breathlace
Worth a lookShows beatable incumbent ratings (3.6★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Quality gap
Incredible3.6★avg incumbent rating — lower means beatable quality
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Review moat
Incredible78.61avg incumbent reviews — the moat a new listing must climb
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Brand share
Good71%top-5 brand share — brands hold most of the demand
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Market size
Okay£183K£183K/yr · 459K searches
Price range
Okay£2.68–£20.60cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£9.61avg listing price — sweet spot $15–$100
Growth
Bad-35.8%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, breathlace is a £183K/yr Amazon United Kingdom market (459K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Jan–Mar. Verdict: Worth a look — 56/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
breathlace market data
- Units sold / yr
- 20K–25K
- avg 100–250/product
- Revenue / yr
- £192K–£240K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #287
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 36.4%
- Avg brand age
- 23 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
21 falling
Sellers
26
Top-5 brand share
71%
Top 20: 99%
Top-5 click share
43%
Top 20: 83%
Open market
24%
- CARITATE35%
- ASTOFLI15%
- Fzdm9%
- Torecoe6%
- KURUI6%
- Olivvia5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -35.8% search growth over the last 90 days.Peak months: Jan, Mar · busiest ÷ quietest = 2.6×
Top breathlace search terms
- breathing necklace105K/yr
- anxiety breathing necklace25K/yr
- breathing necklace with resistance80K/yr
- anxiety necklace28K/yr
- breathing necklace flavoured filters20K/yr
- stop smoking necklace29K/yr
- vape necklace21K/yr
- mindful breathing necklace11K/yr
- quit smoking necklace13K/yr
- quit vaping necklace5K/yr
Top breathlace 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
CARITATE Anxiety Breathing Necklace with ResistanceBlack - Quit Breathlace Filter Help Stop Stress - Relief Breath Necklace Flavoured for Adults - Breathe Free Device Flavour Filters Gifts
CARITATE£14.203.4★119 rev
CARITATE Wooden Adjustable Anxiety Breathing Necklace with Resistance - Breathlace Filter Help Stop Stress - Relief Breath Necklace Flavoured for Adults - Breathe Free Device Flavour Filters Gifts
CARITATE£17.893.7★37 rev
Calming Breathing Necklace - Resistance Tool for Anxiety & Stress Relief | Mindfulness Gift for Father Mother Men Women | Perfect for Valentines Day Birthday Anniversary (silver)
Torecoe£5.024.5★3 rev
KURUI Anxiety Breathing Necklace Breath Free Necklace with Peppermint Flavoured Filters Breathing Exercises Meditation
KURUI£6.224.7★12 rev
Olivvia Breathing Necklace with Resistance
Olivvia£7.253.9★10 rev
Newest
by launch date
7 Pcs Breathing Necklace Flavoured Filters Portable Breathing Necklace with Resistance Stress Anxiety Relief for Meditation & Travel (Multicolour)
LINXINS£9.327 rev
Breathing Necklace with Resistance Portable Stainless Steel Breathing Necklace with 6 Flavoured Filters for Meditation Office & Travel Anxiety Relief
LINXINS£9.055 rev
Breathing Necklace with Resista
Bxgolkgd£9.203 rev
KURUI Anxiety Breathing Necklace Breath Free Necklace with Peppermint Flavoured Filters Breathing Exercises Meditation
KURUI£6.2212 rev
CARITATE Anxiety Relief Breathing Necklace for Adults Stress Relief Calms air Quit Go Device Mindful Breathe Necklace with Adjustable Resistance Breathing Necklace Flavoured Filters Gifts Pink
CARITATE£14.1711 rev
Trending
90-day click momentum
Breathing Necklace with Resistance Mindful Breathlace with 3 Flavoured Filters Refills Breathe Free Air Breathing Tool for Adults Calm Focus Yoga Meditation & Stress Relief Gifts - Silver
VITABONA£8.955.0★
Breathing Necklace with Resista
Bxgolkgd£9.201.0★
CARITATE Anxiety Relief Breathing Necklace for Adults Stress Relief Calms air Quit Go Device Mindful Breathe Necklace with Adjustable Resistance Breathing Necklace Flavoured Filters Gifts Pink
CARITATE£14.174.2★
Breathing Necklace with Resistance Anxiety Relief for Adults Breathe Free Necklace Breathing Exercises Meditation Christmas Valentines Day Birthday Gift for Women Me
Fzdm£8.412.4★
KURUI Anxiety Breathing Necklace Breath Free Necklace with Peppermint Flavoured Filters Breathing Exercises Meditation
KURUI£6.224.7★
What buyers say about breathlace
What buyers praise and complain about, mined from review topics.What buyers love
“It is well made”
“Breath in breath out”
“Worth every penny”
“Lots flavor”
“Really helps with my anxiety”
“still does an amazing job”
“easy to use”
“Beautiful/simple designs”
“Product is as described”
“The taste of the pods helped”
What buyers complain about
“Just not very functional for me I dont think”
“So this was a very expensive waste for me personally”
“Weak flavour”
“it has completely different taste”
“Broken Within a month”
“Its cheaply made”
“They are nothing like vaping, the chain is very flimsy and breakable”
“the pods smell of nothing”
“bit dry on throat”
“Doesnt work and oil goes in your mouth”
Top return reasons
Common questions
- Is breathlace profitable to sell on Amazon United Kingdom?
- The niche generates £183K/yr across 38 tracked products. 4 of 29 products launched in the last 360 days are still selling. 90-day search growth is -35.8%. Flapen's verdict: Worth a look (56/100).
- How competitive is the breathlace niche?
- 21 brands and 26 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in breathlace?
- Top complaints mined from reviews: Functionality-Overall, Value For Money, Flavor. The return rate is 0.5%.
- When does demand for breathlace peak?
- Demand peaks in Jan–Mar; the busiest month runs 2.6× the quietest.
- What does it cost to enter the breathlace niche?
- Listings span £2.68–£20.60; the average listing price is £9.61 (sweet spot $15–$100). The average incumbent carries 79 reviews — the moat a new listing must climb.