utility knife
Skip itSoft demand (-20.6% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Market size
Good£566K£566K/yr · 2.0M searches
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Review moat
Okay2,708avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£7.94avg listing price — sweet spot $15–$100
Price range
Bad£2.12–£17.72cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-20.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, utility knife is a £566K/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Feb–Nov–Dec. Verdict: Skip it — 41/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
utility knife market data
- Units sold / yr
- 80K–100K
- avg 3,000–4,000/product
- Revenue / yr
- £635K–£794K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #14
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 26%
- Out of stock
- 3.9%
- Avg brand age
- 52 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
26
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
68%
Top 20: 100%
Open market
6%
- OX Tools21%
- STANLEY FATMAX18%
- STANLEY17%
- Amazon Basics16%
- Milwaukee13%
- Homebay9%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -20.6% search growth over the last 90 days.Peak months: Feb, Nov, Dec · busiest ÷ quietest = 2.5×
Top utility knife search terms
- stanley knife1.1M/yr
- utility knife252K/yr
- milwaukee knife209K/yr
- work knife77K/yr
- dewalt knife45K/yr
- milwaukee fastback31K/yr
- stanley knife retractable31K/yr
- retractable knife37K/yr
- folding utility knife33K/yr
- stanley knives24K/yr
Top utility knife 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
OX TOOLS P224301 Pro Heavy Duty Fixed Blade Folding Knife Blue / Black
OX Tools£5.864.8★3,338 rev
Amazon Basics Heavy Duty Retractable Auto-Load Ergonomic Utility Knife 3-Position Locking Blade with 4 Replaceable Blades in Designed Storage Black/Silver
Amazon Basics£5.394.6★3,035 rev
Milwaukee Foldable Pocket Knife Fastback 4932471357
Milwaukee£10.824.8★1,886 rev
STANLEY FATMAX Folding Retractable Blade Utility Knife with 3 Blades 0-10-825
STANLEY FATMAX£8.834.4★6,925 rev
Shark-Tuff Heavy Duty Folding Utility Knife with 10 Spare SK5 Blades | All Metal Sharp Craft Tradesman Camping Pocket Knife Cardboard Box Cutter with Belt Clip & Safety Lock UK Legal
Homebay£4.984.5★1,354 rev
Newest
by launch date
Stanley FatMax Heavy-Duty Trade Knife One-Handed Opening Utility Knife Available in Black or Silver Designed for Professional Use
STANLEY£9.89138 rev
4 Pack Utility Knives with 10 Extra SK5 Blades - Heavy-Duty Retractable Box Cutters for Cardboard Carpet Cartons and Home Improvement Tasks
XUDIY£8.76157 rev
Spear & Jackson SJ1790 2-in-1 Trimming Knife and Scraper - Multi-Functional Utility Knife & Scraping Tool Folding Cutting Blade Stores in Handle Rotating Blade for Scraping + 10 Spare Blades
Spear & Jackson£8.32518 rev
Shark-Tuff Heavy Duty Folding Utility Knife with 10 Spare SK5 Blades | All Metal Sharp Craft Tradesman Camping Pocket Knife Cardboard Box Cutter with Belt Clip & Safety Lock UK Legal
Homebay£4.981,354 rev
TOUGH MASTER Utility Knife Retractable Function Plus 4 Piece SK2 Blades Aluminium Alloy Handle Comfortable Grip Ideal for Cutting Plastic Paper Carpet Leather Aluminium Sheets (TM-UTK184)
TOUGH MASTER£5.08580 rev
Trending
90-day click momentum
STANLEY Slide Lock Snap Off Utility Knife 18mm 0-10-151
STANLEY£2.124.6★
STANLEY FATMAX PRO Twin-Blade Retractable Utility Knife 0-10-789
STANLEY FATMAX£15.014.4★
STANLEY 9mm Snap Off Blade Knives (Pack of 3) 2-10-150
STANLEY£5.384.6★
Stanley Trim Knife Fixed Blade 199E Silver 2 10 199
STANLEY£3.394.5★
STANLEY FATMAX Folding Retractable Blade Utility Knife with 3 Blades 0-10-825
STANLEY FATMAX£8.834.4★
What buyers say about utility knife
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Good for the price”
“easy to operate”
“Nice and sturdy”
“comfortable grip”
“Well built”
“Very good just what I needed”
“has lasted very well”
“compact in the pocket”
“locks out well”
What buyers complain about
“Inferior quality, fell apart after a couple of weeks”
“Very awkward to use”
“Broke after a few months”
“Not fit for purpose”
“Needs better instructions”
“The worst design Stanley has ever done”
“Blade wont come out”
“Bit flimsy”
“Does not hold the blades in place and very expensive”
“This is quite a heavy knife”
Top return reasons
Common questions
- Is utility knife profitable to sell on Amazon United Kingdom?
- The niche generates £566K/yr across 19 tracked products. 90-day search growth is -20.6%. Flapen's verdict: Skip it (41/100).
- How competitive is the utility knife niche?
- 9 brands and 26 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in utility knife?
- Top complaints mined from reviews: Quality-Overall, Ease Of Use, Durability. The return rate is 0.8%.
- When does demand for utility knife peak?
- Demand peaks in Feb–Nov–Dec; the busiest month runs 2.5× the quietest.
- What does it cost to enter the utility knife niche?
- Listings span £2.12–£17.72; the average listing price is £7.94 (sweet spot $15–$100). The average incumbent carries 2,708 reviews — the moat a new listing must climb.