Primer Face Makeup Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Primer Face Makeup sales on Amazon US totaled 401,000 units in July 2026 (▼ 34.8% vs. the prior month), generating an estimated $7,307,240 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 44.9% of unit volume and 51.9% of revenue, while a typical listing is priced at $16.10. The keyword itself pulled 14,848 Amazon queries over the same period (▲ 0.1% MoM).
Zooming out to the 12-month window ending July 2026, the primer face makeup Top 50 moved 4,975,450 units and $90,453,001 in cumulative sales — an average of 414,621 units and $7,537,750 per month. Monthly throughput topped out at 615,000 units in June 2026 and dipped to 298,200 in May 2026, leaving the latest reading 22.6% higher than August 2025.
Primer Face Makeup 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
401K
▼ 34.8% MoM
Monthly Revenue 2026/07
$7.3M
▼ 44.6% MoM
Top 10 Market Share 2026/07
44.9%
Primer Face Makeup Market Share & Sales Concentration on Amazon US — July 2026
The most-sold primer face makeup 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 7.5% of every unit tracked in this report.
The Top 10 ASINs account for 180,000 units and $3,792,700 in July 2026 — 44.9% of unit volume and 51.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Primer Face Makeup' on Amazon
July 2026
Is 44.9% 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, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
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
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
B0DDC3QGJL
KAHI Wrinkle Bounce Multi Balm Stick - PDRN Collagen Facial & Body Balm | PDRN + Collagen, 48-Hour Hydration, Multi-Purpose Balm, Face Care, Eye Care, Lip Care, Neck Care, Makeup Base, Portable Stick
20K
▼ 77.8%vs. prior month
$452.6K
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
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Best Primer Face Makeup Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
e.l.f. is the best-performing primer face makeup brand in July 2026, moving 30,000 units across 1 ASIN for 16.7% of Top 10 volume. Palladio follows with 30,000 units (16.7%), ahead of Luxe Cosmetics on 30,000 units (16.7%).
Volume is spread across 9 brands, with the top three holding 50.0% 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 $10.00 to $17.49, 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
16.7%
Units
30K
Revenue
$300K
Avg. price
$10.00
B09XMYFTB7
$10.00·★4.6·43.1K revse.l.f. Power Grip Primer, Gripping & Hydrating Gel Primer, 0.811 Fl Oz | Grips Makeup for Long-Lasting Wear & Face Prep, Smooth Base Finish, Lightweight & Moisturizing Formula, Vegan & Cruelty-Free
Units sold30K
Palladio
1 ASIN in Top 10
16.7%
Units
30K
Revenue
$367.5K
Avg. price
$12.59
B0DM4D187H
$12.59·★4.1·7.1K 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
Luxe Cosmetics
2 ASINs in Top 10
16.7%
Units
30K
Revenue
$908.1K
Avg. price
$17.49
B0G1VBDXYF
$16.99·★3.9·6.5K revsLuxe Color Changing Foundation – Medium
Units sold20KB0G1VDB22X
$18.00·★3.9·6.5K revsLuxe Color Changing Foundation – Light
Units sold10K
Trending Primer Face Makeup 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
7.1K
Latest month sales
B08SXRSYSL
LAURA GELLER Spackle Makeup Primer - Hydrate - Super-Size 2 Fl Oz
Price
$30.60
Rating
4.3
Reviews
7.1K
Latest month sales
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