Skip to content

Amber

Fail

The top 5 brands take 100% of clicks, so Amber is a Fail.

Flapen Score
27
27 / 100
Ranks 2,398 of 2,461 Fashion niches · −21 vs the category median of 48
Market size
£32K/yr208K searches / yr
90-day growth
-7.1%search demand this quarter
Competition
66%top-5 click share · 4 brands · 5 sellers

Flapen Score

Amber against its category

The dotted line is the Fashion average. Past it, Amber is stronger. Inside it, weaker.

27Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Amber market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Amber 208K times last year and spent an estimated £32K. All 4 brands take every click. Demand peaks in Dec. Flapen scores it 27 out of 100, a Fail.

01 · Demand

1.5% of searches ended in a purchase last week.

Shoppers searched for this 208K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.5% of those searches ended in a purchase. Searches in the last 90 days moved -7.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £32K a year.

Searches, last 12 months
208K
Growth, 90 days vs prior 90
-7.1%
Conversion, latest week
1.5%
Market size, estimated
£32Ka year
Peak month
December1.9× the quietest month
Top search term
amber bracelet41K searches a year

02 · Price

A sale here is worth £10.14.

Listings sell for £10.14 on average, from £7.96 to £12.21. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £10.14 that is £1K to £3K a year per listing.

Average price
£10.14under the $15 to $100 sweet spot
Price range
£7.96–£12.21
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
4.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

81% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.1% of listings are out of stock. The average listing ranks #497 within Novelty Jewellery. It carries 1,929 reviews at 4.20 stars, so a new listing needs social proof before a better product.

Sponsored listings
81%
Prime listings
100%
Out of stock, average day
4.1%
Average rank
#497in Novelty Jewellery
Average rating
4.20 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,929per listing
Listings tracked
16

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 46 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
46 months

Products

Top Amber products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 66% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£6K£10K£13K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

5

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

0%

  • SilverAmber Jewellery54%
  • ZHAOXIA28%
  • Cici's Story16%
  • Baby J's2%
  • Open — no brand owns it (0%)

Demand

Amber search demand

Weekly searches over the year, seasonality beneath. Pick a range.

8K6KHoliday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 1.9×

Search terms

Top Amber search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • amber bracelet41K/yr
  • amber40K/yr
  • amber necklace32K/yr
  • teething bracelet15K/yr
  • amber jewellery for women16K/yr
  • amber beads7K/yr
  • amber teething8K/yr
  • amber jewellery7K/yr
  • baltic amber bracelet6K/yr
  • amber teething bracelet5K/yr

Reviews and returns

What reviews say buyers love and hate about Amber

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall44%+0.16

Much smaller than it looks

it never fit my child

To big

Durability44%−0.65

snapped

Broke easily

Not good broke after 1 day

Wrist Fit6%−0.06

Wouldnt fit a large finger

Love

Value For Money27%+2.23

It was great value

Id say the value for money is fantastic this has been a godsend

Color20%+1.63

Nice colour

perfect colour vintage jewellery

Size-Overall17%+0.16

Fit-wise, it sits well on his wrist and isnt too tight,

size is good I got 14 I think at the time

Comfort-Overall10%+0.10

Fit-wise, it sits well on his wrist and isnt too tight,

Ease Of Use10%+0.78

Easy to wear

Return

4.2% Return rate 86% Fixable by listing

Size-Overall80%█▇▇▇█▆

Much smaller than it looks

it never fit my child

To big

Defective Material/Parts4%▁▁▇█▇▄
Wrist Fit3%▁▆▄█▁▆

Wouldnt fit a large finger

Fastener Quality3%▁▅▁▁▄█
Functionality-Overall2%█▁▄▁▁▁

FAQ

Common Amber questions

Answered from the same tracked data.