bullet journal
Skip itSoft demand (-9.5% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Price range
Good£4.95–£24.88cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay2,985.36avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£10.05avg listing price — sweet spot $15–$100
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Brand share
Okay89%top-5 brand share — brands hold most of the demand
Market size
Okay£103K£103K/yr · 444K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-9.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, bullet journal is a £103K/yr Amazon United Kingdom market (444K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 38/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
bullet journal market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £80K–£101K
- units × avg price
- Conversion rate
- 2.3%
- Avg BSR
- #78
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 93%
- Out of stock
- 7.9%
- Avg brand age
- 43 months
- Avg seller age
- 197 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
26
Top-5 brand share
89%
Top 20: 100%
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 & seasonality
Weekly Amazon search volume, last 104 weeks — -9.5% search growth over the last 90 days.Peak months: Jan, Dec · busiest ÷ quietest = 4.3×
Top bullet journal search terms
- 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
Top bullet journal 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Smarpau A5 Dotted Notebook Bullet Dot Grid Journal with 180 Pages
Smarpau£4.954.6★29 rev
STATIONERY ISLAND Bullet Dotted Journal A5 Hardcover Dotted Notebook Thick 120gsm Paper 180 Pages Journal Notebook
STATIONERY ISLAND£6.364.7★9,117 rev
Smarpau Bullet Dotted Journal A5 180 Pages Dot Grid Notebook
Smarpau£5.254.6★29 rev
LEUCHTTURM1917 363572 Bullet Journal Edition 2 Medium (A5) Hardcover 206 Numbered Pages Black Dotted with 120g/sqm Paper
LEUCHTTURM1917£24.884.7★1,641 rev
STATIONERY ISLAND Bullet Dotted Journal A5 Thick Notebook 100gsm Paper 360 Pages Hardback Journal Notebook with Pen Holder Inner Pocket 2 Bookmarks
STATIONERY ISLAND£7.664.6★694 rev
Newest
by launch dateSmarpau A5 Dotted Notebook Bullet Dot Grid Journal with 180 Pages
Smarpau£4.9529 rev
Smarpau Bullet Dotted Journal A5 180 Pages Dot Grid Notebook
Smarpau£5.2529 rev
LEUCHTTURM1917 373022 Bullet Journal Edition 2 Medium (A5) Hardcover 206 numbered pages Turquoise25 dotted
LEUCHTTURM1917£24.191,641 rev
Smarpau A5 Notebook Bullet Dotted Journal 320 Pages Hardcover Leather Notebook with 100GSM Thick Paper Journal for Women Men Writing - 14.5 x 21cm Purple
Smarpau£6.5484 rev
Smarpau Bullet Dotted Journal A5 Thick Notebook 360 Numbered Pages 100gsm Paper No Bleed for Writing Leather Journal Notebook for Women Men Work School Office - 14.5 x 21cm Pink
Smarpau£6.79255 rev
Trending
90-day click momentumSmarpau Bullet Dotted Journal A5 180 Pages Dot Grid Notebook
Smarpau£5.254.6★
Smarpau A5 Dotted Notebook Bullet Dot Grid Journal with 180 Pages
Smarpau£4.954.6★
SIGEL JB103 Bullet Journal Notebook A5+ Dotted hardcover 200 Pages 120 g/m Paper | for Hand Lettering Organisation & journaling | Elastic Closure Pink/Orange Jolie
Sigel£5.414.6★
Ottergami The Pro Bullet Dotted Journal 150gsm A5 Notebook Brown
Ottergami£10.774.6★
Ottergami Classic Bullet Dotted Journal 150gsm A5 Notebook Blue Speckled
Ottergami£11.594.6★
What buyers say about bullet journal
What buyers praise and complain about, mined from review topics.What buyers love
“lovely feel of paper”
“Excellent quality”
“Great item for the price”
“really lovely to write on”
“Usefull”
“Sturdy enough”
“Good drawing/ doodle book”
“The colour is beautiful”
“Stunning booked, really beautiful design in the outside”
“Nice paper clear print”
What buyers complain about
“Paper is a bit flimsy”
“Not a5. Not a5”
“pen strap broke within two months”
“But they not the same quality as Leuctturm so were returned”
“I have got some bleed through from carbon black ink”
“the only issue i have is knowing how to set it up”
“it's crazy bad for the environment”
“A little heavy for carrying around”
“its not the smoothest writing experience”
“I prefer a thinner”
Top return reasons
Common questions
- Is bullet journal profitable to sell on Amazon United Kingdom?
- The niche generates £103K/yr across 28 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -9.5%. Flapen's verdict: Skip it (38/100).
- How competitive is the bullet journal niche?
- 11 brands and 26 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 89% of demand.
- What do buyers complain about in bullet journal?
- Top complaints mined from reviews: Paper Quality, Advertised Vs Actual Product, Durability. The return rate is 0.7%.
- When does demand for bullet journal peak?
- Demand peaks in Jan–Dec; the busiest month runs 4.3× the quietest.
- What does it cost to enter the bullet journal niche?
- Listings span £4.95–£24.88; the average listing price is £10.05 (sweet spot $15–$100). The average incumbent carries 2,985 reviews — the moat a new listing must climb.