Is friends profitable to sell on Amazon United Kingdom?

The niche generates £83K/yr across 33 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -16.1%. Flapen's verdict: Skip it (46/100).

How competitive is the friends niche?

23 brands and 99 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 62% of demand.

What do buyers complain about in friends?

Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Value For Money. The return rate is 1.1%.

When does demand for friends peak?

Demand peaks in Jan–Dec; the busiest month runs 3.2× the quietest.

What does it cost to enter the friends niche?

Listings span £3.36–£58.70; the average listing price is £14.21 (sweet spot $15–$100). The average incumbent carries 817 reviews — the moat a new listing must climb.

friends

Skip it

Weak search conversion (0.5%) — this niche doesn't clear our bar today.

Returns

Great1.1%

return rate — above 5% kills the launch gate

Price range

Great£3.36–£58.70

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

Brand share

Good62%

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

Competition

Good43%

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

Avg price

Good£14.21

avg listing price — sweet spot $15–$100

Review moat

Good817.45

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Market size

Bad£83K

£83K/yr · 1.3M searches

Growth

Bad-16.1%

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

Conversion

Bad0.5%

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

Signals No Dominant Brand Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, friends is a £83K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 62% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 46/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

23 falling

Sellers

Top-5 brand share

62%

Top 20: 97%

Top-5 click share

43%

Top 20: 84%

Open market

34%

SockShop20%
FRIENDS19%
HSSPIRITZ14%
BWWKTOP5%
The Carat Shop4%
Friends4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.1% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 3.2×

Open Trend

All search terms

Top friends 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

SockShop Ladies Friends Cotton Socks Pack of 3 Assorted 4-8

SockShop£11.074.8★116 rev

FRIENDS Womens Pyjamas Short Summer Pjs Sizes UK 8 to 22 Official Merchandise (16-18) White

FRIENDS£6.644.5★67 rev

HSSPIRITZ Friends Merchandise Glass Cups with Lids and Straws Friends TV Show Theme Pattern Fans Gifts Birthday Christmas Gifts for Women Men 16oz Iced Coffee Cup Ideal for Cocktail Coke Soda

HSSPIRITZ£12.704.4★15 rev

The Carat Shop FRIENDS TV Show How you Doin? Charm Pen

The Carat Shop£3.364.4★555 rev

Friends Coffee Mug in Presentation Gift Box (Central Perk Design) Ceramic Mug Official Merchandise 22oz/625ml One Size

Friends£12.414.7★3,141 rev

Newest

by launch date

HSSPIRITZ Friends Merchandise Glass Cups with Lids and Straws Friends TV Show Theme Pattern Fans Gifts Birthday Christmas Gifts for Women Men 16oz Iced Coffee Cup Ideal for Cocktail Coke Soda

HSSPIRITZ£12.7015 rev

7mo ago

Friendship Gifts Friends Makeup Bags Beautiful Cosmetic Bag Waterproof Linen Travel Toiletry Bag with Zipper Portable Pouch Bag Gifts for Best Friend Lady Birthday

VOYANTE£5.792 rev

7mo ago

HSSPIRITZ Funny Friends TV Show Kitchen Towels Merchandise Gifts for Kitchen Bathroom Decor 2 Pack Cute TV Show Dish Towels Birthday Housewarming Christmas for Women Men

HSSPIRITZ£12.508 rev

9mo ago

HSSPIRITZ Joey Doesnt Share Food Funny Engraved Stainless Steel Fork Best Bread Cake Dessert Fork Best Friends TV Show Fans gift for Women Men Kid Sister Parents Birthday Christmas Thanksgiving Gifts

HSSPIRITZ£7.7911 rev

1y ago

HSSPIRITZ 6 PCS Central Perk cork Coasters for Drinks Friends TV Show Merchandise Funny Set with Coaster Holder for coffee table tea table bar Friends TV Themed Gifts for Fans Housewarming Gifts

HSSPIRITZ£11.5121 rev

1y ago

What buyers say about friends

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

What buyers love

Value For Money27%

“Good value for money”

Quality-Overall21%

“Well made looks great on the door”

Strength13%

“Very nice and strong just what I was looking for”

Gifting Purpose12%

“Good gift”

Soft Feel7%

“bought for little sister, very soft and happy with purchase”

Size-Overall5%

“Good size”

Pen/Pencil Quality3%

“its a great wee pen”

Advertised Vs Actual Product3%

“Exactly as expected”

Design-Overall2%

“menu layout etc is all brilliant and really goes a long way to making up for the case deficiencies”

Ease Of Use2%

“easy to use for both adults and children”

What buyers complain about

Size-Overall33%

“Thought it was bigger”

Adhesion/Stickiness17%

“As for the people saying it doesn't stick well”

Value For Money17%

“Expensive for what it is”

Ease Of Use6%

“putting them back difficult”

Water Resistance4%

“Not waterproof inside”

Top return reasons

Frame Quality19%

Size-Overall13%

Quality-Overall11%

Paint Quality11%

Functionality-Overall9%

Ease Of Use4%

Value For Money3%

Gifting Purpose3%

Gap/Hole3%

Product Condition3%

Common questions

Is friends profitable to sell on Amazon United Kingdom?: The niche generates £83K/yr across 33 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -16.1%. Flapen's verdict: Skip it (46/100).
How competitive is the friends niche?: 23 brands and 99 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 62% of demand.
What do buyers complain about in friends?: Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Value For Money. The return rate is 1.1%.
When does demand for friends peak?: Demand peaks in Jan–Dec; the busiest month runs 3.2× the quietest.
What does it cost to enter the friends niche?: Listings span £3.36–£58.70; the average listing price is £14.21 (sweet spot $15–$100). The average incumbent carries 817 reviews — the moat a new listing must climb.

friends

friends market data

Competition & brand share

Demand & seasonality

Top friends search terms