pen set
Skip itA small market ($39K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Brand share
Good71%top-5 brand share — brands hold most of the demand
Price range
Okay£1.60–£26.04cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.3%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Okay+0.0%90-day search growth — must beat 0% to launch
Review moat
Bad4,658.61avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.18avg listing price — sweet spot $15–$100
Market size
Bad£39K£39K/yr · 144K searches
According to Flapen's Amazon United Kingdom niche tracking, pen set is a £39K/yr Amazon United Kingdom market (144K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 41/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
pen set market data
- Units sold / yr
- 5K–6K
- avg 0–100/product
- Revenue / yr
- £41K–£49K
- units × avg price
- Conversion rate
- 3.3%
- Avg BSR
- #99
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 5.4%
- Avg brand age
- 33 months
- Avg seller age
- 170 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
24 rising
Sellers
183
Top-5 brand share
71%
Top 20: 98%
Top-5 click share
50%
Top 20: 85%
Open market
25%
- Zebra Pen26%
- Paper Mate17%
- UIXJODO12%
- STAEDTLER11%
- BIC5%
- WEMATE4%
Demand & seasonality
Weekly Amazon search volume, last 101 weeks — +0.0% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 5.1×
Top pen set search terms
- pen set98K/yr
- pen sets25K/yr
- pens set16K/yr
- set of pens5K/yr
Top pen set 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
Paper Mate & Sharpie Pens Set | Stationery Supplies | Ballpoint PensHighlightersMechanical Pencils & Correction Tape | Perfect for School & Office | 26 Count
Paper Mate£8.174.7★3,544 rev
Zebra Pen Z-Grip 8pk Assorted
Zebra Pen£2.064.6★611 rev
Zebra Pen Z Grip Black Ballpoint Pens with Pocket Clip 8pk Retractable Black Ink Ballpoint Pens Reliable Black Biro Pens Multipack for Everyday Use Design New Pack Size 8pk
Zebra Pen£2.054.6★4,682 rev
STAEDTLER 4320 MC10 Stick Rainbow Ballpoint Pen - Assorted Colours (Pack of 10)
STAEDTLER£2.384.6★1,790 rev
Gel Pens 0.5mm Japanese Black Ink Fine Point Smooth Writing Pens High-End Series Retractable Pens for Journaling Note Taking Cute Office School Supplies Gifts for Women (5 Pcs Morandi)
UIXJODO£7.044.6★17,183 rev
Newest
by launch date
JIMMIDDA 8 Pack Gel Pens | Black Ink Quick-Drying No Smudge with Fidget
JIMMIDDA£10.191,143 rev
72 Dual Tip Colouring Pens Set Felt Tip Pens for adults & Fineliner Markers Brush Pens Set includes Colouring Books Stickers and Patterned Templates for Painting Writing Drawing and Sketching
SRYIIU£10.3829 rev
Robert Frederick William Morris Mixed Design Ballpoint Pens in Gift Box Set of 3 Pens
Robert Frederick£7.0245 rev
Parker IM Duo Pen Gift Set | Fountain Pen Ballpoint Pen & Pen Pouch | Black Lacquer Finish with Chrome Trims | Medium Tip | Blue Ink Refills | Perfect Graduation Gifts
PARKER£26.044,499 rev
AUAUY 3PCS Floral Ballpoint Pen Set Retractable Floral Art Ballpoints
AUAUY£5.7270 rev
Trending
90-day click momentum
H & B 72 Colors Dual Brush Markers with Fineliner Felt Tip Pens for Adults Kids Colouring pens with Case for Drawing Sketching Easter Christmas
H & B£17.094.3★
JIMMIDDA 8 Pack Gel Pens | Black Ink Quick-Drying No Smudge with Fidget
JIMMIDDA£10.194.7★
Zebra Pen Z Grip Black Ballpoint Pens with Pocket Clip 8pk Retractable Black Ink Ballpoint Pens Reliable Black Biro Pens Multipack for Everyday Use Design New Pack Size 8pk
Zebra Pen£2.054.6★
Zebra Pen Z-GRIP Soft Touch Black Ink Ballpoint Pens 3pk - 1.0mm Medium Point Retractable Pens with Clip Smooth Writing Pens with Comfort Grip - 3 Pens Multipack (Ombre Barrel)
Zebra Pen£1.854.7★
BIC 4 Colours Pens Multicolour Original - Retractable Ballpoint Pens - Pack of 3
BIC£3.934.7★
What buyers say about pen set
What buyers praise and complain about, mined from review topics.What buyers love
“Smooth Writing”
“Great value”
“Good quality pens”
“Excellent pens”
“Beautiful colours”
“Nice comfortable grip”
“Very Comfortable”
“As described”
“Easy to write with”
“Amazing and durable”
What buyers complain about
“Poor Quality”
“Not durable”
“Very thin and leaks ink”
“They leak”
“the ink was dry”
“Much too dark”
“the bled so no clear defined lines could be drawn”
“Scratchy nibs”
“Although it is slightly overpriced it feels expensive”
“they fail to keep up with writing”
Top return reasons
Common questions
- Is pen set profitable to sell on Amazon United Kingdom?
- The niche generates £39K/yr across 36 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +0.0%. Flapen's verdict: Skip it (41/100).
- How competitive is the pen set niche?
- 24 brands and 183 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in pen set?
- Top complaints mined from reviews: Quality-Overall, Durability, Ink Leakage. The return rate is 0.2%.
- When does demand for pen set peak?
- Demand peaks in Nov–Dec; the busiest month runs 5.1× the quietest.
- What does it cost to enter the pen set niche?
- Listings span £1.60–£26.04; the average listing price is £8.18 (sweet spot $15–$100). The average incumbent carries 4,659 reviews — the moat a new listing must climb.