Is color profitable to sell on Amazon United States?

The niche generates $657K/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.3%. Flapen's verdict: Skip it (43/100).

How competitive is the color niche?

9 brands and 113 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in color?

Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.8%.

When does demand for color peak?

Demand peaks in Aug; the busiest month runs 7.3× the quietest.

What does it cost to enter the color niche?

Listings span $5.13–$29.21; the average listing price is $12.95 (sweet spot $15–$100). The average incumbent carries 12,793 reviews — the moat a new listing must climb.

color

Skip it

Soft demand (-14.3% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Market size

Good$657K

$657K/yr · 1.8M searches

Price range

Good$5.13–$29.21

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

Avg price

Good$12.95

avg listing price — sweet spot $15–$100

Competition

Okay60%

top-5 click share — leaders hold, buyers still browse

Conversion

Okay2.8%

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

Brand share

Bad92%

top-5 brand share — brand-locked demand

Review moat

Bad12,792.86

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-14.3%

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

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

According to Flapen's Amazon United States niche tracking, color is a $657K/yr Amazon United States market (1.8M searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Aug. Verdict: Skip it — 43/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

color market data

Units sold / yr: 60K–80K; avg 3,000–4,000/product
Revenue / yr: $777K–$1.0M; units × avg price
Conversion rate: 2.8%
Avg BSR: #36
Page quality: 0%
Prime: 100%
Sponsored: 71%
Out of stock: 0.0%
Avg brand age: 47 months
Avg seller age: 136 days

Competition & brand share

The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

113

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

60%

Top 20: 99%

Open market

Crayola62%
KALOUR13%
Soucolor12%
Yagol3%
Kird Barken3%
PRINA3%
Open — no brand owns it (3 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -14.3% search growth over the last 90 days.

Peak months: Aug · busiest ÷ quietest = 7.3×

Open Trend

Top color search terms

color520K/yr -12.7%0.0% conv.
colors210K/yr -16.0%1.5% conv.
colores154K/yr -1.9%1.4% conv.
twistable colored pencils177K/yr +3.9%7.9% conv.
coloring supplies111K/yr -11.3%0.8% conv.
crayons for adult coloring books90K/yr -28.7%6.1% conv.
crayola twistable colored pencils86K/yr -0.7%8.8% conv.
coloring stuff64K/yr -17.1%0.3% conv.
crayons 64 pack48K/yr -7.0%6.3% conv.
colores para colorear56K/yr -38.0%1.6% conv.

All search terms

Top color 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Crayola Twistables Colored Pencil Set (50ct) Cool Back to School Supplies for Kids No Sharpen Colored Pencils for Girls & Boys 4+ [Amazon Exclusive]

Crayola$14.594.7★29,310 rev

Soucolor 72-Color Colored Pencils for Adult Coloring Books Soft Core Back to School Supplies Smooth Coloring Pencils for Kids Sketching Drawing Blending Shading Arts & Crafts Supplies Gift

Soucolor$10.824.7★30,292 rev

KALOUR 72 Count Colored Pencils for Adult Coloring Books Soft Core Ideal for Drawing Blending Shading Color Pencils Set Gift for Adults Kids Beginners

KALOUR$11.504.7★12,073 rev

Crayola 24 Twistables Colored Pencils

Crayola$14.704.7★1,664 rev

Crayola Twistables Crayons for Kids (24ct) Cute School Supplies for Toddlers Preschool Kindergarten Elementary Gifts for Boys & Girls Ages 3 4 5

Crayola$7.494.6★8,265 rev

Newest

by launch date

Crayola Clicks 2.0mm Mechanical Colored Pencil Set 12 Pastel Colors Cute School Supplies for Teachers 24 Replacement Cores Ages 6+

Crayola$12.0711 rev

5mo ago

Kird Barken 80 Colored Pencils Set Oil-Based Soft Core for Adult Coloring Books Professional Color Pencils Art Gifts for Artists Beginners and Adults

Kird Barken$10.27849 rev

1y ago

V-Opitos 48 Pack Colored Pencils Set Pre-sharpened Coloring Pencils for Kids Beginners Colored Pencils for Adult Coloring Books Ideal Art Supplies for Sketching Coloring & Painting

V-Opitos$7.39942 rev

1y ago

Taotree 36 Colors Dual Tip Art Markers Pens for Adult Coloring Books Artist Fine & Brush Tip Coloring Marker Drawing Pens for Journaling Note Taking Lettering Calligraphy Craft Art Supplies Set

Taotree$8.392,257 rev

2y ago

Yagol Colored Pencils for Adult Coloring Books 72 Color Pencil Set Soft Core Color Pencils for Adult Coloring Book Coloring Pencils for Adults - Drawing Sketching Blending & Shading-Art Supplies.

Yagol$12.204,514 rev

3y ago

What buyers say about color

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

What buyers love

Color40%

“Amazing colors”

Quality-Overall13%

“Good quality and good container”

Value For Money9%

“good value”

Pen/Pencil Quality5%

“Great markers”

Advertised Vs Actual Product3%

“As advertised”

Soft Feel3%

“I love the smoothness”

Ease Of Use3%

“- easy for my toddler to hold”

Durability3%

“Durable and strong”

Fun/Entertainment Experience2%

“Fun to use”

Sharpness2%

“Easy sharpening”

What buyers complain about

Color31%

“Dull color”

Quality-Overall9%

“Not worth the price for the overall quality”

Durability8%

“Falls apart easily”

Sharpness6%

“they arent very sharp”

Value For Money2%

“Thought this would be worth the price”

Product Condition2%

“seem to have been used”

Strength2%

“And breaks apart fairly quickly”

Display Colors1%

“disappointing the colors are so far off”

Nib/Tip Quality1%

“Some of the tips were broken off”

Ease Of Use1%

“tough to use”

Top return reasons

Color26%

Value For Money14%

Advertised Vs Actual Product8%

Quality-Overall7%

Product Condition6%

Size-Overall5%

Display Colors5%

Defective Material/Parts4%

Functionality-Overall4%

Gifting Purpose3%

Common questions

Is color profitable to sell on Amazon United States?: The niche generates $657K/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -14.3%. Flapen's verdict: Skip it (43/100).
How competitive is the color niche?: 9 brands and 113 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in color?: Top complaints mined from reviews: Color, Quality-Overall, Durability. The return rate is 0.8%.
When does demand for color peak?: Demand peaks in Aug; the busiest month runs 7.3× the quietest.
What does it cost to enter the color niche?: Listings span $5.13–$29.21; the average listing price is $12.95 (sweet spot $15–$100). The average incumbent carries 12,793 reviews — the moat a new listing must climb.