---
title: "Filofax — £157K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/stationery-office-supplies/filofax"
last_updated: "2026-07-31T14:38:40.960Z"
locale: en
meta:
description: "Niche score 48/100 · £157K/yr market · 664K searches/yr · £25.36 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £157K/yr market · 664K searches/yr · £25.36 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Filofax — £157K/yr Amazon UK Niche (2026) - Flapen"
---
# **filofax**
**Skip it**
Weak search conversion (0.9%) — this niche doesn't clear our bar today.
Market size 33Growth 17Conversion 12Competition 75Returns 76Price range 79Avg price 95Brand share 50Review moat 80Quality gap 23
**Avg price**
**Incredible****£25.36**
avg listing price — sweet spot $15–$100
**Review moat**
**Great****408.16**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Great****£6.92–£112.71**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.9%**
return rate — above 5% kills the launch gate
**Competition**
**Good****40%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****75%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****£157K**
£157K/yr · 664K searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-15.2%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****0.9%**
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 ~~](https://flapen.com/research/methodology)
## **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.
35K25KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/uk/stationery-office-supplies/filofax/trend)
## **Top filofax search terms**
- **filofax**305K/yr-15.3%0.4% conv. - **filofax personal organiser**50K/yr-7.0%0.5% conv. - **filofax a5**75K/yr-12.1%0.4% conv. - **a5 filofax**47K/yr-8.9%0.7% conv. - **filofax personal**45K/yr-42.6%0.5% conv. - **personal organiser**26K/yr-17.9%0.3% conv. - **a5 organiser**20K/yr-13.5%0.4% conv. - **filofax a5 organiser**17K/yr+3.9%0.4% conv. - **a5 filofax organiser**11K/yr-19.9%1.1% conv. - **personal filofax**9K/yr-19.0%0.6% conv. [**All search terms **](https://flapen.com/research/uk/stationery-office-supplies/filofax/search-terms)
## **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.
0%4%£6K8%£13K12%£19K16%£25K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£9.08**4.7★326 rev](https://www.amazon.co.uk/dp/B09XDV2KC3) [2**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**£8.51**4.6★222 rev](https://www.amazon.co.uk/dp/B0DTKFZWQC) [3**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**£12.84**4.6★472 rev](https://www.amazon.co.uk/dp/B0B747K7J7) [4**Filofax Saffiano A5 Organiser - Black**Filofax**£44.70**5.0★8 rev](https://www.amazon.co.uk/dp/B0F9FD14DZ) [5**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**£12.09**4.7★735 rev](https://www.amazon.co.uk/dp/B0DC51S9W2)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Real Leather Filofax Finsbury Personal Organiser A5 2015 Edition**Generic**£16.90**1 rev2mo ago](https://www.amazon.co.uk/dp/B0GZFPS8KP) [**Filofax Personal Week on two pages English 2027 diary 27-68421**Filofax**£8.93**11 rev3mo ago](https://www.amazon.co.uk/dp/B0GVNBMHQY) [**Filofax Saffiano Personal Organiser - Orange**Filofax**£28.26**18 rev11mo ago](https://www.amazon.co.uk/dp/B0FKTQY6JZ) [**Filofax Malden A5 Leather Organiser - Burgundy**Filofax**£112.71**56 rev11mo ago](https://www.amazon.co.uk/dp/B0F9FC56LQ) [**Filofax Saffiano Personal Organiser - Pink**Filofax**£24.41**18 rev11mo ago](https://www.amazon.co.uk/dp/B0FKTL6H8G)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Filofax Personal Week on two pages English 2027 diary 27-68421**Filofax**£8.93**5.0★**▲ 328%**](https://www.amazon.co.uk/dp/B0GVNBMHQY) [**Real Leather Filofax Finsbury Personal Organiser A5 2015 Edition**Generic**£16.90**5.0★**▲ 325%**](https://www.amazon.co.uk/dp/B0GZFPS8KP) [**Filofax Botanical A5 Organiser - Mint**Filofax**£28.76**5.0★**▲ 241%**](https://www.amazon.co.uk/dp/B0F9FDF9V5) [**Filofax Confetti A5 Organiser - Charcoal**Filofax**£31.23**4.0★**▲ 219%**](https://www.amazon.co.uk/dp/B0F9FGYBGX) [**Filofax Good Vibes Personal Organiser - Mix**Filofax**£20.60**4.1★**▲ 154%**](https://www.amazon.co.uk/dp/B0F9FGW2SQ)
**~~View all trending →~~**
## **What buyers say about filofax**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**24%
*“Excellent quality”*
**Value For Money**8%
*“Good value”*
**Advertised Vs Actual Product**7%
*“As shown”*
**Document Organizing/Classification**7%
*“It feels like it can be organised around me”*
**Color**6%
*“Great colour”*
**Paper Quality**6%
*“The paper quality is good”*
**Ease Of Use**5%
*“Very useful”*
**Strength**5%
*“My plans are firm”*
**Leather Quality**5%
*“Its very high quality leather, well stitched”*
**Design-Overall**4%
*“The attractive design is an added bonus”*
### **What buyers complain about **
**Value For Money**19%
*“It was slightly expensive”*
**Quality-Overall**14%
*“Poor Quality”*
**Advertised Vs Actual Product**12%
*“Even on the cover it shows QR codes, however it is blank inside”*
**Paper Quality**12%
*“Quality of paper is not that good”*
**Leather Quality**8%
*“Maybe its not leather”*
**Thickness**8%
*“The only negative was the thickness of the pages”*
**Zipper Quality**4%
*“Very poor quality zip which completely broke within 5 weeks of purchase”*
**Stitch/Finish/Polish**3%
*“this is clearly false stitching as it is only glued together”*
**Adhesion/Stickiness**3%
*“the glue failed”*
**Storage Capacity**1%
*“Some subjects need much more space than others”*
### **Top return reasons **
**Size-Overall**59%
**Quality-Overall**5%
**Advertised Vs Actual Product**5%
**Weight Heavy**3%
**Color**3%
**Leather Quality**3%
**Compatibility-Overall**2%
**Defective Material/Parts**2%
**Functionality-Overall**2%
**Material Quality**1%
## **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.
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