bellroy passport wallet
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Review moat
Great354.16avg incumbent reviews — the moat a new listing must climb
Avg price
Good$126.46avg listing price — sweet spot $15–$100
Price range
Good$31.45–$162.27cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+13.1%90-day search growth — must beat 0% to launch
Competition
Okay67%top-5 click share — leaders hold, buyers still browse
Conversion
Bad1.4%search→purchase rate — share of searches ending in a sale
Market size
Bad$53K$53K/yr · 31K searches
Returns
Bad10.8%return rate — above 6% kills the launch gate
Brand share
Bad100%top-5 brand share — brand-locked demand
Competition
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.Brands
2 falling
Sellers
4
Top-5 brand share
100%
Open market
0%
- Bellroy98%
- tomtoc2%
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bellroy Passport Cover (slimline travel wallet/pouch with card slots and space for cash plus travel documents) - Caramel
Bellroy$95.394.6★142 rev
Bellroy Travel Wallet travel document holder (Passport tickets cash cards and pen) - (Black)
Bellroy$138.784.5★606 rev
Bellroy Travel Folio Second Edition - Ocean
Bellroy$125.584.4★247 rev
Bellroy Passport Cover (slimline travel wallet/pouch with card slots and space for cash plus travel documents) - Black
Bellroy$96.974.6★142 rev
Bellroy Passport Cover (slimline travel wallet/pouch with card slots and space for cash plus travel documents) - Everglade
Bellroy$96.324.6★142 rev
Newest
by launch date
Bellroy Folio Wallet (compact leather folio/clutch wallet with space for cards bills and coins plus everyday essentials) - Black
Bellroy$118.8620 rev
Bellroy Travel Wallet travel document holder (Passport tickets cash cards and pen) - Sienna
Bellroy$135.98606 rev
Bellroy Travel Folio Second Edition - Everglade
Bellroy$161.13247 rev
Bellroy Travel Folio Second Edition - Navy
Bellroy$162.27247 rev
Bellroy Travel Folio Second Edition - Sienna
Bellroy$153.37247 rev
Trending
90-day click momentum
Bellroy Travel Folio Second Edition - Caramel
Bellroy$159.424.4★
Bellroy Travel Folio Second Edition - Ocean
Bellroy$125.584.4★
Bellroy Travel Folio Second Edition - Everglade
Bellroy$161.134.4★
Bellroy Travel Wallet travel document holder (Passport tickets cash cards and pen) - Sienna
Bellroy$135.984.5★
Bellroy Travel Folio (Passport & Travel Organizer RFID Protected) - Caramel
Bellroy$126.064.4★
Demand
Weekly Amazon search volume, last 13 weeks — +13.1% search growth over the last 90 days.Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent quality”
“Looks elegant”
“The materials feel like theyll hold up over years of use — the zipper has a water-resistant coating”
“Very Useful”
“I like the pocket layout and overall design”
“Durable”
“100% Leather”
“sturdy zipper”
“The one feature that feels a little behind the times is the included SIM removal tool — handy in theory”
“A Solid Travel Companion for Families on the Move”
What buyers complain about
“Doesnt have a place for cards”
“Wallet is already falling apart”
“the lack of grip or texture on the leather they chose ruins it for me”
“I'm sure it sounds like I'm exaggerating especially considering how tiny the pen is”
“the materials inside bunch up so even if you mash it closed the wallet literally gets much thicker”