passport holder
Skip itPricing outside the sweet spot ($8.91 avg) — this niche doesn't clear our bar today.
Returns
Great1.7%return rate — above 5% kills the launch gate
Market size
Good£349K£349K/yr · 1.8M searches
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Brand share
Okay75%top-5 brand share — brands hold most of the demand
Review moat
Okay1,979.81avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+4.8%90-day search growth — must beat 0% to launch
Price range
Okay£2.94–£20.37cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay2.2%search→purchase rate — share of searches ending in a sale
Avg price
Okay£8.91avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, passport holder is a £349K/yr Amazon United Kingdom market (1.8M searches/yr). The top 5 brands hold 75% of demand. Verdict: Skip it — 45/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
passport holder market data
- Units sold / yr
- 30K–40K
- avg 1,000–1,250/product
- Revenue / yr
- £267K–£356K
- units × avg price
- Conversion rate
- 2.2%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 1.0%
- Avg brand age
- 38 months
- Avg seller age
- 181 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
19 falling
Sellers
28
Top-5 brand share
75%
Top 20: 100%
Top-5 click share
55%
Top 20: 92%
Open market
22%
- BOACAY41%
- Cinocratic12%
- Looxmeer12%
- Lychii7%
- toTravelGear3%
- AOOSU3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +4.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top passport holder search terms
- passport holder561K/yr
- passport cover276K/yr
- passport holder travel wallet204K/yr
- travel wallet157K/yr
- travel document holder109K/yr
- passport wallet84K/yr
- passport holder family29K/yr
- family passport holder42K/yr
- family passport holder for 431K/yr
- travel document wallet43K/yr
Top passport holder 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
BOACAY Family Passport Holder RFID Travel Wallet for Women & Men Document Organiser Holiday Essentials & Waterproof Cover for Tickets Money Cards
BOACAY£8.754.5★6,981 rev
Looxmeer Travel Wallet Family Passport Holder RFID Blocking Travel Accessories Document Organiser for Tickets Cards Cash Pen Key Waterproof Cover Holiday Essentials Case for Man & Woman
Looxmeer£9.844.6★5,728 rev
Cinocratic Passport Holder for Travel Accessories RFID Blocking PU Leather Passport Cover Wallet Card Case for Men and Women (Black)
Cinocratic£7.064.3★60 rev
BOACAY Family Passport Holder RFID Travel Wallet for Women & Men Document Organiser Holiday Essentials & Waterproof Cover for Tickets Money Cards
BOACAY£8.694.5★6,981 rev
BOACAY Family Passport Holder RFID Travel Wallet for Women & Men Document Organiser Holiday Essentials & Waterproof Cover for Tickets Money Cards
BOACAY£8.744.5★6,981 rev
Newest
by launch date
JUNDUN 2500 Fireproof Family Passport Holder Upgraded Material
JUNDUN£15.0036 rev
Cinocratic Passport Holder for Travel Accessories RFID Blocking PU Leather Passport Cover Wallet Card Case for Men and Women (Black)
Cinocratic£7.0660 rev
toTravelGear Passport Holder for Travel Essentials RFID Blocking Passport Cover Case for Travel Accessories Travel Wallet for Women Men Sage Green 5.8 x 4.2 x 0.23 inches Minimalist
toTravelGear£7.4693 rev
toTravelGear Passport Holder for Travel Essentials RFID Blocking Passport Cover Case for Travel Accessories Travel Wallet for Women Men Cream Minimalist
toTravelGear£7.5693 rev
AOOSU Passport Holder Cover PU Leather Passport Cover with RFID Blocking Travel Wallet Portable Universal Travel Wallet Case Organiser for Money Boarding Passes Credit Cards Black
AOOSU£3.97201 rev
Trending
90-day click momentumJUNDUN 2500 Fireproof Family Passport Holder Upgraded Material
JUNDUN£15.004.6★
toTravelGear Passport Holder for Travel Essentials RFID Blocking Passport Cover Case for Travel Accessories Travel Wallet for Women Men Cream Minimalist
toTravelGear£7.564.6★
toTravelGear Passport Holder for Travel Essentials RFID Blocking Passport Cover Case for Travel Accessories Travel Wallet for Women Men Sage Green 5.8 x 4.2 x 0.23 inches Minimalist
toTravelGear£7.464.6★
Looxmeer Travel Wallet Family Passport Holder RFID Blocking Travel Accessories Document Organiser for Tickets Cards Cash Pen Key Waterproof Cover Holiday Essentials Case for Man & Woman Black
Looxmeer£9.904.6★
Lychii Leather Passport Wallet for Women and Men PU Travel Protector Wallet Pouch Protective Case for Passport Boarding Pass and ID Card
Lychii£8.234.5★
What buyers say about passport holder
What buyers praise and complain about, mined from review topics.What buyers love
“Brilliant quality”
“As described”
“Fits everything”
“lots of pockets for all your travel needs”
“Really good value”
“Good product nice design”
“Easy to use”
“Lovely colour”
“Holds everything youd need in one place”
“Easy to use and carry around”
What buyers complain about
“Passport at not fitting in”
“Colour is quite off from the picture”
“Quality not good”
“Was quite flimsy”
“Zip broken”
“wallet material not up to standard”
“not worth the money - looks and feels like something you would buy on a cheap market stall for £2-00, disappointed, wouldn't recommend”
“I know it is not real leather”
“Too stiff, dont like it at all”
“Flimsy strap”
Top return reasons
Common questions
- Is passport holder profitable to sell on Amazon United Kingdom?
- The niche generates £349K/yr across 26 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is +4.8%. Flapen's verdict: Skip it (45/100).
- How competitive is the passport holder niche?
- 19 brands and 28 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in passport holder?
- Top complaints mined from reviews: Size-Overall, Color, Quality-Overall. The return rate is 1.7%.
- When does demand for passport holder peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the passport holder niche?
- Listings span £2.94–£20.37; the average listing price is £8.91 (sweet spot $15–$100). The average incumbent carries 1,980 reviews — the moat a new listing must climb.