Is friendship profitable to sell on Amazon United Kingdom?

The niche generates £38K/yr across 90 tracked products. 8 of 33 products launched in the last 360 days are still selling. 90-day search growth is -13.3%. Flapen's verdict: Worth a look (52/100).

How competitive is the friendship niche?

78 brands and 149 sellers compete. The top 5 products take 24% of clicks and top 5 brands hold 28% of demand.

What do buyers complain about in friendship?

Top complaints mined from reviews: Size-Overall, Advertised Vs Actual Product, Quality-Overall. The return rate is 0.5%.

When does demand for friendship peak?

Demand peaks in Nov–Dec; the busiest month runs 4.4× the quietest.

What does it cost to enter the friendship niche?

Listings span £2.46–£33.45; the average listing price is £8.37 (sweet spot $15–$100). The average incumbent carries 1,066 reviews — the moat a new listing must climb.

friendship

Worth a look

Shows low returns (0.5%), but a small market ($38K/yr) keeps it on the watch list.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Brand share

Incredible28%

top-5 brand share — no brand owns this niche

Competition

Great24%

top-5 click share — an open shelf

Review moat

Good1,066.49

avg incumbent reviews — the moat a new listing must climb

Price range

Good£2.46–£33.45

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Okay2.9%

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

Avg price

Bad£8.37

avg listing price — sweet spot $15–$100

Growth

Bad-13.3%

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

Market size

Bad£38K

£38K/yr · 157K searches

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, friendship is a £38K/yr Amazon United Kingdom market (157K searches/yr). The top 5 brands hold 28% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 52/100.

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

friendship market data

Units sold / yr: 3K–4K; avg 0–100/product
Revenue / yr: £25K–£33K; units × avg price
Conversion rate: 2.9%
Avg BSR: #173
Page quality: 0%
Prime: 98%
Sponsored: 92%
Out of stock: 4.3%
Avg brand age: 24 months
Avg seller age: 176 days

Competition & brand share

Clicks spread well past the top 5 (24% combined) — an open shelf where new products get seen.

Brands

78 falling

Sellers

149

Top-5 brand share

28%

Top 20: 63%

Top-5 click share

24%

Top 20: 56%

Open market

68%

Yalucky7%
Jeasona6%
AIKOBAA5%
Generic5%
GADITIEK4%
LimaLima4%

Demand & seasonality

Weekly Amazon search volume, last 84 weeks — -13.3% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 4.4×

Open Trend

Top friendship search terms

friendship78K/yr -32.6%1.1% conv.
special gifts for women20K/yr +6.1%1.0% conv.
friend birthday15K/yr -13.0%2.9% conv.
good friends gifts14K/yr +36.8%2.9% conv.
special friend10K/yr -6.9%2.3% conv.
birthday present for friend female6K/yr -12.7%0.8% conv.
friendship presents5K/yr +8.6%0.8% conv.
meaningful friendship gifts3K/yr +26.3%0.5% conv.
gifts for women birthday unique friend3K/yr +21.9%0.8% conv.
christmas gifts for women friends1K/yr -15.0%0.0% conv.

All search terms

Top friendship 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

Jeasona 5 Pairs Cat Socks for Women 4-7 Cotton Gifts for Cat Lovers Birthday Gifts for Mum Her Girlfriend Christmas Gifts

Jeasona£7.594.7★14,059 rev

Friend Gifts for Women & Girls Friendship Keyring for Best Friend

Generic£3.414.6★884 rev

AIKOBAA Encouragement Gift for Friends Crystal Keychain with Youve Got This Message Uplifting Friendship Gift with Meaningful Stones Good Luck & Support Present

AIKOBAA£3.304.3★15 rev

Friendship Gifts for Women Wine Glasses Drinking Personalised Birthday Gifts for Friend Women Special Friends Gift Leaving Gift for Her Colleague Best Friends Sister Christmas Galentines Present

Yalucky£10.324.7★1,598 rev

GADITIEK Funny Best Friend - Gifts for Women Good Friends Are Like Big Knickers Notebook Pen & Keychain Set Best Friend Birthday Gifts Funny Friendship Gift Ideas

GADITIEK£5.044.4★272 rev

Newest

by launch date

Perfect Message Friend Gift Birthday Keyring Thinking of You Gift for Women (Tree of Life Keyring)

Perfect Message£3.4614 rev

2mo ago

Friendship Gifts for Women Crochet Star with Card Friend Birthday Gifts for Women Cute Hanging Handmade Star Birthday Gift for Female Friends Bestie Unique Keepsake

DINSAGE£4.9114 rev

3mo ago

WILDFISH & CO Best Friends Ornament Gift with Card & Gift Box Friendship Keepsake Decoration for Women Birthday Thank You Thinking of You Present.

Wildfish & Co£13.4211 rev

4mo ago

Heart Shaped Friendship Ornament 2D Acrylic Hanging Heart Keepsake Friendship Gifts for Women Christmas Tree Hanging Decoration Friendships Themed Heart Decoration

KRENIE£4.1833 rev

7mo ago

GADITIEK Funny Best Friend - Gifts for Women Good Friends Are Like Big Knickers Notebook Pen & Keychain Set Best Friend Birthday Gifts Funny Friendship Gift Ideas

GADITIEK£5.04272 rev

7mo ago

What buyers say about friendship

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

What buyers love

Gifting Purpose42%

“Cute gift”

Quality-Overall21%

“Good quality card”

Value For Money11%

“Excellent value for money”

Advertised Vs Actual Product5%

“As advertised”

Size-Overall4%

“Really good size box”

Color3%

“The colours are bright”

Smell2%

“A well-presented pampering gift set with a relaxing scent”

Soft Feel2%

“Lovely so soft and cozy”

Design-Overall1%

“The design is stylish”

Warmth1%

“a lovely warm winter hat”

What buyers complain about

Size-Overall35%

“Bit small”

Advertised Vs Actual Product14%

“Not as advertised”

Quality-Overall13%

“Not great quality”

Value For Money6%

“Different place different price”

Gifting Purpose4%

“Very disappointed and embarrassed to give this as a gift”

Material Quality3%

“Nice card Material not great very poorly finished around edges especially for the price”

Print Quality2%

“Its not printed the wrong way like a lot of reviews are saying”

Metal Authenticity2%

“Definitely not silver”

Strength1%

“It was bent”

Stitch/Finish/Polish1%

“coming apart at the seams after very little wear”

Top return reasons

Size-Overall39%

Quality-Overall14%

Advertised Vs Actual Product10%

Value For Money6%

Defective Material/Parts6%

Gifting Purpose5%