Headphones
PassHeadphones scores 66 out of 100, a Pass. Shoppers spend $23.5M a year here, demand is soft, at -2.9% this quarter, and returns run at 1.3% of orders.
- Flapen Score
- 66 / 100Top 1% of 1,488 Electronics & Photo niches · +22 vs the category median of 4466
- Market size
- £23.5M/yr26.4M searches / yr
- 90-day growth
- -2.9%search demand this quarter
- Competition
- 37%top-5 click share · 35 brands · 149 sellers
Flapen Score
Headphones against its category
The dotted line is the Electronics & Photo average. Past it, Headphones is stronger. Inside it, weaker.
Market
The Headphones market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Headphones 26.4M times last year and spent an estimated £23.5M. The top 5 brands take 55% of clicks. Demand peaks in Nov–Dec. Flapen scores it 66 out of 100, a Pass.
01 · Demand
3.5% of searches ended in a purchase last week.
Shoppers searched for this 26.4M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.5% 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 £23.5M a year.
- Searches, last 12 months
- 26.4M
- Growth, 90 days vs prior 90
- -2.9%
- Conversion, latest week
- 3.5%
- Market size, estimated
- £23.5Ma year
- Peak month
- December1.6× the quietest month
- Top search term
- headphones6.3M searches a year
02 · Price
A sale here is worth £25.74.
Listings sell for £25.74 on average, from £0.99 to £164.88. Amazon reports units sold in ranges, and this niche reaches the top one: 800K units or more a year. The average listing sells 15,000 to 20,000 of them. At £25.74 that is £386K to £515K a year per listing.
- Average price
- £25.74inside the $15 to $100 sweet spot
- Price range
- £0.99–£164.88
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 800K or moreAmazon's top range
- Units per listing a year
- 15,000–20,000
- Revenue per listing a year
- £386K–£515K
- Returns
- 1.3%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
88% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 10.3% of listings are out of stock. The average listing ranks #109 within Headphones, Earphones & Accessories. It carries 19,550 reviews at 4.36 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 88%
- Prime listings
- 100%
- Out of stock, average day
- 10.3%
- Average rank
- #109in Headphones, Earphones & Accessories
- Average rating
- 4.36 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 19,550per listing
- Listings tracked
- 56
04 · Newcomers
Amazon counts 21 of last year's 21 launches as successful.
21 products launched here in the last 12 months. Amazon counts 21 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 38 months on average, so the names here are settling in.
- Launched, last 12 months
- 21
- Successful launches
- 21Amazon's first-year sales bar
- Average brand age
- 38 months
Products
Top Headphones products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
soundcore by Anker P20i True Wireless Earbuds 10mm Drivers with Big Bass Bluetooth 5.3 30H Long Playtime IPX5 Water-Resistant 2 Mics for AI Clear Calls 22 Preset EQs Customization via App
- Price
- £14.05
- Rating
- 4.3/5
- Reviews
- 111,449
- Age
- 3y ago
KVIDIO Bluetooth Headphones Over Ear 65 Hours Playtime Wireless Headphones with Microphone Foldable Lightweight Headset with Deep Bass HiFi Stereo Sound for Travel Work PC Cellphone (Black)
- Price
- £13.92
- Rating
- 4.6/5
- Reviews
- 15,431
- Age
- 4y ago
soundcore Anker Q20i Hybrid Active Noise Cancelling Foldable Headphones
- Price
- £27.78
- Rating
- 4.6/5
- Reviews
- 70,129
- Age
- 3y ago
soundcore Anker P30i Adaptive Noise Cancelling Wireless Earbuds
- Price
- £21.41
- Rating
- 4.3/5
- Reviews
- 38,187
- Age
- 2y ago
soundcore Anker P30i Adaptive Noise Cancelling Wireless Earbuds
- Price
- £21.30
- Rating
- 4.3/5
- Reviews
- 38,187
- Age
- 2y ago
Trending
90-day click momentum
HAOYUYAN Wireless Earbuds Deep Sea Gray
- Price
- £16.76
- Rating
- 4.0/5
- Reviews
- 37
- Age
- 2mo ago
Wireless Earbuds Bluetooth 5.4 Headphones In Ear with 48H Playtime LED Display Hi-Fi Deep Bass Stereo Sound ENC Dual Mics for Clear Calls Lightweight Ear Buds IPX7 Waterproof for iPhone Android
- Price
- £11.84
- Rating
- 4.6/5
- Reviews
- 3,152
- Age
- 2mo ago
JBES Wireless Earbuds Bluetooth Earphones 60H Deep Bass Ear Buds with 6 Noise Cancelling Microphone IP5 Waterproof in Ear Headphones for iPhone Android Sports Gaming (White)
- Price
- £8.21
- Rating
- 4.3/5
- Reviews
- 121
- Age
- today
MMWOWARTS Bluetooth Headphones Light gray
- Price
- £27.72
- Rating
- 3.8/5
- Reviews
- 41
- Age
- 4mo ago
Wireless Earbuds 6D-Stereo 2026 Bluetooth 5.4 Headphones 50+Hrs Deep Bass Ear Buds ENC Noise Cancelling Earphones USB-C Fast Charging IP-X7 Waterproof Headset Android iOS for Sport Gym Running
- Price
- £17.03
- Rating
- 4.5/5
- Reviews
- 24,188
- Age
- 5mo ago
Newest
by launch dateJBES Wireless Earbuds Bluetooth Earphones 60H Deep Bass Ear Buds with 6 Noise Cancelling Microphone IP5 Waterproof in Ear Headphones for iPhone Android Sports Gaming (White)
- Price
- £8.21
- Rating
- 4.3/5
- Reviews
- 121
- Age
- today
HAOYUYAN Wireless Earbuds Deep Sea Gray
- Price
- £16.76
- Rating
- 4.0/5
- Reviews
- 37
- Age
- 2mo ago
Wireless Earbuds Bluetooth 5.4 Headphones In Ear with 48H Playtime LED Display Hi-Fi Deep Bass Stereo Sound ENC Dual Mics for Clear Calls Lightweight Ear Buds IPX7 Waterproof for iPhone Android
- Price
- £11.84
- Rating
- 4.6/5
- Reviews
- 3,152
- Age
- 2mo ago
MMWOWARTS Bluetooth Headphones Light gray
- Price
- £27.72
- Rating
- 3.8/5
- Reviews
- 41
- Age
- 4mo ago
Ear Buds Wireless Earbuds Bluetooth Headphones 5.4 with 4 ENC Noise Cancelling Mic 48H Playtime LED Display IPX7 Waterproof Deep Bass Stereo Headphones Wireless for Running Gym & Gaming Black
- Price
- £14.85
- Rating
- 4.6/5
- Reviews
- 929
- Age
- 5mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 37% of clicks. An open shelf where new products get seen.
Brands
35 rising
Sellers
149
Top-5 brand share
55%
Top 20: 87%
Top-5 click share
37%
Top 20: 67%
Open market
42%
- soundcore35%
- KVIDIO9%
- MMWOWARTS4%
- Btootos4%
- Jxrev3%
- HAOYUYAN3%
Demand
Headphones search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 1.6×
Search terms
Top Headphones search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- headphones6.3M/yr
- ear buds3.3M/yr
- earphones2.4M/yr
- headphones wireless2.0M/yr
- wireless earbuds2.3M/yr
- wireless headphones2.0M/yr
- bluetooth headphones1.8M/yr
- earbuds1.5M/yr
- noise cancelling headphones1.4M/yr
- bluetooth earphones614K/yr
Reviews and returns
What reviews say buyers love and hate about Headphones
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Broke within a week
Don't last
Breaks easily
ABYSMAL sound quality
Sound is very cheap
Sound not clear
Rubbish quality
Awful quality
Cheap quality
Disconnects often
Cant connect
constantly disconnects
Just stopped charging
It does not hold a charge
will not charge
Love
Beautiful sound
Amazing quality and sound
Clear sound
Fair price
Excellent headphones for the price
Affordable price
Amazing Quality
Brilliant build quality
The build quality is excellent
Amazing noise cancellation
Noise cancelling works well
noise cancelling works well
Amazing battery life
Battery lasts a long time
Battery is good
Return
1.3% Return rate 16% Fixable by listing
ABYSMAL sound quality
Sound is very cheap
Sound not clear
terrible fit
They are really tiny
Bit big
Disconnects often
Cant connect
constantly disconnects
then suddenly stopped working
Just not powering up
Didn't work
Just stopped charging
It does not hold a charge
will not charge
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Headphones questions
Answered from the same tracked data.