mum birthday cards
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.3%search→purchase rate — share of searches ending in a sale
Brand share
Great57%top-5 brand share — no brand owns this niche
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Review moat
Good880.07avg incumbent reviews — the moat a new listing must climb
Market size
Good£574K£574K/yr · 1.4M searches
Growth
Okay+0.9%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£3.70avg listing price — sweet spot $15–$100
Price range
Bad£1.37–£7.32cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mum birthday cards is a £574K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 57% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
mum birthday cards market data
- Units sold / yr
- 125K–150K
- avg 2,000–2,500/product
- Revenue / yr
- £463K–£555K
- units × avg price
- Conversion rate
- 11.3%
- Avg BSR
- #933
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 76%
- Out of stock
- 1.3%
- Avg brand age
- 26 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
26 falling
Sellers
52
Top-5 brand share
57%
Top 20: 95%
Top-5 click share
43%
Top 20: 81%
Open market
37%
- Piccadilly Greetings24%
- Old English Company11%
- Me To You10%
- IC&G, International Cards & Gifts7%
- Mirelia6%
- Printperfect6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +0.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top mum birthday cards search terms
- mum birthday card678K/yr
- birthday card mum189K/yr
- birthday card for mum85K/yr
- happy birthday mum card76K/yr
- birthday cards for mum75K/yr
- happy birthday mum54K/yr
- mom birthday card36K/yr
- mother birthday card34K/yr
- mum birthday cards28K/yr
- mums birthday card15K/yr
Top mum birthday 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Piccadilly Greetings Traditional Birthday Card Mum - 10 x 7 inches
Piccadilly Greetings£3.534.7★615 rev
Old English Co. Lovely Mum Birthday Card for Her - Dark Flower Bunch and Butterfly Artwork Birthday Card for Mum from Children - Cute Mum Birthday Card (NOT 3D CARD)
Old English Company£3.303.6★1,125 rev
Piccadilly Greetings Avant Garde Studios Classic Birthday Card Mum - Green 8 x 6 inches
Piccadilly Greetings£2.574.6★9,761 rev
IC&G Birthday Card for Mum Floral Butterfly Design
IC&G, International Cards & Gifts£3.704.7★208 rev
Mirelia Birthday Card for Mum Purple Watercolour Butterfly and Floral Design Sentimental Mother Birthday Wishes 20.5 x 13.5 cm with Envelope.
Mirelia£4.214.6★39 rev
Newest
by launch dateMirelia Birthday Card for Mum Purple Watercolour Butterfly and Floral Design Sentimental Mother Birthday Wishes 20.5 x 13.5 cm with Envelope.
Mirelia£4.2139 rev
Me To You Tatty Teddy Fabulous Mum Bear With Flowers Luxury Gold Foil Birthday Card 6 X 9 Inches - Official Collection
Me To You£2.3014 rev
Virelle Funny Mum Birthday Card from Son or Daughter - Nursing Home Humor Birthday Card for Mum Am I Your Favorite Child? Sibling Rivalry Mothers Joke Banter Novelty Card Gift
Virelle£3.348 rev
TheGiffter Mum Birthday Card Happy Birthday Mummy Wooden Heart Plaque Gift with Envelope 150x150mm Card for Mother from Son Daughter Children Kids
TheGiffter£5.2439 rev
Cute Happy Birthday Mum Card Pop Up 3d Funny Special Personalised Gifts Cards for Mom/Mother/Mam from Son or Daughter (mum birthday cards)
Kaempe£4.94161 rev
Trending
90-day click momentumMirelia Birthday Card for Mum Purple Watercolour Butterfly and Floral Design Sentimental Mother Birthday Wishes 20.5 x 13.5 cm with Envelope.
Mirelia£4.214.6★
Me To You Tatty Teddy Fabulous Mum Bear With Flowers Luxury Gold Foil Birthday Card 6 X 9 Inches - Official Collection
Me To You£2.305.0★
Butterfly Flower Birthday Cards for Women 3D Pop Up Happy Birthday Cards
Hierein£5.864.6★
Piccadilly Greetings Avant Garde Studios Classic Birthday Card Mum - Green 8 x 6 inches
Piccadilly Greetings£2.574.6★
TheGiffter Mum Birthday Card Happy Birthday Mummy Wooden Heart Plaque Gift with Envelope 150x150mm Card for Mother from Son Daughter Children Kids
TheGiffter£5.244.7★
What buyers say about mum birthday cards
What buyers praise and complain about, mined from review topics.What buyers love
“pretty and good quality card”
“Good value”
“The design is beautiful”
“Exactly as shown in the photographs”
“The colours were beautiful too”
“Great size”
“Good quality card with a lovely message”
“the print quality good”
“which makes it quite handy”
What buyers complain about
“Not worth the price”
“Very poor quality”
“Picture misleading”
“small card,”
“Not 3d- its a flat card”
“Horrible Pixelated Print”
“the writing I asked to be on it was never put on”
“envelope that doesn't stick down”
“Image also poorly framed with part of it cropped off which does not match the first image on the site”
“black inside”
Top return reasons
Common questions
- Is mum birthday cards profitable to sell on Amazon United Kingdom?
- The niche generates £574K/yr across 41 tracked products. 2 of 8 products launched in the last 360 days are still selling. 90-day search growth is +0.9%. Flapen's verdict: Worth a look (57/100).
- How competitive is the mum birthday cards niche?
- 26 brands and 52 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 57% of demand.
- What do buyers complain about in mum birthday cards?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Advertised Vs Actual Product. The return rate is 0.1%.
- When does demand for mum birthday cards peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the mum birthday cards niche?
- Listings span £1.37–£7.32; the average listing price is £3.70 (sweet spot $15–$100). The average incumbent carries 880 reviews — the moat a new listing must climb.