Elf Primer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Elf Primer sales on Amazon US totaled 374,000 units in July 2026 (▼ 10.3% vs. the prior month), generating an estimated $3,418,360 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 40.1% of unit volume and 40.0% of revenue, while a typical listing is priced at $9.41. The keyword itself pulled 159,251 Amazon queries over the same period (▲ 18.6% MoM).
Zooming out to the 12-month window ending July 2026, the elf primer Top 50 moved 4,282,950 units and $42,387,463 in cumulative sales — an average of 356,913 units and $3,532,289 per month. Monthly throughput topped out at 417,000 units in June 2026 and dipped to 234,000 in May 2026, leaving the latest reading 10.7% higher than August 2025.
Elf Primer Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
374K
▼ 10.3% MoM
Monthly Revenue 2026/07
$3.4M
▼ 17.6% MoM
Top 10 Market Share 2026/07
40.1%
Elf Primer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold elf primer listing on Amazon US in July 2026 is ASIN B09XMYFTB7 (Brand: e.l.f.), which sold 30,000 units at $10.00 apiece — equal to 8.0% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 150,000 units and $1,368,000 in July 2026 — 40.1% of unit volume and 40.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Elf Primer' on Amazon
July 2026
Is 40.1% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B09XMYFTB7
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
30K
▼ 25.0%vs. prior month
$300K
latest month
12-month trend
B01N9KIKZA
Milani Setting Spray + Primer, Make It Last Original Natural Finish | 3-In-1 Prime + Hydrate + Set. Up To 24 Hour Wear. Nourishing And Long-Wearing With A Natural Finish. Cruelty-Free
20K
▲ 0.0%vs. prior month
$216K
latest month
12-month trend
B07PBQZ3KF
e.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Blonde, 0.006 Oz
20K
▲ 0.0%vs. prior month
$60K
latest month
12-month trend
B0CXQR14J3
e.l.f. Power Grip Dewy Setting Spray, Ultra Fine Mist Made With Hyaluronic Acid, Grips Makeup For A Hydrated-Looking, Dewy Finish, Vegan & Cruelty-Free
20K
▲ 0.0%vs. prior month
$199.6K
latest month
12-month trend
B0BSP2J3BH
e.l.f. Clear Lash & Brow Mascara Gel, Dual-Sided Flexible Hold, Long-Lasting Clear Formula for Natural-Looking Brows & Defined Lashes
10K
▲ 0.0%vs. prior month
$50K
latest month
12-month trend
B08SXRSYSL
LAURA GELLER Spackle Makeup Primer - Hydrate - Super-Size 2 Fl Oz
10K
▲ 0.0%vs. prior month
$205.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Elf Primer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing elf primer brand in July 2026, moving 110,000 units across 7 ASINs for 73.3% of Top 10 volume. Milani follows with 20,000 units (13.3%), ahead of LAURA GELLER NEW YORK on 10,000 units (6.7%).
With 4 brands splitting the Top 10 and 93.3% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $6.86 to $15.20, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
7 ASINs in Top 10
73.3%
Units
110K
Revenue
$809.5K
Avg. price
$6.86
B09XMYFTB7
$10.00·★4.6·42.9K revse.l.f. Power Grip Primer, Gel-Based & Hydrating Face Primer for Smoothing Skin & Gripping Makeup, Moisturizing & Priming, Vegan & Cruelty-Free, 0.811 Fl Oz
Units sold30KB07PBQZ3KF
$3.00·★4.5·71.5K revse.l.f. Instant Lift Brow Pencil, Dual-Sided, Precise, Fine Tip, Shapes, Defines, Fills Brows, Contours, Combs, Tames, Blonde, 0.006 Oz
Units sold20KB0CXQR14J3
$10.00·★4.6·10.1K revse.l.f. Power Grip Dewy Setting Spray, Ultra Fine Mist Made With Hyaluronic Acid, Grips Makeup For A Hydrated-Looking, Dewy Finish, Vegan & Cruelty-Free
Units sold20KB0BSP2J3BH
$5.00·★4.5·28.8K revse.l.f. Clear Lash & Brow Mascara Gel, Dual-Sided Flexible Hold, Long-Lasting Clear Formula for Natural-Looking Brows & Defined Lashes
Units sold10KB0B42ZB835
$6.00·★4.5·14.3K revse.l.f. Brow Lift, Clear Eyebrow Shaping Wax For Holding Brows In Place, Creates A Fluffy Feathered Look, Vegan & Cruelty-Free, Clear
Units sold10KB0BQQS5GBQ
$10.00·★4.6·14.8K revse.l.f. Power Grip Primer + 4% Niacinamide, Gel-Based & Hydrating Face Primer, Helps Visibly Even Skin & Brighten, Grips Makeup, Vegan & Cruelty-Free, 0.811 Fl Oz
Units sold10KB0BSP38HYN
$4.00·★4.1·6.1K revse.l.f. Camo Color Corrector for Dark Circles, Hydrating Under-Eye Brightening Concealer, Neutralizes Discoloration, Infused with Hyaluronic Acid, Peach
Units sold10K
Milani
1 ASIN in Top 10
13.3%
Units
20K
Revenue
$216K
Avg. price
$10.49
B01N9KIKZA
$10.49·★4.5·36.3K revsMilani Setting Spray + Primer, Make It Last Original Natural Finish | 3-In-1 Prime + Hydrate + Set. Up To 24 Hour Wear. Nourishing And Long-Wearing With A Natural Finish. Cruelty-Free
Units sold20K
LAURA GELLER NEW YORK
1 ASIN in Top 10
6.7%
Units
10K
Revenue
$205.9K
Avg. price
$15.20
B08SXRSYSL
$15.20·★4.4·6.9K revsLAURA GELLER Spackle Makeup Primer - Hydrate - Super-Size 2 Fl Oz
Units sold10K
Trending Elf Primer Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B0BT1D5J52 booked 10K units at $14.99, with ▲ 0.0% MoM change. On the growth side, B0GVGCC3CQ leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B0CBR45CS7 close behind at ▲ 33.3% MoM on 4K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B0BT1D5J52
TIRTIR Mask Fit Make-up Fixer | 24H Transfer-Resistant Lightweight Non-Greasy Makeup Setting Spray 2.7 Fl Oz
Price
$14.99
Rating
4.4
Reviews
5.5K
Latest month sales
B0GVGCC3CQ
e.l.f. SKIN Glass Slick Serum Stick | Balm Face Serum, Helps Visibly Plump & Smooth Complexion with Nourishing Peptides, Vegan & Cruelty-Free
Price
$11.97
Rating
4.3
Reviews
144
Latest month sales
B0CBR45CS7
e.l.f. Putty Color-Correcting Eye Brightener, Fair | Under-eye Brightener & Primer Reduces Appearance Of Dark Circles, Vegan & Cruelty-Free
Unlock to view ASIN details and product titles
Price
$6.00
Rating
4.2
Reviews
3.5K
Latest month sales
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