How competitive is the Picture Frames niche on Amazon United Kingdom?

23 brands and 50 sellers compete in Picture Frames on Amazon United Kingdom. The top 5 Picture Frames products take 48% of clicks and its top 5 brands hold 63% of demand.

What do buyers complain about in Picture Frames?

Picture Frames buyers on Amazon United Kingdom complain most about Frame Quality, Quality-Overall, Strength, the themes mined from the niche's reviews. Its return rate is 1.1%.

What does it cost to enter the Picture Frames niche?

Picture Frames sells for £7.71 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £3.00–£19.82. The average incumbent carries 3,788 reviews — the moat a new listing must climb.

Picture Frames

Picture Frames shows low returns (1.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Picture Frames profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Picture Frames is a £1.8M/yr Amazon United Kingdom market (5.7M searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Dec. Verdict: Worth a look — 57/100.

Picture Frames: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -9.3% over the last 90 days and 4.1% of searches end in a purchase.

£1.8M

revenue / yr

Units sold / yr250K

Search volume / yr-9.3%5.7M

Conversion rate4.1%

Avg price£7.71

Who owns the niche?

The top 5 brands hold 63% of demand, so 37% of the market is open.

37%

open market share

Brands · sellers23 · 50

Top-5 product click share48%

Open market37%

Avg brand age39 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 35 products

Top Picture Frames products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

wyewye A4 Frame Wooden Photo Frames with A5 Mount A4 Picture Frames with Stand Tabletop or Wall Hanging A4 Black Frame Poster Frame with Plexiglass Window Black

Price: £3.39
Rating: 4.4/5
Reviews: 6,207
Age: 3y ago

A4 Frame Black Wooden A4 Picture Frames with A5 Mount Photo Frames

Price: £3.65
Rating: 4.5/5
Reviews: 826
Age: 1y ago

Tinkeps 4 Pack A4 Black Picture Frame Engineered Wood and Plexiglass A4 Frame with Mount for A5 Prints Photos and Posters Tabletop and Wall Mountable

Price: £9.00
Rating: 4.6/5
Reviews: 833
Age: 1y ago

3 Pack A4 Picture Frame A4 Black Picture Frames 21 X 29 7 cm Frame Wall Hanging Landscape or Portrait Orientation

Price: £9.94
Rating: 4.5/5
Reviews: 10,615
Age: 2y ago

A4 Picture Frame Wooden Photo Frame Black

Price: £4.25
Rating: 4.4/5
Reviews: 1,804
Age: 2y ago

Newest

by launch date

A4 Frame Black MDF A4 Picture Frame with A5 Mount

Price: £3.00
Rating: 4.5/5
Reviews: 52
Age: 4mo ago

QPQIYIY 6 Pack A4 Black Picture Frame 100% Solid Wood and Shatterproof Plexiglass Multi-Purpose Display for Photos Posters and Artwork - Versatile Tabletop or Wall Mount Design

Price: £12.94
Rating: 4.2/5
Reviews: 12
Age: 7mo ago

YONGHUO A4 Frame 1 Pack Wooden A4 Picture Frames Black A4 Frames 21 x 29.7cm with Plexiglass Wall Hooks Stand and Mat for Tabletop or Wall Hanging Black

Price: £3.88
Rating: 4.5/5
Reviews: 78
Age: 1y ago

4Pack A4 Frame Wooden A4 Picture Frames with A5 Mount Photo Frames

Price: £9.44
Rating: 4.6/5
Reviews: 274
Age: 1y ago

Tinkeps Set of 10 Black Photo Frames Multiple Pictures Engineered Wood and Plexiglass Picture Frames with Two 8x10 Four 5x7 Four 4x6 Frames Hanging or Tabletop Display

Price: £11.42
Rating: 4.4/5
Reviews: 54
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

23 falling

Sellers

Top-5 brand share

63%

Top 20: 98%

Top-5 click share

48%

Top 20: 84%

Open market

28%

wyewye20%
FamiPrts12%
Tinkeps12%
upsimples10%
yenlk9%
SONGMICS9%

Picture Frames demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume5.7MCVR4.1%Products35Brands23Top 5 Brands63%OOS Rate6.1%Rating4.4★Reviews3,788Avg BSR#45

Peak months: Dec · busiest ÷ quietest = 2.0×

Top Picture Frames search terms shoppers use

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

picture frames1.3M/yr -14.2%0.7% conv.
photo frame1.2M/yr -11.1%0.9% conv.
a4 frame569K/yr +12.9%8.8% conv.
photo frames375K/yr -14.4%0.6% conv.
a4 picture frame291K/yr -15.3%7.0% conv.
6x4 photo frames262K/yr -1.2%2.0% conv.
picture frame249K/yr -6.2%0.9% conv.
a4 photo frame180K/yr +8.7%6.7% conv.
frame203K/yr -11.3%0.9% conv.
photo frames multiple pictures220K/yr -17.2%0.3% conv.

What reviews say buyers love and hate about Picture Frames

What buyers mention most, as a share of all reviews.

What buyers love

88% of reviews

Frame Quality29%

“Decent frames”

Value For Money19%

“Excellent value”

Quality-Overall17%

“Excellent product”

Advertised Vs Actual Product7%

“As advertised”

Size-Overall4%

“Perfect fit”

What buyers complain about

77% of reviews

Frame Quality19%

“This frame does not look like the picture”

Quality-Overall17%

“Average quality”

Strength11%

“Bit flimsy”

Assembly/Installation9%

“Bit awkward to assemble”

Advertised Vs Actual Product6%

“Not exactly as pictured”

Picture Frames return rate & reasons

Why buyers send it back, as a share of all return requests.

1.1%

Return rate

46%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

37%

2Frame Quality

34%

3Quality-Overall

4Defective Material/Parts

5Assembly/Installation

Common Picture Frames questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Picture Frames 57/100 on Amazon United Kingdom — Worth a look. The niche generates £1.8M/yr across 35 tracked products. 2 of 5 products launched in the last 360 days are still selling. Search demand moved -9.3% over the last 90 days.