How competitive is the Filofax niche on Amazon United Kingdom?

18 brands and 34 sellers compete in Filofax on Amazon United Kingdom. The top 5 Filofax products take 40% of clicks and its top 5 brands hold 75% of demand.

What do buyers complain about in Filofax?

Filofax buyers on Amazon United Kingdom complain most about Value For Money, Quality-Overall, Advertised Vs Actual Product, the themes mined from the niche's reviews. Its return rate is 1.9%.

What does it cost to enter the Filofax niche?

Filofax sells for £25.36 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £6.92–£112.71. The average incumbent carries 408 reviews — the moat a new listing must climb.

Filofax

weak search conversion (0.9%) — Filofax doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Filofax profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Filofax is a £157K/yr Amazon United Kingdom market (664K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 48/100.

Filofax: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -15.2% over the last 90 days and 0.9% of searches end in a purchase.

£157K

revenue / yr

Units sold / yr6K

Search volume / yr-15.2%664K

Conversion rate0.9%

Avg price£25.36

Who owns the niche?

The top 5 brands hold 75% of demand, so 25% of the market is open.

25%

open market share

Brands · sellers18 · 34

Top-5 product click share40%

Open market25%

Avg brand age37 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 43 products

Top Filofax products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Mlife A5 Notebook Binder Set - 6 Ring PU Leather Planner 5 PCS File Divider 45 Sheets A5 Loose Leaf Paper Label Stickers Index Tabs and Clear Cash Envelopes Personal Organizer BinderLight Blue

Price: £9.08
Rating: 4.7/5
Reviews: 326
Age: 4y ago

ANOMM A5 Ring Binder Notebook PU Leather Diary Refillable Notebook with A5 Dot Grid Paper & Inner Pockets & Index Divider Spiral Journal Binder for Travel Work School and Personal Organizer-Gray

Price: £8.51
Rating: 4.6/5
Reviews: 222
Age: 1y ago

FYY Leather A5 Ring Binder Notebook 6 Ring Travel Journal with A5 Refillable Papers Binder Pockets and Dividers Personal Writing Planner for School Office Home Meeting Brown

Price: £12.84
Rating: 4.6/5
Reviews: 472
Age: 3y ago

Filofax Saffiano A5 Organiser - Black

Price: £44.70
Rating: 5.0/5
Reviews: 8
Age: 1y ago

SKYDYE A5 6 Ring Binder - 135 Sheet Refill Paper A5 Ring Binder Notebook with Pockets and Dividers for School Notes and Travel Diaries (Olive Green)

Price: £12.09
Rating: 4.7/5
Reviews: 735
Age: 1y ago

Newest

by launch date

Real Leather Filofax Finsbury Personal Organiser A5 2015 Edition

Price: £16.90
Rating: 5.0/5
Reviews: 1
Age: 2mo ago

Filofax Personal Week on two pages English 2027 diary 27-68421

Price: £8.93
Rating: 5.0/5
Reviews: 11
Age: 3mo ago

Filofax Saffiano Personal Organiser - Orange

Price: £28.26
Rating: 4.3/5
Reviews: 18
Age: 11mo ago

Filofax Malden A5 Leather Organiser - Burgundy

Price: £112.71
Rating: 4.4/5
Reviews: 56
Age: 11mo ago

Filofax Saffiano Personal Organiser - Pink

Price: £24.41
Rating: 4.3/5
Reviews: 18
Age: 11mo ago

Competition: brands, sellers & click share

The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

18 falling

Sellers

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

40%

Top 20: 75%

Open market

19%

Filofax36%
Mlife14%
ANOMM10%
skydue8%
FYY7%
OMEYA6%

Filofax demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume664KCVR0.9%Products43Brands18Top 5 Brands75%OOS Rate21.2%Rating4.6★Reviews408Avg BSR#252

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 2.5×

Top Filofax search terms shoppers use

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

filofax305K/yr -15.3%0.4% conv.
filofax personal organiser50K/yr -7.0%0.5% conv.
filofax a575K/yr -12.1%0.4% conv.
a5 filofax47K/yr -8.9%0.7% conv.
filofax personal45K/yr -42.6%0.5% conv.
personal organiser26K/yr -17.9%0.3% conv.
a5 organiser20K/yr -13.5%0.4% conv.
filofax a5 organiser17K/yr +3.9%0.4% conv.
a5 filofax organiser11K/yr -19.9%1.1% conv.
personal filofax9K/yr -19.0%0.6% conv.

What reviews say buyers love and hate about Filofax

What buyers mention most, as a share of all reviews.

What buyers love

75% of reviews

Quality-Overall24%

“Excellent quality”

Value For Money8%

“Good value”

Advertised Vs Actual Product7%

“As shown”

Document Organizing/Classification7%

“It feels like it can be organised around me”

Color6%

“Great colour”

What buyers complain about

82% of reviews

Value For Money19%

“It was slightly expensive”

Quality-Overall14%

“Poor Quality”

Advertised Vs Actual Product12%

“Even on the cover it shows QR codes, however it is blank inside”

Paper Quality12%

“Quality of paper is not that good”

Leather Quality8%

“Maybe its not leather”

Filofax return rate & reasons

Why buyers send it back, as a share of all return requests.

1.9%

Return rate

79%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

59%

2Quality-Overall

3Advertised Vs Actual Product

4Weight Heavy

5Color

Common Filofax questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Filofax 48/100 on Amazon United Kingdom — Skip it. The niche generates £157K/yr across 43 tracked products. 2 of 9 products launched in the last 360 days are still selling. Search demand moved -15.2% over the last 90 days.