Is icing pens profitable to sell on Amazon United Kingdom?

The niche generates £76K/yr across 42 tracked products. 2 of 17 products launched in the last 360 days are still selling. 90-day search growth is -36.5%. Flapen's verdict: Worth a look (53/100).

How competitive is the icing pens niche?

22 brands and 60 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in icing pens?

Top complaints mined from reviews: Color, Quality-Overall, Functionality-Overall. The return rate is 0.1%.

When does demand for icing pens peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 9.8× the quietest.

What does it cost to enter the icing pens niche?

Listings span £2.23–£19.36; the average listing price is £7.20 (sweet spot $15–$100). The average incumbent carries 231 reviews — the moat a new listing must climb.

icing pens

Worth a look

Shows low returns (0.1%), but soft demand (-36.5% this quarter) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Review moat

Great230.67

avg incumbent reviews — the moat a new listing must climb

Competition

Great37%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good6.0%

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

Brand share

Good65%

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

Price range

Okay£2.23–£19.36

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

Avg price

Bad£7.20

avg listing price — sweet spot $15–$100

Market size

Bad£76K

£76K/yr · 175K searches

Growth

Bad-36.5%

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

According to Flapen's Amazon United Kingdom niche tracking, icing pens is a £76K/yr Amazon United Kingdom market (175K searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 53/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

icing pens market data

Units sold / yr: 10K–13K; avg 250–500/product
Revenue / yr: £72K–£90K; units × avg price
Conversion rate: 6.0%
Avg BSR: #353
Page quality: 0%
Prime: 98%
Sponsored: 55%
Out of stock: 13.5%
Avg brand age: 37 months
Avg seller age: 189 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

22 rising

Sellers

Top-5 brand share

65%

Top 20: 99%

Top-5 click share

37%

Top 20: 81%

Open market

29%

Dr. Oetker22%
Just Cutters20%
Cake Star11%
Twisweet7%
DOMI PRO6%
Morrisons5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -36.5% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 9.8×

Open Trend

Top icing pens search terms

icing pens67K/yr -35.7%5.9% conv.
icing pens for cake decorating15K/yr -26.3%5.6% conv.
writing icing17K/yr -30.2%4.6% conv.
icing pen9K/yr -20.9%5.9% conv.
icing tubes14K/yr -50.7%3.9% conv.
writing icing tubes7K/yr -39.8%4.9% conv.
biscuit decorating kit6K/yr -34.4%2.3% conv.
icing tubes cake decorating5K/yr -32.1%1.8% conv.
icing pens for biscuit decorating8K/yr -49.0%7.7% conv.
cookie decorating5K/yr -48.8%1.2% conv.

All search terms

Top icing pens 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Dr. Oetker Rainbow Decorating Icing (Pack of 6 x 19 g) 114 g

Dr. Oetker£4.274.1★159 rev

JUST CUTTERS Ready to Use Writing Icing Tubes 342g Net Weight (18 x 19g) Instant Icing Pens for Cakes Biscuits & Baking (Multi Coloured - 18 pack)

Just Cutters£19.364.8★14 rev

Dr. Oetker Rainbow Decorating Writing Icing 6 x coloured icing tubes 102g

Dr. Oetker£3.204.7★5 rev

Twisweet Food Colouring Pen 12pcs Edible Dual Tip Icing Pen Food Grade Paint Markers for Fondant DIY Writing & Drawing on Cake Cookies Frosting Donut Easter Eggs Dessert Decorating Supplies

Twisweet£11.784.4★122 rev

DOMI PRO 10 Pieces Food Coloring Pencil for Fondant Edible Marker Fine and Thick Tip Food Grade Gourmet Pen for Fondant Cakes Cookies Pastry Decorating Drawing

DOMI PRO£11.624.4★189 rev

Newest

by launch date

Food Colouring Pens - 10 Colours Dual-Sided Edible Icing Pens with Fine & Thick Tip Edible Markers & Paint for Easter Eggs Fondant Icing Cake Decorating Cookies Frosting Food Grade Easter Pens

DecorRom£9.771,921 rev

3mo ago

JUST CUTTERS Ready to Use Writing Icing Tubes 342g Net Weight (18 x 19g) Instant Icing Pens for Cakes Biscuits & Baking (Multi Coloured - 18 pack)

Just Cutters£19.3614 rev

5mo ago

JUST CUTTERS Pack of 4 x 19g Pink Yellow Blue White Writing Icing Tubes | Ready To Use | Instant Icing Pens for Writing Drawing & Personalising Cakes Biscuits & Baking

Just Cutters£7.965 rev

6mo ago

Food Colouring Pen 10pcs Edible Markers Icing Pens Double Side Food Grade Edible Pens with Fine&Thick Tip for Cakes Cookies Fondant Frosting Easter Eggs

HeyBalon£8.520 rev

7mo ago

Twisweet Food Colouring Pen 12pcs Edible Dual Tip Icing Pen Food Grade Paint Markers for Fondant DIY Writing & Drawing on Cake Cookies Frosting Donut Easter Eggs Dessert Decorating Supplies

Twisweet£11.78122 rev

10mo ago

What buyers say about icing pens

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

What buyers love

Color30%

“The colours are vibrant”

Ease Of Use18%

“Ease of use”

Quality-Overall11%

“Great quality and arrived safely”

Value For Money9%

“Fantastic value set”

Advertised Vs Actual Product6%

“As described”

Baking6%

“Brilliant worked amazing on an icing model for a birthday cake”

Design-Overall5%

“eye-catching designs for different occasions”

Taste-Overall2%

“Perfect- great taste too”

Thickness1%

“The pens are dual ended with one thicker tip and one thinn, which is really handy for different designs and details”

Durability1%

“Lasts Ages - Good Value”

What buyers complain about

Color27%

“Very weak colour”

Quality-Overall11%

“poor quality, although it arrived the next day, as soon i as used it, the tip snapped off”

Functionality-Overall10%

“Doesn't work”

Size-Overall5%

“Not fit for purpose”

Soft Feel4%

“Only thing is they could have been a little softer / more fluid like”

Thickness4%

“They were too thick”

Durability4%

“Don't last long”

Stale/Rotten/Spoiled4%

“dull looking”

Value For Money3%

“Not worth the money”

Texture/Consistency-Overall3%

“almost unnoticeable until you ruin the consistency of your batter”

Top return reasons

Color33%

Product Condition33%

Size-Overall33%

Common questions

Is icing pens profitable to sell on Amazon United Kingdom?: The niche generates £76K/yr across 42 tracked products. 2 of 17 products launched in the last 360 days are still selling. 90-day search growth is -36.5%. Flapen's verdict: Worth a look (53/100).
How competitive is the icing pens niche?: 22 brands and 60 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 65% of demand.
What do buyers complain about in icing pens?: Top complaints mined from reviews: Color, Quality-Overall, Functionality-Overall. The return rate is 0.1%.
When does demand for icing pens peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 9.8× the quietest.
What does it cost to enter the icing pens niche?: Listings span £2.23–£19.36; the average listing price is £7.20 (sweet spot $15–$100). The average incumbent carries 231 reviews — the moat a new listing must climb.