting Base to Use Under Concealer Helps Concealer Apply Smoothly Wear Better & Cover Dark Circles More Evenly Pink 5ml

Elizabeth Mott$19.284.4★25,052 rev

Newest

by launch date

essence Jelly Grip Refreshing Aloe Spray Fixation Spray Transparent Moisturising Refreshing Radiant Fresh Vegan Oil-Free Alcohol-Free Paraben-Free Pack of 1 (50 ml)

Essence Cosmetics$5.60209 rev

8mo ago

Elizabeth Mott Thank Me Later Under Eye Brightener Base Color-Correcting Base to Use Under Concealer Helps Concealer Apply Smoothly Wear Better & Cover Dark Circles More Evenly Pink 5ml

Elizabeth Mott$19.2825,052 rev

11mo ago

Elizabeth Mott Thank Me Later Under Eye Brightener Base Color-Correcting Base to Use Under Concealer Helps Concealer Apply Smoothly Wear Better & Cover Dark Circles More Evenly Soft Pink 5ml

Elizabeth Mott$19.5425,052 rev

11mo ago

ColourPop Pretty Fresh Tinted Foundation Stick - Balm to Cream Foundation with Light to Medium Coverage - Infused with Hydrating Hyaluronic Acid Peptides & Niacinamide - Fair 4 (0.29 oz)

ColourPop$13.69116 rev

1y ago

essence | Jelly Grip Under Eye Primer Stick | Hydrates Cools & Grips for a Crease-Free Finish | Infused with Hyaluronic Acid and Panthenol | Vegan & Cruelty Free

Essence Cosmetics$4.642,432 rev

1y ago

What buyers say about under eye primer

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

What buyers love

Value For Money14%

“Decent price”

Quality-Overall13%

“Consistent product”

Moist/Dry7%

“It is moisturizing”

Soft Feel7%

“Soft skin”

Brightness/Shine/Glow5%

“gives you a lil glow”

Suitability Combination Skin4%

“Glides smoothly on the skin leaving a flawless finish”

Efficiency4%

“Satisfactory results”

Coverage4%

“Beautiful coverage”

Advertised Vs Actual Product3%

“As advertised”

Eyelash Quality3%

“Best eye primer ever”

What buyers complain about

Functionality-Overall17%

“Does not work on me”

Size-Overall7%

“container is small”

Value For Money6%

“Expensive”

Allergies5%

“Caused Rash”

Wrinkles5%

“Bags and wrinkles disappear”

Symptom Reduction4%

“Have not noticed much improvement - would not buy again”

Adhesion/Stickiness3%

“not sticky”

Color3%

“terrible color”

Moist/Dry3%

“not moisturizing enough”

Coverage3%

“did not cover dark circles”

Top return reasons

Size-Overall19%

Functionality-Overall18%

Advertised Vs Actual Product11%

Color8%

Product Condition4%

Adhesion/Stickiness4%