---
title: "Highlighters — £892K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/stationery-office-supplies/highlighters"
last_updated: "2026-07-31T06:33:43.199Z"
locale: en
meta:
description: "Niche score 52/100 · £892K/yr market · 2.0M searches/yr. Prices mostly outside the sweet spot ($1.65–$10.67) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 52/100 · £892K/yr market · 2.0M searches/yr. Prices mostly outside the sweet spot ($1.65–$10.67) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Highlighters — £892K/yr Amazon UK Niche (2026) - Flapen"
---
# **highlighters**
**Worth a look**
Shows low returns (0.1%), but prices mostly outside the sweet spot ($1.65–$10.67) keeps it on the watch list.
Market size 76Growth 25Conversion 87Competition 63Returns 99Price range 0Avg price 13Brand share 39Review moat 22Quality gap 33
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****10.0%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£892K**
£892K/yr · 2.0M searches
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-0.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****9,984.93**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£4.56**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.65–£10.67**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
120K80KSpike '24Holiday '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Aug, Sep · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/stationery-office-supplies/highlighters/trend)
## **Top highlighters search terms**
- **highlighters**1.4M/yr+1.7%10.4% conv. - **highlighters pens**252K/yr-11.6%16.2% conv. - **highlighter**151K/yr+2.9%5.4% conv. - **highlighter pens**58K/yr-8.5%12.1% conv. - **highlighter pen**16K/yr-29.1%6.1% conv. - **highlights**13K/yr+5.9%1.0% conv. - **high lighters**13K/yr+17.4%10.5% conv. - **staedtler highlighters**14K/yr-15.9%5.4% conv. - **markers & highlighters**14K/yr+20.1%0.7% conv. - **highlighter set**10K/yr+3.8%5.7% conv. [**All search terms **](https://flapen.com/research/uk/stationery-office-supplies/highlighters/search-terms)
## **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.
0%4%£36K8%£71K12%£107K16%£143K101001K10K100K 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**Amazon Basics Highlighters Set of 8 Smudge Proof Durable Chisel Tip Line Width 2-5 mm Pens for Adults and Kids Multicolour**Amazon Basics**£3.48**4.6★31,997 rev](https://www.amazon.co.uk/dp/B07PDSH42S) [2**BIC Highlighters Grip Pastel Colours - Highlighter Pens Multipack - Stationery Supplies Pack of 4**BIC**£2.88**4.6★23,761 rev](https://www.amazon.co.uk/dp/B07NFFX7WJ) [3**STABILO BOSS ORIGINAL - Highlighter**STABILO**£4.96**4.6★4,234 rev](https://www.amazon.co.uk/dp/B0007OEDZ2) [4**STABILO swing cool Pastel - Highlighter**STABILO**£4.26**4.7★32,093 rev](https://www.amazon.co.uk/dp/B079TKZ788) [5**STAEDTLER 364 WP4 Textsurfer Classic Highlighter - Assorted Colours (Pack of 4)**STAEDTLER**£2.47**4.7★4,057 rev](https://www.amazon.co.uk/dp/B000KJML1M)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Amazon Basics Pastel Highlighters Set No Bleed Bible Chisel Tip 10-Pack Assorted**Amazon Basics**£4.62**881 rev1y ago](https://www.amazon.co.uk/dp/B0DMZG9WWM) [**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**£3.15**192 rev1y ago](https://www.amazon.co.uk/dp/B0DT4NXXR6) [**STAEDTLER 364 C4 Textsurfer Classic Highlighter - Assorted Colours (Card Pack of 4)**STAEDTLER**£2.61**355 rev2y ago](https://www.amazon.co.uk/dp/B0CP45Q4M5) [**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**£2.47**779 rev2y ago](https://www.amazon.co.uk/dp/B0CLY4V3NW) [**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**£5.04**116 rev3y ago](https://www.amazon.co.uk/dp/B0BWN5M8HZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Ergobit JN69980 Ergo Bright Highlighter - Assorted (Pack of 4)**Ergobit**£1.65**4.6★**▲ 202%**](https://www.amazon.co.uk/dp/B00AZLAUSQ) [**BIC Highlighter Grip Ribbed Rubber Grip for Extra Comfort Water-Based Ink Assorted Intense and Pastel Colours Pack of 12**BIC**£5.73**4.6★**▲ 167%**](https://www.amazon.co.uk/dp/B083MRWV1G) [**STAEDTLER 364 WP6 Textsurfer Classic Highlighter - Assorted Colours (Wallet of 6)**STAEDTLER**£5.37**4.6★**▲ 158%**](https://www.amazon.co.uk/dp/B001QJIXEO) [**STABILO BOSS ORIGINAL - Highlighter**STABILO**£4.96**4.6★**▲ 134%**](https://www.amazon.co.uk/dp/B0007OEDZ2) [**Just stationery Double Ended Highlighter - Assorted Colours (Pack of 3) 4068**Just stationery**£2.42**4.3★**▲ 119%**](https://www.amazon.co.uk/dp/B00880ENLQ)
**~~View all trending →~~**
## **What buyers say about highlighters**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**19%
*“Bright vibrant colours”*
**Quality-Overall**19%
*“Quality product, arrived on time”*
**Value For Money**18%
*“Not expensive”*
**Advertised Vs Actual Product**11%
*“Works as advertised”*
**Pen/Pencil Quality**4%
*“Bright pens”*
**Brightness/Shine/Glow**3%
*“gives you a beautiful glow”*
**Efficiency**2%
*“Does the job well”*
**Durability**2%
*“Durable and high quality”*
**Ease Of Use**2%
*“easy to use”*
**Size-Overall**1%
*“these suit her fine”*
### **What buyers complain about **
**Color**13%
*“I didnt want a colour”*
**Moist/Dry**12%
*“Pens were dry and useless”*
**Dry/Empty Ink**9%
*“The pink is dry”*
**Durability**9%
*“Broke”*
**Ink Leakage**6%
*“Ran out of ink”*
**Quality-Overall**6%
*“poor quality control”*
**Paper Quality**6%
*“quite a wet delivery on paper”*
**Display Colors**4%
*“Was expecting the colours to be more vibrant”*
**Value For Money**3%
*“Not worth it”*
**Functionality-Overall**3%
*“doesn't work”*
### **Top return reasons **
**Color**32%
**Functionality-Overall**11%
**Size-Overall**8%
**Paper Quality**7%
**Quality-Overall**6%
**Value For Money**5%
**Ink Refill**4%
**Nib/Tip Quality**3%
**Leak-Proof**3%
**Product Condition**3%
## **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.
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