Is charms profitable to sell on Amazon United States?

The niche generates $1.5M/yr across 60 tracked products. 8 of 13 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Worth a look (60/100).

How competitive is the charms niche?

39 brands and 83 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 46% of demand.

What do buyers complain about in charms?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 1.7%.

When does demand for charms peak?

Demand peaks in May; the busiest month runs 1.8× the quietest.

What does it cost to enter the charms niche?

Listings span $5.74–$79.17; the average listing price is $12.47 (sweet spot $15–$100). The average incumbent carries 1,732 reviews — the moat a new listing must climb.

charms

Worth a look

Shows no brand lock-in (top 5 brands take 46% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Brand share

Great46%

top-5 brand share — no brand owns this niche

Market size

Great$1.5M

$1.5M/yr · 9.9M searches

Price range

Great$5.74–$79.17

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Great31%

top-5 click share — an open shelf

Returns

Great1.7%

return rate — above 6% kills the launch gate

Avg price

Good$12.47

avg listing price — sweet spot $15–$100

Review moat

Okay1,731.87

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-4.4%

90-day search growth — must beat 0% to launch

Conversion

Bad1.2%

search→purchase rate — share of searches ending in a sale

According to Flapen's Amazon United States niche tracking, charms is a $1.5M/yr Amazon United States market (9.9M searches/yr). The top 5 brands hold 46% of demand. Demand peaks in May. Verdict: Worth a look — 60/100.

Data updated Jul 6, 2026 · scored weekly · How we score niches

Market data

Units sold / yr: 125K–150K; avg 3,000–4,000/product
Revenue / yr: $1.6M–$1.9M; units × avg price
Launch success: 62%; 8 of 13 new (360d)
Conversion rate: 1.2%
Avg BSR: #156
Page quality: 0%
Prime: 100%
Sponsored: 95%
Out of stock: 2.3%
Avg brand age: 32 months
Avg seller age: 150 days

Competition

Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.

Brands

39 rising

Sellers

Top-5 brand share

46%

Top 20: 86%

Top-5 click share

31%

Top 20: 68%

Open market

50%

Acejoz14%
SANNIX9%
JIALEEY9%
FIVEIZERO8%
MGGFBLEY6%
PH PandaHall5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.4% search growth over the last 90 days.

Peak months: May · busiest ÷ quietest = 1.8×

Open Trend

Product shelf

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 60 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

200Pcs Charms for Jewelry Making Assorted Wholesale Mixed Bulk Metal Earring Bangle Charms for DIY Necklace Bracelet Jewelry Making and Crafting (Assorted Color)

Acejoz$11.924.6★2,729 rev

SANNIX 350Pcs Bracelet Charms Jewelry Making Charms Assorted Gold Plated Enamel Pendants for DIY Necklace Bracelet Earring Craft Supplies

SANNIX$18.454.6★5,870 rev

FIVEIZERO 100PCS Cute Slime Charms Kawaii Flatback Resin Charms

FIVEIZERO$7.354.7★539 rev

JIALEEY Wholesale Bulk Lots Jewelry Making Silver Charms Mixed Smooth Tibetan Silver Metal Charms Pendants DIY for Necklace Bracelet Jewelry Making and Crafting 100 PCS

JIALEEY$5.744.6★35,650 rev

YETOOME 100 Pcs Wholesale Bulk Lots Jewelry Making Charms Mixed Golden KC Gold Alloy Charms Pendants for Necklace Bracelet Jewelry Making and Crafting supplies

YETOOME$6.884.6★479 rev

Newest

by launch date

Sistenia 200PCS Charms for Jewelry Making Bulk Mixed Color Gold Metal Enamel Charms for Bracelets Keychain Making Cute Heart Pendants DIY Earring Necklaces Bag Fun Charm for Arts & Crafts Making Supplies

Sistenia$10.2543 rev

1mo ago

RQAYE 80pcs DIY Cute charms for bracelets Resin Charms for DIY Keychain & Jewelry Making Mini Fruit Candy & Animal Style Charm for Crafts

RQAYE$13.6022 rev

2mo ago

FindChic Gold Initial Bracelets for Women Waterproof Letter A Bracelet Adjustable Monogram Charm Bracelet Trendy Jewelry Dainty Gift for Women Friend

FindChic$16.7011 rev

3mo ago

Sistenia 480PCS Acrylic Beads for Bracelet Making Kit with String 6 Colors Assorted Cute Beads Bracelet Charms for Jewelry Making Kawaii Bow Star Flower Shape for DIY Keychain Bag Necklace Charms

Sistenia$8.9466 rev

3mo ago

KitschPopCharm Sets Interchangeable Charms For Hair Clips Hair Brushes | Durable Assorted Cute Charms | Compatible with KitschPop Hair Accessories - Vintage Ivory 6pcs

Kitsch$13.1560 rev

4mo ago

Reviews

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall28%

“Great quality, nice dainty necklace”

Color10%

“Colors are amazing”

Value For Money10%

“fair price”

Advertised Vs Actual Product6%

“True to picture”

Size-Overall6%

“Fits great”

Design-Overall5%

“Very good design assortment”

Fun/Entertainment Experience4%

“fun to use”

Durability3%

“theyre holding up pretty well”

Ease Of Use3%

“Easy to use”

Gifting Purpose2%

“Great Gift”

What buyers complain about

Size-Overall22%

“So small”

Quality-Overall10%

“Poor quality”

Durability8%

“Broke fast bad”

Advertised Vs Actual Product7%

“Not at all as pictured”

Color5%

“is not the colors”

Chain/Key Quality4%

“Chain is short”

Value For Money3%

“Not worth the money”

Precious Gemstone3%

“a diamond already fell out”

Adhesion/Stickiness2%

“It didnt include glue”

Material Quality2%

“cheap plastic products”

Top return reasons

Size-Overall46%

Advertised Vs Actual Product13%

Quality-Overall7%

Value For Money5%

Color5%

Chain/Key Quality4%

Defective Material/Parts3%

Functionality-Overall2%

Shape/Style1%

Durability1%

Common questions

Is charms profitable to sell on Amazon United States?: The niche generates $1.5M/yr across 60 tracked products. 8 of 13 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Worth a look (60/100).
How competitive is the charms niche?: 39 brands and 83 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 46% of demand.
What do buyers complain about in charms?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 1.7%.
When does demand for charms peak?: Demand peaks in May; the busiest month runs 1.8× the quietest.
What does it cost to enter the charms niche?: Listings span $5.74–$79.17; the average listing price is $12.47 (sweet spot $15–$100). The average incumbent carries 1,732 reviews — the moat a new listing must climb.

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charms

Market data

Competition

Demand & seasonality

Product shelf

Top sellers

Newest

Trending

Reviews

What buyers love

What buyers complain about

Top return reasons

Common questions

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