How competitive is the Highlighters niche on Amazon United Kingdom?

15 brands and 187 sellers compete in Highlighters on Amazon United Kingdom. The top 5 Highlighters products take 47% of clicks and its top 5 brands hold 81% of demand.

What do buyers complain about in Highlighters?

Highlighters buyers on Amazon United Kingdom complain most about Color, Moist/Dry, Dry/Empty Ink, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Highlighters niche?

Highlighters sells for £4.56 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.65–£10.67. The average incumbent carries 9,985 reviews — the moat a new listing must climb.

Highlighters

Highlighters shows low returns (0.1%), but prices mostly outside the sweet spot ($1.65–$10.67) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Highlighters profitable on Amazon?

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.

Highlighters: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -0.7% over the last 90 days and 10.0% of searches end in a purchase.

£892K

revenue / yr

Units sold / yr300K

Search volume / yr-0.7%2.0M

Conversion rate10.0%

Avg price£4.56

Who owns the niche?

The top 5 brands hold 81% of demand, so 19% of the market is open.

19%

open market share

Brands · sellers15 · 187

Top-5 product click share47%

Open market19%

Avg brand age44 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 27 products

Top Highlighters products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

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: brands, sellers & click share

The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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%)

Highlighters demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume2.0MCVR10.0%Products27Brands15Top 5 Brands81%OOS Rate0.0%Rating4.5★Reviews9,985Avg BSR#23

Peak months: Aug, Sep · busiest ÷ quietest = 2.4×

Top Highlighters search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

highlighters1.4M/yr +1.7%10.4% conv.
highlighters pens252K/yr -11.6%16.2% conv.
highlighter151K/yr +2.9%5.4% conv.
highlighter pens58K/yr -8.5%12.1% conv.
highlighter pen16K/yr -29.1%6.1% conv.
highlights13K/yr +5.9%1.0% conv.
high lighters13K/yr +17.4%10.5% conv.
staedtler highlighters14K/yr -15.9%5.4% conv.
markers & highlighters14K/yr +20.1%0.7% conv.
highlighter set10K/yr +3.8%5.7% conv.

What reviews say buyers love and hate about Highlighters

What buyers mention most, as a share of all reviews.

What buyers love

82% of reviews

Color19%

“Bright vibrant colours”

Quality-Overall19%

“Quality product, arrived on time”

Value For Money18%

“Not expensive”

Advertised Vs Actual Product11%

“Works as advertised”

Pen/Pencil Quality4%

“Bright pens”

What buyers complain about

70% of reviews

Color13%

“I didnt want a colour”

Moist/Dry12%

“Pens were dry and useless”

Dry/Empty Ink9%

“The pink is dry”

Durability9%

“Broke”

Ink Leakage6%

“Ran out of ink”

Highlighters return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

49%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Color

32%

2Functionality-Overall

11%

3Size-Overall

4Paper Quality

5Quality-Overall

Common Highlighters questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Highlighters 52/100 on Amazon United Kingdom — Worth a look. The niche generates £892K/yr across 27 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -0.7% over the last 90 days.