Filofax
FailBuyers convert on only 0.9% of searches, so Filofax is a Fail.
- Flapen Score
- 48 / 100Top 45% of 835 Stationery & Office Supplies niches · +1 vs the category median of 4748
- Market size
- £157K/yr664K searches / yr
- 90-day growth
- -15.2%search demand this quarter
- Competition
- 40%top-5 click share · 18 brands · 34 sellers
Flapen Score
Filofax against its category
The dotted line is the Stationery & Office Supplies average. Past it, Filofax is stronger. Inside it, weaker.
Market
The Filofax market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Filofax 664K times last year and spent an estimated £157K. The top 5 brands take 75% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 48 out of 100, a Fail.
01 · Demand
0.9% of searches ended in a purchase last week.
Shoppers searched for this 664K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.9% of those searches ended in a purchase. Searches in the last 90 days moved -15.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £157K a year.
- Searches, last 12 months
- 664K
- Growth, 90 days vs prior 90
- -15.2%
- Conversion, latest week
- 0.9%
- Market size, estimated
- £157Ka year
- Peak month
- January2.5× the quietest month
- Top search term
- filofax305K searches a year
02 · Price
A sale here is worth £25.36.
Listings sell for £25.36 on average, from £6.92 to £112.71. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 100 to 250 of them. At £25.36 that is £3K to £6K a year per listing.
- Average price
- £25.36inside the $15 to $100 sweet spot
- Price range
- £6.92–£112.71
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 5K–6K
- Units per listing a year
- 100–250
- Revenue per listing a year
- £3K–£6K
- Returns
- 1.9%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
74% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 21.2% of listings are out of stock. The average listing ranks #252 within Calendars, Planners & Personal Organisers. It carries 408 reviews at 4.63 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 74%
- Prime listings
- 98%
- Out of stock, average day
- 21.2%
- Average rank
- #252in Calendars, Planners & Personal Organisers
- Average rating
- 4.63 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 408per listing
- Listings tracked
- 43
04 · Newcomers
Amazon counts 2 of last year's 9 launches as successful.
9 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 37 months on average, so the names here are settling in.
- Launched, last 12 months
- 9
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 37 months
Products
Top Filofax products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
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
Trending
90-day click momentum
Filofax Personal Week on two pages English 2027 diary 27-68421
- Price
- £8.93
- Rating
- 5.0/5
- Reviews
- 11
- Age
- 3mo ago
Real Leather Filofax Finsbury Personal Organiser A5 2015 Edition
- Price
- £16.90
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 2mo ago
Filofax Botanical A5 Organiser - Mint
- Price
- £28.76
- Rating
- 5.0/5
- Reviews
- 4
- Age
- 1y ago
Filofax Confetti A5 Organiser - Charcoal
- Price
- £31.23
- Rating
- 4.0/5
- Reviews
- 6
- Age
- 1y ago
Filofax Good Vibes Personal Organiser - Mix
- Price
- £20.60
- Rating
- 4.1/5
- Reviews
- 4
- Age
- 1y ago
Newest
by launch dateReal 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
Competition: brands, sellers & click share
The top 5 products take 40% of clicks. Leaders hold, but buyers still shop past 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
Filofax search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 2.5×
Search terms
Top Filofax search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Filofax
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
It was slightly expensive
I just wish the diary inserts weren't so expensive
Looks really expensive
Poor Quality
Very poor quality- disappointing from filofax
Poor quality - same fault on replacement
Even on the cover it shows QR codes, however it is blank inside
Not as described
Quality of paper is not that good
The paper is very thin as well
Maybe its not leather
Love
Excellent quality
how well made it is
Great well made product
Good value
Great value
Well worth it
As shown
Exactly as described
Did the job
It feels like it can be organised around me
Good quality personal organiser
Perfect organiser for your day, week and month
Great colour
The colour is a lovely shade of green
brilliant colours to choose from
Return
1.9% Return rate 79% Fixable by listing
Poor Quality
Very poor quality- disappointing from filofax
Poor quality - same fault on replacement
Even on the cover it shows QR codes, however it is blank inside
Not as described
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Filofax questions
Answered from the same tracked data.