---
title: "charms — $1.5M/yr Amazon United States Niche, Score 60/100 - Flapen"
canonical_url: "https://flapen.com/research/us/arts-crafts-sewing/charms"
last_updated: "2026-07-20T17:06:43.242Z"
locale: en
meta:
description: "charms 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. Data updated Jul 2026."
"og:description": "charms 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. Data updated Jul 2026."
"og:title": "charms — $1.5M/yr Amazon United States Niche, Score 60/100 - Flapen"
---
# **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.
Market size 87Growth 23Conversion 15Competition 84Returns 81Price range 85Avg price 54Brand share 89Review moat 48Quality gap 35
**Brand share**
**Great****46%**
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**
**Great****31%**
top-5 click share — an open shelf
**Returns**
**Great****1.7%**
return rate — above 6% kills the launch gate
**Avg price**
**Good****$12.47**
avg listing price — sweet spot $15–$100
**Review moat**
**Okay****1,731.87**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-4.4%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.2%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**83**
**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.
500K300KPrime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/us/arts-crafts-sewing/charms/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.
0%3%$46K6%$91K9%$137K12%$183K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**200Pcs Charms for Jewelry Making Assorted Wholesale Mixed Bulk Metal Earring Bangle Charms for DIY Necklace Bracelet Jewelry Making and Crafting (Assorted Color)**Acejoz**$11.92**4.6★2,729 rev](https://www.amazon.com/dp/B097SFBSB4) [2**SANNIX 350Pcs Bracelet Charms Jewelry Making Charms Assorted Gold Plated Enamel Pendants for DIY Necklace Bracelet Earring Craft Supplies**SANNIX**$18.45**4.6★5,870 rev](https://www.amazon.com/dp/B08GP4VZ4M) [3**FIVEIZERO 100PCS Cute Slime Charms Kawaii Flatback Resin Charms**FIVEIZERO**$7.35**4.7★539 rev](https://www.amazon.com/dp/B0F5QJY53V) [4**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**$5.74**4.6★35,650 rev](https://www.amazon.com/dp/B073YKWN45) [5**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**$6.88**4.6★479 rev](https://www.amazon.com/dp/B0C4KR198T)
**~~View all top sellers →~~**
### **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**$10.25**43 rev1mo ago](https://www.amazon.com/dp/B0GR9NXP8C) [**RQAYE 80pcs DIY Cute charms for bracelets Resin Charms for DIY Keychain & Jewelry Making Mini Fruit Candy & Animal Style Charm for Crafts**RQAYE**$13.60**22 rev2mo ago](https://www.amazon.com/dp/B0GTHVGMHV) [**FindChic Gold Initial Bracelets for Women Waterproof Letter A Bracelet Adjustable Monogram Charm Bracelet Trendy Jewelry Dainty Gift for Women Friend**FindChic**$16.70**11 rev3mo ago](https://www.amazon.com/dp/B0GTLPH9HC) [**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**$8.94**66 rev3mo ago](https://www.amazon.com/dp/B0GJDQVRLW) [**KitschPopCharm Sets Interchangeable Charms For Hair Clips Hair Brushes | Durable Assorted Cute Charms | Compatible with KitschPop Hair Accessories - Vintage Ivory 6pcs**Kitsch**$13.15**60 rev4mo ago](https://www.amazon.com/dp/B0GN3K89KV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**RQAYE 80pcs DIY Cute charms for bracelets Resin Charms for DIY Keychain & Jewelry Making Mini Fruit Candy & Animal Style Charm for Crafts**RQAYE**$13.60**3.8★**▲ 243%**](https://www.amazon.com/dp/B0GTHVGMHV) [**FindChic Gold Initial Bracelets for Women Waterproof Letter A Bracelet Adjustable Monogram Charm Bracelet Trendy Jewelry Dainty Gift for Women Friend**FindChic**$16.70**4.3★**▲ 239%**](https://www.amazon.com/dp/B0GTLPH9HC) [**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**$10.25**4.4★**▲ 238%**](https://www.amazon.com/dp/B0GR9NXP8C) [**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**$8.94**4.5★**▲ 236%**](https://www.amazon.com/dp/B0GJDQVRLW) [**PANDORA Moments Heart Clasp Snake Chain Bracelet - Charm Bracelet for Women - Compatible Moments Charms - Gift for Her - Sterling Silver - With Gift Box - 7.1**PANDORA**$79.17**4.6★**▲ 232%**](https://www.amazon.com/dp/B0CCWVLBL9)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**28%
*“Great quality, nice dainty necklace”*
**Color**10%
*“Colors are amazing”*
**Value For Money**10%
*“fair price”*
**Advertised Vs Actual Product**6%
*“True to picture”*
**Size-Overall**6%
*“Fits great”*
**Design-Overall**5%
*“Very good design assortment”*
**Fun/Entertainment Experience**4%
*“fun to use”*
**Durability**3%
*“theyre holding up pretty well”*
**Ease Of Use**3%
*“Easy to use”*
**Gifting Purpose**2%
*“Great Gift”*
### **What buyers complain about **
**Size-Overall**22%
*“So small”*
**Quality-Overall**10%
*“Poor quality”*
**Durability**8%
*“Broke fast bad”*
**Advertised Vs Actual Product**7%
*“Not at all as pictured”*
**Color**5%
*“is not the colors”*
**Chain/Key Quality**4%
*“Chain is short”*
**Value For Money**3%
*“Not worth the money”*
**Precious Gemstone**3%
*“a diamond already fell out”*
**Adhesion/Stickiness**2%
*“It didnt include glue”*
**Material Quality**2%
*“cheap plastic products”*
### **Top return reasons **
**Size-Overall**46%
**Advertised Vs Actual Product**13%
**Quality-Overall**7%
**Value For Money**5%
**Color**5%
**Chain/Key Quality**4%
**Defective Material/Parts**3%
**Functionality-Overall**2%
**Shape/Style**1%
**Durability**1%
## **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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