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Family Passport Holder for 4

Fail

Shoppers spend only $67K a year here, so Family Passport Holder for 4 is a Fail.

Flapen Score
40
40 / 100
Ranks 1,933 of 2,461 Fashion niches · −8 vs the category median of 48
Market size
£67K/yr243K searches / yr
90-day growth
+32.8%search demand this quarter
Competition
63%top-5 click share · 12 brands · 18 sellers

Flapen Score

Family Passport Holder for 4 against its category

The dotted line is the Fashion average. Past it, Family Passport Holder for 4 is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Family Passport Holder for 4 market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Family Passport Holder for 4 243K times last year and spent an estimated £67K. The top 5 brands take 82% of clicks. Demand peaks in Jul. Flapen scores it 40 out of 100, a Fail.

01 · Demand

2.3% of searches ended in a purchase last week.

Shoppers searched for this 243K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.3% of those searches ended in a purchase. Searches in the last 90 days moved +32.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £67K a year.

Searches, last 12 months
243K
Growth, 90 days vs prior 90
+32.8%
Conversion, latest week
2.3%
Market size, estimated
£67Ka year
Peak month
July1.9× the quietest month
Top search term
passport holder family29K searches a year

02 · Price

A sale here is worth £11.88.

Listings sell for £11.88 on average, from £5.37 to £21.25. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £11.88 that is £1K to £3K a year per listing.

Average price
£11.88under the $15 to $100 sweet spot
Price range
£5.37–£21.25
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
2.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

94% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.7% of listings are out of stock. The average listing ranks #25 within Luggage & Travel Gear. It carries 2,621 reviews at 4.58 stars, so a new listing needs social proof before a better product.

Sponsored listings
94%
Prime listings
100%
Out of stock, average day
0.7%
Average rank
#25in Luggage & Travel Gear
Average rating
4.58 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,621per listing
Listings tracked
17

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 36 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
36 months

Products

Top Family Passport Holder for 4 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 63% of clicks. Leaders hold, but buyers still shop past them.

£0£7K£13K£20K£27K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

18

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

63%

Top 20: 100%

Open market

15%

  • BOACAY52%
  • Looxmeer12%
  • VanFn8%
  • FINTIE6%
  • tomtoc3%
  • JUNDUN3%
  • Open — no brand owns it (6 brands, 15%)

Demand

Family Passport Holder for 4 search demand

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

8K6KSpike '25Holiday '25Spike '26Prime Day '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jul · busiest ÷ quietest = 1.9×

Search terms

Top Family Passport Holder for 4 search terms shoppers use

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

  • passport holder family29K/yr
  • family passport holder42K/yr
  • family passport holder for 431K/yr
  • travel document holder organiser20K/yr
  • family passport holder for 511K/yr
  • family travel document holder8K/yr
  • travel money wallet12K/yr
  • travel document organiser9K/yr
  • travel wallet for men9K/yr
  • family travel wallet7K/yr

Reviews and returns

What reviews say buyers love and hate about Family Passport Holder for 4

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

Complain

Size-Overall21%−0.05

Maybe could be slightly bigger

Passport at not fitting in

slightly bigger than expected

Color11%−0.06

Colour is quite off from the picture

Colour description not accurate

its definitely not pink

Quality-Overall9%+2.62

quality not good

Quality is subpar as after 1 trip

OVERPRICED ANDLOW QUALITY

Zipper Quality9%−0.08

Zip broken

zip wasnt very good

Zip not finished, manufacture issue

Material Quality5%−0.04

wallet material not up to standard

almost soft cardboard feel

Love

Quality-Overall32%+2.62

it is well made

Nice quality passport holder

Excellent product

Size-Overall8%−0.05

Fits everything

Fits all my family's passports

Decent size and slim fit

Pockets/Compartments8%+0.45

Lots of pockets

There are plenty of compartments inside

still has plenty of room inside

Advertised Vs Actual Product6%

As described

Looks exactly like the photos

Just what I needed

Portability5%+0.51

Easy to use and carry around

it is a very practical option

Very useful for regular travellers

Return

2.0% Return rate 69% Fixable by listing

Size-Overall56%▇▆█▇█▆

Maybe could be slightly bigger

Passport at not fitting in

slightly bigger than expected

Quality-Overall12%▇█▃▇▅▇

quality not good

Quality is subpar as after 1 trip

OVERPRICED ANDLOW QUALITY

Color5%▄██▃▇▃

Colour is quite off from the picture

Colour description not accurate

its definitely not pink

Material Quality5%▃▃█▃▅█

wallet material not up to standard

almost soft cardboard feel

Pockets/Compartments4%█▄▄█▃▂

FAQ

Common Family Passport Holder for 4 questions

Answered from the same tracked data.