passport holder
Worth a lookShows a fragmented shelf (top 5 take 30% of clicks), but prices mostly outside the sweet spot ($15.98–$611.89) keeps it on the watch list.
Competition
Great30%top-5 click share — an open shelf
Brand share
Good63%top-5 brand share — brands hold most of the demand
Avg price
Good$121.49avg listing price — sweet spot $15–$100
Review moat
Good904.19avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Good+30.7%90-day search growth — must beat 0% to launch
Market size
Good$317K$317K/yr · 138K searches
Conversion
Bad1.9%search→purchase rate — share of searches ending in a sale
Returns
Bad5.1%return rate — above 5% kills the launch gate
Price range
Bad$15.98–$611.89cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Arab Emirates niche tracking, passport holder is a $317K/yr Amazon United Arab Emirates market (138K searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Jul–Dec. Verdict: Worth a look — 54/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
passport holder market data
- Units sold / yr
- 2K–3K
- avg 0–100/product
- Revenue / yr
- $243K–$304K
- units × avg price
- Conversion rate
- 1.9%
- Avg BSR
- #47
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 75%
- Out of stock
- 4.0%
- Avg brand age
- 43 months
- Avg seller age
- 0 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
29 rising
Sellers
88
Top-5 brand share
63%
Top 20: 95%
Top-5 click share
30%
Top 20: 70%
Open market
32%
- Spigen21%
- LEART14%
- Melsbrinna10%
- T Tersely9%
- Bellroy9%
- TERRIFI5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +30.7% search growth over the last 90 days.Peak months: Jul, Dec · busiest ÷ quietest = 1.7×
Top passport holder search terms
- passport holder46K/yr
- passport cover43K/yr
- passport bag13K/yr
- passport11K/yr
- passport wallet10K/yr
- passport case8K/yr
- travel wallet6K/yr
Top passport holder products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Melsbrinna Premium Leather Passport Holder Covers Case Waterproof Rfid Blocking Travel Wallet Passport Holder with Pen Holder Cute Passport Book for Women/Men Black
Melsbrinna$23.924.6★4,199 rev
LEART Leather Passport Cover Passport Holder | Passport Wallet for Men | Passport Case | Passport Cover Holder | Travel Accessories | Travel Gifts (Black)
LEART$40.954.4★58 rev
Spigen Life Passport Card Cover AirTag Holder Passport Wallet Travel Documents Organizer Protector Passport Holder Travel Accessories with RFID Blocking Technology SIM Card Pin Included - Black
Spigen$158.444.6★3,643 rev
Spigen Life Passport Card Cover Holder Passport Wallet Travel Documents Organizer Protector Passport Holder Travel Accessories with RFID Blocking Technology SIM Card Pin Included - Military Green
Spigen$134.874.6★3,643 rev
LEART Leather Passport Cover Passport Holder | Passport Wallet for Men | Passport Case | Passport Cover Holder | Travel Accessories | Travel Gifts (Camel)
LEART$40.074.4★58 rev
Newest
by launch date
Passport Holder Leather Travel Wallet RFID Blocking Passport Cover with Magnetic Closure (Rose Gold)
Glosbeat$36.341 rev
T Tersely PU Leather Passport Travel Holder - RFID - Blocking Document Organizer with Magnetic Closure - for Credit & ID Cards Boarding Passes (Red)
T Tersely$22.9849 rev
Spigen Life Passport Card Cover AirTag Holder Passport Wallet Travel Documents Organizer Protector Passport Holder Travel Accessories with RFID Blocking Technology SIM Card Pin Included - Black
Spigen$158.443,643 rev
T Tersely PU Leather Passport Travel Holder - RFID - Blocking Document Organizer with Magnetic Closure - for Credit & ID Cards Boarding Passes (Black)
T Tersely$21.0749 rev
Spigen Life Passport Holder Pouch Wallet for Family Travel Accessories Documents Organizer Card Cover with RFID Blocking SIM Card Holder and Eject Pin Wrist strap up to 4 Passports - Black
Spigen$221.20299 rev
Trending
90-day click momentum
LEART Leather Passport Cover Passport Holder | Passport Wallet for Men | Passport Case | Passport Cover Holder | Travel Accessories | Travel Gifts (Caramel)
LEART$40.684.4★
Melsbrinna Leather Passport Holder Cover ID Card Case Travel Wallet Trip Document Organizer with Pen Slot (Baby Pink)
Melsbrinna$20.084.6★
Bellroy Travel Folio Second Edition - Black
Bellroy$608.014.4★
Bellroy Travel Wallet travel document holder (Passport tickets cash cards and pen) - Black - RFID
Bellroy$543.674.6★
T Tersely PU Leather Passport Travel Holder - RFID - Blocking Document Organizer with Magnetic Closure - for Credit & ID Cards Boarding Passes (Red)
T Tersely$22.984.4★
What buyers say about passport holder
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Easy to carry and everything cards and passports”
“exceeding expectations”
“Sturdy”
“Value for money”
“The leather quality is genuinely impressive”
“the item is properly sized”
“made of high quality durable material that exceeds my expectations”
“one pocket on front for easy access”
“Its sleek and compact,”
What buyers complain about
“Poor quality”
“It didnt fit 5 passports”
“Not properly stitches”
“pockets not exactly fit the actual item”
“The durability is very doubtful”
Top return reasons
Common questions
- Is passport holder profitable to sell on Amazon United Arab Emirates?
- The niche generates $317K/yr across 57 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is +30.7%. Flapen's verdict: Worth a look (54/100).
- How competitive is the passport holder niche?
- 29 brands and 88 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 63% of demand.
- What do buyers complain about in passport holder?
- Top complaints mined from reviews: الجودة الشاملة, الحجم الكلي, غرزة/إنهاء/تلميع. The return rate is 5.1% — above our launch gate.
- When does demand for passport holder peak?
- Demand peaks in Jul–Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the passport holder niche?
- Listings span $15.98–$611.89; the average listing price is $121.49 (sweet spot $15–$100). The average incumbent carries 904 reviews — the moat a new listing must climb.