Is greeting cards profitable to sell on Amazon United Kingdom?

The niche generates £178K/yr across 41 tracked products. 2 of 9 products launched in the last 360 days are still selling. 90-day search growth is -25.4%. Flapen's verdict: Worth a look (50/100).

How competitive is the greeting cards niche?

21 brands and 28 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 68% of demand.

What do buyers complain about in greeting cards?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Adhesion/Stickiness. The return rate is 0.3%.

When does demand for greeting cards peak?

Demand peaks in Jan–Feb; the busiest month runs 2.4× the quietest.

What does it cost to enter the greeting cards niche?

Listings span £3.20–£13.36; the average listing price is £7.53 (sweet spot $15–$100). The average incumbent carries 1,107 reviews — the moat a new listing must climb.

greeting cards

Worth a look

Shows low returns (0.3%), but prices mostly outside the sweet spot ($3.20–$13.36) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Competition

Great39%

top-5 click share — an open shelf

Conversion

Good6.5%

search→purchase rate — share of searches ending in a sale

Brand share

Good68%

top-5 brand share — brands hold most of the demand

Review moat

Good1,107.41

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£178K

£178K/yr · 362K searches

Avg price

Bad£7.53

avg listing price — sweet spot $15–$100

Growth

Bad-25.4%

90-day search growth — must beat 0% to launch

Price range

Bad£3.20–£13.36

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, greeting cards is a £178K/yr Amazon United Kingdom market (362K searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 50/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

greeting cards market data

Units sold / yr: 20K–25K; avg 500–750/product
Revenue / yr: £151K–£188K; units × avg price
Conversion rate: 6.5%
Avg BSR: #2,006
Page quality: 0%
Prime: 95%
Sponsored: 85%
Out of stock: 8.9%
Avg brand age: 31 months
Avg seller age: 171 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

21 falling

Sellers

Top-5 brand share

68%

Top 20: 99%

Top-5 click share

39%

Top 20: 80%

Open market

28%

SWEETZER & ORANGE22%
the lazy panda card company19%
DEEPLAY14%
SOL7%
Piccadilly Greetings6%
feela5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -25.4% search growth over the last 90 days.

Peak months: Jan, Feb · busiest ÷ quietest = 2.4×

Open Trend

Top greeting cards search terms

birthday cards multipack137K/yr -30.2%6.8% conv.
birthday card pack29K/yr -10.3%5.9% conv.
pack of birthday cards30K/yr -28.4%5.7% conv.
greetings cards20K/yr -27.0%0.2% conv.
birthday cards pack13K/yr -20.0%5.5% conv.
greeting cards multipack13K/yr -17.7%1.1% conv.
multipack birthday cards11K/yr -11.3%5.0% conv.
pack of birthday cards mixed adults11K/yr -19.1%6.1% conv.
birthday card packs11K/yr -13.2%4.5% conv.
birthday card multipack11K/yr -21.4%5.6% conv.

All search terms

Top greeting cards 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.

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

30 Bright Watercolour Birthday Cards with Envelopes made from Recycled Paper 30 Different Designs (30 Watercolour Birthday Cards)

the lazy panda card company£7.394.6★722 rev

DEEPLAY 24 Holographic Birthday Card Assortment Foil Gold Blank Greeting Card Birthday Cards with Envelopes and Stickers Glossy Elegant Bulk Happy Birthday Notes (4.7 X 6.7)

DEEPLAY£5.954.5★3,477 rev

Piccadilly Greetings Box of assorted Birthday Cards Multipack | Birthday Cards pack of 20 | 5x7 inches | Includes 20 unique colourful designs with white envelopes suitable for all ages and genders.

Piccadilly Greetings£5.884.6★908 rev

S&O Box of Birthday Cards with Envelopes - Bulk 24 Unique Happy Day Notes - Colorful Birthday Decor Bulk for Office & Home - Assorted Party Cards with Envelopes - 4x5.5

SWEETZER & ORANGE£6.434.5★1,264 rev

SOL 20pk Birthday Cards for Women with Envelopes - Multipack 15x15cm

SOL£5.244.4★220 rev

Newest

by launch date

SIMPLY GIFTED Birthday Cards Multipack of 24 with Envelopes & Stickers 8 Unique Designs Gold Foil Finish Birthday Cards Premium Thick 10x15 cm Birthday Greeting Cards for Kids & Loved Ones

SIMPLY GIFTED£6.7418 rev

4mo ago

YianHien 24 Watercolour Birthday Cards Multipack for Kids & Adults

YianHien£8.9910 rev

8mo ago

YianHien Birthday Cards 30 Unique Animals Birthday Cards Multipack

YianHien£9.17126 rev

9mo ago

Sweetzer & Orange Funny Birthday Cards Bulk Set 24 Punny Cards (12 Designs 2 Each) with 24 Colorful Envelopes & Storage Box Funny Messages Cute Birthday Cards for Kids Adults Friends & Family

SWEETZER & ORANGE£5.74167 rev

1y ago

Macmillan Cancer Support Charity Birthday Cards Pack of 20 Luxury and Eco-Friendly Birthday Cards. Boxed Multipack of 10 Happy Birthday Designs. 127x127mm Card Size. (For Everyone)

Macmillan Cancer Support£10.07259 rev

1y ago

What buyers say about greeting cards

What buyers praise and complain about, mined from review topics.

What buyers love

Value For Money33%

“Great deal”

Quality-Overall31%

“Good Quality Cards”

Design-Overall8%

“Cute designs”

Color5%

“the colors are gorgeous”

Paper Quality3%

“Very good quality of the paper”

Size-Overall3%

“Good size”

Advertised Vs Actual Product2%

“As described and as advertised”

Print Quality1%

“print is quite good”

Ease Of Use1%

“Handy through”

Fun/Entertainment Experience1%

“Great fun cards well worth the money”

What buyers complain about

Size-Overall25%

“slightly larger than A6”

Quality-Overall18%

“Extremely poor quality”

Adhesion/Stickiness5%

“Not stick,as they have nothing”

Thickness3%

“The cards are thin”

Value For Money3%

“Not cheap”

Print Quality2%

“it has been printed wrongly”

Writing Experience2%

“Writing can smudge”

Flatness2%

“These cards arrived flat not folded without any envelopes”

Strength2%

“they are really flimsy that I would be embarrassed to give these to anyone”

Fun/Entertainment Experience2%

“not that funny”

Top return reasons

Size-Overall58%

Quality-Overall20%

Design-Overall5%

Advertised Vs Actual Product3%

Paper Quality2%

Eco Friendliness1%

Value For Money1%

Functionality-Overall1%

Brightness/Shine/Glow1%