password book
Skip itPrices mostly outside the sweet spot ($4.26–$16.52) — this niche doesn't clear our bar today.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Brand share
Good63%top-5 brand share — brands hold most of the demand
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.5%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£143K£143K/yr · 456K searches
Review moat
Bad4,626.08avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.00avg listing price — sweet spot $15–$100
Growth
Bad-22.4%90-day search growth — must beat 0% to launch
Price range
Bad£4.26–£16.52cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, password book is a £143K/yr Amazon United Kingdom market (456K searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 44/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
password book market data
- Units sold / yr
- 20K–25K
- avg 500–750/product
- Revenue / yr
- £140K–£175K
- units × avg price
- Conversion rate
- 4.5%
- Avg BSR
- #155
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 72%
- Out of stock
- 17.9%
- Avg brand age
- 42 months
- Avg seller age
- 193 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
20
Top-5 brand share
63%
Top 20: 100%
Top-5 click share
48%
Top 20: 93%
Open market
31%
- AISBUGUR24%
- WEMATE13%
- Sixstore10%
- ZXHQ9%
- Busy B7%
- BLESWIN6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.4% search growth over the last 90 days.Peak months: Feb, Mar · busiest ÷ quietest = 5.3×
Top password book search terms
- password book265K/yr
- password book for seniors55K/yr
- password33K/yr
- password book alphabetical with tabs43K/yr
- password book small20K/yr
- password notebook12K/yr
- small password book7K/yr
- password books6K/yr
- passwords book5K/yr
- password book with lock5K/yr
Top password book 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
Password Book with Alphabetical Tabs for Seniors A-Z Adress Notebook
AISBUGUR£5.884.6★590 rev
ZXHQ Password Book with Colorful Alphabetical Tabs 8.4 x 5.8 Hardcover Password Keeper Organizer for Managing Internet Website Addresses and Logins - SeaGreen
ZXHQ£8.154.6★375 rev
Boxclever Press Password Book. Never Forget a Password Again! Easy to Use Internet Password Keeper with Alphabetical Tabs for All Your Login Details. Untitled Book Small 11 x 15.5cm
Boxclever Press£5.614.6★20,378 rev
Moosono Password Book Alphabetical with Tabs Address Books
Moosono£5.514.6★83 rev
WEMATE Password Book with Alphabetical Tabs Small 12 x 15cm - Navy Blue
WEMATE£7.344.7★1,817 rev
Newest
by launch date
Password Book with Alphabetical Tabs Spiral Hardcover Password Keeper Book for Seniors 5.8 X 8.2 Medium Size Password Notebook Individual & Colorful Tabs Green
RUKAR£6.7915 rev
Rileys & Co. Password Book 15.2 x 11.4 cm
Rileys & Co£6.57858 rev
Sixstore Password Book A-Z Tabbed Notebook for Internet Login Information Tab Pocket 15 x 11cm Size Journal Tracker Spiral Bound Elastic Closure Pink
Sixstore£5.3732 rev
Busy B Password Book - Turquoise Cover All your Internet Passwords in One Place - Store a Maximum of 186 Internet Login Details - Compact & Discreet Design with A-to-Z Index & Elastic Closure Band
Busy B£4.98396 rev
KAICN Password Keeper Book for Senior Password Book - 5.9 X 8.6 Internet Address and Password Logbook Password Notebook Organizer for Website Login Gifts for Home and Office - Black
KAICN£5.0737 rev
Trending
90-day click momentumBusy B Password Book - Turquoise Cover All your Internet Passwords in One Place - Store a Maximum of 186 Internet Login Details - Compact & Discreet Design with A-to-Z Index & Elastic Closure Band
Busy B£4.984.5★
Clever Fox Password Book with alphabetical tabs. Internet Address Organizer Logbook. Large Password Keeper for Website Logins (Royal Blue)
Clever Fox£16.524.6★
KAICN Password Keeper Book for Senior Password Book - 5.9 X 8.7 Internet Address and Password Logbook Password Notebook Organizer for Website Login Gifts for Home and Office - Pink
KAICN£5.374.7★
WEMATE Password Book with Alphabetical Tabs Small 12 x 15cm - Navy Blue
WEMATE£7.344.7★
HwxBen Password Book with Colourful Alphabetical Tabs Hardcover Internet Password Keeper for Organised Website Address Logins and Passwords Ideal for Home Office - Premium Grey
HwxBen£8.054.6★
What buyers say about password book
What buyers praise and complain about, mined from review topics.What buyers love
“Well made and nice book”
“Nice size”
“Easy to use”
“Great value”
“Great for keeping track of your passwords”
“The seller described the item perfectly”
“Looks good and is sturdy”
“A quality paper and clear lettering”
“Good construction”
“so much better for him to remember all important things in one place”
What buyers complain about
“Slightly larger than expected”
“just couldnt gel with its layout somehow”
“I had assumed that this was not actually printed on it because it does say untitled for security”
“Not as clear print as I expected and not much room to put passwords and information”
“After following the instructions”
“would expect better for the price”
“as there is not enough space to write in the book”
“lock doesn't work”
Top return reasons
Common questions
- Is password book profitable to sell on Amazon United Kingdom?
- The niche generates £143K/yr across 25 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -22.4%. Flapen's verdict: Skip it (44/100).
- How competitive is the password book niche?
- 14 brands and 20 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 63% of demand.
- What do buyers complain about in password book?
- Top complaints mined from reviews: Size-Overall, Design-Overall, Security. The return rate is 0.8%.
- When does demand for password book peak?
- Demand peaks in Feb–Mar; the busiest month runs 5.3× the quietest.
- What does it cost to enter the password book niche?
- Listings span £4.26–£16.52; the average listing price is £7.00 (sweet spot $15–$100). The average incumbent carries 4,626 reviews — the moat a new listing must climb.