Is washi tape profitable to sell on Amazon United Kingdom?

The niche generates £199K/yr across 56 tracked products. 1 of 17 products launched in the last 360 days are still selling. 90-day search growth is -12.7%. Flapen's verdict: Worth a look (57/100).

How competitive is the washi tape niche?

34 brands and 45 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 49% of demand.

What do buyers complain about in washi tape?

Top complaints mined from reviews: Adhesion/Stickiness, Size-Overall, Value For Money. The return rate is 0.4%.

When does demand for washi tape peak?

Demand peaks in Jan–Dec; the busiest month runs 1.8× the quietest.

What does it cost to enter the washi tape niche?

Listings span £2.12–£10.71; the average listing price is £5.82 (sweet spot $15–$100). The average incumbent carries 511 reviews — the moat a new listing must climb.

washi tape

Worth a look

Shows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Brand share

Great49%

top-5 brand share — no brand owns this niche

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Competition

Great37%

top-5 click share — an open shelf

Review moat

Good511.45

avg incumbent reviews — the moat a new listing must climb

Conversion

Good5.0%

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

Market size

Okay£199K

£199K/yr · 680K searches

Growth

Bad-12.7%

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

Avg price

Bad£5.82

avg listing price — sweet spot $15–$100

Price range

Bad£2.12–£10.71

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

Signals No Dominant Brand Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, washi tape is a £199K/yr Amazon United Kingdom market (680K searches/yr). The top 5 brands hold 49% of demand. Demand peaks in Jan–Dec. Verdict: Worth a look — 57/100.

Data updated Jul 26, 2026 · scored weekly · How we score niches

washi tape market data

Units sold / yr: 25K–30K; avg 250–500/product
Revenue / yr: £146K–£175K; units × avg price
Conversion rate: 5.0%
Avg BSR: #189
Page quality: 0%
Prime: 100%
Sponsored: 82%
Out of stock: 7.8%
Avg brand age: 29 months
Avg seller age: 178 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

34 rising

Sellers

Top-5 brand share

49%

Top 20: 89%

Top-5 click share

37%

Top 20: 70%

Open market

46%

IEEBEE11%
YUBX11%
Forwaarss10%
YUBBAEX9%
Uskerb7%
JOELELI5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.7% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 1.8×

Open Trend

Top washi tape search terms

washi tape474K/yr -14.8%3.0% conv.
washi tape sets51K/yr -14.2%3.0% conv.
washi tape for scrapbooking19K/yr +33.8%2.4% conv.
craft tape19K/yr -20.2%2.5% conv.
scrapbook tape16K/yr -7.3%3.9% conv.
decorative tape13K/yr -0.8%1.2% conv.
washi12K/yr -18.1%0.9% conv.
washi tapes9K/yr +8.8%2.5% conv.
washi tape uk10K/yr -4.1%3.5% conv.
wide washi tape6K/yr -7.4%0.3% conv.

All search terms

Top washi tape 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

IEEBEE 55 Rolls Washi Tape Set - Decorative Masking Tape Colored Tape Patterns Adhesive Artists Tapes for Journaling Supplies

IEEBEE£9.974.6★28 rev

Forwaarss 48 Rolls Washi Tape Set - 8mm Wide Colorful Flower Style Design Decorative Masking Tape for DIY Craft Scrapbooking Gift Wrapping

Forwaarss£7.834.5★904 rev

Uskerb 12 Rolls Washi Tape Set - Galaxy Purple Decorative Masking Tape for Scrapbooking Planners Crafts Journals Bullet Journals Premium Washi Paper Easy to Use

Uskerb£3.814.2★61 rev

Yubbaex Washi Tape Set Decorative Tape Craft Supplies for DIY Bullet Journal Craft Gift Wrapping Scrapbooking (Fromantic 6 Rolls)

YUBBAEX£4.164.6★5,704 rev

JOELELI 20 Rolls Washi Tape Set Floral Masking Washi Tape Decorative Multi-Pattern Washi Tape for DIY Craft Gift Wrapping Festivals Decoration Scrapbooking

JOELELI£5.874.6★181 rev

Newest

by launch date

YUBX 60 Rolls Washi Tape Set 10mm Wide Geometric Elegance Skinny Decorative Masking Tapes for Arts DIY Crafts Journals Planners Scrapbook Wrapping (Bygone Days)

YUBX£10.71108 rev

8mo ago

IEEBEE 55 Rolls Washi Tape Set - Decorative Masking Tape Colored Tape Patterns Adhesive Artists Tapes for Journaling Supplies

IEEBEE£9.9728 rev

8mo ago

BINKUOMCG 20 Rolls Vintage Washi Tapes 7mm Wide Retro Arts Decorative Tape Antique Patterns Masking Tape for DIY Scrapbooking Planners Journaling Gift Wrapping (Colorful)

BINKUOMCG£4.6110 rev

10mo ago

G4GADGET 10 Rolls Rainbow Washi Sticky Tape Set 1.5cm x 5m Decorative Masking Tapes Assorted Colourful Adhesive Craft Tape for Scrapbooking DIY Planner Journals & Art Projects

G4GADGET£3.3047 rev

11mo ago

Lubarion 12 Rolls Purple Washi Tape Set for Creative DIY Projects Scrapbooking and Journaling Vibrant and Durable Decorative Masking Tapes

Lubarion£3.4412 rev

11mo ago

What buyers say about washi tape

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

What buyers love

Color17%

“Pretty colours”

Adhesion/Stickiness17%

“Stick well”

Quality-Overall14%

“Excellent Quality”

Value For Money12%

“good value for money too”

Ease Of Use10%

“Easy to use”

Design-Overall7%

“Great Variety of Designs”

Advertised Vs Actual Product2%

“Very pleased as advertised”

Size-Overall2%

“They are a perfect size”

Thickness1%

“I like that some are thinner”

Shape/Style1%

“Cute patterns”

What buyers complain about

Adhesion/Stickiness46%

“Not sticky enough”

Size-Overall8%

“Too short”

Value For Money7%

“Not alot on each real bit over priced for what you get sorry guys”

Durability5%

“break really easily making them useless”

Quality-Overall5%

“Awful quality”

Thickness2%

“Fairly thin”

Advertised Vs Actual Product2%

“Altogether false advertising”

Functionality-Overall2%

“Doesn't work”

Color2%

“as well colours aren't nice”

Instructions/User Manual/Troubleshooting1%

“No instruction”

Top return reasons

Adhesion/Stickiness43%

Size-Overall16%

Functionality-Overall7%

Defective Material/Parts5%

Durability4%

Quality-Overall4%

Advertised Vs Actual Product4%

Thin3%

Color3%

Value For Money2%

Common questions

Is washi tape profitable to sell on Amazon United Kingdom?: The niche generates £199K/yr across 56 tracked products. 1 of 17 products launched in the last 360 days are still selling. 90-day search growth is -12.7%. Flapen's verdict: Worth a look (57/100).
How competitive is the washi tape niche?: 34 brands and 45 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 49% of demand.
What do buyers complain about in washi tape?: Top complaints mined from reviews: Adhesion/Stickiness, Size-Overall, Value For Money. The return rate is 0.4%.
When does demand for washi tape peak?: Demand peaks in Jan–Dec; the busiest month runs 1.8× the quietest.
What does it cost to enter the washi tape niche?: Listings span £2.12–£10.71; the average listing price is £5.82 (sweet spot $15–$100). The average incumbent carries 511 reviews — the moat a new listing must climb.