phone charm
Worth a lookShows low returns (1.3%), but prices mostly outside the sweet spot ($3.14–$10.76) keeps it on the watch list.
Returns
Great1.3%return rate — above 5% kills the launch gate
Competition
Great35%top-5 click share — an open shelf
Review moat
Great403.44avg incumbent reviews — the moat a new listing must climb
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Brand share
Great59%top-5 brand share — no brand owns this niche
Market size
Okay£180K£180K/yr · 1.3M searches
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Growth
Bad-8.2%90-day search growth — must beat 0% to launch
Avg price
Bad£6.12avg listing price — sweet spot $15–$100
Price range
Bad£3.14–£10.76cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, phone charm is a £180K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 59% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
phone charm market data
- Units sold / yr
- 25K–30K
- avg 250–500/product
- Revenue / yr
- £153K–£184K
- units × avg price
- Conversion rate
- 2.3%
- Avg BSR
- #50
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 93%
- Out of stock
- 3.5%
- Avg brand age
- 18 months
- Avg seller age
- 238 days
Competition & brand share
Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.Brands
29 falling
Sellers
36
Top-5 brand share
59%
Top 20: 92%
Top-5 click share
35%
Top 20: 76%
Open market
37%
- SURPHY20%
- POSADINA18%
- OFFCUP12%
- Wincredulous5%
- ROCONTRIP4%
- Mozeat Lens4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top phone charm search terms
- phone charm774K/yr
- phone charms133K/yr
- phone charm strap96K/yr
- pink phone charm26K/yr
- phone bracelet strap28K/yr
- beaded phone strap27K/yr
- phone wrist strap beaded22K/yr
- iphone charm24K/yr
- phone keychain19K/yr
- phone charm pink21K/yr
Top phone charm 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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
SURPHY Phone Lanyard with Tether Tab Adjustable Crossbody Phone Strap
SURPHY£9.904.4★3,350 rev
OFFCUP Phone Charm Natural Crystal Beaded Charms Lanyard Anti- Lost Charm Wrist Strap Phone Lanyard Wrist Strap Keychain for Wallet Handbag Camera Cell Decoration (Pink)
OFFCUP£4.173.7★191 rev
POSADINA Phone Charm for Women Anti-Theft Phone Wrist Strap Hands-Free & Detachable Cellphone Lanyard Chain with Tether Tab
POSADINA£9.934.5★387 rev
Wincredulous 1PC Shiny Wrist Lanyard Charm Strap Universal Cellphone Lanyard Wrist Smartphone Chain String Charm for Earphone Case(Pink Bow A 1PC)
Wincredulous£3.274.1★81 rev
Newest
by launch date
Zernavith 3Pcs Phone Wrist Straps Crystal Beads Wrist Straps Wrist Strap Phones Charm Strap Crystal Beads Phone Charms Hanging String Anti-Lost Keychain for Girls Ladies Women
Zernavith£3.7011 rev
Ouligay Phone Charm Strap Cherry Phone Charm Cute Phones Lanyard Wrist Beaded Camera Strap Wrist Chain String for Bag Case Camera Bags Pendants Decor
Ouligay£4.1331 rev
POSADINA Natural Stone Phone Charm Beaded Healing Phone Wrist Strap Handmade Cellphone Chain Lanyard with Tether Tab
POSADINA£10.10511 rev
Reownest Universal Phone Beaded Strap Cute Butterfly Flowers Vintage Aesthetic Chain Cellphone Lanyard Wrist Strap Accessories for Bag Key Pendants Decor - Green
Reownest£4.8937 rev
POSADINA Phone Charm for Women Anti-Theft Phone Wrist Strap Hands-Free & Detachable Cellphone Lanyard Chain with Tether Tab
POSADINA£9.52387 rev
Trending
90-day click momentum
ROCONTRIP Phone Lanyard Crossbody Phone Strap Premium Phone Neck Strap Adjustable Phone Charm with Upgrade Metal Buckle and 2 TPU Tether Tabs Compatible with Most SmartphonesBlack
ROCONTRIP£10.074.5★
POSADINA Phone Charm for Women Anti-Theft Phone Wrist Strap Hands-Free & Detachable Cellphone Lanyard Chain with Tether Tab
POSADINA£9.524.5★
POSADINA Phone Charm for Women Anti-Theft Phone Wrist Strap Hands-Free & Detachable Cellphone Lanyard Chain with Tether Tab
POSADINA£9.374.5★
POSADINA Phone Charm for Women Anti-Theft Phone Wrist Strap Hands-Free & Detachable Cellphone Lanyard Chain with Tether Tab
POSADINA£9.934.5★
SURPHY Phone Lanyard with Tether Tab Adjustable Crossbody Phone Strap
SURPHY£9.904.4★
What buyers say about phone charm
What buyers praise and complain about, mined from review topics.What buyers love
“Great idea and looks well made”
“very sturdy”
“Strap is nice”
“Does what it says”
“Gorgeous colour”
“Worth buying”
“Durable”
“Very pleased and easy to fit”
“Cute and handy”
“I love it - very decorative and strong”
What buyers complain about
“breaks easily”
“I will say it was better quality than expected - pretty heavy beads”
“At first, it felt too long,”
“It's a good item just disappointed with the length of the string is VERY long. the length of my pinky finger”
“Not very strong / Break Easily”
“Cheap looking plastic”
“Although I'm happy with my purchase I find it doesn't make it easy to charge my phone whilst it's attached”
“Inaccurate product description”
“Looks 'expensive'”
“This one appears to have been used, it has multiple stains and looks hideous”
Top return reasons
Common questions
- Is phone charm profitable to sell on Amazon United Kingdom?
- The niche generates £180K/yr across 41 tracked products. 2 of 12 products launched in the last 360 days are still selling. 90-day search growth is -8.2%. Flapen's verdict: Worth a look (53/100).
- How competitive is the phone charm niche?
- 29 brands and 36 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 59% of demand.
- What do buyers complain about in phone charm?
- Top complaints mined from reviews: Durability, Quality-Overall, Size-Overall. The return rate is 1.3%.
- When does demand for phone charm peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the phone charm niche?
- Listings span £3.14–£10.76; the average listing price is £6.12 (sweet spot $15–$100). The average incumbent carries 403 reviews — the moat a new listing must climb.