---
title: "Passport Holder — $3.0M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/clothing-shoes-jewelry/passport-holder"
last_updated: "2026-08-11T19:23:43.500Z"
locale: en
meta:
description: "Niche score 57/100 · $3.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 57/100 · $3.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Passport Holder — $3.0M/yr Amazon US Niche (2026) - Flapen"
---
# **passport holder**
**Worth a look**
Shows a $3.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 96Growth 21Conversion 27Competition 86Returns 42Price range 74Avg price 70Brand share 95Review moat 24Quality gap 21
**Market size**
**Incredible****$3.0M**
$3.0M/yr · 10.0M searches
**Brand share**
**Incredible****40%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Price range**
**Good****$4.00–$45.61**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Good****$14.42**
avg listing price — sweet spot $15–$100
**Returns**
**Okay****3.6%**
return rate — above 5% kills the launch gate
**Conversion**
**Okay****2.1%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****6,350.17**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-7.1%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%")
According to Flapen's Amazon United States niche tracking, passport holder is a $3.0M/yr Amazon United States market (10.0M searches/yr). The top 5 brands hold 40% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 11, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **passport holder market data**
- **Units sold / yr**
- **200K–250K**
- avg 3,000–4,000/product
- **Revenue / yr**
- **$2.9M–$3.6M**
- units × avg price
- **Conversion rate**
- **2.1%**
- **Avg BSR**
- **#57**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **91%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **42 months**
- **Avg seller age**
- **165 days**
## **Competition & brand share**
Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.
**Brands**
**46 **▲rising
**Sellers**
**59**
**Top-5 brand share**
**40%**
Top 20: 80%
**Top-5 click share**
**29%**
Top 20: 64%
**Open market**
**55%**
- PASCACOO11% - Eoehro10% - Melsbrinna6% - Hero Travel Supply6% - Herain6% - TOURSUIT5%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -7.1% search growth over the last 90 days.
250K150KHoliday '24Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/us/clothing-shoes-jewelry/passport-holder/trend)
## **Top passport holder search terms**
- **passport holder for travel**3.5M/yr+0.1%1.8% conv. - **passport holder**2.0M/yr-14.6%1.5% conv. - **passport cover**744K/yr-11.7%1.1% conv. - **passport wallet**654K/yr-14.4%0.9% conv. - **passport holder for travel women**429K/yr-20.5%1.2% conv. - **passport holder for travel family**240K/yr+28.3%2.4% conv. - **travel wallet**330K/yr+6.7%0.7% conv. - **passport holder with airtag**254K/yr-10.8%1.0% conv. - **rfid passport holder for travel**246K/yr-5.1%1.6% conv. - **passport cover for women**174K/yr-6.2%1.0% conv. [**All search terms **](https://flapen.com/research/us/clothing-shoes-jewelry/passport-holder/search-terms)
## **Top passport holder 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%2%$61K4%$122K6%$183K8%$244K1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Eoehro Passport Holder for Travel Essentials Passport Wallet Cover Case for Travel Must Haves Accessories Passport Book Holders for Women and Men(black)**Eoehro**$9.58**4.8★11,647 rev](https://www.amazon.com/dp/B0D3G6KDWF) [2**Passport Holder Cover Wallet RFID Blocking Leather Card Case Travel Accessories for Women Men (Pink)**PASCACOO**$9.44**4.8★14,674 rev](https://www.amazon.com/dp/B07LG3TYJS) [3**HERO Neck Wallet - RFID Blocking Passport Holder Easy to Conceal Travel Pouch (Army Grey)**Hero Travel Supply**$24.74**4.7★11,825 rev](https://www.amazon.com/dp/B07RV1L1F1) [4**VENTURE 4TH Money Belt for Travel Slim Hidden Under-Clothes RFID Blocking Anti-Theft Passport Holder & Travel Wallet Pouch for Men & Women to Protect Cash Cards & Documents (Black)**VENTURE 4TH**$24.04**4.5★12,404 rev](https://www.amazon.com/dp/B00WBMQ89C) [5**TOURSUIT RFID Blocking Passport Holder for Women Men Leather Passport Travel Wallet with 3D Metal Badge Travel Document Holder Cover Accessories (Dark Blue)**TOURSUIT**$13.59**4.8★3,218 rev](https://www.amazon.com/dp/B0B8X9KSHD)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Travelon RFID Blocking Passport Zip Wallet**Travelon**$23.79**1,179 rev7mo ago](https://www.amazon.com/dp/B0G5BDP383) [**Beautiful Passport Holder And Travel Wallet with Wristlet Strap - All-in-One Organizer for Women with Card Slots and Tassel Keychain - Perfect RFID Blocking Case to Keep Your Documents Safe**ZICOTO**$13.07**189 rev9mo ago](https://www.amazon.com/dp/B0FVNQP2BL) [**Herain Passport Holder for Travel Essentials 2 Pcs Passport Cover Wallet Case Travel Gifts Women Men Family RFID Passports Book Card Holders Travels Cruise Accessories Must Haves**Herain**$10.97**5,004 rev1y ago](https://www.amazon.com/dp/B0F86WLC2H) [**Passport Holder for Travel Essentials RFID Blocking Leather Cover Wallet with Magnetic Closure Aesthetic & Cute Passport Book Case for Women and Men - Wildflower**JEJEGO**$7.11**864 rev1y ago](https://www.amazon.com/dp/B0DZH77CCV) [**Passport Holder Wallet Cover Personalized Letter A-Z Travel Wallet RFID Blocking Passport Cover Wallet Case for Travel Passport Book Holders for Women and Men Brown-J**Simikol**$11.88**326 rev1y ago](https://www.amazon.com/dp/B0DNTHZ47Z)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Alpha Keeper Money Belt for Travel Men Hidden RFID Passport Holder**Alpha Keeper**$23.42**4.6★**▲ 92%**](https://www.amazon.com/dp/B0199S7IUS) [**Herain Passport Holder for Travel Essentials 2 Pcs Passport Cover Wallet Case Travel Gifts Women Men Family RFID Passports Book Card Holders Travels Cruise Accessories Must Haves**Herain**$10.97**4.8★**▲ 85%**](https://www.amazon.com/dp/B0F86WLC2H) [**Passport Holder Cover Wallet Travel Essentials RFID Blocking Leather Card Case International Must Haves Travel Accessories for Women Men(101#Coffee Grey)**PASCACOO**$9.58**4.7★**▲ 66%**](https://www.amazon.com/dp/B0759HJL1M) [**Travelon RFID Blocking Passport Zip Wallet**Travelon**$23.79**4.4★**▲ 63%**](https://www.amazon.com/dp/B0G5BDP383) [**VENTURE 4TH Money Belt for Travel Slim Hidden Under-Clothes RFID Blocking Anti-Theft Passport Holder & Travel Wallet Pouch for Men & Women to Protect Cash Cards & Documents (Black)**VENTURE 4TH**$24.04**4.5★**▲ 53%**](https://www.amazon.com/dp/B00WBMQ89C)
**~~View all trending →~~**
## **What buyers say about passport holder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**18%
*“Amazing quality”*
**Size-Overall**12%
*“Fit great”*
**Pockets/Compartments**9%
*“Many pockets”*
**Portability**8%
*“Great portability, I can put it in my hobo bag”*
**Advertised Vs Actual Product**6%
*“As described”*
**Value For Money**6%
*“Great deal”*
**Ease Of Use**6%
*“Easy to carry”*
**Color**4%
*“Vibrant colors”*
**Weight Light**4%
*“Lightweight and comfortable”*
**Durability**3%
*“Has not broke”*
### **What buyers complain about **
**Size-Overall**26%
*“Bigger than expected”*
**Quality-Overall**6%
*“very cheaply made”*
**Ease Of Use**5%
*“even more difficult to remove”*
**Strap/String Quality**4%
*“Very cheap strap”*
**Thickness**3%
*“is bulky. thick”*
**Zipper Quality**3%
*“Weak Zipper”*
**Pockets/Compartments**2%
*“The actual pockets are sort of small”*
**Durability**2%
*“Didn't hold up”*
**Strength**2%
*“Very flimsy”*
**Value For Money**2%
*“What a waste of money”*
### **Top return reasons **
**Size-Overall**54%
**Material Quality**5%
**Quality-Overall**4%
**Advertised Vs Actual Product**4%
**Color**3%
**Pockets/Compartments**3%
**Weight Heavy**3%
**Shape/Style**3%
**Strap/String Quality**3%
**Value For Money**2%
## **Common questions**
- **Is passport holder profitable to sell on Amazon United States?**
- The niche generates $3.0M/yr across 70 tracked products. 12 of 16 products launched in the last 360 days are still selling. 90-day search growth is -7.1%. Flapen's verdict: Worth a look (57/100).
- **How competitive is the passport holder niche?**
- 46 brands and 59 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 40% of demand.
- **What do buyers complain about in passport holder?**
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Ease Of Use. The return rate is 3.6%.
- **When does demand for passport holder peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the passport holder niche?**
- Listings span $4.00–$45.61; the average listing price is $14.42 (sweet spot $15–$100). The average incumbent carries 6,350 reviews — the moat a new listing must climb.
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