Skip to content

Messenger Bag

Fail

Buyers convert on only 0.6% of searches, so Messenger Bag is a Fail.

Flapen Score
49
49 / 100
Top 22% of 1,028 Computers & Accessories niches · +7 vs the category median of 42
Market size
£189K/yr1.1M searches / yr
90-day growth
+2.9%search demand this quarter
Competition
43%top-5 click share · 26 brands · 67 sellers

Flapen Score

Messenger Bag against its category

The dotted line is the Computers & Accessories average. Past it, Messenger Bag is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Messenger Bag market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Messenger Bag 1.1M times last year and spent an estimated £189K. The top 5 brands take 51% of clicks. Flapen scores it 49 out of 100, a Fail.

01 · Demand

0.6% of searches ended in a purchase last week.

Shoppers searched for this 1.1M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.6% of those searches ended in a purchase. Searches in the last 90 days moved +2.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £189K a year.

Searches, last 12 months
1.1M
Growth, 90 days vs prior 90
+2.9%
Conversion, latest week
0.6%
Market size, estimated
£189Ka year
Peak month
September1.3× the quietest month
Top search term
messenger bags424K searches a year

02 · Price

A sale here is worth £30.23.

Listings sell for £30.23 on average, from £10.45 to £181.62. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £30.23 that is £3K to £8K a year per listing.

Average price
£30.23inside the $15 to $100 sweet spot
Price range
£10.45–£181.62
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£3K–£8K
Returns
2.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

97% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 0.1% of listings are out of stock. The average listing ranks #70 within Laptop Accessories. It carries 2,984 reviews at 4.47 stars, so a new listing needs social proof before a better product.

Sponsored listings
97%
Prime listings
97%
Out of stock, average day
0.1%
Average rank
#70in Laptop Accessories
Average rating
4.47 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,984per listing
Listings tracked
35

04 · Newcomers

Amazon counts 1 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
48 months

Products

Top Messenger Bag products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 43% of clicks. Leaders hold, but buyers still shop past them.

£0£9K£19K£28K£38K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

26 falling

Sellers

67

Top-5 brand share

51%

Top 20: 94%

Top-5 click share

43%

Top 20: 83%

Open market

43%

  • Estarer19%
  • MATEIN12%
  • S-ZONE9%
  • Amazon Basics6%
  • BagBase6%
  • GOOTIUM6%

Demand

Messenger Bag search demand

Weekly searches over the year, seasonality beneath. Pick a range.

35K25KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Messenger Bag search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • messenger bags424K/yr
  • messenger bags for men123K/yr
  • messenger bag136K/yr
  • mens messenger bag50K/yr
  • messenger bag women55K/yr
  • satchel bag men42K/yr
  • satchel bag women51K/yr
  • satchel37K/yr
  • canvas messenger bag23K/yr
  • laptop messenger bag17K/yr

Reviews and returns

What reviews say buyers love and hate about Messenger Bag

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall12%+0.29

Not the best quality bag at all

Cheap and floppy

Low quality

Size-Overall12%+2.28

Bigger than I thought

slightly smaller than I had hoped

it was just a little small for my 15.6 laptop

Advertised Vs Actual Product8%−0.08

Photos are a total lie really

Description is incorrect

Ok, not as impressive as the sales photo

Handle Quality7%−0.05

lacking a carrying handle

the only snag there's no handle just the shoulder strap

Material Quality6%−0.04

It's a budget bag, in the pics u5 l99ks firm side and solid, arrived and its just floppy material

zips are plastic

the material is rather thin

Love

Quality-Overall26%+0.29

Excellent quality

The build quality feels spot on

Excellent quality bag

Size-Overall17%+2.28

Fits well

Great bag, great size not too big

Sizeable bag

Value For Money11%+1.12

Good Value

Excellent value for money

Excellent value for money

Advertised Vs Actual Product8%−0.08

As advertised

Better than expected

As described

Strength6%+0.16

Bag is sturdy

Still going strong

The bag is very well made and strong

Return

2.5% Return rate 73% Fixable by listing

Size-Overall54%▇███▇▇

Bigger than I thought

slightly smaller than I had hoped

it was just a little small for my 15.6 laptop

Quality-Overall10%▃▅▇▅▃█

Not the best quality bag at all

Cheap and floppy

Low quality

Color5%▄▆█▆▇█
Strap/String Quality4%█▄▂▄▃▃

strap eyelets broke after 2 months of carrying laptop, iPad and not much else

The metal clasps for the strap are not fit for purpose

Only downside is the squeaking that I experience on the metal and the strap

Zipper Quality3%▁▃▃▅█▅

FAQ

Common Messenger Bag questions

Answered from the same tracked data.