Is colouring pens profitable to sell on Amazon United Kingdom?

The niche generates £2.7M/yr across 37 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.1%. Flapen's verdict: Worth a look (60/100).

How competitive is the colouring pens niche?

27 brands and 84 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in colouring pens?

Top complaints mined from reviews: Color, Quality-Overall, Dry/Empty Ink. The return rate is 0.3%.

When does demand for colouring pens peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 3.2× the quietest.

What does it cost to enter the colouring pens niche?

Listings span £1.86–£17.39; the average listing price is £8.88 (sweet spot $15–$100). The average incumbent carries 5,199 reviews — the moat a new listing must climb.

colouring pens

Worth a look

Shows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Market size

Incredible£2.7M

£2.7M/yr · 3.6M searches

Conversion

Great8.7%

search→purchase rate — share of searches ending in a sale

Competition

Good44%

top-5 click share — leaders hold, buyers still browse

Brand share

Good65%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Avg price

Okay£8.88

avg listing price — sweet spot $15–$100

Review moat

Bad5,199.16

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-12.1%

90-day search growth — must beat 0% to launch

Price range

Bad£1.86–£17.39

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, colouring pens is a £2.7M/yr Amazon United Kingdom market (3.6M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 60/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

colouring pens market data

Units sold / yr: 250K–300K; avg 8,000–10,000/product
Revenue / yr: £2.2M–£2.7M; units × avg price
Conversion rate: 8.7%
Avg BSR: #70
Page quality: 0%
Prime: 97%
Sponsored: 89%
Out of stock: 5.9%
Avg brand age: 43 months
Avg seller age: 169 days

Competition & brand share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

Brands

27 falling

Sellers

Top-5 brand share

65%

Top 20: 94%

Top-5 click share

44%

Top 20: 82%

Open market

32%

CRAYOLA39%
Tongfushop11%
Artecho7%
SOL4%
Melifluo3%
Amazon Basics3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.1% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.2×

Open Trend

Top colouring pens search terms

colouring pens1.4M/yr -9.5%5.6% conv.
felt tip pens570K/yr -13.4%9.4% conv.
markers206K/yr -9.7%1.8% conv.
felt tips141K/yr -7.0%10.1% conv.
colouring151K/yr -13.1%0.7% conv.
colouring pens for adults176K/yr -25.0%4.1% conv.
coloring pens92K/yr -14.1%3.3% conv.
felt tip pens for adults93K/yr -24.5%4.8% conv.
adult colouring pens92K/yr -25.4%4.0% conv.
pens for kids62K/yr +18.4%3.8% conv.

All search terms

Top colouring pens 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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 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 12) Premium Felt Tip Pens That Can Easily Wash Off Skin & Clothing Ideal for Kids Aged 3+

CRAYOLA£1.864.7★39,393 rev

CRAYOLA SuperTips Washable Markers - Assorted Colours (Pack of 50) | Premium Felt Tip Pens That Can Easily Wash Off Skin & Clothing | Ideal for Kids Aged 3+

CRAYOLA£6.664.7★7,246 rev

Tongfushop 80 Colored Alcohol Markers Set Dual Tip Professional Marker Pens Colouring Pens for Adults Art Markers for Drawing Sketching Graffiti Anime Manga Illustration with Bag Base

Tongfushop£11.344.5★8,246 rev

Newest

by launch date

Dual Tip Colouring Pens 24 Colors Fine & Brush Marker Set Felt Tip Pens for Adult Colouring Books Calligraphy Drawing Sketching Scrapbooking Painting DIY Projects Beginners & Artists

Melifluo£5.502,616 rev

8mo ago

Amazon Basics Super Tip 40 Colours Washable Markers Pack of 40 Multicoloured

Amazon Basics£4.75760 rev

1y ago

HYNEXLK 78 Dual Tip Colouring Pens Brush Pens Felt Brush Tip Pens Art Markers for Adults Fineliners Felt Colouring Pens for Adult Colouring Books Calligraphy Drawing Sketching

HYNEXLK£10.98258 rev

1y ago

FZMIT 24 Colouring Pens Felt Tips Pens for Adults Colouring Books-Coloured Dual Tip Brush Pens Markers and Fineliners Art Supplies for Drawing Painting Sketching Highlighting

FZMIT£5.30187 rev

1y ago

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

1y ago

What buyers say about colouring pens

What buyers praise and complain about, mined from review topics.

What buyers love

Color31%

“Variety of colours”

Value For Money15%

“Amazing value”

Quality-Overall15%

“Great quality pens”

Pen/Pencil Quality9%

“Good quality pens”

Nib/Tip Quality3%

“Lovely having the choice of nibs”

Advertised Vs Actual Product3%

“They are exactly whats advertised”

Durability2%

“Very durable”

Ease Of Use2%

“Easy to use”

Washability2%

“easy to wash”

Efficiency1%

“Works great”

What buyers complain about

Color20%

“not all colours as expected”

Quality-Overall14%

“Mixed quality of items”

Dry/Empty Ink8%

“Pens are dry”

Moist/Dry7%

“they dried up”

Durability5%

“Lid on one of the pens has broke after being used once so now it doesn't stay on the pen”

Functionality-Overall4%

“didnt work”

Ink Leakage4%

“has leaked out Highlighter end”

Value For Money3%

“kinda expensive”

Drying Time2%

“they take a while to dry”

Nib/Tip Quality2%

“Shame that a few pens have poor nib quality”

Top return reasons

Color13%

Quality-Overall12%

Functionality-Overall12%

Dry/Empty Ink9%

Display Colors5%

Paper Quality5%

Defective Material/Parts4%

Leak-Proof4%

Size-Overall3%

Ink Refill3%

Common questions

Is colouring pens profitable to sell on Amazon United Kingdom?: The niche generates £2.7M/yr across 37 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.1%. Flapen's verdict: Worth a look (60/100).
How competitive is the colouring pens niche?: 27 brands and 84 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 65% of demand.
What do buyers complain about in colouring pens?: Top complaints mined from reviews: Color, Quality-Overall, Dry/Empty Ink. The return rate is 0.3%.
When does demand for colouring pens peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 3.2× the quietest.
What does it cost to enter the colouring pens niche?: Listings span £1.86–£17.39; the average listing price is £8.88 (sweet spot $15–$100). The average incumbent carries 5,199 reviews — the moat a new listing must climb.

colouring pens

colouring pens market data

Competition & brand share

Demand & seasonality

Top colouring pens search terms

Top colouring pens products on Amazon

Top sellers

Newest

Trending

What buyers say about colouring pens

What buyers love

What buyers complain about

Top return reasons

Common questions

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