---
title: "Vape Pen — £91K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/electronics-photo/vape-pen"
last_updated: "2026-07-31T15:58:29.514Z"
locale: en
meta:
description: "Niche score 50/100 · £91K/yr market · 233K searches/yr · £13.09 avg price. Soft demand (-10.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £91K/yr market · 233K searches/yr · £13.09 avg price. Soft demand (-10.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Vape Pen — £91K/yr Amazon UK Niche (2026) - Flapen"
---
# **vape pen**
**Worth a look**
Shows beatable incumbent ratings (3.8★), but soft demand (-10.1% this quarter) keeps it on the watch list.
Market size 23Growth 20Conversion 38Competition 57Returns 88Price range 31Avg price 59Brand share 40Review moat 84Quality gap 97
**Quality gap**
**Incredible****3.8★**
avg incumbent rating — lower means beatable quality
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****324.39**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Good****£13.09**
avg listing price — sweet spot $15–$100
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****3.0%**
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**](https://flapen.com/research/niches?market=uk&signal=quality_gap "Avg rating < 4.0")
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 ~~](https://flapen.com/research/methodology)
## **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**
**32**
**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.
7K5KSpike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/electronics-photo/vape-pen/trend)
## **Top vape pen search terms**
- **vape pen**163K/yr-9.9%1.2% conv. - **vape pens**62K/yr-10.5%1.2% conv. - **pen vape**7K/yr-10.2%0.8% conv. [**All search terms **](https://flapen.com/research/uk/electronics-photo/vape-pen/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.
0%3%£3K6%£5K9%£8K12%£11K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£19.36**4.1★692 rev](https://www.amazon.co.uk/dp/B0C1H3RLTY) [2![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](https://m.media-amazon.com/images/I/41Sddv2tbJL.jpg)**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**£8.07**4.0★378 rev](https://www.amazon.co.uk/dp/B0DB2LNRPQ) [3**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**£15.67**3.8★596 rev](https://www.amazon.co.uk/dp/B08MWDTRF6) [4**Oxva Xlim Go 2 Vape Pod Kit - Pink Ripple - 2A Fast Charge 1500mAh Battery 30W Output 3-Starry Light Indicator - No Nicotine**Survival Boyz**£7.96**3.6★85 rev](https://www.amazon.co.uk/dp/B0FPLTW3ND) [5**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**£18.49**4.3★319 rev](https://www.amazon.co.uk/dp/B086SXQMNT)
**~~View all top sellers →~~**
### **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](https://m.media-amazon.com/images/I/318K0s6buJL.jpg)**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**£7.51**7 rev7mo ago](https://www.amazon.co.uk/dp/B0G4WB6ZHT) [![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](https://m.media-amazon.com/images/I/51IS+eeqRGL.jpg)**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**£17.84**118 rev8mo ago](https://www.amazon.co.uk/dp/B0FZT9JLHX) [**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**£17.70**6 rev9mo ago](https://www.amazon.co.uk/dp/B0FWB4D4XK) [![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](https://m.media-amazon.com/images/I/51Y-7L5vQnL.jpg)**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**£18.65**119 rev10mo ago](https://www.amazon.co.uk/dp/B0FS284255) [**Oxva Xlim Go 2 Vape Pod Kit - Pink Ripple - 2A Fast Charge 1500mAh Battery 30W Output 3-Starry Light Indicator - No Nicotine**Survival Boyz**£7.96**85 rev10mo ago](https://www.amazon.co.uk/dp/B0FPLTW3ND)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[![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](https://m.media-amazon.com/images/I/51IS+eeqRGL.jpg)**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**£17.84**4.0★**▲ 251%**](https://www.amazon.co.uk/dp/B0FZT9JLHX) [**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**£17.70**4.6★**▲ 140%**](https://www.amazon.co.uk/dp/B0FWB4D4XK) [**Oxva Xlim Go 2 Vape Pod Kit - Pink Ripple - 2A Fast Charge 1500mAh Battery 30W Output 3-Starry Light Indicator - No Nicotine**Survival Boyz**£7.96**3.6★**▲ 73%**](https://www.amazon.co.uk/dp/B0FPLTW3ND) [**NEX Vape kit Vape Pens with Adjustable Output Power 1000 Mah Battery 2PCS Refillable Pod 2mL Visible Pod Airflow Adjustment(No Liquid No Nicotine)**MGO**£14.28**4.0★**▲ 67%**](https://www.amazon.co.uk/dp/B0F1FFP6WJ) [**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**£15.67**3.8★**▲ 54%**](https://www.amazon.co.uk/dp/B08MWDTRF6)
**~~View all trending →~~**
## **What buyers say about vape pen**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**17%
*“Worth the money”*
**Quality-Overall**14%
*“seems reasonable well made”*
**Ease Of Use**10%
*“very easy to use”*
**Battery Life**8%
*“Excellent value and long battery use”*
**Leak-Proof**8%
*“Doesn't leak”*
**Advertised Vs Actual Product**7%
*“Very good just what n wanted”*
**Charging**6%
*“I love it quickly charges”*
**Efficiency**4%
*“This vape kit works great”*
**Color**4%
*“Beautiful colour and feels nice and soft”*
**Assembly/Installation**3%
*“Easy to set up”*
### **What buyers complain about **
**Charging**19%
*“Doesnt charge”*
**Leak-Proof**15%
*“Leaks”*
**Functionality-Overall**11%
*“it has stopped working”*
**Battery Life**9%
*“Battery life is terrible”*
**Durability**8%
*“Broken”*
**Quality-Overall**7%
*“These vape pens are of a poor standard”*
**Value For Money**5%
*“Not worth the money”*
**Advertised Vs Actual Product**4%
*“Falsely advertised”*
**Defective Material/Parts**3%
*“Item has stopped working after 2 days”*
**Natural Resource Wastage**2%
*“Waste of money”*
### **Top return reasons **
**Functionality-Overall**27%
**Charging**23%
**Leak-Proof**16%
**Defective Material/Parts**8%
**Battery Life**5%
**Size-Overall**3%
**Durability**3%
**Heating**3%
**Touch/Button Controls**2%
**Compatibility-Overall**1%
## **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.
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