---
title: "But Plug — £68K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/but-plug"
last_updated: "2026-07-31T13:45:08.048Z"
locale: en
meta:
description: "Niche score 46/100 · £68K/yr market · 180K searches/yr · £12.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £68K/yr market · 180K searches/yr · £12.21 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "But Plug — £68K/yr Amazon UK Niche (2026) - Flapen"
---
# **but plug**
**Skip it**
A small market ($68K/yr) — this niche doesn't clear our bar today.
Market size 17Growth 25Conversion 39Competition 33Returns 99Price range 51Avg price 52Brand share 51Review moat 89Quality gap 60
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****222.82**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Good****£12.21**
avg listing price — sweet spot $15–$100
**Brand share**
**Good****75%**
top-5 brand share — brands hold most of the demand
**Price range**
**Good****£4.60–£25.69**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Okay****3.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Okay****65%**
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
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KHoliday '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/but-plug/trend)
## **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.
0%10%£7K20%£14K30%£20K40%£27K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 17 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£8.84**4.4★134 rev](https://www.amazon.co.uk/dp/B0CG5DB2LB) [2**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**£15.85**4.6★249 rev](https://www.amazon.co.uk/dp/B0DK1G37HY) [3**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**£14.26**5.0★46 rev](https://www.amazon.co.uk/dp/B0FZKBXFF5) [4**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**£6.68**4.4★202 rev](https://www.amazon.co.uk/dp/B0C7Q25SQ3) [5**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**£8.81**3.7★14 rev](https://www.amazon.co.uk/dp/B0DMZY985X)
**~~View all top sellers →~~**
### **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**£11.30**23 rev4mo ago](https://www.amazon.co.uk/dp/B0FWRCKRJM) [**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**£14.26**46 rev8mo ago](https://www.amazon.co.uk/dp/B0FZKBXFF5) [**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**£15.96**40 rev8mo ago](https://www.amazon.co.uk/dp/B0FK9HML31) [**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**£12.63**20 rev8mo ago](https://www.amazon.co.uk/dp/B0FYBHPNHS) [**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**£25.69**79 rev9mo ago](https://www.amazon.co.uk/dp/B0FXG3QDDC)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£11.30**5.0★**▲ 218%**](https://www.amazon.co.uk/dp/B0FWRCKRJM) [**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**£7.80**4.6★**▲ 143%**](https://www.amazon.co.uk/dp/B0F18NP1HT) [**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**£15.96**4.6★**▲ 90%**](https://www.amazon.co.uk/dp/B0FK9HML31) [**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**£14.26**5.0★**▲ 79%**](https://www.amazon.co.uk/dp/B0FZKBXFF5) [**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**£12.63**4.9★**▲ 27%**](https://www.amazon.co.uk/dp/B0FYBHPNHS)
**~~View all trending →~~**
## **What buyers say about but plug**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**15%
*“Premium quality”*
**Size-Overall**12%
*“fits well”*
**Fun/Entertainment Experience**10%
*“Fun toy”*
**Vibration/Speed Control**9%
*“Great variety and powerful vibrations”*
**Value For Money**7%
*“Good price”*
**Ease Of Use**5%
*“Easy to control”*
**Sexual Wellness**5%
*“Pleasure”*
**Ease Of Cleaning**5%
*“Easy to clean”*
**Battery Life**4%
*“Super lasting battery”*
**Comfort-Overall**4%
*“Very comfortable”*
### **What buyers complain about **
**Size-Overall**27%
*“Sizing seems a bit odd as it jumps from the smallest to the medium which for some might be an issue”*
**Strength**4%
*“Not sturdy”*
**Ease Of Use**4%
*“impossible to control”*
**Satisfaction/Pleasure**4%
*“Very disappointing”*
**Functionality-Overall**4%
*“Petit NONE VIBRATING But Plug”*
**Massage Quality**4%
*“Insane massage”*
**Battery Life**2%
*“Nice plug just the right size for extended use unfortunately the battery can only last 40 minutes”*
**Error Popup**2%
*“Slight error”*
**Durability**2%
*“Technology never stays still for long”*
**Quality-Overall**2%
*“poor quality”*
### **Top return reasons **
**Size-Overall**67%
**Advertised Vs Actual Product**33%
## **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.
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