---
title: "Butt Plugs — £22K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/butt-plugs"
last_updated: "2026-07-31T10:29:59.341Z"
locale: en
meta:
description: "Niche score 48/100 · £22K/yr market · 131K searches/yr · £9.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £22K/yr market · 131K searches/yr · £9.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Butt Plugs — £22K/yr Amazon UK Niche (2026) - Flapen"
---
# **butt plugs**
**Skip it**
Prices mostly outside the sweet spot ($4.70–$14.40) — this niche doesn't clear our bar today.
Market size 6Growth 27Conversion 22Competition 77Returns 99Price range 0Avg price 29Brand share 34Review moat 100Quality gap 97
**Review moat**
**Incredible****5.9**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Incredible****3.8★**
avg incumbent rating — lower means beatable quality
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****£9.43**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+1.5%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****£22K**
£22K/yr · 131K searches
**Price range**
**Bad****£4.70–£14.40**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500") [** Quality Gap**](https://flapen.com/research/niches?market=uk&signal=quality_gap "Avg rating < 4.0") [** Out of Stock**](https://flapen.com/research/niches?market=uk&signal=out_of_stock "OOS rate > 10%")
According to Flapen's Amazon United Kingdom niche tracking, butt plugs is a £22K/yr Amazon United Kingdom market (131K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 48/100.
Data updated Jul 25, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **butt plugs market data**
- **Units sold / yr**
- **2K–3K**
- avg 0–100/product
- **Revenue / yr**
- **£19K–£24K**
- units × avg price
- **Conversion rate**
- **1.8%**
- **Avg BSR**
- **#14**
- **Page quality**
- **0%**
- **Prime**
- **88%**
- **Sponsored**
- **0%**
- **Out of stock**
- **36.6%**
- **Avg brand age**
- **38 months**
- **Avg seller age**
- **195 days**
## **Competition & brand share**
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.
**Brands**
**6 **▼falling
**Sellers**
**20**
**Top-5 brand share**
**84%**
Top 20: 85%
**Top-5 click share**
**38%**
Top 20: 77%
**Open market**
**1%**
- Generic69% - --15% - Kooho13% - YIBINKG1% - ZJZFL1% - Fychuo1% - Open — no brand owns it (1%)
## **Demand & seasonality**
Weekly Amazon search volume, last 88 weeks — +1.5% search growth over the last 90 days.
5K3KSpike '25 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Jan, Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/butt-plugs/trend)
## **Top butt plugs search terms**
- **butt plugs**111K/yr+3.4%1.2% conv. - **vibrating plug**8K/yr-9.3%0.9% conv. - **large butt plugs**7K/yr-13.6%0.1% conv. - **vibrating butt plugs**5K/yr-1.1%0.8% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/butt-plugs/search-terms)
## **Top butt plugs 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%£6666%£1K9%£2K12%£3K110100 Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)12 products 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**DL-Purple Metal Material Relaxation Behind Male Exercise Plug Kit for Women Men Beginner (3 PCS)**--**£8.52**5.0★3 rev](https://www.amazon.co.uk/dp/B0CMWSX925) [2**Kooho 3PCS Comfortable Stainless Steel Metal Trainer Kits Purple Butt Pugs Anales Training Kit Women Men Set Beads Anales Anil Amal Plug for Advanced &Beginner Vibratorter (Purple)**Kooho**£13.30**3.9★42 rev](https://www.amazon.co.uk/dp/B0DHY1R2DX) [3**M2Hd- 6 Purple Silicone Material Plug Kit Available in 6 Different Plug Sizes Suitable for Men and Women Simple Operation Delivers Better Results**Generic**£9.88**0.0★0 rev](https://www.amazon.co.uk/dp/B0DKDQSNVG) [4**F1P- 4-Piece Set of Silicone Waterproof Male Exercise Plug Kit (Brown)**Generic**£9.42**3.4★2 rev](https://www.amazon.co.uk/dp/B0DRBZSMXH) [5**Q1L-4 Pieces Black Durable Silicone Training Male Exercise Plug Kit**Generic**£10.97**0.0★0 rev](https://www.amazon.co.uk/dp/B0DQW64251)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Vibrating B.UTT Plug S.ex Toys for Woman A.nal Toys Vibrat.or A.dult Toys APP Control V.ibrater Vibra.tor.Set for Woman P.rostate Massager 10 Modes Silent va1**Generic**£7.65**0 rev1mo ago](https://www.amazon.co.uk/dp/B0H35RGK19) [**10 Classics Modes Relaxation Silicone Material Black Male Exercise Plug Kit Used with Your Partner Exercise Anil Plug Kit for Special Festivals Make Comfortable Feel**YIBINKG**£9.15**2 rev4mo ago](https://www.amazon.co.uk/dp/B0GTSY8BF4) [**Vibrating B.UTT Plug S.ex Toys for Woman A.nal Toys Vibrat.or A.dult Toys APP Control V.ibrater Vibra.tor.Set for Woman P.rostate Massager 10 Modes Silent bd5**Generic**£6.76**1 rev4mo ago](https://www.amazon.co.uk/dp/B0GSDH7K18) [**A.nal V.ibrators S.ex Toys A.nal Toys A.nal Pl.UG Vi.bratorset for Woman A.dult Toys APP Control V.ibrator S.ex Toys4couples Women B.UTT Plug A.nal Toy S.ex Toys4mens Adjustable 10 Modes bgw4**Generic**£6.90**1 rev7mo ago](https://www.amazon.co.uk/dp/B0G5P9JX46) [**M2Hd- 6 Purple Silicone Material Plug Kit Available in 6 Different Plug Sizes Suitable for Men and Women Simple Operation Delivers Better Results**Generic**£9.88**0 rev9mo ago](https://www.amazon.co.uk/dp/B0DKDQSNVG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Vibrating B.UTT Plug S.ex Toys for Woman A.nal Toys Vibrat.or A.dult Toys APP Control V.ibrater Vibra.tor.Set for Woman P.rostate Massager 10 Modes Silent bd5**Generic**£6.76**5.0★**▲ 235%**](https://www.amazon.co.uk/dp/B0GSDH7K18) [**Vibrating B.UTT Plug S.ex Toys for Woman A.nal Toys Vibrat.or A.dult Toys APP Control V.ibrater Vibra.tor.Set for Woman P.rostate Massager 10 Modes Silent va1**Generic**£7.65**0.0★**▲ 233%**](https://www.amazon.co.uk/dp/B0H35RGK19) [**10 Classics Modes Relaxation Silicone Material Black Male Exercise Plug Kit Used with Your Partner Exercise Anil Plug Kit for Special Festivals Make Comfortable Feel**YIBINKG**£9.15**3.5★**▲ 232%**](https://www.amazon.co.uk/dp/B0GTSY8BF4) [**Fx6h- 3 Different Sizes of Stainless Steel Plugs Watertight Stainless Steel Metal Exercise Plug Kit (Pink) Explore More Amazing Journeys**Generic**£10.12**0.0★**▲ 231%**](https://www.amazon.co.uk/dp/B0FH6QY8YC) [**8T2f- 3 Pieces of Exercise Plug Kit 3 Size Stainless Steel Trainer Kits**Generic**£9.66**0.0★**▲ 229%**](https://www.amazon.co.uk/dp/B0F7X4JM6K)
**~~View all trending →~~**
## **What buyers say about butt plugs**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**28%
*“Perfect fit and feel nice”*
**Color**17%
*“Highly recommend and has a special touch with the pink”*
**Soft Feel**12%
*“It is very smooth and well made and feels like a quality item”*
**Quality-Overall**8%
*“Brilliant product”*
**Sexual Wellness**8%
*“Pleasure”*
**Battery Life**6%
*“While I really like that it uses a AAA battery”*
**Value For Money**6%
*“While not that expensive”*
**Ease Of Wearing**3%
*“not too big, and the slim neck means it is not uncomfortable to wear and retains well”*
**Vibration/Speed Control**3%
*“The vibration level is relatively light”*
### **What buyers complain about **
**Size-Overall**50%
*“Sizing seems a bit odd as it jumps from the smallest to the medium which for some might be an issue”*
**Defective Material/Parts**8%
*“This item is faulty as the tubes are not clamped and they detatch”*
**Quality-Overall**8%
*“Very poor quality”*
**Design-Overall**6%
*“Terrible design”*
**Water Resistance**3%
*“I would say it is mainly waterproof although potentially not if you get water into the on/off button”*
### **Top return reasons **
**Functionality-Overall**25%
**Advertised Vs Actual Product**25%
**Size-Overall**25%
**Connectivity-Overall**13%
**Charging**13%
## **Common questions**
- **Is butt plugs profitable to sell on Amazon United Kingdom?**
- The niche generates £22K/yr across 49 tracked products. 0 of 12 products launched in the last 360 days are still selling. 90-day search growth is +1.5%. Flapen's verdict: Skip it (48/100).
- **How competitive is the butt plugs niche?**
- 6 brands and 20 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 84% of demand.
- **What do buyers complain about in butt plugs?**
- Top complaints mined from reviews: Size-Overall, Defective Material/Parts, Quality-Overall. The return rate is 0.1%.
- **When does demand for butt plugs peak?**
- Demand peaks in Jan–Dec; the busiest month runs 1.7× the quietest.
- **What does it cost to enter the butt plugs niche?**
- Listings span £4.70–£14.40; the average listing price is £9.43 (sweet spot $15–$100). The average incumbent carries 6 reviews — the moat a new listing must climb.
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