Abstract As the magnetic field that is difficult to be distributed in the existing magnetic fluid thrust cylindrical roller bearing structure, it is more difficult for the magnetic fluid to be evenly distributed inside the bearing raceway with the axial localized lubrication, which seriously affects the engineering application of the magnetic fluid bearing. To solve the magnetic field control problem that the magnetic fluid is uneasy to be accurately localized and adsorbed, a new type of magnetic fluid thrust cylindrical roller bearing is designed in this study, which shows good characteristics of low-friction, micro-vibration and high load-bearing capacity. The seat-ring is set as an annular raceway that can be used for magnetic fluid storage and matching with the roller lubrication system, and an annular permanent magnet is designed as an external magnetic field source to be placed below the annular raceway to adsorb the magnetic fluid on the friction surface. The structure design of the axial magnetic fluid localized lubrication bearing is reasonable, which is especially suitable for precision instruments with strict operating-conditions and precision-lubrication.