best friend necklace
Worth a lookShows low returns (0.4%), but prices mostly outside the sweet spot ($3.58–$11.08) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Review moat
Incredible86.33avg incumbent reviews — the moat a new listing must climb
Brand share
Great51%top-5 brand share — no brand owns this niche
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.7%search→purchase rate — share of searches ending in a sale
Growth
Bad-7.3%90-day search growth — must beat 0% to launch
Avg price
Bad£5.80avg listing price — sweet spot $15–$100
Market size
Bad£53K£53K/yr · 245K searches
Price range
Bad£3.58–£11.08cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, best friend necklace is a £53K/yr Amazon United Kingdom market (245K searches/yr). The top 5 brands hold 51% of demand. Demand peaks in Dec. Verdict: Worth a look — 50/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
best friend necklace market data
- Units sold / yr
- 6K–8K
- avg 0–100/product
- Revenue / yr
- £35K–£46K
- units × avg price
- Conversion rate
- 3.7%
- Avg BSR
- #823
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 70%
- Out of stock
- 7.7%
- Avg brand age
- 29 months
- Avg seller age
- 190 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
26 falling
Sellers
62
Top-5 brand share
51%
Top 20: 91%
Top-5 click share
51%
Top 20: 90%
Open market
45%
- JSDDE26%
- Dream Aurora8%
- HULALA6%
- EETU6%
- SDOFY5%
- Dacitiery4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.3% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.2×
Top best friend necklace search terms
- friendship necklace58K/yr
- bff necklace for 2 girls40K/yr
- best friend necklace34K/yr
- friendship necklace for 226K/yr
- bff19K/yr
- best friend necklaces for 218K/yr
- bff necklace11K/yr
- best friend necklaces9K/yr
- friendship necklaces9K/yr
- best friends necklace7K/yr
Top best friend necklace 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
JSDDE Natural Crystals Best Friends Forever and Ever BFF Necklace Engraved Puzzle Friendship Heart Pendant Necklaces Jewellery (4pcs/set)
JSDDE£11.084.0★83 rev
BFF Necklace for 2 Best Friend Necklaces with Heart shape Butterfly Pendant Matching Friendship Necklaces Girl Gifts Kids Jewellery for Women Graduation Birthday Christmas Valentines Gifts
Dream Aurora£4.964.2★63 rev
HULALA Charm Best Friend Necklaces For 2 Women Girls Birthday Christmas Gifts Friendship Matching Heart Necklace Jewellery
HULALA£7.424.3★69 rev
Mrltau 2-Piece Stainless Steel BFF Necklaces for 2 Black & White Cat Friendship Necklaces for Female Best Friends
EETU£5.204.0★18 rev
SDOFY Best Friend Necklaces for 2 Girls BFF Necklaces Friendship Gifts Birthday Christmas Graduation Gifts Long Distance Gift
SDOFY£7.034.5★111 rev
Newest
by launch date
Best Friend Bracelets 2 Matching Yin And Yangs Adjustable Rope For Friendship Relationship Boyfriend Girlfriend Valentines Day Gift Girls Sports Watch (A One Size)
Generic£6.230 rev
Lufdegim 1 Set of 2Pcs BFF Necklace for 2 Best Friend Matching Heart Necklaces Bestfriend Birthday Gift for Women Birthday Graduation Christmas Valentines Gifts (B)
Lufdegim£5.183 rev
Zosutetoxo 2 Piece Friendship Necklace for 2 with Bracelets Butterfly Design Adjustable Friendship Bracelets Gift Idea for Best Friend
Zosutetoxo£5.3716 rev
Masaei Bff Necklace for 2 Girls Best Friend Necklace with Heart Shape Matching Puzzle Friendship Necklace for Sister Friend Graduation Christmas Birthday Gifts (Golden)
Masaei£5.114 rev
AllerPierce BFF Friendship Necklace for 2 Girls Cute Best Friend Matching Cat and Dog Necklace Jewellery Best Friends Friendship Gifts for Friends Women Girls Bestie Birthday Christmas Graduation
AllerPierce£7.977 rev
Trending
90-day click momentumBest Friend Bracelets 2 Matching Yin And Yangs Adjustable Rope For Friendship Relationship Boyfriend Girlfriend Valentines Day Gift Girls Sports Watch (A One Size)
Generic£6.230.0★
Lufdegim 1 Set of 2Pcs BFF Necklace for 2 Best Friend Matching Heart Necklaces Bestfriend Birthday Gift for Women Birthday Graduation Christmas Valentines Gifts (B)
Lufdegim£5.184.4★
JSDDE Natural Crystals Best Friends Forever and Ever BFF Necklace Engraved Puzzle Friendship Heart Pendant Necklaces Jewellery (4pcs/set)
JSDDE£11.084.0★
AllerPierce BFF Friendship Necklace for 2 Girls Cute Best Friend Matching Cat and Dog Necklace Jewellery Best Friends Friendship Gifts for Friends Women Girls Bestie Birthday Christmas Graduation
AllerPierce£7.973.5★
Zosutetoxo 2 Piece Friendship Necklace for 2 with Bracelets Butterfly Design Adjustable Friendship Bracelets Gift Idea for Best Friend
Zosutetoxo£5.374.8★
What buyers say about best friend necklace
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful good quality nice gift”
“pocket money friendly”
“Lovely keyring”
“Quality”
“Nicely presented”
“Sparkly, shimmery and great”
“These necklaces are absolutely lovely, my daughter bought them for herself and her friend and they were honestly over the moon when they arrived, the confetti detail is really pretty and they look even better in person, the only thing Id suggest is adding magnets so they can connect for photos as it would make it easier when trying to take pictures without having to hold them in place, they do tangle quite easily when not being worn so Id recommend storing them carefully”
“The colours stay vibrant, and the glittery finish gives them that fun, magical look that girls and teens love”
“comfortable to wear”
“The chains are lightweight”
What buyers complain about
“doesn't look like the picture”
“Definitely not silver”
“Very flimsy”
“Cheap and cheerful”
“it turned green”
Top return reasons
Common questions
- Is best friend necklace profitable to sell on Amazon United Kingdom?
- The niche generates £53K/yr across 27 tracked products. 0 of 7 products launched in the last 360 days are still selling. 90-day search growth is -7.3%. Flapen's verdict: Worth a look (50/100).
- How competitive is the best friend necklace niche?
- 26 brands and 62 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 51% of demand.
- What do buyers complain about in best friend necklace?
- Top complaints mined from reviews: Advertised Vs Actual Product, Metal Authenticity, Strength. The return rate is 0.4%.
- When does demand for best friend necklace peak?
- Demand peaks in Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the best friend necklace niche?
- Listings span £3.58–£11.08; the average listing price is £5.80 (sweet spot $15–$100). The average incumbent carries 86 reviews — the moat a new listing must climb.