Is washi tape profitable to sell on Amazon United States?

The niche generates $1.6M/yr across 65 tracked products. 14 of 18 products launched in the last 360 days are still selling. 90-day search growth is -17.6%. Flapen's verdict: Worth a look (59/100).

How competitive is the washi tape niche?

33 brands and 53 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 53% of demand.

What do buyers complain about in washi tape?

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

When does demand for washi tape peak?

Demand peaks in Jan; the busiest month runs 1.8× the quietest.

What does it cost to enter the washi tape niche?

Listings span $3.94–$14.76; the average listing price is $9.34 (sweet spot $15–$100). The average incumbent carries 1,177 reviews — the moat a new listing must climb.

washi tape

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Market size

Great$1.6M

$1.6M/yr · 4.9M searches

Competition

Great30%

top-5 click share — an open shelf

Brand share

Great53%

top-5 brand share — no brand owns this niche

Review moat

Good1,177.25

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay3.4%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Avg price

Okay$9.34

avg listing price — sweet spot $15–$100

Growth

Bad-17.6%

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

Price range

Bad$3.94–$14.76

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

Signals No Dominant Brand

According to Flapen's Amazon United States niche tracking, washi tape is a $1.6M/yr Amazon United States market (4.9M searches/yr). The top 5 brands hold 53% of demand. Demand peaks in Jan. Verdict: Worth a look — 59/100.

Data updated Jul 8, 2026 · scored weekly · How we score niches

washi tape market data

Units sold / yr: 200K–250K; avg 2,500–3,000/product
Revenue / yr: $1.9M–$2.3M; units × avg price
Conversion rate: 3.4%
Avg BSR: #121
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 0.5%
Avg brand age: 39 months
Avg seller age: 154 days

Competition & brand share

Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.

Brands

33 falling

Sellers

Top-5 brand share

53%

Top 20: 91%

Top-5 click share

30%

Top 20: 64%

Open market

42%

Mr. Pen18%
WAPETASHI11%
emmoolife9%
PAGEMORE8%
Mooker7%
YUBX6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -17.6% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 1.8×

Open Trend

Top washi tape search terms

washi tape3.7M/yr -19.0%3.1% conv.
washi tape set386K/yr -24.6%2.7% conv.
washi115K/yr +16.8%0.4% conv.
decorative tape112K/yr -3.2%1.8% conv.
craft tape82K/yr -9.2%2.4% conv.
washi tape bulk53K/yr +3.8%3.5% conv.
cute washi tape64K/yr -23.2%1.0% conv.
floral washi tape40K/yr -9.8%2.1% conv.
wide washi tape41K/yr -1.7%0.6% conv.
thin washi tape51K/yr -22.8%0.5% conv.

All search terms

Top washi tape 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

Mr. Pen- Washi Tape Set 21 Rolls Assorted Sizes Floral

Mr. Pen$6.844.7★4,968 rev

Washi Tape Set 30 Rolls Decorative Tape Colored Tape Scrapbook Tape Craft Tape for Scrapbook Supplies Journaling Washy Tape Washy

WAPETASHI$6.984.4★620 rev

Mooker 55 Rolls Holiday Washi Tape Set - Decorative Tape Seasonal Bohemian Colored Tape Cute Washi Tapes for Journaling Supplies Scrapbooking Supplies kit Summer Scrapbook Supplies

Mooker$13.944.7★328 rev

YUBBAEX Flowers Washi Tape Pack 50 Rolls Floral Printed Masking Tape Plants Decorative for Arts DIY Crafts Journal Supplies Planners Scrapbook Card/Gift Wrapping

YUBBAEX$9.834.6★370 rev

Phinus Washi Tape Set 16 Pack Decorative Tape Multicolor 15mm x 5m Reusable Ideal for Gift Wrapping Journaling Crafting Decoration

Phinus$5.394.5★234 rev

Newest

by launch date

AAPOZZ 66 Rolls Gold Foil Washi Tape Set - Decorative Washi Stickers Colored Tape Cute Washi Tapes for Journaling Supplies Scrapbooking Supplies kit Junk Journal Craft Supplies

AAPOZZ$10.6593 rev

6mo ago

YooNotee 12 Rolls Watercolor Floral Washi Tape Set 15 mm Vintage Flower Decorative Masking Tape for Summer School Arts DIY Craft Scrapbook Journal Supplies Gifts(Dusty Blue Rose and Hydrangea)

YooNotee$10.69173 rev

8mo ago

Mr. Pen- Glitter Washi Tape Set 24 Rolls 6mm/10mm

Mr. Pen$5.5856 rev

9mo ago

PAGEMORE 32 Rolls Colorful Cute Floral Writable Washi Tape Set Decorative Tapes for Scrapbooking and Journaling Junk Journal Supplies Bullet Journaling for Women Girl 5-30mm Wide 9.84ft Long/Roll

PAGEMORE$10.19508 rev

1y ago

Gold Foil Washi Tape Set 23 Rolls Tarot Washi Stickers Vintage Decorative Tapes for Journaling Supplies Scrapbooking DIY Crafts Junk Journal Craft Supplies(Celestial Symbols/ Starry/ Magic)

Geesinimo$9.51443 rev

1y ago

What buyers say about washi tape

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

What buyers love

Adhesion/Stickiness20%

“good adhesive”

Color18%

“Beautiful color”

Quality-Overall12%

“Great variety of products”

Ease Of Use9%

“easy to work with”

Value For Money8%

“Great Value”

Design-Overall6%

“Cute designs”

Advertised Vs Actual Product4%

“As Advertised”

Size-Overall2%

“I love the different sizes”

Shape/Style1%

“style are just what I wanted”

Durability1%

“so far it has held up”

What buyers complain about

Adhesion/Stickiness36%

“Adhesive is awful”

Durability6%

“Break Easily”

Quality-Overall5%

“Bad quality”

Size-Overall5%

“Smaller than expected”

Thickness4%

“because the thin width ones are very thin”

Color4%

“Color dull”

Value For Money3%

“Not even worth the low price”

Functionality-Overall3%

“Does not work well”

Ease Of Use3%

“Hard to write on”

Tear Resistance2%

“Break Easily”

Top return reasons

Adhesion/Stickiness38%

Size-Overall15%

Advertised Vs Actual Product8%

Color8%

Value For Money8%

Thin5%

Functionality-Overall5%

Defective Material/Parts3%

Quality-Overall3%

Design-Overall1%

Common questions

Is washi tape profitable to sell on Amazon United States?: The niche generates $1.6M/yr across 65 tracked products. 14 of 18 products launched in the last 360 days are still selling. 90-day search growth is -17.6%. Flapen's verdict: Worth a look (59/100).
How competitive is the washi tape niche?: 33 brands and 53 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 53% of demand.
What do buyers complain about in washi tape?: Top complaints mined from reviews: Adhesion/Stickiness, Durability, Quality-Overall. The return rate is 0.8%.
When does demand for washi tape peak?: Demand peaks in Jan; the busiest month runs 1.8× the quietest.
What does it cost to enter the washi tape niche?: Listings span $3.94–$14.76; the average listing price is $9.34 (sweet spot $15–$100). The average incumbent carries 1,177 reviews — the moat a new listing must climb.