Is vape pen profitable to sell on Amazon United Kingdom?

The niche generates £91K/yr across 28 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Worth a look (50/100).

How competitive is the vape pen niche?

10 brands and 32 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in vape pen?

Top complaints mined from reviews: Charging, Leak-Proof, Functionality-Overall. The return rate is 1.3%.

When does demand for vape pen peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the vape pen niche?

Listings span £5.28–£19.36; the average listing price is £13.09 (sweet spot $15–$100). The average incumbent carries 324 reviews — the moat a new listing must climb.

vape pen

Worth a look

Shows beatable incumbent ratings (3.8★), but soft demand (-10.1% this quarter) keeps it on the watch list.

Quality gap

Incredible3.8★

avg incumbent rating — lower means beatable quality

Returns

Great1.3%

return rate — above 5% kills the launch gate

Review moat

Great324.39

avg incumbent reviews — the moat a new listing must climb

Avg price

Good£13.09

avg listing price — sweet spot $15–$100

Competition

Good51%

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

Brand share

Okay81%

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

Conversion

Okay3.0%

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

Price range

Okay£5.28–£19.36

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

Market size

Bad£91K

£91K/yr · 233K searches

Growth

Bad-10.1%

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

Signals Quality Gap

According to Flapen's Amazon United Kingdom niche tracking, vape pen is a £91K/yr Amazon United Kingdom market (233K searches/yr). The top 5 brands hold 81% of demand. Verdict: Worth a look — 50/100.

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

vape pen market data

Units sold / yr: 4K–5K; avg 0–100/product
Revenue / yr: £52K–£65K; units × avg price
Conversion rate: 3.0%
Avg BSR: #0
Page quality: 0%
Prime: 96%
Sponsored: 0%
Out of stock: 12.6%
Avg brand age: 51 months
Avg seller age: 207 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

51%

Top 20: 94%

Open market

12%

Survival Boyz41%
5GVAPE12%
VapeMaster12%
Paso8%
INNOKIN8%
Haman7%
Open — no brand owns it (4 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.1% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top vape pen search terms

vape pen163K/yr -9.9%1.2% conv.
vape pens62K/yr -10.5%1.2% conv.
pen vape7K/yr -10.2%0.8% conv.

All search terms

Top vape pen 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

E Cigarettes Vape Pens Starter Kit VapeMaster H2 Dual Vape Pens Easy To Fill And Charge Long Lasting Battery Pure Taste - No E-liquid No Nicotine (Black White)

VapeMaster£19.364.1★692 rev

Oxva Xlim Go Pod Kit [Pink] - Available in 16 colours - 1000mAh Battery Type-C Fast Charging 30W Output RGB Indicator Anti-Leak - Works with all Xlim Pods - No Nicotine

Survival Boyz£8.074.0★378 rev

5GVape Vape Pen Starter Kit Z6 Kit - E Cigarettes Dual Vape Pens Easy to Refill From the Top USB charge Long Lasting Battery eGo Evod CE4 Vape Kit No E Liquid

5GVAPE£15.673.8★596 rev

Oxva Xlim Go 2 Vape Pod Kit - Pink Ripple - 2A Fast Charge 1500mAh Battery 30W Output 3-Starry Light Indicator - No Nicotine

Survival Boyz£7.963.6★85 rev

Paso Premium Vape Pen with Rechargeable Battery | 510 Thread Device | Suitable for E-Liquids & Thick Oils | Includes Battery Charger | Does NOT contain Nicotine or Eliquid

Paso£18.494.3★319 rev

Newest

by launch date

Smok Stick N18 Vape Pen Kit [7-Colour] - Available in 7 colours - 2A Fast Charge 1300mAh Battery 30W Output 510 Drip Tip - Compatible with Smok Nord Coils - No Nicotine

Survival Boyz£7.517 rev

7mo ago

Oxva Xlim Pro 3 Vape Kit [Purple Silk] - Available in 15 colours - 2A Fast Charge 1500mAh Battery 30W Output 1.05 HD Display Auto Draw - Compatible with Full Xlim V2 V3 EZ Pods - No Nicotine

Survival Boyz£17.84118 rev

8mo ago

INNOKIN Endura T18E Vape Pen Kit Powerful 1000mAh Rechargeable Battery 2ml Atomiser Top Refill E Cigarette Starter Kit Haman Single Button Operation Nicotine Free (Silver)

Haman£17.706 rev

9mo ago

Vaporesso Xros Pro 2 Vape Kit [Glittering Black] - Available in 7 colours - 2A Fast Charge in 30 mins 2000mAh Battery 30W Output 0.96 TFT - Compatible with all Vaporesso Xros Pod - No Nicotine

Survival Boyz£18.65119 rev

10mo ago

Oxva Xlim Go 2 Vape Pod Kit - Pink Ripple - 2A Fast Charge 1500mAh Battery 30W Output 3-Starry Light Indicator - No Nicotine

Survival Boyz£7.9685 rev

10mo ago

What buyers say about vape pen

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

What buyers love

Value For Money17%

“Worth the money”

Quality-Overall14%

“seems reasonable well made”

Ease Of Use10%

“very easy to use”

Battery Life8%

“Excellent value and long battery use”

Leak-Proof8%

“Doesn't leak”

Advertised Vs Actual Product7%

“Very good just what n wanted”

Charging6%

“I love it quickly charges”

Efficiency4%

“This vape kit works great”

Color4%

“Beautiful colour and feels nice and soft”

Assembly/Installation3%

“Easy to set up”

What buyers complain about

Charging19%

“Doesnt charge”

Leak-Proof15%

“Leaks”

Functionality-Overall11%

“it has stopped working”

Battery Life9%

“Battery life is terrible”

Durability8%

“Broken”

Quality-Overall7%

“These vape pens are of a poor standard”

Value For Money5%

“Not worth the money”

Advertised Vs Actual Product4%

“Falsely advertised”

Defective Material/Parts3%

“Item has stopped working after 2 days”

Natural Resource Wastage2%

“Waste of money”

Top return reasons

Functionality-Overall27%

Charging23%

Leak-Proof16%

Defective Material/Parts8%

Battery Life5%

Size-Overall3%

Durability3%

Heating3%

Touch/Button Controls2%

Compatibility-Overall1%

Common questions

Is vape pen profitable to sell on Amazon United Kingdom?: The niche generates £91K/yr across 28 tracked products. 3 of 6 products launched in the last 360 days are still selling. 90-day search growth is -10.1%. Flapen's verdict: Worth a look (50/100).
How competitive is the vape pen niche?: 10 brands and 32 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 81% of demand.
What do buyers complain about in vape pen?: Top complaints mined from reviews: Charging, Leak-Proof, Functionality-Overall. The return rate is 1.3%.
When does demand for vape pen peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the vape pen niche?: Listings span £5.28–£19.36; the average listing price is £13.09 (sweet spot $15–$100). The average incumbent carries 324 reviews — the moat a new listing must climb.