box of pens
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great9.8%search→purchase rate — share of searches ending in a sale
Market size
Good£454K£454K/yr · 777K searches
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad7,882.52avg incumbent reviews — the moat a new listing must climb
Growth
Bad-6.5%90-day search growth — must beat 0% to launch
Avg price
Bad£5.93avg listing price — sweet spot $15–$100
Price range
Bad£1.78–£17.49cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, box of pens is a £454K/yr Amazon United Kingdom market (777K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in May–Jul–Nov–Dec. Verdict: Skip it — 43/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
box of pens market data
- Units sold / yr
- 80K–100K
- avg 2,500–3,000/product
- Revenue / yr
- £474K–£593K
- units × avg price
- Conversion rate
- 9.8%
- Avg BSR
- #21
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 74%
- Out of stock
- 0.0%
- Avg brand age
- 38 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
4 rising
Sellers
239
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
58%
Top 20: 96%
Open market
0%
- BIC93%
- SOMCO3%
- BIC CRISTAL3%
- G4GADGET1%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 101 weeks — -6.5% search growth over the last 90 days.Peak months: May, Jul, Nov, Dec · busiest ÷ quietest = 3.3×
Top box of pens search terms
- bic pens438K/yr
- bic79K/yr
- bic pen49K/yr
- bic pens black40K/yr
- bic black pens21K/yr
- black bic pens21K/yr
- pens bic23K/yr
- bic cristal pens16K/yr
- bic biro13K/yr
- bic cristal9K/yr
Top box of pens 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.
All 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
BIC Cristal Original Smudge Free Ballpoint Pens Ideal for School Black Medium Point (1.0mm) Pack of 50
BIC£8.874.7★37,088 rev
BIC Cristal Original Ballpoint Pens Medium Tip (1 mm) Black Box of 10
BIC£1.784.7★1,649 rev
Bic Cristal Soft Ballpoint Pens Smooth Easy-Glide Ink Medium 1.2mm Tip Comfortable Writing Black School & Office Supplies Pack of 10
BIC£3.334.6★1,661 rev
BIC 4 Colours Pens Multicolour Shine - Assorted Metallic Barrel Retractable Ballpoint Pens - Pack of 3
BIC£3.734.7★13,473 rev
BIC 4 Colours Pens Multicolour Original - Retractable Ballpoint Pens - Pack of 3
BIC£3.934.7★23,878 rev
Newest
by launch date
SOMCO - Pack Of 10 Black Biro Ballpoint Pens - Medium Tip - Premium Pen With Ergonomic Design
SOMCO£3.7439 rev
BIC Cristal Original Ballpoint Pens Medium Tip (1 mm) Black Box of 10
BIC£1.781,649 rev
Bic Cristal Soft Ballpoint Pens Smooth Easy-Glide Ink Medium 1.2mm Tip Comfortable Writing Black School & Office Supplies Pack of 10
BIC£3.331,661 rev
BIC Cristal Original Blue Pens - Medium Point (1.0mm) Ballpoint Biros Pens Multipack - Pack of 10
BIC£1.891,603 rev
Bic Cristal Original Black Ball Pens - Set of 8
BIC£5.695 rev
Trending
90-day click momentumBic Cristal Original Black Ball Pens - Set of 8
BIC£5.694.0★
BIC Cristal Original Smudge Free Ballpoint Medium Point (1.0mm) Pens Black Pack of 50 Cristal Original Ballpoint Medium Point (1.0 mm) Pens Blue Pack of 50
BIC£17.494.8★
SOMCO - Pack Of 10 Black Biro Ballpoint Pens - Medium Tip - Premium Pen With Ergonomic Design
SOMCO£3.744.6★
G4GADGET Premium Pack of 10 Black Biro Ballpoint Pens - Medium Tip for Fluent Smooth Writing - Professional Quality Pens for Home Office and School Use - Long-Lasting Ink and Ergonomic Design
G4GADGET£3.364.4★
BIC 4 Colours Pens Multicolour Shine - Assorted Metallic Barrel Retractable Ballpoint Pens - Pack of 3
BIC£3.734.7★
What buyers say about box of pens
What buyers praise and complain about, mined from review topics.What buyers love
“Good value”
“Excellent Product”
“Really easy to write with”
“Good Quality Pens”
“As advertised”
“Colourful”
“good for everyday use”
“Good quality pens”
“Very Comfortable”
“Comfortable grip”
What buyers complain about
“Poor quality pens”
“the ink was dry”
“this batch of pens leaks when you start to use them lasts about 3 mins before ink fill bottom of pen”
“Leak really badly too”
“Cheap, solid classic”
“No complaints except could be slightly cheaper”
“Doesnt write well like the original from years ago”
“Big”
“slightly uncomfortable to hold”
“Some do not work as well as others”
Top return reasons
Common questions
- Is box of pens profitable to sell on Amazon United Kingdom?
- The niche generates £454K/yr across 23 tracked products. 90-day search growth is -6.5%. Flapen's verdict: Skip it (43/100).
- How competitive is the box of pens niche?
- 4 brands and 239 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in box of pens?
- Top complaints mined from reviews: Quality-Overall, Dry/Empty Ink, Ink Leakage. The return rate is 0.1%.
- When does demand for box of pens peak?
- Demand peaks in May–Jul–Nov–Dec; the busiest month runs 3.3× the quietest.
- What does it cost to enter the box of pens niche?
- Listings span £1.78–£17.49; the average listing price is £5.93 (sweet spot $15–$100). The average incumbent carries 7,883 reviews — the moat a new listing must climb.