Pens
FailPrices span $1.78–$13.57, mostly outside the sweet spot, so Pens is a Fail.
- Flapen Score
- 48 / 100Top 45% of 835 Stationery & Office Supplies niches · +1 vs the category median of 4748
- Market size
- £2.4M/yr5.7M searches / yr
- 90-day growth
- -5.4%search demand this quarter
- Competition
- 64%top-5 click share · 10 brands · 222 sellers
Flapen Score
Pens against its category
The dotted line is the Stationery & Office Supplies average. Past it, Pens is stronger. Inside it, weaker.
Market
The Pens market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Pens 5.7M times last year and spent an estimated £2.4M. The top 5 brands take 88% of clicks. Flapen scores it 48 out of 100, a Fail.
01 · Demand
8.5% of searches ended in a purchase last week.
Shoppers searched for this 5.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 8.5% of those searches ended in a purchase. Searches in the last 90 days moved -5.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £2.4M a year.
- Searches, last 12 months
- 5.7M
- Growth, 90 days vs prior 90
- -5.4%
- Conversion, latest week
- 8.5%
- Market size, estimated
- £2.4Ma year
- Peak month
- December1.5× the quietest month
- Top search term
- pens2.5M searches a year
02 · Price
A sale here is worth £5.03.
Listings sell for £5.03 on average, from £1.78 to £13.57. Amazon reports units sold in ranges. This niche sold 500K to 600K a year. The average listing sells 20,000 to 25,000 of them. At £5.03 that is £101K to £126K a year per listing.
- Average price
- £5.03under the $15 to $100 sweet spot
- Price range
- £1.78–£13.57
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 500K–600K
- Units per listing a year
- 20,000–25,000
- Revenue per listing a year
- £101K–£126K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
94% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #5 within Pens, Pencils & Writing Supplies. It carries 7,528 reviews at 4.58 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 94%
- Prime listings
- 94%
- Out of stock, average day
- 0.0%
- Average rank
- #5in Pens, Pencils & Writing Supplies
- Average rating
- 4.58 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 7,528per listing
- Listings tracked
- 17
04 · Newcomers
Amazon counts 1 of last year's 1 launches as successful.
1 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 40 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 40 months
Products
Top Pens products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
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
- Price
- £2.05
- Rating
- 4.6/5
- Reviews
- 4,682
- Age
- 2y ago
BIC Cristal Original Smudge Free Ballpoint Pens Ideal for School Black Medium Point (1.0mm) Pack of 50
- Price
- £8.87
- Rating
- 4.7/5
- Reviews
- 37,088
- Age
- 19y ago
Paper Mate Flexgrip Ultra Retractable Ballpoint Pens | Medium Point (1.0mm) | Black | 5 Count
- Price
- £3.54
- Rating
- 4.6/5
- Reviews
- 14,203
- Age
- 8y ago
G4GADGET Premium Pack of 10 Black Biro Ballpoint Pens - Medium Tip for Fluent Smooth Writing - Professional Quality Pens for Home Office and School Use - Long-Lasting Ink and Ergonomic Design
- Price
- £3.36
- Rating
- 4.4/5
- Reviews
- 1,041
- Age
- 8y ago
Zebra Pen Z-GRIP Smooth Ballpoint Pens Black Ink 5pk - Pastel Barrel 1mm Medium Point Retractable Ink Pens with Clip - Smooth Writing Pens with Low Viscosity Ink Comfort Grip - 5 Pens Multipack
- Price
- £2.97
- Rating
- 4.6/5
- Reviews
- 587
- Age
- 2y ago
Trending
90-day click momentum
JIMMIDDA 8 Pack Gel Pens | Black Ink Quick-Drying No Smudge with Fidget
- Price
- £10.19
- Rating
- 4.7/5
- Reviews
- 1,143
- Age
- 11mo ago
Eziglide Ballpoint Pens Black Ink 100-Pack (1.0mm) Medium Point Nib Pens
- Price
- £13.57
- Rating
- 4.4/5
- Reviews
- 3,012
- Age
- 2y ago
Zebra Pen Z-Grip 8pk Assorted
- Price
- £2.06
- Rating
- 4.6/5
- Reviews
- 611
- Age
- 2y ago
Bic Cristal Soft Ballpoint Pens Smooth Easy-Glide Ink Medium 1.2mm Tip Comfortable Writing Black School & Office Supplies Pack of 10
- Price
- £3.33
- Rating
- 4.6/5
- Reviews
- 1,661
- Age
- 1y ago
BIC Cristal Original Smudge Free Ballpoint Pens Ideal for School Black Medium Point (1.0mm) Pack of 50
- Price
- £8.87
- Rating
- 4.7/5
- Reviews
- 37,088
- Age
- 19y ago
Newest
by launch dateJIMMIDDA 8 Pack Gel Pens | Black Ink Quick-Drying No Smudge with Fidget
- Price
- £10.19
- Rating
- 4.7/5
- Reviews
- 1,143
- Age
- 11mo ago
Bic Cristal Soft Ballpoint Pens Smooth Easy-Glide Ink Medium 1.2mm Tip Comfortable Writing Black School & Office Supplies Pack of 10
- Price
- £3.33
- Rating
- 4.6/5
- Reviews
- 1,661
- Age
- 1y ago
BIC Cristal Original Ballpoint Pens Medium Tip (1 mm) Black Box of 10
- Price
- £1.78
- Rating
- 4.7/5
- Reviews
- 1,649
- Age
- 1y ago
Zebra Pen Z-GRIP Smooth Ballpoint Pens Black Ink 5pk - Pastel Barrel 1mm Medium Point Retractable Ink Pens with Clip - Smooth Writing Pens with Low Viscosity Ink Comfort Grip - 5 Pens Multipack
- Price
- £2.97
- Rating
- 4.6/5
- Reviews
- 587
- Age
- 2y ago
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)
- Price
- £1.85
- Rating
- 4.7/5
- Reviews
- 413
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 64% of clicks. Leaders hold, but buyers still shop past them.
Brands
10 falling
Sellers
222
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
64%
Top 20: 100%
Open market
8%
- Zebra Pen41%
- BIC26%
- G4GADGET11%
- Paper Mate7%
- Stylostik4%
- UIXJODO4%
- Open — no brand owns it (4 brands, 8%)
Demand
Pens search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.5×
Search terms
Top Pens search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- pens2.5M/yr
- pen981K/yr
- black pens489K/yr
- pens black ink270K/yr
- zebra pens266K/yr
- biro pens158K/yr
- ballpoint pens171K/yr
- pens multipack70K/yr
- black pen94K/yr
- writing pens98K/yr
Reviews and returns
What reviews say buyers love and hate about Pens
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Mixed quality and some don't work well
Poor Quality
Concern on Changed Quality
Very thin and leaks ink
begun leaking their ink profusely
Leaking pens
Broke within the first 5 minutes of using
Not durable
dont last at all
Leaked everywhere
leaks like hell
They leak
soon after stop writing
Horrible to write with
they fail to keep up with writing
Love
Smooth Writing
Writes well
easy to write with
Great value
Amazing value
Low price
Good quality pens
Good quality birds
Amazing quality
Good quality pens for the price
Brilliant pens for the price
Excellent pens
As advertised
As described
Exactly as advertised
Return
0.1% Return rate 28% Fixable by listing
Mixed quality and some don't work well
Poor Quality
Concern on Changed Quality
soon after stop writing
Horrible to write with
they fail to keep up with writing
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Pens questions
Answered from the same tracked data.