Face Primer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Primer sales on Amazon US totaled 428,000 units in July 2026 (▼ 32.7% vs. the prior month), generating an estimated $7,598,260 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 49.1% of unit volume and 52.5% of revenue, while a typical listing is priced at $16.43. The keyword itself pulled 21,307 Amazon queries over the same period (▲ 10.7% MoM).
Zooming out to the 12-month window ending July 2026, the face primer Top 50 moved 4,805,300 units and $83,414,328 in cumulative sales — an average of 400,442 units and $6,951,194 per month. Monthly throughput topped out at 636,000 units in June 2026 and dipped to 289,100 in September 2025, leaving the latest reading 32.7% higher than August 2025.
Face 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
428K
▼ 32.7% MoM
Monthly Revenue 2026/07
$7.6M
▼ 41.4% MoM
Top 10 Market Share 2026/07
49.1%
Face Primer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face 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 7.0% of every unit tracked in this report.
The Top 10 ASINs account for 210,000 units and $3,985,400 in July 2026 — 49.1% of unit volume and 52.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Primer' on Amazon
July 2026
Is 49.1% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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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
B0DM4D187H
Palladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
30K
▲ 200.0%vs. prior month
$367.5K
latest month
12-month trend
B0GF86QJK7
BIODANCE Collagen Peptides Jelly Serum Mist, Hydrating Face Mist, Plumping, Anti-Aging Face Spray, Sprayable Hydrogel, Travel Essentials & Self Care Gifts for Women, Korean Skin Care | 1.69 fl.oz
30K
▼ 40.0%vs. prior month
$506.1K
latest month
12-month trend
B0G1VBDXYF
Luxe Color Changing Foundation – Medium
20K
▼ 33.3%vs. prior month
$601K
latest month
12-month trend
B0G1T61T7X
PRIME PROMETICS Color Changing Foundation for Mature Women | Instantly Adapts to Your Skin Tone, Buildable Light-to-Medium Coverage, 12-Hour Wear, Natural Dewy Finish, Hypoallergenic
20K
▲ 0.0%vs. prior month
$880K
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
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Face Primer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing face primer brand in July 2026, moving 50,000 units across 2 ASINs for 23.8% of Top 10 volume. Palladio follows with 30,000 units (14.3%), ahead of BIODANCE on 30,000 units (14.3%).
Volume is spread across 9 brands, with the top three holding 52.4% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $10.00 to $16.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
2 ASINs in Top 10
23.8%
Units
50K
Revenue
$499.6K
Avg. price
$10.00
B09XMYFTB7
$10.00·★4.6·43K 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 sold30KB0CXQR14J3
$10.00·★4.6·10.2K revse.l.f. Power Grip Dewy Setting Spray
Units sold20K
Palladio
1 ASIN in Top 10
14.3%
Units
30K
Revenue
$367.5K
Avg. price
$12.59
B0DM4D187H
$12.59·★4.1·6.9K revsPalladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
Units sold30K
BIODANCE
1 ASIN in Top 10
14.3%
Units
30K
Revenue
$506.1K
Avg. price
$16.99
B0GF86QJK7
$16.99·★4.5·3.9K revsBIODANCE Collagen Peptides Jelly Serum Mist, Hydrating Face Mist, Plumping, Anti-Aging Face Spray, Sprayable Hydrogel, Travel Essentials & Self Care Gifts for Women, Korean Skin Care | 1.69 fl.oz
Units sold30K
Trending Face 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: B0DM4D187H booked 30K units at $12.59, with ▲ 200.0% MoM change.
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.
B0DM4D187H
Palladio Under Eye Brightener, Conceal, Brightens, Reduces Appearance of Dark Circles, With Caffeine Peptides & Vitamin E, Tired Skin Color Correcting Brightener & Primer, Light to Medium (Soft Pink)
Price
$12.59
Rating
4.1
Reviews
6.9K
Latest month sales
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