Is 12x17 picture frame profitable to sell on Amazon United States?

The niche generates $193K/yr across 17 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +12.8%. Flapen's verdict: Skip it (47/100).

How competitive is the 12x17 picture frame niche?

12 brands and 18 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in 12x17 picture frame?

Top complaints mined from reviews: Frame Quality, Quality-Overall, Size-Overall. The return rate is 3.1%.

When does demand for 12x17 picture frame peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the 12x17 picture frame niche?

Listings span $7.04–$49.40; the average listing price is $15.68 (sweet spot $15–$100). The average incumbent carries 8,269 reviews — the moat a new listing must climb.

12x17 picture frame

Skip it

A concentrated shelf (top 5 take 73% of clicks) — this niche doesn't clear our bar today.

Conversion

Great10.3%

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

Price range

Great$7.04–$49.40

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

Avg price

Great$15.68

avg listing price — sweet spot $15–$100

Brand share

Okay76%

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

Returns

Okay3.1%

return rate — above 5% kills the launch gate

Growth

Okay+12.8%

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

Market size

Okay$193K

$193K/yr · 120K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Bad73%

top-5 click share — a locked-up shelf

Review moat

Bad8,268.88

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United States niche tracking, 12x17 picture frame is a $193K/yr Amazon United States market (120K searches/yr). The top 5 brands hold 76% of demand. Verdict: Skip it — 47/100.

Data updated Aug 2, 2026 · scored weekly · How we score niches

12x17 picture frame market data

Units sold / yr: 15K–20K; avg 1,000–1,250/product
Revenue / yr: $235K–$314K; units × avg price
Conversion rate: 10.3%
Avg BSR: #126
Page quality: 0%
Prime: 100%
Sponsored: 88%
Out of stock: 7.7%
Avg brand age: 39 months
Avg seller age: 185 days

Competition & brand share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Brands

12 flat

Sellers

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

18%

LaVie Home27%
JCJMY16%
upsimples13%
Veleclo13%
QOTIB7%
A PLUS MAX6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +12.8% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top 12x17 picture frame search terms

12x17 picture frame37K/yr +8.2%10.7% conv.
12x17 frame23K/yr +25.8%8.8% conv.
12 x 17 frame15K/yr +10.3%10.3% conv.
17x12 picture frame12K/yr +7.2%11.5% conv.
17x12 frame7K/yr +36.7%8.1% conv.
12 x 17 picture frame7K/yr +0.6%8.2% conv.
17 x 12 picture frame4K/yr +87.5%13.7% conv.
frame 12x174K/yr -4.5%10.2% conv.
12x17 poster frame4K/yr +4.9%10.6% conv.
17 x 12 frame4K/yr -26.3%12.9% conv.

All search terms

Top 12x17 picture frame 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 17 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

LaVie Home 12x17 Picture Frame for Wall Display 12x17 Black Picture Frame with HD Plexiglas 12 x 17 Poster Frame 1 Pack Display Frame for Vertical or Horizontal Classic Collection

LaVie Home$8.644.4★6,741 rev

upsimples 12x17 Picture Frame Display Pictures 10x14 with Mat or 12x17 Without Wall Hanging Photo Frame Black 1 Pack

upsimples$9.364.5★41,299 rev

JCJMY 12x17 Picture Frame Black for Wall Hanging Wall Mounting Horizontally or Vertically 12 x 17 Wall Gallery Poster Photo Frame with Shatter Resistant Plexiglass Black

JCJMY$8.824.5★11,068 rev

Veleclo 12x17 Picture Frame for Wall Display 12x17 Black Picture Frame with Shatter Resistant Plexiglass Stable and Sturdy 12 x 17 Poster Frame for Wall Display Handpicked Gift Collection 1 Pack

Veleclo$8.134.4★1,411 rev

QOTIB 12x17 Picture Frame Deep Brown for Wall Hanging Wood 12 x 17 Frame Photo Frame for Wall Horizontally or Vertically Deep Brown 1 Pack

QOTIB$12.804.3★1,645 rev

Newest

by launch date

Homeforia 12x17 Picture Frame Brown Wood Mortise & Tenon Walnut 12x17 Poster Frames with Mat 10x15 for Wall 12 by 17 Dark Wooden Frames Matted to 10 x 15 inch Art Tempered Glass Wall Kit Set of 1

Homeforia$49.40453 rev

10mo ago

Veleclo 12x17 Picture Frame for Wall Display 12x17 Black Picture Frame with Shatter Resistant Plexiglass Stable and Sturdy 12 x 17 Poster Frame for Wall Display Handpicked Gift Collection 1 Pack

Veleclo$8.131,411 rev

12mo ago

An&He 12x17 Picture Frame Gold Photo Frame for Tabletop and Wall Display Minimalist Design Set of 1

An&He$12.55250 rev

1y ago

upsimples 12x17 Picture Frame Display Pictures 10x14 with Mat or 12x17 Without Wall Hanging Photo Frame Black 1 Pack

upsimples$9.3641,299 rev

1y ago

QOTIB 12x17 Picture Frame Deep Brown for Wall Hanging Wood 12 x 17 Frame Photo Frame for Wall Horizontally or Vertically Deep Brown 1 Pack

QOTIB$12.801,645 rev

1y ago

What buyers say about 12x17 picture frame

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

What buyers love

Frame Quality24%

“Nice frame”

Quality-Overall16%

“GOOD QUALITY”

Value For Money9%

“Great value”

Size-Overall9%

“Perfect size fitting”

Advertised Vs Actual Product8%

“It was as advertised”

Ease Of Use6%

“Easy to use”

Weight Light5%

“The plexiglass is lightweight”

Design-Overall4%

“Sturdy, yet elegant”

Strength4%

“sturdy feeling”

Assembly/Installation4%

“Easy to assemble”

What buyers complain about

Frame Quality28%

“I know this is a cheap frame”

Quality-Overall28%

“Bad quality”

Size-Overall6%

“Not the exact right size”

Value For Money5%

“cheaply priced frame”

Material Quality5%

“Cheap glass”

Strength4%

“Flimsy”

Advertised Vs Actual Product3%

“The frame description for the inside measurements says it will fit 12x17 photos, but that's incorrect”

Thickness3%

“super thin and skimpy feeling”

Assembly/Installation2%

“Broke while assembling”

Durability2%

“Broke while putting pictures in”

Top return reasons

Frame Quality60%

Size-Overall25%

Advertised Vs Actual Product3%

Defective Material/Parts2%

Material Quality2%

Quality-Overall1%

Functionality-Overall1%

Scratch Resistance1%

Value For Money1%

Color1%

Common questions

Is 12x17 picture frame profitable to sell on Amazon United States?: The niche generates $193K/yr across 17 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +12.8%. Flapen's verdict: Skip it (47/100).
How competitive is the 12x17 picture frame niche?: 12 brands and 18 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 76% of demand.
What do buyers complain about in 12x17 picture frame?: Top complaints mined from reviews: Frame Quality, Quality-Overall, Size-Overall. The return rate is 3.1%.
When does demand for 12x17 picture frame peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the 12x17 picture frame niche?: Listings span $7.04–$49.40; the average listing price is $15.68 (sweet spot $15–$100). The average incumbent carries 8,269 reviews — the moat a new listing must climb.

12x17 picture frame

12x17 picture frame market data

Competition & brand share

Demand & seasonality

Top 12x17 picture frame search terms

Top 12x17 picture frame products on Amazon

Top sellers

Newest

Trending

What buyers say about 12x17 picture frame

What buyers love

What buyers complain about

Top return reasons

Common questions

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