Is charms profitable to sell on Amazon United States?

The niche generates $1.9M/yr across 69 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is +1.7%. Flapen's verdict: Launch it (63/100).

How competitive is the charms niche?

46 brands and 82 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 42% 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 $5.73–$79.40; the average listing price is $12.56 (sweet spot $15–$100). The average incumbent carries 1,813 reviews — the moat a new listing must climb.

charms

Launch it

A $1.9M/yr market growing +1.7% this quarter with returns at 1.7% — clears our launch bar.

Market size

Great$1.9M

$1.9M/yr · 9.8M searches

Brand share

Great42%

top-5 brand share — no brand owns this niche

Price range

Great$5.73–$79.40

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 5% kills the launch gate

Avg price

Good$12.56

avg listing price — sweet spot $15–$100

Review moat

Okay1,812.62

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+1.7%

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

Conversion

Bad1.5%

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

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, charms is a $1.9M/yr Amazon United States market (9.8M searches/yr). The top 5 brands hold 42% of demand. Demand peaks in May. Verdict: Launch it — 63/100.

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

charms market data

Units sold / yr: 125K–150K; avg 3,000–4,000/product
Revenue / yr: $1.6M–$1.9M; units × avg price
Conversion rate: 1.5%
Avg BSR: #312
Page quality: 0%
Prime: 100%
Sponsored: 94%
Out of stock: 2.6%
Avg brand age: 30 months
Avg seller age: 159 days

Competition & brand share

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

Brands

46 rising

Sellers

Top-5 brand share

42%

Top 20: 83%

Top-5 click share

31%

Top 20: 67%

Open market

52%

Acejoz11%
SANNIX11%
JIALEEY9%
PH PandaHall6%
FIVEIZERO6%
Sistenia5%

Demand & seasonality

Weekly Amazon search volume, last 109 weeks — +1.7% search growth over the last 90 days.

Peak months: May · busiest ÷ quietest = 1.8×

Open Trend

Top charms search terms

charms2.8M/yr -0.5%0.7% conv.
charms for jewelry making1.6M/yr +10.5%0.9% conv.
bracelet charms865K/yr -2.9%0.9% conv.
charms for bracelets886K/yr -4.5%0.6% conv.
charm489K/yr -24.5%0.1% conv.
necklace charms264K/yr +55.1%0.3% conv.
resin charms365K/yr -16.3%0.8% conv.
gold charms330K/yr +5.5%0.5% conv.
slime charms310K/yr -9.7%1.8% conv.
jewelry charms260K/yr +14.8%0.6% conv.

All search terms

Top charms 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.

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

All 24 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★2,809 rev

SANNIX 350Pcs Bracelet Charms Jewelry Making Charms Assorted Gold Plated

SANNIX$18.544.6★5,936 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$5.734.6★35,684 rev

PH PandaHall 120pcs Shell Charms 6 Styles Spiral Seashells Craft Charms Cowrie Sea Shells Pendant Natural Shell Charm Conch Shells with Loop Bail for Halloween Earrings Summer Beach Jewelry Making

PH PandaHall$10.194.6★219 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$6.874.6★517 rev

Newest

by launch date

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

Sistenia$10.6379 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$14.0242 rev

2mo ago

Sistenia 480PCS Assorted Acrylic Beads for Bracelet Making Kit with String

Sistenia$9.0996 rev

3mo ago

OPMADM 9000 Pcs 3D Nail Charms and Gems Bulk Y2k Cute Charms for Nails Design Kit 110 Styles Colorful Rhinestones Bows Butterfly Flower Star Beads Pearls Bubble

OPMADM$7.69161 rev

5mo ago

FIVEIZERO 216PCS Bracelet Charms for Jewelry Making Assorted Gold & Silver Metal Enamel Pendants with Jump Rings for Necklaces Earrings & DIY Jewelry Crafts(Mixed Color)

FIVEIZERO$7.19172 rev

11mo ago

What buyers say about charms

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

What buyers love

Quality-Overall28%

“Adorable and good quality”

Value For Money10%

“Amazing value”

Color9%

“Colors are amazing”

Advertised Vs Actual Product7%

“As described”

Size-Overall5%

“Fits great”

Ease Of Use5%

“Easy to use”

Fun/Entertainment Experience4%

“Adorable and fun variety”

Design-Overall4%

“Very good design assortment”

Durability3%

“theyre holding up pretty well”

Embellishment/Embroidery Quality2%

“What a great mix of adorable embellishments”

What buyers complain about

Size-Overall25%

“way too big”

Quality-Overall11%

“Horrible quality”

Durability8%

“Diamond fell out”

Advertised Vs Actual Product8%

“FALSE ADVERTISING”

Value For Money4%

“Not worth the money”

Color4%

“is not the colors”

Chain/Key Quality3%

“Cheap chain”

Ease Of Use2%

“not a lot of uses”

Material Quality2%

“cheap plastic products”

Precious Gemstone2%

“a diamond already fell out”

Top return reasons

Size-Overall47%

Advertised Vs Actual Product13%

Quality-Overall7%

Value For Money5%

Color5%

Defective Material/Parts4%

Functionality-Overall3%