---
title: "Friendship — £38K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/friendship"
last_updated: "2026-07-31T12:57:15.798Z"
locale: en
meta:
description: "Niche score 52/100 · £38K/yr market · 157K searches/yr · £8.37 avg price. A small market ($38K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 52/100 · £38K/yr market · 157K searches/yr · £8.37 avg price. A small market ($38K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Friendship — £38K/yr Amazon UK Niche (2026) - Flapen"
---
# **friendship**
**Worth a look**
Shows low returns (0.5%), but a small market ($38K/yr) keeps it on the watch list.
Market size 10Growth 18Conversion 37Competition 91Returns 98Price range 60Avg price 23Brand share 97Review moat 61Quality gap 43
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Brand share**
**Incredible****28%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****24%**
top-5 click share — an open shelf
**Review moat**
**Good****1,066.49**
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**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.9%**
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**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
12K8KSpike '25Prime Day '25Holiday '25 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Nov, Dec · busiest ÷ quietest = 4.4×
[**Open Trend **](https://flapen.com/research/uk/fashion/friendship/trend)
## **Top friendship search terms**
- **friendship**78K/yr-32.6%1.1% conv. - **special gifts for women**20K/yr+6.1%1.0% conv. - **friend birthday**15K/yr-13.0%2.9% conv. - **good friends gifts**14K/yr+36.8%2.9% conv. - **special friend**10K/yr-6.9%2.3% conv. - **birthday present for friend female**6K/yr-12.7%0.8% conv. - **friendship presents**5K/yr+8.6%0.8% conv. - **meaningful friendship gifts**3K/yr+26.3%0.5% conv. - **gifts for women birthday unique friend**3K/yr+21.9%0.8% conv. - **christmas gifts for women friends**1K/yr-15.0%0.0% conv. [**All search terms **](https://flapen.com/research/uk/fashion/friendship/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.
0%2%£7674%£2K6%£2K8%£3K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Jeasona 5 Pairs Cat Socks for Women 4-7 Cotton Gifts for Cat Lovers Birthday Gifts for Mum Her Girlfriend Christmas Gifts**Jeasona**£7.59**4.7★14,059 rev](https://www.amazon.co.uk/dp/B07C1XPLQQ) [2**Friend Gifts for Women & Girls Friendship Keyring for Best Friend**Generic**£3.41**4.6★884 rev](https://www.amazon.co.uk/dp/B0CY9RJ6LM) [3**AIKOBAA Encouragement Gift for Friends Crystal Keychain with Youve Got This Message Uplifting Friendship Gift with Meaningful Stones Good Luck & Support Present**AIKOBAA**£3.30**4.3★15 rev](https://www.amazon.co.uk/dp/B0FZTJN1YF) [4**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**£10.32**4.7★1,598 rev](https://www.amazon.co.uk/dp/B0C69J45XJ) [5**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**£5.04**4.4★272 rev](https://www.amazon.co.uk/dp/B0G58M1HNF)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Perfect Message Friend Gift Birthday Keyring Thinking of You Gift for Women (Tree of Life Keyring)**Perfect Message**£3.46**14 rev2mo ago](https://www.amazon.co.uk/dp/B0GZ4NTVXP) [**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**£4.91**14 rev3mo ago](https://www.amazon.co.uk/dp/B0GTZ5N2N3) [**WILDFISH & CO Best Friends Ornament Gift with Card & Gift Box Friendship Keepsake Decoration for Women Birthday Thank You Thinking of You Present.**Wildfish & Co**£13.42**11 rev4mo ago](https://www.amazon.co.uk/dp/B0GSXMJN1B) [**Heart Shaped Friendship Ornament 2D Acrylic Hanging Heart Keepsake Friendship Gifts for Women Christmas Tree Hanging Decoration Friendships Themed Heart Decoration**KRENIE**£4.18**33 rev7mo ago](https://www.amazon.co.uk/dp/B0G5DYL86V) [**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**£5.04**272 rev7mo ago](https://www.amazon.co.uk/dp/B0G58M1HNF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Perfect Message Friend Gift Birthday Keyring Thinking of You Gift for Women (Tree of Life Keyring)**Perfect Message**£3.46**4.5★**▲ 308%**](https://www.amazon.co.uk/dp/B0GZ4NTVXP) [**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**£4.91**4.6★**▲ 306%**](https://www.amazon.co.uk/dp/B0GTZ5N2N3) [**WILDFISH & CO Best Friends Ornament Gift with Card & Gift Box Friendship Keepsake Decoration for Women Birthday Thank You Thinking of You Present.**Wildfish & Co**£13.42**4.2★**▲ 293%**](https://www.amazon.co.uk/dp/B0GSXMJN1B) [**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**£5.04**4.4★**▲ 284%**](https://www.amazon.co.uk/dp/B0G58M1HNF) [**Jeasona 5 Pairs Cat Socks for Women 4-7 Cotton Gifts for Cat Lovers Birthday Gifts for Mum Her Girlfriend Christmas Gifts**Jeasona**£7.59**4.7★**▲ 282%**](https://www.amazon.co.uk/dp/B07C1XPLQQ)
**~~View all trending →~~**
## **What buyers say about friendship**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Gifting Purpose**42%
*“Cute gift”*
**Quality-Overall**21%
*“Good quality card”*
**Value For Money**11%
*“Excellent value for money”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Size-Overall**4%
*“Really good size box”*
**Color**3%
*“The colours are bright”*
**Smell**2%
*“A well-presented pampering gift set with a relaxing scent”*
**Soft Feel**2%
*“Lovely so soft and cozy”*
**Design-Overall**1%
*“The design is stylish”*
**Warmth**1%
*“a lovely warm winter hat”*
### **What buyers complain about **
**Size-Overall**35%
*“Bit small”*
**Advertised Vs Actual Product**14%
*“Not as advertised”*
**Quality-Overall**13%
*“Not great quality”*
**Value For Money**6%
*“Different place different price”*
**Gifting Purpose**4%
*“Very disappointed and embarrassed to give this as a gift”*
**Material Quality**3%
*“Nice card Material not great very poorly finished around edges especially for the price”*
**Print Quality**2%
*“Its not printed the wrong way like a lot of reviews are saying”*
**Metal Authenticity**2%
*“Definitely not silver”*
**Strength**1%
*“It was bent”*
**Stitch/Finish/Polish**1%
*“coming apart at the seams after very little wear”*
### **Top return reasons **
**Size-Overall**39%
**Quality-Overall**14%
**Advertised Vs Actual Product**10%
**Value For Money**6%
**Defective Material/Parts**6%
**Gifting Purpose**5%
**Material Quality**3%
**Color**2%
**Print Quality**2%
**Functionality-Overall**1%
## **Common questions**
- **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.
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