but plug
Skip itA small market ($68K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Great222.82avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Avg price
Good£12.21avg listing price — sweet spot $15–$100
Brand share
Good75%top-5 brand share — brands hold most of the demand
Price range
Good£4.60–£25.69cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.1%search→purchase rate — share of searches ending in a sale
Competition
Okay65%top-5 click share — leaders hold, buyers still browse
Growth
Bad-0.4%90-day search growth — must beat 0% to launch
Market size
Bad£68K£68K/yr · 180K searches
According to Flapen's Amazon United Kingdom niche tracking, but plug is a £68K/yr Amazon United Kingdom market (180K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Dec. Verdict: Skip it — 46/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
but plug market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £61K–£73K
- units × avg price
- Conversion rate
- 3.1%
- Avg BSR
- #0
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 0.3%
- Avg brand age
- 32 months
- Avg seller age
- 219 days
Competition & brand share
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
34
Top-5 brand share
75%
Top 20: 100%
Top-5 click share
65%
Top 20: 100%
Open market
20%
- Vooloka29%
- Fychuo23%
- Nhemeylp9%
- Soul Snatcher8%
- Domifo6%
- AWEERT5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.4% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Top but plug 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 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
3 PCS Butt Plug Stainless Steel Anal Plug in 3 Sizes Anal Sex Toys for Men Women Non-Slip Butt Plug Set Washable Rustproof for Gay Couples (7cm 8.2cm 9cm)
Fychuo£8.844.4★134 rev
Vibrating Butt Plug Set 3-Size Anal Toys for Beginners AI Sync Multiple Vibration Modes Anal Plugs Training Kit Sex Toys Couples for Women Man Buttplug Silicone Small But Plug Adult Toy Woman Men
Vooloka£15.854.6★249 rev
4PCS Butt Plug Women Men Anal Plug 3-Size(M-XL) Anal Toys for Beginners to Advanced Sex Toyscouples for Couples Silicone Buttplug Training Kit But Plugs Sex Toys
Vooloka£14.265.0★46 rev
Anal Plug Sex Toys Anal Plugs for Beginners Sex Toys for Men Sex Toy Butt Plugs for Couples Anal Toys Adult Toys Sex toys4women Clitoral Anal Sex Toys4couples Men & Women SM Adult Toy Sex Toys
Soul Snatcher£6.684.4★202 rev
3 PCS Butt Plug Stainless Steel Anal Plug in 3 Sizes Anal Sex Toys for Men Women Non-Slip Butt Plug Set Washable Rustproof for Gay Couples (7cm 8.2cm 9cm) (Pink)
Nhemeylp£8.813.7★14 rev
Newest
by launch date
Vibrating Butt Plug Anal Vibrator with Threaded Surface Anal Toys Anal Plug with 9 Rotation & 9 Vibration But Plug Sex Toys with Wide Base Buttplug Adult Toys Sex Toyscouples for Couples Women
Domifo£11.3023 rev
4PCS Butt Plug Women Men Anal Plug 3-Size(M-XL) Anal Toys for Beginners to Advanced Sex Toyscouples for Couples Silicone Buttplug Training Kit But Plugs Sex Toys
Vooloka£14.2646 rev
Butt Plug Women Anal Plug Sex Toys Woman 3 Size 10 Modes Vibrating Buttplug | Anal Sex Toyscouples for Couples Set Panty Vibabrator for Women Buttpug Beginner APP Vibrator with Remote But Plugs G
Vooloka£15.9640 rev
3 PCS Butt Plug Kit Anal Toys Anal Plug But Plug Buttplug Sex Toys for Couples Toyscouples Trainer Sex Toy Silicone Adult Toys Sex Toyscouples for Men Women Gay (Black)
Woobeter£12.6320 rev
Anal Toys Male Sex Toys for Men Prostate Massager Anal Plug with 9 Expansion 9 Thrust & 9 Vibration Prostate Vibratar Adult Mens Sex Toy Toys4mens UK Vibrating Butt Plug Remote Control Vibrator
Domifo£25.6979 rev
Trending
90-day click momentumVibrating Butt Plug Anal Vibrator with Threaded Surface Anal Toys Anal Plug with 9 Rotation & 9 Vibration But Plug Sex Toys with Wide Base Buttplug Adult Toys Sex Toyscouples for Couples Women
Domifo£11.305.0★
Silicone Anal Butt Plug Trainer Set Pack of 6 Anal Sex Toys Fetish Safety Male Prostate Massager Anal Butt Pugs Pure Pleasure for Women Gay Lesbian Couples Adult Sex Toys (Purple)
Nhemeylp£7.804.6★
Butt Plug Women Anal Plug Sex Toys Woman 3 Size 10 Modes Vibrating Buttplug | Anal Sex Toyscouples for Couples Set Panty Vibabrator for Women Buttpug Beginner APP Vibrator with Remote But Plugs G
Vooloka£15.964.6★
4PCS Butt Plug Women Men Anal Plug 3-Size(M-XL) Anal Toys for Beginners to Advanced Sex Toyscouples for Couples Silicone Buttplug Training Kit But Plugs Sex Toys
Vooloka£14.265.0★
3 PCS Butt Plug Kit Anal Toys Anal Plug But Plug Buttplug Sex Toys for Couples Toyscouples Trainer Sex Toy Silicone Adult Toys Sex Toyscouples for Men Women Gay (Black)
Woobeter£12.634.9★
What buyers say about but plug
What buyers praise and complain about, mined from review topics.What buyers love
“Premium quality”
“fits well”
“Fun toy”
“Great variety and powerful vibrations”
“Good price”
“Easy to control”
“Pleasure”
“Easy to clean”
“Super lasting battery”
“Very comfortable”
What buyers complain about
“Sizing seems a bit odd as it jumps from the smallest to the medium which for some might be an issue”
“Not sturdy”
“impossible to control”
“Very disappointing”
“Petit NONE VIBRATING But Plug”
“Insane massage”
“Nice plug just the right size for extended use unfortunately the battery can only last 40 minutes”
“Slight error”
“Technology never stays still for long”
“poor quality”
Top return reasons
Common questions
- Is but plug profitable to sell on Amazon United Kingdom?
- The niche generates £68K/yr across 17 tracked products. 5 of 6 products launched in the last 360 days are still selling. 90-day search growth is -0.4%. Flapen's verdict: Skip it (46/100).
- How competitive is the but plug niche?
- 12 brands and 34 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in but plug?
- Top complaints mined from reviews: Size-Overall, Strength, Ease Of Use. The return rate is 0.1%.
- When does demand for but plug peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the but plug niche?
- Listings span £4.60–£25.69; the average listing price is £12.21 (sweet spot $15–$100). The average incumbent carries 223 reviews — the moat a new listing must climb.