filofax
Skip itWeak search conversion (0.9%) — this niche doesn't clear our bar today.
Avg price
Incredible£25.36avg listing price — sweet spot $15–$100
Review moat
Great408.16avg incumbent reviews — the moat a new listing must climb
Price range
Great£6.92–£112.71cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Great1.9%return rate — above 5% kills the launch gate
Competition
Good40%top-5 click share — leaders hold, buyers still browse
Brand share
Good75%top-5 brand share — brands hold most of the demand
Market size
Okay£157K£157K/yr · 664K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-15.2%90-day search growth — must beat 0% to launch
Conversion
Bad0.9%search→purchase rate — share of searches ending in a sale
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.
Data updated Jul 29, 2026 · scored weekly · How we score niches
filofax market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £127K–£152K
- units × avg price
- Conversion rate
- 0.9%
- Avg BSR
- #252
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 74%
- Out of stock
- 21.2%
- Avg brand age
- 37 months
- Avg seller age
- 189 days
Competition & brand share
The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
34
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%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -15.2% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 2.5×
Top filofax search terms
- filofax305K/yr
- filofax personal organiser50K/yr
- filofax a575K/yr
- a5 filofax47K/yr
- filofax personal45K/yr
- personal organiser26K/yr
- a5 organiser20K/yr
- filofax a5 organiser17K/yr
- a5 filofax organiser11K/yr
- personal filofax9K/yr
Top filofax 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
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
Mlife£9.084.7★326 rev
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
ANOMM£8.514.6★222 rev
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
FYY£12.844.6★472 rev
Filofax Saffiano A5 Organiser - Black
Filofax£44.705.0★8 rev
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)
skydue£12.094.7★735 rev
Newest
by launch date
Real Leather Filofax Finsbury Personal Organiser A5 2015 Edition
Generic£16.901 rev
Filofax Personal Week on two pages English 2027 diary 27-68421
Filofax£8.9311 rev
Filofax Saffiano Personal Organiser - Orange
Filofax£28.2618 rev
Filofax Malden A5 Leather Organiser - Burgundy
Filofax£112.7156 rev
Filofax Saffiano Personal Organiser - Pink
Filofax£24.4118 rev
Trending
90-day click momentumFilofax Personal Week on two pages English 2027 diary 27-68421
Filofax£8.935.0★
Real Leather Filofax Finsbury Personal Organiser A5 2015 Edition
Generic£16.905.0★
Filofax Botanical A5 Organiser - Mint
Filofax£28.765.0★
Filofax Confetti A5 Organiser - Charcoal
Filofax£31.234.0★
Filofax Good Vibes Personal Organiser - Mix
Filofax£20.604.1★
What buyers say about filofax
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent quality”
“Good value”
“As shown”
“It feels like it can be organised around me”
“Great colour”
“The paper quality is good”
“Very useful”
“My plans are firm”
“Its very high quality leather, well stitched”
“The attractive design is an added bonus”
What buyers complain about
“It was slightly expensive”
“Poor Quality”
“Even on the cover it shows QR codes, however it is blank inside”
“Quality of paper is not that good”
“Maybe its not leather”
“The only negative was the thickness of the pages”
“Very poor quality zip which completely broke within 5 weeks of purchase”
“this is clearly false stitching as it is only glued together”
“the glue failed”
“Some subjects need much more space than others”
Top return reasons
Common questions
- Is filofax profitable to sell on Amazon United Kingdom?
- The niche generates £157K/yr across 43 tracked products. 2 of 9 products launched in the last 360 days are still selling. 90-day search growth is -15.2%. Flapen's verdict: Skip it (48/100).
- How competitive is the filofax niche?
- 18 brands and 34 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in filofax?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Advertised Vs Actual Product. The return rate is 1.9%.
- When does demand for filofax peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 2.5× the quietest.
- What does it cost to enter the filofax niche?
- Listings span £6.92–£112.71; the average listing price is £25.36 (sweet spot $15–$100). The average incumbent carries 408 reviews — the moat a new listing must climb.