---
title: "Password Book — £143K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/stationery-office-supplies/password-book"
last_updated: "2026-07-31T15:31:15.023Z"
locale: en
meta:
description: "Niche score 44/100 · £143K/yr market · 456K searches/yr · £7.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · £143K/yr market · 456K searches/yr · £7.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Password Book — £143K/yr Amazon UK Niche (2026) - Flapen"
---
# **password book**
**Skip it**
Prices mostly outside the sweet spot ($4.26–$16.52) — this niche doesn't clear our bar today.
Market size 31Growth 14Conversion 54Competition 62Returns 96Price range 12Avg price 19Brand share 70Review moat 25Quality gap 35
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Brand share**
**Good****63%**
top-5 brand share — brands hold most of the demand
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Good****4.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£143K**
£143K/yr · 456K searches
**Review moat**
**Bad****4,626.08**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.00**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-22.4%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****£4.26–£16.52**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
50K30KHoliday '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Mar · busiest ÷ quietest = 5.3×
[**Open Trend **](https://flapen.com/research/uk/stationery-office-supplies/password-book/trend)
## **Top password book search terms**
- **password book**265K/yr-24.5%3.3% conv. - **password book for seniors**55K/yr-24.6%2.0% conv. - **password**33K/yr-4.1%0.1% conv. - **password book alphabetical with tabs**43K/yr-18.8%2.9% conv. - **password book small**20K/yr-27.3%2.2% conv. - **password notebook**12K/yr-29.4%2.2% conv. - **small password book**7K/yr+1.9%2.3% conv. - **password books**6K/yr-34.9%2.0% conv. - **passwords book**5K/yr-27.0%3.8% conv. - **password book with lock**5K/yr-38.9%2.0% conv. [**All search terms **](https://flapen.com/research/uk/stationery-office-supplies/password-book/search-terms)
## **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.
0%10%£14K20%£29K30%£43K40%£57K101001K10K100K 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**Password Book with Alphabetical Tabs for Seniors A-Z Adress Notebook**AISBUGUR**£5.88**4.6★590 rev](https://www.amazon.co.uk/dp/B0BN421BJZ) [2**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**£8.15**4.6★375 rev](https://www.amazon.co.uk/dp/B0D6VH5SLH) [3**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**£5.61**4.6★20,378 rev](https://www.amazon.co.uk/dp/B0B5LSQMH3) [4**Moosono Password Book Alphabetical with Tabs Address Books**Moosono**£5.51**4.6★83 rev](https://www.amazon.co.uk/dp/B0DJP1QD31) [5**WEMATE Password Book with Alphabetical Tabs Small 12 x 15cm - Navy Blue**WEMATE**£7.34**4.7★1,817 rev](https://www.amazon.co.uk/dp/B0C61ZPDZH)
**~~View all top sellers →~~**
### **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**£6.79**15 rev8mo ago](https://www.amazon.co.uk/dp/B0FL6N3PDY) [**Rileys & Co. Password Book 15.2 x 11.4 cm**Rileys & Co**£6.57**858 rev1y ago](https://www.amazon.co.uk/dp/B0FGNTXNRW) [**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**£5.37**32 rev1y ago](https://www.amazon.co.uk/dp/B0F5W6H9BN) [**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**£4.98**396 rev1y ago](https://www.amazon.co.uk/dp/B0DW9GSFSZ) [**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**£5.07**37 rev1y ago](https://www.amazon.co.uk/dp/B0DT18JBNM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£4.98**4.5★**▲ 396%**](https://www.amazon.co.uk/dp/B0DW9GSFSZ) [**Clever Fox Password Book with alphabetical tabs. Internet Address Organizer Logbook. Large Password Keeper for Website Logins (Royal Blue)**Clever Fox**£16.52**4.6★**▲ 265%**](https://www.amazon.co.uk/dp/B08F5JLGRQ) [**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**£5.37**4.7★**▲ 143%**](https://www.amazon.co.uk/dp/B0DT18LF8F) [**WEMATE Password Book with Alphabetical Tabs Small 12 x 15cm - Navy Blue**WEMATE**£7.34**4.7★**▲ 95%**](https://www.amazon.co.uk/dp/B0C61ZPDZH) [**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**£8.05**4.6★**▲ 89%**](https://www.amazon.co.uk/dp/B0DHGDTQXL)
**~~View all trending →~~**
## **What buyers say about password book**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**18%
*“Well made and nice book”*
**Size-Overall**13%
*“Nice size”*
**Ease Of Use**11%
*“Easy to use”*
**Value For Money**10%
*“Great value”*
**Security**10%
*“Great for keeping track of your passwords”*
**Advertised Vs Actual Product**6%
*“The seller described the item perfectly”*
**Strength**5%
*“Looks good and is sturdy”*
**Paper Quality**4%
*“A quality paper and clear lettering”*
**Design-Overall**4%
*“Good construction”*
**Document Organizing/Classification**3%
*“so much better for him to remember all important things in one place”*
### **What buyers complain about **
**Size-Overall**33%
*“Slightly larger than expected”*
**Design-Overall**8%
*“just couldnt gel with its layout somehow”*
**Security**8%
*“I had assumed that this was not actually printed on it because it does say untitled for security”*
**Print Quality**8%
*“Not as clear print as I expected and not much room to put passwords and information”*
**Instructions/User Manual/Troubleshooting**8%
*“After following the instructions”*
**Value For Money**5%
*“would expect better for the price”*
**Writing Experience**4%
*“as there is not enough space to write in the book”*
**Locking Mechanism**3%
*“lock doesn't work”*
### **Top return reasons **
**Size-Overall**68%
**Locking Mechanism**4%
**Color**4%
**Quality-Overall**4%
**Weight Heavy**3%
**Strength**3%
**Writing Experience**2%
**Value For Money**1%
**Instructions/User Manual/Troubleshooting**1%
**Hard Feel**1%
## **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.
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