---
title: "Color — $657K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/arts-crafts-sewing/color"
last_updated: "2026-08-09T12:37:53.901Z"
locale: en
meta:
description: "Niche score 43/100 · $657K/yr market · 1.8M searches/yr · $12.95 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $657K/yr market · 1.8M searches/yr · $12.95 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Color — $657K/yr Amazon US Niche (2026) - Flapen"
---
# **color**
**Skip it**
Soft demand (-14.3% this quarter) — this niche doesn't clear our bar today.
Market size 67Growth 18Conversion 35Competition 42Returns 96Price range 59Avg price 58Brand share 20Review moat 20Quality gap 18
**Returns**
**Incredible****0.8%**
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**
**Okay****60%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****92%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****12,792.86**
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**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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**
**5%**
- 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.
200K150KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Aug · busiest ÷ quietest = 7.3×
[**Open Trend **](https://flapen.com/research/us/arts-crafts-sewing/color/trend)
## **Top color search terms**
- **color**520K/yr-12.7%0.0% conv. - **colors**210K/yr-16.0%1.5% conv. - **colores**154K/yr-1.9%1.4% conv. - **twistable colored pencils**177K/yr+3.9%7.9% conv. - **coloring supplies**111K/yr-11.3%0.8% conv. - **crayons for adult coloring books**90K/yr-28.7%6.1% conv. - **crayola twistable colored pencils**86K/yr-0.7%8.8% conv. - **coloring stuff**64K/yr-17.1%0.3% conv. - **crayons 64 pack**48K/yr-7.0%6.3% conv. - **colores para colorear**56K/yr-38.0%1.6% conv. [**All search terms **](https://flapen.com/research/us/arts-crafts-sewing/color/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.
0%10%$66K20%$131K30%$197K40%$263K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1![Crayola Twistables Colored Pencil Set (50ct) Cool Back to School Supplies for Kids No Sharpen Colored Pencils for Girls & Boys 4+ [Amazon Exclusive]](https://m.media-amazon.com/images/I/51rGfVjC03L.jpg)**Crayola Twistables Colored Pencil Set (50ct) Cool Back to School Supplies for Kids No Sharpen Colored Pencils for Girls & Boys 4+ \[Amazon Exclusive\]**Crayola**$14.59**4.7★29,310 rev](https://www.amazon.com/dp/B07D4RN9NH) [2**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**$10.82**4.7★30,292 rev](https://www.amazon.com/dp/B01N09ZDEI) [3**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**$11.50**4.7★12,073 rev](https://www.amazon.com/dp/B0BHYGM2XG) [4**Crayola 24 Twistables Colored Pencils**Crayola**$14.70**4.7★1,664 rev](https://www.amazon.com/dp/B00CMM923A) [5**Crayola Twistables Crayons for Kids (24ct) Cute School Supplies for Toddlers Preschool Kindergarten Elementary Gifts for Boys & Girls Ages 3 4 5**Crayola**$7.49**4.6★8,265 rev](https://www.amazon.com/dp/B0033VHDK8)
**~~View all top sellers →~~**
### **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**$12.07**11 rev5mo ago](https://www.amazon.com/dp/B0GGTCJ547) [**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**$10.27**849 rev1y ago](https://www.amazon.com/dp/B0F23SDMVM) [**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**$7.39**942 rev1y ago](https://www.amazon.com/dp/B0D9YBG7QF) [**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**$8.39**2,257 rev2y ago](https://www.amazon.com/dp/B0CDLR2646) [**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**$12.20**4,514 rev3y ago](https://www.amazon.com/dp/B0C2YPJDFL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Crayola Clicks 2.0mm Mechanical Colored Pencil Set 12 Pastel Colors Cute School Supplies for Teachers 24 Replacement Cores Ages 6+**Crayola**$12.07**5.0★**▲ 470%**](https://www.amazon.com/dp/B0GGTCJ547) [**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**$10.27**4.6★**▲ 127%**](https://www.amazon.com/dp/B0F23SDMVM) [**Crayola Erasable Colored Pencils (24ct) Kids Coloring Pencils for Coloring Books Assorted Colors Arts & Crafts Supplies Gifts Ages 6 7 8**Crayola**$5.80**4.7★**▲ 54%**](https://www.amazon.com/dp/B000PCWKBA) [**Crayola 071662574086 Twistables Pencils Assorted Colors 12 Ea (Pack of 3)**Crayola**$14.81**4.8★**▲ 38%**](https://www.amazon.com/dp/B0033LWZDI) [**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**$7.39**4.5★**▲ 31%**](https://www.amazon.com/dp/B0D9YBG7QF)
**~~View all trending →~~**
## **What buyers say about color**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Color**40%
*“Amazing colors”*
**Quality-Overall**13%
*“Good quality and good container”*
**Value For Money**9%
*“good value”*
**Pen/Pencil Quality**5%
*“Great markers”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Soft Feel**3%
*“I love the smoothness”*
**Ease Of Use**3%
*“- easy for my toddler to hold”*
**Durability**3%
*“Durable and strong”*
**Fun/Entertainment Experience**2%
*“Fun to use”*
**Sharpness**2%
*“Easy sharpening”*
### **What buyers complain about **
**Color**31%
*“Dull color”*
**Quality-Overall**9%
*“Not worth the price for the overall quality”*
**Durability**8%
*“Falls apart easily”*
**Sharpness**6%
*“they arent very sharp”*
**Value For Money**2%
*“Thought this would be worth the price”*
**Product Condition**2%
*“seem to have been used”*
**Strength**2%
*“And breaks apart fairly quickly”*
**Display Colors**1%
*“disappointing the colors are so far off”*
**Nib/Tip Quality**1%
*“Some of the tips were broken off”*
**Ease Of Use**1%
*“tough to use”*
### **Top return reasons **
**Color**26%
**Value For Money**14%
**Advertised Vs Actual Product**8%
**Quality-Overall**7%
**Product Condition**6%
**Size-Overall**5%
**Display Colors**5%
**Defective Material/Parts**4%
**Functionality-Overall**4%
**Gifting Purpose**3%
## **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.
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