---
title: "Icing Pens — £76K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/icing-pens"
last_updated: "2026-07-31T22:24:42.212Z"
locale: en
meta:
description: "Niche score 53/100 · £76K/yr market · 175K searches/yr · £7.20 avg price. Soft demand (-36.5% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £76K/yr market · 175K searches/yr · £7.20 avg price. Soft demand (-36.5% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Icing Pens — £76K/yr Amazon UK Niche (2026) - Flapen"
---
# **icing pens**
**Worth a look**
Shows low returns (0.1%), but soft demand (-36.5% this quarter) keeps it on the watch list.
Market size 19Growth 7Conversion 67Competition 78Returns 100Price range 25Avg price 20Brand share 66Review moat 88Quality gap 76
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****230.67**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****6.0%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****65%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -36.5% search growth over the last 90 days.
15K10KSpike '24Holiday '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 9.8×
[**Open Trend **](https://flapen.com/research/uk/grocery/icing-pens/trend)
## **Top icing pens search terms**
- **icing pens**67K/yr-35.7%5.9% conv. - **icing pens for cake decorating**15K/yr-26.3%5.6% conv. - **writing icing**17K/yr-30.2%4.6% conv. - **icing pen**9K/yr-20.9%5.9% conv. - **icing tubes**14K/yr-50.7%3.9% conv. - **writing icing tubes**7K/yr-39.8%4.9% conv. - **biscuit decorating kit**6K/yr-34.4%2.3% conv. - **icing tubes cake decorating**5K/yr-32.1%1.8% conv. - **icing pens for biscuit decorating**8K/yr-49.0%7.7% conv. - **cookie decorating**5K/yr-48.8%1.2% conv. [**All search terms **](https://flapen.com/research/uk/grocery/icing-pens/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.
0%3%£2K6%£5K9%£7K12%£9K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Dr. Oetker Rainbow Decorating Icing (Pack of 6 x 19 g) 114 g**Dr. Oetker**£4.27**4.1★159 rev](https://www.amazon.co.uk/dp/B08KZ7R7WN) [2**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**£19.36**4.8★14 rev](https://www.amazon.co.uk/dp/B0GL42ZXBK) [3**Dr. Oetker Rainbow Decorating Writing Icing 6 x coloured icing tubes 102g**Dr. Oetker**£3.20**4.7★5 rev](https://www.amazon.co.uk/dp/B0FM4DZJSF) [4**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**£11.78**4.4★122 rev](https://www.amazon.co.uk/dp/B0FQJQMZMP) [5**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**£11.62**4.4★189 rev](https://www.amazon.co.uk/dp/B094ZK1ZW3)
**~~View all top sellers →~~**
### **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**£9.77**1,921 rev3mo ago](https://www.amazon.co.uk/dp/B0GGYT519H) [**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**£19.36**14 rev5mo ago](https://www.amazon.co.uk/dp/B0GL42ZXBK) [**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**£7.96**5 rev6mo ago](https://www.amazon.co.uk/dp/B0GHZ8WTF6) [**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**£8.52**0 rev7mo ago](https://www.amazon.co.uk/dp/B0GCJMW5D6) [**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**£11.78**122 rev10mo ago](https://www.amazon.co.uk/dp/B0FQJQMZMP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£8.52**0.0★**▲ 828%**](https://www.amazon.co.uk/dp/B0GCJMW5D6) [**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**£9.77**4.4★**▲ 766%**](https://www.amazon.co.uk/dp/B0GGYT519H) [**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**£7.96**5.0★**▲ 325%**](https://www.amazon.co.uk/dp/B0GHZ8WTF6) [**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**£19.36**4.8★**▲ 190%**](https://www.amazon.co.uk/dp/B0GL42ZXBK) [**Sugarflair Black Edible Food Decorating Pen - Dual Tip Food Pens for Writing Messages & Drawing On Sugar Paste Marzipan Frosting Or Any Other Dry Smooth Surface (Packaging may vary)**Sugarflair Colours**£2.84**4.0★**▲ 142%**](https://www.amazon.co.uk/dp/B00ZYXBTFS)
**~~View all trending →~~**
## **What buyers say about icing pens**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**30%
*“The colours are vibrant”*
**Ease Of Use**18%
*“Ease of use”*
**Quality-Overall**11%
*“Great quality and arrived safely”*
**Value For Money**9%
*“Fantastic value set”*
**Advertised Vs Actual Product**6%
*“As described”*
**Baking**6%
*“Brilliant worked amazing on an icing model for a birthday cake”*
**Design-Overall**5%
*“eye-catching designs for different occasions”*
**Taste-Overall**2%
*“Perfect- great taste too”*
**Thickness**1%
*“The pens are dual ended with one thicker tip and one thinn, which is really handy for different designs and details”*
**Durability**1%
*“Lasts Ages - Good Value”*
### **What buyers complain about **
**Color**27%
*“Very weak colour”*
**Quality-Overall**11%
*“poor quality, although it arrived the next day, as soon i as used it, the tip snapped off”*
**Functionality-Overall**10%
*“Doesn't work”*
**Size-Overall**5%
*“Not fit for purpose”*
**Soft Feel**4%
*“Only thing is they could have been a little softer / more fluid like”*
**Thickness**4%
*“They were too thick”*
**Durability**4%
*“Don't last long”*
**Stale/Rotten/Spoiled**4%
*“dull looking”*
**Value For Money**3%
*“Not worth the money”*
**Texture/Consistency-Overall**3%
*“almost unnoticeable until you ruin the consistency of your batter”*
### **Top return reasons **
**Color**33%
**Product Condition**33%
**Size-Overall**33%
## **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.
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