highlighters
Worth a lookShows low returns (0.1%), but prices mostly outside the sweet spot ($1.65–$10.67) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.0%search→purchase rate — share of searches ending in a sale
Market size
Great£892K£892K/yr · 2.0M searches
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-0.7%90-day search growth — must beat 0% to launch
Review moat
Bad9,984.93avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£4.56avg listing price — sweet spot $15–$100
Price range
Bad£1.65–£10.67cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, highlighters is a £892K/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Aug–Sep. Verdict: Worth a look — 52/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
highlighters market data
- Units sold / yr
- 250K–300K
- avg 8,000–10,000/product
- Revenue / yr
- £1.1M–£1.4M
- units × avg price
- Conversion rate
- 10.0%
- Avg BSR
- #23
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 81%
- Out of stock
- 0.0%
- Avg brand age
- 44 months
- Avg seller age
- 162 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond 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 & seasonality
Weekly Amazon search volume, last 104 weeks — -0.7% search growth over the last 90 days.Peak months: Aug, Sep · busiest ÷ quietest = 2.4×
Top highlighters search terms
- 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
Top highlighters 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.
All 24 tracked products in this niche — three views at once, no toggling.
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
Amazon Basics£3.484.6★31,997 rev
BIC Highlighters Grip Pastel Colours - Highlighter Pens Multipack - Stationery Supplies Pack of 4
BIC£2.884.6★23,761 rev
STABILO BOSS ORIGINAL - Highlighter
STABILO£4.964.6★4,234 rev
STABILO swing cool Pastel - Highlighter
STABILO£4.264.7★32,093 rev
STAEDTLER 364 WP4 Textsurfer Classic Highlighter - Assorted Colours (Pack of 4)
STAEDTLER£2.474.7★4,057 rev
Newest
by launch date
Amazon Basics Pastel Highlighters Set No Bleed Bible Chisel Tip 10-Pack Assorted
Amazon Basics£4.62881 rev
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
Westcott£3.15192 rev
STAEDTLER 364 C4 Textsurfer Classic Highlighter - Assorted Colours (Card Pack of 4)
STAEDTLER£2.61355 rev
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
Westcott£2.47779 rev
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)
VEYLIN£5.04116 rev
Trending
90-day click momentum
Ergobit JN69980 Ergo Bright Highlighter - Assorted (Pack of 4)
Ergobit£1.654.6★
BIC Highlighter Grip Ribbed Rubber Grip for Extra Comfort Water-Based Ink Assorted Intense and Pastel Colours Pack of 12
BIC£5.734.6★
STAEDTLER 364 WP6 Textsurfer Classic Highlighter - Assorted Colours (Wallet of 6)
STAEDTLER£5.374.6★
STABILO BOSS ORIGINAL - Highlighter
STABILO£4.964.6★
Just stationery Double Ended Highlighter - Assorted Colours (Pack of 3) 4068
Just stationery£2.424.3★
What buyers say about highlighters
What buyers praise and complain about, mined from review topics.What buyers love
“Bright vibrant colours”
“Quality product, arrived on time”
“Not expensive”
“Works as advertised”
“Bright pens”
“gives you a beautiful glow”
“Does the job well”
“Durable and high quality”
“easy to use”
“these suit her fine”
What buyers complain about
“I didnt want a colour”
“Pens were dry and useless”
“The pink is dry”
“Broke”
“Ran out of ink”
“poor quality control”
“quite a wet delivery on paper”
“Was expecting the colours to be more vibrant”
“Not worth it”
“doesn't work”
Top return reasons
Common questions
- Is highlighters profitable to sell on Amazon United Kingdom?
- The niche generates £892K/yr across 27 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -0.7%. Flapen's verdict: Worth a look (52/100).
- How competitive is the highlighters niche?
- 15 brands and 187 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in highlighters?
- Top complaints mined from reviews: Color, Moist/Dry, Dry/Empty Ink. The return rate is 0.1%.
- When does demand for highlighters peak?
- Demand peaks in Aug–Sep; the busiest month runs 2.4× the quietest.
- What does it cost to enter the highlighters niche?
- Listings span £1.65–£10.67; the average listing price is £4.56 (sweet spot $15–$100). The average incumbent carries 9,985 reviews — the moat a new listing must climb.