How competitive is the Vase niche on Amazon United Kingdom?

49 brands and 61 sellers compete in Vase on Amazon United Kingdom. The top 5 Vase products take 31% of clicks and its top 5 brands hold 40% of demand.

What do buyers complain about in Vase?

Vase buyers on Amazon United Kingdom complain most about Size-Overall, Value For Money, Quality-Overall, the themes mined from the niche's reviews. Its return rate is 2.3%.

What does it cost to enter the Vase niche?

Vase sells for £11.21 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £3.96–£33.98. The average incumbent carries 368 reviews — the moat a new listing must climb.

Vase

Vase shows no brand lock-in (top 5 brands take 40% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Signals No Dominant Brand

Flapen Score

Worth a look

This niche Category average

Is Vase profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Vase is a £713K/yr Amazon United Kingdom market (2.9M searches/yr). The top 5 brands hold 40% of demand. Demand peaks in Feb–Mar. Verdict: Worth a look — 57/100.

Vase: 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 -42.4% over the last 90 days and 2.2% of searches end in a purchase.

£713K

revenue / yr

Units sold / yr60K

Search volume / yr-42.4%2.9M

Conversion rate2.2%

Avg price£11.21

Who owns the niche?

The top 5 brands hold 40% of demand, so 60% of the market is open.

60%

open market share

Brands · sellers49 · 61

Top-5 product click share31%

Open market60%

Avg brand age34 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 68 products

Top Vase 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

GUKJOB Ceramic Vase Flower Vase Ceramic Vases for Flowers Decorative Vases for Pampas Grass Decoration for Home Living Room Dining Table Farmhouse Office Decor (White)

Price: £9.43
Rating: 4.5/5
Reviews: 429
Age: 2y ago

Vzmiza Clear Glass Vase Premium Quality Flower VaseNon-Slip Pad White VaseRustic Home Decor Decorative VaseModern Farmhouse Ideal Shelf Mantle Table & Entryway Decor Transparent 20x9.4x9.4 cm

Price: £8.65
Rating: 4.5/5
Reviews: 765
Age: 4y ago

New 2026 Design Ribbed Glass Vase - Patented Wide Ribbed Vase for Wedding Reception Home Decor Housewarming Gift (Clear) Decorative Flower Vases - Bud Vase for Centerpieces Cylinder Vases

Price: £9.54
Rating: 4.8/5
Reviews: 26
Age: 8mo ago

CEMABT Glass Vases for FlowersThickened 3.4 lb Morden vases for Tables Centerpieces vase for Home Decor Crystal Colorful and Clear Rose Large Vases Christmas Day Gifts(Heavy Duty)

Price: £13.33
Rating: 4.7/5
Reviews: 1,526
Age: 3y ago

DARENYI Glass Vase 20cm Clear Flower Vase for Home Decor Office Wedding

Price: £9.22
Rating: 4.6/5
Reviews: 415
Age: 4y ago

Newest

by launch date

NUPTIO Ceramic White Vase for Flower: 20cm Tall Ribbed Textured Centrepiece

Price: £12.08
Rating: 4.6/5
Reviews: 52
Age: 7mo ago

Der Rose 12 Pack Glass Bud Vases for Flowers 125ml Small Vases for Table Decoration Elegant Home Decor and Wedding Decor Centerpieces

Price: £10.78
Rating: 4.8/5
Reviews: 47
Age: 7mo ago

Eastrise Plastic Vases Nordic Geometric Flower Vases (White)

Price: £5.72
Rating: 4.2/5
Reviews: 32
Age: 8mo ago

Eastrise Plastic Vases Nordic Geometric Flower Vases (Pink)

Price: £6.00
Rating: 4.2/5
Reviews: 32
Age: 8mo ago

New 2026 Design Ribbed Glass Vase - Patented Wide Ribbed Vase for Wedding Reception Home Decor Housewarming Gift (Clear) Decorative Flower Vases - Bud Vase for Centerpieces Cylinder Vases

Price: £9.54
Rating: 4.8/5
Reviews: 26
Age: 8mo ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.

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

Brands

49 falling

Sellers

Top-5 brand share

40%

Top 20: 77%

Top-5 click share

31%

Top 20: 66%

Open market

56%

Vzmiza16%
GUKJOB8%
Eastrise6%
CEMABT5%
DARENYI4%
anquephd4%

Vase demand & seasonality

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

Volume2.9MCVR2.2%Products68Brands49Top 5 Brands40%OOS Rate3.7%Rating4.5★Reviews368Avg BSR#119

Peak months: Feb, Mar · busiest ÷ quietest = 2.0×

Top Vase search terms shoppers use

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

vase1.1M/yr -44.2%1.5% conv.
flower vase318K/yr -47.9%1.7% conv.
vases239K/yr -30.9%0.5% conv.
vases for flowers198K/yr -55.2%1.2% conv.
glass vase142K/yr -43.1%1.3% conv.
ceramic vase95K/yr -33.5%0.3% conv.
small vase85K/yr -38.7%1.2% conv.
white vase81K/yr -37.3%1.1% conv.
glass vases for flowers83K/yr -49.5%1.7% conv.
large vase74K/yr -32.7%0.5% conv.

What reviews say buyers love and hate about Vase

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

What buyers love

79% of reviews

Quality-Overall16%

“Good quality glass”

Size-Overall13%

“fits perfectly with my living room decor”

Value For Money12%

“Very affordable”

Design-Overall11%

“Lovely design”

Color8%

“love the colour”

What buyers complain about

72% of reviews

Size-Overall37%

“Not fit for purpose”

Value For Money9%

“It wasn't the cheap”

Quality-Overall7%

“Disappointing Glass Quality”

Advertised Vs Actual Product5%

“False advertising”

Color4%

“Its more subtle in colour than it looks”

Vase return rate & reasons

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

2.3%

Return rate

84%

Fixable by listing

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

1Size-Overall

72%

2Quality-Overall

3Advertised Vs Actual Product

4Material Quality

5Color

Common Vase questions

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

Flapen scores Vase 57/100 on Amazon United Kingdom — Worth a look. The niche generates £713K/yr across 68 tracked products. 3 of 19 products launched in the last 360 days are still selling. Search demand moved -42.4% over the last 90 days.