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Pen Set

Fail

Shoppers spend only $39K a year here, so Pen Set is a Fail.

Flapen Score
41
41 / 100
Ranks 577 of 835 Stationery & Office Supplies niches · −6 vs the category median of 47
Market size
£39K/yr144K searches / yr
90-day growth
+0.0%search demand this quarter
Competition
50%top-5 click share · 24 brands · 183 sellers

Flapen Score

Pen Set against its category

The dotted line is the Stationery & Office Supplies average. Past it, Pen Set is stronger. Inside it, weaker.

41Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Pen Set market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Pen Set 144K times last year and spent an estimated £39K. The top 5 brands take 71% of clicks. Demand peaks in Nov–Dec. Flapen scores it 41 out of 100, a Fail.

01 · Demand

3.3% of searches ended in a purchase last week.

Shoppers searched for this 144K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.3% of those searches ended in a purchase. Searches in the last 90 days moved +0.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £39K a year.

Searches, last 12 months
144K
Growth, 90 days vs prior 90
+0.0%
Conversion, latest week
3.3%
Market size, estimated
£39Ka year
Peak month
December5.1× the quietest month
Top search term
pen set98K searches a year

02 · Price

A sale here is worth £8.18.

Listings sell for £8.18 on average, from £1.60 to £26.04. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 0 to 100 of them. At £8.18 that is £0 to £818 a year per listing.

Average price
£8.18under the $15 to $100 sweet spot
Price range
£1.60–£26.04
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
0–100
Revenue per listing a year
£0–£818
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

83% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 5.4% of listings are out of stock. The average listing ranks #99 within Pens, Pencils & Writing Supplies. It carries 4,659 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
83%
Prime listings
100%
Out of stock, average day
5.4%
Average rank
#99in Pens, Pencils & Writing Supplies
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,659per listing
Listings tracked
36

04 · Newcomers

Amazon counts 1 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 33 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
3
Successful launches
1Amazon's first-year sales bar
Average brand age
33 months

Products

Top Pen Set products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 50% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£3K£5K£6K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Pen Set search demand

Weekly searches over the year, seasonality beneath. Pick a range.

10K6KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26Prime Day '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 5.1×

Search terms

Top Pen Set search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • pen set98K/yr
  • pen sets25K/yr
  • pens set16K/yr
  • set of pens5K/yr

Reviews and returns

What reviews say buyers love and hate about Pen Set

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall12%+0.10

Poor Quality

Concern on Changed Quality

Mixed quality and some don't work well

Durability10%−0.06

Not durable

Broke within the first 5 minutes of using

dont last at all

Ink Leakage8%−0.05

Very thin and leaks ink

Leaking pens

begun leaking their ink profusely

Leak-Proof6%

They leak

leaks like hell

Leaked everywhere

Dry/Empty Ink5%−0.03

the ink was dry

All dried up

dried out in like a day

Love

Writing Experience17%+1.39

Smooth Writing

Writes well

Easy to write with

Value For Money15%+1.38

Great value

Excellent value

Great deal

Quality-Overall13%+0.10

Good quality pens

Excellent selection of quality kit

Amazing quality

Pen/Pencil Quality9%+0.60

Excellent pens

Good quality pens

Nice pens for the price

Color9%

Beautiful colours

The colors are vibrant

Beautiful Colors

Return

0.2% Return rate 26% Fixable by listing

Quality-Overall13%▇▇██▆▇

Poor Quality

Concern on Changed Quality

Mixed quality and some don't work well

Color12%▃▇▄▆██

Much too dark

There are too many pinks

didn't realise they are colored

Functionality-Overall11%▅█▇▆█▇

the bled so no clear defined lines could be drawn

Some of these don't work

black pen didnt work at all

Ink Refill7%▄▇▅▄█▄
Size-Overall6%█▂▇▇▂▃

FAQ

Common Pen Set questions

Answered from the same tracked data.