---
title: "locket necklace — Niche Verdict: Skip it (46/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/clothing-shoes-jewelry/locket-necklace"
last_updated: "2026-07-14T02:21:16.214Z"
locale: en
meta:
  description: "weak search conversion (0.9%) — locket necklace doesn't clear our bar today."
  "og:description": "weak search conversion (0.9%) — locket necklace doesn't clear our bar today."
  "og:title": "locket necklace — Niche Verdict: Skip it (46/100) | Amazon United States - Flapen"
---

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# **locket necklace**

**Skip it**

Weak search conversion (0.9%) — this niche doesn't clear our bar today.

Market size 63Growth 20Conversion 11Competition 41Returns 36Price range 87Avg price 95Brand share 29Review moat 57Quality gap 78

**Avg price**

**Incredible****$30.35**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$6.68–$89.88**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Quality gap**

**Great****4.3★**

avg incumbent rating — lower means beatable quality

**Market size**

**Good****$566K**

$566K/yr · 2.2M searches

**Review moat**

**Good****1,206.41**

avg incumbent reviews — the moat a new listing must climb

**Competition**

**Okay****60%**

top-5 click share — leaders hold, buyers still browse

**Returns**

**Okay****4.7%**

return rate — above 6% kills the launch gate

**Brand share**

**Okay****87%**

top-5 brand share — brands hold most of the demand

**Growth**

**Bad****-10.1%**

90-day search growth — must beat 0% to launch

**Conversion**

**Bad****0.9%**

search→purchase rate — share of searches ending in a sale

## **Competition**

The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**11 **▼falling

**Sellers**

**15**

**Top-5 brand share**

**87%**

**Open market**

**9%**

- U748% - Amazon Essentials16% - AditiGarden10% - YOUFENG8% - SOULMEET5% - Caiyao4% - Open — no brand owns it (5 brands, 9%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$57K20%$113K30%$170K40%$226K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 22 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![U7 Women 14K Gold Plated Heart Photo Locket Pendant Necklace 22 Chain](https://m.media-amazon.com/images/I/41kYkOuAgyL.jpg)**U7 Women 14K Gold Plated Heart Photo Locket Pendant Necklace 22 Chain**U7**$14.25**4.2★2,005 rev](https://www.amazon.com/dp/B00XPI0T3W) [2![U7 Platinum Plated Charm Necklaces Heart Pendant Photo Locket Necklace for Women](https://m.media-amazon.com/images/I/41GN3A3ebwL.jpg)**U7 Platinum Plated Charm Necklaces Heart Pendant Photo Locket Necklace for Women**U7**$14.37**4.2★2,005 rev](https://www.amazon.com/dp/B00XPI0RBQ) [3![AditiGarden Dainty Gold Necklace for Women 14k Gold Butterfly Shell Locket Charm Gifts for Women(17.7)](https://m.media-amazon.com/images/I/31fxVNQcYlL.jpg)**AditiGarden Dainty Gold Necklace for Women 14k Gold Butterfly Shell Locket Charm Gifts for Women(17.7)**AditiGarden**$14.00**4.3★259 rev](https://www.amazon.com/dp/B0D3HHZLNT) [4![Amazon Essentials Sterling Silver Polished Oval Locket Necklace 16](https://m.media-amazon.com/images/I/316-XAcMlkL.jpg)**Amazon Essentials Sterling Silver Polished Oval Locket Necklace 16**Amazon Essentials**$40.20**4.4★364 rev](https://www.amazon.com/dp/B008NBFS7S) [5![SOULMEET Cameo Sunflower Heart Locket Necklace That Holds 2 Picture Sterling Silver Heart Shaped Picture Locket Necklace to Keep Someone Near to You](https://m.media-amazon.com/images/I/51i0nFkkfuL.jpg)**SOULMEET Cameo Sunflower Heart Locket Necklace That Holds 2 Picture Sterling Silver Heart Shaped Picture Locket Necklace to Keep Someone Near to You**SOULMEET**$53.02**4.6★1,990 rev](https://www.amazon.com/dp/B07Y4QPGX5)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![ZKBKJSPZJB Personalized Heart Locket Necklace for Women Stainless Steel- Heart Necklace (black)](https://m.media-amazon.com/images/I/318nDeXAm4L.jpg)**ZKBKJSPZJB Personalized Heart Locket Necklace for Women Stainless Steel- Heart Necklace (black)**ZKBKJSPZJB**$10.98**154 rev1y ago](https://www.amazon.com/dp/B0DR2FVW6G) [![AditiGarden 14k Dainty Gold Butterfly Shell Locket Charm Necklace 20 Inch Long for Women Teens](https://m.media-amazon.com/images/I/31fxVNQcYlL.jpg)**AditiGarden 14k Dainty Gold Butterfly Shell Locket Charm Necklace 20 Inch Long for Women Teens**AditiGarden**$14.29**259 rev2y ago](https://www.amazon.com/dp/B0D98GXST5) [![AditiGarden Dainty Gold Necklace for Women 14k Gold Butterfly Shell Locket Charm Gifts for Women(17.7)](https://m.media-amazon.com/images/I/31fxVNQcYlL.jpg)**AditiGarden Dainty Gold Necklace for Women 14k Gold Butterfly Shell Locket Charm Gifts for Women(17.7)**AditiGarden**$14.00**259 rev2y ago](https://www.amazon.com/dp/B0D3HHZLNT) [![Modern Moments Locket Necklace For Women - Oval Locket Pendant Necklace With Picture Inside (Yellow Gold 16-18)](https://m.media-amazon.com/images/I/31MEJifulYL.jpg)**Modern Moments Locket Necklace For Women - Oval Locket Pendant Necklace With Picture Inside (Yellow Gold 16-18)**Simply Jewelry**$29.51**110 rev3y ago](https://www.amazon.com/dp/B0BV4PTG5W) [![Vintage Engraved Flower Locket Picture Pendant Necklace Antique Carved Pattern Oval Heart Pendant Necklace For Women Hold Picture Souvenir Memorial Jewelry(Gold Heart 1)](https://m.media-amazon.com/images/I/41YHerFGQTL.jpg)**Vintage Engraved Flower Locket Picture Pendant Necklace Antique Carved Pattern Oval Heart Pendant Necklace For Women Hold Picture Souvenir Memorial Jewelry(Gold Heart 1)**Fuqimanman2020**$6.68**129 rev3y ago](https://www.amazon.com/dp/B0BN48JYVL)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![Amazon Essentials Sterling Silver Polished Oval Locket Necklace 16](https://m.media-amazon.com/images/I/316-XAcMlkL.jpg)**Amazon Essentials Sterling Silver Polished Oval Locket Necklace 16**Amazon Essentials**$40.20**4.4★**▲ 117%**](https://www.amazon.com/dp/B008NBFS7S) [![Dorunmo Rose Heart Locket Necklace that Hold 2 Photos 925 Sterling Silver Personalized Customized Rose Picture Locket Pendant Heart Locket Necklace for Women Mom](https://m.media-amazon.com/images/I/51JSUoCtdkS.jpg)**Dorunmo Rose Heart Locket Necklace that Hold 2 Photos 925 Sterling Silver Personalized Customized Rose Picture Locket Pendant Heart Locket Necklace for Women Mom**Dorunmo**$69.04**4.3★**▲ 92%**](https://www.amazon.com/dp/B098RPZ8M2) [![AditiGarden 14k Dainty Gold Butterfly Shell Locket Charm Necklace 20 Inch Long for Women Teens](https://m.media-amazon.com/images/I/31fxVNQcYlL.jpg)**AditiGarden 14k Dainty Gold Butterfly Shell Locket Charm Necklace 20 Inch Long for Women Teens**AditiGarden**$14.29**4.3★**▲ 81%**](https://www.amazon.com/dp/B0D98GXST5) [![U7 Rose Gold Locket Necklace with Rolo Chain 22 Inch Romantic Flower Heart Photo Locket Pendant for Women](https://m.media-amazon.com/images/I/51T4LQsch5L.jpg)**U7 Rose Gold Locket Necklace with Rolo Chain 22 Inch Romantic Flower Heart Photo Locket Pendant for Women**U7**$14.38**4.2★**▲ 78%**](https://www.amazon.com/dp/B01IHNRVM6) [![U7 Heart Locket Necklace with Blooming Flower Grain 14K Real Gold Plated Cable Link Chain Photo Locket Pendant for Women](https://m.media-amazon.com/images/I/41EA6qBJraL.jpg)**U7 Heart Locket Necklace with Blooming Flower Grain 14K Real Gold Plated Cable Link Chain Photo Locket Pendant for Women**U7**$14.42**4.2★**▲ 74%**](https://www.amazon.com/dp/B07GVFNQ7R)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -10.1% search growth over the last 90 days.

100K60KHoliday '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 3.2×

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Gifting Purpose**15%

*“It was the perfect gift for my daughter”*

**Quality-Overall**12%

*“Beautiful and good quality”*

**Chain/Key Quality**10%

*“The chain seems totally fine”*

**Advertised Vs Actual Product**9%

*“Seems as advertised”*

**Value For Money**7%

*“Perfect for the price”*

**Locking Mechanism**6%

*“It is a good quality necklace and the locket is easy to open and close, and it stays closed”*

**Size-Overall**6%

*“It fits a child perfectly”*

**Color**5%

*“Very pretty”*

**Weight Light**4%

*“not too heavy”*

**Metal Authenticity**4%

*“The mother of pearl is very nice and shiny, and the gold platting is good”*

### **What buyers complain about **

**Quality-Overall**22%

*“Was disappointed with quality”*

**Size-Overall**13%

*“big for a locket”*

**Value For Money**13%

*“Waste of money”*

**Chain/Key Quality**12%

*“the chain broke right away”*

**Advertised Vs Actual Product**5%

*“The butterfly on there is a bit less detailed than in the image”*

**Metal Authenticity**4%

*“It's cheaply made and couldn't possibly be made of real gold and it's apparent”*

**Material Quality**4%

*“Locket is stamped out of cheap sheet metal”*

**Instructions/User Manual/Troubleshooting**3%

*“it can be a bit confusing to print the photos in the correct size with the instructions”*

**Fastener Quality**3%

*“I tried it on i wouldnt stay closed because the clasp that keeps it shut isn't keeping it shut”*

**Durability**3%

*“I have never seen one like it - constantly breaks”*

### **Top return reasons **

**Size-Overall**43%

**Quality-Overall**9%

**Locking Mechanism**7%

**Advertised Vs Actual Product**7%

**Chain/Key Quality**6%

**Metal Authenticity**5%

**Functionality-Overall**3%

**Material Quality**3%

**Defective Material/Parts**2%

**Color**2%