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Card

Fail

Prices span $2.50–$10.35, mostly outside the sweet spot, so Card is a Fail.

Flapen Score
43
43 / 100
Ranks 4,377 of 5,777 Home & Garden niches · −8 vs the category median of 51
Market size
£435K/yr680K searches / yr
90-day growth
-17.8%search demand this quarter
Competition
71%top-5 click share · 11 brands · 38 sellers

Flapen Score

Card against its category

The dotted line is the Home & Garden average. Past it, Card is stronger. Inside it, weaker.

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Card market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Card 680K times last year and spent an estimated £435K. The top 5 brands take 87% of clicks. Demand peaks in Nov. Flapen scores it 43 out of 100, a Fail.

01 · Demand

12.3% of searches ended in a purchase last week.

Shoppers searched for this 680K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.3% of those searches ended in a purchase. Searches in the last 90 days moved -17.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £435K a year.

Searches, last 12 months
680K
Growth, 90 days vs prior 90
-17.8%
Conversion, latest week
12.3%
Market size, estimated
£435Ka year
Peak month
November1.6× the quietest month
Top search term
card283K searches a year

02 · Price

A sale here is worth £5.21.

Listings sell for £5.21 on average, from £2.50 to £10.35. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 6,000 to 8,000 of them. At £5.21 that is £31K to £42K a year per listing.

Average price
£5.21under the $15 to $100 sweet spot
Price range
£2.50–£10.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
6,000–8,000
Revenue per listing a year
£31K–£42K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

76% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.6% of listings are out of stock. The average listing ranks #19 within Paper & Paper Crafts. It carries 2,014 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
76%
Prime listings
100%
Out of stock, average day
0.6%
Average rank
#19in Paper & Paper Crafts
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,014per listing
Listings tracked
17

04 · Newcomers

Amazon counts 4 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 42 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
4Amazon's first-year sales bar
Average brand age
42 months

Products

Top Card products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 71% of clicks. A locked shelf that new listings rarely crack.

£0£44K£87K£131K£174K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 rising

Sellers

38

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

10%

  • Hawksbill53%
  • Bargain Hound15%
  • House of Card & Paper11%
  • TIYCNIY4%
  • ARK4%
  • Baker Ross3%
  • Open — no brand owns it (5 brands, 10%)

Demand

Card search demand

Weekly searches over the year, seasonality beneath. Pick a range.

20K15KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 1.6×

Search terms

Top Card search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • card283K/yr
  • a4 card95K/yr
  • cardstock44K/yr
  • a4 card for printing36K/yr
  • card paper37K/yr
  • card stock31K/yr
  • craft card30K/yr
  • cardstock paper17K/yr
  • thick paper14K/yr
  • card a414K/yr

Reviews and returns

What reviews say buyers love and hate about Card

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall14%+1.20

Poor quality

Low quality card

is low quality

Paper Quality13%−0.05

The quality of the white colour of paper is not great give me off white vibe/greyish

Its not strong card like paper

card is super thin. more like super thick paper

Color12%+0.14

Not pure white

Not white

off white colour

Thickness11%−0.04

Thinner than expected

Its just thicker paper that curls

It is barely thicker or studier than bog-standard cheap paper

Advertised Vs Actual Product8%+0.54

Not as described

NOT 300gsm. Not 300gsm.

Not as advertised at all

Love

Quality-Overall28%+1.20

Nice quality card

Good quality card

Excellent product

Color15%+0.14

Nice vibrant colours

Lovely colours

Colour as described

Value For Money11%+1.86

Good price

Fair price

Great value

Paper Quality9%−0.05

Good PAPER

Premium paper

Nice thick paper

Thickness9%−0.04

Great thick card

Quite thick

They are good thickness

Return

0.3% Return rate 22% Fixable by listing

Thin18%█▇▄▃▄▃
Thickness14%▇▆█▁▆▇

Thinner than expected

Its just thicker paper that curls

It is barely thicker or studier than bog-standard cheap paper

Paper Quality12%▃▄▂▇█▆

The quality of the white colour of paper is not great give me off white vibe/greyish

Its not strong card like paper

card is super thin. more like super thick paper

Size-Overall11%▃▄█▂▄▂
Color8%▆▅▄▁▁█

Not pure white

Not white

off white colour

FAQ

Common Card questions

Answered from the same tracked data.