How competitive is the Pen niche on Amazon Singapore?

13 brands and 20 sellers compete in Pen on Amazon Singapore. The top 5 Pen products take 47% of clicks and its top 5 brands hold 68% of demand.

Pen

a small market ($4K/yr) — Pen doesn't clear our bar today.

Signals No Dominant Brand

Flapen Score

Skip it

Top 7% of 33 Office Products niches · +11 vs the category median of 33

This niche Category average · 33 niches

Is Pen profitable on Amazon?

According to Flapen's Amazon Singapore niche tracking, Pen is a $4K/yr Amazon Singapore market (23K searches/yr). The top 5 brands hold 68% of demand. Verdict: Skip it — 44/100.

Pen: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +24.9% over the last 90 days and 1.6% of searches end in a purchase.

$4K

revenue / yr

Units sold / yr750

Search volume / yr+24.9%23K

Conversion rate1.6%

Avg price$11.46

Who owns the niche?

The top 5 brands hold 68% of demand, so 32% of the market is open.

32%

open market share

Brands · sellers13 · 20

Top-5 product click share47%

Open market32%

Avg brand age87 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 19 products

Top Pen products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Sharpie S-Gel Gel Pens Medium Point (0.7mm) Black Ink Gel Pen 12 Count

Price: $13.40
Rating: 4.7/5
Reviews: 82,334
Age: 6y ago

Uni Gel Ballpoint Pen Ball Signo Standard Black 0.5mm (UM100.24)

Price: $1.70
Rating: 4.3/5
Reviews: 281
Age: 13y ago

Zebra JJ15-20CA Sarasa Clip Gel Ballpoint Pen 0.5 20 Colors

Price: $12.01
Rating: 4.6/5
Reviews: 442
Age: 10y ago

Uni Gel Ballpoint Pen Ball Signo Standard Gold 0.8mm (UM100.25)

Price: $1.49
Rating: 4.5/5
Reviews: 503
Age: 13y ago

Parker 1953170 Jotter Ballpoint Pen Stainless Steel with Chrome Trim Medium Point Blue Ink Gift Box

Price: $12.34
Rating: 4.6/5
Reviews: 14,593
Age: 10y ago

Newest

by launch date

Four Candies 6 PCS Multicolor Pen 0.5mm Colored Gel Pens 4-in-1 Multicolor Gel Ink Pens 18 Colors Retractable Ink for Office School & Back to School Supplies & Nurse Accessories for Work

Price: $6.33
Rating: 3.6/5
Reviews: 11
Age: 7mo ago

STAGEEK Black Gel Pens 12Pcs Fine Point Smooth Writing Pens with 3 Extra Refills Quick Dry Black Ink Pens for Journaling Office Note Taking School Supplies Nurse Aesthetic(Black)

Price: $20.56
Rating: 4.6/5
Reviews: 2,178
Age: 1y ago

Uniball Zento Gel Ink Rollerball Pens 12 Black Medium Point Smooth Writing Pens Colored Japanese Pens Muted Colors

Price: $17.64
Rating: 4.7/5
Reviews: 525
Age: 2y ago

Zebra Sarasa Grand Gel Ink Rollerball Pen 0.5mm Fine Tip Vintage Water-Based Ink Colour (Black) Matte Black P-JJ57-MTBK

Price: $15.12
Rating: 4.5/5
Reviews: 435
Age: 2y ago

ZEBRA P-JJ15-BK10 Gel Ballpoint Pen Sarasa Clip 0.5 Black 10 Pens

Price: $9.64
Rating: 4.6/5
Reviews: 1,318
Age: 6y ago

Competition: brands, sellers & click share

The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

13 rising

Sellers

Top-5 brand share

68%

Top 20: 100%

Top-5 click share

47%

Top 20: 100%

Open market

26%

Zebra Pen20%
三菱鉛筆20%
Sharpie11%
BIC11%
PARKER7%
STAGEEK6%

Pen demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume23KCVR1.6%Products19Brands13Top 5 Brands68%OOS Rate4.7%Rating4.5★Reviews7,906Avg BSR#38

What reviews say buyers love and hate about Pen

What buyers mention most, as a share of all reviews.

What buyers love

100% of reviews

Writing Experience25%

“Smooth Writing”

Ease Of Use25%

“Smooth to use”

Soft Feel25%

“Smooth”

Quality-Overall25%

“Quality”

Pen return rate & reasons

Why buyers send it back, as a share of all return requests.

2.1%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Functionality-Overall

27%

2Sliding/Retract Mechanism

20%

3Dry/Empty Ink

20%

4Ink Refill

20%

5Scratch Resistance

Common Pen questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Pen 44/100 on Amazon Singapore — Skip it. The niche generates $4K/yr across 19 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved +24.9% over the last 90 days.

Pen sells for $11.46 on average on Amazon Singapore, outside our $15–$100 sweet spot. Listings span $1.49–$39.69. The average incumbent carries 7,906 reviews — the moat a new listing must climb.