wd passport
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Avg price
Good$123.04avg listing price — sweet spot $15–$100
Market size
Good$592K$592K/yr · 139K searches
Returns
Okay3.0%return rate — above 5% kills the launch gate
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Growth
Okay+13.9%90-day search growth — must beat 0% to launch
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Bad$81.99–$173.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad77%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Review moat
Bad49,986.83avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, wd passport is a $592K/yr Amazon United States market (139K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 36/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
wd passport market data
- Units sold / yr
- 4K–5K
- avg 250–500/product
- Revenue / yr
- $492K–$615K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 67%
- Out of stock
- 0.0%
- Avg brand age
- 51 months
- Avg seller age
- 179 days
Competition & brand share
The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
168
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
77%
Top 20: 100%
Open market
0%
- WD82%
- Western Digital14%
- Seagate4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +13.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top wd passport search terms
- wd my passport46K/yr
- western digital my passport17K/yr
- wd passport external hard drive18K/yr
- wd passport16K/yr
- wd my passport 2tb8K/yr
- wd my passport external hard drive18K/yr
- my passport9K/yr
- western digital passport4K/yr
- my passport hard drive2K/yr
Top wd passport 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
WD 2TB My Passport Portable External Hard Drive Black backup software with defense against ransomware and password protection USB 3.1/USB 3.0 compatible - WDBYVG0020BBK-WESN
WD$94.834.6★31,240 rev
WD 5TB My Passport Portable External Hard Drive Black backup software with defense against ransomware and password protection USB 3.1/USB 3.0 compatible - WDBPKJ0050BBK-WESN
WD$153.234.5★24,728 rev
WD 1TB My Passport Portable External Hard Drive Black backup software with defense against ransomware and password protection USB 3.1/USB 3.0 compatible - WDBYVG0010BBK-WESN
WD$81.994.6★17,360 rev
WD 6TB My Passport Portable External Hard Drive Black Backup Software with Defense Against ransomware and Password Protection USB 3.1/USB 3.0 Compatible - WDBR9S0060BBK-WESN
WD$173.154.5★23,230 rev
WD 2TB Elements Portable External Hard Drive for Windows USB 3.2 Gen 1/USB 3.0 for PC & Mac Plug and Play Ready - WDBU6Y0020BBK-WESN
Western Digital$86.754.7★165,042 rev
Newest
by launch dateWD 6TB My Passport Portable External Hard Drive Black Backup Software with Defense Against ransomware and Password Protection USB 3.1/USB 3.0 Compatible - WDBR9S0060BBK-WESN
WD$173.1523,230 rev
Western Digital 1TB My Passport SSD Portable External Solid State Drive Gray Sturdy and Blazing Fast Password Protection with Hardware Encryption - WDBAGF0010BGY-WESN
Western Digital$140.248,953 rev
WD 5TB My Passport Ultra Blue Portable External Hard Drive backup software with defense against ransomware and password protection USB-C and USB 3.1 - WDBFTM0050BBL-WESN
WD$161.8823,230 rev
WD 5TB My Passport Ultra for Mac Silver Portable External Hard Drive backup software with defense against ransomware and password protection USB-C and USB 3.1 - WDBPMV0050BSL-WESN
Western Digital$164.347,893 rev
WD 2TB My Passport for Mac Navy Portable External Hard Drive with backup software and password protection USB 3.1/USB 3.0 compatible - WDBA2D0020BBL-WESN
Western Digital$95.368,635 rev
Trending
90-day click momentum
WD 4TB My Passport Portable External Hard Drive Black backup software with defense against ransomware and password protection USB 3.1/USB 3.0 compatible - WDBPKJ0040BBK-WESN
WD$140.354.6★
WD 2TB My Passport Portable External Hard Drive Blue backup software with defense against ransomware and password protection USB 3.1/USB 3.0 compatible - WDBYVG0020BBL-WESN
WD$95.114.5★
WD 2TB My Passport for Mac Navy Portable External Hard Drive with backup software and password protection USB 3.1/USB 3.0 compatible - WDBA2D0020BBL-WESN
Western Digital$95.364.4★
Seagate Portable 2TB External Hard Drive HDD USB 3.0 for PC Mac PlayStation & Xbox -1-Year Rescue Service (STGX2000400)
Seagate$89.294.6★
WD 5TB My Passport Ultra for Mac Silver Portable External Hard Drive backup software with defense against ransomware and password protection USB-C and USB 3.1 - WDBPMV0050BSL-WESN
Western Digital$164.344.3★
What buyers say about wd passport
What buyers praise and complain about, mined from review topics.What buyers love
“Great deal”
“Nice reliable quality product”
“Good storage”
“Very easy to use”
“Works good and it transfers files quickly”
“The Product is as advertised”
“seems to be very durable”
“really compatible with Mac”
“I have had no problems installing it”
“Portable Hard Drive Good”
What buyers complain about
“Failed in two months”
“it stopped working”
“this is not compatible”
“They cost more”
“Completely garbage that failed within a week of use”
“it's incredibly inconsistent whether I can even access this thing when connected”
“Extremely slow transfer speed”
“takes up little space”
“The printed manual was useless”
“This product is super misleading”
Top return reasons
Common questions
- Is wd passport profitable to sell on Amazon United States?
- The niche generates $592K/yr across 12 tracked products. 90-day search growth is +13.9%. Flapen's verdict: Skip it (36/100).
- How competitive is the wd passport niche?
- 3 brands and 168 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in wd passport?
- Top complaints mined from reviews: Durability, Functionality-Overall, Compatibility-Overall. The return rate is 3.0%.
- When does demand for wd passport peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the wd passport niche?
- Listings span $81.99–$173.15; the average listing price is $123.04 (sweet spot $15–$100). The average incumbent carries 49,987 reviews — the moat a new listing must climb.