Is 23x17 frame profitable to sell on Amazon United States?

The niche generates $91K/yr across 20 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is +14.9%. Flapen's verdict: Skip it (46/100).

How competitive is the 23x17 frame niche?

13 brands and 17 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in 23x17 frame?

Top complaints mined from reviews: Frame Quality, Quality-Overall, Strength. The return rate is 4.1%.

When does demand for 23x17 frame peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the 23x17 frame niche?

Listings span $20.67–$57.61; the average listing price is $33.47 (sweet spot $15–$100). The average incumbent carries 4,127 reviews — the moat a new listing must climb.

23x17 frame

Skip it

A small market ($91K/yr) — this niche doesn't clear our bar today.

Avg price

Incredible$33.47

avg listing price — sweet spot $15–$100

Price range

Incredible$20.67–$57.61

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

Conversion

Great7.5%

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

Quality gap

Good4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+14.9%

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

Competition

Okay62%

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

Brand share

Okay83%

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

Returns

Okay4.1%

return rate — above 5% kills the launch gate

Review moat

Bad4,126.65

avg incumbent reviews — the moat a new listing must climb

Market size

Bad$91K

$91K/yr · 36K searches

According to Flapen's Amazon United States niche tracking, 23x17 frame is a $91K/yr Amazon United States market (36K searches/yr). The top 5 brands hold 83% of demand. Verdict: Skip it — 46/100.

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

23x17 frame market data

Units sold / yr: 3K–3K; avg 100–250/product
Revenue / yr: $84K–$100K; units × avg price
Conversion rate: 7.5%
Avg BSR: #331
Page quality: 0%
Prime: 90%
Sponsored: 80%
Out of stock: 21.5%
Avg brand age: 46 months
Avg seller age: 214 days

Competition & brand share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 rising

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

13%

Americanflat52%
LaVie Home15%
MENNTHUI6%
LUGHFSV5%
Axeman5%
ArtToFrames4%
Open — no brand owns it (7 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +14.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top 23x17 frame search terms

17x23 picture frame12K/yr +14.9%6.1% conv.
17x23 frame6K/yr +29.4%6.2% conv.
23x17 frame6K/yr +18.2%7.0% conv.
17 x 23 picture frame5K/yr +5.2%7.5% conv.
17 x 23 frame3K/yr +5.5%6.5% conv.
23 x 17 frame3K/yr +6.5%10.8% conv.

All search terms

Top 23x17 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 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Americanflat 17x23 Poster Frame - Matted to 13x19 - Black

Americanflat$22.404.5★4,889 rev

LaVie Home 17x23 Picture Frame for Wall Display 17x23 Black Picture Frame with HD Plexiglas 17 x 23 Poster Frame 1 Pack Display Frame for Vertical or Horizontal Classic Collection

LaVie Home$23.284.4★6,741 rev

Americanflat 17x23 Poster Frame - Engineered Wood - Black

Americanflat$27.444.5★41,054 rev

Americanflat 17x23 Poster Frame 2-Pack - Matted to 13x19 - Black

Americanflat$28.094.5★3,174 rev

Americanflat 17x23 Poster Frame - Matted to 13x19 - Slim Molding - White

Americanflat$24.194.5★5,432 rev

Newest

by launch date

Fisnish 17x23 Picture Frame Classic Brown 17 x 23 Poster Frame for Horizontal or Vertical Wall Mounting 1 Pack

Fisnish$24.673,543 rev

4mo ago

Acovy 17x23 Solid Teak Wood Picture Frame 17x23 Poster Frames for Wall Rounded Corner Teak Photo Frame with Tempered Glass 17 x 23 Picture Frame With Mat For 13x19 Hanging Hardware Included

Acovy$55.6690 rev

4mo ago

17x23 Wood Frame Brown Rustic Natural 23x17in Woodgrain Picture Poster Frame Modern Brown 17 x 23inch Gallery Wall Photo Frame with HD Plexiglass Horizontal Vertical Wall Mounting Display 1pcs

MOUDAMION$38.112,085 rev

6mo ago

MOUDAMION 17x23 Wood Frame Gold Ornate Natural 23x17in Picture Poster Frame Modern Golden 17 x 23inch Gallery Wall Photo Frame with HD Plexiglass Horizontal Vertical Wall Mounting Display 1pcs

MOUDAMION$36.892,085 rev

6mo ago

FLYJOE 17x23 Poster Frame | Solid Oak Wood 17x23 Picture Frame | 17 x 23 Picture Frame With Mat For 13x19 | Tempered Glass And Hanging Hardware Included | 17 by 23 Photo Frame Walnut 1 Pack

FLYJOE$56.07456 rev

9mo ago

What buyers say about 23x17 frame

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

What buyers love

Frame Quality36%

“Wonderful, classy frame”

Value For Money14%

“Inexpensive”

Advertised Vs Actual Product12%

“Exactly what I needed”

Quality-Overall8%

“Good quality”

Size-Overall6%

“Perfect fit and nicely made”

Assembly/Installation4%

“Easy to assemble”

Efficiency4%

“Works well”

Print Quality4%

“Just what I needed for my 13x19 prints”

What buyers complain about

Frame Quality13%

“Damaged frame”

Quality-Overall13%

“Not the best”

Strength8%

“It is a little flimsy”

Ease Of Use8%

“Difficult to hang & requires a custom print”

Top return reasons

Frame Quality50%

Size-Overall30%

Advertised Vs Actual Product4%

Quality-Overall2%

Defective Material/Parts2%

Color2%

Value For Money1%

Scratch Resistance1%

Wood Quality1%

Print Quality1%

Common questions

Is 23x17 frame profitable to sell on Amazon United States?: The niche generates $91K/yr across 20 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is +14.9%. Flapen's verdict: Skip it (46/100).
How competitive is the 23x17 frame niche?: 13 brands and 17 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in 23x17 frame?: Top complaints mined from reviews: Frame Quality, Quality-Overall, Strength. The return rate is 4.1%.
When does demand for 23x17 frame peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the 23x17 frame niche?: Listings span $20.67–$57.61; the average listing price is $33.47 (sweet spot $15–$100). The average incumbent carries 4,127 reviews — the moat a new listing must climb.