---
title: "Under Eye Primer — $83K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/beauty-personal-care/under-eye-primer"
last_updated: "2026-08-09T14:18:20.183Z"
locale: en
meta:
description: "Niche score 39/100 · $83K/yr market · 206K searches/yr · $10.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $83K/yr market · 206K searches/yr · $10.85 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Under Eye Primer — $83K/yr Amazon US Niche (2026) - Flapen"
---
# **under eye primer**
**Skip it**
Soft demand (-10.8% this quarter) — this niche doesn't clear our bar today.
Market size 21Growth 20Conversion 47Competition 23Returns 97Price range 41Avg price 40Brand share 22Review moat 23Quality gap 73
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****3.7%**
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**
**Bad****72%**
top-5 click share — a locked-up shelf
**Review moat**
**Bad****8,125.7**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****91%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**63**
**Top-5 brand share**
**91%**
Top 20: 100%
**Top-5 click share**
**72%**
Top 20: 100%
**Open market**
**7%**
- 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.
10K6KSpike '24Holiday '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Oct · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/us/beauty-personal-care/under-eye-primer/trend)
## **Top under eye primer search terms**
- **essence foundation stick**100K/yr-10.7%0.5% conv. - **under eye primer**32K/yr-20.7%4.0% conv. - **essence jelly grip primer**11K/yr+70.0%16.2% conv. - **essence stick foundation**15K/yr-34.5%0.3% conv. - **jelly grip primer**6K/yr+61.8%12.4% conv. - **under eye primer for mature skin**8K/yr-28.6%3.8% conv. - **anti crease under eye primer**5K/yr+10.0%3.0% conv. - **undereye primer**4K/yr-6.3%4.9% conv. - **essence under eye brightener**5K/yr-50.0%1.7% conv. - **essence jelly grip**3K/yr+42.4%13.9% conv. [**All search terms **](https://flapen.com/research/us/beauty-personal-care/under-eye-primer/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.
0%10%$8K20%$17K30%$25K40%$33K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$4.64**4.2★2,432 rev](https://www.amazon.com/dp/B0D6NFSSHD) [2**essence Coverstick - Matt Naturelle 10 - 0.2 Oz**Essence Cosmetics**$7.45**4.3★644 rev](https://www.amazon.com/dp/B06X99Q1ZH) [3**essence | Jelly Grip Hydrating Primer | Hydrates Skin & Grips Makeup for Long Lasting Performance | Vegan & Cruelty Free**Essence Cosmetics**$5.61**4.4★4,016 rev](https://www.amazon.com/dp/B0CQKFTGH1) [4**essence Coverstick - Matt Sand 20 - 0.2 Oz**Essence Cosmetics**$8.03**4.3★1,800 rev](https://www.amazon.com/dp/B06WWCHQJS) [5**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**$19.28**4.4★25,052 rev](https://www.amazon.com/dp/B0FKC1H1WZ)
**~~View all top sellers →~~**
### **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**$5.60**209 rev8mo ago](https://www.amazon.com/dp/B0FK5LW6S9) [**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**$19.28**25,052 rev11mo ago](https://www.amazon.com/dp/B0FKC1H1WZ) [**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**$19.54**25,052 rev11mo ago](https://www.amazon.com/dp/B0FKBY7VYY) [**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**$13.69**116 rev1y ago](https://www.amazon.com/dp/B0F5CF68WB) [**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**$4.64**2,432 rev1y ago](https://www.amazon.com/dp/B0D6NFSSHD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Milani Conceal + Perfect Blur Out Skin Tint Stick - Light to Medium Coverage Tinted Moisturizer Stick with Vitamin C & E - Soft Matte Pore Blurring Natural Finish 05-Light Warm**Milani**$15.99**4.1★**▲ 224%**](https://www.amazon.com/dp/B0DHSXVMPD) [**Makeup Revolution Fast Base Stick Foundation Contour & Highlight Flawless Skin & Matte Finish F3 for Fair Skin Tones with Pink Undertone Vegan & Cruelty-Free 0.21 Oz**Revolution Skincare London**$7.22**4.3★**▲ 109%**](https://www.amazon.com/dp/B07B6D2S9L) [**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**$5.60**4.4★**▲ 105%**](https://www.amazon.com/dp/B0FK5LW6S9) [**essence | Baby Got Blush Stick | Easy to Apply & Blend Pigmented Cream Blush Stick | Vegan & Cruelty Free | Free From Gluten Parabens Preservatives & Microplastic Particles (40 | Sweets & Roses)**Essence Cosmetics**$4.39**4.3★**▲ 52%**](https://www.amazon.com/dp/B0D6NDR12R) [**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**$19.54**4.4★**▲ 49%**](https://www.amazon.com/dp/B0FKBY7VYY)
**~~View all trending →~~**
## **What buyers say about under eye primer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**14%
*“Decent price”*
**Quality-Overall**13%
*“Consistent product”*
**Moist/Dry**7%
*“It is moisturizing”*
**Soft Feel**7%
*“Soft skin”*
**Brightness/Shine/Glow**5%
*“gives you a lil glow”*
**Suitability Combination Skin**4%
*“Glides smoothly on the skin leaving a flawless finish”*
**Efficiency**4%
*“Satisfactory results”*
**Coverage**4%
*“Beautiful coverage”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Eyelash Quality**3%
*“Best eye primer ever”*
### **What buyers complain about **
**Functionality-Overall**17%
*“Does not work on me”*
**Size-Overall**7%
*“container is small”*
**Value For Money**6%
*“Expensive”*
**Allergies**5%
*“Caused Rash”*
**Wrinkles**5%
*“Bags and wrinkles disappear”*
**Symptom Reduction**4%
*“Have not noticed much improvement - would not buy again”*
**Adhesion/Stickiness**3%
*“not sticky”*
**Color**3%
*“terrible color”*
**Moist/Dry**3%
*“not moisturizing enough”*
**Coverage**3%
*“did not cover dark circles”*
### **Top return reasons **
**Size-Overall**19%
**Functionality-Overall**18%
**Advertised Vs Actual Product**11%
**Color**8%
**Product Condition**4%
**Adhesion/Stickiness**4%
**Moist/Dry**3%
**Value For Money**3%
**Coverage**3%
**Texture/Consistency-Overall**3%
## **Common questions**
- **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.
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