Is lanyard profitable to sell on Amazon United Kingdom?

The niche generates £493K/yr across 16 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -1.7%. Flapen's verdict: Skip it (43/100).

How competitive is the lanyard niche?

14 brands and 17 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in lanyard?

Top complaints mined from reviews: Durability, Quality-Overall, Ease Of Use. The return rate is 0.9%.

When does demand for lanyard peak?

Demand peaks in Sep; the busiest month runs 1.9× the quietest.

What does it cost to enter the lanyard niche?

Listings span £3.21–£16.19; the average listing price is £7.24 (sweet spot $15–$100). The average incumbent carries 1,648 reviews — the moat a new listing must climb.

lanyard

Skip it

Prices mostly outside the sweet spot ($3.21–$16.19) — this niche doesn't clear our bar today.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Market size

Good£493K

£493K/yr · 2.1M searches

Review moat

Okay1,647.94

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay77%

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

Conversion

Okay3.2%

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

Growth

Bad-1.7%

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

Competition

Bad71%

top-5 click share — a locked-up shelf

Avg price

Bad£7.24

avg listing price — sweet spot $15–$100

Price range

Bad£3.21–£16.19

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

According to Flapen's Amazon United Kingdom niche tracking, lanyard is a £493K/yr Amazon United Kingdom market (2.1M searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Sep. Verdict: Skip it — 43/100.

Data updated Jul 25, 2026 · scored weekly · How we score niches

lanyard market data

Units sold / yr: 60K–80K; avg 1,500–2,000/product
Revenue / yr: £434K–£579K; units × avg price
Conversion rate: 3.2%
Avg BSR: #51
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 0.2%
Avg brand age: 29 months
Avg seller age: 175 days

Competition & brand share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

Brands

14 falling

Sellers

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

19%

COCASES40%
SURPHY18%
Bird Fiy12%
YXIING4%
liyun4%
takyu3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.7% search growth over the last 90 days.

Peak months: Sep · busiest ÷ quietest = 1.9×

Open Trend

Top lanyard search terms

lanyard960K/yr +1.7%0.8% conv.
lanyard with card holder462K/yr -7.8%1.0% conv.
lanyards172K/yr -2.9%0.5% conv.
lanyards for neck157K/yr -8.6%1.2% conv.
lanyards for neck with card holder59K/yr +10.1%0.6% conv.
lanyard for keys62K/yr +5.1%0.9% conv.
key lanyard38K/yr -0.8%0.6% conv.
breakaway lanyard30K/yr -14.4%0.2% conv.
id card lanyard20K/yr -26.9%1.2% conv.
lanyard with id holder18K/yr +3.6%0.3% conv.

All search terms

Top lanyard 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 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

COCASES Phone Lanyard Crossbody 2 Pack Adjustable Anti-Theft Strap Crossbody and 2 Pack Wrist Strap for Neck Belts iphone Lanyard Compatible with Most Mobile Phone-2 Patches Black/Grey

COCASES£6.944.4★984 rev

SURPHY Phone Lanyard with Tether Tab Adjustable Crossbody Phone Strap

SURPHY£9.904.4★3,350 rev

Bird Fiy Lanyards Blue Lanyards Neck Flat Premium Breakaway Badge Lanyard with J-Hook for ID Nametag Badge Holder (Blue 25 PCS)

Bird Fiy£15.684.5★412 rev

SURPHY Wrist Strap Lanyard for Phone 2 Pack Adjustable Combination Strap Compatible with Phone Purse Keychain and more Pink & Grey

SURPHY£7.484.6★4,822 rev

YXIING 2 Pcs Black Lanyard for Neck Lanyards Quick Release Lanyard Trap Black Key Lanyards Uk for Cell Mobile Phone

YXIING£3.454.4★176 rev

Newest

by launch date

2 Pack Cruise Lanyard with ID Card Holder Retractable Reel Double-Sided Waterproof Clear Badge Holder Black Vertical Lanyard for Cruise Ships Cards & ID

liyun£3.4060 rev

9mo ago

Uniclife 2 Pack Cute Lanyards for Neck ID Card Lanyard for Women Quick Release Neck Lanyard for ID Badge Card Holder Accessories Detachable Keychain Strap with Hanging Rope and Metal Clip White

Uniclife£3.43300 rev

1y ago

YXIING 2 Pcs Black Lanyard for Neck Lanyards Quick Release Lanyard Trap Black Key Lanyards Uk for Cell Mobile Phone

YXIING£3.45176 rev

1y ago

COCASES Phone Lanyard Crossbody 2 Pack Adjustable Anti-Theft Strap Crossbody and 2 Pack Wrist Strap for Neck Belts iphone Lanyard Compatible with Most Mobile Phone-2 Patches Black/Grey

COCASES£6.94984 rev

2y ago

takyu 2 Pcs Adjustable Phone Lanyard Neck Strap Universal Mobile Phone Lanyard with 4 Adhesive Tethers Compatible for iPhone Samsung HUAWEI and Most Smartphone Black & Grey

takyu£6.653,043 rev

2y ago

What buyers say about lanyard

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

What buyers love

Quality-Overall22%

“Great product, is as described”

Ease Of Use14%

“Very easy to put on and take off”

Advertised Vs Actual Product9%

“Does what it needs to”

Value For Money9%

“Good price”

Strength8%

“These are sturdy”

Security4%

“Airport security”

Size-Overall4%

“It's brilliant my daughter has fits”

Strap/String Quality4%

“These straps are first and foremost strong”

Durability4%

“Very durable and looks nice, does the job”

Comfort-Overall3%

“Comfy”

What buyers complain about

Durability19%

“Broke easily”

Quality-Overall16%

“so I am disappointed on the quality as I am unable to use one of the lanyards at all”

Ease Of Use8%

“No use to me”

Value For Money6%

“cheaper that way”

Charging5%

“Although I'm happy with my purchase I find it doesn't make it easy to charge my phone whilst it's attached”

Size-Overall4%

“At first, it felt too long,”

Compatibility-Overall3%

“it didnt work with my phone case”

Stitch/Finish/Polish3%

“sewn twisted”

Strength3%

“Flimbsy”

Product Condition3%

“This one appears to have been used, it has multiple stains and looks hideous”

Top return reasons

Size-Overall18%

Color11%

Length11%

Strength8%

Quality-Overall7%

Compatibility-Overall5%

Advertised Vs Actual Product4%

Add-Ons/Attachments3%

Adhesion/Stickiness3%

Defective Material/Parts2%

Common questions

Is lanyard profitable to sell on Amazon United Kingdom?: The niche generates £493K/yr across 16 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -1.7%. Flapen's verdict: Skip it (43/100).
How competitive is the lanyard niche?: 14 brands and 17 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in lanyard?: Top complaints mined from reviews: Durability, Quality-Overall, Ease Of Use. The return rate is 0.9%.
When does demand for lanyard peak?: Demand peaks in Sep; the busiest month runs 1.9× the quietest.
What does it cost to enter the lanyard niche?: Listings span £3.21–£16.19; the average listing price is £7.24 (sweet spot $15–$100). The average incumbent carries 1,648 reviews — the moat a new listing must climb.