locket
Skip itSoft demand (-21.2% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Review moat
Great264.34avg incumbent reviews — the moat a new listing must climb
Price range
Good£4.30–£42.85cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£14.52avg listing price — sweet spot $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Market size
Bad£96K£96K/yr · 388K searches
Conversion
Bad1.7%search→purchase rate — share of searches ending in a sale
Growth
Bad-21.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, locket is a £96K/yr Amazon United Kingdom market (388K searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 48/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
locket market data
- Units sold / yr
- 5K–6K
- avg 0–100/product
- Revenue / yr
- £73K–£87K
- units × avg price
- Conversion rate
- 1.7%
- Avg BSR
- #1,157
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 78%
- Out of stock
- 3.4%
- Avg brand age
- 43 months
- Avg seller age
- 175 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
19 falling
Sellers
24
Top-5 brand share
76%
Top 20: 100%
Top-5 click share
54%
Top 20: 86%
Open market
21%
- U728%
- Old English Jewellers22%
- PHOCKSIN11%
- Philip Jones10%
- UNICRAFTALE3%
- YOUFENG Jewellery3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -21.2% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.5×
Top locket search terms
- locket necklace91K/yr
- locket52K/yr
- silver locket25K/yr
- silver lockets for women with chain22K/yr
- lockets21K/yr
- photo necklace31K/yr
- lockets necklace for women20K/yr
- heart locket necklace13K/yr
- locket necklace with photo10K/yr
- sterling silver locket13K/yr
Top locket 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Old English Jewellers 9ct Yellow Gold on Silver Cubic Zirconia Heart Photo Locket Pendant Necklace + 16 18 20 inch Chain (20)
Old English Jewellers£27.524.3★33 rev
U7 Gold Heart Pendant Locket Necklace for Women Fashion Jewellery
U7£12.673.9★951 rev
U7 Heart Locket Necklace Personalised Jewellery with Photo Inside Gold
U7£11.853.9★951 rev
PHOCKSIN Forever in My Heart Locket Necklace for Pictures Silver Heart Memorial Lockets for Girls Birthday Gifts for Loved Ones
PHOCKSIN£8.405.0★6 rev
Philip Jones Silver Plated Heart Locket
Philip Jones£7.884.4★537 rev
Newest
by launch date
UNICRAFTALE 2 Sets Gold Rhinestone Photo Charms Stainless Steel Crystal Memory Locket Charms Flat Round DIY Photo Necklace Making Kit Photo Frame with Chain for Necklaces Jewelry Making 30.5mm
UNICRAFTALE£8.351 rev
MICSAVI 925 Sterling Silver Photo Necklace Heart Locket Pendant Picture Personalised Necklace for Women Girls with 19.69 Inch Adjustable Chain for Mum Girlfriend Daughter
MICSAVI£19.268 rev
QttvbTna Heart Personalized Photo Locket Necklace Silver Locket Necklaces for Women That Holds Pictures Customisable Photo Lockets Necklace Jewelry Gifts
QttvbTna£4.304 rev
Yumilok Chain Necklace for women Tree of Life Hollow Open Rund Zirconia Photo Picture Locket Necklace 925 Sterling Silver
Yumilok£20.8658 rev
Print Maniacs Personalised Heart Locket Necklace with Engraved Text and Photo Mother Day Birthday for Mum Thoughtful Memorial Gifts for Mum Girlfriend Women and Girls Silver
Print Maniacs£17.30182 rev
Trending
90-day click momentumU7 Gold Heart Pendant Locket Necklace for Women Fashion Jewellery
U7£12.673.9★
Old English Jewellers 925 Sterling Silver Patterned Heart Shape Small Photo Locket Pendant Necklace + 16 18 20 inch Chain (18)
Old English Jewellers£14.935.0★
PHOCKSIN Silver Heart Locket Necklace Dog Paw Print Photo Lockets for Women In Memorial for Best Dog Cat Friends
PHOCKSIN£8.184.4★
PHOCKSIN Forever in My Heart Locket Necklace for Pictures Silver Heart Memorial Lockets for Girls Birthday Gifts for Loved Ones
PHOCKSIN£8.405.0★
PHOCKSIN Silver Oval Locket Necklace For Girls Glossy Locket Necklace With Personalised Pictures Inside Memory Lockets Necklaces As Mothers Day Gifts
PHOCKSIN£9.945.0★
What buyers say about locket
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent quality”
“Nice long chain great value”
“A really nice gift to be given”
“Pretty decent value for money”
“Perfect size”
“It was exactly what was advertised”
“Still able to be used”
“It looks exactly like it does in the photos, absolutely stunning”
“the clasp holds secure and stays tightly shut”
“it closes very securely with little magnets”
What buyers complain about
“This does not turn out as advertised at all”
“The chain itself is quite short”
“however the chain is delicate so take care”
“Feels cheap & flimsy”
“Plastic”
“Very disappointed, because only after a few weeks of wearing the neckless one of the mother of pearl inlays has fallen out and I don't know where it is”
“It is not really deep enough for anything chunky”
Top return reasons
Common questions
- Is locket profitable to sell on Amazon United Kingdom?
- The niche generates £96K/yr across 32 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -21.2%. Flapen's verdict: Skip it (48/100).
- How competitive is the locket niche?
- 19 brands and 24 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in locket?
- Top complaints mined from reviews: Advertised Vs Actual Product, Size-Overall, Chain/Key Quality. The return rate is 0.9%.
- When does demand for locket peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.
- What does it cost to enter the locket niche?
- Listings span £4.30–£42.85; the average listing price is £14.52 (sweet spot $15–$100). The average incumbent carries 264 reviews — the moat a new listing must climb.