necklace
Launch itA $3.4M/yr market growing +3.1% this quarter with returns at 2.5% — clears our launch bar.
Market size
Incredible£3.4M£3.4M/yr · 7.2M searches
Avg price
Incredible£34.45avg listing price — sweet spot $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Returns
Good2.5%return rate — above 5% kills the launch gate
Review moat
Good1,111.5avg incumbent reviews — the moat a new listing must climb
Brand share
Good72%top-5 brand share — brands hold most of the demand
Price range
Okay£5.01–£201.41cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+3.1%90-day search growth — must beat 0% to launch
Conversion
Bad1.4%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, necklace is a £3.4M/yr Amazon United Kingdom market (7.2M searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 58/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
necklace market data
- Units sold / yr
- 80K–100K
- avg 500–750/product
- Revenue / yr
- £2.8M–£3.4M
- units × avg price
- Conversion rate
- 1.4%
- Avg BSR
- #311
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 73%
- Out of stock
- 1.8%
- Avg brand age
- 41 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
20 falling
Sellers
55
Top-5 brand share
72%
Top 20: 100%
Top-5 click share
48%
Top 20: 82%
Open market
22%
- Swarovski26%
- PANDORA20%
- Thomas Sabo9%
- BULINLIN8%
- DORANA8%
- LOCIBLO6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.1×
Top necklace search terms
- swarovski959K/yr
- bracelets for womens765K/yr
- necklace746K/yr
- necklaces for women630K/yr
- silver bracelet for women565K/yr
- bracelet590K/yr
- silver necklaces for women490K/yr
- bracelets257K/yr
- swarovski bracelet310K/yr
- sterling silver bracelet228K/yr
Top necklace 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
PANDORA Timeless Womens Sterling Silver Sparkling Slider Bracelet for Charms Size 23 With Gift Box
PANDORA£55.114.4★201 rev
Swarovski Angelic necklace Round cut White Rhodium plated
Swarovski£106.174.3★3,185 rev
BULINLIN Beaded Silver Bangle Wrap Bracelet for Her Layered Bohemian Bracelets with Natural Stone Jewellery Gifts for Women Ladies (Jade Green)
BULINLIN£13.054.6★1,527 rev
DORANA 1.5mm Silver Chains for Women S925 Twisted Rope Chain Sturdy Sterling Silver Chain Necklace Fade-Proof Ladies Chains Necklace Jewellery Gifts
DORANA£7.474.2★257 rev
LOCIBLO February Birthstone Necklaces for Women 925 Sterling Silver Infinity Pendant White Gold Purple Created Amethyst Necklace Jewellery for Her 16+2
LOCIBLO£35.314.7★502 rev
Newest
by launch date
Avotto S925 Silver Chain for Women Hypoallergenic Ladies Chain Necklace for Women Silver Neckalce 16 18 20 22 24 Inch
Avotto£7.3926 rev
Avotto S925 Silver Chain for Women Hypoallergenic Ladies Chain Necklace for Women Silver Neckalce 16 18 20 22 24 Inch
Avotto£7.3926 rev
Swarovski Una Necklace Blue Rhodium Plated
Swarovski£114.563,185 rev
ADRAMATA 3Pcs 925 Sterling Silver Bracelets for Women Girls Adjustable Stackable Bracelets Set Layered Chain Bracelet Silver Bangles for Womens Ladies with Gift Box
ADRAMATA£11.40179 rev
DORANA 1.5mm Silver Chains for Women S925 Twisted Rope Chain Sturdy Sterling Silver Chain Necklace Fade-Proof Ladies Chains Necklace Jewellery Gifts
DORANA£7.47257 rev
Trending
90-day click momentumAvotto S925 Silver Chain for Women Hypoallergenic Ladies Chain Necklace for Women Silver Neckalce 16 18 20 22 24 Inch
Avotto£7.394.2★
Avotto S925 Silver Chain for Women Hypoallergenic Ladies Chain Necklace for Women Silver Neckalce 16 18 20 22 24 Inch
Avotto£7.394.2★
Swarovski Una Necklace Blue Rhodium Plated
Swarovski£114.564.3★
MagnetRX Magnetic Copper Bracelet for Men - EllipseMAX 5X Strength 5 000 Gauss Magnets - Designed in USA & Patent Approved - Premium Mens Copper Bracelet with Adjustable Length
MagnetRX£43.844.5★
PANDORA Timeless Womens Sterling Silver Sparkling Slider Bracelet for Charms Size 25 With Gift Box
PANDORA£56.094.4★
What buyers say about necklace
What buyers praise and complain about, mined from review topics.What buyers love
“A really good quality bracelet”
“Beautiful chain”
“Good price”
“Perfect for a gift for that special person”
“as described”
“Pretty,”
“Nice and strong looks lovely”
“it's super sparkly”
“Good fit”
“Silver necklace”
What buyers complain about
“Wrong size”
“the actual silver is coming off”
“Looks expensive”
“Turned black after 2 days”
“Broke the first time I wore it”
“Poor quality”
“very thin chain”
“a bit fiddly”
“Really bad rash”
“Thin”
Top return reasons
Common questions
- Is necklace profitable to sell on Amazon United Kingdom?
- The niche generates £3.4M/yr across 40 tracked products. 1 of 6 products launched in the last 360 days are still selling. 90-day search growth is +3.1%. Flapen's verdict: Launch it (58/100).
- How competitive is the necklace niche?
- 20 brands and 55 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in necklace?
- Top complaints mined from reviews: Size-Overall, Metal Authenticity, Value For Money. The return rate is 2.5%.
- When does demand for necklace peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.1× the quietest.
- What does it cost to enter the necklace niche?
- Listings span £5.01–£201.41; the average listing price is £34.45 (sweet spot $15–$100). The average incumbent carries 1,112 reviews — the moat a new listing must climb.