---
title: "Mum Birthday Cards — £574K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/stationery-office-supplies/mum-birthday-cards"
last_updated: "2026-07-31T07:24:37.736Z"
locale: en
meta:
description: "Niche score 57/100 · £574K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 57/100 · £574K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Mum Birthday Cards — £574K/yr Amazon UK Niche (2026) - Flapen"
---
# **mum birthday cards**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 63Growth 26Conversion 92Competition 71Returns 99Price range 0Avg price 10Brand share 78Review moat 65Quality gap 23
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.3%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Great****57%**
top-5 brand share — no brand owns this niche
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****880.07**
avg 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**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Bad****£3.70**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.37–£7.32**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
30K20K seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/stationery-office-supplies/mum-birthday-cards/trend)
## **Top mum birthday cards search terms**
- **mum birthday card**678K/yr+2.1%7.9% conv. - **birthday card mum**189K/yr-2.9%8.4% conv. - **birthday card for mum**85K/yr-2.9%8.7% conv. - **happy birthday mum card**76K/yr-0.2%8.8% conv. - **birthday cards for mum**75K/yr-2.6%8.7% conv. - **happy birthday mum**54K/yr-3.5%4.8% conv. - **mom birthday card**36K/yr+5.2%5.4% conv. - **mother birthday card**34K/yr+0.6%7.9% conv. - **mum birthday cards**28K/yr-1.6%5.4% conv. - **mums birthday card**15K/yr+18.0%9.7% conv. [**All search terms **](https://flapen.com/research/uk/stationery-office-supplies/mum-birthday-cards/search-terms)
## **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.
0%4%£23K8%£46K12%£69K16%£92K1101001K10K 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**Piccadilly Greetings Traditional Birthday Card Mum - 10 x 7 inches**Piccadilly Greetings**£3.53**4.7★615 rev](https://www.amazon.co.uk/dp/B086WZSNWH) [2**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**£3.30**3.6★1,125 rev](https://www.amazon.co.uk/dp/B0CGVKTMMY) [3**Piccadilly Greetings Avant Garde Studios Classic Birthday Card Mum - Green 8 x 6 inches**Piccadilly Greetings**£2.57**4.6★9,761 rev](https://www.amazon.co.uk/dp/B0B9LCBTNK) [4**IC&G Birthday Card for Mum Floral Butterfly Design**IC&G, International Cards & Gifts**£3.70**4.7★208 rev](https://www.amazon.co.uk/dp/B0DSJQYNS7) [5**Mirelia Birthday Card for Mum Purple Watercolour Butterfly and Floral Design Sentimental Mother Birthday Wishes 20.5 x 13.5 cm with Envelope.**Mirelia**£4.21**4.6★39 rev](https://www.amazon.co.uk/dp/B0GXYPJDKR)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mirelia Birthday Card for Mum Purple Watercolour Butterfly and Floral Design Sentimental Mother Birthday Wishes 20.5 x 13.5 cm with Envelope.**Mirelia**£4.21**39 rev3mo ago](https://www.amazon.co.uk/dp/B0GXYPJDKR) [**Me To You Tatty Teddy Fabulous Mum Bear With Flowers Luxury Gold Foil Birthday Card 6 X 9 Inches - Official Collection**Me To You**£2.30**14 rev6mo ago](https://www.amazon.co.uk/dp/B0GKQ92VD7) [**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**£3.34**8 rev9mo ago](https://www.amazon.co.uk/dp/B0FYVZ9Q6S) [**TheGiffter Mum Birthday Card Happy Birthday Mummy Wooden Heart Plaque Gift with Envelope 150x150mm Card for Mother from Son Daughter Children Kids**TheGiffter**£5.24**39 rev9mo ago](https://www.amazon.co.uk/dp/B0FYPGW69M) [**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**£4.94**161 rev1y ago](https://www.amazon.co.uk/dp/B0FK4VQFB3)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mirelia Birthday Card for Mum Purple Watercolour Butterfly and Floral Design Sentimental Mother Birthday Wishes 20.5 x 13.5 cm with Envelope.**Mirelia**£4.21**4.6★**▲ 328%**](https://www.amazon.co.uk/dp/B0GXYPJDKR) [**Me To You Tatty Teddy Fabulous Mum Bear With Flowers Luxury Gold Foil Birthday Card 6 X 9 Inches - Official Collection**Me To You**£2.30**5.0★**▲ 319%**](https://www.amazon.co.uk/dp/B0GKQ92VD7) [**Butterfly Flower Birthday Cards for Women 3D Pop Up Happy Birthday Cards**Hierein**£5.86**4.6★**▲ 195%**](https://www.amazon.co.uk/dp/B0DQ4W8L9X) [**Piccadilly Greetings Avant Garde Studios Classic Birthday Card Mum - Green 8 x 6 inches**Piccadilly Greetings**£2.57**4.6★**▲ 185%**](https://www.amazon.co.uk/dp/B0B9LCBTNK) [**TheGiffter Mum Birthday Card Happy Birthday Mummy Wooden Heart Plaque Gift with Envelope 150x150mm Card for Mother from Son Daughter Children Kids**TheGiffter**£5.24**4.7★**▲ 86%**](https://www.amazon.co.uk/dp/B0FYPGW69M)
**~~View all trending →~~**
## **What buyers say about mum birthday cards**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**32%
*“pretty and good quality card”*
**Value For Money**18%
*“Good value”*
**Design-Overall**9%
*“The design is beautiful”*
**Advertised Vs Actual Product**7%
*“Exactly as shown in the photographs”*
**Color**6%
*“The colours were beautiful too”*
**Size-Overall**5%
*“Great size”*
**Paper Quality**4%
*“Good quality card with a lovely message”*
**3D Effect**3%
**Print Quality**2%
*“the print quality good”*
**Ease Of Use**2%
*“which makes it quite handy”*
### **What buyers complain about **
**Value For Money**16%
*“Not worth the price”*
**Quality-Overall**14%
*“Very poor quality”*
**Advertised Vs Actual Product**14%
*“Picture misleading”*
**Size-Overall**14%
*“small card,”*
**3D Effect**11%
*“Not 3d- its a flat card”*
**Print Quality**4%
*“Horrible Pixelated Print”*
**Writing Experience**3%
*“the writing I asked to be on it was never put on”*
**Adhesion/Stickiness**2%
*“envelope that doesn't stick down”*
**Image/Picture Clarity**2%
*“Image also poorly framed with part of it cropped off which does not match the first image on the site”*
**Color**2%
*“black inside”*
### **Top return reasons **
**Advertised Vs Actual Product**24%
**Quality-Overall**22%
**Size-Overall**13%
**3D Effect**7%
**Defective Material/Parts**4%
**Wrinkles**4%
**Flatness**4%
**Value For Money**3%
**Print Quality**3%
**Moist/Dry**2%
## **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.
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