Is 2023 diary profitable to sell on Amazon United Kingdom?

The niche generates £161K/yr across 33 tracked products. 7 of 8 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Skip it (46/100).

How competitive is the 2023 diary niche?

17 brands and 30 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 69% of demand.

What do buyers complain about in 2023 diary?

Top complaints mined from reviews: Quality-Overall, Paper Quality, Size-Overall. The return rate is 0.5%.

When does demand for 2023 diary peak?

Demand peaks in Jan–Dec; the busiest month runs 3.4× the quietest.

What does it cost to enter the 2023 diary niche?

Listings span £3.28–£11.52; the average listing price is £6.34 (sweet spot $15–$100). The average incumbent carries 663 reviews — the moat a new listing must climb.

2023 diary

Skip it

Prices mostly outside the sweet spot ($3.28–$11.52) — this niche doesn't clear our bar today.

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Review moat

Good663.36

avg incumbent reviews — the moat a new listing must climb

Competition

Good43%

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

Brand share

Good69%

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

Conversion

Okay3.0%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£161K

£161K/yr · 834K searches

Growth

Bad-10.2%

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

Avg price

Bad£6.34

avg listing price — sweet spot $15–$100

Price range

Bad£3.28–£11.52

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

According to Flapen's Amazon United Kingdom niche tracking, 2023 diary is a £161K/yr Amazon United Kingdom market (834K searches/yr). The top 5 brands hold 69% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 46/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

2023 diary market data

Units sold / yr: 25K–30K; avg 100–250/product
Revenue / yr: £159K–£190K; units × avg price
Conversion rate: 3.0%
Avg BSR: #45
Page quality: 0%
Prime: 100%
Sponsored: 82%
Out of stock: 28.9%
Avg brand age: 39 months
Avg seller age: 183 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 falling

Sellers

Top-5 brand share

69%

Top 20: 100%

Top-5 click share

43%

Top 20: 84%

Open market

26%

Collins36%
G4GADGET11%
Zhswlp9%
Lonely Oak7%
Pinnora7%
Mljtoyo5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -10.2% search growth over the last 90 days.

Peak months: Jan, Dec · busiest ÷ quietest = 3.4×

Open Trend

Top 2023 diary search terms

diary571K/yr -8.9%2.0% conv.
diaries83K/yr -10.1%0.7% conv.
a5 diary57K/yr -21.1%3.6% conv.
dairy37K/yr -10.0%0.6% conv.
diary a514K/yr -10.8%3.7% conv.
page a day diary17K/yr -31.4%1.8% conv.
week to view diary13K/yr -11.6%2.3% conv.
diary week to view11K/yr -15.0%2.9% conv.
diarys8K/yr -21.7%2.0% conv.
disry5K/yr -0.5%2.2% conv.

All search terms

Top 2023 diary 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

Collins - Essential - 2026 12 Month Calendar Year Planner Day-to-Page Diary A4 Hard Cover - Black (ESSA41.99-26)

Collins£5.434.6★612 rev

Zhswlp A5 Weekly Planner Notebook Undated To Do List Notebook Diary 52 weeks of Daily Planner tracking for Daily life Work Students

Zhswlp£3.974.4★515 rev

Collins - Essential - 2026 12 Month Calendar Year Planner Day-To-Page Diary A5 Hard Cover - Black (ESSA51.99-26)

Collins£4.424.7★526 rev

Collins - Essential - 2026 12 Month Calendar Year Planner Day-to-Page Diary A5 Hard Cover - Maroon (ESSA51.78-26)

Collins£3.644.7★526 rev

Pinnora Diary 2026 A5 Day Per Page Purple Year Planner Organiser 2026 Day Per Page 2026 Planner Home School & Office Hard Back 2026 Diaries A5 & A4 2026 Diary in Day Per Page & Week To View

Pinnora£5.174.6★769 rev

Newest

by launch date

Lonely Oak A5 Academic Diary 2026-2027 Week to View Daily Weekly Planner 5.75 x 8.4 13 Months Faux Leather School Year Monthly Calendar Diary from Jul.2026 to Jul.2027 for Student(Black)

Lonely Oak£7.74412 rev

4mo ago

G4GADGET 2026-2027 Academic Diary A5 Week To View Black Hardback August 2026 to July 2027 Weekly Planner Student Teacher School Organizer Timetable & Appointment Year Planner

G4GADGET£3.53495 rev

5mo ago

G4GADGET 2026-2027 Academic Diary A5 Week To View Pink Hardback August 2026 to July 2027 Weekly Planner Student Teacher School Organizer Timetable & Appointment Year Planner

G4GADGET£4.29495 rev

5mo ago

Pinnora Black A5 Notebook Lined Everyday Journal Notebook & Monthly Planner with 192 Pages Notebooks for School Office & Travel Durable Cover Smooth Paper Ideal Lined Notebooks

Pinnora£5.4134 rev

7mo ago

2026-2027 Academic Diary A5 Page A Day Planner 13 Months Green Flower

Thboxes£8.50514 rev

8mo ago

What buyers say about 2023 diary

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

What buyers love

Quality-Overall22%

“Brilliant quality”

Value For Money21%

“Great deal”

Advertised Vs Actual Product18%

“As described”

Document Organizing/Classification13%

“Great diary with loads of space for organising”

Size-Overall6%

“Good size”

Paper Quality5%

“Nice paper”

Ease Of Use4%

“Easy to use”

Writing Experience3%

“Good size plenty of writing space on each day of the week”

Color2%

“I like the colour”

Design-Overall1%

“Well made, clear layout and attractive design”

What buyers complain about

Quality-Overall21%

“Not as High quality as previous years”

Paper Quality17%

“Cheap paper diary in a plastic sleeve, no ribbon”

Size-Overall13%

“larger then expected or even quoted”

Advertised Vs Actual Product11%

“Not as described”

Print Quality10%

“March has some double printing as well”

Value For Money7%

“Waste of money”

Error Warning Accuracy2%

“maybe a printing error”

Design-Overall2%

“As these arent cheap I deducted two stars for this as it really is annoying and badly planned”

Durability2%

“Missing a month”

Adhesion/Stickiness2%

“sticky is the downside”

Top return reasons

Size-Overall48%

Quality-Overall11%

Advertised Vs Actual Product7%

Paper Quality4%

Functionality-Overall3%

Color3%

Value For Money2%

Weight Heavy2%

Material Quality2%

Compatibility-Overall2%

Common questions

Is 2023 diary profitable to sell on Amazon United Kingdom?: The niche generates £161K/yr across 33 tracked products. 7 of 8 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Skip it (46/100).
How competitive is the 2023 diary niche?: 17 brands and 30 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 69% of demand.
What do buyers complain about in 2023 diary?: Top complaints mined from reviews: Quality-Overall, Paper Quality, Size-Overall. The return rate is 0.5%.
When does demand for 2023 diary peak?: Demand peaks in Jan–Dec; the busiest month runs 3.4× the quietest.
What does it cost to enter the 2023 diary niche?: Listings span £3.28–£11.52; the average listing price is £6.34 (sweet spot $15–$100). The average incumbent carries 663 reviews — the moat a new listing must climb.