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Friendship

Maybe

An estimated 0.5% of orders come back. But shoppers spend an estimated $38K a year here, so Friendship is a Maybe.

Flapen Score
52
52 / 100
Top 34% of 2,461 Fashion niches · +4 vs the category median of 48
Market size
£38K/yr157K searches / yr
90-day growth
-13.3%search demand this quarter
Competition
24%top-5 click share · 78 brands · 149 sellers

Flapen Score

Friendship against its category

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

52Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Friendship market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Friendship 157K times last year and spent an estimated £38K. The top 5 brands take 28% of clicks. Demand peaks in Nov–Dec. Flapen scores it 52 out of 100, a Maybe.

01 · Demand

An estimated 2.9% of those searches ended in a purchase.

Shoppers searched for this 157K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 2.9% of those searches ended in a purchase. Searches in the last 90 days moved -13.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £38K a year.

Searches, last 12 months
157K
Growth, 90 days vs prior 90
-13.3%
Conversion, latest week
2.9%
Market size, estimated
£38Ka year
Peak month
December4.4× the quietest month
Top search term
friendship78K searches a year

02 · Price

A sale here is worth £8.37.

Listings sell for £8.37 on average, from £2.46 to £33.45. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At £8.37 that is £0 to £837 a year per listing.

Average price
£8.37under the $15 to $100 sweet spot
Price range
£2.46–£33.45
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
0–100
Revenue per listing a year
£0–£837
Returns
0.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

92% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 4.3% of listings are out of stock. The average listing ranks #173 within Luggage & Travel Gear. It carries 1,066 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
92%
Prime listings
98%
Out of stock, average day
4.3%
Average rank
#173in Luggage & Travel Gear
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,066per listing
Listings tracked
90

04 · Newcomers

8 of last year's 33 launches cleared the first-year sales bar.

33 products launched here in the last 12 months. 8 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 24 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
33
Successful launches
8Amazon's first-year sales bar
Average brand age
24 months

Products

Top Friendship products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 24% of clicks, no more. An open shelf where new products get seen.

£0£767£2K£2K£3K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

78 falling

Sellers

149

Est. top-5 brand share

28%

Top 20: 63%

Est. top-5 click share

24%

Top 20: 56%

Open market

68%

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

Demand

Friendship search demand

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

12K8KSpike '25Prime Day '25Holiday '25JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

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

Search terms

Top Friendship search terms shoppers use

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

  • friendship78K/yr
  • special gifts for women20K/yr
  • friend birthday15K/yr
  • good friends gifts14K/yr
  • special friend10K/yr
  • birthday present for friend female6K/yr
  • friendship presents5K/yr
  • meaningful friendship gifts3K/yr
  • gifts for women birthday unique friend3K/yr
  • christmas gifts for women friends1K/yr

Reviews and returns

What reviews say buyers love and hate about Friendship

We read the reviews and the return reasons for every product selling here.

42%of positive reviews mention “Gifting Purpose”
35%of negative reviews mention “Size-Overall”
0.5%of orders come back
“Bit small”
A buyer, on “Size-Overall”35% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common Friendship questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data