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Bullet Journal

Fail

Demand is soft, at -9.5% this quarter, so Bullet Journal is a Fail.

Flapen Score
38
38 / 100
Ranks 652 of 835 Stationery & Office Supplies niches · −9 vs the category median of 47
Market size
£103K/yr444K searches / yr
90-day growth
-9.5%search demand this quarter
Competition
54%top-5 click share · 11 brands · 26 sellers

Flapen Score

Bullet Journal against its category

The dotted line is the Stationery & Office Supplies average. Past it, Bullet Journal is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Bullet Journal market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Bullet Journal 444K times last year and spent an estimated £103K. The top 5 brands take 89% of clicks. Demand peaks in Jan–Dec. Flapen scores it 38 out of 100, a Fail.

01 · Demand

An estimated 2.3% of those searches ended in a purchase.

Shoppers searched for this 444K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 2.3% of those searches ended in a purchase. Searches in the last 90 days moved -9.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £103K a year.

Searches, last 12 months
444K
Growth, 90 days vs prior 90
-9.5%
Conversion, latest week
2.3%
Market size, estimated
£103Ka year
Peak month
January4.3× the quietest month
Top search term
bullet journal225K searches a year

02 · Price

A sale here is worth £10.05.

Listings sell for £10.05 on average, from £4.95 to £24.88. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £10.05 that is £3K to £5K a year per listing.

Average price
£10.05under the $15 to $100 sweet spot
Price range
£4.95–£24.88
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£5K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

93% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 7.9% of listings are out of stock. The average listing ranks #78 within Notebooks, Writing Pads & Diaries. It carries 2,985 reviews at 4.62 stars, so a new listing needs social proof before a better product.

Sponsored listings
93%
Prime listings
100%
Out of stock, average day
7.9%
Average rank
#78in Notebooks, Writing Pads & Diaries
Average rating
4.62 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,985per listing
Listings tracked
28

04 · Newcomers

0 of last year's 3 launches cleared the first-year sales bar.

3 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 43 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
0Amazon's first-year sales bar
Average brand age
43 months

Products

Top Bullet Journal products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 29, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 54% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£10K£15K£21K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

26

Est. top-5 brand share

89%

Top 20: 100%

Est. top-5 click share

54%

Top 20: 92%

Open market

7%

  • Smarpau33%
  • STATIONERY ISLAND27%
  • Ottergami12%
  • LEUCHTTURM191712%
  • RETTACY5%
  • EMSHOI4%
  • Open — no brand owns it (5 brands, 7%)

Demand

Bullet Journal search demand

Weekly searches over the year, seasonality beneath. Pick a range.

45K35KSpike '24Holiday '24Spike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Dec · busiest ÷ quietest = 4.3×

Search terms

Top Bullet Journal search terms shoppers use

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

  • bullet journal225K/yr
  • dotted notebook58K/yr
  • dotted journal56K/yr
  • a5 dotted notebook17K/yr
  • dotted notebook a523K/yr
  • notebook dotted11K/yr
  • dot grid notebook7K/yr
  • journal dotted8K/yr
  • a5 dotted journal8K/yr
  • dotted journal a56K/yr

Reviews and returns

What reviews say buyers love and hate about Bullet Journal

We read the reviews and the return reasons for every product selling here.

32%of positive reviews mention “Paper Quality”
30%of negative reviews mention “Paper Quality”
0.7%of orders come back
“Paper is a bit flimsy”
A buyer, on “Paper Quality”30% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

21 topics

NegativePositive

FAQ

Common Bullet Journal questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data