Foundation Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Foundation sales on Amazon US totaled 235,500 units in July 2026 (▼ 33.5% vs. the prior month), generating an estimated $4,703,140 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 58.2% of unit volume and 67.7% of revenue, while a typical listing is priced at $17.64. The keyword itself pulled 332,952 Amazon queries over the same period (▲ 24.2% MoM).
Zooming out to the 12-month window ending July 2026, the foundation Top 50 moved 3,005,800 units and $55,332,583 in cumulative sales — an average of 250,483 units and $4,611,049 per month. Monthly throughput topped out at 354,000 units in June 2026 and dipped to 163,500 in May 2026, leaving the latest reading 18.8% higher than August 2025.
Foundation 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
235.5K
▼ 33.5% MoM
Monthly Revenue 2026/07
$4.7M
▼ 40.3% MoM
Top 10 Market Share 2026/07
58.2%
Foundation Market Share & Sales Concentration on Amazon US — July 2026
The most-sold foundation 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 12.7% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 137,000 units and $3,183,040 in July 2026 — 58.2% of unit volume and 67.7% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Foundation' on Amazon
July 2026
Is 58.2% 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
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
B0G1VBDXYF
Luxe Color Changing Foundation – Medium
20K
▼ 33.3%vs. prior month
$601K
latest month
12-month trend
B0GN8JW57H
Smooche Color Changing Foundation - Skin Tone Adapting Liquid Foundation for Women, Self Adjusting Natural Finish, Blurs Imperfections & Fine Lines, SPF 15, All Skin Types, 1.01 Fl Oz
10K
▲ 0.0%vs. prior month
$422.3K
latest month
12-month trend
B000IEMGGE
LAURA GELLER Baked Balance-n-Brighten Powder Foundation – Fair
10K
▼ 66.7%vs. prior month
$259.7K
latest month
12-month trend
B002BADJVE
MISSHA M Perfect Cover BB Cream No.23 Natural Beige SPF 42 PA+++ 1.69 oz | Light-medium cool-neutral skin; tinted moisturizer for face, buildable coverage, smooth natural finish, daily wear
10K
▲ 0.0%vs. prior month
$142.2K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Foundation Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing foundation brand in July 2026, moving 30,000 units across 1 ASIN for 21.9% of Top 10 volume. PRIME PROMETICS follows with 20,000 units (14.6%), ahead of Luxe Cosmetics on 20,000 units (14.6%).
Volume is spread across 8 brands, with the top three holding 51.1% 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 $44.00, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
e.l.f.
1 ASIN in Top 10
21.9%
Units
30K
Revenue
$300K
Avg. price
$10.00
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 sold30K
PRIME PROMETICS
1 ASIN in Top 10
14.6%
Units
20K
Revenue
$880K
Avg. price
$44.00
B0G1T61T7X
$44.00·★3.8·3.6K revsPRIME 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
Units sold20K
Luxe Cosmetics
1 ASIN in Top 10
14.6%
Units
20K
Revenue
$601K
Avg. price
$20.00
B0G1VBDXYF
$20.00·★4.0·3.3K revsLuxe Color Changing Foundation – Medium
Units sold20K
Trending Foundation 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: B07WSXP8D3 booked 7K units at $14.90, with ▼ 22.2% MoM change. On the growth side, B0BZQM44F7 leads positive momentum with ▲ 100.0% MoM growth on 2K 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.
B07WSXP8D3
MISSHA M Perfect Cover BB Cream No.27 Honey Beige SPF 42 PA+++ 1.69 oz | Medium neutral-warm skin; tinted moisturizer for face, buildable coverage, smooth natural finish, daily wear
Price
$14.90
Rating
4.4
Reviews
3.4K
Latest month sales
B0BZQM44F7
Maybelline Super Stay Up to 24HR Skin Tint, Radiant Light-to-Medium Coverage Foundation, Makeup Infused With Vitamin C, 220, 1 Count
Price
$13.98
Rating
4.6
Reviews
1.1K
Latest month sales
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