Is fum profitable to sell on Amazon United States?

The niche generates $1.1M/yr across 33 tracked products. 16 of 19 products launched in the last 360 days are still selling. 90-day search growth is -21.4%. Flapen's verdict: Worth a look (60/100).

How competitive is the fum niche?

17 brands and 22 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 80% of demand.

What do buyers complain about in fum?

Top complaints mined from reviews: Flavor, Value For Money, Taste-Overall. The return rate is 2.0%.

When does demand for fum peak?

Demand peaks in Aug–Sep–Oct; the busiest month runs 2.2× the quietest.

What does it cost to enter the fum niche?

Listings span $12.69–$120.80; the average listing price is $34.84 (sweet spot $15–$100). The average incumbent carries 617 reviews — the moat a new listing must climb.

fum

Worth a look

Shows beatable incumbent ratings (3.3★), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Quality gap

Incredible3.3★

avg incumbent rating — lower means beatable quality

Avg price

Incredible$34.84

avg listing price — sweet spot $15–$100

Market size

Great$1.1M

$1.1M/yr · 1.3M searches

Price range

Great$12.69–$120.80

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

Returns

Great2.0%

return rate — above 5% kills the launch gate

Review moat

Good617.3

avg incumbent reviews — the moat a new listing must climb

Competition

Good48%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay80%

top-5 brand share — brands hold most of the demand

Conversion

Okay2.5%

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

Growth

Bad-21.4%

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

Signals Quality Gap

According to Flapen's Amazon United States niche tracking, fum is a $1.1M/yr Amazon United States market (1.3M searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Aug–Sep–Oct. Verdict: Worth a look — 60/100.

Data updated Jul 12, 2026 · scored weekly · How we score niches

fum market data

Units sold / yr: 30K–40K; avg 750–1,000/product
Revenue / yr: $1.0M–$1.4M; units × avg price
Conversion rate: 2.5%
Avg BSR: #103
Page quality: 0%
Prime: 100%
Sponsored: 82%
Out of stock: 19.0%
Avg brand age: 45 months
Avg seller age: 162 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 rising

Sellers

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

48%

Top 20: 86%

Open market

17%

FÜM57%
MOXE8%
Healfs7%
Haaikara6%
ICYVIBES3%
CUP DEAA2%
Open — no brand owns it (11 brands, 17%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -21.4% search growth over the last 90 days.

Peak months: Aug, Sep, Oct · busiest ÷ quietest = 2.2×

Open Trend

Top fum search terms

fum427K/yr -22.8%3.0% conv.
smokeless inhalers162K/yr -18.6%0.9% conv.
fum vaporless inhaler229K/yr -30.5%3.3% conv.
flavored air50K/yr +1.8%0.7% conv.
fume vapor pen70K/yr -29.1%2.5% conv.
fume51K/yr -22.3%2.1% conv.
flavored air inhaler quit smoking36K/yr +2.8%1.2% conv.
air vape23K/yr -13.3%1.5% conv.
smokeless inhaler18K/yr +18.8%1.0% conv.
flavored air inhaler25K/yr -0.6%0.9% conv.

All search terms

Top fum 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

FM Prominent Flavored Air Device | Naturally Switch from Bad Habits | Maple Barrel and Stainless Steel Mouthpiece (Prominent & Spearmint)

FÜM$68.853.6★823 rev

FM Zero Flavored Air Device | Fresh Pocket-Sized Habit Support Tool | Weighted Portable & Refreshing Air Inhaler Alternative

FÜM$23.632.6★251 rev

FM Solano Flavored Air Device | Naturally Switch from Bad Habits | Premium Walnut Barrel and Onyx Black Mouthpiece

FÜM$66.263.6★823 rev

FM Zero Flavored Air Device | Fresh Pocket-Sized Habit Support Tool | Weighted Portable & Refreshing Air Inhaler Alternative

FÜM$23.902.6★251 rev

Fm Journey Pack Device with 6 Packs of Plant Based Cores | 18 Total Cores

FÜM$120.803.5★547 rev

Newest

by launch date

Premium Flavored Wooden Oral Inhaler vaporless Device with 15 Filters Upgraded Herbal Extracts Portable Natural Breathing Support Aroma Free Ideal Gifts for Men & Women Unique Ripple (Light Wood)

ICYVIBES$38.209 rev

today

Premium Flavored Wooden Oral Inhaler vaporless Device with 15 Filters Upgraded Herbal Extracts Portable Natural Breathing Support Aroma Free Ideal Gifts for Men & Women Unique Ripple (Dark Wood)

ICYVIBES$40.6223 rev

today

Flavored Air Device Pack (12 Pieces) Includes Replaceable Flavored Filters in Mint Lemon Grape & Strawberry. Portable Lightweight and Compact Design with Easy Filter Replacement.

CUP DEAA$49.634 rev

7mo ago

CARITATE Handheld Breathing Stick for Anxiety Relief- Adjustable Air Outlet Device for Adults - Portable Breath Free Stress Relief Tool with Flavor Meditation Breathing Gifts for Women and Men

CARITATE$39.0531 rev

7mo ago

Aeris Health$24.1129 rev

8mo ago

What buyers say about fum

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

What buyers love

Ease Of Use13%

“easy to hold”

Flavor8%

“the variety of flavors”

Quality-Overall8%

“the build quality is solid”

Smell7%

“Smells good”

Value For Money6%

“Excellent product for the money”

Taste-Overall5%

“Great Taste”

Breathability3%

“you get a really good breath of air that I like”

Design-Overall3%

“The design looks stylish”

Portability3%

“easy to carry”

Oral Hygiene2%

“It eases the hand-to-mouth habit”

What buyers complain about

Flavor17%

“Flavor is terrible”

Value For Money16%

“Not worth it”

Taste-Overall10%

“Chemical taste”

Functionality-Overall6%

“Ineffective”

Smell4%

“Also has a weird smell”

Advertised Vs Actual Product4%

“NOT AS ADVERTISED”

Quality-Overall4%

“Bad quality”

Durability2%

“comes off easily”

Strength2%

“So weak”

Size-Overall2%

“Chain is short”

Top return reasons

Functionality-Overall19%

Flavor16%

Advertised Vs Actual Product15%

Smell10%

Breathability8%