---
title: "Passport Holder — £349K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/passport-holder"
last_updated: "2026-07-31T16:39:26.949Z"
locale: en
meta:
description: "Niche score 45/100 · £349K/yr market · 1.8M searches/yr · £8.91 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £349K/yr market · 1.8M searches/yr · £8.91 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Passport Holder — £349K/yr Amazon UK Niche (2026) - Flapen"
---
# **passport holder**
**Skip it**
Pricing outside the sweet spot ($8.91 avg) — this niche doesn't clear our bar today.
Market size 53Growth 31Conversion 27Competition 50Returns 82Price range 31Avg price 25Brand share 50Review moat 45Quality gap 43
**Returns**
**Great****1.7%**
return rate — above 5% kills the launch gate
**Market size**
**Good****£349K**
£349K/yr · 1.8M searches
**Competition**
**Okay****55%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****75%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****1,979.81**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
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–£20.37**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****2.2%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****£8.91**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
50K30KHoliday '24Spike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/fashion/passport-holder/trend)
## **Top passport holder search terms**
- **passport holder**561K/yr+5.1%1.0% conv. - **passport cover**276K/yr-5.2%0.7% conv. - **passport holder travel wallet**204K/yr-0.3%1.1% conv. - **travel wallet**157K/yr-0.3%0.7% conv. - **travel document holder**109K/yr+3.6%0.8% conv. - **passport wallet**84K/yr+1.0%0.8% conv. - **passport holder family**29K/yr+118.6%1.6% conv. - **family passport holder**42K/yr+62.6%1.4% conv. - **family passport holder for 4**31K/yr+12.7%1.8% conv. - **travel document wallet**43K/yr+13.6%0.8% conv. [**All search terms **](https://flapen.com/research/uk/fashion/passport-holder/search-terms)
## **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.
0%10%£35K20%£70K30%£105K40%£139K101001K10K 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**BOACAY Family Passport Holder RFID Travel Wallet for Women & Men Document Organiser Holiday Essentials & Waterproof Cover for Tickets Money Cards**BOACAY**£8.75**4.5★6,981 rev](https://www.amazon.co.uk/dp/B094JRPBNG) [2**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**£9.84**4.6★5,728 rev](https://www.amazon.co.uk/dp/B07MPP7R34) [3**Cinocratic Passport Holder for Travel Accessories RFID Blocking PU Leather Passport Cover Wallet Card Case for Men and Women (Black)**Cinocratic**£7.06**4.3★60 rev](https://www.amazon.co.uk/dp/B0G2XYT1J3) [4**BOACAY Family Passport Holder RFID Travel Wallet for Women & Men Document Organiser Holiday Essentials & Waterproof Cover for Tickets Money Cards**BOACAY**£8.69**4.5★6,981 rev](https://www.amazon.co.uk/dp/B093LSKVBC) [5**BOACAY Family Passport Holder RFID Travel Wallet for Women & Men Document Organiser Holiday Essentials & Waterproof Cover for Tickets Money Cards**BOACAY**£8.74**4.5★6,981 rev](https://www.amazon.co.uk/dp/B0BS6R6D89)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**JUNDUN 2500 Fireproof Family Passport Holder Upgraded Material**JUNDUN**£15.00**36 rev6mo ago](https://www.amazon.co.uk/dp/B0GHYFNX5H) [**Cinocratic Passport Holder for Travel Accessories RFID Blocking PU Leather Passport Cover Wallet Card Case for Men and Women (Black)**Cinocratic**£7.06**60 rev8mo ago](https://www.amazon.co.uk/dp/B0G2XYT1J3) [**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**£7.46**93 rev9mo ago](https://www.amazon.co.uk/dp/B0FHKFLJQH) [**toTravelGear Passport Holder for Travel Essentials RFID Blocking Passport Cover Case for Travel Accessories Travel Wallet for Women Men Cream Minimalist**toTravelGear**£7.56**93 rev10mo ago](https://www.amazon.co.uk/dp/B0FHKFL2WQ) [**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**£3.97**201 rev10mo ago](https://www.amazon.co.uk/dp/B0FP5522XK)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**JUNDUN 2500 Fireproof Family Passport Holder Upgraded Material**JUNDUN**£15.00**4.6★**▲ 103%**](https://www.amazon.co.uk/dp/B0GHYFNX5H) [**toTravelGear Passport Holder for Travel Essentials RFID Blocking Passport Cover Case for Travel Accessories Travel Wallet for Women Men Cream Minimalist**toTravelGear**£7.56**4.6★**▲ 101%**](https://www.amazon.co.uk/dp/B0FHKFL2WQ) [**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**£7.46**4.6★**▲ 101%**](https://www.amazon.co.uk/dp/B0FHKFLJQH) [**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**£9.90**4.6★**▲ 81%**](https://www.amazon.co.uk/dp/B084M9MMS6) [**Lychii Leather Passport Wallet for Women and Men PU Travel Protector Wallet Pouch Protective Case for Passport Boarding Pass and ID Card**Lychii**£8.23**4.5★**▲ 71%**](https://www.amazon.co.uk/dp/B07MXX12S7)
**~~View all trending →~~**
## **What buyers say about passport holder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**28%
*“Brilliant quality”*
**Advertised Vs Actual Product**10%
*“As described”*
**Size-Overall**8%
*“Fits everything”*
**Pockets/Compartments**7%
*“lots of pockets for all your travel needs”*
**Value For Money**7%
*“Really good value”*
**Design-Overall**5%
*“Good product nice design”*
**Ease Of Use**4%
*“Easy to use”*
**Color**4%
*“Lovely colour”*
**Storage Capacity**4%
*“Holds everything youd need in one place”*
**Portability**4%
*“Easy to use and carry around”*
### **What buyers complain about **
**Size-Overall**18%
*“Passport at not fitting in”*
**Color**10%
*“Colour is quite off from the picture”*
**Quality-Overall**9%
*“Quality not good”*
**Strength**7%
*“Was quite flimsy”*
**Zipper Quality**5%
*“Zip broken”*
**Material Quality**4%
*“wallet material not up to standard”*
**Value For Money**3%
*“not worth the money - looks and feels like something you would buy on a cheap market stall for £2-00, disappointed, wouldn't recommend”*
**Leather Quality**3%
*“I know it is not real leather”*
**Flexibility**2%
*“Too stiff, dont like it at all”*
**Strap/String Quality**1%
*“Flimsy strap”*
### **Top return reasons **
**Size-Overall**54%
**Quality-Overall**14%
**Material Quality**5%
**Color**4%
**Pockets/Compartments**3%
**Weight Heavy**3%
**Advertised Vs Actual Product**2%
**Zipper Quality**2%
**Strength**2%
**Functionality-Overall**1%
## **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.
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