colouring
Skip itPrices mostly outside the sweet spot ($1.43–$17.10) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Competition
Okay55%top-5 click share — leaders hold, buyers still browse
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad7,808avg incumbent reviews — the moat a new listing must climb
Growth
Bad-10.9%90-day search growth — must beat 0% to launch
Avg price
Bad£6.44avg listing price — sweet spot $15–$100
Market size
Bad£60K£60K/yr · 271K searches
Price range
Bad£1.43–£17.10cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, colouring is a £60K/yr Amazon United Kingdom market (271K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 36/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
colouring market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £52K–£64K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #71
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 69%
- Out of stock
- 4.2%
- Avg brand age
- 45 months
- Avg seller age
- 175 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
119
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
55%
Top 20: 87%
Open market
14%
- CRAYOLA70%
- Vallteng5%
- Amazing Tour4%
- STAEDTLER3%
- Thboxes3%
- BIC Kids2%
- Open — no brand owns it (11 brands, 14%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.9×
Top colouring search terms
- colouring151K/yr
- colours44K/yr
- kids colouring21K/yr
- coloring16K/yr
- kids drawing & painting supplies18K/yr
- colours for kids8K/yr
- colouring for kids8K/yr
- colouring in5K/yr
Top colouring 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
CRAYOLA Pastel SuperTips Washable Markers - Assorted Colours (Pack of 20) | Premium Felt Tip Pens That Can Easily Wash Off Skin and Clothing | For Ages 3+
CRAYOLA£3.194.6★4,578 rev
CRAYOLA SuperTips Washable Markers - Assorted Colours (Pack of 24) | Premium Felt Tip Pens That Can Easily Wash Off Skin & Clothing | Ideal for Kids Aged 3+
CRAYOLA£3.374.7★39,393 rev
CRAYOLA Twistables Colouring Crayons Multicolor 12 Count (Pack of 1)
CRAYOLA£2.164.7★8,107 rev
Amazing Tour Graphic Marker Pens 80 Colors Drawing Art Markers Artist Dual Tips Permanent for Adults Colouring Books Adults Art Markers with Black Bag
Amazing Tour£8.024.4★1,899 rev
CRAYOLA Twistables Colouring Crayons - Assorted Colours (Pack of 24) Simply Twist for More Colouring Fun - No Need to Sharpen! Ideal for Kids Aged 3+
CRAYOLA£3.954.7★4,865 rev
Newest
by launch date
Thboxes 24 Colours Colouring Pens Dual Tip Marker Pens Washable Brush Tip Felt Tip Pens Water-Based Markers for Adult Colouring Drawing Sketching Calligraphy Good Easter Gifts
Thboxes£5.32435 rev
WISYOK 48 Colouring Pencils Coloured Pencils for Adults Kids Colour Pencils Polychromos Drawing Art Pencils Artist Pencils for Drawing Sketching and Dooding
WISYOK£5.56314 rev
Vallteng Alcohol Markers Set 80 Colours Dual Tips Colouring Pens for Adults Permanent Art Markers Set for Drawing Coloring Illustration Graphic Designing with Carrying Case and Base
Vallteng£10.493,424 rev
Vallteng Alcohol Markers Set 80 Colours Dual Tips Colouring Pens for Adults Permanent Art Markers Set for Drawing Coloring Illustration Graphic Designing with Carrying Case and Base
Vallteng£11.32182 rev
Artecho 72 Dual Tip Brush Pens with bag Felt tip pens for adult colouring books Colouring Pens for Adults Calligraphy Drawing Sketching Nylon tip for Artists Beginners
Artecho£11.562,473 rev
Trending
90-day click momentum
CRAYOLA SuperTips Washable Markers - Assorted Colours (Pack of 12) Premium Felt Tip Pens That Can Easily Wash Off Skin & Clothing Ideal for Kids Aged 3+
CRAYOLA£1.864.7★
H & B 72 Colors Dual Brush Markers with Fineliner Felt Tip Pens for Adults Kids Colouring pens with Case for Drawing Sketching Easter Christmas
H & B£17.104.5★
Amazing Tour Graphic Marker Pens 80 Colors Drawing Art Markers Artist Dual Tips Permanent for Adults Colouring Books Adults Art Markers with Black Bag
Amazing Tour£8.024.4★
Vallteng Alcohol Markers Set 80 Colours Dual Tips Colouring Pens for Adults Permanent Art Markers Set for Drawing Coloring Illustration Graphic Designing with Carrying Case and Base
Vallteng£10.494.3★
WISYOK 48 Colouring Pencils Coloured Pencils for Adults Kids Colour Pencils Polychromos Drawing Art Pencils Artist Pencils for Drawing Sketching and Dooding
WISYOK£5.564.6★
What buyers say about colouring
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful colours”
“Amazing value”
“Brilliant quality”
“Excellent pencils”
“Good to entertain a child”
“As advertised”
“easy to hold”
“This was a gift”
“easy to wash”
“works well good durability”
What buyers complain about
“not all colours as expected”
“of much lower quality”
“didnt work”
“one came dry”
“Break quickly”
“Pens were all dry”
“Overpriced”
“Dry nibs”
“Poor quality, crumble and leave big mess to clean up”
“Leak”
Top return reasons
Common questions
- Is colouring profitable to sell on Amazon United Kingdom?
- The niche generates £60K/yr across 32 tracked products. 90-day search growth is -10.9%. Flapen's verdict: Skip it (36/100).
- How competitive is the colouring niche?
- 17 brands and 119 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in colouring?
- Top complaints mined from reviews: Color, Quality-Overall, Functionality-Overall. The return rate is 0.2%.
- When does demand for colouring peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.9× the quietest.
- What does it cost to enter the colouring niche?
- Listings span £1.43–£17.10; the average listing price is £6.44 (sweet spot $15–$100). The average incumbent carries 7,808 reviews — the moat a new listing must climb.