Primer Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Primer sales on Amazon US totaled 306,000 units in July 2026 (▼ 21.5% vs. the prior month), generating an estimated $3,539,720 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 45.1% of unit volume and 42.2% of revenue, while a typical listing is priced at $12.59. The keyword itself pulled 184,137 Amazon queries over the same period (▲ 20.2% MoM).
Zooming out to the 12-month window ending July 2026, the primer Top 50 moved 3,815,350 units and $45,606,818 in cumulative sales — an average of 317,946 units and $3,800,568 per month. Monthly throughput topped out at 390,000 units in June 2026 and dipped to 203,000 in May 2026, leaving the latest reading 4.2% higher than August 2025.
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
306K
▼ 21.5% MoM
Monthly Revenue 2026/07
$3.5M
▼ 28.0% MoM
Top 10 Market Share 2026/07
45.1%
Primer Market Share & Sales Concentration on Amazon US — July 2026
The most-sold 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 9.8% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 138,000 units and $1,493,540 in July 2026 — 45.1% of unit volume and 42.2% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Primer' on Amazon
July 2026
Is 45.1% 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
B084P2F223
Morovan Professional Natural Nail Prep Dehydrate and Acid-Free Primer, Dehydrator for Acrylic and Gel Nail Polish, Non Acid Primer for UV Gels Fast Dry Superior Bonding Agent Gift Box Set
20K
▲ 0.0%vs. prior month
$139.2K
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
B01DPA6OHO
L'Oreal Paris Voluminous Lash Boosting Conditioning Primer Mascara, White Primer, 0.24 Fl Oz., 1 Count
10K
▼ 50.0%vs. prior month
$89.8K
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
B0BQQS5GBQ
e.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
10K
▲ 0.0%vs. prior month
$99.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Primer Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing primer brand in July 2026, moving 40,000 units across 2 ASINs for 29.0% of Top 10 volume. Morovan follows with 20,000 units (14.5%), ahead of Milani on 20,000 units (14.5%).
Volume is spread across 9 brands, with the top three holding 58.0% 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 $6.29 to $10.49, 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
29.0%
Units
40K
Revenue
$399.9K
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 sold30KB0BQQS5GBQ
$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 sold10K
Morovan
1 ASIN in Top 10
14.5%
Units
20K
Revenue
$139.2K
Avg. price
$6.29
B084P2F223
$6.29·★4.6·23.6K revsMorovan Professional Natural Nail Prep Dehydrate and Acid-Free Primer, Dehydrator for Acrylic and Gel Nail Polish, Non Acid Primer for UV Gels Fast Dry Superior Bonding Agent Gift Box Set
Units sold20K
Milani
1 ASIN in Top 10
14.5%
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
Trending 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: B0DHHJDFSM booked 9K units at $8.97, with ▼ 10.0% MoM change. On the growth side, B0F1YS57M5 leads positive momentum with ▲ 50.0% MoM growth on 3K units, with B000H5VKBQ close behind at ▲ 20.0% MoM on 6K 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.
B0DHHJDFSM
NYX PROFESSIONAL MAKEUP The Face Glue Gripping Primer, Hydrating Makeup Primer with Up To 24HR Wear, Vegan & Cruelty Free
Price
$8.97
Rating
4.4
Reviews
7K
Latest month sales
B0F1YS57M5
3 In 1 Primer for Face Before Makeup, SPF 50+, Sunscreen Isolation Cream | One Step Color Corrector Primer, Blurs Facial Serum Oil Control & Moisturizing Skin Tone Correcting, Radiance Skin
Price
$7.59
Rating
4.5
Reviews
1.2K
Latest month sales
B000H5VKBQ
Zinsser Bulls Eye 1-2-3 Water-Base Primer & Sealer, White, Quart | Bulls Eye 1-2-3 water-base primer-sealer, Quart, White. All-surface stain-blocking primer for interior & exterior; sticks.
Unlock to view ASIN details and product titles
Price
$9.55
Rating
4.6
Reviews
6K
Latest month sales
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