Is white shirt profitable to sell on Amazon United Kingdom?

The niche generates £233K/yr across 269 tracked products. 0 of 79 products launched in the last 360 days are still selling. 90-day search growth is +78.6%. Flapen's verdict: Worth a look (60/100).

How competitive is the white shirt niche?

47 brands and 89 sellers compete. The top 5 products take 11% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in white shirt?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Material Quality. The return rate is 5.2% — above our launch gate.

When does demand for white shirt peak?

Demand peaks in May–Jun–Jul–Aug–Nov; the busiest month runs 3.9× the quietest.

What does it cost to enter the white shirt niche?

Listings span £5.03–£42.82; the average listing price is £13.76 (sweet spot $15–$100). The average incumbent carries 1,780 reviews — the moat a new listing must climb.

white shirt

Worth a look

Shows a fragmented shelf (top 5 take 11% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Competition

Incredible11%

top-5 click share — an open shelf

Growth

Great+78.6%

90-day search growth — must beat 0% to launch

Price range

Good£5.03–£42.82

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good65%

top-5 brand share — brands hold most of the demand

Avg price

Good£13.76

avg listing price — sweet spot $15–$100

Review moat

Okay1,780.3

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£233K

£233K/yr · 2.5M searches

Returns

Bad5.2%

return rate — above 5% kills the launch gate

Conversion

Bad0.7%

search→purchase rate — share of searches ending in a sale

Signals High Returns

According to Flapen's Amazon United Kingdom niche tracking, white shirt is a £233K/yr Amazon United Kingdom market (2.5M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in May–Jun–Jul–Aug–Nov. Verdict: Worth a look — 60/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

white shirt market data

Units sold / yr: 15K–20K; avg 0–100/product
Revenue / yr: £206K–£275K; units × avg price
Conversion rate: 0.7%
Avg BSR: #161
Page quality: 0%
Prime: 99%
Sponsored: 97%
Out of stock: 4.2%
Avg brand age: 45 months
Avg seller age: 175 days

Competition & brand share

Clicks spread well past the top 5 (11% combined) — an open shelf where new products get seen.

Brands

47 rising

Sellers

Top-5 brand share

65%

Top 20: 91%

Top-5 click share

11%

Top 20: 30%

Open market

36%

J.VER29%
COOFANDY13%
Amazon Essentials8%
siliteelon6%
SEAYIJIA5%
Alimens & Gentle3%

Demand & seasonality

Weekly Amazon search volume, last 86 weeks — +78.6% search growth over the last 90 days.

Peak months: May, Jun, Jul, Aug, Nov · busiest ÷ quietest = 3.9×

Open Trend

Top white shirt search terms

linen shirts men178K/yr +273.3%0.4% conv.
shirts for men adult312K/yr +23.3%0.2% conv.
short sleeve shirts men157K/yr +204.5%0.3% conv.
shirt198K/yr +41.7%0.1% conv.
mens short sleeved shirts111K/yr +167.6%0.4% conv.
mens shirts short sleeve125K/yr +126.1%0.3% conv.
mens shirt177K/yr +29.7%0.1% conv.
white shirt men177K/yr +17.8%1.1% conv.
mens summer shirts77K/yr +199.2%0.3% conv.
mens linen shirts73K/yr +233.3%0.3% conv.

All search terms

Top white shirt 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.

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

J.VER Mens Linen Shirts Short Sleeve Summer Casual Lightweight Cotton Regular Fit Beach Button Down Shirt for Men with Pocket Blue L

J.VER£12.994.3★2,619 rev

SEAYIJIA Mens Linen Shirts Long Sleeve Cotton Linen Shirts with Pocket Casual Beach Shirt Regular Fit Summer Shirt White XL

SEAYIJIA£11.533.5★93 rev

J.VER Mens Linen Shirts Short Sleeve Summer Casual Lightweight Cotton Regular Fit Beach Button Down Shirt for Men with Pocket Blue XL

J.VER£13.014.3★2,619 rev

J.VER White Shirt Men Long Sleeve Fashion Dress Stretch Non Iron Button Down Shirts for Men Adult Business Casual Wedding Work M

J.VER£13.874.3★5,000 rev

J.VER Mens Linen Shirts Short Sleeve Green Summer Beach Holiday Regular Fit Casual Button Down Shirt M

J.VER£13.194.3★297 rev

Newest

by launch date

Amazon Essentials Mens Slim-Fit Long-Sleeve Stretch Dress Shirt White M

Amazon Essentials£13.30286 rev

1mo ago

SEAYIJIA Mens Linen Shirts Long Sleeve Cotton Linen Shirts with Pocket Casual Beach Shirt Regular Fit Summer Shirt White XL

SEAYIJIA£11.5393 rev

4mo ago

SEAYIJIA Mens Linen Shirts Long Sleeve Button Down Cotton Linen Beach Shirts Casual Summer Regular Fit Shirt White XL

SEAYIJIA£11.0882 rev

4mo ago

siliteelon Blue Mens Linen Shirts Long Sleeve Beach Casual Cotton Regular Fit Adult Summer Holiday Tops with Pocket XL

siliteelon£13.4391 rev

5mo ago

Alimens & Gentle Linen Green Shirts for Men Short Sleeve Regular Fit Casual Summer Holiday Button Down Shirt with Pocket L

Alimens & Gentle£9.8393 rev

5mo ago

What buyers say about white shirt

What buyers praise and complain about, mined from review topics.

What buyers love

Size-Overall25%

“it fits snug”

Quality-Overall21%

“Good Quality Shirt”

Value For Money11%

“Amazing value”

Comfort-Overall7%

“Extremely comfortable”

Material Quality6%

“Good material”

Color3%

“Design and colour look good”

Advertised Vs Actual Product2%

“just what i need”

Shape/Style2%

“The shape is great”

Weight Light2%

“-lightweight”

Warmth2%

“ideal for the warmer summer months”

What buyers complain about

Size-Overall20%

“Unfortunately the shirt was too small for me”

Quality-Overall9%

“Low quality”

Material Quality6%

“Material a bit strange”

Thickness4%

“The material is too thick”

Advertised Vs Actual Product3%

“The description is misleading”

Wrinkles3%

“however it is rather inclined to crease”

Stitch/Finish/Polish2%

“There are loose threads pulling along the seams”

Machine Wash Suitability2%

“Dont know how they will wash”

Stretchability/Expandability/Elasticity2%

“though the fabric has no stretch”

Shrinkage Resistance2%

“Shrink alot, not worth it”

Top return reasons

Size-Overall58%

Material Quality9%

Quality-Overall5%

Color3%

Shape/Style3%

Neck Fit3%