birthday
Worth a lookShows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Brand share
Incredible38%top-5 brand share — no brand owns this niche
Competition
Great25%top-5 click share — an open shelf
Market size
Good£335K£335K/yr · 1.4M searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay1,965.74avg incumbent reviews — the moat a new listing must climb
Conversion
Okay3.3%search→purchase rate — share of searches ending in a sale
Growth
Okay+5.7%90-day search growth — must beat 0% to launch
Avg price
Bad£7.05avg listing price — sweet spot $15–$100
Price range
Bad£1.63–£16.21cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, birthday is a £335K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 38% of demand. Demand peaks in Jul. Verdict: Worth a look — 58/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
birthday market data
- Units sold / yr
- 30K–40K
- avg 250–500/product
- Revenue / yr
- £212K–£282K
- units × avg price
- Conversion rate
- 3.3%
- Avg BSR
- #122
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 3.9%
- Avg brand age
- 27 months
- Avg seller age
- 169 days
Competition & brand share
Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.Brands
51 falling
Sellers
69
Top-5 brand share
38%
Top 20: 77%
Top-5 click share
25%
Top 20: 57%
Open market
56%
- YELYAN9%
- Rotupap9%
- Ohugs7%
- Kriovoa7%
- Aisszhao6%
- ZERODECO6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +5.7% search growth over the last 90 days.Peak months: Jul · busiest ÷ quietest = 3.4×
Top birthday search terms
- party decorations415K/yr
- birthday342K/yr
- birthday decorations for men155K/yr
- party decorations for adults62K/yr
- decorations73K/yr
- birthday decorations for boys70K/yr
- birthday decorations for women48K/yr
- birthday balloons for women48K/yr
- party decor33K/yr
- birthday balloons for men43K/yr
Top birthday 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
26 Feet Reflective Star Paper Garland - Sparkling Star Bunting Banner Hanging Decoration Sparkling Bunting Banner - for Birthday Holiday Wedding Anniversary Theme Party Supplies (gold)
Rotupap£3.844.3★202 rev
2pcs 3.2ft x 6.5ft Foil Curtain Decorations Champagne Gold Tinsel Foil Fringe Curtains Streamers Backdrop for Birthday Graduation Wedding Engagement Bridal Shower Bachelorette Holiday Party Decoration
Aisszhao£5.024.3★1,756 rev
ZERODECO Party Decorations 41 Pcs Multicoloured Papar Fans Pompoms Garlands String Tissue Paper Tassel for Fiesta Mexican Theme Cinco De Mayo Coco Carnivals Festivals Birthday Party
ZERODECO£10.444.4★951 rev
Happy Birthday Banner Birthday Decorations for Girls and Women with 12 inch Balloons Banner Bunting Decorations Green Pink.
Kriovoa£4.894.5★622 rev
Pastel Birthday Party Decorations Macaron Happy Birthday Banner Bunting Hanging Paper Fans Pom Poms Honeycomb Decorations Set For Girls And Womens
Igone£8.294.6★556 rev
Newest
by launch date
Blue Birthday Decorations Kit - 64 Pcs Party Decoration Set with Balloon Chain Heart Foil Balloons Latex Balloons Curtain Backdrop & Happy Birthday Banner - Boys Men Blue Birthday Party Supplies
Ohugs£9.51112 rev
Navy Blue Gold Happy Birthday bunting Banner Balloons 12 inch Happy Birthday Decorations for Men and Boy(NB+GD+SJQ
YELYAN£4.783,241 rev
Navy Blue and Gold Birthday Decorations Blue Gold Party Decorations Set Happy Birthday Banner Latex Balloons Fringe Curtain Tablecloth Sash Pom Poms for Men Women Party Supplies
GYESXYW£11.121,618 rev
Jobkoo Pink Birthday Decorations for Women Boho Dusty Pink Rose Gold Blush Beige Latex Balloons Happy Birthday Banner Foil Fringe Curtain Tissue Paper Pompom for Woman Girls Party Decoration Supplies
Jobkoo£13.311,062 rev
Blue Happy Birthday Decorations Set for Boys 46Pcs Blue Birthday Banner and Balloon for Boys Men with Honeycomb Balls Foil Star Balloons Hanging Swirls & Matching Balloons
Ohugs£8.39219 rev
Trending
90-day click momentumBlue Birthday Decorations Kit - 64 Pcs Party Decoration Set with Balloon Chain Heart Foil Balloons Latex Balloons Curtain Backdrop & Happy Birthday Banner - Boys Men Blue Birthday Party Supplies
Ohugs£9.514.5★
2pcs Tinsel Curtain Pink Glitter 3ft X 6.4ft Aluminum Foil Flow Curtain Background Streamer Girls Tinsel Curtains Pastel Foils Fringe Birthday Party Wedding Holiday Backdrop Decoration(Pink)
Shunshi£3.764.3★
Jeasona 5 Pairs Cat Socks for Women 4-7 Cotton Gifts for Cat Lovers Birthday Gifts for Mum Her Girlfriend Christmas Gifts
Jeasona£7.594.7★
Jeffdad Birthday Crowns Girl Headband Happy Birthday Girl Sash Bling Rhinestone Hair Band Princess Queen Sweet Tiara for Women Girl Birthday Party Christmas Decorations(Gold)
Jeffdad£4.084.5★
Navy Blue Gold Happy Birthday bunting Banner Balloons 12 inch Happy Birthday Decorations for Men and Boy(NB+GD+SJQ
YELYAN£4.784.5★
What buyers say about birthday
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent Product”
“Great value for money”
“Perfect gift idea”
“beautiful colours”
“As advertised”
“smooth tasty chocolates you'll find anywhere”
“Great fun especially for kids”
“Really bright lights”
“Perfect decorations”
“Easy to put together”
What buyers complain about
“Absolute garbage”
“DID NOT WORK”
“Just not w worth the price”
“Small”
“Didnt inflate properly”
“Actually very happy with these however the sticky isn't the best”
“started to fray after a couple of days”
“Misleading”
“Instructions are digital”
“Faulty remote”
Top return reasons
Common questions
- Is birthday profitable to sell on Amazon United Kingdom?
- The niche generates £335K/yr across 74 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is +5.7%. Flapen's verdict: Worth a look (58/100).
- How competitive is the birthday niche?
- 51 brands and 69 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 38% of demand.
- What do buyers complain about in birthday?
- Top complaints mined from reviews: Quality-Overall, Functionality-Overall, Value For Money. The return rate is 0.6%.
- When does demand for birthday peak?
- Demand peaks in Jul; the busiest month runs 3.4× the quietest.
- What does it cost to enter the birthday niche?
- Listings span £1.63–£16.21; the average listing price is £7.05 (sweet spot $15–$100). The average incumbent carries 1,966 reviews — the moat a new listing must climb.