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Colouring

Fail

Prices span $1.43–$17.10, mostly outside the sweet spot, so Colouring is a Fail.

Flapen Score
36
36 / 100
Ranks 5,242 of 5,777 Home & Garden niches · −15 vs the category median of 51
Market size
£60K/yr271K searches / yr
90-day growth
-10.9%search demand this quarter
Competition
55%top-5 click share · 17 brands · 119 sellers

Flapen Score

Colouring against its category

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

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Colouring market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Colouring 271K times last year and spent an estimated £60K. The top 5 brands take 83% of clicks. Demand peaks in Nov–Dec. Flapen scores it 36 out of 100, a Fail.

01 · Demand

An estimated 3.5% of those searches ended in a purchase.

Shoppers searched for this 271K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 3.5% of those searches ended in a purchase. Searches in the last 90 days moved -10.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £60K a year.

Searches, last 12 months
271K
Growth, 90 days vs prior 90
-10.9%
Conversion, latest week
3.5%
Market size, estimated
£60Ka year
Peak month
December2.9× the quietest month
Top search term
colouring151K searches a year

02 · Price

A sale here is worth £6.44.

Listings sell for £6.44 on average, from £1.43 to £17.10. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £6.44 that is £2K to £3K a year per listing.

Average price
£6.44under the $15 to $100 sweet spot
Price range
£1.43–£17.10
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£2K–£3K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

69% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 4.2% of listings are out of stock. The average listing ranks #71 within Drawing. It carries 7,808 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
69%
Prime listings
97%
Out of stock, average day
4.2%
Average rank
#71in Drawing
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
7,808per listing
Listings tracked
32

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 45 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
45 months

Products

Top Colouring products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 27, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 55% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£6K£9K£12K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

17 falling

Sellers

119

Est. top-5 brand share

83%

Top 20: 100%

Est. 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

Colouring search demand

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

10K6KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 2.9×

Search terms

Top Colouring search terms shoppers use

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

  • 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

Reviews and returns

What reviews say buyers love and hate about Colouring

We read the reviews and the return reasons for every product selling here.

31%of positive reviews mention “Color”
20%of negative reviews mention “Color”
0.2%of orders come back
“not all colours as expected”
A buyer, on “Color”20% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

18 topics

NegativePositive

FAQ

Common Colouring questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data