Is straw hat profitable to sell on Amazon United States?

The niche generates $1.9M/yr across 69 tracked products. 11 of 16 products launched in the last 360 days are still selling. 90-day search growth is +138.2%. Flapen's verdict: Launch it (70/100).

How competitive is the straw hat niche?

34 brands and 66 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 51% of demand.

What do buyers complain about in straw hat?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 4.5%.

When does demand for straw hat peak?

Demand peaks in May–Jun–Jul; the busiest month runs 7.8× the quietest.

What does it cost to enter the straw hat niche?

Listings span $6.32–$44.79; the average listing price is $17.50 (sweet spot $15–$100). The average incumbent carries 4,708 reviews — the moat a new listing must climb.

straw hat

Launch it

A $1.9M/yr market growing +138.2% this quarter with returns at 4.5% — clears our launch bar.

Growth

Incredible+138.2%

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

Market size

Great$1.9M

$1.9M/yr · 4.5M searches

Competition

Great30%

top-5 click share — an open shelf

Brand share

Great51%

top-5 brand share — no brand owns this niche

Avg price

Great$17.50

avg listing price — sweet spot $15–$100

Price range

Great$6.32–$44.79

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Okay2.5%

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

Returns

Okay4.5%

return rate — above 5% kills the launch gate

Review moat

Bad4,707.59

avg incumbent reviews — the moat a new listing must climb

Signals Trending

According to Flapen's Amazon United States niche tracking, straw hat is a $1.9M/yr Amazon United States market (4.5M searches/yr). The top 5 brands hold 51% of demand. Demand peaks in May–Jun–Jul. Verdict: Launch it — 70/100.

Data updated Jul 11, 2026 · scored weekly · How we score niches

straw hat market data

Units sold / yr: 100K–125K; avg 1,250–1,500/product
Revenue / yr: $1.8M–$2.2M; units × avg price
Conversion rate: 2.5%
Avg BSR: #130
Page quality: 0%
Prime: 97%
Sponsored: 88%
Out of stock: 2.2%
Avg brand age: 47 months
Avg seller age: 147 days

Competition & brand share

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

Brands

34 falling

Sellers

Top-5 brand share

51%

Top 20: 91%

Top-5 click share

30%

Top 20: 64%

Open market

44%

FURTALK21%
EINSKEY10%
Home Prefer9%
KIRAAT6%
OLIKER5%
ZOORON5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +138.2% search growth over the last 90 days.

Peak months: May, Jun, Jul · busiest ÷ quietest = 7.8×

Open Trend

Top straw hat search terms

sun hats for men927K/yr +172.8%2.1% conv.
mens sun hat535K/yr +184.1%1.8% conv.
fishing hat488K/yr +110.3%1.2% conv.
sombrero para el sol hombre386K/yr +141.4%1.3% conv.
boonie hat229K/yr +121.1%0.4% conv.
fishing hat for men225K/yr +137.5%1.5% conv.
beach hats for men173K/yr +118.3%0.9% conv.
mens beach hat172K/yr +90.7%0.9% conv.
safari hat284K/yr +49.0%1.3% conv.
sun hat for men122K/yr +221.4%2.4% conv.

All search terms

Top straw hat 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

Home Prefer Outdoor UPF50+ Mesh Sun Hat Wide Brim Fishing Hat with Neck Flap (Dark Gray)

Home Prefer$16.594.7★10,868 rev

FURTALK Sun Hats for Men Fishing Hat UPF 80+ Foldable Wide Brim Outdoor Hiking Beach Summer Hats Khaki

FURTALK$14.294.6★1,090 rev

EINSKEY Mens Waterproof Sun Hat Outdoor Sun Protection Bucket Safari Cap For Safari Fishing Hunting Dark Gray One Size

EINSKEY$13.084.6★38,269 rev

3 Pack Mens Outdoor Wide Brim Fishing Hat UPF 50+ Sun Protection Cap with Face Neck Flap for Hiking & Garden

KIRAAT$25.694.6★1,744 rev

FURTALK Mens Bucket Sun Hat UPF 80+ Wide Brim Hiking Fishing Beach Outdoor Hats Dark Grey

FURTALK$13.564.4★690 rev

Newest

by launch date

Amazon Essentials Mens Washed Nylon Outdoor Wide Brim Sun Bucket Hat Black Small-Medium

Amazon Essentials$11.23117 rev

3mo ago

FURTALK Sun Hats for Men Women Fishing Hat with Neck Flap Chin Strap UPF 80+ Wide Brim Hiking Safari Summer Hats Dark Grey

FURTALK$16.5753 rev

5mo ago

OLIKER Sun Hats for Men Wide Brim Bucket Hat with Neck Flap for Fishing & Hiking Mens Sun Hat for UV Protection (US Alpha One Size Dark Grey)

OLIKER$12.10133 rev

5mo ago

grinderPUNCH Lifeguard Hat Mens Straw Sun Hat for Beach Outdoor and Travel | UPF 50+ Sun Protection | Wide Brim Straw Beach Hat | Classic Sun Hat for Men and Women (Flamingo Palm)

grinderPUNCH$44.79234 rev

10mo ago

Sun Hats for Men Breathable UPF 80+ Wide Brim Bucket Hat Outdoor Hiking Beach Fishing Hats Dark Grey

Camptrace$15.9866 rev

11mo ago

What buyers say about straw hat

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

What buyers love

Size-Overall17%

“Fits as expected”

Quality-Overall15%

“It's well made”

Value For Money10%

“Great Value”

Comfort-Overall7%

“Comfortable to wear”

Weight Light6%

“Lightweight and breathable”

Suitability Hot Weather4%

“I think it will do a good job over the summer”

Material Quality4%

“solid material”

Advertised Vs Actual Product3%

“As advertised”

Breathability3%

“Light and breathable”

Warmth2%

“Great for hot summer days”

What buyers complain about

Size-Overall32%

“Did not fit”

Quality-Overall10%

“Low quality”

Durability4%

“and broke on first use”

Material Quality4%

“Cheap Materials”

Strap/String Quality3%

“the string came loose”

Advertised Vs Actual Product2%

“it doesn't look like the pictures”

Thickness2%

“It's very thin”

Value For Money2%

“Overpriced”

Comfort-Overall2%

“Very uncomfortable”

Strength2%

“makes it feel flimsy”

Top return reasons

Size-Overall70%

Color4%

Advertised Vs Actual Product4%

Shape/Style4%

Material Quality3%

Quality-Overall2%

Value For Money1%

Functionality-Overall1%

Width1%

Defective Material/Parts1%

Common questions

Is straw hat profitable to sell on Amazon United States?: The niche generates $1.9M/yr across 69 tracked products. 11 of 16 products launched in the last 360 days are still selling. 90-day search growth is +138.2%. Flapen's verdict: Launch it (70/100).
How competitive is the straw hat niche?: 34 brands and 66 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 51% of demand.
What do buyers complain about in straw hat?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 4.5%.
When does demand for straw hat peak?: Demand peaks in May–Jun–Jul; the busiest month runs 7.8× the quietest.
What does it cost to enter the straw hat niche?: Listings span $6.32–$44.79; the average listing price is $17.50 (sweet spot $15–$100). The average incumbent carries 4,708 reviews — the moat a new listing must climb.