2025 Diary
FailPrices span $3.28–$11.52, mostly outside the sweet spot, so 2025 Diary is a Fail.
- Flapen Score
- 49 / 100Top 41% of 835 Stationery & Office Supplies niches · +2 vs the category median of 4749
- Market size
- £218K/yr1.1M searches / yr
- 90-day growth
- -11.4%search demand this quarter
- Competition
- 40%top-5 click share · 18 brands · 31 sellers
Flapen Score
2025 Diary against its category
The dotted line is the Stationery & Office Supplies average. Past it, 2025 Diary is stronger. Inside it, weaker.
Market
The 2025 Diary market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for 2025 Diary 1.1M times last year and spent an estimated £218K. The top 5 brands take 65% of clicks. Demand peaks in Jan–Dec. Flapen scores it 49 out of 100, a Fail.
01 · Demand
3.1% of searches ended in a purchase last week.
Shoppers searched for this 1.1M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.1% of those searches ended in a purchase. Searches in the last 90 days moved -11.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £218K a year.
- Searches, last 12 months
- 1.1M
- Growth, 90 days vs prior 90
- -11.4%
- Conversion, latest week
- 3.1%
- Market size, estimated
- £218Ka year
- Peak month
- January11.4× the quietest month
- Top search term
- diary571K searches a year
02 · Price
A sale here is worth £6.40.
Listings sell for £6.40 on average, from £3.28 to £11.52. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 100 to 250 of them. At £6.40 that is £640 to £2K a year per listing.
- Average price
- £6.40under the $15 to $100 sweet spot
- Price range
- £3.28–£11.52
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 40K–50K
- Units per listing a year
- 100–250
- Revenue per listing a year
- £640–£2K
- Returns
- 0.5%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
80% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 33.4% of listings are out of stock. The average listing ranks #50 within Calendars, Planners & Personal Organisers. It carries 619 reviews at 4.54 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 80%
- Prime listings
- 100%
- Out of stock, average day
- 33.4%
- Average rank
- #50in Calendars, Planners & Personal Organisers
- Average rating
- 4.54 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 619per listing
- Listings tracked
- 35
04 · Newcomers
Amazon counts 7 of last year's 8 launches as successful.
8 products launched here in the last 12 months. Amazon counts 7 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 38 months on average, so the names here are settling in.
- Launched, last 12 months
- 8
- Successful launches
- 7Amazon's first-year sales bar
- Average brand age
- 38 months
Products
Top 2025 Diary products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
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)
- Price
- £5.43
- Rating
- 4.6/5
- Reviews
- 612
- Age
- 1y ago
Zhswlp A5 Weekly Planner Notebook Undated To Do List Notebook Diary 52 weeks of Daily Planner tracking for Daily life Work Students
- Price
- £3.97
- Rating
- 4.4/5
- Reviews
- 515
- Age
- 2y ago
Collins - Essential - 2026 12 Month Calendar Year Planner Day-To-Page Diary A5 Hard Cover - Black (ESSA51.99-26)
- Price
- £4.42
- Rating
- 4.7/5
- Reviews
- 526
- Age
- 1y ago
Collins - Essential - 2026 12 Month Calendar Year Planner Day-to-Page Diary A5 Hard Cover - Maroon (ESSA51.78-26)
- Price
- £3.64
- Rating
- 4.7/5
- Reviews
- 526
- Age
- 1y ago
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)
- Price
- £7.74
- Rating
- 4.6/5
- Reviews
- 412
- Age
- 4mo ago
Trending
90-day click momentumLonely 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)
- Price
- £7.74
- Rating
- 4.6/5
- Reviews
- 412
- Age
- 4mo 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
- Price
- £4.29
- Rating
- 4.5/5
- Reviews
- 495
- Age
- 5mo 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
- Price
- £3.53
- Rating
- 4.5/5
- Reviews
- 495
- Age
- 5mo ago
Academic Diary 2026-2027 by Smart Panda - A4 Diary Week to View - Softcover 30 Minute Intervals Teacher Planner Mid Year Work and Appointment Diary July 2026 to August 2027
- Price
- £11.52
- Rating
- 4.6/5
- Reviews
- 119
- Age
- 9mo 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
- Price
- £5.41
- Rating
- 4.8/5
- Reviews
- 34
- Age
- 7mo ago
Newest
by launch dateLonely 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)
- Price
- £7.74
- Rating
- 4.6/5
- Reviews
- 412
- Age
- 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
- Price
- £3.53
- Rating
- 4.5/5
- Reviews
- 495
- Age
- 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
- Price
- £4.29
- Rating
- 4.5/5
- Reviews
- 495
- Age
- 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
- Price
- £5.41
- Rating
- 4.8/5
- Reviews
- 34
- Age
- 7mo ago
2026-2027 Academic Diary A5 Page A Day Planner 13 Months Green Flower
- Price
- £8.50
- Rating
- 4.8/5
- Reviews
- 514
- Age
- 8mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take 40% of clicks. Leaders hold, but buyers still shop past them.
Brands
18 falling
Sellers
31
Top-5 brand share
65%
Top 20: 100%
Top-5 click share
40%
Top 20: 81%
Open market
29%
- Collins34%
- G4GADGET9%
- Zhswlp8%
- Lonely Oak7%
- Mljtoyo6%
- Pinnora6%
Demand
2025 Diary search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Dec · busiest ÷ quietest = 11.4×
Search terms
Top 2025 Diary search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- diary571K/yr
- diaries83K/yr
- a5 diary57K/yr
- dairy37K/yr
- work diary26K/yr
- diary planner21K/yr
- daily diary16K/yr
- diary a514K/yr
- 2025 diary97K/yr
- page a day diary17K/yr
Reviews and returns
What reviews say buyers love and hate about 2025 Diary
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Poor Quality
Not as High quality as previous years
Overall build quality is low
Cheap paper diary in a plastic sleeve, no ribbon
Paper too thin
the paper is sticked
Not as described
Not as advertised
the pictures are misleading
March has some double printing as well
No good been printed wrong no wonder it was cheap
Only disappointment is last two pages for 2027 are overprinted and so illegible
larger then expected or even quoted
smaller than expected
Weekend spaces a little small
Love
Brilliant quality
Great quality and handy size
Build quality feels solid and well thought out
Great deal
Excellent value
Great value
Exactly as pictured
As described
Exactly what I needed
Great diary with loads of space for organising
Good organizing book to easily access written documentation
Perfect for keeping a busy family organised
Good size
A good size for day to day
not too big
Return
0.5% Return rate 67% Fixable by listing
larger then expected or even quoted
smaller than expected
Weekend spaces a little small
Poor Quality
Not as High quality as previous years
Overall build quality is low
Not as described
Not as advertised
the pictures are misleading
Cheap paper diary in a plastic sleeve, no ribbon
Paper too thin
the paper is sticked
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common 2025 Diary questions
Answered from the same tracked data.