Is butterfly profitable to sell on Amazon United Kingdom?

The niche generates £125K/yr across 21 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -13.7%. Flapen's verdict: Skip it (41/100).

How competitive is the butterfly niche?

19 brands and 25 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 68% of demand.

What do buyers complain about in butterfly?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 0.4%.

When does demand for butterfly peak?

Demand peaks in Aug–Dec; the busiest month runs 4.4× the quietest.

What does it cost to enter the butterfly niche?

Listings span £3.35–£19.16; the average listing price is £9.01 (sweet spot $15–$100). The average incumbent carries 2,126 reviews — the moat a new listing must climb.

butterfly

Skip it

Soft demand (-13.7% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Brand share

Good68%

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

Review moat

Okay2,126.24

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Okay3.0%

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

Competition

Okay66%

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

Market size

Okay£125K

£125K/yr · 455K searches

Price range

Okay£3.35–£19.16

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

Avg price

Okay£9.01

avg listing price — sweet spot $15–$100

Growth

Bad-13.7%

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

According to Flapen's Amazon United Kingdom niche tracking, butterfly is a £125K/yr Amazon United Kingdom market (455K searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Aug–Dec. Verdict: Skip it — 41/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

butterfly market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: £54K–£72K; units × avg price
Conversion rate: 3.0%
Avg BSR: #128
Page quality: 0%
Prime: 90%
Sponsored: 95%
Out of stock: 6.0%
Avg brand age: 26 months
Avg seller age: 192 days

Competition & brand share

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

Brands

19 falling

Sellers

Top-5 brand share

68%

Top 20: 100%

Top-5 click share

66%

Top 20: 98%

Open market

29%

Insect Lore44%
KARLOR11%
World of Shawls4%
Realjoy4%
Mtbricey4%
OneGift4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -13.7% search growth over the last 90 days.

Peak months: Aug, Dec · busiest ÷ quietest = 4.4×

Open Trend

Top butterfly search terms

butterfly280K/yr -22.0%1.0% conv.
butterflies35K/yr +2.3%3.6% conv.
butterfly gifts for women49K/yr -15.0%0.8% conv.
butterfly decorations22K/yr -12.8%1.0% conv.
butterfly gifts32K/yr +3.5%0.7% conv.
butterfly gift11K/yr +13.1%0.9% conv.
butterfly ornaments11K/yr -7.3%0.4% conv.
3d butterflies7K/yr -20.0%1.2% conv.
butterflys4K/yr -1.8%3.9% conv.
butterflies decorations4K/yr -30.5%1.4% conv.

All search terms

Top butterfly 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.

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

All 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Insect Lore Butterfly Garden with Redemption Caterpillar Voucher

Insect Lore£17.354.6★23,316 rev

Insect Lore Cup of 3-5 Live Baby Caterpillars - Raise and Release Refill

Insect Lore£10.804.6★3,852 rev

KARLOR 3D Butterflies Wall Sticker - 36 Pcs Butterfly Wall Decoration for Bedroom Wedding Valentine Gift Party & Flower Decor

KARLOR£6.154.1★53 rev

UK Seller!!! New Butterfly Print Ladies Celebrity Style Long Scarves Maxi Scarf Stole Wrap Sarong shawls. (Marron/White)

World of Shawls£6.904.6★1,618 rev

Realjoy 36Pcs 3D Butterfly Wall Sticker 3 Sizes Butterfly Wall Decals Butterflies Stickers for Walls Bedroom Party Wedding Decors(Colorful) Multicolor

Realjoy£4.274.4★347 rev

Newest

by launch date

Matwsec 50PCS Butterflies for Crafts Organza Fabric Butterfly Applique 3D Butterfly Decorations for DIY Hair Accessories Wedding Party Decoration Clothes Ornament Home Decor

Matwsec£4.111 rev

2mo ago

Butterfly Acrylic Suncatcher Ornament with Greeting Card Stained Glass Window Hanging Inspirational Gifts for Women Handmade Wind Spinners Sun Catchers for Windows for Garden Home Office

Mtbricey£5.014 rev

5mo ago

Butterfly Gifts for Women Angel Ornament of Transformation & Hope Inspirational Gifts for Women Graduates or Those Facing Adversity to Embark on A New Beginning Butterfly Decorations for Home

OneGift£15.8732 rev

7mo ago

60Pcs Mini Fabric Butterflies for Crafts Colorful 3D Butterfly Applique 10 Colors Double Mesh Butterfly Ornaments Butterfly Decorations for DIY Hair Clips Clothes and Hats(5 * 3.5cm)

Artomnivera£5.0420 rev

1y ago

Butterfly Flower Birthday Cards for Women 3D Pop Up Happy Birthday Cards

Hierein£5.87907 rev

1y ago

What buyers say about butterfly

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

What buyers love

Value For Money22%

“Great value for money”

Quality-Overall18%

“This card is very well made”

Fun/Entertainment Experience11%

“Fun to open”

Color9%

“The colours were beautiful too”

Gifting Purpose7%

“have bought others as gifts”

Brightness/Shine/Glow4%

“Attractive twinkly lights”

Advertised Vs Actual Product3%

“It was as expected”

Ease Of Use3%

“Easy to use”

Educational-Overall3%

“Very educational”

Instructions/User Manual/Troubleshooting2%

“Very clear instructions”

What buyers complain about

Size-Overall20%

“Quite small”

Quality-Overall14%

“looks very cheap”

Durability13%

“But light died after 6 months”

Value For Money11%

“ABIT expensive”

Strength7%

“very flimsy”

Color7%

“The colours were so dull looked nothing like the picture a lot of the butterflies were folded over creased and un usable”

Advertised Vs Actual Product5%

“Not exactly how described”

Storage Capacity3%

“when googling what happened it says there isnt enough space”

Smell3%

“Horrible old lady cardigan scent”

Adhesion/Stickiness2%

“tabs to stick arent good enough”

Top return reasons

Size-Overall17%

Value For Money11%

Functionality-Overall9%

Defective Material/Parts8%

Advertised Vs Actual Product8%

Quality-Overall8%

Durability8%

Gifting Purpose6%

Color5%

Strength2%

Common questions

Is butterfly profitable to sell on Amazon United Kingdom?: The niche generates £125K/yr across 21 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -13.7%. Flapen's verdict: Skip it (41/100).
How competitive is the butterfly niche?: 19 brands and 25 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 68% of demand.
What do buyers complain about in butterfly?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 0.4%.
When does demand for butterfly peak?: Demand peaks in Aug–Dec; the busiest month runs 4.4× the quietest.
What does it cost to enter the butterfly niche?: Listings span £3.35–£19.16; the average listing price is £9.01 (sweet spot $15–$100). The average incumbent carries 2,126 reviews — the moat a new listing must climb.