Highlighters
MaybeReturns run at only 0.1% of orders. But prices span $1.65–$10.67, mostly outside the sweet spot, so Highlighters is a Maybe.
- Flapen Score
- 52 / 100Top 28% of 835 Stationery & Office Supplies niches · +5 vs the category median of 4752
- Market size
- £892K/yr2.0M searches / yr
- 90-day growth
- -0.7%search demand this quarter
- Competition
- 47%top-5 click share · 15 brands · 187 sellers
Flapen Score
Highlighters against its category
The dotted line is the Stationery & Office Supplies average. Past it, Highlighters is stronger. Inside it, weaker.
Market
The Highlighters market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Highlighters 2.0M times last year and spent an estimated £892K. The top 5 brands take 81% of clicks. Demand peaks in Aug–Sep. Flapen scores it 52 out of 100, a Maybe.
01 · Demand
10.0% of searches ended in a purchase last week.
Shoppers searched for this 2.0M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.0% of those searches ended in a purchase. Searches in the last 90 days moved -0.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £892K a year.
- Searches, last 12 months
- 2.0M
- Growth, 90 days vs prior 90
- -0.7%
- Conversion, latest week
- 10.0%
- Market size, estimated
- £892Ka year
- Peak month
- August2.4× the quietest month
- Top search term
- highlighters1.4M searches a year
02 · Price
A sale here is worth £4.56.
Listings sell for £4.56 on average, from £1.65 to £10.67. Amazon reports units sold in ranges. This niche sold 250K to 300K a year. The average listing sells 8,000 to 10,000 of them. At £4.56 that is £36K to £46K a year per listing.
- Average price
- £4.56under the $15 to $100 sweet spot
- Price range
- £1.65–£10.67
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 250K–300K
- Units per listing a year
- 8,000–10,000
- Revenue per listing a year
- £36K–£46K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
81% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #23 within Pens, Pencils & Writing Supplies. It carries 9,985 reviews at 4.55 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 81%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #23in Pens, Pencils & Writing Supplies
- Average rating
- 4.55 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 9,985per listing
- Listings tracked
- 27
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 44 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 44 months
Products
Top Highlighters 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
Amazon Basics Highlighters Set of 8 Smudge Proof Durable Chisel Tip Line Width 2-5 mm Pens for Adults and Kids Multicolour
- Price
- £3.48
- Rating
- 4.6/5
- Reviews
- 31,997
- Age
- 6y ago
BIC Highlighters Grip Pastel Colours - Highlighter Pens Multipack - Stationery Supplies Pack of 4
- Price
- £2.88
- Rating
- 4.6/5
- Reviews
- 23,761
- Age
- 7y ago
STABILO BOSS ORIGINAL - Highlighter
- Price
- £4.96
- Rating
- 4.6/5
- Reviews
- 4,234
- Age
- 19y ago
STABILO swing cool Pastel - Highlighter
- Price
- £4.26
- Rating
- 4.7/5
- Reviews
- 32,093
- Age
- 8y ago
STAEDTLER 364 WP4 Textsurfer Classic Highlighter - Assorted Colours (Pack of 4)
- Price
- £2.47
- Rating
- 4.7/5
- Reviews
- 4,057
- Age
- 19y ago
Trending
90-day click momentum
Ergobit JN69980 Ergo Bright Highlighter - Assorted (Pack of 4)
- Price
- £1.65
- Rating
- 4.6/5
- Reviews
- 31
- Age
- 13y ago
BIC Highlighter Grip Ribbed Rubber Grip for Extra Comfort Water-Based Ink Assorted Intense and Pastel Colours Pack of 12
- Price
- £5.73
- Rating
- 4.6/5
- Reviews
- 23,761
- Age
- 6y ago
STAEDTLER 364 WP6 Textsurfer Classic Highlighter - Assorted Colours (Wallet of 6)
- Price
- £5.37
- Rating
- 4.6/5
- Reviews
- 834
- Age
- 17y ago
STABILO BOSS ORIGINAL - Highlighter
- Price
- £4.96
- Rating
- 4.6/5
- Reviews
- 4,234
- Age
- 19y ago
Just stationery Double Ended Highlighter - Assorted Colours (Pack of 3) 4068
- Price
- £2.42
- Rating
- 4.3/5
- Reviews
- 382
- Age
- 14y ago
Newest
by launch date
Amazon Basics Pastel Highlighters Set No Bleed Bible Chisel Tip 10-Pack Assorted
- Price
- £4.62
- Rating
- 4.2/5
- Reviews
- 881
- Age
- 1y ago
Westcott highlighter markers 6-piece mix | Set of 6 highlighters in bright colours | 2-5 mm line width | Premium ink from Germany | E-744251 00
- Price
- £3.15
- Rating
- 4.5/5
- Reviews
- 192
- Age
- 1y ago
STAEDTLER 364 C4 Textsurfer Classic Highlighter - Assorted Colours (Card Pack of 4)
- Price
- £2.61
- Rating
- 4.7/5
- Reviews
- 355
- Age
- 2y ago
Westcott highlighter markers 4 pieces in green yellow orange pink | 4-pack highlighter markers in bright colours | 2-5 mm line width | premium ink from Germany | E-744249 00
- Price
- £2.47
- Rating
- 4.5/5
- Reviews
- 779
- Age
- 2y ago
VEYLIN Highlighters 12Pcs Pastel Highlighters Assorted Colours Highlighters Pens Aesthetic Cute Highlighter with Soft Chisel Tip for Bible Notes School Supplies 8.33 g (Pack of 12)
- Price
- £5.04
- Rating
- 4.3/5
- Reviews
- 116
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 47% of clicks. Leaders hold, but buyers still shop past them.
Brands
15 rising
Sellers
187
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
47%
Top 20: 93%
Open market
14%
- STABILO23%
- BIC20%
- Amazon Basics18%
- STAEDTLER16%
- Q-Connect5%
- Westcott5%
- Open — no brand owns it (9 brands, 14%)
Demand
Highlighters search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Aug, Sep · busiest ÷ quietest = 2.4×
Search terms
Top Highlighters search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- highlighters1.4M/yr
- highlighters pens252K/yr
- highlighter151K/yr
- highlighter pens58K/yr
- highlighter pen16K/yr
- highlights13K/yr
- high lighters13K/yr
- staedtler highlighters14K/yr
- markers & highlighters14K/yr
- highlighter set10K/yr
Reviews and returns
What reviews say buyers love and hate about Highlighters
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
I didnt want a colour
Some of the colours are a little off. one of the pink ones comes out brown
Is a little dark
Pens were dry and useless
Some of the highlighters arrived dry
seemed quite dry
The pink is dry
seemed quite dry
All the pens dried out in a few months
Broke
one was broken before I even opened it
Ink runs out within a few uses
Ran out of ink
Ink runs out within a few uses
the ink has run out already
Love
Bright vibrant colours
Lovely colours
Colours are lovely
Quality product, arrived on time
Good Quality
Good quality price ratio
Not expensive
Excellent Value
Best Value
Works as advertised
Exactly as advertised
As described
Bright pens
Good pens
Good markers
Return
0.1% Return rate 49% Fixable by listing
I didnt want a colour
Some of the colours are a little off. one of the pink ones comes out brown
Is a little dark
doesn't work
Pens don't work well
And now it doesn't work
quite a wet delivery on paper
highlighting can sometimes require finer lines on average quality paper
bled through thin pages despite the description
poor quality control
Not the best
Poor quality
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Highlighters questions
Answered from the same tracked data.