coloring
Worth a lookShows a $6.4M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$6.4M$6.4M/yr · 14.4M searches
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Price range
Good$5.12–$28.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good$12.62avg listing price — sweet spot $15–$100
Brand share
Good74%top-5 brand share — brands hold most of the demand
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Review moat
Okay3,681.51avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-17.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, coloring is a $6.4M/yr Amazon United States market (14.4M searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Jan–Feb–Mar–May–Dec. Verdict: Worth a look — 56/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
coloring market data
- Units sold / yr
- 600K–800K
- avg 12,500–15,000/product
- Revenue / yr
- $7.6M–$10.1M
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #99
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 86%
- Out of stock
- 1.1%
- Avg brand age
- 41 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
19 rising
Sellers
33
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
46%
Top 20: 82%
Open market
23%
- ZICOTO46%
- Kalysky9%
- VYRANA9%
- apolyone5%
- Jekohor4%
- Crayola4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -17.3% search growth over the last 90 days.Peak months: Jan, Feb, Mar, May, Dec · busiest ÷ quietest = 18.6×
Top coloring search terms
- adult coloring book6.6M/yr
- coloring books2.4M/yr
- adult coloring book for women2.0M/yr
- adult coloring books1.2M/yr
- coloring524K/yr
- adult coloring220K/yr
- libros para colorear164K/yr
- spiral bound coloring book124K/yr
- adult coloring books for women156K/yr
- adult coloring book spiral bound140K/yr
Top coloring 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Beautiful Coloring Book Set of 2 for Adult Relaxation - Funny Coloring Books with Floral Designs for a lot of Laughs - The Perfect Stress-Relieving Gift for Women with Easy & Simple to Color Pages
ZICOTO$10.934.7★760 rev
Beautiful Coloring Book Set of 2 for Adult Relaxation - Funny Coloring Books with Floral Designs for a lot of Laughs - The Perfect Stress-Relieving Gift for Women & Best Friends
ZICOTO$10.464.7★1,361 rev
Kalysky Adult Coloring Books Set:3 Coloring Books for Adults Animal Flowers & Other Themes Designs.Coloring Books for Adults to Relax and Relieve Anxiety
Kalysky$15.454.6★3,234 rev
Womens Coloring Book 30 Pages Inspirational Quotes Coloring Books for Adults to Relax and Relieve Anxiety Gift for Mothers Day Birthdays Christmas Anniversaries
VYRANA$8.714.5★710 rev
Adult Coloring Book Set Spiral Bound Coloring Books for Adults Relaxation with 36 Colors Non-Toxic Markers Anxiety Relief Gifts with 30 Patterns Included Mandala Animal Flowers
Jekohor$18.094.6★1,034 rev
Newest
by launch date
Womens Coloring Book 30 Pages Flower Pattern Coloring Books for Adults to Relax and Relieve Anxiety Gift for Mothers Day Birthdays Christmas Anniversaries
VYRANA$8.42710 rev
Adult Coloring Book for Mindfulness & Anxiety Relief: Coloring Books for Adults Relaxation with Motivational Quotes Stress Relieving Nature Designs
SUNEE$7.63132 rev
Beautiful Coloring Book Set of 2 for Adult Relaxation - Funny Coloring Books with Floral Designs for a lot of Laughs - The Perfect Stress-Relieving Gift for Women
ZICOTO$7.51300 rev
Womens Coloring Book 30 Pages Inspirational Quotes Coloring Books for Adults to Relax and Relieve Anxiety Gift for Mothers Day Birthdays Christmas Anniversaries
VYRANA$8.71710 rev
Beautiful Adult Coloring Book Set of 2 for Relaxation - Sassy Motivational and Funny Color Books - The Perfect Stress-Relieving Gift for Women
ZICOTO$6.55467 rev
Trending
90-day click momentumWomens Coloring Book 30 Pages Flower Pattern Coloring Books for Adults to Relax and Relieve Anxiety Gift for Mothers Day Birthdays Christmas Anniversaries
VYRANA$8.424.5★
Womens Coloring Book 30 Pages Inspirational Quotes Coloring Books for Adults to Relax and Relieve Anxiety Gift for Mothers Day Birthdays Christmas Anniversaries
VYRANA$8.714.5★
Premium Mandala Coloring Book for Adults 50 Stress Relief Designs 180gsm Thick Bleed-Proof Paper Spiral Bound Lay-Flat Perforated Frameable Art Relaxation Gifts for Women Anxiety Relief
RYVE$16.384.7★
Adult Coloring Book for Mindfulness & Anxiety Relief: Coloring Books for Adults Relaxation with Motivational Quotes Stress Relieving Nature Designs
SUNEE$7.634.6★
Adult Coloring Book for Adults Relaxation Stress Relief Coloring Book with 24 Dual Tip Markers Relaxing Gifts for Women with 128 Patterns Include Animals Flowers Plant Birds Nature Style (4 Pack)
apolyone$23.544.6★
What buyers say about coloring
What buyers praise and complain about, mined from review topics.What buyers love
“Awesome color”
“Good quality set”
“Awesome fun”
“cheap price”
“Fun gift”
“Great craftsmanship”
“perfect size for presents”
“As described”
“They are easy to open”
“Great set of markers”
What buyers complain about
“colors dont match”
“size is not what I expected”
“its quality is dull”
“Break easily”
“disappointing the colors are so far off”
“some spelling issues”
“Absolutely not worth the price”
“they are not what they appear”
“The pages are thick”
“A bit chalky”
Top return reasons
Common questions
- Is coloring profitable to sell on Amazon United States?
- The niche generates $6.4M/yr across 35 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -17.3%. Flapen's verdict: Worth a look (56/100).
- How competitive is the coloring niche?
- 19 brands and 33 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in coloring?
- Top complaints mined from reviews: Color, Size-Overall, Quality-Overall. The return rate is 0.9%.
- When does demand for coloring peak?
- Demand peaks in Jan–Feb–Mar–May–Dec; the busiest month runs 18.6× the quietest.
- What does it cost to enter the coloring niche?
- Listings span $5.12–$28.15; the average listing price is $12.62 (sweet spot $15–$100). The average incumbent carries 3,682 reviews — the moat a new listing must climb.