sympathy cards
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Brand share
Great43%top-5 brand share — no brand owns this niche
Conversion
Great10.8%search→purchase rate — share of searches ending in a sale
Review moat
Great245.93avg incumbent reviews — the moat a new listing must climb
Competition
Great31%top-5 click share — an open shelf
Market size
Okay£243K£243K/yr · 708K searches
Growth
Bad-6.9%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£3.19avg listing price — sweet spot $15–$100
Price range
Bad£2.00–£6.46cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, sympathy cards is a £243K/yr Amazon United Kingdom market (708K searches/yr). The top 5 brands hold 43% of demand. Demand peaks in Jan. Verdict: Worth a look — 57/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
sympathy cards market data
- Units sold / yr
- 80K–100K
- avg 1,250–1,500/product
- Revenue / yr
- £255K–£319K
- units × avg price
- Conversion rate
- 10.8%
- Avg BSR
- #346
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 85%
- Out of stock
- 1.9%
- Avg brand age
- 34 months
- Avg seller age
- 172 days
Competition & brand share
Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.Brands
25 rising
Sellers
43
Top-5 brand share
43%
Top 20: 96%
Top-5 click share
31%
Top 20: 75%
Open market
52%
- Stuff414%
- Old English Company10%
- Special Thoughts8%
- the lazy panda card company5%
- Jonny Javelin5%
- Absolutely Yours5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.9% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.4×
Top sympathy cards search terms
- sympathy cards327K/yr
- sympathy card84K/yr
- condolences card73K/yr
- bereavement card44K/yr
- sorry for your loss card33K/yr
- sympathy cards thinking of you30K/yr
- with sympathy card19K/yr
- bereavement cards14K/yr
- bereavement cards for adults16K/yr
- condolence card14K/yr
Top sympathy cards 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
Sad Loss - Gold Foiled Deepest Sympathy Card - Thinking of You
Special Thoughts£2.914.6★743 rev
Sympathy Card Those We Love Mourning Bereavement
Stuff4£3.474.8★67 rev
Watercolour Sympathy Card for Women and Men Floral Countryside
Stuff4£3.424.8★55 rev
Jonny Javelin Sympathy Card to You and Your Family
Jonny Javelin£3.534.8★766 rev
UK Greetings | Sympathy Card | Delicate Design | With Envelope
UK Greetings£2.114.7★2,216 rev
Newest
by launch date
Sympathy Card. Meadow Design. Card with Envelope. 150x150mm supplied with Envelope. Eco-friendly. Made in Britain.
Absolutely Yours£2.8413 rev
Sympathy Card. Dandelion Design. Card with Envelope. 150x150mm supplied with Envelope. Eco-friendly. Made in Britain.
Absolutely Yours£2.849 rev
Sympathy Card Feather Birds Bereavement Condolence Remembrance SYM07
Cheeky Chops£3.327 rev
Sympathy Card for Friends and Family Pooh and Piglet Loss and Remembrance Gone from Sight Never from Your Heart Sorry for Your Loss Thinking of You Condolences Bereavement
Old English Company£2.725 rev
Elegant Sympathy Card Premium Condolence & Bereavement Card (17x12cm) with Envelope (Kraft Brown)
the lazy panda card company£2.729 rev
Trending
90-day click momentumSympathy Card for Friends and Family Pooh and Piglet Loss and Remembrance Gone from Sight Never from Your Heart Sorry for Your Loss Thinking of You Condolences Bereavement
Old English Company£2.724.8★
Sympathy Card Feather Birds Bereavement Condolence Remembrance SYM07
Cheeky Chops£3.324.6★
Elegant Sympathy Card Premium Condolence & Bereavement Card (17x12cm) with Envelope (Kraft Brown)
the lazy panda card company£2.724.3★
Sympathy Card. Meadow Design. Card with Envelope. 150x150mm supplied with Envelope. Eco-friendly. Made in Britain.
Absolutely Yours£2.844.9★
Sympathy Card. Dandelion Design. Card with Envelope. 150x150mm supplied with Envelope. Eco-friendly. Made in Britain.
Absolutely Yours£2.844.5★
What buyers say about sympathy cards
What buyers praise and complain about, mined from review topics.What buyers love
“Very good quality cards”
“Value for money”
“exactly what I needed”
“Elegant Design”
“Simple”
“Colourful card”
“Good quality printing on thick card with foiled words and highlights”
“The size is standard”
“The quality and look of this card was better than expected and with it being blank inside it gives the freedom to write your own personal message”
“card thickness”
What buyers complain about
“Cheap quality, flimsy”
“Envelope far too small”
“Image is flat”
“Rather expensive”
“Unable to peel off massive barcode stickers which leave ink and glue all over card, unusable”
“The card looks as shown and it is 15cm square as stated”
“unfortunately it had got very badly creased in transit, and looked crumpled, so I couldn't use it., which was such a shame”
“The card is thick”
“Also brown which is a bit depressing”
“Not presentable - looks too home made”
Top return reasons
Common questions
- Is sympathy cards profitable to sell on Amazon United Kingdom?
- The niche generates £243K/yr across 55 tracked products. 1 of 18 products launched in the last 360 days are still selling. 90-day search growth is -6.9%. Flapen's verdict: Worth a look (57/100).
- How competitive is the sympathy cards niche?
- 25 brands and 43 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 43% of demand.
- What do buyers complain about in sympathy cards?
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Flatness. The return rate is 0.1%.
- When does demand for sympathy cards peak?
- Demand peaks in Jan; the busiest month runs 1.4× the quietest.
- What does it cost to enter the sympathy cards niche?
- Listings span £2.00–£6.46; the average listing price is £3.19 (sweet spot $15–$100). The average incumbent carries 246 reviews — the moat a new listing must climb.