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Icing Pens

Maybe

Returns run at only 0.1% of orders. But demand is soft, at -36.5% this quarter, so Icing Pens is a Maybe.

Flapen Score
53
53 / 100
Top 20% of 2,976 Grocery niches · +7 vs the category median of 46
Market size
£76K/yr175K searches / yr
90-day growth
-36.5%search demand this quarter
Competition
37%top-5 click share · 22 brands · 60 sellers

Flapen Score

Icing Pens against its category

The dotted line is the Grocery average. Past it, Icing Pens is stronger. Inside it, weaker.

53Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Icing Pens market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Icing Pens 175K times last year and spent an estimated £76K. The top 5 brands take 65% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 53 out of 100, a Maybe.

01 · Demand

6.0% of searches ended in a purchase last week.

Shoppers searched for this 175K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.0% of those searches ended in a purchase. Searches in the last 90 days moved -36.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £76K a year.

Searches, last 12 months
175K
Growth, 90 days vs prior 90
-36.5%
Conversion, latest week
6.0%
Market size, estimated
£76Ka year
Peak month
December9.8× the quietest month
Top search term
icing pens67K searches a year

02 · Price

A sale here is worth £7.20.

Listings sell for £7.20 on average, from £2.23 to £19.36. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 250 to 500 of them. At £7.20 that is £2K to £4K a year per listing.

Average price
£7.20under the $15 to $100 sweet spot
Price range
£2.23–£19.36
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
250–500
Revenue per listing a year
£2K–£4K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

55% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 13.5% of listings are out of stock. The average listing ranks #353 within Baking Supplies. It carries 231 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
55%
Prime listings
98%
Out of stock, average day
13.5%
Average rank
#353in Baking Supplies
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
231per listing
Listings tracked
42

04 · Newcomers

Amazon counts 2 of last year's 17 launches as successful.

17 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 37 months on average, so the names here are settling in.

Launched, last 12 months
17
Successful launches
2Amazon's first-year sales bar
Average brand age
37 months

Products

Top Icing Pens products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 37% of clicks. An open shelf where new products get seen.

£0£2K£5K£7K£9K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

22 rising

Sellers

60

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

Icing Pens search demand

Weekly searches over the year, seasonality beneath. Pick a range.

15K10KSpike '24Holiday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

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

Search terms

Top Icing Pens search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • icing pens67K/yr
  • icing pens for cake decorating15K/yr
  • writing icing17K/yr
  • icing pen9K/yr
  • icing tubes14K/yr
  • writing icing tubes7K/yr
  • biscuit decorating kit6K/yr
  • icing tubes cake decorating5K/yr
  • icing pens for biscuit decorating8K/yr
  • cookie decorating5K/yr

Reviews and returns

What reviews say buyers love and hate about Icing Pens

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Color27%+0.70

Very weak colour

However, I found some of the colours duller and darker than I expected them to be

couldnt get any colour out of it

Quality-Overall11%−0.05

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

The overall quality was not as good as I had hoped

Rubbish

Functionality-Overall10%−0.16

Doesn't work

Didn't work for the outline of a stencil

Not working

Size-Overall5%−0.10

Not fit for purpose

Really small packet

Soft Feel4%

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

Love

Color30%+0.70

The colours are vibrant

Great colour choices

Excellent colours

Ease Of Use18%+1.98

Ease of use

Really handy these

easy to control

Quality-Overall11%−0.05

Great quality and arrived safely

Amazing quality

Great variety set

Value For Money9%−0.01

Fantastic value set

Good value

Excellent value

Advertised Vs Actual Product6%+0.76

As described

Great item, as pictured

Work as intended

Return

0.1% Return rate 67% Fixable by listing

Color33%▁▁▁█▁▁

Very weak colour

However, I found some of the colours duller and darker than I expected them to be

couldnt get any colour out of it

Product Condition33%▁▁▁▁█▁
Size-Overall33%█▁▁▁▁▁

Not fit for purpose

Really small packet

FAQ

Common Icing Pens questions

Answered from the same tracked data.