Makeup Primer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Makeup Primer sales on Amazon US totaled 464,000 units in July 2026 (▼ 30.3% vs. the prior month), generating an estimated $7,825,740 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 49.6% of unit volume and 51.5% of revenue, while a typical listing is priced at $16.11. The keyword itself pulled 38,217 Amazon queries over the same period (▲ 2.1% MoM).
Zooming out to the 12-month window ending July 2026, the makeup primer Top 50 moved 5,499,350 units and $90,270,858 in cumulative sales — an average of 458,279 units and $7,522,571 per month. Monthly throughput topped out at 666,000 units in June 2026 and dipped to 308,000 in May 2026, leaving the latest reading 21.0% higher than August 2025.
Makeup 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
464K
▼ 30.3% MoM
Monthly Revenue 2026/07
$7.8M
▼ 40.1% MoM
Top 10 Market Share 2026/07
49.6%
Makeup Primer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold makeup primer listing on Amazon US in July 2026 is ASIN B0CZF2T7CK (Brand: L'Oreal Paris), which sold 50,000 units at $10.98 apiece — equal to 10.8% of every unit tracked in this report and 1.7× the volume of the No. 2 listing.
The Top 10 ASINs account for 230,000 units and $4,031,900 in July 2026 — 49.6% of unit volume and 51.5% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Makeup Primer' on Amazon
July 2026
Is 49.6% 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
B0CZF2T7CK
L'Oreal Paris Infallible 3-Second Setting Spray Mist, Microfine Mist for up to 36HR Wear, Clear, 1.76 oz
50K
▼ 28.6%vs. prior month
$547.5K
latest month
12-month trend
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
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
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 Makeup Primer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
L'Oreal Paris is the best-performing makeup primer brand in July 2026, moving 70,000 units across 2 ASINs for 30.4% of Top 10 volume. e.l.f. follows with 50,000 units (21.7%), ahead of Palladio on 30,000 units (13.0%).
With 7 brands splitting the Top 10 and 65.2% 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 $10.00 to $12.98, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
L'Oreal Paris
2 ASINs in Top 10
30.4%
Units
70K
Revenue
$846.9K
Avg. price
$12.98
B0CZF2T7CK
$10.98·★4.5·13.7K revsL'Oreal Paris Infallible 3-Second Setting Spray Mist, Microfine Mist for up to 36HR Wear, Clear, 1.76 oz
Units sold50KB074PTZCNX
$14.97·★4.6·22.9K revsL'Oreal Paris Makeup True Match Lumi Glotion, Natural Glow Enhancer, Illuminator Highlighter, Bronzing Drops For a Sun-Kissed Glow, 903 Medium
Units sold20K
e.l.f.
2 ASINs in Top 10
21.7%
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
13.0%
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
Trending Makeup 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, 2 ASINs 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
B007PM1A82
Embryolisse Lait-Crème Concentré Face Moisturizer and Makeup Primer, French Face Cream With Shea Butter & Aloe Vera
Price
$32.00
Rating
4.6
Reviews
34.7K
Latest month sales
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