---
title: "Greeting Cards — £178K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/stationery-office-supplies/greeting-cards"
last_updated: "2026-07-31T10:31:02.974Z"
locale: en
meta:
description: "Niche score 50/100 · £178K/yr market · 362K searches/yr. Prices mostly outside the sweet spot ($3.20–$13.36) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £178K/yr market · 362K searches/yr. Prices mostly outside the sweet spot ($3.20–$13.36) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Greeting Cards — £178K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 36Growth 12Conversion 71Competition 76Returns 99Price range 0Avg price 21Brand share 62Review moat 60Quality gap 42
**Returns**
**Incredible****0.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Conversion**
**Good****6.5%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Good****68%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Good****1,107.41**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
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 ~~](https://flapen.com/research/methodology)
## **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**
**28**
**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.
13K8KSpike '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/stationery-office-supplies/greeting-cards/trend)
## **Top greeting cards search terms**
- **birthday cards multipack**137K/yr-30.2%6.8% conv. - **birthday card pack**29K/yr-10.3%5.9% conv. - **pack of birthday cards**30K/yr-28.4%5.7% conv. - **greetings cards**20K/yr-27.0%0.2% conv. - **birthday cards pack**13K/yr-20.0%5.5% conv. - **greeting cards multipack**13K/yr-17.7%1.1% conv. - **multipack birthday cards**11K/yr-11.3%5.0% conv. - **pack of birthday cards mixed adults**11K/yr-19.1%6.1% conv. - **birthday card packs**11K/yr-13.2%4.5% conv. - **birthday card multipack**11K/yr-21.4%5.6% conv. [**All search terms **](https://flapen.com/research/uk/stationery-office-supplies/greeting-cards/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.
0%4%£7K8%£14K12%£21K16%£28K101001K10K 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**30 Bright Watercolour Birthday Cards with Envelopes made from Recycled Paper 30 Different Designs (30 Watercolour Birthday Cards)**the lazy panda card company**£7.39**4.6★722 rev](https://www.amazon.co.uk/dp/B0CW9HJM47) [2**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**£5.95**4.5★3,477 rev](https://www.amazon.co.uk/dp/B088JTQ4V8) [3**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**£5.88**4.6★908 rev](https://www.amazon.co.uk/dp/B0BV7GCVBM) [4**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**£6.43**4.5★1,264 rev](https://www.amazon.co.uk/dp/B0DHWL8PTL) [5**SOL 20pk Birthday Cards for Women with Envelopes - Multipack 15x15cm**SOL**£5.24**4.4★220 rev](https://www.amazon.co.uk/dp/B0C58XV44K)
**~~View all top sellers →~~**
### **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**£6.74**18 rev4mo ago](https://www.amazon.co.uk/dp/B0GSZWQMS1) [**YianHien 24 Watercolour Birthday Cards Multipack for Kids & Adults**YianHien**£8.99**10 rev8mo ago](https://www.amazon.co.uk/dp/B0G3NX4CV4) [**YianHien Birthday Cards 30 Unique Animals Birthday Cards Multipack**YianHien**£9.17**126 rev9mo ago](https://www.amazon.co.uk/dp/B0FV8L1YHV) [**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**£5.74**167 rev1y ago](https://www.amazon.co.uk/dp/B0FH1FD48G) [**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**£10.07**259 rev1y ago](https://www.amazon.co.uk/dp/B0FFTRCWWS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£6.74**4.7★**▲ 396%**](https://www.amazon.co.uk/dp/B0GSZWQMS1) [**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**£10.07**4.5★**▲ 146%**](https://www.amazon.co.uk/dp/B0FFTRCWWS) [**SOL 20pk Birthday Cards for Women with Envelopes - Multipack 15x15cm**SOL**£5.24**4.4★**▲ 133%**](https://www.amazon.co.uk/dp/B0C58XV44K) [**YianHien 24 Watercolour Birthday Cards Multipack for Kids & Adults**YianHien**£8.99**5.0★**▲ 123%**](https://www.amazon.co.uk/dp/B0G3NX4CV4) [**SWEETZER & ORANGE Happy Birthday Cards with Envelopes & Assortment Box. Variety Set of 20 Assorted Birthday Cards with Envelopes Perfect Bulk Pack for Celebrations Special Occasions Friends**SWEETZER & ORANGE**£7.09**4.6★**▲ 65%**](https://www.amazon.co.uk/dp/B09FKRXLTJ)
**~~View all trending →~~**
## **What buyers say about greeting cards**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**33%
*“Great deal”*
**Quality-Overall**31%
*“Good Quality Cards”*
**Design-Overall**8%
*“Cute designs”*
**Color**5%
*“the colors are gorgeous”*
**Paper Quality**3%
*“Very good quality of the paper”*
**Size-Overall**3%
*“Good size”*
**Advertised Vs Actual Product**2%
*“As described and as advertised”*
**Print Quality**1%
*“print is quite good”*
**Ease Of Use**1%
*“Handy through”*
**Fun/Entertainment Experience**1%
*“Great fun cards well worth the money”*
### **What buyers complain about **
**Size-Overall**25%
*“slightly larger than A6”*
**Quality-Overall**18%
*“Extremely poor quality”*
**Adhesion/Stickiness**5%
*“Not stick,as they have nothing”*
**Thickness**3%
*“The cards are thin”*
**Value For Money**3%
*“Not cheap”*
**Print Quality**2%
*“it has been printed wrongly”*
**Writing Experience**2%
*“Writing can smudge”*
**Flatness**2%
*“These cards arrived flat not folded without any envelopes”*
**Strength**2%
*“they are really flimsy that I would be embarrassed to give these to anyone”*
**Fun/Entertainment Experience**2%
*“not that funny”*
### **Top return reasons **
**Size-Overall**58%
**Quality-Overall**20%
**Design-Overall**5%
**Advertised Vs Actual Product**3%
**Paper Quality**2%
**Eco Friendliness**1%
**Value For Money**1%
**Functionality-Overall**1%
**Brightness/Shine/Glow**1%
**Print Quality**1%
## **Common questions**
- **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.
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